Business Development & Sales IE Business School 2023/24 PDF

Business Development & Sales IE Business School Prof. Antonio González Fernández Sessions 3-4 | 2023/24 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1 Welcome to S3-4 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 2 Our agenda for sessions 3-4 ● The Art of Selling: Techniques to Win Over Customers ● The Science of Selling: Analytics for Success © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3 S3 The Art of Selling: Techniques to Win Over Customers © Professor Dr. Antonio González Fernández for IE Business School 2023/24 4 Sales Methodology and Strategies Knowledge Discipline Skills © Professor Dr. Antonio González Fernández for IE Business School 2023/24 5 Sales Methodology and Strategies © Professor Dr. Antonio González Fernández for IE Business School 2023/24 6 The Personal Selling Process (PSP) ● The Sales Organization into practice ● How an individual Salesperson prepares for engagement and success in terms of business development © Professor Dr. Antonio González Fernández for IE Business School 2023/24 7 How would you deﬁne a salesperson? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Being a salesperson: what does it mean? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Salesperson “(...) people responsible for generating leads, converting leads into sales and retaining customers” Chung & Das Narayandas, 2014 “(...) a successful network, a marketing expert as well, (...) excellent team manager and entrepreneur spirit” Guerini, 2017 “(...) one who will bring in customers (...)” Roberge, 2015 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Salesperson The sales rep - a boundary role (adapted from Steenburgh, 2006): ● For the company, sales reps are the voice of the customer ● For customers, are the physical embodiment of the supplier The sales reps are then the balance between customers’ and selling ﬁrm’s interest Two basic personality traits of salespeople (Mayer & Greenberg, 1964) are: empathy (1) and ego drive (2) ● Empathy enables salespeople to handle clients’ problems as their own and ● Ego drive brings resilience to persist even after failure Further research has shown that ambivert(3) is a key trait of sales reps personality, in order to adapt to our customer’s personality © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Marketing Customer Salespeople Supply Chain Selling Organisation © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Salesperson: the boundary role © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Salesperson: the boundary role The concept of Boundary Role was developed by HBS Professor Frank V. Cespedes to illustrate how salespeople are the heart of the organisation, linking selling organisation with buying company. Sales rep is often called “customer owner” and “face of the selling organisation” © Professor Dr. Antonio González Fernández for IE Business School 2023/24 What type of sales rep are you? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 I’m feeling more comfortable with.. - Being persuasive I easily bounce back from rejection I’ve got a strong sense of urgency I enjoy cold-calling, sourcing and qualifying new leads - Getting appointments - Delivering presentations that address customers’ problems - Negotiating and securing new business Narayandas & Weinstein (2005) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 16 I’m feeling more comfortable with.. - Being empathetic Consistent Develop and maintain long term relationships I enjoy providing expert advice Networking with customers to ﬁnd new leads Negotiating and securing new business with existing customers © Professor Dr. Antonio González Fernández for IE Business School 2023/24 17 I’m feeling more comfortable with.. - Being persuasive I easily bounce back from rejection I’ve got a strong sense of urgency I enjoy cold-calling, sourcing and qualifying new leads - Getting appointments - Delivering presentations that address customers’ problems - Negotiating and securing new business - Being empathetic Consistent Develop and maintain long term relationships I enjoy providing expert advice Networking with customers to ﬁnd new leads Negotiating and securing new business with existing customers Narayandas & Weinstein (2005) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 18 Hunter? Or farmer? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 19 The Personal Selling Process (PSP) Source: www.sybase.com © Professor Dr. Antonio González Fernández for IE Business School 2023/24 20 The Personal Selling Process (PSP) Occurs when a company representative (sales rep) interacts directly with current customer or prospect to detect eventual pain points and problems that can be solved with the offer of selling company. Manning et al. 2014 Selling and buying organizations interaction that implies different types of encounters -most of them live- to qualify prospect, assess customers’ solutions and pain points, present the offered solution to the buying company, handle objections, negotiate sale agreement, payment conditions and after sale services. Prof. Antonio González PhD. 2019 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 21 What are the activities that happen before, during and after the selling process? You tell me © Professor Dr. Antonio González Fernández for IE Business School 2023/24 22 Co-creation activity © Professor Dr. Antonio González Fernández for IE Business School 2023/24 23 The Personal Selling Process (PSP) PRIDE Selling PRIDE Selling © Professor Dr. Antonio González Fernández for IE Business School 2023/24 24 The Personal Selling Process (PSP) PRIDE Selling 1) Planiﬁcation 5) Evolution 2) Readiness 4) Debrieﬁng 3) Interaction © Professor