SiriusDecisions Interview with Jim Ninivaggi: From Pitching Products to Selling Value
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Thomas Pisello CEO & Founder [email protected] @tpisello @AlineanROI www.alinean.com From Pitching Products to Selling Value Jim Ninivaggi Practice Director, Sales Enablement [email protected] @jninivaggi @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 product to solution is not just a rallying cry, but a cry for survival, as ever more frugal buyers demand to understand the business value a solution will bring before making a purchase. Simply put -- if you want to grow revenue, your sales reps have to evolve from pitching products to clearly articulating and quantifying the value your solutions deliver. In this Interview with Jim Ninivaggi, Sales Enablement Practice Directory for sales and marketing research firm SiriusDecisions, we reveal the very latest research on why Value Communication is so important, and outline proven best practices to address the challenge and use it to your revenue growth advantage.
Transcript of SiriusDecisions Interview with Jim Ninivaggi: From Pitching Products to Selling Value
Thomas PiselloCEO & Founder
[email protected]@[email protected]
From Pitching Products to Selling Value
Jim NinivaggiPractice Director, Sales Enablement
Top Business Issue for Sales in 2015?
Enough Leads?
Social Selling Capability?
Sales Training?
Top Issue: Articulating Business Value
SiriusDecisions - 2014
Product Knowledge?
#1 Opportunity: Improving Value Articulation?
Traditional Sales & Marketing
Prospects
10%
Sellers focusedon value vs.
solution
60%
Buyers Disengaging due to lack of
Value(Qvidian)
Why is this still a major challenge?
Product as THE Differentiator? Embrace Change?
Sales Training?Methodology & Models?
How do we fix it?
Coaching
Methodology & Models /Training
Process
Framework
Skills
Style
Mechanics
Classroom Practice
CommercialInsights
ChallengesMessaging & Tools
Cost of Do Nothing
Value
Evidence
Recommendations
Advice
Confidence
Point of Engagement
Value Messaging Value Tools Value Training& Coaching
Reshaping the Conversation
ValueProduct
Productivity / ProcessImprovements
Revenue GrowthRisk Avoidance
StrategicTactical
Indirect
Direct
Cost Savings
+ +
ValueProduct
Value Messaging
CompanyProductFeaturesPrice
ChallengeLossOpportunitySolutionEvidence
Productivity / ProcessImprovements
Revenue GrowthRisk Avoidance
StrategicTactical
Indirect
DirectCost Savings
Challenge Centric Solution Focused
Value Selling Tools
Death by PowerPoint1/3rd would rather go to Dentist
Personalized to each selling situation
Agility
Emotional + Rational = Yes
FlexibilityIntelligent
Value Training & Coaching
CompetenceConfidenceCredibility
ContentConversationQuantification
Coaching
A lot of work?
Value Messaging Value Tools Value Training& Coaching
Productivity / ProcessImprovements
Revenue GrowthRisk Avoidance
StrategicTactical
Indirect
Direct
Cost Savings
+ +
Leadership & VisionGoals +WIFM
Diligence +Persistence
Thomas PiselloCEO & Founder
[email protected]@[email protected]
From Pitching Products to Selling Value
Jim NinivaggiPractice Director, Sales Enablement
