The Sales Puzzle: Salesforce goes beyond the technology

Transcription

1 THIS MONTH S CONTRIBUTORS: TAMARA SCHENK, DAVE KURLAN, MICHAEL GRIEGO, LISA CLARK, BRIAN SULLIVAN, MARK HUNTER, DAN MCDADE, JAY MITCHELL, JOE GALVIN & GEORGE BRONTÉN T P SALES MAGAZINE FROM TOP SALES WORLD SEPTEMBER 2016 ALSO INSIDE: MHI Glbal auc Sal Ladhp Excuv S Th Sal Puzzl: Salfc g byd h chlgy Jaha Fag vw 3 Salfc xcuv abu h w av fcud al pfal Saa Va, SVP Makg, Tffa Bva, Glbal Cum Gwh ad Iva Evagl ad Tm Clak, Dc Pduc Makg

2 Buldg A Ca F Ivg I Sal Maag F Tamaa Schk Way Yu Ca Quckly Ica Sal, Rvu ad Pf Dav Kula 14 Sal Maagm Rag h Nx Ga Mchal Gg 16 If Th O Thg Yu Sal Aalyc Mg, I Th La Clak 18 I Ep Puu, I Abu Tm Ba Sullva 20 Why M Ppcg Eff D Wk Mak Hu 22 Pulch Lad Da M 2 2 TOP SALES MAGAZINE SEPTEMBER 2016

3 TOP SALES MAGAZINE C Spmb 2016 Th Ral Valu f Ivm Jaha Fag PAGE 4 Th Sal Puzzl: Salfc g byd h chlgy Jaha Fag vw 3 Salfc xcuv abu h w av fcud al pfal Saa Va, Tffa Bva, ad Tm Clak PAGE 6 Faud Tp Pa f h Mh KwldgT PAGE 36 udu cdad 4 Kg Ahu ad Sau Qu: A Tal T Of Playd Ou Sal Jay Mchll 28 Tug Nw Daa J Galv 30 C makg dad. Wha x? Gg Bé 32 Tp Sal Acl & Blg P Augu 2016 PAGE 37 TOP SALES WORLD Spd by Ed: Jaha Fag JF@palwld.cm Lda Rchad lda@ldachad.cm Dg: Bll Jckll bll@blljckll.cm Publhd by: Tp Sal Wld A JF INITIATIVE TOP SALES MAGAZINE SEPTEMBER

4 Th Ral Valu f Ivm My pa f p wll chcld, h wll b up ha I am flg mm pd a Tam GB ff R v h pa 2 wk. I ha b a Olympc fa lk v bf f Ba: cd plac h mdal abl f h f m 108 ya, h f a ca mdal cu a fv uccv Gam, h ly h a g w m mdal a h x Olympc. Ad y, I mmb wh cdabl clay, my mbaam ly 20 ya ag, wh GB w laguhg 36h h Alaa Olympc mdal abl, h am cug ly a gl gld bw hm. Th h y f a makabl afma A ha ad wa bg achd back 1996, h m pval chag f all had alady ak plac. Th adv f h Naal Ly 1994, ad h dc f Jh Maj' ugglg gvm allca gfca am f vu l Olympc p, m a fudg p upcdd Bh p. Fm ju 5m p ya bf Alaa, UK Sp' pdg lap 54m by Sydy 2000, wh Ba w 28 mdal lap 10h h mdal abl. By h m f Ld 2012 hd h mdal abl, 65 mdal ha had clmbd 264m. Bw 2013 ad 2017, alm 350m publc fud wll hav b lavhd Olympc ad Paalympc p. I ha vgad m p ad ald h byd cg. Th a hcal ad cmc dba ad by h maxmum um gam. Tam GB' 67 mdal w Bazl c a avag f 4,096,500 ach ly ad xchqu fudg v h pa fu ya. A a m f auy, ha pflga m. T h, h avag c f h Olympc pgamm ach B a pd 1.09 p ya p xaday facal ad 4 TOP SALES MAGAZINE SEPTEMBER 2016

5 Edal mal valu. Fudg ha flwd all Bh p qually, bcau m h a ga chac f ucc ha h. O Laga Rdg d Fa, Ba' w dmad h gaa, wg h gld mdal ad w lv. Wh 43 ahl, hy al had h bgg am f ay a. Fy f h a h qualfd am f fw ha 10 ahl. Thy w had a am f ju w w. Oly h a w gld. I cmpa, 204 a w pd ack ad fld cmp a R' Ead Olmpc, ad 47 a w mdal. Bh ff h vldm, wh f h hd Olympc h buc hy uld h bad, w fulld by a budg v h fu ya fm Ld f 30.2m, up v fm h 26m hy cvd fudg up I cmpa, h US ack cyclg am ha ly full m aff mmb. Th h h dcl f h a wh c bald wh Ba f h upp ach f h mdal abl, ad fquly a fa hgh. I 2012, Rua fhd fuh wh 22 gld. Thy w hd 2008 ad hd aga Th umm, dp capg a al ba h ahl h wak f h Wld A Dpg Agcy' McLa Rp, hy fhd wh 19 gld f fuh, pmd ly ack ad fld ahl, Daya Klha. A Tam GB ha, h hav fall back. I R, 129 dff Bh ahl hav w a Olympc mdal. I a makabl dph ad badh f al ad h abl f h m ad wm hav b backd up by mla apud cachg ad upp. I a mdag hugh f Ba' cmp. Af w dcad f c mpvm, R may v p h pak! I h a cc h h al pac? Ca w dfy mla? L w ca la? Of cu, h a may! I am hkg: ag, cachg, vm I am dply ccd ha v h up ch cpa, wh ud pu h la ak a ld w ya pgam bf lg hm l a uupcg audc f buy, w blv ha aud w wk f pduc ag qu uffc. Ad y h cmpllg vdc whch pv ha h cmpa wh a makg a lgm vm gg lag ad mpvm a apg ch wad: Tuv ha b ducd vually l; am a happy ad fl valud; aff ypcally wk lg hu, bu a al wkg ma, ad hy a ally ddcad. N f ha huld cm a a up ay f u. Wh a cmpay dma cmmm mply by vg back hm, h mply a axu pay ha fah a ba ad dfly a w w. Th aly ha dpdc alppl ky dlvg h la capably f a bu. Ou alppl a h ga uc f cmpv advaag w hav ad ha pcly why w huld cu v hm ad fully dvlp hm. Th ma ha al dc ad al maag wh a happy wh h ul hy a achvg mu mak chag. Ogaza ha wa pmaly ca h al ul d appach al dffly d ca h dffc ha mak h dffc, pvly mpac bm l pfmac. Sal capa ad alppl, wh hav 100% cmmm dg whav ak lva h al a whl w lvl, a h m lkly uccd. Tam GB mad uch a cmmm ad lk a hm w! T ad m f Jaha' acl, p, wh pap ad hugh v h pal h. Yu ca al fllw hm LkdI h TOP SALES MAGAZINE SEPTEMBER

6 Th Sal Puzzl: Salfc g byd h chlgy Jaha Fag vw 3 Salfc xcuv abu h w av fcud al pfal Saa Va, SVP Makg, (SV) Tffa Bva, Glbal Cum Gwh ad Iva Evagl (TB) ad Tm Clak, Dc Pduc Makg (TC). JF: Yu v ally b cag h amu f hugh ladhp av fcud al pfal a Salfc Why h mpa f yu? TC: May ppl lk Salfc f h al chlgy, hugh h ly pc f h puzzl. W wa g abv ad byd h, ug w a hlpg al pfal ad al gaza dvlp h kll ad pc ad gag u al llgc. Th why w hav a am puly fcud pag wh h p ppl h al duy, ha h kwldg hugh c, wbca ad v, hlpg al pfal b h b. SV: A Tm ay, yu ca hav h b chlgy, bu f yu d hav h gh pc, d ally ma. Ou cmmm al pfal g abv ad byd h chlgy. A Salfc, w wk wh m f h lag al gaza h wld ad w wa wk wh u cum ha b pacc ad hlp al pfal b b ha v. TB: Th wa ally f h ky a f m jg Salfc, wh yu hk abu wh ha a g pul wha happg h vall wld f al, Salfc p f ha l. 6 TOP SALES MAGAZINE SEPTEMBER 2016

