lsa15: sales 2.0 best practices (la times media group, advance digital, closely)
TRANSCRIPT
Local Search: Adver6ser Targe6ng Where to Start?
LA-‐DMA 5 COUNTIES 52,000 SQ MI 520,000 SMBs
7 TacAcs for EffecAve ProspecAng
Effective Prospecting
Be Found, Be Seen
Tac6c 1: Most Likely Business Categories
• Auto • Healthcare • Legal • Educa6on • Real Estate • Restaurant • Home Services • Retail -‐ eComm
“I Need a _____ Now.”
“I’m Looking for a ______”
LA Times Media Group
Local Search: Adver6ser Prospec6ng
Tac6c 2: Who Needs Help Being Found & Being Seen?
Local Search: Adver6ser Prospec6ng
• Budget Poten6al
• Category/Industry Research
• Current Search Strategy
• Compe66on
• Keyword Tools
Tac6c 3: Use Research Tools
LA Times Media Group
Local Search: Adver6ser Prospec6ng
Tac6c 5: Educate
• Become the ‘Trusted Advisor’
• Share Knowledge, Research & Insights
• In-‐Person Training
• Webinars
• Digital Training Events
LA Times Media Group
Local Search: Adver6ser Prospec6ng
Tac6c 6: Promote
• Adver3ser Marke3ng through exis3ng media channels
• B2B E-‐mail Marke3ng
• Event Marke3ng
• PPC
LA Times Media Group
Local Search: Adver6ser Prospec6ng
Tac6c 7: Harness the ExperAse, Interests & Passions of Your Sales Force
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We Believe…
Adv
ance
Dig
ital S
ales
Phi
loso
phy
Vision / Values
Information / Insight
People / Process
Engagement / Empowerment
Review / Report
P3
The Sales Rep is Not Alone
After the Sale
Making the Sale
Getting Ready to Sell
Collaboration at Every Stage
3
WHY? HOW? WHEN?
P4
Company Objectives
Industry Trends
Marketing &
Promotions
Target Audience
RESEARCH
Company Objectives
Industry Trends
Marketing &
Promotions
Target Audience
QUESTIONS
Company Objectives
Industry Trends
Marketing &
Promotions
Target Audience
ANSWERS
Informed Selling … At Every Step of the Sales Process
4
Continuous Learning = Knowledgeable Salespeople
Knowledgeable Salespeople = Results for Advertisers
Advance Digital New Hire Training
The Local Market Training Manager creates a customized, three month-long “Blended Learning” Plan based on the new hire’s previous experience, skills and knowledge.
5
The balancing act: Quick Productivity VS Too Much Information / Too Fast.
Blended Learning
Classroom
E-Learning – Advance University
Joint Sales Calls
Coaching
Shadowing Other Reps
Assisted time in territory
Advance Digital New Hire Training
• After first two weeks, new hires attend one advertising solution class per week, and are assisted on-the-job by the training department, peers, management and Advance University (E-Learning).
• At the end of three months, their sales skills are tested via a Role Play Case Study.
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The “Why” of our Company
Sales Training
Salesforce Training
Advertising Solutions Overview
During first two weeks, new hires attend these four classes:
Blended Learning Approach
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E-Learning System, with hundreds of self-directed classes, industry resources, sales presentations and peer-to-peer sessions.
Access to lynda.com, with thousands of training videos on every subject imaginable.
And, our training team: • Local Market Trainers • Subject Matter Trainers
(National, Centralized Team) • Instructional Design Manager • Training & Communications
Coordinator
An Organization Focused on Continuous Learning
• We invest heavily in training – via a combination of in-market and centralized resources.
• Trainers specialize … verticals, marketing services and sales process. • Advance University, our E-learning system, is integrated into the learning
process. • We are constantly obtaining feedback and adjusting our training methods
accordingly. • We believe people are the difference. • Training produces better equipped and differentiating skillset. • Investing in employees increases retention, which diminishes client churn.
Thank you, Sandy Lohr
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Who is Closely?
Then
SaaS tool to create and schedule promotions for posting to social media
Now
Mobile service to watch social activity, learn about social media and discover products & solutions
Closely helps small businesses step up their game in digital marketing
Our Sales Experience
When selling direct • Getting the attention of SMBs is difficult
• Steep competition for the attention of the SMB
• SMBs are inundated with sales calls
• SMBs don’t have time for sales calls
• Name recognition / relationship with the small businesses is a must to get in the door with SMBs
Our Sales Experience
When partnering • Sales force has multiple products to sell – focus often on
greatest reward for rep
• Customers are sold on the product/service
• Message often reaches SMB at the wrong time – No nurturing of “need”
• It’s a one-time opportunity to sell
• SMBs don’t fully understand what they are buying
• Low usage / high churn
Sales Dead Zone
• No great distribution channels for SMB products around $1,000
• Products need a personal sales effort, but the sales process is too expensive
Peter Thiel | Zero to One
The Problem
Borrell Associates | SMB Marketing Patterns | December 2013
“SMBs are pestered. On average, SMBs get 5 sales calls per week and listen to only 1 of them.”
The Problem
Lots of great products, but too many calls
• 2,500 start-ups focused on new products for SMB
• SMBs are being sold at indiscriminately and constantly
• Personalized sales are too expensive - Phone based sales are too abusive
SMB attention is increasingly difficult to secure – the problem is getting worse and we need a new approach!
Our Approach
Establish a relationship with the small business using Perch – a free service with a simple value proposition
• Watch : What’s happening with my business and with my competitors
• Learn : How am I doing?
• Discover : What should I do next?
Our Approach
To foster this relationship, we create moments of interaction with our users through...
• Daily engagement in the app
• Daily and weekly digest emails
• Weekly performance reports
All with data customized for their business
Watch
• Social media
• Review sites
• Promotions
• Organized by Business Venue
• For Biz & Competitors
Discover
• Building the Perch Marketplace
• Smartly match solutions to needs of 100K+ SMBs
• Where/when SMBs are paying attention (9+ times per month)