10 Tips for Success – Web-touch Selling
How Web-touch Enabling Your Sales Process Produces Dramatic Gains in Sales Productivity
Stu Schmidt
VP, Solutions Group
1
WebEx Confidential
Agenda
• What do we mean by Web-touch Selling?
• The impact to Shape and Velocity of your funnel
• The ten tips
• Q&A
2
WebEx Confidential
Poll – Have Any of These Happened to You?
• You and your team fly in for a big prospect
presentation only to discover the prospect is
months away from the project
• You arrive the night before the prospect call, but
your SE is snowed in and won’t make it in time
• Your day-trip to LA gets off to a hot start when the
guy in the center seat spills his coffee on your shirt
3
WebEx Confidential
Selling Models
Objective: Highest sales productivity, lowest resource usage,
shortest sales cycles
High
Engagement
High-touch
Low
4
Web-touch
Low-touch
Resource Utilization Effectiveness
WebEx Confidential
High
Shape and Velocity – Shape Considerations
Conversion Ratios
What are the
implications?
Which funnel
would you
rather have?
5
WebEx Confidential
Impact of Web-touch to Conversion Ratios
• Objective: qualify opportunities out of the sales funnel early
so that time and effort are focused on opportunities more
likely to close
• Web-touch provides:
– Application of less expensive resources on the early stages than hightouch
– Ability to touch far more prospects per day than high-touch
– More in-depth customer experience than low-touch
– Better qualification than either
• A 10% improvement in the conversion ratios of the first two
steps of a seven step sales process can result in a 40%
improvement to sales productivity
6
WebEx Confidential
Shape and Velocity – Velocity Considerations
• How long will it take to go from:
– Prospect to discovery?
– Discovery to solution?
– Solution to agreement?
– Agreement to contract?
• Impact of lag time
1 mile
Average 60 mph
7
WebEx Confidential
30 mph
? mph
Impact of Web-touch to Velocity
• The greatest driver to lengthening a sales cycle is not the
time it takes to conduct a meeting – it’s how long it takes to
schedule the next meeting
– Every time you have to schedule an additional sales call due to lack of
resources, answers or decision makers adds weeks to the sale
– Too many of these, and we’re forced to do unnatural acts
• Web-touch provides:
– More immediate access to internal resources or experts than hightouch
– Better access to decision makers than low-touch
– Faster answers to issues than either
• A 10% reduction in sales cycle length can increase
productivity by 25%, and move deals into this quarter
8
WebEx Confidential
Poll – Effectiveness of Cold-calls
If your sales force cold-calls prospects, what is their
success rate of getting the first meeting?
1. < 1 %
2. 1% to 5%
3. 5% to 10%
4. > 10%
9
WebEx Confidential
SiriusDecisions Research*
SiriusPerspective:
You have less than a 3% chance of getting the first
meeting
First
Most sales people are unsuccessful
Meeting
without marketing support. Only 5%
Acceptance: return phone calls and less than 25%
accept meetings.
*Source:
SiriusDecisions
2006
10
WebEx Confidential
Tip 1: Lead Generation – Effective Webinars
• Campaign strategy – design of the program
• Technology
• Event design and planning
• Promotion
• Execution
• Post-event action
• Metrics and measurement
11
WebEx Confidential
Tip 2: Call Preparation
12
WebEx Confidential
Tip 3: Effective Discovery
13
WebEx Confidential
Tip 3: Effective Discovery
14
WebEx Confidential
Tip 4: Immediate Gratification
Sales Rep View
Prospect View
15
WebEx Confidential
Tip 5: Eliminate Sales Cycle Lags
16
WebEx Confidential
Tip 6: Constant Contact
ABC Corp.
Customer ABC Corp. Portal
Call
schedules
Sales
documents
Missed
meeting
Team
Members
17
WebEx Confidential
Tip 7: Mutual Action Plan (Trip-Tik)
April 30
May 30
Legal Review
Needs
assessment
info to Stu
Create P.O.
Agree on
timeline
Today
April 4
June 30
Contract
signed June 6
Dan to
approve
System up
and
running
July 15
Implementation
Implementation
Create
Proposal
Discovery
Meeting
Identify and
validate
business
objectives
Mutual
agreement
5/10
Key
Case studies
to Dan
18
WebEx Confidential
WebEx
ABC Inc.
Tip 8: Avoid T&C Email Delays
19
WebEx Confidential
Tip 8: Avoid T&C Email Delays
20
WebEx Confidential
Tip 9: Embrace the Power of the Medium
21
WebEx Confidential
Tip 10: Accelerate with Web-touch
Develop business
strategy and define
initiatives
Determine
requirements
Evaluate
options
Resolve issues
& finalize
contracts
Select
solution
Implement &
evaluate
success
WebEx Selling® SALES PROCESS STEPS
Prospect
Call-out
Discovery
Solution
Agreement
Contract
Win
SALES PROCESS MILESTONES AND VERIFIABLE OUTCOMES
Territory Plans
Effective
marketing
campaigns
Selling plays
Meets marketing
criteria
Driving concerns
identified
Access to
Decision Maker
Action Plan
underway
Initial
qualification
established
Action questions
answered
Quantify value
Pre-proposal
review conducted
Potential
Sponsor
identified
Sponsor agreed
to move forward
Access to DM
negotiated
Agreed to
above in
Concern
Confirmation
Establish solution
Discover
purchasing
process
Action Plan
proposed
Action Plan
agreed upon
Negotiate pricing
and terms and
conditions
Legal terms and
conditions
Signed
documents
Contract
negotiation
in process
Buying decision
made
Verbal
approval
received
MANAGEMENT SYSTEM
10%
22
WebEx Confidential
25%
50%
75%
90%
100%
Q&A
psconsulting@webex.com
23
WebEx Confidential