Nail the sale: Selling in B2B markets with Tom Penn

www.saleshubbing.com [email protected] @thesaleshubber

B2B Sales…getting the most out of every call and contact


Introduction – where I am now• Founder of The Sales Hub• Helping businesses of all sizes with their sales• Making calls / going to meetings for them• Training their sales teams• Managing their sales teams• Critiquing their sales bumf / www. / etc


Introduction – where I’ve come from

Door – door sales, charity fundraising. First full-time job in 2002, fantastic role straight out of 6th Form.No basic – 100% commission. Taught me to embrace the positivity of a “no”! And to play the numbers.


Introduction – where I’ve come from

Selling accident insurance and Times Newspaper subscriptions during holidays at universityLearnt how to sell over the phone, liberating from door-door experience, what’s the worst that will happen?


Introduction – where I’ve come fromSelling doughnuts on the beach in the South of France.

First experience of dealing with competition selling ice creams and drinks compared to my doughnuts. Taught me the value in getting to a prospect first and building relationships


Into the world of B2B Sales• Prysm Group – UK’s fastest growing independent exhibition organiser• Sold exhibition space• Sold online advertising space

• Travel Daily Media – daily digital magazine for travel trade• Sold advertising space• Launched regional events• Sold sponsorship for events


B2B Sales• Returned to Prysm Group to launch their London Office• Launched trade show for the physiotherapy sector in London 2013• Launched trade show for SME businesses going international 2013• Launched trade show for flood defence London 2014• Launched trade show for physiotherapy sector in NY 2015• Grew UK physio show into largest rehabilitation show in Europe

• Launched, grew and managed B2B sales team


That’s me…• Anyone done any horrible sales jobs before?• Do people here manage sales teams / individuals?• How many people made a sales call today?


Sales Call – What are you looking to achieve?• Schedule a meeting?• Achieve a sale?• Do you have everything you need?


Sales Call Structure• Introduction• Elevator Pitch• Initial questions• Use of www. / tools• Fact-find• Trial close• Close


Introduction• Who you are and where you’re from• Friendly, approachable, genuine, respectable, enthusiastic• Business proposition


Elevator Pitch• Short, sharp, concise and compelling introduction to your company• Highlight what makes your company different / what problem you

solve


Initial Questions• Open up into a conversation• Up to this point you have done all the talking• Establish you’re speaking with correct person• Ask for clarification on how their product / situation differs from

competition• Show knowledge, establish initial credibility


Use your tool• Website / Presentation• Overcome hurdle• Fully establish your credibility• Show off other clients• They are at your party


Fact-find• Who, what, where, why, how much, how does, when• Give them the mic• Steer the conversation with your questioning• Drive the conversation based on their answers• Ideal scenario they talk and talk and talk


Trial Close• End the fact-find with a trial close – soft close• Re-cap based on their responses and re-present your proposition• What are your initial thoughts? How does this all sound?• Invariably you will be asked about costs• Present costs with RoI / benefits


Close• Ask for the business• “Are you in a position to proceed with this?”• Any other decision makers• Timelines• Capture data• Explain process• Schedule call-back• Insert level of urgency


How can we give that structure the most assistance to help it succeed?• Sales Environment• You are the product• Narrative• Ambassadors• Go International• Buying Signals


Sales Environment• Massively important• A sales floor is a great thing• Eliminates bad habits• Encourages good habits• Learn from others closing, getting past the gatekeeper etc.• Creates a buzz, competition• Give you a kick up the arse• When you sell you need to be you and be able to express yourself


You are the product• People buy from people• If people don’t like you they either wont buy from you or will take as

long as is humanly possible• The person with the best pitch, best skills, hardest working will always

get the best results• Get your prospects to enjoy the experience of you and you’re a long

way there


Narrative• Ensure your story of where the business came from and your own

personal story of how you got involved with the business is exciting• If it all started with humble beginnings, rags to riches – say that• Get your prospects excited by the future plans of the business• If you made errors and have now fixed them leading to a better client

experience then tell those stories• Our 1st office was above a gym and now we’ve got a Thames view• What’s the message of your narrative, what do you want them to take

away? Successful, going in the right direction, noble cause etc.


Ambassadors• Clients who think you’re the best thing since sliced bread• Use them as testimonials on your site• Talk about them in your pitch• Engage in conversations with them on social media• Let them open doors for you


Go International• Not appropriate for 100% of businesses• UK population = 0.88% of the world’s population• Speak to your market overseas• Competitor analysis• Make your next call very different• Adds to your narrative – changes buyer’s mindset• They might say yes!• New York expo, client rebooked


Buying Signals• Jumping on the website• Emailing you back – always respond with a phone call if possible• Asking questions• Asking about payment options• Availability questions


Take-aways• Keep it simple• Stick to a structure• Learn from other sales people, surround yourself with them• Work on your narrative

[email protected]@thesaleshubber

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