value selling & realization vsr summit - the importance of getting value / roi selling right -...
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Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
Why we have to get Value Selling & Realization Right
Thomas PiselloCEO & Founder
tom@alinean.com@tpisello@AlineanROIwww.alinean.com
Jim NinivaggiChief Strategy Officer
Jim.ninivaggi@strategytorevenue.com@jninivaggi@StrategyRevenuewww.StrategyToRevenue.com
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
95%
Require justificationprior to approval
(IDC)
65%
Don’t have the research, metrics, tools or knowledge to
do on their own(IDC)
Expecting vendors to deliver a business
case (IDC)
81%
Buyers Have Changed
In ControlCautiousEconomic-focused
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
1/3rd
go to Dentist vs. another PowerPoint pitch
(Zagby)
1 in 10
30%
grade for reps knowledge of industry and discovery
questions(Forrester)
sellers are perceived as
value-focused (Forrester)
Sellers have not?
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
#1 Inability to articulate your unique value
Admit current ROI selling programs
need a major redesign
(MHI Global / CSO Insights)
1 in 450%
Indicate ROI selling programs need
improvement need(MHI Global / CSO Insights)
Do we really have a value problem?
SiriusDecisions, 2011 - 2015
Rep’s ability to connect our offerings to client business issues
Our reps spend too much time on non-selling activities
Inability to manage today’s more educated buyer
Lack of useful / relevant content from marketing
Our reps lack the necessary selling skills
Our reps lack the required knowledge
71%
65%
35%
32%
29%
24%
=quota issue
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
end in “No Decision” (SBI)
76%
Why Change? Why Now? Why You?
Buyer’s Journey?
Quantify the Pain Justify the Gain Prove not the Same
24%
Ideas Exploration Evaluation Selection
76%
Forrester
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
43% More buyers involved in each decision (IDC)
24% Longer decision cycles (SiriusDecisions)
Value Map
More Stakeholders?
Technology spending controlled by the business vs. IT (IDC / Gartner)
48% 90%
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
The Dynamics of a Purchase Decision
SafetyFuel Efficiency
Performance
Warranty
BrandImage
DesignCapacityReviews
RecallsMaintenance
Price
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
New Brain, Logic
Logos
Reptilian Brain, Emotions
Pathos
Middle Brain, Credibility
Ethos
The Art & Science of Decision Making
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
1million 1 in 5Sales Reps Looking for New
Careersby 2020 (Forrester)
Death of the B2B Sales Rep?
Explainers Consultants
Order Takers Navigators
Solu
tion
Com
plex
ityBuyer Dynamic Complexity
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
Top Value Selling Challenges
Difficulty Scaling
Adoption
Integration of Sales / VE
Lack of Executive Support
Cultural Resistance
Methods / Standardization
Other
85%
71%
59%
45%
25%
3%
10%
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
Vendors not perceived as Value-focused
Key Takeaways
You have to Advance your Value Approach•Different throughout the buyer’s journey•Different “points of value” for each stakeholder•Go beyond the numbers to add Emotion (Pathos) & Trust (Ethos)
Intense pressure to: • Justify Programs, “Do more with Less”• Pivot to enable value in marketing, inside sales & partner
programs
Copyright © 2001-2016, Alinean, Inc
#VSRSummit@tpisello@jninivaggi
Why we have to get Value Selling & Realization Right
Thomas PiselloCEO & Founder
tom@alinean.com@tpisello@AlineanROIwww.alinean.com
Jim NinivaggiChief Strategy Officer
Jim.ninivaggi@strategytorevenue.com@jninivaggi@StrategyRevenuewww.StrategyToRevenue.com
Stop by Alinean’s booth for
a free signed copy
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