Nothing happens until someone sells something sept 2011
-
date post
13-Sep-2014 -
Category
Business
-
view
1.317 -
download
1
description
Transcript of Nothing happens until someone sells something sept 2011
Copyright 2011- LÛCRUM MARKETING
Nothing Happens Until Someone Sells Something:Best Practices to Enabling Your Sales Channel to Effectively Sell Your Products
Presented by:Tom Evans
Lûcrum Marketing
September 14, 2011
Copyright 2011 - LÛCRUM MARKETING
Presentation Agenda
• Typical scenario with sales teams• Why this happens• What you (PM) can do
Copyright 2011 - LÛCRUM MARKETING
The Scenario
Product (Smart Credit) targeted for credit issuers to better manage credit lines and interest rates based upon the credit risk of their clients/prospects, resulting in more balance build and less delinquencies and write-offs.
“The events depicted in this presentation are fictitious. Any similarity to any person or company, living or dead is merely coincidental."
Copyright 2011 - LÛCRUM MARKETING
The Lead
• Sales meets an IT Manager of credit card issuer at a trade show.
• IT Mngr – “I need a solution to detect payment fraud. Can you do it?”
• Sales – “Yes we can!”• Sets face-to-face visit
Copyright 2011 - LÛCRUM MARKETING
The Prep
• Sales to:– Marketing – create new collateral that shows “our
payment fraud solution.”– Sales Engineer – create a new demo that shows “our
payment fraud solution.”– Sales Engineer – help me with a new presentation
about payment fraud.
Copyright 2011 - LÛCRUM MARKETING
The Sales Presentation
• PowerPoint Presentation– Let me tell you how great our company is.– Now, let me describe our Evolutionary Statistical
Algorithm (ESA) and how great it is. • Demo of every conceivable feature (isn’t this neat).• IT Mngr – “Do you have feature A, B, C?”• Sales – “Yes we do” (liar)• IT Mngr – “Here is RFP, Send a proposal”
Copyright 2011 - LÛCRUM MARKETING
The Proposal
• Sales to:– Marketing – create a new proposal template for
payment fraud.– Sales Engineer - answer this RFP.– Engineering – We must have features A, B, C in the
product now to win this deal. We have a final demo in three weeks.
Copyright 2011 - LÛCRUM MARKETING
The Close
• IT Mngr – “We think we are going with Competitor X who has the exact solution we need (and is being used by companies a, b, c).”
• Sales - Discount the price!• Sales - Discount it some more!• Sales - Send in the cavalry (executive team)• Sales - Oops – we still lost it – Why?
Copyright 2011 - LÛCRUM MARKETING
The Why?
• Opportunistic v. Targeted Opportunity• Sales message was technical v. speaking to business
needs• Never engaged executive that owns the problem
Copyright 2011 - LÛCRUM MARKETING
The Impact
• Wasted resources on an opportunity that was a long shot.• New features in the product that nobody needs.• A frustrated and irritated executive team.• Confusion in the market place on what the company does.
Copyright 2011 - LÛCRUM MARKETING
The Real Why This Happens
1. That’s just the way sales people are.2. They were never properly enabled with the right
knowledge and tools.
Copyright 2011 - LÛCRUM MARKETING
The Real Why This Happens
1. That’s just the way sales people are.2. They were never properly enabled with the right
knowledge and tools.
PM
Copyright 2011 - LÛCRUM MARKETING
Goals of Sales Enablement
• Ensures everyone (marketing, sales, executives) is marching to the beat of the same drum.
• Defines clear target market.• Communicates clear & consistent messages.• Enables sales to talk with the right buyers.• Pursue target opportunities that company can win.
Copyright 2011 - LÛCRUM MARKETING
Sales Enablement (Base Components)
• Product Backgrounder• Needs Discovery Guide• Executive Level Presentation• Message Driven Demo
Copyright 2011 - LÛCRUM MARKETING
Product Backgrounder
• Target Markets / Segments• Market Needs / Challenges• Buyer Profiles - Personas / Needs / Challenges / Goals• Market Messages
– Value Proposition– Positioning Statement– Key Messages– Key Benefits
Copyright 2011 - LÛCRUM MARKETING
Needs Discovery Guide
• Aka - Pain Sheets / Solution Development Prompters• One per buyer role per market segment• Challenges / Impact / Capability / Benefits• Match to your sales methodology (if any)• User buyer’s language/terms
Copyright 2011 - LÛCRUM MARKETING
Executive Level Presentation
• Market / Buyer needs• High level discussion of how your solution addresses
needs.– Remember the key messages
• Benefits / Value Proposition• Case Study• 10 to 15 slides
Copyright 2011 - LÛCRUM MARKETING
Message Driven Demo
• Communicates key messages.• Show how buyers needs are solved.• Build it as story.
Copyright 2011 - LÛCRUM MARKETING
Now What?
• How do you get sales to use these new tools?– Have an executive sponsor (Sales VP/CEO).– Train them and train them some more.– Test them on their knowledge via certification process.– Make the tools real (not ivory tower).
Copyright 2011 - LÛCRUM MARKETING
Closing Thoughts
• Train the sales team & then test them (certify)• Review on a regular basis.• Make sure marketing and the executive team participate.• Use for sales channel.• Much of info should already exist - MRD, Market Plan, etc.
Enhances your role as market expert!
Copyright 2011 - LÛCRUM MARKETING
Thank You
Tom EvansLûcrum Marketing
[email protected]+1-512-961-5267@compellingmktr