SiriusDecisions Interview: From Selling Products to Articulating Value and Quantifying ROI
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Thomas Pisello CEO & Founder [email protected] @tpisello @AlineanROI www.alinean.com From Selling Products to Articulating Value Edge Coble Research Analyst,Sales Enablement edge.coble@ siriusdecisions.com @gecoble @SiriusDecisions www.siriusdecisions.com
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"We need to move from selling products to solutions.” This seems to be the current rallying cry for every b-to-b marketing and sales leader today. However, this has been easier said than done. Today, moving from pitching products to selling solutions is not just a rallying cry, but a cry for survival, as ever more frugal buyers demand to understand the business value / ROI a solution will bring before making a purchase. Simply put -- if you want to grow revenue, your sale reps have to evolve from pitching products to clearly articulating and quantifying the value your solutions deliver. In this Interview with Edge Coble, Analyst for SalesEnablement Strategies for sales and marketing research firm SiriusDecisions, reveals the very latest research on why Value Communication is so important, and outlines proven best practices to address the challenge and use it to your revenue growth advantage.
Transcript of SiriusDecisions Interview: From Selling Products to Articulating Value and Quantifying ROI
Thomas PiselloCEO & Founder
[email protected]@[email protected]
From Selling Products to Articulating Value
Edge CobleResearch Analyst,Sales Enablement
Sales invited later into Decision Making Process?
Exploration Evaluation SelectionIdeas
More than 1/2 to 2/3rds decision process complete?
67%
Sales reps invited when Buyer has already established a clear picture of solution.
24% lengthening of sales cycle duration
over past two years
Sales Taking Even Longer to Close?
Why? Top Business Issues for Sales in 2014?
Enough Leads?
Social Selling Capability?
Enough Content?
Sales Training?
Top Issues: Business Value + Wasted Time
#2 Opportunity: Ways to Improve Sales Productivity?
Enablement QuadrantValue Articulation
Reduce Wasted Selling Time
Reduce Wasted Selling Time?
On-Boarding New Reps
Customized Presentations, Proposals & Financial Business Cases
Dynamic & Intelligent Content
#1 Opportunity: Improving Value Articulation?
Traditional Sales & Marketing
Prospects
Business Value Selling Scenarios?
Existing Customers
BuyerInitiated
ProviderInitiated
Realized the Gain?We Can Deliver More!
Prove not the SameWe Deliver Better Value!
Quantify the PainWe Can Help Identify Challenges!
Justify the GainWe Deliver Bottom-Line Impact!
Illuminate the RainInsights for you!
How does Value Selling Map to Buyer’s Journey?
Exploration Evaluation SelectionIdeas Renewal /Addition
Existing CustomersBuyer InitiatedProvider Initiated
Realized the GainWe Can Deliver More!
Prove not the SameWe Deliver Better Value!
Quantify the PainWe Can Help Identify Challenges!
Justify the GainWe Deliver Bottom-Line Impact!
Illuminate the RainInsights for you!
Value Articulation & Productivity: Enable the Conversation?
Sales Enablement
Content fromMarketing
Yes!
Sales
What Investments are Not Working Today?
Traditional one-size-fits-all content
SalesMessaging Guidebooks
Traditional Sales Training87% forgotten within weeks
90% content never used – not Sales Ready1/3rd selling time wasted searching for / recreating content
Death by PowerPoint1/3rd would rather go to Dentist
Roadmap to Improve Value Articulation & Sales Productivity?
Storytelling + Insights + Quantification + Intelligence
Guided Value Conversations
Yes!Guided SellingIntelligent Playbooks + Content
Best Practices?
Adoption & Change Management
Unique Point-of-Value
ExplorationEvaluation SelectionIdeasRenewal /Addition
Guided Value Conversations Throughout Entire Buyer’s Journey
Thomas PiselloCEO & Founder
[email protected]@[email protected]
From Selling Products to Articulating Value
Edge CobleResearch Analyst,Sales Enablement