7 Th Jaha Fag Ivw Udadg wha happg wh al gaza, h mpac chlgy havg cum gagm, ad gg a cl lk a day h lf f ll. My umb gal vy day fdg way hlp cum b m uccful, ad h akg h gh ad hag hm wh h wd al cmmuy. JF: D yu may al pfal bg abl ad m fm llg la ad dvlp? TB: Th hgh pfmg al gaza a h ha hav lad ha u hy h h qualy umb, whl lkg ahad 8 10 qua cha wha dd f fuu ucc wh h am. Hwv, pcv f hw g h lad, f a ll d hav h w dv ad d b h b al p hy ca b, hy w uccd. Th ly hg a alp ca ally cl h bhavu f f a cum ad h pal ppaa. S g ad m la ad dvlp bh wh wha cmpa may ff ally ad wha hy ca d h w, wll b ccal f h fuu dvlpm ad ucc. SV: Skg h gh balac had ad wh hy d wa la, adally h hav b vy fw gd da f al pfal g ad la fm h p. Whch mak a a cmpv fld ad ppl d caly wa ha h c. W hk h a gd challg ad ppuy h ad ha why w v ally b fcud bgg alppl gh hlp hm la fm ach h. TB: W v all h ach fm culg fm ad aaly ha hw h buy bcmg cagly avvy ad cumg c w way, va aca, cal mda ad p. Th buy lkg f fma p achg u a bad, m ha v. Bh B2C ad B2B gaza a cagly fcud gg h p f h ful bf h buy alzd hy hav a challg a pa. If hy wha h cum a dg wh yu, h fa m valuabl ha a agd ad wh a buy w bu. TC: Yu d h gh c, aly accbl ad achabl, h gh mdum f yu. I gulaly cll hugh my cal chal fd ad gaza ad dvdual puhg pduc, h gacally pad, ad h u m ff. Th abluly h gh m ad plac f h yp f c, bu gal, I wa gag wh ppl wh a addg valu m. S w u d ju h g b pacc fm u cum, w al al xcuv, m f h ladg md h al duy. Tha why w cad Quabl, a lca wh xcluv c faug hlpful, hugh pvkg, ad ag acl ha bf al lad, maag ad p, bad by pduc. JF: S Saa, yu l f Pduc Makg, hw d yu u ha yu av ay u yu gal f ladg wh gh pduc? SV: I v cmpa h pa ha hav d lad wh hugh ladhp, bu yu g a cupl f pag ad ally ju abu h pduc d dlv h gal pm hy u wh. I ally a aual x f yu bad yu wa ca a cva aud yu bad, bu h w happ f ju abu pduc much a d h wh alkg h cx f h daly lf ad h challg ha hy fac. TC: Ou Quabl agl La fm h b. Sll lk h b. W a ddcad p qualy c fm h b md h duy, wh a lvg ad bahg al ach day. W wa ally u w a hgh ba f qualy, ad all d dpdly f ay f u pduc TOP SALES MAGAZINE SEPTEMBER

8 av. W v p a l f m aalyzg wh u h h al duy ad pag wh hm ha h gh, fm lag gaza lk McKy & Cmpay ad CEB, hugh dvdual hugh lad lk Tm Sad ad Cll Fac. Sal pfal wa la fm h p, ju h wh h m fllw Tw! W ju cachg h ufac, wh w lk a u cum ba, w a ally ag fcu h dvdual ha hav m ga al ha, fm h ca juy h p p! SV: Wh cag h c, I lk a wha cmpl m ad mhg my cum lf. Rally h 3 dff pc f c ha I gava ; Rach bad; dupv ally paccal. Nbdy wa ad mddl f had c wh f hugh ladhp ad pduc wh al f h c ucla. JF: Why dd yu dcd g wh a dff bad, Quabl? Culd yu hav ju bul ff h Salfc am? TC: Th a ga qu! W hav m ga c ac all f u Salfc pp, f u dff buy a dff ag h juy, hugh w wad ca a ddcad pac pcfcally f al pfal wh pu hugh ladhp c (p f ful c). W cad u ach ac may bad ha hav cad c wh ubl badg ad dff am, uch xampl bg Audk L//Shap//Spac. Quabl play ff h al qua plu ug ach acl ha a ky quabl akaway! TB: Bg pa f a cum' al uach whl hy a lag h b way hy ca lv a al bu pblm ha bcm fa m mpacful ha ulcd uach. I pvdg h gh c whch abu hmlv, bad ca fd a cad amu f gagm w ppu dcu ha hy may hav b bf. Wh much f fma gahg happg ff bad (mag a cmpay wb), mpa m cum hw ad wh hy wa gag. JF: S h ha lf dvlpm, wha h l d h c play f al pfal? TC: Havg p may ya bh al ad makg l, h m uccful lahp I bul wh my ppc ad cum w wh I ld wh gh, pduc. Havg h ga ghful c pfc f ppcg ad pg w d. A a Accu Excuv, I wad ha ga c my cal wk buld my w bad a wll a ha f my w cmpay, kwg ha wh h pal buy alzd hy had a bu challg / u ha hy wuld hk f m. SV: Th why al ablm ha b ccal u ca u ach. Gg h c h had f u al pfal wll hlp hm, a wll a h ppc ad cum. A Accu Excuv hag h wh a ppc a a w 1 1 juy ad alway gg b a l m pwful ha makg puhg h c u. JF: Hw a yu g c cumd by al pfal w? TC: Each p ha h w lag yl I m vy vual ad lk wachg vd lg aud. W hav u u ha ay c w ha avalabl ach mdum, whh a w blg, a aud pdca a vd cdg. 8 TOP SALES MAGAZINE SEPTEMBER 2016

9 Th Jaha Fag Ivw TB: I mpa f bad b a may chal a yu ca b (dpdg wh yu audc ), whu gg cazy. If yu ly hav 1 chal cvd, h yu a mg a p f h pal audc SV: I claly ubjcv ad pal. I d ad my cmmu wk a ga mbl xpc alway gg b ccal. Sal pfal hav lmd m w d c b aly accbl. If I m gg wach vd, hy d b h ad h p. A gad appach cmbg all h mdum hlp mak a ay a pbl f h al pfal cum ad ac. JF: Wh may v u h, why dd yu ca h w Sal Mach v NYC? TC: Ev a ah ally mpa way f gagg wh al pfal, hugh claly a calabl. h a may v hughu h ya fcud dff du ad pf, caly h chlgy pac. W fl h wa a ppuy ca a w yp f hugh ladhp v whch wa ly fcud al pfal, ccg hm wh cmpllg duy hugh lad ad c, ha mak wh h m away fm llg. I pahp wh Sal Hack, w p a l f m wkg h c u ha w cvd h full ladcap f pc, a wll a havg acabl akaway. SV: I wa caly a bg b f u y mhg w. I wdly cgzd h challg f gg h VP f Sal ad h am away fm h day jb d ca dvlpm. Bu h v ally fcud wkg a wll a lf dvlpm w dd u ha wa a cmpllg a pbl. TB: Sal xcuv d lk a h calda f v hughu h ya ad pck 1 2 wh yu ca ally hu dw fm yu day day bu ad la a fh ppcv, akg 1 2 hg back yu bu. WIhu h m wk wh h al pfal ad xd yu w pal kwldg ba yu wll fd yulf aga yu ca. Gg mvad, pd ad mpwd b h b alp yu ca b pcally a a v lk Sal Mach a w w f vy. SV: W al xpadg u h v uch a Damfc u w hav al hugh ladhp mbddd wh. I d dlv h b chlgy f al pfal, w d uly udad h mak ad challg ha hy g hugh. Ou fdg ad duy ach h yp f c w d ha a u w cfc, ug h gh balac bw pc ad pduc. Tha why h ya w a ug u 4h aual Sal Summ a Damfc! TC: W ju cachg h ufac. Th wld f buyg ad llg wll cu vlv apdly ad w wll kp fdg w way f hlpg al pfal b a uccful a pbl. F: D lk u f a xcll aud vw I cdd wh Saah, Tffa ad Tm. Dal wll b Ocb d, whch wll b u Spmb 27h. JF Uful Lk: Quabl Salfc Sal Ladhp Cmmuy Damfc Sal Summ 2016 TOP SALES MAGAZINE SEPTEMBER

