Selling
at the
Speed of Trust
Copyright(C) 2011,2012 Gary Ambrosino, All Rights Reserved
TRUST
Sales
Technique
Trust
Prospect
Purchase
Decision
The Prospect
Today we sell in a straight line !
The myth...
A laser focus on improved yields, more clever lead scoring, and
more effective selling technique
will convert more and more
leads to closed business. The reality...
Opportunities
40% or less of
the leads that enter the funnel become sales opportunities. Source: The Bridge Group, PhoneWorks,TimeTrade Customers
And reality is....
...expensive
60%
Inside Sales
wasting time and money
“calling, chasing, and waiting”.
17% -40% Yield to
Opportunity
What You Are Really Doing Evaluation
Purchase
Lead
Promote
Trust
Cycle
Use
Trust
Referral
Sources: Brian Solis,The end of Business as Usual; McKinsey and Company, TimeTrade blog.garyambrosino.com
Sales Prospecting at the Speed of Trust
The New Math of Selling
Why Your Sales Leads Are Disappearing Into a Death Zone
“Traditional” Sales Cycle
Sales Engagement
Prospect
Company
•  Control the process
•  Pace the interaction
•  Drive the decision
• Use time based success criteria
Time-to-Trust Selling
Sales Process
Prospect
Company
Brand
Engagement
Experience
Tools
Brand
The Perception Gap
“Why do buyers interact with companies
through social sites”
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values, Feb 2011
The Perception Gap
“Why do buyers interact with companies
through social sites”
What Companies Think
1.  Learn about new products
2.  Get general information
3.  Submit opinion on current products
4.  See reviews and product rankings
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values, Feb 2011
The Perception Gap
“Why do buyers interact with companies
through social sites”
What Buyers Think
What Companies Think
1.  See reviews and product rankings
1.  Learn about new products
2.  Get general Information
2.  Get general information
3.  Learn about new products
3.  Submit opinion on current products
4.  Submit opinion on current products
and services
4.  See reviews and product rankings
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values, Feb 2011
The Perception Gap
“Why do buyers interact with companies
through social sites”
What Buyers Think
What Companies Think
1.  See reviews and product rankings
1.  Learn about new products
2.  Get general Information
2.  Get general information
3.  Learn about new products
3.  Submit opinion on current products
4.  Submit opinion on current products
and services
4.  See reviews and product rankings
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values, Feb 2011
The Perception Gap
“Why do buyers interact with companies
through social sites”
What Buyers Think
What Companies Think
1.  See reviews and product rankings
1.  Learn about new products
2.  Get general Information
2.  Get general information
3.  Learn about new products
3.  Submit opinion on current products
4.  Submit opinion on current products
and services
4.  See reviews and product rankings
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values, Feb 2011
The new role of inside sales changes to
monitoring, engaging,
and intercepting
emerging brand and
product trust in a way
that leads to a
purchase decision.
#TTSOT
Implementing “Inbound Sales”
Identify and capture key selling “Pivot Points”
in the Trust Cycle
Old Sales-Transaction based Process
Promote
Trial
2,700 Outbounds
Close
Demo
P
50 Demo
Calls
Old Sales-Transaction based Process
Promote
Trial
3,400
Outbounds
Close
Demo
P
Calling, chasing
and waiting
About 30% of available
inside sales bandwidth
50 Demo
Calls
Already
Identified
“Pivot Point”
Old Sales-Transaction based Process
Promote
Trial
3,400
Outbounds
Close
Demo
P
50 Demo
Calls
P
50 Demo
Calls
New Time-to-Trust Process
Zero
Outbounds
“Please Call
Me”
Time-to-Trust Results
30% Higher Close Rate 40% Faster Time-­‐to-­‐Close 20% Higher Connect Rate Trust-Based Selling
Implement and practice
one-call Inbound Sales
“One-call Inbound Sales” is a registered trademark of TimeTrade, Inc. E-mail
Outbound e-mail with
persistent availability
E-mail
Call
Outbound e-mail with
persistent availability
Single outbound
follow-up reminder
E-mail
Call
Outbound e-mail with
persistent availability
Single outbound
follow-up reminder
Trust Response
Inbound Sale
Time-to-Trust Results
•  20 to 30% more reps make quota
•  Demo no shows are cut in half
•  Product renewals are significantly higher
The Story Success
of the Inside Sales Superhero
3 Steps to Superhero Status
3 Steps to Superhero Status
Identify and capture a key selling “Pivot
Point” in the Trust Cycle
3 Steps to Superhero Status
Identify and capture a key selling “Pivot
Point” in the Trust Cycle
Create a persistent availability that makes it easy
for prospects to get your time and attention.
3 Steps to Superhero Status
Identify and capture a key selling “Pivot
Point” in the Trust Cycle
Create a persistent availability that makes it easy
for prospects to get your time and attention.
Implement and practice one-call Inbound Sales
Selling
at the
Speed of Trust
Copyright(C) 2011,2012 Gary Ambrosino