Today’s Speakers

Andrew Gaffney Editor DemandGen Report

Dr. Tom Sant Business Communications Expert Best-Selling Author

Moderator Alicia Fiorletta Associate Editor DemandGen Report

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Today’s Agenda

ü  Adapting to Changing Buying Behavior

ü  Selling on Value Instead of Price

ü  Automating Your Proposal Process

ü  Developing Sales Playbooks for Different Selling Situations

ü  Adding Measurement to Key Engagement Points in the

Pipeline

Adapting to Changing

Buying Behavior  

Poll Question How was your first point of contact made with recent customers you’ve closed? •  Prospect reached out and contacted us directly •  We contacted them after they requested more

information on our website •  We contacted them after connecting on live chat on

our site •  We contacted them via cold call •  Other

How  was  your  first  point  of  contact  made  with  your  sales  representa6ves?  

New Rules of Engagement

At  what  point  in  the  buying  process  did  you  engage  with  sales  representa6ves    from  solu6on  providers?  

Sales Entering at Later Stages

Changing Buyer Takeaways

Ø  Buyer controlling engagement process

Ø  Cold calling no longer effective

Ø  Sales entering at later stages

Ø  Sales need to establish value quickly

Ø  With pricing becoming more transparent, sales teams need to establish

other value differentiation

Selling on Value Instead of Price

Did  any  of  the  following  factors  lead  you  to  go  with  the  vendor  you  selected?  

Value Selling Takeaways

Ø  Price not the only factor

Ø  Buyers also looking for expertise

Ø  Buyers considering a variety of factors

Ø  Willing to pay more for solution that fits their needs

Automating Your Proposal Process

Where Is the Waste In Current Sales Processes?

Face-­‐to-­‐face  selling    25%  

Selling  over  the  phone    15%  

Order  follow-­‐up    3%  

Proposal  writing,  presentation  preparation      12.5%  

Internal  paperwork    6%  

Order  preparation    10.25%  

Waiting/traveling      22%  

Administrative  tasks        6%  

from  George  A.  Smith,  Sales  Produc-vity  Measurement  

Sales  Process  

Poten:ally-­‐-­‐Two  Kinds  of  Waste  to  Eliminate  

Efficiency   Effec:veness  

Measurable  Results  

Efficiency  is  a  func:on  of  the  quan:ty  of  work  you  do.    It’s  based  on  using  tools  and  

processes.  

Effec:veness  is  a  func:on  of  the  way  

you  work.    It’s  based  on  using  best  prac:ces.  

Sales  Process  

Where Does the Time Go? •  Face-to-face selling •  Travel, waiting •  Telephone selling •  Proposals, presentations •  Order preparation •  Internal paperwork •  Administrative tasks •  Follow-up on orders

25% 22% 15% 12.5% 10.5% 6% 6% 3%

from George A. Smith, Sales Productivity Measurement

Only 52.5% of Sales Time Involves Selling!

•  Face-­‐to-­‐face  selling    •  Travel,  wai:ng  •  Telephone  selling  •  Proposals,  presenta:ons  • Order  prepara:on  •  Internal  paperwork  • Administra:ve  tasks  •  Follow-­‐up  on  orders  

25%  22%  15%  12.5%  10.5%      6%      6%      3%    

from  George  A.  Smith,  Sales  Produc-vity  Measurement    

Automation Takeaways

Ø  Time wasted in administrative, non-selling tasks

Ø  Need to increase time invested in selling

Ø  More time needed to invest in creating powerful

presentations

Ø  Opportunity to improve efficiency and

effectiveness

Developing Sales Playbooks for Different Selling Situations

When it comes to aligning buyers and sellers, more than 50% of salespeople are not properly prepared for their initial meeting with prospects, according to IDC.

Which  resources  did  you  find  most  useful  in  the  early  stages  of  buying  process?  

As  you  progressed  through  the  research  process  on  the  company,  which  types  of  communica6on/content  did  you  feel  were  most  

helpful  in  suppor6ng  your  decision?  

Aligning With The Buying Cycle

Buyers look for different kinds of information at various points in the buying cycle. Ø  Recent study from Knowledge Storm/Marketing Sherpa

found 61% of technology buyers want content that directly addresses the issues they face at each point in the decision process.

Ø  Frequency is also important: 85% of tech buyers said they need to encounter at least three pieces of content.

Ø  Driving repeatable behavior within recurring selling situations

Ø  Condensing over-whelming amount of information

Ø  Playbooks keep it brief

Ø  Serve up the right content at the right time

Ø  Ensure consistency in how deals are worked

Ø  Decrease training of new hires – minimize common questions

Situational Selling Takeaways

Adding Measurement

“Data management and analysis must be improved across sales. High performing sales organizations are taking concrete steps to improve the quality of their data as well as their team's ability to analyze and interpret key trends and insight from this data.” —IDC Sales Productivity Benchmarks Study

Data Analysis Across Sales

Qvidian’s  Sales  Performance  Analy<cs  allow  sales  and  marke:ng  management  to  op:mize  their  sales  team’s  ability  to  close  business  at  each  stage  of  the  buying  process.  

•  Gain  greater  forecast  accuracy  •  Iden:fy  trends  and  replicate  successful  selling  

situa:ons  •  Proac:vely  coach  reps  to  advance  a  deal  •  Improve  overall  marke:ng  effec:veness  

See which opportunities are real and which are overstated based on activity performed.

Sales Measurement Takeaways

Ø  Need to measure across all areas

Ø  Will measure impact of messaging within sales force system

Ø  Track results back to activity

Recommended Action Items

Ø  Build A Plan To Adapt to Changing Buying Behavior

Ø  Differentiate Based on Value over Price

Ø  Automate Your Proposal Process

Ø  Develop Playbooks for Different Selling Situations

Ø  Add Measurement to Key Engagement Points in the Pipeline

Thank you for attending today’s webinar!

Download the new white paper on this topic “5 Steps to Increase Win

Rates and Improve Pipeline Performance” here:

www.qvidian.com/resources

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