10

11

12 Buldg A Ca F Ivg I Sal Maag F Th Pcpl f Py a (a) yu mu kw h dffc bw wha ug ad wha mpa, ad (b) yu mu d wha mpa f. Sv Pfld Ivm al pducvy a f a gfca budg m, ad al lad d al h vm achv h bu gal. A h ul f u CSO Igh 2016 Sal Eablm Opmza Sudy hw, m vm al pducvy a fcud alppl, ad vm dvlp fl al maag a ll a p py. I h ma vm cag f $500 $2,500 p p p ya, 53.6% f all ag vm a agd alppl; ad 41.4% f al maag. Fuhm, 18.6% f all pd pd vg h al maag a all, cmpad ly 6% wh pd vg h alppl. A CSO Igh, w cuag u cl lk a h way: If a vm p ca mpac h pfmac f x, gh, alppl, why wuld yu pz h vm? Fl al maag: ky l bu ply dvlpd Fl al maag hav a ga mpac al xcu, pducvy, ad afma ha ay h l. Wha mak h l dmadg h d cually balac h f cmpg aa cum, bu, ad ppl caly chagg ad cmplx llg ad buyg vm. Fuhm, fl al maag a alm alway adwchd bw h cmpg gal ad mva f h am ad cpa xcuv a wll a bw h f cum ad h al gaza. Th pfmac judgd h ably achv mulpl, fcmpg gal a h am m. Havg b h b al pfal h gaza d aumacally qualfy a dvdual b a p pfmg fl al maag. Th cau f p pfmac h falu dvlp fl al maag h w l. Ply dvlpd fl al maag dv p pfm u f h gaza ad pm mdc pfmac fm h wh ma. Th mhg al lad wh ambu gwh ad pfmac gal mply ca affd. Ivg fl al maag dv ul f d h gh way! Th daa fm u 2016 Sal Eablm Opmza Sudy hw ha gaza ha mak ll vm al maag dvlpm fal achv v avag ul. 12 TOP SALES MAGAZINE SEPTEMBER 2016

13 Tamaa Schk Cvly, h udy pacpa wh vd m ha $2,500 p al maag p ya xpcd fa b ul. F xampl, by vg al maag, h w a f fcad dal culd b mpvd by 9% up 50.5%. Hwv, md vm w ugh. Th pd wh pd makg ly m vm al maag dvlpm aw a w a f ly 43.7%, whch wa 5.5% blw h pd avag f 46.2%. Ivm fl al maag dvlpm clad a v bgg mpac h aa f vu pla aam, whch culd b mpvd by 18.4% up 106.7%, cmpad h avag vu pla aam f 90.1%. Cachg h ky lvagg alppl full pal, bu ha b fmalzd b ffcv! Cachg d ma. Th mpac al pfmac mc, uch a qua aam w a, makabl. Bu h mpac dpd h cachg appach. Ad h way gaza appach cachg h alppl ma a g daa p. Oly 27% f all udy pacpa pd havg a fmal dyamc cachg appach. Fmal ma ha h a cachg pc dfd ad ha al maag a ad h way ad qud cach accdgly. Dyamc ma ha add h fmal appach, h cachg famwk al ccd h al fc ablm famwk. Alm half f h udy pacpa (47.5%) pd lavg cachg up h al maag. Bu h laz fa appach ca pfmac mpac whav. Wh cachg lf up maag, qua aam wa ly 53.4%, a cmpad h udy avag qua aam f 55.8%. A fmal cachg appach mpvd qua ly lghly b ha avag. I u udy, a fmal cachg appach uld gfcaly b ha avag pfmac, ad a dyamc appach mpvd qua aam by a audg 10.2% up 61.5%. Th fdg hw ha vg l ha a fmal cachg appach a wa f my, f al lad wa g b ha avag. Ivg fl al maag lvag h vm mad a al fc ablm fuda Th CSO Igh 2016 Sal Eablm Opmza Sudy hghlghd ah g cla ha culd b ud lvag yg bw al pfmac av. Ogaza wh a ablm fuc v m h al maag ha h whu a ablm fuc. Sal fc ablm fuda pvd a ga ag p f al maag dvlpm. Bad a xg al fc ablm famwk, a cachg famwk huld b dvlpd, g bw h cum juy ad h al pc. T mak fl al maag ablm uccful, pcally cachg ablm, hlp dg h cachg famwk a a m mag f h ablm famwk. Th cc cachg h ablm vc ad pm adp ad fcm. Cachg a val kll ha ha b lad fm cach, ad a ddcad, fmal al maag dvlpm pgam a mu hav f ay ambu al gaza. Th al maag dvlpm pgam mu cv all h aa f h fl al maag agl: cum, bu, ad ppl. Ad, whl cachg ly apc f h ppl d f h agl, h m mpacful ad dffag. Tamaa Schk a Rach Dc wh CSO Igh, A Dv f MHI Glbal. Fd u m h TOP SALES MAGAZINE SEPTEMBER

14 11 Way Yu Ca Quckly Ica Sal, Rvu ad Pf V Hah h Pd f Gazll - h cachg gaza ha hlp fa gwh cmpa. I add h b-llg bk, Mag h Rckfll Hab ad h la, Scalg Up, h w h Wkly Igh, whch I alway ad fm p bm. I h Ju 30 gh, V cludd a qu fm Gg Bma, auh f Rgh Away ad All a Oc 5 Sp Tafm Yu Bu ad Ech Yu Lf. V ally lkd Gg' mpha hw dv al. Gg ay, "Empcal vdc hw ha yu g a la fu m h mak valu f a dlla f pf ha cm fm vu gwh vu a dlla f pf ha cm fm c duc." I' ha a ga qu? Bu ' m ha a qu. I' a blup! L' dcu m f h way ha yu ca achv h dd vu gwh. I hav cud fa may cmpa ha xpc h gwh cm fm acqu, h ca pf fm c cug ad v mad ay m. Wh a much daa a w hav a Objcv Maagm Gup (OMG), w dd' hav ha 4x daa. I lv! S h qu ak, hw ca ay cmpay gacally ca vu, bgg day? Fm 30,000 f, h a lv pbl: l Expad yu chal() l Add alppl yu xg ggaphy ad/ l Rplac ud pfmg alppl l Ra pc l Add pduc pduc l l Expad yu ggaphy ad/ y l Impv al pfmac 14 TOP SALES MAGAZINE SEPTEMBER 2016

15 Dav Kula l Impv al maagm ffcv l Impv al ag l Impv al ym ad pc l Expad bu wh xg cum Fm my 30 ya f xpc hlpg cmpa d may f h hg, h a ad fa f h h pc ca. M cmpa hadl pc ca vy ply, v cmplca, ffcvly cmmuca, ad maag mhw g h al fc dacd f mh by h mpl p. I wkd wh cmpay L Agl ha vy kw ad v ad w dd chag h mh f al ag wh w w wkg h culav appach ad fcu hw dlv h mag f h pc ca. All f ha fcu pc mad hm vu, gav, ad k hm ff mag. I wuld hav b much m ffcv mply g h chag ad hadl wh cum akd! Rplacg ud pfmg alppl ad addg alppl wk bu ly f yu a gfcaly b a hg h w ha yu w a hg h ld. If yu cug ad lc pc hav' udg gfca chag, yu mgh lc alppl wh a v m ffcv ha h alppl bg placd! Chck u h ladg al cadda am dacally mpv al lc. Expadg bu wh xg cum a l m challgg f alppl ha huld b. A h p m hy pbably hav ga lahp ad w' wa jpadz h lahp by puhg f m, pcally f h cum blv hy a alady buyg a much a hy ca fm yu. I h ca h d b lkd a hug wak. Ggaphc ad Chal Expa a xpv ad ak m. Whl hy uually pay ff h lg m, hy uck up uc, pad h ladhp am h, ad h mv f ky ad fuag. Addg Pduc ca p w d ad ca vu fm xg accu. Hwv, yu xg alppl a ypcally cau f hab ad f uggl wh w pduc. Yu'll pbably hav bg w alppl f yu wa w pduc l uccfully add vu yu p l. Cmpa g h bgg bag f h buck wh hy fcu Impvg vall al pfmac, al maagm ffcv, al ag, ym ad pc. Th d b m f h m c ffcv, fa wkg, lg lag chag a cmpay ca mak ca vu. Th m mpa hg b awa f wh h pacula chc ha h mpvm bcm a gal pa f yu al culu ad cu pay dvdd h a ad da fuu. Dav Kula h Fud & CEO f Objcv Maagm Gup Ic. V h TOP SALES MAGAZINE SEPTEMBER