Dr. Antonio González Fernández for IE Business School 2023/24 25 The Personal Selling Process (PSP) 1) Planiﬁcation: a) Focus of your activity→ New business development or sales management? b) Effort allocation→ how many visits, calls, emails to what customer segment? c) Sales quota→ how much do I have to sell? In what period of time? d) Your role in the sales team e) CRM: preparation, execution and reporting of your sales activities © Professor Dr. Antonio González Fernández for IE Business School 2023/24 26 “To be prepared is half of the victory” Miguel de Cervantes © Professor Dr. Antonio González Fernández for IE Business School 2023/24 The Personal Selling Process (PSP) 2) Readiness: “preparation is half of the victory” Miguel de Cervantes a) Once you know who you are meeting… prepare accordingly! b) Time to address: i) Gather information about your buying center and the company ii) Open and closed questions iii) Your objectives for the interaction (F2F, online, asynchronous, …) iv) BANT v) SPIN © Professor Dr. Antonio González Fernández for IE Business School 2023/24 28 The Personal Selling Process (PSP) 2) Readiness: “preparation is half of the victory” Miguel de Cervantes 3 types of information: 1. Do you know my company and my marketplace? a. Customer Mission b. Customer Vision for the future c. What does customer do? d. Performance and positioning in its market 2. Do you know me? Information about people involved in decision 3. Do you have any special added value? (Why should they buy?) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 29 The Personal Selling Process (PSP) 2) Readiness: “preparation is half of the victory” Miguel de Cervantes Objectives of the meeting: prospect qualiﬁed already? Non-qualifying goals: a. Primary goal: outcome that makes your meeting a complete success at this stage of sales cycle b. Secondary goal: what makes the meeting “proﬁtable” even if you don’t reach your primary goal c. Exit goal: your minimum takeaway to avoid a failure Company can provide non qualifying goals, particularly for existing customers. However, focus always on “why” are you visiting this customer and “what” you want to take away fo the visit at this stage of the sales cycle to deﬁne your meeting’s goals. © Professor Dr. Antonio González Fernández for IE Business School 2023/24 30 The Personal Selling Process (PSP) 2) Readiness: “preparation is half of the victory” Miguel de Cervantes Prospect not qualiﬁed yet? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 31 The Personal Selling Process (PSP) 2) Readiness: “preparation is half of the victory” Miguel de Cervantes Open questions always provide more information Closed Q: Open Q: Usually start with a verb Usually start with a “WH” © Professor Dr. Antonio González Fernández for IE Business School 2023/24 32 The Personal Selling Process (PSP) 2) Readiness: “preparation is half of the victory” Miguel de Cervantes For Open Q use always What|Why|How|When|Where “What is” questions: to gain empathy and understanding from others experience “What caused”: to gain insights into why things are the way they are “Why” and “Why not”: to get critical insights “What if”: to challenge statu-quo Source: Dyer, Gregersen & Christensen, 2011 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 33 The Personal Selling Process (PSP) 2) Readiness: “preparation is half of the victory” Miguel de Cervantes Questions for qualifying customers within the BANT must be organized to be deployed following this order: Situation → data & background gathering to get perspective Problem → currents pain-points, crucial steps and milestones Implication→ exploring the consequences of solving the pain-point Need-payoff→ motivate the client the desired beneﬁt from implementing the solution © Professor Dr. Antonio González Fernández for IE Business School 2023/24 34 The Personal Selling Process (PSP) 2) Readiness: “preparation is half of the victory” Miguel de Cervantes - Finish the stage of Readiness with your GAIN worksheet before jumping into stage 3 Goal What do you want to get? Primary, secondary and exit goal Asset What do I have to offer? Demo, sample, arguments, success story Information What information am I going to give? And what info do I need to take away from the meeting? Next-steps What am I going to do after this meeting considering the goals achieved? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 35 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! © Professor Dr. Antonio González Fernández for IE Business School 2023/24 36 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! Eye contact, smile and handshake Body language Cultural rules © Professor Dr. Antonio González Fernández for IE Business School 2023/24 37 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! Positive Opening BANT Problem Detection & Qualiﬁcation Objection Handling & closing Conveying your solution SPIN © Professor Dr. Antonio González Fernández for IE Business School 2023/24 38 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! 2) Make a personal remmark to create rapport 1) Positive comment about customer 5) Start with general comment to convey the purpose and beneﬁt of your contact 5 points to create positive opening remarks 3) Open with something broad without implications 4) 1st contact: open with a reference to previous call © Professor Dr. Antonio González Fernández for IE Business School 2023/24 39 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! Use a sequence of questions to develop an added-value solution SPIN Situation Problem Implication Need-Pay off What type of printers do you use for this application? Why is this application diﬃcult? What is your main priority? How can this affect to your productivity? How much time/money could you save if you solve this problem? