biztech expo - 4/29/10 - business recovery - are you getting your share? presenter: jeffrey koser,...
DESCRIPTION
Business Recovery - How Do I Get My Share? CEO/Jeff Koser - Selling to Zebras, LLC BizTech Expo presentation - 4/19/10 If this is recovery, how do I get my share? The word "recovery" at least, seems to be gaining momentum. But in this recovery there is a "New Normal". In the “New Normal” sales levels, margins and average deal sizes are still down; sales cycles are longer many ending in non-decision—why? Jeff discussed how to address these critical sales related business issues.TRANSCRIPT
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Business Recovery-Are You Getting Your Share?
April 29, 2010
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The New Normal
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How Big is this Problem?
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Economic Recovery
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Recovery
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Sales Challenge—The New Normal
��ales levels, margins and average deals sizes are down
�Sales cycles are longer with many ending in non-
decision
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Solution
Develop a Zebra
– Develop the seven questions you will ask about every prospect– Zebra Score each prospect to determine two tipping points– Accentuate strengths and strategize to fill gaps
Implement the Zebra Buying Cycle
– Research prospect issues– Create financial case for change to ensure access to Power
…a Zebra is your perfect prospect. One where you would
win based on objective identifiablecharacteristics.
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Here’s our Goal
������������ Prospect Name:
ATTRIBUTES FOR ZEBRA SCOREEXTREMELY
UNFAVORABLEEXTREMELY FAVORABLE
0 1 2 3 4 Score
Individual Profile 4 Date CommentNo indication that thi s individual understands value . All that matters is the price .
Individual understands value. Has a history of making inte lligent purchase decisions.
0 1 2 3 4Level of Use/Need 4 Date Comment
Little demand. Not much need for our product or solution.
Strong need for our products. Lots of applications. Full line prospect.
0 1 2 3 4Access to Power 3 Date Comment
Real decision maker will not give us access
We are presenting to power. Power has the abili ty and desire to make a decision.
0 1 2 3 4Funding 2 Date Comment
Prospect doesn't have the financial capacity
Prospect has the financial resources and other financial needs to be a good match
0 1 2 3 4Value 3 Date Comment
Not quantifiable . Power agrees our products "pay for themse lves".
0 1 2 3 4Technology 1 Date Comment
No recognition of our products advanced advantages.
O ur technology and delivery advantages are recognized and valued.
0 1 2 3 4Service 3 Date Comment
Service doesn't seem to matter
The way we sell and provide service is almost as important as our products.
0-9 10-19 20-28 20
High Risk
Some Risk
ZEBRASCORE
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First Attribute of Your Zebra
Individual Profile or Company
– Most reference worthy customers
– Last five deals you won
– Best customers—repeat business and profitability
– Philosophies/Ideals/Size
– Conversely the last few deals you lost
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Completed ProductGreat—You Have a Zebra!
������������ Prospect Name:
ATTRIBUTES FOR ZEBRA SCOREEXTREMELY
UNFAVORABLEEXTREMELY FAVORABLE
0 1 2 3 4 Score
Individual Profile 4 Date CommentNo indication that thi s individual understands value . All that matters is the price .
Individual understands value. Has a history of making inte lligent purchase decisions.
0 1 2 3 4Level of Use/Need 4 Date Comment
Little demand. Not much need for our product or solution.
Strong need for our products. Lots of applications. Full line prospect.
0 1 2 3 4Access to Power 3 Date Comment
Real decision maker will not give us access
We are presenting to power. Power has the abili ty and desire to make a decision.
0 1 2 3 4Funding 2 Date Comment
Prospect doesn't have the financial capacity
Prospect has the financial resources and other financial needs to be a good match
0 1 2 3 4Value 3 Date Comment
Not quantifiable . Power agrees our products "pay for themse lves".
0 1 2 3 4Technology 1 Date Comment
No recognition of our products advanced advantages.
O ur technology and delivery advantages are recognized and valued.
0 1 2 3 4Service 3 Date Comment
Service doesn't seem to matter
The way we sell and provide service is almost as important as our products.
