This document provides guidance on modernizing a sales approach and driving sales in cyber security. It discusses the need to attract more leads and convert more of the leads into sales. It recommends developing an inbound lead generation plan that involves building a personal brand on social media to attract prospects, engaging in conversations to build relationships, and eventually converting connections into leads and clients. The document emphasizes listening to prospects, adding value through helpful content, and focusing on relationships over quick sales pitches in order to build trust and make the sale. It also stresses the importance of online perception and presenting oneself professionally as a personal brand.

1. How to Modernize your Sales
Approach & Drive Sales in Cyber
Security

2. You’re at the right place if you’re
responsible for sales
Entrepreneur | Executive | Coach | Consultant

3. Who am I?
• Consultant, coach,
trainer, author & speaker.
• Have a consultancy & I
help owner-managers of
service-based B2Bs with
business development.
• I focus on ethical,
professional, structured
methods that WORK.

4. Enabling business
• I’ve spent 18 years in
business development &
I’ve built & sold my own 7-
figure consultancy.
• 27 years old, NO startup
capital, NO experience, 3
kids.
Sold to a range of clients –
start-ups & SMEs to multi
nationals.

5. You’re here because…
1. You either know you’re wasting time on the wrong sales
activities or suspect there could be better ways to sell.
2. You know you need to be doing more but you’re not sure
which way to go and are feeling stuck.
3. No matter how hard you work the sales aren’t coming in.
Your leads are still small & your reach feels non existent.
You’re frustrated.
4. You’re already seeing some success by using some modern
methods but you want to learn more.

6. You want to…
• Build a consistent sales pipeline so the revenue keeps flowing
& you’re not living the feast & famine lifestyle.
• Attract more leads & automate some processes.
• Create a system for generating leads so you don’t get
overwhelmed & stressed out.
• Convert more of the leads you’re getting so selling is faster &
easier.
• ULTIMATELY YOU WANT TO MAKE MORE MONEY!

7. The good news is…
• Show you how you can do all of that!
• By the end of this class you’ll have a system for
attracting more buyers, building a consistent pipeline of
leads & winning more sales.
• You’ll see a better return on your time investment.
• You’ll be able to implement the things I go through with
you straight away.

8. How this class came about
• Noticed 3 problems in the market:
• Businesses were struggling to get through to their
prospects on the phone, book meetings & make sales.
• Businesses were struggling to attract & develop leads.
• Business were frustrated as when they had leads they
were struggling to convert them.

9. Researching the market
• Saw how modern sales methods were transforming
business.
• More visibility & exposure.
• More opportunities to network & get leads.
• Better conversion rates.
• Increased sales.
• Individuals were becoming empowered by gaining
influence & becoming brands.

10. 3 objectives for this training
1. Add value
2. Transparent
3. Continued education

11. THE PROBLEM

12. Evolution of Selling

13. What is selling?
• Selling is:
• About having conversations.
• About helping people by matching their needs to their
wants or finding a solution to their problems.
• About winning,
• It’s the most fundamental aspect of a business!

14. What makes a good sales
person?

15. They’re thick skinned and know the first rule of sales…
SWSWSW..NEXT

16. Their day typically looks like
this - scenario 1

17. Their day typically looks like
this - scenario 2

18. They’re day typically
looks like this – scenario 3

19. The market is now global &
there’s MORE competition

20. There are MORE distractions &
MORE noise.
10 hours of digital content per day is being consumed &
it’s increasing!

21. It’s getting harder to be seen
let alone be heard
If you can’t be seen or heard you’re not going to make
sales!

23. build

24. To be the signal & not the noise

26. Why build a KPI profile?
• When someone Google’s your name, the 1st
page of results is how the world sees you.
• Is it clear what you do?
• Is it clear what you’re good at?
• Are you referenced & can testimonials be
found?

27. Your profile is an asset
• In a world where the most cutting edge tech has
been designed to leverage your message, you
must build a profile as a person of influence. You
must treat it as an ASSETfor it will both
make you sales & loose you business.

28. As Richard Branson says…
“Your reputation is all you have in life – your personal reputation & the
reputation of your brand. And if you do anything that damages that reputation,
you can destroy your company.”

29. • A survey by CustomerThink determined
that on average, marketing is still only
responsible for 30% of lead generation for
sales.
• Those in sales on average have to generate
70% of their leads if they’re to achieve
their goals.

