What are the secrets to unlocking more sales at a lower cost? HEINZ How do you match your sales strategy with the way your customers want to buy? Where do you spend your time to build the biggest-possible sales pipeline? SUCCESSFUL SELLING SUCCESSFUL How do you close more business when your buyer is in control? This book answers these questions while addressing more than 50 additional strategies, tactics and best practices to help you attract more prospects, focus on customers who want to buy, increase your referrals & repeat business, plus build a predictable and scalable pipeline of future business for months to come. SELLING HOW TO ATTRACT, MANAGE, CLOSE AND KEEP This book covers topics such as: MORE BUSINESS IN A BUYER!CENTRIC WORLD t )PXUPHFUUISFFIPVSTCBDLFWFSZEBZ H t 'JWFUJQTUPBWPJEDBMMSFMVDUBODFBOESFBDIOFXQSPTQFDUT OW T t )PXUPCVJMEBMJTUPGZPVSDPNQFUJUPSTDVTUPNFST O A t UJQTGPSCVJMEJOHNBOBHJOHBCJHHFSTBMFTQJQFMJOF TT R t )PXUPCVJMEUIPVHIUMFBEFSTIJQBOEJOGMVFODF A C T t )PXUPBDIJFWFBGSJDUJPOMFTTTBMFFWFSZUJNF , M t "OENVDINPSF A N A GE , C LOSE “I’ve worked with hundreds of marketers in my career. Matt is at the absolute A top of the heap.” -- Dave Chase, Managing Partner, Altus Alliance ND K EEP “Matt is the kind of strategic thinker and leader who can have a real impact on M moving an organization forward. He sees the big picture of what a company ORE needs to do to be successful.” -- Melissa Stevens, Partner, OneAccord B USINESS I N ABOUT THE AUTHOR: A B Matt brings more than 12 years of marketing, business development UYER and sales experience from a variety of - organizations, vertical industries and C company sizes. His career has focused EN T on delivering measurable results for RIC his employers and clients in the way of W greater sales, revenue growth, product ORLD success and customer loyalty. He lives Matt Heinz with his family in Kirkland, Washington. SUCCESSFUL SELLING HOW TO ATTRACT, MANAGE, CLOSE AND KEEP MORE BUSINESS IN A BUYER!CENTRIC WORLD by Matt Heinz WANT MORE IDEAS AND INSPIRATION? Check out Matt’s blog at: http://www.MattonMarketingBlog.com All rights reserved. No part of this book may be reproduced, disseminated or transmitted in any form or by any means without written permission from the publisher and the author. This includes photocopying, recording or scanning for conversion to electronic format. Exceptions can be made in the case of brief quotations embodied in critical reviews and certain noncommercial uses permitted by copyright law. Permission may be obtained by emailing: [email protected] This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. Although the author and publisher have made every e!ort to ensure the accuracy and completeness of the information contained in this book, we assume no responsibility for errors, inaccuracies, omissions or other inconsistency herein. Any slight of people, places or organizations is unintentional. Neither the publisher, nor the author, shall be held liable for any loss of pro"t or any other commercial damages, including but not limited to consequential, incidental, special or other damages. The advice and strategies contained in this book may not be suitable to some situations. This publication references various trademarked names. All trademarks are the property of their owners. Copyright © 2010 by Heinz Marketing All rights reserved. ISBN: 978-0-615-36409-4 Art Direction and Design: 5JOZ5FF(SBQIJDTt5FFOB#SVHI www.tinyteegraphics.com Published by Heinz Marketing Press 9394 NE 120th Place Kirkland, WA 98034 Printed in the United States of America ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ This book is dedicated to my wife, Beth. She knows why. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ TABLE OF CONTENTS INTRODUCTION .........................................................................................................14 PREPARATION & PRODUCTIVITY ..............................................................................18 How to Get Three Hours Back Every Day - Eliminate Distractions & Use Your Down Time..................................................................... 19 Use the Five Minute Rule to Get Intimidating Projects Done ......................................... 21 Five Ways to Stay Focused, Get More Done & Be More Successful ............................... 22 Seven Proven Tips for Conquering the Email Mountain .................................................. 23 Time for Re#ection ......................................................................................................................... 26 Dealing with Information Overload ........................................................................................ 26 Being Busy vs. Being Focused .................................................................................................... 27 Outsource Your Reading .............................................................................................................. 28 Two Minutes or Less? Do It Now ............................................................................................... 30 MESSAGING & CUSTOMER FOCUS ............................................................................34 Selling Value & Creating Preference in a Commodity Business ..................................... 35 Are You Selling or Enabling? Adding Value beyond the Sale ......................................... 36 Starting With Why .......................................................................................................................... 37 How to Build Thought Leadership & In#uence .................................................................... 37 Build Brand & Sell More with E!ective Storytelling ........................................................... 38 Trust Goes Both Ways (Why Consistency Is Important) .................................................... 40 Are You Really Listening to Your Buyers? ............................................................................... 41 Joining, Talking & Participating ................................................................................................. 42 PROSPECTING ............................................................................................................46 Lead Generation Modeling Made Simple.............................................................................. 47 Stop Making It Harder For Customers to Engage & Buy .................................................. 48 The Three Things You Must Know Before Any Marketing Campaign .......................... 49 Five Fast Steps to Better Relations (& Results) Between Sales & Marketing .............. 50 TABLE OF CONTENTS Five Tips to Avoid Call Reluctance & Reach New Prospects ............................................ 52 Social Lead Generation ................................................................................................................ 53 How to Find Your Customers & Prospects on Twitter ........................................................ 54 How to Build a List of Your Competitor’s Customers ......................................................... 55 B2B Lead Generation: Four Better Measures of Success .................................................. 56 Reaching New Customers with LinkedIn Groups ............................................................... 57 Best Practices for Successful Lead Generation Webinars ................................................. 59 How to Pro"tably Generate Leads & Sales from Trade Shows ....................................... 62 Why I Still Use Business Cards .................................................................................................... 64 How to Integrate Social & Traditional Marketing ................................................................ 65 Mapping How You Sell to How Your Customers Buy ......................................................... 66 PIPELINE STRATEGY & MANAGEMENT .....................................................................70 12 Tips for Building & Managing a Bigger Sales Pipeline ................................................. 71 A Three-Step Process for E!ective Sales Territory Planning ............................................ 74 Selling vs. Simmering: Knowing How & When to Close the Deal ................................. 76 What Happens After the Lead? ................................................................................................. 77 How to Achieve a Frictionless Sale Every Time .................................................................... 78 Four Tactics for Getting Started with Lead Nurture Marketing ..................................... 78 Three Ways to Set Up a BIG Sales Month ............................................................................... 80 Six Reasons Why Your Sales Suck .............................................................................................. 81 Four Requirements for Qualifying a Sales Opportunity ................................................... 84 CLOSING .....................................................................................................................88 Questions to Ask on the Last Selling Day of the Month ................................................... 89 Key to Closing Business? Focus on What You Can Control .............................................. 89 Stop Telling Prospects What You Do .......................................................................................