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 40 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! 4 steps method to handling customers’ objections: 1. Listen to the end→ shows respect and interest 2. “Yes and” → 1st we agree (positive mood and conﬁrms respect) 2nd (“and”) we outline an alternative escenario to address the objection aligned with the client 3. Question the objection→ to unveil the root cause 4. “Me too” → common in B2C “I have it at home and works amazing!” © Professor Dr. Antonio González Fernández for IE Business School 2023/24 41 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! Closing signals can be obvious or not: - I like it! When can I have it? - Users will like it, seems easy to use - Ask about details on installation or after sale service Agrees with head or open his/her eyes Shows the product to other colleagues Smiles, looks happy and relaxed © Professor Dr. Antonio González Fernández for IE Business School 2023/24 42 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! Recognize, clarify and conﬁrm your customer needs→ Using statements like - “ I understand that your main problem is …” - “Regarding to “this issue” you can get advantage on …” - “I realise that your key beneﬁt will be…” © Professor Dr. Antonio González Fernández for IE Business School 2023/24 43 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! Closing actions: - What do you think about our offer? - Will you need a copy of the CE certiﬁcate? - Can you conﬁrm the delivery address? - How many units do you want? - Do you prefer the standard packaging or the 3x2 offer? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 44 The Personal Selling Process (PSP) 3) Interaction: time to deploy the work done during the Readiness stage! And if we don’t close the deal... Agree with your customer next steps after your meeting - What you are going to do after this meeting - When? - How: it’s important to deﬁne how are you going to do it if it involves demos ie. - If possible, an email summarizing (MoM) the key points of your meeting and agreements is highly recommended © Professor Dr. Antonio González Fernández for IE Business School 2023/24 45 The Personal Selling Process (PSP) 4) Debrieﬁng Debrieﬁng is the process of reviewing if the outcomes of the meeting match the initial goals that we have deﬁned (primary, secondary and exit goal) and to point out the reasons why we have deviated from them → review your “GAIN guide” and check the gaps! © Professor Dr. Antonio González Fernández for IE Business School 2023/24 46 The Personal Selling Process (PSP) 4) Debrieﬁng Have we meet our GOALS for the intreaction? If we didn’t why? → re-address the process: - Goal deﬁnition problem? - Qualiﬁcation issues? - Hidden objections? - Further diagnose and demonstration required? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 47 The Personal Selling Process (PSP) 5) Evolution→ why follow up is crucial? a) Secures Commitment: Ensures that any commitments made during the meeting are kept. b) Relationship Building: Provides an opportunity to strengthen the business relationship and trust. c) Clariﬁes Ambiguities: Resolves any questions or concerns that may have emerged post-meeting. © Professor Dr. Antonio González Fernández for IE Business School 2023/24 48 The Personal Selling Process (PSP) 5) Evolution: Strategies for Effective Follow-up - Immediate Acknowledgement: Send a thank-you note within 24 hours. - Actionable Summary: Provide a brief summary of key discussion points and next steps. - Set Next Meeting: If applicable, propose a date for the next meeting or touchpoint. © Professor Dr. Antonio González Fernández for IE Business School 2023/24 49 The Personal Selling Process (PSP) 5) Evolution: What to Avoid in Follow-up - Neglecting Timeliness: Delaying follow-up can lead to lost interest. - Being Vague: Lack of clarity can create confusion and jeopardize the sale. - Over-communication: Too many follow-ups can annoy the client and be counterproductive. © Professor Dr. Antonio González Fernández for IE Business School 2023/24 50 Buying center roles and complex sale © Professor Dr. Antonio González Fernández for IE Business School 2023/24 51 Buying center roles and complex sale Complex selling is sale where a group of people must provide their input or approval before buying decision is made ➔ Both selling and buying organisations have multiple options ➔ Numerous levels of responsibility are involved ➔ Decision making process is seldom self-evident ot an outsider (complex) Adapted by Professor Antonio González Ph.D. from Miller & Heiman,1998 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 52 Buying center roles and complex sale ➔ A sale that has relevance and implications to ﬁrm performance ➔ A sale that involves complex product, service (or bundling of both) ➔ And it’s complex not only by the nature of the product itself but also because buying process involves multiple departments or business units exceeding the authority of one employee (buying team), often requiring C-level sponsorship (or validation) Strategic Selling → Complex Sale + longer sales cycle Adapted by Professor Antonio González Ph.D. from Dutton & Ashford,1993 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 53 Buying center roles and complex sale Buying center roles https://youtu.be/RvA2iP-99mc?si=2PdBDr9fLppZaAnT © Professor Dr. Antonio González Fernández for IE Business School 2023/24 54 Buying center roles and complex sale Buying center roles Buying Center members are managers who take on the set of behavioral roles to aid understanding in purchasing process Harvard Professor Thomas V. Bonoma has identiﬁed 6 types of