Post on 20-Jan-2015
description
+
Finding Your First [Enterprise] Customer, Then 10 More…
PARISOMASan Francisco, CAAugust 28, 2013
+Today’s (very aggressive) Objectives
By the completion of today’s workshop, you will be able to:
Construct a Sales Framework;
Evaluate gaps and voids in the sales process;
Identify Buyer Types, Stages of the Sales, and Stalls;
Develop Value Statements.
Define milestones & metrics.
Sales Opportunity Canvas
+ Exercise
Think of a Prospective Customer(s)
[2 minutes]
+ Customer Needs
+Why [People at] Enterprises
Buy
+ Revenue
+ Efficiency
- Cost
- Risk
+Exercise
Why does your Customer buy your product?
+ Revenue?- Cost?
+ Efficiency?- Risk?
[3 minutes]
"You‘ve got to start with the customer experience and work back toward the technology -
not the other way around.“ - Steve Jobs, May 1997, World Wide Developers Conference
Obligatory Steve Jobs reference
Challenge #1: Stated vs. Actual Needs
Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here: http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf
Challenge #2: Implied vs. Explicit Needs
1. Situation Questions
Fact-finding questions to establish a mutual understanding of the customer’s
present operation.
SPIN Framework for Needs Analysis
+2. Problem Questions
Questions about a customer’s difficulties or dissatisfactions.
(uncover Implicit Needs Explicit Needs)
SPIN Framework for Needs Analysis
+3. Implication Questions
Questions about the effects or consequences of a customer’s problems.
(shared understanding)
SPIN Framework for Needs Analysis
+4. Need-Payoff Questions
Questions about the value or utility the customer see from your proposed
solutions to problems.
(clarify the benefit)
SPIN Framework for Needs Analysis
+OTOH…
+Exercise
Use a current sales situation
Develop two (2) of each question:SituationProblem ImplicationNeed-Payoff
[7 minutes]
+ Buyer Types
+USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION
+Why [People at] Enterprises
Buy
+ Revenue
+ Efficiency
- Cost
- Risk
+
Identify the purchasing motivation for each buyer
[EXERCISE]
+ExerciseUse a current sales situation & your
points of contact at your prospective customer
Draw a 4-column grid:
Buyer Type| Person’s Name | Motivation | [Blank]
What is the primary motivation for each Buyer to use your solution?
[4 minutes]
+ Value Statements
+Value Statement Construction
1. It’s not what your product does
2. What customer needs does your solution satisfy?
3. Think numbers
+ “What job are your customers hiring you to do?”
-Clayton Christensen
Now… Write your Value Statement for each Buyer Type, framing your statement in terms of the customer’s problem, not your product.
Hint: Remember the four (4) reasons people buy.
“For [insert buyer type], we …”
+Exercise
Buyer Type| Person’s Name | Motivation | Value Statement
What is the primary reason each Buyer would use your solution?
How does your Value Statement reflect their purchasing motivation?
[10 minutes]
+ Competition & Objections
+Paranoia
“Just because you think everyone’s out to get you doesn’t mean they aren’t.” [paraphrase]
- Joseph Heller
[EXERCISE]
+ Exercise
Why will your customer do nothing?
What is the biggest objection you’ll face?
Who are your competitors?
How will you address this?
[6 minutes]
+
Customer Needs
+ Stages of the Sale
+Primary Stages of the Sale
1. Needs Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
+Where do deals usually stall?
A. Qualification
B. Initial Demo
C. Proposals
D. Technical Demo
+Stages + Stalls
A. Qualification
1 . NEEDS ANALYSISB. Initial Demo
2. EVALUATION OF TOPIC
C. Proposal Work Plan
3. RESOLUTION OF CONCERNS D. Technical Demo
4. IMPLEMENTATION
+ Exercise
Where, how, and why are your sales conversations stalling?
What can you do to prevent this?
How can you maintain control?
[10 minutes]
+ Key Metrics & Milestones
+ Exercise
What are the key milestones and metrics that both you and the
customer can agree upon?
[4 minutes]
+ Sales Mapping
+1:1:1:1:1:1 Framework
What needs to happen in the next quarter for the prospect to implement your solution?
What needs to happen in the next month?
What can you do you in the next week?
The next day?
The next hour?
The next minute?
+
Who’s in control of the next step?
+ Customers Needs
+ Implementation & Support
+1:1:1:1:1:1 Framework (again)
If your prospect decided to implement your solution, what would you do:
In the first minute? In the first hour?
In the next day? In the next week?
In the next month? In the next quarter? In the next year?
+ Exercise
Draw a 2-column table:
Time Period | ActionWrite down what you would need to do
in the first minute, hour, day, week, month, quarter, and year.
[4.5 minutes]
+ Contracts & Economics
+ Exercise
How many seat licenses?
Billing cycles?
Budget cycles?
Signatory?
Renewal clauses?
Right to cure?
[3 minutes]
+ Customers Needs
+
The Rules of [Enterprise] Selling
+
The sale always takes longer than you think it should and
longer than the prospect tells you it will.
Assume 1 month per $10,000
The decision-maker that counts the most is usually
invisible to you.
There is always more than one decision-maker.
It’s never about price.
+Sales Interactions per Revenue
Revenue per year # of sales interactions$10 1
$100 2$1000 4
$10,000 8$100,000 16
$1,000,000 32$10,000,000 64
$100,000,000 132
+About SalesQualia
Mission: Improve Sales Performance.
Services & Solutions Knowledge Products Advisory & Consulting Enterprise Sales Recruiting
People Scott Sambucci, Founder
scott@salesqualia.com | (415) 596-0804 | @salesqualia
Robert Wharton, Production Manager robert@salesqualia.com | (405) 414-9712
+Knowledge Products In-person Workshops
Books & Learning “Startup Selling: How to sell if you really, really have to and
don’t know how.” (www.amazon.com/dp/1468159240) “52 Sales Questions Answered: A Q&A Guide to Sales &
Customer Development.” www.amazon.com/52-Sales-Questions-Answered-Development/dp/1484916352)
Sales Opportunity Canvas
Sales Model Canvas (Fall ’13)
+Advisory & Consulting
Tailored ½ and full day onsite workshops
Longer Advisory Engagements
Weekly/bi-weekly sales coaching for CEOs, Managers, & Individual Sales Professionals
Sales Compensation Plan development
+Enterprise Sales Recruiting
Sales Development Representations
Account Executives
Client Directors
Sales VPs
+www.salesqualia.com
@salesqualia
Scott Sambucci, Founderscott@salesqualia.com | (415) 596-0804 |
@salesqualia
http://www.quora.com/Scott-Sambucci
Robert Wharton, Production Managerrobert@salesqualia.com | (405) 414-9712