16 Sal Maagm - Rag h Nx Ga Alg wh h cmm mudadg ha ga alppl a aually b ah ha uud, h' a cmm cllay mudadg ha ga alppl aually bcm ga al maag. Oc a Sal Sup Sa... Bb wa a c p al pfm h day. Af 10 ya h y ad mvg ac dff yp f xpadg y ad accu pbl, h fally accpd h ff mv up fld al maagm. H lv. Ad whl h cmpay dd hav ay al fmal Sal Maagm ag, h fl h' pfmg qu wll, hak yu. H am f 5 p lghly ahad f pla hugh Q2 ad h' py much abl g vlvd m f h ky dal ha h p a maagg. Bb, h w al maag ca' hlp hmlf. H' a cum call wh f h al p ad h h mg gg dway. Th cum m cfud cmpag a cmp' pduc aga h lu h p pg. Th p yg add h u wh Bb jump ad ak v h dcu. F h f h cum mg Bb cmmad h cva ad kllfully mauv h cum a cla dc bw h pduc cx h cum' pcfc u ad qum. Th al p amazd ad plad ha Bb wa h call ad ha h hlpd mv h ppuy fwad. Bb plad a wll. H' abl p maagm ha h hlpd kp h gfca dal play. Wha' Wg wh h Pcu? Th a vy cmm ca. Tp p g pmd al maagm. Th w maag dv gh ad d wha h kw b: ll. H jump lv ppuy dal wh h p ad ach hm ll h way h ud, lally dv h llg hmlf. Ad wha' wg wh ha? Ply. Bcau ha' wha h w jb aym. Ad f h kp h up h wll fal a a al maag ad/ a v dvlp a blla ad ffcv fld al lad gazaal VP Chf Sal Offc. Th Jb f Sal Maag I lad a lg m ag ha h al jb f a 16 TOP SALES MAGAZINE SEPTEMBER 2016

17 Mchal Gg ffcv al maag b a ca ad ua f a ga al culu. Hw d d ha? Th a 4 ky lm hugh whch a ga al maag ablh, cmmuca, ad culva a ga al culu: 1. Dfd Sal Pc h h u a cla ad algd Sal Pc ha yc wh Makg' ppcv f h Buy' Juy/Pc ad wh Sal Opa. A al maag' upp ad fcm f a pmzd Sal Pc ky a ffcv ad calabl al am ad gaza. 2. Fca/Ppl Maagm h h cduc gula Fca/Ppl Rvw mg wh h dvdual al p ad cllcvly a a am. Th p a cp, cla, ad mak vy vbl h ky mc ha flc h valu f h maag ad cmpay. Th pva ad publc bjcv accuably bad agd bjcv. Cmmay fa, accua, ad hlpful. 3. Bu Rvw Pc h h ha a pcfc cadc ad u apppa famwk f wkly, b wkly, mhly, qualy, maual, ad aual Bu, Ty, ad Ky Accu/Oppuy Rvw Pc. Dpdg h au f h bu ad d, h ak h fm f Aual Qualy Bu Rvw (QBR), Qualy Ty Rvw, gula Ky Accu Maj Oppuy Rvw. 4. Tag Md h h ppua a valu f cuu al ag ac h am. Th cmmucad am al mg hghlghg pduc, duy ad mak kwldg, ucc da ad llg b pacc amg h am. H h challg gg lag va bk, cla, advacd ag, ad al al ucc. Lk a Ga Pa I may way a ga al maag acually vy much lk a ga pa. Ga pa ablh "flxbl d" u ad chdul (Dfd Sal Pc) ad ualz h ac h huhld. Th a lm ad buda f acv ad bhav flcg paal valu ad fa ad aabl cquc f vla (Fca/Ppl Maagm). Ga pa maa d ad bdc wh accuably ha claly cmmucad ad udd (Bu Rvw Pc). Ovgh yacal ad havy hadd, bu wly dcpld ad c y mallabl chagg ccumac. Fally, ga pa bcm ga ach ad l ca alway kg aabl achg mm hlp h yug chag (Tag Md). Thy la m apppaly p h chld' pcfc d ad cquly pduc halhy ad pducv chld wh mday ca bcm ffcv pa hmlv. Rag Up Bb Fualy, Bb h al up a ud al maag achabl. H ca b augh dc h ga llg kll wad bcmg a ga al maag/lad/cach/m a ga al culu ca ad ua. H ad h gaza mly d h 4 ky lm f ga al maagm b hd/dvlpd ad ualzd ac h cmpay. Bb up h ak. H ju dd' kw. By cmbg ga al xpc, c, ad llgc wh w ucu ad balacd g, h' hp f h x ga f al maag. Mchal Gg h Pd/Fud f MXL Pa. Fd u m h TOP SALES MAGAZINE SEPTEMBER

18 If Th O Thg Yu Sal Aalyc Mg, I Th Dp u duy gwg b wh al aalyc, m daa ll ca add h qu ha bdvl vy al xcuv: d my maag ad p hav wha ak achv h vu gal? By quafyg al capabl, ad applyg daa-dv cachg gh h acvy mc hy u vy day, al lad a fdg h aw bf la. mu bud f l maag chagd wh gwg uccful am. Thy a lagly mcad, lack h l b uccful, ad a f capabl f kwg wh ad wha cach. Wh ly lmd ppuy bv p h wld, dffcul f maag kw f u f h p a ppad add valu cl ac. Th fc al lad ly h uc, uch a CRM pg, g h full pcu f a dvdual am mmb capabl. Y wha CRM acvy daa llg hm fquly algd wh ul. D Yu Rp Hav Wha I Tak W? A 2016 ll, h fcu f may B2B al lad dub u a gl hugh: d my al am hav wha ak mak gal? Wh h plfa f al chlgy, yu d hk ha wh a fw agc, daa dv fwa pucha, h al xcuv mgh back ad ay. Th chlgy wll dv vy al p qua aam 120%, am wll fflly m ppl ml, ad wll ack up mpv qua. Of cu ha a llu. Ouadg al pfmac ma a fudamally huma dav, hacd by hughful al dvlpm ad a cmmm ga cachg. Y, cag vu xpca plac a A u u, h gl m mpa mc mpacg p l vu gwh ackd by ay CRM avalabl day, bu d x hak a mgg cla f daa dv mbl chlg dgd capu ad cla al capabl daa. Havg a pul p kwldg, kll ad udadg f pc al gd cachg, ad pvd pwful daa dv gh wh h al xcuv ca mak maxmum mpac wh ach pcfc p, aa uch a: l Pduc Pfccy may B2B al p p mulpl pduc, a lag lu plafm wh mulpl applca. Rp mu ma a mdu amu f fau ad fuc fma a wll a ulma bf cum. 18 TOP SALES MAGAZINE SEPTEMBER 2016

19 La Clak l Cmpv Pg I mpav ha p g byd pduc udadg dffa h pduc aga alav, v wh w cmpv a a whu wag. l Dcvy, Nga ad Clg Skll Dff pha f h al cycl qu dff kll ad bhav. Sm p hav h paly ad mpam b ga p, y uggl wh cm akg f h dal ad vc va. Mv, day buy wa a al p wh ca ac a a ud adv, ju a fmauc. Rp mu pla, ac fa, hk h f mak vy avalabl mm cu. Th qu ly a hugh udadg f mak kwldg, cmpv uac ad c mag ha pa h ppc duy, bu al uaal flucy ad cfdc. Th R f Daa Dv Cachg A daa dv cachg appach ha u CRM ad maud al fc capabl a paculaly pwful lu. F a $3 bll glbal I cmpay h Bay Aa, daa dv cachg wa h ly way g. Dp a walh f daa had fm al accla lu, wa mg gh h kll ad capabl f 3,000 p. T mpv h cachg culu a cal, hy ugh u daa yhz dvdualzd cachg ac a ym ha culd pcb al xcuv av hm m ad ag dvdual ad am d a a glac. Th fm famd h ky pfmac dca (KPI ) f ach al p fm h uc: 1) Mc fm CRM ym, uch a dvdual qua aam ad w a; 2) Sllg kll mc a bvd ad dcumd by h al cach; ad 3) Sal p pfccy ad gagm mc fm Qam, a al capabl plafm ha aalyz daa fm huad f al p p ca bad challg. Th cmpay lvagd a l dahbad whch ackd h p gh (ad kll gap) lav ppcg, cug bjc, addg qu whl fllwg gulay gudl f vau du, ad clg. Ug h dahbad, al cach culd m quckly ag ad pz 1:1 cachg pla ad dfy am wd gap qud kwldg bhav hy culd add hm fa a cal. Havg a quafd mc h ccal capabl a cla mag ha m wa xpcd f p ha ju h ppl, ad ha maag 1:1 w mhg m ha ju ppl vw. Nx Ga Sal Aalyc T f, al aalyc fcu acvy d ad a vw mc, bu fal pvd a full pcu f h gh qud acually chag hm. Kwg h lma, ad h pbl f h pg, ca mak all h dffc. I a a wh m vyhg u bu lv ca b maud, a daa dv appach al maagm mak uv. Th ably m ad maag h huma d f al accla hugh bjcv, quafabl daa afmg al maag m ffcv cach, ad hlpg hm g h p kll ad capabl a way ha pay dvdd h bm l bf la. La Clak vc pd f makg a Qam, pvd f a mbl al capabl plafm. Fd u m h TOP SALES MAGAZINE SEPTEMBER

