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CONVERSATIONS, NOT
INTERROGATIONS
Webinar 2/5/13
Speakers




     Roger Ciliberto                  Pete Gracey              Cliff Pollan

 North American Sales Director       COO & Co-Founder        CEO & Co-Founder
     @OneSource4Sales                  @Peter_Gracey              @cliffpollan
roger_ciliberto@onesource.com    pgracey@agsalesworks.com   cpollan@postwire.com
Establish Connections by:


1   Applying sales intelligence to ask the right questions




2   Framing questions to spark interactive dialogue




3   Sharing personalized information to create conversation
Case Study – Step Into These Shoes
• You sell security software
• Targeting company in financial vertical
• Want to create conversation to
 motivate action
1
Apply sales intelligence to
 ask the right questions
Are you timely?
Do you stand out by having something
relevant to talk about?
                       • Corporate
                         Family?
                       • Revenues?
                       • Other News?
Is there a “Perfect Storm”?
       Also recently hired a new Chief Risk Officer…..
                                                         The Perfect
                                                         Storm?
                                                         1. New CTO
                                                         2. New Chief Risk
                                                            Officer
                                                         3. Fiscal Year
                                                            End?




Have just entered into a NEW Fiscal Year…
2
Frame questions to spark
   interactive dialogue
Map Your Conversational Goals
The Pitch
Example “Pitch” Q:

Do you believe Vulnerability Software
         is an important part
     of any overall IT strategy?
The Pass
Example “Pass” Q:

      How does Genworth’s
 current vulnerability software
fit in with the security strategy
   you are putting into place?
Formulating
Quality
Questions
3
Sharing personalized
information to create
    conversation
Axceler as our example vendor
1. See the   2. Commit to a   3. Plan out the
         problem      solution path       change


Status Quo                                  Closed Deal
65%
 Source: Forrester Research, Inc.
Setting the Buying Vision

               Context




           Bring clarity &
          Motivate change
Content                      Conversation
Discuss Issues with Status     Their Ideas for      Steps to Launch
        Quo                    Change               Solution
Uncover Their Change           Their Fears          Needs of Larger
        Motivations                                 team
Useful  3rd Party research    Case studies        Free trial/Live
Content Educational           Expert interviews   demo
        webinars               FAQs                Planning checklist
        White papers                               ROI calculator




             1. See the       2. Commit to a     3. Plan out the
              problem          solution path         change


Status Quo                                             Closed Deal
Inventory and know your content.
Content Inventory
Content Inventory
Sales Conversation Cheat Sheet
• Content Details – Title, Author, etc.


• Target Prospect - Who is it for and why


• Content Insights - What can you teach


• Sales Conversation – What are prompts and goals


Developed by Ardath Albee – Marketing Interactions
Her book – eMarketing Strategies for the Complex Sale
http://www.marketinginteractions.com/
Use content to ask the right questions to
 clarify your prospect’s buying vision.
SharePoint Governance Maturity Benchmark
Content - Thought Leadership
Create Conversations –
            You are not alone

• Context - Only 30% of all companies align
 their governance plans with an end user
 adoption strategy

• Question - Are you concerned that good
 governance could hurt user adoption?
Put content in context of your buyer’s
         top 3 pain points.
Content – Thought Leadership
Create Conversations –
            You are not alone

• Context - Only 29.6% of those not using a
 tool have an operational change manager
 model in place vs. 69.7% for those who use
 3rd party tool.

• Question - Has it been hard to put a
 compliance model in place?
Help organize your buyer to represent
        their vision and ROI.
Content - Champion Kit
ROI Calculator
Discuss Issues with Status     Their Ideas for      Steps to Launch
        Quo                    Change               Solution
Uncover Their Change           Their Fears          Needs of Larger
        Motivations                                 team
Useful  3rd Party research    Case studies        Free trial/Live
Content Educational           Expert interviews   demo
        webinars               FAQs                Planning checklist
        White papers                               ROI calculator




             1. See the       2. Commit to a     3. Plan out the
              problem          solution path         change


Status Quo                                             Closed Deal
Sales Conversations, NOT Interrogations




     Roger Ciliberto                  Pete Gracey              Cliff Pollan

 North American Sales Director          Co-Founder           CEO & Co-Founder
     @OneSource4Sales                  @Peter_Gracey              @cliffpollan
roger_ciliberto@onesource.com    pgracey@agsalesworks.com   cpollan@postwire.com

  www.onesource.com               www.agsalesworks.com       www.postwire.com
  Call me: 978-318-4398            Call me: 781-702-6999    Call me: 781-350-3416

