B2B Sales

Steve Lightstone

May 8 2009

sales is...

knowing what you sell

earning the right

managing your time

You will learn…

• how customers buy• market segmentation• sales funnel• qualification• objections• forecast / pipeline• differentiators

• sales tools• the planned sales call• secrets to winning• sample questions• common language• next steps

know what you sell ● manage your time ● earn the right

how customers buy

1. identify need2. plan projects3. research solutions4. plan implementation5. build business case6. decide short list7. select8. approve

align with prospect needs ● accelerate buying process

market segmentation

• define your ICP• identify low hanging fruit

focus efforts ● maximize revenues ● speed time to $

market

prospects

opportunities

sales funnel

organize ● discipline ● align with prospect

1. prospect2. manage funnel

• define your stages• activity is everything

funnel math

new customer 1

proposals 3

opportunities 5

hot leads 10

calls / emails 200

qualification

• why buy?• why buy now?• why buy now from me?

• build business case• watch for buying signals

acquire information to win ● determine who is serious

objections

1. identify2. listen3. confirm understanding4. replay5. handle6. confirm

remove obstacles to closure ● win faster

• build your objection library

forecasting / pipeline

focus your efforts ● assist business planning

Company Total $ Win % Extended

Gladstone $15,000 10% $1,500

UK Games $6,000 20% $1,200

Bluvurt $2,000 20% $400

Redwood $3,600 33% $1,200

Storeimage $9,000 33% $3,000

Paintball $12,000 100% $12,000

$47,600 $19,300

Stage Win %

hot leads 10%

opportunities 20%

proposals 33%

new customer 100%

differentiators

• unique selling proposition• elevator pitch

give prospects what they need to select you

• articulate your differentiators

sales tools

give prospects what they need to select you

hot leads•website•corporate overview•capabilities summary•customer list

opportunities

•articles•case studies•whitepapers•case studies

proposals / quotes

•demos•proposals•references

• plan & build your portfolio• map portfolio to sales stages

the planned sales call

• lead with impact / benefits / value• present credibility statement• draw out needs• understand relative impact of needs• present solution / differentiators based on needs• check for understanding• handle objections• close • agree on next steps

set reasonable objectives ● ABC

secrets to winning

• be human• align with prospect’s needs• seek quid pro quo• be honest• earn the right• listen & ask• ask the smart / tough questions• exceed expectations• help them build their business case

there are no tricks ● be brutal with your time

sample questions

• why buy? why buy now? why buy now from me?• why does that help you? why is that important?• what is the business impact of doing this?• what is the business impact of not doing this?• what other solutions are you considering?• how is the decision made? who makes it?• if I do this for you, will you do that for me?• how will this help?• is that really important compared to this?• what’s in it for you?• what do you like about the other solution?• what do you need in order to choose us?• that seems contradictory, can you explain?• what are the top three qualities you are looking for?• if I understand you correctly....?

common language

• market segmentation• prospects vs. opportunities• low hanging fruit• ICP• qualify in / qualify out• buying signals• sales funnel• sales stages• proposal / SOW

optimize communications ● become a professional

• objections• forecasts / pipelines• USP• elevator pitch• sales tools• quid pro quo• earn the right• business case

next steps

• segment your market• define your ICP• define your sales stages• fill your funnel• build your objection library• build your forecast• articulate your differentiators• plan & build your sales tools• act

sell smart ● think before acting ● don`t waste this

You will learn…

• how customers buy• market segmentation• sales funnel• qualification• objections• forecast / pipeline• differentiators

• sales tools• the planned sales call• secrets to winning• sample questions• common language• next steps

know what you sell ● manage your time ● earn the right