20 I Ep Puu, I Abu Tm Of h may daug challg ha al am fac llg cmplx p accu, f h m fuag ha f lg, daw-u al cycl. Mh ca pa, v ya, whl puug a maj ppuy wh a p accu, a ppuy ha may may b w. A ha pcu m pa, h dub, h uca, h k, ad h c ca. Ad h c g fa byd h facal. Ogazaal a ad gy dwdl a h calda pag u. Th huma uc h ppl wh mu b appld a p puu a ccupd ad f uavalabl f h d. Ad h ppuy c da. Makg a dc puu a cmplx dal v a lg mfam ma h av mply mu b fg. S, hw d llg gaza vcm h fuag challg f m whl al cag h lklhd f ucc? Fudamally, yu mu dvlp ad fllw a ffcv y, accu, ad ppuy plag pc. Havg a wllcafd ad lva pc plac vy mply maxmz h lklhd ha h dal yu puu a h yu ll lkly w, whl a h am m amlg yu pah fwad. Addally, havg uch a paccal, uv pc allw yu map wha yu d b a a gaza h 20 TOP SALES MAGAZINE SEPTEMBER 2016

21 Ba Sullva ppu yu cdg puug. Th algg f gh wh lva ppu gud yu fg h dal ha d mach yu pfl ad aack h ha d, h yu m lkly w. I ud mpl, d? Claly udadg wha yu d b ad h ug ha kwldg ca h m ffcv mach pbl h dal yu puu. I aghfwad bu, ufualy, uch fudamal plag all f gd. O, puhd ad by h mal fv f chagg ahad h wg dal, h aalzg dal ha bg wh hm ha paful dag f pcu gazaal uc ad all f, cuhg ad cly l. S, h ffcv y, accu, ad ppuy plag pc ca yu chac f wg. Bcau, aga, yu a puug h dal ha alg wha yu d b. Bu wh yu d fully cmm puug f h algd, pfl p ppu, wha ca yu d v h lg al cycl mpv yu chac f ucc? Thk abu h ca. A m pa h p puu, yu am wll b gagd may, may aac wh ha accu. Mg, call, mal, qu f fma ad clafca h vlum f uch p ca b cdbl ad yu ca b aud ha yu wll b valuad wh vy ac yu ak. Ac ha wll hwca yu pv, fllw up, ad a dal lack hf. All alg h way, h buyg gaza gag a cla pcu f wha yu d b lk dal wh a h ch pa. Evy mp yu mak, gd bad, cbu h ulma dc. Tuly, lg p puu, h juy h da. S, dl ay, lavg h m pv mp h may uch p ccal bcau h judgm mad by h ppc gaza wll b f yu gaza a vacuum. Ep puu pvd a cyal cla amplg gup all f h fm cmpg f h bu. Ad gadl f hw capabl, ppad, ad phcad yu cmp a, hy mgh bcm ju a b fgful a h lg mh g by. Thy mgh ak h y ff h ball f ju a mm. Phap hy ll cmplly m a dadl cally ubm a blpla p ad f dvg h qud m ad ff pd a cumzd way. A ju h gh m lav ju h wg mp. S, h ky ay fcud. Wh yu ffcv plag d, u yu du dlgc. Yu v ad h gh b h puu, cdbly cmpg f h bu. Ad c yu v ablhd ha h dal wll wh puug, b u ha vy ac yu ak claly hw h ppc ha h dal wh puug wll. Ba Sullva Vc Pd f Sadl Ep Sllg. Fd u m h TOP SALES MAGAZINE SEPTEMBER

22 Why M Ppcg Eff D Wk I m hav a cadd dcu abu ppcg. T may alppl vw a a pc b avdd lk plc. Pblm gg d ma g away, whch ally wha m alppl wh wuld happ. Th xpl f cal mda plafm ad h ampa alk abu hw cld callg dad ha cad h md f may alppl h da ha ppcg mply d wk. Nhg culd b fuh fm h uh! Ppcg d wk f d gh. F u cal mda. A gd pha fc h: Scal mda whu cal cmmuy cal updy. Th ppul hy f yu ju d ugh cal mda, h yu ll hav all h ppc yu d. Nhg culd b fah fm h uh. Lk, mj ad cc w pu fd yu abl! Y, cal mda mpa, bu w hav pu cx. Scal mda d w hg f alppl. F, ca a pal pfl abu wh yu a. Rmmb, bdy v gg ak yu call, yu, d ayhg wh yu whu f chckg u yu l pfl. Scd, a cmmuca l, bu ufualy, alppl d vw h am ma hy vw h cmmuca l. Scal mda dff ha h lph, mal ay h l, ha allw yu gag wh ah p. Rmmb my cmm al abu cal 22 TOP SALES MAGAZINE SEPTEMBER 2016

23 Mak Hu mda whu cal cmmuy cal updy? I gag wh umu ppl lly va LkdI, Facbk, ad Tw ga bu. I wk ga wh ud. Nw back ah bg a m ppcg ff d wk h mply pla! If yu fal pla, h d v xpc uccd. If yu d pla, yu ll fall vcm ly gg wha fall yu way. Succful ppcg d a pla f vy mpl a: Ccy! Th majy f ppcg alppl d hg m ha a adm buch f mal ha a glagly pahc h cp, f hy v ach h dd p. Succful ppcg bg wh a cla udadg f whm yu agg. Wam bd a ppc! T may alppl mak h aump ju bcau mbdy alk hm fll u a l fm, h hy gg u u b h dam cum. Th ky uccful ppcg udad w hg. F, h m valuabl a yu hav yu m. N, wha yu ll. I yu cum. Ad ayhg l. Yu w m h ly a yu hav ha f, ad h ma yu mu u yu advaag vy day. Scd ad h pck up h f yu bjcv pd m m wh fw ppc. Y, yu ad ha cc. M m wh fw ppc. Th gam hav a mav al ppl. Shw m a bg fa al ppl ad I ll hw yu ppc ha a gg aywh. Yu bjcv hav a h, fa mvg ppl ha allw yu mv a lad hugh bg a cum quckly. Havg a fa mvg al ppl ma yu d claly gm h ppc yu puug. D hk wha wk f yp f ppc gg wk f ah. I ll cl h ypcal al am wll hav bw 5 ad 8 yp f ppc f whch hy a lkg. Th ma h wll b a qual umb f ppcg pla. Y, hy wll ca may f h am lm, bu hg lk mag fma, qu bg akd, ad mg f uch wll all b dff. Th w mak yu ca mak aumg all f yu ppc a alk. Thy, gadl f wha yu ll. Nw ha yu v gmd yu ppcg pc f h dff audc yu yg ach, yu d b ju a pcfc buldg a pla qualfy lad fa. Rmmb, yu m h m valuabl a yu hav. Tha ma h fa yu ca dm f h lad ha pal, h b ff yu ll b. T may alppl wa lag blck f h m mh af mh wkg wh lad ha may alk a gd y bu a mply capabl f buyg. Yu bjcv qualfy fa h wh ca buy ad g vy l u f yu wld. I m ayg yu dcad hm, bu yu mv hm a dff ym f lw lvl uch ha ca b aumad hadld by m l. Wh qualfyg a ppc, d hld back yu l f qug. T may alppl a md a h p, bcau hy d wa u h lad ff by cmg g. I m ayg b a bull a cha hp, bu I am ayg b upf by akg qu ha wll hlp yu qualfy. H a h I lk: l Wha yu ml f makg a dc? l Hw hav yu mad dc lk h h pa? l Wh l hav yu b pakg wh? l Wha wuld b h mhd f paym? A h qu dc? Y, bu mmb yu m hy akg up. Ppcg d wk wh d gh ad d wh a pla. Mak Hu ky pak, al a ad auh. Fd u m h TOP SALES MAGAZINE SEPTEMBER

