DCS: Jill Konrath "Using Conent to Establish Sales Credibility"
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The document discusses how businesses can use content to establish sales credibility and connect with buyers. It outlines that content marketing budgets have increased significantly in recent years. The document then discusses how content can help salespeople at each stage of the buyer's decision process by providing information to pique curiosity, initiate change, and help with option selection. It emphasizes using simple and aligned content that addresses buyer issues and priorities.
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DCS: Jill Konrath "Using Conent to Establish Sales Credibility"
- 1. Using Content to Establish Sales Credibility
- 2. Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here
- 3. Follow The Conversation on Twitter
- 4. Panelists Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
- 5. • Content That Connects Buyers & Sellers • Converts Leads To Opportunities • Leads To Closed Business Get your Free Content Audit! www.demandcreationspecialists.com
- 6. Growth of Content Marketing Avg. content marketing budgets are 33% of the total marketing budget (up from 29% in 2008) 6 of 10 marketers are increasing content marketing spending in 2010. Small companies spend more than 2x the amount on content marketing as larger companies.
- 8. $12 Billion
- 10. Using Content to Establish Sales Credibility Jill Konrath Author, Sales Strategist, Speaker
- 11. Marketing / Sales Gap
- 12. SALES Giving salespeople the insights, ideas & information they need to open doors and close sales. Enablement
- 13. Beware the naked seller!
- 14. Key Factors Business Case Buyer’s Ecosystem Decision Process
- 15. Responsibilities Objectives & measures Strategies & initiatives Internal & external factors impacting Status quo Rational for change Positioning the Business Case
- 16. Don’t make them search for the value Camouflage art by Liu Bolin
- 17. The Foundation Lead generation Sales tools For salespeople’s confidence and the right messaging www.snapselling.com
- 20. Busy woman They haven’t got time for the pain.
- 21. They can’t handle complexity!
- 22. Competing agendas, turf issues, conflict
- 23. Don’t waste my time!
- 25. SNAP Factors S imple Complex A ligned Irrelevant i N valuable Ordinary P riority Nicety D-Zone Go Zone
- 26. It takes lots of plays to score!
- 27. How can we sell to crazy-busy people?
- 28. The Decision Process 1st Decision ALLOW ACCESS 2nd Decision INITIATE CHANGE 3rd Decision SELECT OPTIONS
- 29. 1st Decision: Allow Access Pique Curiosity = Goal How to increase … • How XYZ Co achieved 5 strategies to … • What the new legislation means New trends impacting • How to deal with … issue
- 30. 2nd Decision: Initiate Change Buyer Issues No reason to change Not sure if worth it Impact on status quo Buy-in issues Can’t figure it out Sales Content White papers Articles Case studies Webinars / events Financial analysis
- 31. 3rd Decision: Select Options Buyer Issues Making right decision Justifying choice Implementation problems Reducing risk Sales Tools How to choose … 6 mistakes to avoid Questions you should ask .. External validation Implementation plans
- 32. Make It
- 33. Keeping in touch
- 34. Photo compliments of www.conversationmarketing.com
- 35. Make Your Reps Stand Out in the Crowd
- 36. SNAP Factors S imple Complex A ligned Irrelevant i N valuable Ordinary P riority Nicety D-Zone Go Zone
- 37. For more info …. www.SnapSelling.com NEW May 2010 Download 2 chapters Four FREE resources FREE launch bonus: Winning Sales Questions eManual ($77) Need a speaker for your upcoming sales meeting? Jill Konrath shows sellers how to increase sales to crazy-busy prospects. To learn more, email jillkonrath@snapselling.com
- 38. Questions Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
- 39. Thank you! Andrew Gaffney Editor DemandGen Report Jill Konrath Author of: Snap Selling
- 40. Clients:
- 41. Contact Owen McDonald for your FREE Content Audit. Owen McDonald VP, Client Strategies 1 (786) 200-4538 [email_address]
- 42. Save The Date for the Next DCS Webinar: Content's Role in Real-Time Marketing Featuring Monique Reece, Author of the new Book “Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing and Create a Culture of Execution”
Editor's Notes
- #2: Welcome from. Andrew Gaffney, Editor of DemandGen Report. Subscribe to weekly newsletter.
- #3: Presentation Title Goes Here Insert Version Number Here © 2003 Citrix Systems, Inc.—All rights reserved. Housekeeping. Invite you submit questions in the GoToWebinar dashboard. Submit as they come to mind, but we will get to them at the conclusion of the presentation. Other housekeeping items: Recording of today’s session will be available to all registrants so you can go back and review or pass along to colleagues. Slides will also be posted on SlideShare.
- #4: Presentation Title Goes Here Insert Version Number Here © 2003 Citrix Systems, Inc.—All rights reserved. You can also take part in the conversation around Sales Credibility during’s webinar by posting your questions or comments on Twitter, suing the hashtag above—contentcred.
- #5: Our featured presenter today is Jill Konrath, a leading-edge sales strategist and business advisor, is a popular speaker at annual sales meetings and association events. She helps sellers crack into corporate accounts, speed up their sales cycle and win big contracts. She's the author of the instant sales classic, Selling to Big Companies , an Amazon Top 25 sales book for 4 years running. In 2008, Fortune selected it as one of eight "must read" sales books, along with classics such as How to Win Friends & Influence People, The New Strategic Selling and Getting to Yes. Her 2nd book, Get Back to Work Faster , came out in November, 2009 . This book shows job seekers how to leverage Selling to Big Companies strategies to find a new position. Jill is currently at work on her 3rd book on selling to crazy busy decision makers which will be published by Portfolio, Spring 2010. Satisfied clients include IBM, GE, Microsoft, 3M, Hilton, AAA, CoxTarget Media, General Mills, Medtronic, UnitedHealthcare, Bombardier, Business Journals, RSM McGladrey, Imation, eFunds, Acresso, UniFirst, OpenPeak and many more. Read more: http://sellingtobigcompanies.com/content_display.jsp?top=8505&mid=8576#ixzz0wPHp47dn
- #7: To set the stage for Jill’s presentation I want to talk about a few converging trends we are seeing specific to content marketing. Increased spending on content marketing—represents about 1/3 of total budget--not just among big companies.
- #8: First we are seeing increased interest and investment in sales enablement tools and processes as deal flow is starting to slow—more focus on nurturing and acceleration—for which content marketing is also a key component.
- #9: IDC estimates that at least 30% of companies' marketing investment, program, and people spend is dedicated to creating content and marketing assets. With total global marketing spend in the technology sector estimated at approximately $41 billion, this translates into over $12 billion spent to create these assets.
- #10: IDC research shows that up to 80% of the content Marketing generates is not used by Sales, even though much of it is specifically created for them. IDC research shows that up to 80% of the content Marketing generates is not used by Sales, even though much of it is specifically created for them. Additionally, customers say that Sales reps are insufficiently prepared for their initial meeting 50% of the time.