This document discusses how trust has become more important than traditional sales techniques in converting leads. It argues that companies should focus on building trust over time through persistent presence and availability to prospects rather than outbound calls. Implementing an "inbound sales" approach by identifying key moments when prospects want help, creating easy ways for prospects to engage, and practicing one-call conversions can lead to higher win rates, faster deals, and better performance for sales reps. Building trust at the "speed of trust" is presented as a better pathway to success than traditional sales funnel approaches relying on outreach volume and lead conversion rates.

1. Selling
at the
Speed of Trust
Copyright(C)2018Gary Ambrosino, All Rights Reserved

2. #TTSOT
Copyright(C)2018Gary Ambrosino, All Rights Reserved

3. Fame,
Fortune,
and
Self
Esteem

4. TRUST

5. Sales
Technique
Trust
Prospect
Purchase
Decision

6. The Prospect

7. Who Are
These People ?
#TTSOT

8. We often think
like this ...
Prospect
A primary contact and
probably a few or more
others in the company
that influence the
purchase

9. Lead
Sale
Referral
We Build this path to success.....
#TTSOT

10. And this engagement process

11. A funnel driven process
with
success
measured by
“sales cycle time”
and
“conversion/yield”
run by an
Inside Sales Superhero

12. The Story
of the
Inside Sales
Superhero

13. The myth...
A laser focus on improved yields,
more clever lead scoring, and
more effective selling technique
will convert more and more
leads to closed business.

14. The reality...
40% or less of
the leads that enter
the funnel become
sales opportunities.
Opportunities

15. And reality is....
...expensive
17% -40%
Yield to
Opportunity
Inside Sales
wasting time
and money
“calling, chasing,
and waiting”.
60%

16. #TTSOT

17. Is there a reality distortion
field that improves
sales funnel
performance?
#TTSOT

18. A brief history of the sales funnel

19. A brief history of the sales funnel
1898, E. St. Elmo Lewis
“AIDA”
1911 Arthur Fredrick Sheldon
The Art of Selling,
“Satisfaction”
1961 Arthur Fredrick Sheldon
The Art of Selling, “DAGMAR”
Then

20. A brief history of the sales funnel
2009 McKinsey &
Company
Then Now
1898 - 2009
Source: “The Consumer Decision Journey”, 2009. McKinsey & Company

21. “ (The) outreach of consumers to
marketers has become dramatically
more important than marketers’
outreach to consumers.”
- “The Consumer Decision Journey”,
2009. McKinsey & Company.

22. Sources: Brian Solis, The end of Business as Usual; McKinsey and Company, TimeTrade
Lead
Evaluation
Purchase
Use
Referral
Promote
Trust
Trust
Cycle
Consumer Outreach

23. The Trust Cycle
is fundamentally different
from the traditional
“Sales Cycle”
#TTSOT

24. Prospect Company
Sales Engagement
“Traditional” Sales Cycle
• Control the process
• Pace the interaction
• Drive the decision
•Use time based success criteria

25. Brand
Prospect Company
Sales Process
Brand
Experience
Engagement
Tools
Time-to-Trust Selling

26. The Most Trusted Source ?
Prospect
The Prospect’s
“Social
Graph”
Sales Rep

27. The Perception Gap
“Why do buyers interact with companies through
social sites”
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values

28. The Perception Gap
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values
What Companies Think
1. Learn about new products
2. Get general information
3. Submit opinion on current products
4. See reviews and product rankings
“Why do buyers interact with companies through
social sites”

29. The Perception Gap
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values
1. See reviews and product rankings
2. Get general Information
3. Learn about new products
4. Submit opinion on current products
and services
What Buyers Think What Companies Think
1. Learn about new products
2. Get general information
3. Submit opinion on current products
4. See reviews and product rankings
“Why do buyers interact with companies through
social sites”

30. The Perception Gap
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values
1. See reviews and product rankings
2. Get general Information
3. Learn about new products
4. Submit opinion on current products
and services
What Buyers Think What Companies Think
1. Learn about new products
2. Get general information
3. Submit opinion on current products
4. See reviews and product rankings
“Why do buyers interact with companies through
social sites”

31. The Perception Gap
Adapted From: IBM sCRM Report: Perception Gap, IBM Institute for Business Values
1. See reviews and product rankings
2. Get general Information
3. Learn about new products
4. Submit opinion on current products
and services
What Buyers Think What Companies Think
1. Learn about new products
2. Get general information
3. Submit opinion on current products
4. See reviews and product rankings
“Why do buyers interact with companies through
social sites”

32. The new role of inside sales changes to
monitoring, engaging,
and intercepting
emerging brand and
product trust in a way
that leads to a
purchase decision.
#TTSOT

33. Implementing “Inbound Sales”
Identify and capture key selling “Pivot Points” in the
Trust Cycle

34. Promote Trial Demo Close
2,700
Outbounds
P
Old Sales-Transaction based Process
50
Demo
Calls

35. Promote Trial Demo Close
3,400
Outbounds
P
Calling, chasing
and waiting
About 30% of available
inside sales bandwidth
Already
Identified
“Pivot Point”
50
Demo
Calls
Old Sales-Transaction based Process

36. Old Sales-Transaction based Process
New Time-to-Trust Process
Promote Trial Demo Close
3,400
Outbounds
P
P
Zero
Outbounds
50
Demo
Calls
50
Demo
Calls
“Please
Call
Me”

37. Time-to-Trust Results
30% Higher Close Rate
40% Faster Time-to-Close
20% Higher Connect Rate

38. www.timetrade.com/resources
#TTSOT

39. Implementing Inbound Sales
Create a persistent presence in
the Trust Cycle that makes it easy for
prospects to get your time and attention.

42. Persistent
Presence in the
Trust Cycle

44. Walk-in Pivot Point
“Please Help Me”

45. Implementing Inbound Sales
Implement and practice
one-call Inbound Sales
“One-call Inbound Sales” is a registered trademark of TimeTrade, Inc.

46. Outbound e-mail with
persistent availability
E-mail

47. Outbound e-mail with
persistent availability
Single outbound
follow-up reminder
E-mail
Call

48. Outbound e-mail with
persistent availability
Inbound Sale
Single outbound
follow-up reminder
E-mail
Call
Trust
Response

49. Time-to-Trust Results
• 20 to 30% more reps make quota
• Demo no shows are cut in half
• Product renewals are significantly higher

50. The Story
Success
of the
Inside Sales
Superhero

51. 3 Steps to Superhero Status

52. 3 Steps to Superhero Status
Identify and capture a key selling “Pivot Point” in the
Trust Cycle

53. 3 Steps to Superhero Status
Identify and capture a key selling “Pivot Point” in the
Trust Cycle
Create a persistent presence that makes it easy for
prospects to get your time and attention.

54. 3 Steps to Superhero Status
Identify and capture a key selling “Pivot Point” in the
Trust Cycle
Implement and practice one-call Inbound Sales
Create a persistent presence that makes it easy for
prospects to get your time and attention.

56. Fame,
fortune,
self-esteem

57. Fame,
fortune,
self-esteem
+
Over-target
sales
performance !

58. Selling
at the
Speed of Trust
Copyright(C) 2018, Gary Ambrosino