24 Pulchudu Lad A duy fd f m fd h wf ( Facbk) a pulchudu. I fgud h wa gg b lkg fwad a umb f gh h cuch h pa bdm. H wa, ad I wa upd. M ha wad h d f h acl. lad a wak!" If yu d mmb h ac bw a yug Jack Th Lmm ad yug Alc Baldw h 1992 clac, Glgay Gl R, fd ad wach. Wha a pfc xampl f h dcc bw makg ad al v h pcvd qualy f makg lad day. I wll v fg wkg wh h CMO f a clud cmpay wh wa vy fuad wh h al cu pa bcau ma wha h pvdd hm h way f lad hy w v afd. Fally, mwha gu chck, h ffd al maagm h fllwg chc gadg pdg a $100,000 budg ga lad: l 200,000 agd cac (am ad l) h gh vcal ( mal add) l 100,000 cmpa wh up h xcuv cac h gh cmpa ( mal add) l 20,000 cmpa wh mulpl cac ad vfd chcal vm fma h gh cmpa ( mal add) l 4,319 cac wh dwladd a wh pap bu may may b agd cmpa hav ay d auhy buy (mal add, may bgu ad cmpay fmgaphc ad lph umb) l 117 appm wh ppl h gh cmpa bu may may hav ay d auhy buy l 81 hghly qualfd al ppu wh h gh cac() wh hav a d backd by m fm f cmpllg v ad cmpl cac fma f h mulpl cac. H wa yg mak a p wh h ff. H p wa ha h wa happy pvd al wh whav hy wuld accp ad ak ac. Hwv, f al ad hghly qualfd al ppu a hugh hy w adm cac am h wa wllg pd h my fl dw h 200,000 am l 81 hghly qualfd al ppu. Sal culd mak a dc, h lf f ah ppuy ad h cmpay ck dw fm a hgh f $10 al h ya ju abv $2.00 day. 24 TOP SALES MAGAZINE SEPTEMBER 2016

25 Da McDad Ba Call ha b alkg abu mhg h call a Uval Lad Df (ULD) f alm a dcad. A ULD claf wha a lad vy yu gaza, ad h lad al: l F h pfl f yu dal cum l Hav b qualfd a al ady l Spll u h pbl ad accuabl f Sal ad Makg l Mak Makg ad Sal m ffc Ba blg cu: ULD d d b cmplx. H a xampl fm f u pa ach pa, a $80 bll IT maagm gaza. A quy bcm a lad wh : l F h ag cum pfl (duy, vu, umb f mply, c.) l Ha fm a dc mak l Nd wha h cmpay ll l Pla valua h lu h mh l l Pla mak a pucha dc x mh l l I ady pak wh a al p wh w wk Sg ad ug h df bugh a 375% ca al ady lad whu a ca pdg. I my bk, Th Tuh Abu Lad I ugg ha h lack f a uval lad df (agd up by makg ad al) ul h fllwg cd uffd m dg by vy cmpay: l Fca a h ad accua l N cld lp mau h ffcv f makg pgam l N cu gadg makg ad al agy, cludg wha I call M2O (mak, mda ad ff). S, f yu a a xcuv ay z cmpay h bad w h lad a wak. Th gd w h pblm fxabl: l Eablh a uval lad df (agd by makg ad al ad pbably NOT bad BANT [budg, auhy, d, mfam] ANUM [auhy, d, ugcy, my]). If yu wa kw why BANT ANUM, ach u m dcu. l Eablh a ubad vw am xam EVERY lad ha pacvly accpd pacvly jcd by al ad fx wha bk. I call h h judcal bach. O fal h dcu: I mpa ha lad df mhg b d c ad chckd ff h l. I a cuu pc au ha mak d, chag h cmpv ladcap ad yu vlvg ffg a ak accu. Fally, wha a pulchudu lad? F h df f h wd: Df: phycally bauful Abu h wd: If h mag f h wd m cuuv, ' pbably bcau h wd' La ac pulch ("bauful") ufamla, ad pulchudu ud m dgug ha chag. Bu Rchad Bu ud dcb h f mp f Elzabh Tayl: "... h m ahgly lf cad, pulchudu, m, mvd, accbl wma I had v." S, g mak m bauful lad ad a Alc Baldw ay Glgay Gl R, Cff f cl. S, g wk ul yu a a cup. Da McDad Pd & CEO f PCla. Fd u m h TOP SALES MAGAZINE SEPTEMBER

26 J u S p mb f h l yc f c d d c a d y u c u m c v a! #CTW16 C p a V p Oa C v a : T wday ff h a ch, p a,ad cc f al adma k gl ad. Haf m mf hl ad gm d dc mak g c c,g hl a gh f m C p a V hughl ad,add cv hw y up a du y l ad gb2bcmpa a a f m g h cu mcv a. D. Z a k a yt ma l a S a f dg a d u a S c h l fbu J f A a k S a f dg a d u a S c h l fbu Sp mb12 14,2016 W K l adr -Sc da l,a z a R g a c f c. c p a v. c m T mr C p a V E kp C p a V

27 NATIONAL SALES CONFERENCE 2016 Thuday 6 h Ocb Rch Aa, Cvy Buy 5 Tck Rcv h 6 h FREE EDUCATE MOTIVATE INNOVATE LEARN pv al chqu ha achv b ul DISCOVER w alav pduc ca al ENHANCE al am pfmac wh w kll NETWORK wh al xp ad duy lad GAIN xp advc maxm al ul ALSO PRESENTING... NATIONAL SALES EXHIBITION 2016 Shwcag h la pduc, chlg ad vc dvlp yu al fc! TSW Rad Dcu: Qu TSW16 & av 50 Bk Tday: Spd by

28 Kg Ahu ad Sau Qu: A Tal T Of Playd Ou Sal D yu kw wha mv h pcu fm? I fm My Pyh ad h Hly Gal. A clac pady mv packd wh hum ad -l. I h pcfc c, Kg Ahu had ju wd h Black Kgh dfa h G Kgh a dul. Kg Ahu h appach h Black Kgh cgaula hm ad ff hm a a a Ahu' cu h Rud Tabl, bu h Black Kgh ly ad ll, hldg h wd, ad mak p ul Ahu mv c h bdg. Th Black Kgh fu ad ad. Rlucaly, Ahu fgh h Black Kgh ad, af a lavly h xchag f ab, h Kgh' lf am vd. Ev a h, h Kgh fu l Kg Ahu pa, g h am wud T bu a cach. La h kgh h ha "had w", ad fgh whl hldg h wd wh h mag am. S h Black Kgh gh am cu ff by Kg Ahu, bu aga, h Kgh d ccd v hugh h ha lally b damd. Wh Ahu p u h Black Kgh' ju, h Kgh I' ju a flh wud! Th Ahu chp ff h Black Kgh' gh lg. Af m ba, h Black Kgh pl by ayg, "I'm vcbl!" Ahu fally cu ff h Kgh lf lg ad hah h wd. Nw ducd a m ump f a ma, h Black Ngh ay, All gh, w'll call a daw. Sud lk STATUS QUO w ha bal f mal. Hav yu xpcd mhg mla wh yu cl? Whl yu, lk Kg Ahu, may h maj u cl a facg udad lu/ am fgh back yu cl cu ply T bu a cach w a f ad wll wk hugh. Th pblm wh Sau Qu ha d a blf ha h pblm a v a ally. Chg Sau Qu pcvd a 28 TOP SALES MAGAZINE SEPTEMBER 2016