roles for buying center members: Initiator Decider Gatekeeper Purchaser Inﬂuencer User © Professor Dr. Antonio González Fernández for IE Business School 2023/24 55 Buying center roles and complex sale Who’s play what role? What about the role? Buying center role (name) Motivation & attitude toward the deal an ally or a detractor? Ambassador? Why? A saboteur? Why? Initiator Gatekeeper Inﬂuencer Decider Purchaser User(s) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 56 Team Selling Selling in teams is more complex than selling alone because, since there are more smart people in the room, at both sides (selling and buying organizations) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 57 Team Selling: overview Source: Kellogg Sales Institute © Professor Dr. Antonio González Fernández for IE Business School 2023/24 58 Team Selling A script for the meeting and a separation of roles is required in order to achieve speciﬁc goal to move the deal forward © Professor Dr. Antonio González Fernández for IE Business School 2023/24 59 Team Selling: elements Process leader (salesperson) 󰞴 • Salesperson managing the lead and the funneling process • Brings in a colleague or current customer to move the lead (or prospect) forward in the sales funnel 2 people • Speciﬁc goals for the meeting, roles and tasks Perspective leader (ie technician)󰞳 • Supportive role in the PSP • This colleague(s) are having the formal role of negotiators, specialists, product managers, sales manager or VP etc. • Adds a particular set of skills and knowledge to address roadblocks, objections, barriers or to show particular added value of the proposed solutions © Professor Dr. Antonio González Fernández for IE Business School 2023/24 60 Team Selling • More different habits emerge • Multiple skills come into play • Different perspectives over the clients' inputs bring different and divergent reactions • Additional preparation and discipline is required • Who's the director of the orchestra? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 61 Team Selling © Professor Dr. Antonio González Fernández for IE Business School 2023/24 62 S4 The Science of Selling: Analytics for Success © Professor Dr. Antonio González Fernández for IE Business School 2023/24 63 The sales tip! “Success is a lousy teacher. It seduces smart people into thinking that they can’t lose” - © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Bill Gates Contents - Understanding what is the CRM Overview of the main CRM suppliers The fundamentals of Sales metrics Why CRM is important for salespeople © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? Over the past decades, business has experienced technological advancements that have made easier project management, manage budgets, for HR to manage its people, IT to handle data and even forecasting for sales managers © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? But what is technology? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? #scientiﬁcknowledge #hardware #IoT #software #appliedknowledge #engineering #system #automation © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? However, how has technology helped the sales reps over the years? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? It really hasn’t © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? Sales technology has been so ineffective for sales people that many corporations still refuse it. Most sales technology does not work for sales reps because it creates work for sales reps, administrative sales tasks and consumes time we need for lead generation, prospect development and conversion; away from selling © Professor Dr. Antonio González Fernández for IE Business School 2023/24 WHY? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? (...) because technology has been built for sales leader, not for the sales rep (...) so technology does not work for salespeople but creates work for sales people Mark Roberge, CMO Hubspot 2015 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? CRM was used as a tool to control rather than to support sales rep activity… Till few years ago! © Professor Dr. Antonio González Fernández for IE Business School 2023/24 1. What’s technology? What is CRM nowadays? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 2. CRM Overview © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Started as ERP Started as CRM Started as CRM for SMB © Professor Dr. Antonio González Fernández for IE Business School 2023/24 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 2. CRM overview: main available options Large corporations SMB (SMC) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 2. CRM Overview This is how a CRM looks like nowadays © Professor Dr. Antonio González Fernández for IE Business School 2023/24 2. CRM Overview - sales opportunity follow up Remember! © Professor Dr. Antonio González Fernández for IE Business School 2023/24 2. CRM Overview - sales opportunity follow up © Professor Dr. Antonio González Fernández for IE Business School 2023/24 2. CRM Overview - sales opportunity follow up B2B: “opportunity” It is the name given to the new business or deal , the chance to convert a prospect into a customer. Once the prospect enters into the BoFu it’s commonly known as opportunity until we gain and close the sale (becoming a customer) or its gained by our rivals © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Do we need a CRM to close deals? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Sales technology needs to be approached in the right way because modern sales technology enables two opportunities: 1. Sell faster: by accelerating the current sales process through the elimination of paperwork and mundane tasks for salespeople 2. Sell better: create better buyer experience for customers by capturing buyer context and making that context available to salespeople whatever they are © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation Boosting Prospecting (and nurturing) Enhancing Conversion © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation Boosting Prospecting (and nurturing) Enhancing Conversion © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management To improve funneling→ don’t buy database list! - Instead, use technology to craft a simple method to Accelerate Lead Generation with Technology (at zero cost): © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation with Technology (at zero cost): 1. Conduct a Google search for a phrase that yields qualiﬁed companies 2. Click through to the ﬁrst company that looks interesting © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation with Technology (at zero cost): 3. Surf its web→ Qualiﬁes for a lead? 4. GO to your CRM and check In your CRM © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation with Technology Conduct additional research © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management - Territory (if geography based sales force) - Industry - Executives search on LinkedIn (social selling), Twitter © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation with Technology (at zero cost): Results: 10 minutes for 10 clicks for 1 lead sourced (5 leads/hour) Long process with a lot of work (but zero cost) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation with Technology (at zero cost): 1. Conduct a Google search for a phrase that yields qualiﬁed companies 2. Click through to the ﬁrst company that looks interesting 3. Scan its website to verify whether the company appears to be qualiﬁed for your service 4. Check in your system if this account belongs to another sales rep © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation with Technology (at zero cost): 5. If the company is not “owned” by another sales rep, conduct a research online to ﬁnd the key executives who would be involved in the purchase decision 6. Conduct additional research to ﬁnd the industry, revenue, territory and contact information for the company and its executive contacts 7. Type all these information into your CRM (if any) Results: 10 minutes for 10 clicks for 1 lead sourced (5 leads/hour) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management What if we have some budget? © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management There are a lot of providers with affordable solutions for startups and SMC © Professor Dr. Antonio González Fernández for IE Business School 2023/24 © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management There are a lot of providers with affordable solutions for startups and SMC: © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management However, there is no provider that can tell you the ideal proﬁle of your leads That why the manual process we’ve shared before is useful, because it help us to deﬁne criterias, targeted company proﬁles, qualifying and another relevant factors ! © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Accelerate Lead Generation Boosting Prospecting (and nurturing) Enhancing Conversion © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Boosting Prospecting : Technology can bring much more value in the MoFu because a lot of sales tasks can be automated! © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Boosting Prospecting → automating tasks - Emailing campaigns for nurturing leads - Filtering your prospects with different criteria to optimize results - Once contact has been established, technology can automate and program emailing to nurture - Also different templates can be used within this automated process in order to save lots of time to our salespeople © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management Boosting Prospecting emailing tasks → - Emailing sequences: prospecting on autopilot to keep them from slipping and free up more time to close warm deals - Emailing templates: avoiding repetitive emails using drafts that can be programmed © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management - Email tracking: knowing at the second when the lead opens an email, clicks a link, watched a video or downloads a document that enable different actions - Scheduling: use ML to deliver emails to schedule calls when the prospect is more likely engage © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management - Documents: optimize and personalize your pitch by seeing who views your documents and the pages where they spend time on © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management - Meeting: sharing links (Doodle type) that give leads the power to choose a time that works better for them (G Calendar, iCalendar, Oﬃce, etc) © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management - Live chat bots: connect with your prospect when he/she is actively engaging with your website and route conversations to the right partner to add customer value © Professor Dr. Antonio González Fernández for IE Business School 2023/24 3. Perspectives on the roles of technology in Sales Management - Calling: queue up a list of calls making them from your browser logging your calls directly to your CRM, recording them with just a click if necessary © Professor Dr. Antonio González Fernández for IE Business School 2023/24 Thanks for your attention! Follow me for more marketing and business insights @prodamarketing © Professor Dr. Antonio González Fernández for IE Business School 2023/24 114

Business Development & Sales IE Business School 2023/24 PDF

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