30. Unlock the power of
connections
• Personal connections are the best way to build a pipeline
of people most likely to turn into new clients.
• A warm referral increases the odds of a sales success
2-4x (CustomerThink survey).
• 53% of sales professionals received introductions to
new opportunities from their coworkers (LinkedIn
Customer Survey, 2011).

31. Company profile
• When someone goes to your website is it clear:
• Who it’s for & what you do?
• How they can contact you?
• Who your clients are & what they say about you?
• Can they “try before they buy?”
• When you look at your website is it clear:
• What it’s purpose is?
• What you want visitors to do on the website?

32. • Are you capturing any details from your visitors? As the
biggest mistake is to make is to think this:
• 99% of your visitors you attract to your site will be lost
UNLESS….you adopt the framework I’m going to show
you next.
VISITOR SALE

33. • You must do it this way…
• 1 sale & 20 leads/contacts.
• This way allows you to build a relationship with your
visitors & with effective messaging your sales can sky
rocket.
VISITOR SALE
COLLECT
VISITOR INFO

34. attract

35. 50-70% of the buying process happens
before you get a chance to sell (Forrester)
Your chance to sell
BUYERS SEEK YOU OUT
Searches Compares Buys

36. •89% of consumers begin
searching for products &
services using a search
engine (InsideView)

37. 86% business decision makers use
social media for business reasons

38. 3 in 5 decision makers use social
media to learn about new products &
services

39. •90% of us buy on
recommendation – even
from people we’ve never
met.

40. The reason – we’re
programmed this way.
Because it’s safer!

41. IBM played to this fear in the 1980s
Most know their campaign: “You don’t get fired for buying
IBM”

42. We call this social proof
Studies show that the average
conversion rate on a website
shoots from 7% buying up to 71%
when we’re recommended via
social networks.

43. influence

44. Your ability to attract, influence &
communicate online is NOW as
important, if not more important
a skill to master as cold calling
and networking once was.

45. Whilst this class isn’t purely about
social media, in case you hadn’t
noticed it’s everywhere so we
MUST look at it.
It’s a POWERFUL business
development tool.

46. Nearly 1 in 4 use social media
GLOBALLY

47. Savvy entrepreneurs
• Savvy entrepreneurs are shifting
their spend away from ‘interruption
advertising.’ i.e. trade shows, direct
mail & cold calling.

48. Better returns through
social media
• 57% acquire clients through blogging.
• 44% from Twitter.
• 77% of B2C companies & 43% of B2B
companies from Facebook.

49. Mike Volpe, CMO of HubSpot said:
"Our customer research showed that traffic
from LinkedIn generated the highest visitor to
lead conversion rate (2.7%), almost 3x higher
than Facebook (0.77%).

50. Where to focus
• To win in business now, you’ve got to be giving your
clients & buyers what they want. That means
engagement, interaction & conversations.
• Think about it. When you search for something
chances are you’ll end up on the recommended site
knowing quite a lot BUT….

51. Where to focus
• When you ask for help or search for something
through those you’re connected to, you’ll find
that you’ll end up on the recommended site
knowing a lot more. You’ll be more focused &
more ready to buy!

52. And that’s why there’s
been a lot of
MARKETING ACTIVITY
on social media!

53. To win in business
• However, to win in business it
takes more than just having a
presence and pushing out
tweets, posts & blogs - even if
it’s consistent.

54. To succeed
• You must have a well thought out plan & this
requires consulting, coaching & training.
• Remember 20-50% of the buying process has
happened before you get a chance to sell so YOU
MUST know how to meet them, engage with
them, build a relationship with them & influence
them if you’re going to convert them into clients.

55. This is important
• If you understand this you’ll get the edge over
your competitors who may out rank you now in
terms of SEO or even your database.
• Doing business will be cheaper.

56. Where to start
• You need to be taught how to use modern sales
methods effectively – as a part of your existing
sales process.
• You need to know your objective & your market.
Then plan, focus & take consistent action.

57. convert

58. • How do you prospect for clients?
• How fast do you convert?
• Meeting?
• Sale?

59. McKinsey reported on
sales reps

60. •90% of CEO’s and IT
Directors say they NEVER
respond to cold emails or
calls (InsideView)

61. A recent IBM Preference Study showed that cold calls are ineffective 97% of the
time, and this number has been increasing by 7% every year since 2010.

62. Time is your asset – value it!
Unless you know how to use modern tools to engage, interact and
have meaningful conversations you’re going to miss opportunities.