29 Jay Mchll cmfabl, ad qu ll k ad ll ff. Bu h, wha a fallacy ha, ad adly h falu f l a h f f h ll. Th pup llg hlp lv cl pblm h pa bu ha mu bg wh cl ackwldgg ha h pblm dd paful ha m ha ju a cach. F ll, bjcv umb hlp cl udad h k makg a chag hgh ha ppg u ad yg mhg w, ad ha pdcad bgg hm gh h pa h udlyg ua caug. Pa cm h flav: Bu, Facal ad Pal. l Bu pa a ypcally acad wh ymbl, uch a % ad #. Thy a maum cludg: dclg cum afac lvl, dag dpam pua, l mak ha ad hgh mply a. l Facal pa a ypcally acad wh cucy ymbl uch a $,, ad. Thy a f dcly clad h bu pa, ad clud pfmac mc lk hgh pag c, lw vu ad cad cum acqu/ c. l Pal pa ypcally aca wh h ymbl, ad!, ad a ALWAYS h pa ha ma m a buy. Exampl clud ducd cmpa/bu/quy payu, cad ha jb cuy ad ducd pal m/qualy f lf. Th m ffcv ac ll ca mply acva buy pa akg ghful, lva qu mhg may B2B al pfal a quppd wh h kll d. Akg gagg qu hlp h cum dcv whch pa/d a uly ccal achv h bjcv dfyg h u. By magfyg h pa, ll mva buy ak ac h w bhalf ad f h w ucc fyg h pa. Fally, mpa hlp cum udad hw h lu wll hlp hm uccd pally alzg h pa. A a xampl, a al pfal mg wh a CFO mgh fllw a l f qug uch a: l A yu cmpay ll u h CEO w bu agy, hw d yu facal mdl vlv v h x 6 mh/12 mh/24 mh/36 mh wh ha agy? l Wha cc d yu hav abu h facal mdl upp ha agy (.g. aggv vu ag, uachvabl pag xp)? l Wha h mpac yu cmpay f h cc maalz? l Wha h mpac yu fac am f h cc maalz? l Wha h mpac yu pally f h cc maalz? Th l f qug mpw h buy aw (bh lgcally ad mally) h qu Why d mhg? ad Why d mhg w? Ev wh cum a abl h valu f a pucha, hy f ll fal ac bcau h k f h pucha ga. I mpa cu md h cum f h cu pa, ad hw h lu ca b h cu f hy mbac h ppuy chag. A al pfal, fudamal w mbac h ppuy hlp h buy cgz hy hav a pblm. Lk Kg Ahu, yu may h v caaph ad bldg gh f f yu, bu ul yu abl yu cl alz h u pa f h cu a, ad fd way mak hm, Sau Qu wll cu w, ad yu cl wll v ach h u pal. Jay Mchll h Pd & Fud a M LLC. Fd u m h TOP SALES MAGAZINE SEPTEMBER

30 Tug Nw Daa Sal aalyc h bdg h dgal al gaza f h fuu. Whl aalgu huma ac wll alway jc a dg f vaably h qua, h gh aalyc pvd ca b gd. Hwv, ducg w aalyc daa mu b accmpad by a chag maagm agy ha allw al ppl, maag ad maagm cpa pducvympvg gh. I mu b ad a a w wap challg h fca. Iducg aalyc h al gaza ff fh gh h bu, pvdd h al am u. Wh ppl gy alady qu, aalyc ha dlv h au qu f h m cv y ffcv maual fca pc. Smply puhg w p a h al am, w, ambuhg hm wh a dp lvl f cuy wll u ha w daa m wh mu ad challg valdy mply gd. Wh w aalyc daa ducd, ppuy, ppl ad fca daa hw a w lgh. Sal ppl, maag ad lad a aually upcu, wdg hw h w daa mgh b ud aga hm; cag h hadw f dub h cu al pc xpg flaw h bu hy dd ch g. F al maag, pug aalyc h had f facal aaly wh a fa fm day day cum ac p m k ha valu bcau lm h maag ably pd w qu dfd fca bad ld chl h. Th w cc f al may b pcvd a a ha h wh blv al m a ha cc. Aalyc Pw Bu llgc (BI) applca ga w 30 TOP SALES MAGAZINE SEPTEMBER 2016

31 J Galv gh bu pfmac ad pducvy. BI l cc, ad ambl mulpl daa p ca a w ppcv. I al, aalyc a ud ack fca vlaly, pjc cum ppy f c ll up ll ad mau ppuy cv ad cycl lgh by al pha. Aalyc ack fca ad ppl hf ad chag v h cu f h mh qua. Oppuy daa aph bad acpad cl da allw f h cmpa f mvm upda. Aalyc dahbad dplay cu bkg ad pjc fcad vu bad ppuy mvm. F al maagm, h fma lluma, al m, h pah bag fca. Aalyc ca al dfy c ll ad up ll ppu by cmpag xg cum pduc uag aga pal. If 75% f cum wh u pduc A ad B al u C, h agg cum wh hav puchad A ad B bu C ay. Sal cycl daa pcally pwful. Mg qualfd ppu a hy mv hugh h al cycl gv al maagm a w way pdc ppuy ucm. Maug cv a by al ag a ppu advac fall u dvlp a ppl pfl bad umb f ppu ad h dg f mvm. Addg h dm f m ach al pha ad ug h dmgaphc f h ppuy lk cum yp, pduc mx pc ca a v dp pfl f h ppuy. Th ul a mul dmal vw f h ppl ha ca b ud pdc ad mpv ppl ad vu pfmac. Maag Chag A wh ay w av, a chag maagm agy mu accmpay h lauch f aalyc. A w daa cm l, al maagm, maag ad al ppl mu b ducd w daa way ha allw hm accp ad abb hw h fh gh hlp hm. If ppl aalyc a ducd, hy mu b pd h cx f hw a aalycal ppcv ca hlp h maag b udad ad maag h bu a cmpad h cu mhd f fcag. F xampl, f h daa hw ppu ha pd m ha 90 day a gv al pha a 50% l lkly cl, al maag may d b augh hw u h daa mpv ppl gy, fac lma alld dal ad cach h al p adju h fcu. Whl aalyc p h fuu f h dgal al fc, hw ducd a mpa a h daa ga. F al lad mbac aalyc, daa mu b pd a a w l, pvdg ppcv ad gh h bu ad ladg a m pducv al fc. Wh al lad ad maag a gv h daa wh uc f cpag h xg pc, a bachhad ca b ablhd fm whch cagly dald ad pcv daa ca b ducd. Blv Daa I 1927, wh Chal Ldbg bcam h f ma fly l ac h Alac Pa, wa h duably h ful ag f h apla, h Sp f S Lu, ha wa qud. Rah, kpc wdd whh h culd p ad xcu h 36 pc avgaal daa p dd fly h ga ccl u Eup ug wly ducd cmpa chlgy. Nw daa, wh ud ad udd, ca p cdbl w pbl. F al lad, u f w daa a hudl hy mu vcm bf daa ca b h vhcl ha ak h bu h x lvl. J Galv Chf Rach Offc a Vag. Fd u m h TOP SALES MAGAZINE SEPTEMBER

32 C makg dad. Wha x? Wh c makg f pmc aud , wa ud a h x bg hg f makg ad al dpam. I pmd dlv a ady am f hghly qualfd lad dcly al dpam a a lw c p lad ha had v b achvd bf. Mak umbld v hmlv jump h badwag. Thy gd up f ma, wba, cla, ad fwa. Thy hd w ad c maag ad CCO (Chf C Offc) u dpam pump u upcdd qua f makg c. Th c k h fm f blg ( may blg!), bk ad dl mal uu campag. Makg dpam cad pa dcum ad buy juy map. Thy cad gad c wh pcal ladg pag capu mal add, h calld h add lad ad cad mal campag cv hm ppu. Sal dpam wh w aly culd dug h pc w ld ha h wuld ma h d f cld callg. I u ha cmpa wh g h c makg gam ad dd wll f cad h pmc h makplac. Sm f hm al gad pdgu qua f lad, ad m f h lad ud al. F h va majy, hwv, h pm f c makg ha v fully maalzd. I fac, I cd ha f h b2b al duy a a whl, p a xpv falu fa. 32 TOP SALES MAGAZINE SEPTEMBER 2016