0-9 10-19 20-28 20
High Risk
Some Risk
ZEBRASCORE
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Managing
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First—Score Your Zebra
Individual or Company Profile – score it 0-4Level of Need or Operations – score it 0-4Access to Power – score it 0-4Funding – score it 0-4Value – score it 0-4Technology – score it 0-4Service – score it 0-4
…particularly importantattribute. Without access
HERE, every other answerin the Zebra
should be questioned!
I am Power!…or is that Powers?
Yeah baby, yeah!
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ATTRIBUTES FOR ZEBRA SCOREEXTREMELY
UNFAVORABLEEXTREMELY FAVORABLE
0 1 2 3 4 Score
Company Profile 4 Date CommentBasic sales cycle, sales closing easily
Complex sales cycle, compelling need to differentiate based on value
0 1 2 3 4Operations 4 Date Comment
Old-school 'sales is a numbers game' mentality, chase everything
Recognize need to focus on best opportunities, sell based on value
0 1 2 3 4
Access to Power 2 Date CommentProject Manager is leading due dilligence
Power actively involved in due dilligence, is a CEO, COO or VP of Sales
8/15We are at the controller level - not at power
0 1 2 3 4Funding 1 Date Comment
Client doesn't know funding access steps
Budget criteria established
We talked dollars at the first lunch - but not since-and not with Power
0 1 2 3 4ROI / Value Waterfall 1 Date Comment
Not quantifiable, no desire to quantify
Power agrees with ROI and Value proposition
8/15David needs to see VV preso and agree
0 1 2 3 4Technology 1 Date Comment
Would like to pick-and-choose separate solution components
See the value of our complete set of tools and process
Need to make sure David knows that even the Zebra creation is a process, and that the value is partially in the process
0 1 2 3 4Service 1 Date Comment
Our seminar approach is not for this client
Our seminar and train-the-trainer approach is valued.
Need to discuss realistic expectations of timeline. They seem to want to use it already.
0-9 10-19 20-28 14High Risk
Some Risk
ZEBRASCORE
Prospect Name: GeoMagic
Zebra—As a Strategic Tool
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Testing Your Zebra
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Testing—Two Tipping Points
Zebra Score—the score needed to close 90% of the time?
—A Zebra Score of 23 turns prospects to revenue 90% of-the-time!
0-9 10-19 20-28 23High Risk
Some Risk
ZEBRASCORE??
—After meeting with Power; a Zebra Score below 16 walk-a-way!
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Selling in The New Normal— The Process
— Develop a Zebra — Conduct Installed Base Audit
— Penetrate and Sell Power — Build a Financial Case
— Repeat
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Patrick WilliamsPatrick WilliamsSenior Vice President Sales Senior Vice President Sales
StarCite, Inc. 925.998.9444 StarCite, Inc. 925.998.9444
“Selling to Zebras helped us transform our go to market strategy, methodology, and organization.”
Results— Getting your Share!
Pipeline Win Rate –
Increase in Average Sale Price –Reduction in Sales Cycle Length –------------
Zebra score needed at the beginning of the Quarter to generate revenue by the end of the quarter –
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Can This Process Fail?
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Selling Zonkies
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Change
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Clogging your pipeline?
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Zebrafied Pipeline
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Next Step
Start with the Zebra— examine existing customer success
— Go to www.SellingtoZebras.com
— Free subscription to Zebra U
— Under; “Steps to the Zebra Process”
— Download “Push-button Zebra”
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SR RVPS&OAE VPSASM VPS&OSM WWVPSNAM EVPBSBM COORVPS CEOB2B Sales Rep IBSP
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Over 45 Years in Sales Experience
www.SellingtoZebras.com
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Rearview Mirror Forecast Warning
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Business Recovery-Are You Getting Your Share?
April 29, 2010
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Bill SmithBill SmithVice President Sales and Alliances Vice President Sales and Alliances -- SMB SMB
Taleo, Inc. 925.452.3603 Taleo, Inc. 925.452.3603
"Closed 192 clients in Q1 and 209 in Q2...
Our sales cycles average thirty to ninety days in an industry with an expected sales cycle 3 times that length.
In addition to speed, we close better than 50% of the deals in our North American sales pipeline and are able to ramp up new sales reps quickly."
More— Results