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Presentation for


B2B Sales Strategy: Insider Tips



                      March 22, 2012


  @markeelliott   melliott@vapartners.ca www.vapartners.ca
Agenda
•   Introduction
•   Value Proposition
•   Targets
•   Sales and Marketing
•   Tactics
•   Process Tools
•   CRM
•   Forecast
•   Managing the Team
•   Compensation
•   Great Resources
•   Follow-up items




             @markeelliott   melliott@vapartners.ca www.vapartners.ca
Introduction

•   Mark Elliott co-founder
•   VA Partners provides Part-time Sales and
    Marketing
•   15+ Years of Sales and Marketing
•   Created a $600,000 annual annuity stream for a
    finance company
•   Grow Financial client from 1 to 44 customers and
    double revenue
•   Close over $100,000 in sales directly from Social
    Media Leads
•   Booked over 70 meetings using Social Media
•   New clients for web based company increased
    revenue by 50%
•   Worked with 50 clients over 5 years
             @markeelliott   melliott@vapartners.ca www.vapartners.ca
Sales gets a bad reputation




@markeelliott   melliott@vapartners.ca www.vapartners.ca
Value Proposition
                                       •   What benefits are you
                                           selling?
                                            • Revenue increase
                                            • Cost reduction
                                            • Productivity
                                              improvement
                                            • Avoid something bad
                                       •   Quantify the benefit
                                       •   Selling through a
                                           channel
                                       •   Multiple Value
                                           Propositions
                                       •   How are you different
                                           vs. your competitors


@markeelliott   melliott@vapartners.ca www.vapartners.ca
Targets
                                       •   Where do your benefits
                                           best match-up?
                                       •   Vertical focus
                                       •   Horizontal focus
                                       •   Leverage knowledge
                                           and success to own a
                                           market segment
                                       •   Best contacts within a
                                           company
                                       •   Could be multiple
                                       •   All organizations don’t
                                           work the same way
                                       •   Call high in the
                                           organization


@markeelliott   melliott@vapartners.ca www.vapartners.ca
Sales and Marketing
                                       •   Work in Alignment
                                       •   Segment target
                                           markets
                                       •   Marketing to support
                                           sales
                                            •   Web
                                            •   Brochures
                                            •   Presentations
                                            •   Social Media
                                            •   New Content: Blog
                                            •   PR
                                            •   Traditional Media
                                       •   What is a good lead
                                       •   Measure your activities


@markeelliott   melliott@vapartners.ca www.vapartners.ca
Sales Tactics
                                       •   Research
                                            • Social Media
                                            • Web
                                            • Jigsaw
                                       •   Linkedin
                                            • Leverage 2nd
                                            • Status Updates
                                       •   Twitter
                                            • Regular Updates
                                            • Reach out through
                                              Twitter
                                       •   Targeted Email
                                       •   Warm/Cold Calling



@markeelliott   melliott@vapartners.ca www.vapartners.ca
Sales Process Tools
                                       •   Path to Sales Success
                                       •   Meeting plans
                                            • Who are you meeting
     Prospecting                            • Why do they want to
                                              meet?
     Qualifying                             • Goals
                                            • Next Steps
     Proposing
                                       •   Activity targets
       Closing                         •   Handling objections
                                       •   Sales deliverables
       Roll-out                             •   Brochures
                                            •   Presentations
                                            •   Proposals
                                            •   Web update


@markeelliott   melliott@vapartners.ca www.vapartners.ca
Sales CRM
                                       •   Accounts
                                       •   Contacts
                                       •   Activities
                                       •   Opportunities
                                       •   Notes
                                       •   Leads
                                       •   Share information




@markeelliott   melliott@vapartners.ca www.vapartners.ca
Sales Forecast
                                       •   Bottom up is best
                                       •   Consistent
                                       •   Specific opportunities
                                       •   Next steps defined
                                       •   Hold reps and
                                           managers accountable
                                       •   Follow-up




@markeelliott   melliott@vapartners.ca www.vapartners.ca
Sales Team
                                       •   Roles are defined
                                       •   Expectations
                                       •   Support is in place
                                       •   Communications plans
                                            •   Formal one-on-one
                                            •   Team meetings
                                            •   Sales meetings
                                            •   Management by
                                                walking around
                                       •   Sales Plan




