How to Market and Sell like a Category Leader

How To Sell & Market Like a
Category Leader
Sangram Vajre

©2018 Terminus Software, Inc. @SangramVajre
Sangram Vajre
• Co-Founder & Chief Evangelist @Terminus
• Founder, #FlipMyFunnel movement
• Previously, Head of Marketing @Pardot,
@Salesforce
• Recovering lead-addict

©2018 Terminus Software, Inc.
Check out the daily
#FlipMyFunnel podcast on
iTunes
I wrote a book on #ABM!
@SangramVajre

To prepare for this presentation, I (re)read:
@SangramVajre

Key Elements to Sell & Market
like a Category Leader
5
@SangramVajre

Embrace your customer’s problem.
Not your product.1

You want your customers to think about you in
the shower

©2018 Terminus Software, Inc. @Handle #Hashtag
Most B2B Marketers and Salespeople Only Like
“ONE NIGHT STANDS”

Let’s prove it.
@SangramVajre

How do you measure
success today?
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Conversions Conversations
@SangramVajre

Downloads Engagement
@SangramVajre

Deals Relationships
@SangramVajre

#FlipMyFunnel
@SangramVajre

It’s easier to get people to agree
on a common problem than a
solution.
Tweet this!
@SangramVajre
@SangramVajre

Law of the few
Uniqueness
Are you a one-night stand marketer or sales person?
Stickiness
Create urgency
to learn more
Power of
context
You care and are
relevant
1 2 3
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Attach a personal feeling
to your brand
2

“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
@SangramVajre

My view:
emotions.
@SangramVajre

My view:
emotions.
passion.
@SangramVajre

My view:
emotions.
passion.
insights.
@SangramVajre

Serves 75,000 cookies a
day with a smile!
@SangramVajre

An SDR makes
75 calls a day
with a smile!
@SangramVajre

YES! NO!
@SangramVajre

Your customers want to know
that you care MORE!
Tweet this!
@SangramVajre
@SangramVajre

A great
sales pitch
How will your last 5 customers and future customers
remember you?
He/she
understood
my problem
He/she cared
about me
@SangramVajre

Take a #OneTeam Approach
@SangramVajre #SalesTO

#OneTeam
is a mindset
#OneTeam
has one
scorecard
You have to
operationalize
the #OneTeam
approach
#OneTeam has
one customer
experience
#OneTeam revenue machine

#OneTeam Real Talk
Chief Revenue Officer VP of Sales Development
“Fire me if
this doesn’t
work!”
“SDRs save
4 hours a day
that they used to
spend
prospecting.”
“No one in our company
cares how many leads
we get. It’s all about
engagement.”
VP of Marketing
@SangramVajre

You are #OneTeam
because you trust, respect
and care for each other.
You are not #OneTeam because
you work together.

©2018 Terminus Software, Inc. @SangramVajre #SalesTO
Tweet this!
@SangramVajre
There’s no such thing as Lead
Executives. We call salespeople
Account Executives.

Align on
one
scorecard
Align on
touch points and
messaging
Align on
team work
What could you do to build a #OneTeam experience
for your customer?

Reach your customers on
their terms
4

@richyoung

Get personal with your customer
Personalized
email!
Daily
#FlipMyFunnel
Podcast
Socialize!

You only serve customers and
future customers.
Tweet this!
@SangramVajre

Put them in
a static
nurture
program
What do you do to keep your future customers engaged?
Harass them
with multiple
calls
Be so relevant
and personal
that they
call you

Make Your Customers Heroes in
their Organizations
5

Keep an empty chair so that the
customer is always in the room.

WIFE HEROISM
My wife, Manmeet
My lifelong
customer!
MY IMPACT GRAPH

Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Clean cars, pay the bills on
time, take kids to soccer
Try to become both Mom and Dad
on the weekends and let her have
some personal time Do dishes when she is away
Flowers on a Wed
Asking her, “What do you want for
Christmas or your birthday?”
WIFE HEROISM
MY IMPACT GRAPH

YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
nurture programs
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or LinkedIn Ads
CUSTOMER HEROISM

YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What if you stopped
doing what’s here?
And focused on
everything here?
CUSTOMER HEROISM

Embrace your
customer’s
problem and
not your
product
Attach a
personal
feeling to
your brand
Take a
#OneTeam
approach
Reach your
customers on
their terms
Remember:
future
customers
are NOT
prospects!
Category Leaders Do This!

THANK YOU!
@sangramvajre
Check out the daily #FlipMyFunnel podcast

How to Market and Sell like a Category Leader

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