63. Prospects access info 24x7
They make decisions 24x7

64. BUT…
THEY’RE OVERWHLEMED
WITH SALES MESSAGES

65. Consider this…
• If you’re not there to help them when they
need it one thing’s certain – your
competitors will be.

66. Those who get it win
• 72.6% of sales people who
are using social media as a
sales tool out perform their
colleagues who aren’t using
it.

67. More opportunities
LinkedIn survey in Q4 2013 of reps who focused on new business & existing
business

68. Don’t get left behind

69. • In the UK last year 3,500 business went
into liquidation.
• 1 in 3 businesses FAIL globally.
• Why does this typically happen?
• Lack of SALES & Lack of PLANNING

70. • Do you plan on working in the next 10-
20 years?
• Do you want to be obsolete or future
proof yourself?

71. THE LESSONS

72. THE CLASS: LESSON 1 OF 3
How to Create a Lead Generation Plan

73. Let’s look at your options
Inbound Marketing
• … refers to marketing activities
that bring visitors in, rather
than marketers having to go
out to get prospects'
attention.
• Inbound marketing earns the
attention of customers, makes
the company easy to be found
and draws customers to the
website by producing
interesting content.
Outbound Marketing
• … is the opposite of inbound
marketing, where the
customers find you, mostly
through various paid and
natural search engine
marketing efforts.

74. Let’s look at some examples
Inbound Marketing
• Content: blogs, articles,
reports, whitepapers, e-
books, podcasts,
newsletters, videos,
audios
• SEO
• Social media
Outbound Marketing
• Events, seminars
• Direct mail & flyers
• Cold calling & telesales
• Networking
• Advertising

75. Let’s look at your choices

76. Inbound Marketing: Social
Selling
• Leveraging your professional brand to fill your pipeline with
the right people, insights & relationships
• Building a strong personal brand so you look & sound like a
professional that you are
• Capturing sales intelligence
• Having a deep network of advocates
• Listening for opportunities and engaging
• Being there at ZMOT! (Google’s manifesto)

77. Google’s manifesto – Zero Moment of Truth (ZMOT)
Searching – Reading Reviews - Watching Videos – Reaching out to their Network & places
like Quora asking Questions

78. Put yourself in your buyers shoes

79. #1. Research &
prepare
Your buyers
• Where do they hang out?
• What do they like to talk
about?
• What are their pains &
challenges? Where are they
lost? Where’s the mess in
their business?
• What do they do outside of
work?
• What does their profile
(avatar) look like?
Your competitors
• Where do they hang out?
• What do they talk about?
• Where are they strong &
weak?
• (NB your competitors can
be your allies/buyers)

80. Know your mission

81. #2. Set your strategy
• The strategy i.e. your mission contains
the who, what, when, where and why.
Everything else is about how you’re
going to accomplish the mission (the
tactics).

82. Communicate & get buy-in
• Convey the strategy to your team along
with the tactics / plan/ roadmap.
• They’ll need to buy into it as they’re going
to be delivering it!

83. Where will they find you, where will they go
& where will you take them?
Twitter Facebook Website Email
LinkedIn Twitter Call Meeting
Google Website Call Meeting

84. Remember the competition
Gaining competitive insight is useful because it enables
you to know how to better position yourself & it can help
you get more leads.
Follow your competitors. Listen to what they’re saying &
what their clients are saying about them!
Set up Google Alerts for competitor terms (brand names,
products, business owners names).
This is a time to data mine!

85. Fish where the fish are &
where they’re hungry!

86. #3. Listen
• Start by spending some
time on the network you
plan to use & LISTEN.
• Become acquainted with
the norms & expectations
of the social network &
community. They’re all
different.

87. #4. Connect
• Friend, follow or connect with
individuals with profiles that
match your buyers.
• Conduct a search on each
social platform or use
http://socialmention.com to
find buyers who are talking
about your industry or using
related keywords.

88. (Always Be Connecting)

89. http://www.getlittlebird.com/

90. Then comment on their posts, retweet them, answer a
question or share something they say.
By contributing to their conversation you add value to
their network. Then it becomes natural for you to follow
them & for them to follow you back.
#5. Engage in conversations

91. No one-way conversations
Don’t have one-way
conversations. Don’t push
things out without engaging.
Stick around for a while.
Pay attention to what your
buyers are saying, needing &
even moaning about.
Ask questions, listen for those
who are asking for help.