@markeelliott   melliott@vapartners.ca www.vapartners.ca
Sales Compensation
                                       •   Simple
                                       •   Measureable
                                       •   Salary
                                       •   Commission
                                       •   Activities
                                            •   Meetings
                                            •   Proposals
                                            •   Demos
                                            •   Calls




@markeelliott   melliott@vapartners.ca www.vapartners.ca
Great Sales Resources


                            Peer2Peer Senior Sales


Entrepreneurs Tool Kit



                                                                  Sales 2.0 Book
                                   Linkedin Group


   http://yoursalesplaybook.com                               http://thesalesblog.com/




                @markeelliott   melliott@vapartners.ca www.vapartners.ca
Follow-up items
•   Presentation will be posted
•   Hot Tips
•   VA Partners Blog Summary
•   Follow-up questions, please contact me




             @markeelliott   melliott@vapartners.ca www.vapartners.ca

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B2B Sales Strategy for Startups

  • 1. Presentation for B2B Sales Strategy: Insider Tips March 22, 2012 @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 2. Agenda • Introduction • Value Proposition • Targets • Sales and Marketing • Tactics • Process Tools • CRM • Forecast • Managing the Team • Compensation • Great Resources • Follow-up items @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 3. Introduction • Mark Elliott co-founder • VA Partners provides Part-time Sales and Marketing • 15+ Years of Sales and Marketing • Created a $600,000 annual annuity stream for a finance company • Grow Financial client from 1 to 44 customers and double revenue • Close over $100,000 in sales directly from Social Media Leads • Booked over 70 meetings using Social Media • New clients for web based company increased revenue by 50% • Worked with 50 clients over 5 years @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 4. Sales gets a bad reputation @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 5. Value Proposition • What benefits are you selling? • Revenue increase • Cost reduction • Productivity improvement • Avoid something bad • Quantify the benefit • Selling through a channel • Multiple Value Propositions • How are you different vs. your competitors @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 6. Targets • Where do your benefits best match-up? • Vertical focus • Horizontal focus • Leverage knowledge and success to own a market segment • Best contacts within a company • Could be multiple • All organizations don’t work the same way • Call high in the organization @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 7. Sales and Marketing • Work in Alignment • Segment target markets • Marketing to support sales • Web • Brochures • Presentations • Social Media • New Content: Blog • PR • Traditional Media • What is a good lead • Measure your activities @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 8. Sales Tactics • Research • Social Media • Web • Jigsaw • Linkedin • Leverage 2nd • Status Updates • Twitter • Regular Updates • Reach out through Twitter • Targeted Email • Warm/Cold Calling @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 9. Sales Process Tools • Path to Sales Success • Meeting plans • Who are you meeting Prospecting • Why do they want to meet? Qualifying • Goals • Next Steps Proposing • Activity targets Closing • Handling objections • Sales deliverables Roll-out • Brochures • Presentations • Proposals • Web update @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 10. Sales CRM • Accounts • Contacts • Activities • Opportunities • Notes • Leads • Share information @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 11. Sales Forecast • Bottom up is best • Consistent • Specific opportunities • Next steps defined • Hold reps and managers accountable • Follow-up @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 12. Sales Team • Roles are defined • Expectations • Support is in place • Communications plans • Formal one-on-one • Team meetings • Sales meetings • Management by walking around • Sales Plan @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 13. Sales Compensation • Simple • Measureable • Salary • Commission • Activities • Meetings • Proposals • Demos • Calls @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 14. Great Sales Resources Peer2Peer Senior Sales Entrepreneurs Tool Kit Sales 2.0 Book Linkedin Group http://yoursalesplaybook.com http://thesalesblog.com/ @markeelliott melliott@vapartners.ca www.vapartners.ca
  • 15. Follow-up items • Presentation will be posted • Hot Tips • VA Partners Blog Summary • Follow-up questions, please contact me @markeelliott melliott@vapartners.ca www.vapartners.ca