Simple strategies to cut through the noise and engage sales

Transcript

1. 3 Simple Strategies to Engage a Distracted Sales Force with Consistency
   Anthony Larkin
   Cut Through the Noise
   

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2. Who am I?
   Dad, husband, marketing nerd, tech geek, golf nut, ski fanatic …
   @alrkn
   /in/anthonylarkin
   

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3. 201
   The year was
   we had an up-hill journey ahead
   

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4. The Challenges
   We all know what the real problem is …
   Salespeople.
   AMIRIGHT!?! I mean … c’mon.
   No but really … put yourself in their shoes and
   you’ll start to understand the real challenges.
   

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5. The Real Challenges
   Why is it so hard to get your messages heard … and repeated
   • Broad portfolios
   • Information overload
   • Distractions
   • Market context
   • Fragmented messages
   • Lack of trust in message
   • “Telephone”
   

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6. 3
   things you can do
   

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7. #1
   Get in the Jump Seat
   

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8. Get in the Jump Seat
   Get first-hand perspective from the field and customers
   Training at the point of sale
   • Spend ½ day with sales and presales teams
   • 1 – 2 days meeting with customers
   • ½ day debrief in the office
   • Synthesize the best of tribal knowledge with
   institutional knowledge
   

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9. Get in the Jump Seat
   Help your customers get hands on
   • Validate your messaging with
   customers
   • Build a see-try process and
   value confirmation model
   • Show sales what’s in it for
   them – sample oppty
   

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10. #2
    Consistency, Consistency
    

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11. Consistency, Consistency
    Less is often more, help create focus
    Foundational positioning & messaging
    All downstream messaging stems from this.
    Web copy, product briefs, videos, social, PPT, video
    Authoritative Sales Tool Kits
    Prune regularly, only keep what is needed
    Organize simply (by use case/asset type/sales stage)
    

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12. Consistency, Consistency
    Don’t just tell, but show them the way
    Showcase differentiation and align to
    trends in market releases with more
    unified messaging
    Align Go To Market
    Enable sales and marketing
    conversations around customers’
    business and IT initiatives
    Solutions and Ref Archs
    Document and train on who what
    and how to sell solutions with
    specific tools and guidance
    Sales Plays
    

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13. #3
    Video Killed the PowerPoint Star
    

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14. Video killed the PowerPoint star
    Cheap, easy, DIY video to get your messages out to the field
    Don’t be afraid
    to have some
    fun with it
    “Much more engaging than
    slides and voiceover!”
    "This section is incredibly good,
    thank you, Anthony, and thanks to all
    the speakers! Very useful, waiting for
    more videos to become available."
    "Love this approach
    guys, great work!"
    

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15. Video killed the PowerPoint star
    The basic video tool kit
    • Zoom/Hangouts/FaceTime
    • QuickTime (optional)
    • iMovie
    • Handbrake
    • Samson Go-mic
    • HD Web Cam
    

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16. THANK YOU
    1. Get in the Jump Seat
    2. Consistency, Consistency
    3. Video Killed the PPT Star
    @alrkn /in/anthonylarkin
    

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