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Webinar slides: Conversations, NOT Interrogations

  • 2. Speakers Roger Ciliberto Pete Gracey Cliff Pollan North American Sales Director COO & Co-Founder CEO & Co-Founder @OneSource4Sales @Peter_Gracey @cliffpollan roger_ciliberto@onesource.com pgracey@agsalesworks.com cpollan@postwire.com
  • 3. Establish Connections by: 1 Applying sales intelligence to ask the right questions 2 Framing questions to spark interactive dialogue 3 Sharing personalized information to create conversation
  • 4. Case Study – Step Into These Shoes • You sell security software • Targeting company in financial vertical • Want to create conversation to motivate action
  • 5. 1 Apply sales intelligence to ask the right questions
  • 6.
  • 7.
  • 8.
  • 9.
  • 11. Do you stand out by having something relevant to talk about? • Corporate Family? • Revenues? • Other News?
  • 12. Is there a “Perfect Storm”? Also recently hired a new Chief Risk Officer….. The Perfect Storm? 1. New CTO 2. New Chief Risk Officer 3. Fiscal Year End? Have just entered into a NEW Fiscal Year…
  • 13. 2 Frame questions to spark interactive dialogue
  • 16. Example “Pitch” Q: Do you believe Vulnerability Software is an important part of any overall IT strategy?
  • 18. Example “Pass” Q: How does Genworth’s current vulnerability software fit in with the security strategy you are putting into place?
  • 20.
  • 22. Axceler as our example vendor
  • 23. 1. See the 2. Commit to a 3. Plan out the problem solution path change Status Quo Closed Deal
  • 24.
  • 25. 65% Source: Forrester Research, Inc.
  • 26. Setting the Buying Vision Context Bring clarity & Motivate change Content Conversation
  • 27. Discuss Issues with Status Their Ideas for Steps to Launch Quo Change Solution Uncover Their Change Their Fears Needs of Larger Motivations team Useful 3rd Party research Case studies Free trial/Live Content Educational Expert interviews demo webinars FAQs Planning checklist White papers ROI calculator 1. See the 2. Commit to a 3. Plan out the problem solution path change Status Quo Closed Deal
  • 28. Inventory and know your content.
  • 31. Sales Conversation Cheat Sheet • Content Details – Title, Author, etc. • Target Prospect - Who is it for and why • Content Insights - What can you teach • Sales Conversation – What are prompts and goals Developed by Ardath Albee – Marketing Interactions Her book – eMarketing Strategies for the Complex Sale http://www.marketinginteractions.com/
  • 32. Use content to ask the right questions to clarify your prospect’s buying vision.
  • 34. Content - Thought Leadership
  • 35. Create Conversations – You are not alone • Context - Only 30% of all companies align their governance plans with an end user adoption strategy • Question - Are you concerned that good governance could hurt user adoption?
  • 36. Put content in context of your buyer’s top 3 pain points.
  • 37. Content – Thought Leadership
  • 38. Create Conversations – You are not alone • Context - Only 29.6% of those not using a tool have an operational change manager model in place vs. 69.7% for those who use 3rd party tool. • Question - Has it been hard to put a compliance model in place?
  • 39. Help organize your buyer to represent their vision and ROI.
  • 42.
  • 43. Discuss Issues with Status Their Ideas for Steps to Launch Quo Change Solution Uncover Their Change Their Fears Needs of Larger Motivations team Useful 3rd Party research Case studies Free trial/Live Content Educational Expert interviews demo webinars FAQs Planning checklist White papers ROI calculator 1. See the 2. Commit to a 3. Plan out the problem solution path change Status Quo Closed Deal
  • 44.
  • 45. Sales Conversations, NOT Interrogations Roger Ciliberto Pete Gracey Cliff Pollan North American Sales Director Co-Founder CEO & Co-Founder @OneSource4Sales @Peter_Gracey @cliffpollan roger_ciliberto@onesource.com pgracey@agsalesworks.com cpollan@postwire.com www.onesource.com www.agsalesworks.com www.postwire.com Call me: 978-318-4398 Call me: 781-702-6999 Call me: 781-350-3416

Editor's Notes

  1. One-sided communication