Freelance Camp Toronto: How to sell to Enterprise by Dr Cindy Gordon

Proven
Insights

How to Successfully Sell to the
Enterprise

Contacts: Dr. Cindy Gordon, CEO, Helix Commerce or
Alex Blom, Innovation and Social Manager, Helix Commerce
E-mail: cindy@helixcommerce.com;alex@helixcommerce.com
Web: www.helixcommerce.com
© Copyright 2010 Helix Commerce International. All rights reserved. 1

A little about me
• Founder, Infotech Consultants
• VP Citicorp
• Global Group Director, Nortel
• Director and GM, Xerox
• Partner Accenture
• Partner, XDL Intervest (VC Fund)
• Founder Helix Commerce
• Founder CEO Fusion Center
• Founding Member, Toronto Maple Leaf Angels
• Published 8 books, 2 more in 2010, 2 in 2011
• Experienced Director Profit/Not for Profit
• Mother (2); married 27 years
• Change Agent!


Helix specializes in Innovation & Next
Gen Business Models (www.helixcommerce.com)


Selling to Enterprise
What if you could...
Increase the number of sales opportunities or
transactions by 10%
Increase the average revenue of each
opportunity by 10%
Improve the win rate of your partners or your
own people by 10%
Decrease average sales cycle time by 10%
You would improve sales productivity by
48%.

What is a successful sales professional?

Research has shown that successful sales
professionals do things differently in the
following areas:
- they have a consistent and structured way of
interacting with customers and
a structured approach in dealing with their
accounts
- they have a clear portfolio- or major account
strategy that is leading their tactics
- they understand the business issues of the
customer, know their competition and move well
in the political landscape

Getting Enterprise Attention is Hard Work!

The $50 billion
privatization of
Bell Canada
collapses, the
largest leveraged
buyout in history
is now history!


You need to think of the right mouse trap!
Executive
Mighty Mouse


You Need to Lead with Relevant Business
Context

• Market Value Plunging
• Bail Out Tensions
• Mega Deal Collapses
• More with Less
• Growth Tension
• Uncertainty Dynamics


Enterprise has experienced decades of
innovation – How to catch their attention?

• 1870 • 1950

• 1960 • today

Lead with CEO like relevant messages
• More than 70% of senior executives say
that innovation is one of their top three
growth drivers
• Over 65% of executives are disappointed in
their ability to stimulate innovation
• Gaps between aspirations and execution
capabilities
• Majority of companies do not have best
practice solutions and processes to seed
and cultivate innovation
• 94% say that people and corporate culture
are the most important drivers of
innovation.

Sources: IBM Innovation research, Innovation as a Nation research,
McKinsey research, Helix Research, 2007-2020.


Lead with Insight you Understand!


Publish to make you stand out!
Expanding business
information sources:
Web Access
More Knowledge/ Info:
Disparate and proprietary
Portals
Content
Rapid Knowledge Access Collaboration Web 2.0
Publishing

More Collaboration
Employees Applications
Partners
Customers
Databases
Suppliers

More Geographic Reach Infrastructure
Office Breadth
Virtual Users


Secure Awards to demonstrate Strength!

HSBC
Intranet Design Annual
2009 - The Year’s 10
Best Intranets of the
World

13

Understand Implementation Realities
relevant to your value proposition!
Top Barriers:
47% 1.) Company does not understand the
Corporate business value or potential return, or risks.

Culture 2.) Corporate Culture doesn’t encourage Web
2.0 use.
3.) Company does not provide incentives to
30% adopt or experiment with Web 2.0 and set
Structure & up digital native coaches to mentor senior
levels.
Processes

28%
Information
Technology
28%
Skills &
Motivation
27%
Management
Sources: Helix Commerce International Leadership
Research, Harvard, Accenture,
McKinsey Research Sources


Clearly Communicate Tangible Benefits
Mindshare and Branding
• Brand Awareness
• Channel Interaction + Reach
• Conversation Quality (positive vs. negative)
Measuring Web 2.0 ROI is difficult

• Best Media sites for Reach: YouTube, Facebook,
Orkut, MySpace, Google
Sales + Marketing
• Innovation + NPI
• Marketing Rich Lead Generation
• Increased Sales Results Top 3 Adoption Reasons
Customer Interaction 1.) Managing Knowledge
• Customer Loyalty + Retention
2.) Fostering Collaboration
• Establishing Trust
• Real-Time Feedback/Research 3.) Enhancing Corporate Culture
• Open dialogue via blogging or targeted
communities
• Example: Dell’s IdeaStorm, Guitar Center’s King
of The Blues, Molson’s Brew 2.0 community
Employee Engagement
• Project collaboration
• Finding Relevant Knowledge + Expertise
• Communities of Practice (CoP), User Groups
• Talent Management – Attract, Develop, Retain
• Productivity Improvements
• Employee Loyalty

5 Sales Stakes to Play
Understand their Point of View & Link to
your Value Proposition
Listen 80% more than selling your POV
Leverage referrals (Linked in can help)
Sell High vs. Low
Prepare, Prepare, Prepare


Recommendations
Courses/Books:
Solution Selling
Spin Selling
Have a Sales Funnel Process
Sugar CRM, Sales Force, or Excel SPS
Suspect, prospect, concept proposal, proposal,
contract, delivery,
Have a Sales Coach
Hire qualified and experienced sales reps that
consistently exceed plan

Questions and Answers

Contacts:
Dr. Cindy Gordon, CEO, Helix
Commerce or
Alex Blom, Innovation and Social
Manager, Helix Commerce

E-mail:
cindy@helixcommerce.com;
alex@helixcommerce.com

Web:
www.helixcommerce.com


Freelance Camp Toronto: How to sell to Enterprise by Dr Cindy Gordon

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Freelance Camp Toronto: How to sell to Enterprise by Dr Cindy Gordon