92. #6. Build relationships
 Put the emphasis on
developing relationships more
than developing leads,
because good relationships
will turn into leads.
 People share a lot of
information, & if you monitor
& listen to what they’re
saying, you’ll eventually be
able to engage in a meaningful
conversation with them.

93. Don’t pitch too soon
• When someone connects don’t
them a message or DM with a link
to your website. Turn off!
• Once you’ve built a relationship
then you can say, “I’ve seen this
many times before & helped others
with it. Do you want to hop on the
phone / Skype / meet up to go
through it?”
• Show you care & add value. Know
that relationships take time to build
so don’t expect success overnight.

94. #7.Convert
You’ve laid the foundations. Now you’re ready to
move the sale along & convert them into leads &
clients.
3 things are important:
1. Opt-ins (get them onto your list & email)
2. Phone or Skype
3. Meetings

95. LESSON 2 OF 3
Attract

96. Be the bait!

97. Perception is reality

98. Create the right image
• Perception is everything & reality is nothing so it doesn’t
matter how good your product or service is. If the buyer
doesn’t perceive it to be – it’s not.
• Success or failure so often comes down to perception
and presentation. So start off on the right track by
presenting yourself well. Get dressed for being online
both as a business & as a KPI.

99. Who the Google are you?
• Remember you’re now a brand. Your profile is
now a tool. It needs to represent you well as it’s
going to work for you 24/7.
• Think of it as a door opener & invest in it
accordingly. Start by reviewing:
• Headshots & PR shots (for social platforms).

100. Headshots
• You need a professional headshot – it’s a key
differentiator.
• Create a great first impression by smiling. This makes you
look welcoming.
• Just like any brand, make sure your profile headshots are
consistent across all your social media platforms.

101. Good headshot examples
Jane Frankland Amy Porterfield

102. Think of your message
Photos of “Jimmie” by Timothi Photography http://Timothi.com/

103. Think of your bios
• A picture paints a 1000s words but after your
profile has been viewed, your bio & headline are
next.
• You need to make these eye grabbing. You only
have seconds to keep your viewers interest.

105. Create a professional profile
• NEVER confuse professional with formal, cold &
distant.
• Create a profile that's likeable, trustworthy &
right for your market & whichever social network
you’re on.
• Keep buzzwords out of it!

106. Top tips
• Introduce what you currently do / offer & make it compelling.
Tell it like a story & not like a CV.
• Detail how you can help the visitor. Include your credentials &
why you’re the best person to help them with this particular
issue i.e. your USPs.
• Add a personal paragraph, so they can get to know the face
behind the brand.
• Offer a free gift & a link that will lead to an opt-in form.
• Add a list of your specialties & some great keywords!

107. Example summaries

108. LESSON 3 OF 3
Influence

109. Buyers are overwhelmed
with sales messages
But they need solutions…and now

110. Your job is to influence
• Be known now as THE SOURCE - of value
to your audience – and thought of as a
leader.
• To do this you can show personality. You
don’t have to make it ALL business. So
remember the 3E rule…

111. ENTERTAIN
EMPOWER
EDUCATE

112. Twitter

113. OPC(Other People’s Content)

114. What content?
• Blogs
• Articles
• White papers
• Surveys & reports
• Presentations
• Videos
• Posts & tweets
• Chapter extracts from
your book
• Podcasts
• Press releases
• Interviews
• Competitions
• Webinars

115. ASK YOUR NETWORK
TO TAKE ACTION!

116. Examples

117. ALIGN &
LEVERAGE OFF
OTHERS

118. Get on your influencers radar
• Find the influencers in your market. If you’re not
sure who they are go here: http://topsy.com
• Connect with them & work on building a
relationship with them. ReTweet their Tweets.
• Start small & build big. Over time you’ll succeed.

119. A picture paints a 1000 words

124. Have a system that works
BE CONSISTENT: ORDINARY THINGS CONSISTENTLY DONE = EXTRAORDINARY
RESULTS

125. Wrapping up the lessons
• Knowledge of how selling has changed & why you
MUST learn modern methods so you don’t get left
behind.
• How to build a lead generation plan so you attract
more clients.
• How to create a process that will improve your
exposure, grow your influence & convert more sales
over a shorter length of time.