33 Gg Bé Th pblm wh c makg Th a fu bg pblm wh c makg, a I. 1. I badly algd Th va majy f c makg pgam fald cul wh h al dpam, ad h cl, ad, hby, uccdd ly wdg h ag ld gap bw makg qualfd ad al qualfd. A lg a makg dpam cu gl mddly fcu vlum bad KPI, uch a umb f lad gad ad lack a had df f wha p makg qualfd ad al qualfd lad, h malgm wll cu. Al, ucmm ha h acual c pduc dlgad uucd m ha may lack h gh ad dald kwldg pduc hugh pvkg maal f yu ag gup, makg h c lva f yu pal cum. 2. Aacg (ad gagg wh) h wg akhld T mak ma w, v wh c makg xcud cda wh al dpam ad cl, a f h ff ffcvly ag h hgh lvl dc mak alppl d ach. Gally, a lw lvl mply akd wh fdg a lu ad, hu, c makg lagly cumd by h mply. Th, h, a h mply wh cac fma cllcd by h gad c. Ofm, h makg qualfd lad a placd dcly h al ppl ad al ppl u wh hm, havg dcu wh ppl wh may v udad h bu pblm b lvd. Th ua wd wh ju al ppl a akd wh lad fllw up, whch f h ca. If yu d g h u dc makg am ad fully udad h ua ad hlp caf h v ad h lu, yu a ulkly w ayhg bu h lw hagg fu. 3. Sal dpam ll ppad f h hf bhav Wha wa uppd b a b f al dpam vywh ha cad a xpv pblm. Cmpa ca affd p c makg, bcau w a xpcd pa f h cum ladcap. Cmpa al ca call h fma ha alady u h, hy fcd cu fdg h c mach. Mawhl, all ha c ha pu upcdd amu f fma h had f cum ad hby chagd h dyamc f h al gagm. Educag cum ug c makg a bad hg, bu d ma ha al am mu vlv ad chag a dffcul ad mcumg pc ha m cmpa ad al dpam a pply maagg. Wh cum hav ducad hmlv wh makg cad c blv ha h ly mg pc f h puzzl akg h al p f a pc, al cycl ca bcm vy h (f yu dadvaag...) 4. I ha cabalzd w advaag Ogally, a wll xcud ad algd c makg pgam pd a ppuy f v mall cmpa dffa h bad wh h qualy ad hlpful f h c. Wh h aua f c w day, ha dffa ppuy ha all bu vapad. C ll a mpa pa f makg ff, bu lg a vabl way aly ad u fm h cwd. Wha wa c a gd b, w mly abl ak. All l Bll ca b uug, ad c ca b calld (h, af all, fv). Lkw, TOP SALES MAGAZINE SEPTEMBER

34 m cmpa ca p vg c makg, bcau gd c w h bal alg whch may cum dvd cmpa hy cd wkg wh fm h hy d. Hwv, a al lad, w ca affd l dw ad accp h w whu yg u a w. Ad h hp. F h wh a payg a, h ga c makg xpm ca valuabl l ha hav h pal afm h al duy a pv way. H a fu way u h l f c makg mpv al ffcv. 1. Opmz h ym O hg ha c makg lad d vy wll pmz h ym. By yg ach pc f c pcfc mc lk p, ad, dwlad, cv, ad lad, mak ga valuabl gh hw h wb, blg, mal, ad h makg lm pfm. Wld cla c gaza pmz vyhg dw wh, pcly, a bu placd a pag, u h hgh pbl pfmac a ha pacula p h cum juy. Th am ha, h whl, b u f al dpam. Of, pfmac maud aga ly a fw maj mc uch a vu, pf, ad w/l a. Whl h mc a uful f judgg alp pfmac, m dald ladg dca mc (uch a h mauabl a plafm lk Mmba) abl al dpam achv h am lvl f pmza ha makg a w ca. 2. Mak c cum cc Pduc h ad bchu hav a plac bh makg ad al, bu a h pmza xpm f hudd f c mak augh u, c ly a ffcv a algd fluc h cum juy. Th a u f al dpam a f makg dpam, a valdad by h la CSO Igh Sal B Pacc Sudy. Mak u ha yu ca c ha lva ad ca hap h buyg v f yu ppc. 3. U c upp al Whl c mak hav b buy fcug cag lag vlum f makg c, fwad hkg makg dpam am h al dpam b gud buyg dc wh cum algd qualy c : l Ppc b cal mda C dvlpd f h LkdI Pul plafm ca hlp alppl buld h hugh ladhp adg ad cc wh lva cac. l P qualfy lad u a halhy ppl Chckl, bul h al ffcv plafm, hlp alppl quckly dqualfy uqualfd lad ad ly pu qualy ppu h ppl. l G h mpa akhld D' aum ha ppl cachd yu dgal makg a h gh gag wh a bu dalgu. M f ha, hy a' ad yu d alav ag, acc ad magg gag wh h xcuv wh wll mak h fal dc. l Pvd c cx I cmplx B2B al, c ca b ud duca ad uu ach ppuy hugh h al pc. Wh mappd h cum juy, c ca b ud dca l pcfc cmp, ca ugcy, ad valda h cmpay dffa p. l Mmz adm wk Ca lk ppal, ROI ad RFP ca b mdulazd mak h pc mpl f alppl, avg m ad ug ccy ac h gaza. 34 TOP SALES MAGAZINE SEPTEMBER 2016

35 Gg Bé l Rfc ag Tag c ca b bul h ym ad dlvd a h gh m hlp alppl cv w kwldg bhav, ad u ha hy hav h upp hy d hughu ach al cycl. Epcally mpa f w h. 4. Mak makg pbl f vu Tadally, makg ha b hld pbl ly f bad awa ad lad. Oc h am aalyc ad c appach ha hav cad h c makg m a appld mpv al ffcv, h makg dpam ca b bugh algm wh al dpam, ad mad pbl f vu ah ha ju f lad. Mak w' plac al ppl cmplx al vm C mak, h whl, ll wa yu blv ha hy wll afm yu cmpay, ad v mak al ppl lva, whl, f h m pa, hy ll alkg abu lad ha wll v bcm uc f vu. Sadly, by h mau ha ma m vu ad pf c makg ha lagly fald. Iad, cmpa wll d wll fcu wha ha falu ha ach, ad hw hy ca bg bh makg ad al algm dlv hgh vu ad pf. Gg Bé h CEO ad Fud f Mmba. Fd u m by vg h Th agly acpad TSW VIP Aa ha w b fmally lauchd... Th VIP Aa pvd f acc h Sal Lbay, ffg a va aay f acl, Bk, wh pap, wba, vd, bk ad much m, all ubmd by h wld ladg al xp ad fhd daly. I al hu h Tp Sal Acadmy ad hm h Tp Sal Magaz achv. M Dal H TOP SALES MAGAZINE SEPTEMBER

36

37 Tp Sal Acl & Blg P Th Mh Tp Sal Acl T Ica Sal, G Cum Cmm a Ll a a Tm by Fak Cpd M al mdl clud a cv ful whch p y cv a makggad lad a ppc ad h a cum hugh qual p. I h mdl, al ppl a xpcd mak h pc a fc l a pbl f h pal buy ad cl h dal a h d by ug ca pha ad chqu vcm bjc. Th ppcv pmd bk ad ma, bu ach dca hw ppl buy. A f u d a pvu acl, buy wk h way hugh paalll am (ah ha a ful) a hy xpl, valua, ad gag pucha dc va wb, wh pap, cal mda, ad cac wh h buy hugh lk Mak, ad. Th why h d f a al pc h w m hadl bjc ppc ypcally cmpla h bjc lg bf cl, ad, avd cflc, f c a cally accpabl aal uch a pc, whch may b h al ba buyg. T b add h aly, ll huld ak ppc mak cmal cmmm hughu h pc. Alg wh mpvg al ul, ach ha hw ha cmal cmmm ca b chaabl gvg, ca hw a f bld dv, ad duc mkg. I a mal udy, a am pg a vlu wk cavad a ghbhd ad akd d... Rad M Th Mh Tp Sal Blg P 2 Way Em Maagm Impv Sal Rul by Cll Saly W a ug m f h am llg challg w dd 25 ya ag, dp h xpl f chlgy ad fma. Kwldg h u; applca f kwldg. F xampl, hw may f yu hav bvd a alp mv a pduc dump, v hugh h kw ha h huld b akg qu pg lu? O h alp ha dcu aly ad f, v hugh h ju add a ga kll ag cu. Th pblm ha m al maag ad CEO a fcud h wg d f h pblm. Wh a alp hg qua, h b fcu achg ad cachg m had llg kll. Th a mpa. Bu may llg ua, m a ug h mg, whch affc h alp ably xcu h had llg kll. L lk a a cupl f hyphcal ua. A alp mg wh a challgg ppc cum wh bhav gg a mal p h alp a fgh flgh p. Th alp g dfv u pv h ppc wg. A flgh p ul h alp mply hug dw, ad hg llg ca h ba. I bh ca, all h gd llg kll augh ad cachd by h al maag... Rad M TOP SALES MAGAZINE SEPTEMBER

38 Ou 2016 Pa Clck u Sp fd u wha hy ca d f yu. If yu wuld lk la m abu h bf f bcmg a TSW p ad u xg Pa Pgam, pla fd dal h. Ou Pcpal Sp 38 TOP SALES MAGAZINE SEPTEMBER 2016