The Art and Science of the Online Sales Call.
In the past, sales organizations faced the either-or choice between cost savings and efficiency. Today's competitive market demands that we lower costs and increase efficiencies every quarter. The solution: turn your sales team into a world-class sales force that excels during all sales calls, inside or outside. Todd McCormick, VP of SMB Sales at PGi shares his battle-tested insight into fusing art with science to create a high-performance sales organization.
This presentation was given at the Sales 2.0 Conference by Speaker: Todd McCormick, Vice President, SMB Sales, PGi
8. Competitive Edge
Cost
Call
Result
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
9. Cost of B2B Sales Call
$215-400 per call
—Sources: Sales Laundry + MarketingPlaybook.com
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
10. Cost of Telesales
$25-70
per call
—Source: Startup
Nation
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
11. Limitations: Inside sales technology
• Document sharing
• Impersonal conference calls
• Faceless email
93% of
communication
missing
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
12. Missing: Nonverbal Cues
• Level of interest
• Eye movement
• Focus
• Indifference
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
13. Goal: Match outside effectiness…
…With the cost of
a virtual sales call
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
14. Create trusting relationships
• Get social
• Write a blog
• Show your face—7x views
• Turn on the webcam— 93%
better communication
• Embrace video—
1 min versus 6
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
15. The video edge
• More persuasive –
Seeing is believing
• More immediate – Takes
guesswork out of communication
• More authentic – Easier to say no on the
phone (and hang up) than it is face-to-face
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
16. Step up sales professionalism
Video feedback
boosts
performance
Impressive technology =
positive impression
More collaboration + co-creation
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
18. Dale Carnegie — 3 E’s
• I Earned the right to
talk about this
• I am Enthusiastic
• I am Eager to share it
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
20. People find
product
information and
research most
compelling on
video.
—Universal McCann
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
21. 40% improvement in lead conversion
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
23. Buyers trust online relationships more than
ever
—Source: eMarketer
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
24. Financial planning company
• Will cut in-person
meetings by 50% in
the next five years
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
26. Video conveys more
information per
minute than any other
media platform.
—Source: Marketo
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
27. • Cost of a ticket from Philadelphia to China: $4,200
• Cost of video for one month: $75
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
29. Video is how people learn best
65% 30%
Visual Auditory
95%
—Source: PrimeInfographics.com
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
30. Attract, Grow, Retain
• 87% of info absorbed during
sales training session will be
lost within one month
(Huthwaite)
• iMeet solution: Weekly 1:1s
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
32. Hire better talent faster
300% productivity
increase
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
33. How iMeet uses iMeet
• Dress for success
• Smile has power
• Ask good questions
• Read visual cues
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
34. Arrange your office
• Company logo + awards
• Conversation starters
• Eliminate distractions
• Webcam at eye level
• 2nd monitor = death
• QUIET
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
35. Buying Guide
1. Security
2. Easy-to-use
3. No downloads, call-ins or passwords
4. Access for all
5. Audio + web in one
6. Avoid unexpected extra charges
7. Cloud-based app
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
36. Summary
• Leverage “art” of selling in digital world
• Establish trusting relationships online
• Use the right online tools for success
• Follow new rules of thumb for sales
calls that close deals
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
37. 70K iMeet users today + growing!
Get a free room for 30 days at iMeet.com
38. Make sure you stay
You need to stay
ahead
of the curve.
ahead
of the curve.
Thank you
•Todd.McCormick@PGi.com
•iMeet.com/ToddMcCormick
•@TMcCormick2011
MARCH 2012 | SALES MANAGEMENT 2.0 CONFERENCE| sales20conf.com | @Sales20Conf
Editor's Notes
Travel is more time-consuming because of security. Cost has continuously gone up. This is a drain to productivity and profitability.
Information must be accessible from anywhere, any time
Customers want instant answers that are personalized to them Value-based selling must articulate individualized ROI. The real reason for buying is less about sales person + more about economic value as perceived by customer. ROI needs to be calculated and accepted by customers. That doesn’t require a face to face sales call.
In the face of all these changes, the key is to reduce costs in as many ways as possible, while increasing sales effectiveness. There are always three areas to look at—people, process and technology. We’ll cover all three in this presentation.
What outside sales reps do: Diagnose specific problems; Create customized solutions; Demos to one or many; Team selling + rally support; Close sales + do follow up There are constraints / limitations with increasing effectiveness of outside sales. Yes, there’s a trend toward more social selling and mobile selling – iPads to show customers more options and accelerate pipeline a little bit. However, once the sales person has a rapport with the customer – have had lunch dinner or office visit – there is less of a need for personal communication, and more of a need for communicating rapidly because world is moving from a delay economy to real-time economy, as we already said. What good does it to have a rep arrive a day late?
That’s why many companies are shifting to an inside sales model. Inside sales jobs are growing at a rate 15 times faster than outside sales jobs, according to Vorsight.
But old technology has made it very difficult for inside sales reps to be as effective as outside sales reps.
Here’s the reason why. Level of interest – When people are leaning forward, there’s a high level of interest. When it’s online, you can’t see they’re leaning back or surfing the web or reading email. Focus – When they are intent and making eye contact, you know they’re paying attention Eye Movement is same thing – When people look away you know they’re distracted. Most of the time, salespeople over-talk, and they lose customer in process. But when they monitor eye movement, they’ll be more focused. They’ll ask questions sooner and collaborate with customer more effectively Indifference – This is when the customer is already tuned out. It’s easy to discern agitation on the phone, but harder to distinguish indifference. Indifference doesn’t show up much in tone of voice, but is easy to see in body language. Easy for people to hang up on salespeople on a call
Thanks to new technology, the traditional inside sales role can do all that outside sales reps can do at a fraction of the cost.
In today’s digital world, the traditional ways of creating trusting relationships are shifting. 23% buyers trust friend’s posts on Facebook, 12% Twitter Access my tips on PGi.blog.com Linked profile is 7x more likely to be viewed if it has a photo 93% communication is nonverbal – body language, facial expressions, etc. 5. The typical website visitor spends 57 seconds on a text-only website. She’ll spend 6 minutes on a site with video.
iMeet sales team story
Tell story about the iMeet client that trained their sales people in China very effectively with iMeet. They didn’t have to fly their Chinese reps across the world. Major cost and time savings. Faster onboarding.