127. Walk in your buyer’s digital footsteps

128. Challenge you to apply what you
learnt today
Email me & tell me what you’re going
to do in the next 24 hours…

129. Remember
• When you use modern sales methods
strategically you‘ll be connecting with
more key decision makers, experiencing
shorter sales cycles, charging higher rates
for your services & closing more
business.

130. I’m not sure why you showed up
• To learn how to get more influence
• To learn how to attract more leads
• To learn modern sales methods
• To check me out…

131. Whatever the reason remember
• Nothing that was shared today is “theory” or
“might work.” What you’ve been taught is a
proven process that IS working right now.
• I’m NOT extra special & I don’t have access to
exclusive resources or tools. I just have a PLAN –
A SYSTEM that works.
• And if I can do this YOU CAN TOO!

132. The obvious question is…
• The obvious question next is….
• Are you going to sit on the fence?
• Try to figure it out yourself (which will
take ages)?
• Engage with someone who’s done it
before so you can save time?

133. How to continue working with me
Option 1
The DailyWins Social
Selling Programme
(Online self study)
Option 2
The DailyWins
90-day Business
Accelerator
Programme
(Coaching)
Option 3
Do nothing & try to
figure it all out by
yourself.
(Flying solo)

134. Option 1
 3-week program that teaches you how to use social media as a sales tool so
you see the maximum results in the shortest time possible.
 Learn modern sales processes so you’ll enable sales.
 Learn how to use Twitter & LinkedIn to prospect & generate warm leads
so you can win more business.
 Learn how to set up your Twitter & LinkedIn accounts the right way so
get more exposure & are found via the search engines.
 Learn how to gain influence in your market so you can stand behind
what you charge & close 80% more business.
 Videos, PDFs & weekly calls live for the 3-week program & access to support
via me & our community.

135. Social Selling Profit
Center
Videos, presentations,
worksheets,
done for you sheets &
PDFs
Introduction to Social Selling
- Foundations to selling
- Foundations to social selling
- Process, systems & methodology
- Case studies
Twitter
- The basics
- Prospecting, networking & lead generation
- Events
- Measurement & best practice
LinkedIn
- Preparation & Set Up
- Strategy
- Lead generation & prospecting
- Reporting, analysis & performance
- Ninja tips
Extras
- PDFs, worksheets, done for you sheets
- Weekly calls throughout the program
- Community

136. Fully mobile

137. Option 2
 90-day Business Accelerator coaching program teaches you all the
modern ways to market your business & sell your services. You’ll
have a choice as to whether you want to go slow & steady, short &
focused, or make a big splash. You’ll get access to:
 The DailyWins Social Selling Program
 Planning & Strategy - where you are now, what you want to
achieve & devise a plan to get you there.
 Sales funnels & systems to help you build processes.
 Full coaching support where we’ll meet twice a month to go over
your progress & set more actions.

138. I was hugely impressed with Jane’s presentation and knowledge
of Social Media and in particular Twitter. I learnt so much and
have recommended the programme to my wife and to another
company. I didn’t think, going into the training, I’d learn that
much but I really did.” – Adam
“The content was well structured and focused on the areas that
are going to be most relevant for us. Even though I’m a big fan and
user of LinkedIn there were definitely many things that were
shown that were new to me. I found it a very useful and relevant
day.” – Krissi“
“I advise all of you confused by how to use social media to
contact Jane” – Sarah

139. “Jane is knowledgeable about the industry and her work. I could
even say her passion is addictive at times. The program delivery
and content were easy to follow and she managed to get the
important points across without confusing the matter” - Marcus
“Jane gave me accountability and as a result I started to have
conversations on Twitter, something that had never happened
before! I went from below 100 visitors to over 360 in record
time. My Twitter followers are now interested in my business;
my Facebook fans are growing everyday and my content is
being shared..” - Nathalie
“It has increased my activity and visitors to LinkedIn ten fold.
I'm engaged in more conversations and turning them into
leads.” – Tom

140. Take the next step
• Ready to have a conversation? Then email
me: hello@jane-frankland.com
• I’ll get back to you within 24-hours.

141. Still not sure…think about this
• Whether you choose to work with me right now or not
there’s a cost involved. This could be thousands of dollars
or pounds - if not more.
• This is a well thought out program that’s backed by a 30-
day, no questions asked, money-back guarantee.
• This is also tax deductible if you’ve got a business.

142. So ask yourself. Are you getting
the results you want?
CAN YOU AFFORD NOT TO
UNDERSTAND HOW TO DO THIS?