Post on 17-Oct-2014
description
Great Sales Conversations Your Last Bastion of Differentiation
3 Conversations You Need to Win
Q: #1 Reason Dont Hit Quota? A: Inability to Articulate Value! SiriusDecisions
Leads
Products
Process
Training
CRM
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
Research-based Approaches
Decision-Making Science
Neuroscience Seller Profiles
Best Practices Imitation
Winner
Losers
Good Intentions. Wrong Instincts.
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Create Value
ENGAGE
YOU
THEM
NO DECISION
WHY YOU?
60%
YOUR REAL COMPETITOR
ENGAGE
YOU
THEM
WHY YOU? WHY CHANGE?
MISSING!!
GET THE FIRST YES
NO DECISION
60%
DISTINCT POINT OF VIEW
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
74
Why Change? Why You
VALUE PROPOSITION
26 % % BUYING VISION BAKE-OFF
-3 -1 +1 +2 +3 -2
Make the status quo unsafe Define new set of needs Align w/ your Strengths
Heres what you say you need Heres what we do different Heres the benefit you will get
Identified
NEEDS
CAPABILITIES Specified
Commodity Messaging
Creating a Buying Vision
NEEDS
Identified
Specified CAPABILITIES
UNKNOWN STRENGTHS
UNCONSIDERED NEEDS
Commodity Messaging
Creating a Buying Vision
Distinct Point of View
DISTINCT POINT OF VIEW
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
74
Why Change? Why You
VALUE PROPOSITION
26 % % BUYING VISION BAKE-OFF
-3 -1 +1 +2 +3 -2
DISTINCT POINT OF VIEW
Status Quo Threatened
Identify New Needs
Define Solution
Identify Viable Vendors
Review Approaches
Make Decision
74
Why Change? Why You
VALUE PROPOSITION
26 % % BUYING VISION BAKE-OFF
-3 -1 +1 +2 +3 -2
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Create Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Elevate Value
PRODUCT KNOWLEDGE BUSINESS EXPERTISE
EXECUTIVES VALUE 4X MORE
EXECUTIVES VALUE 4X MORE
88% PROFICIENT
24% PROFICIENT
4X LESS LIKELY
PRODUCT KNOWLEDGE BUSINESS EXPERTISE
EXECUTIVES VALUE 4X MORE
88% PROFICIENT
24% PROFICIENT
4X LESS LIKELY
BEST IN CLASS
FOCUS 2X MORE
AVERAGE COMPANIES
FOCUS MORE
PRODUCT KNOWLEDGE BUSINESS EXPERTISE BUSINESS VALUE GAP
Business Value Conversations
Current Situation: Clearly identify a business issue at risk and describe the current situation that needs to change.
Business Change: Align how your companys offering will change the way your prospects operate, enable them to do things differently and how that difference will be measured for business impact.
First 5 Minutes Earn Next 25 Minutes
80% decisions
10% executive contacts
80% decisions
FEAR
10% executive contacts
80% decisions Executive-led
experience
vs. typical sales trainer
FEAR
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
Customer Conversation Continuum
Elevate Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Capture Value
Your Price I% increase in discounting
9% decrease in operating
margin
A SLIPPERY SLOPE
Your Price
Their Price
TYPICAL VIEW OF DISCOUNTING
Negotiating Tactics
Selling to business buyer
Deal moves to purchasing
Your Price
Their Price
WHATS REALLY HAPPENING
Negotiating Tactics
Selling to business buyer
Deal moves to purchasing
Value Leaks
Demonstrating Value?
CHECKING BOXES
Demonstrating Value?
Giving Away Value
Exchanging Value
PIVOTAL AGREEMENTS
CHECKING BOXES
Demonstrating Value?
Giving Away Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Capture Value
STATUS QUO THREATENED
DEFINE SOLUTION
REVIEW VENDORS
CHOOSE SOLUTION
-3 -1 +1 +2 +3 -2
TERMS AND CONDITIONS
DIFFERENTIATION
IDENTIFY NEW NEEDS
MAXIMIZATION
Customer Conversation Continuum
Create Value
Elevate Value
Capture Value
49 0 -
No New Products No Market Changes
Retain 92% of sales team
123% 72% 26%
% of budget
Sales at quota
Flat growth
CPA GLOBAL
Malcolm Gladwell
Scientist for Tipping Point Morton M. Grodzins
What was the difference?
Gladwell told a better story!