demand success - sales is a process stop improvising
TRANSCRIPT
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DEMAND SUCCESS
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1 Sales & marketing as individual functions is so 20th century!
KEY THOUGHTS
2 The customers buying journey has changed, your selling roadmap has to change also.
3 The key to prolonged & sustainable growth is the use of repeatable, scalable revenue teams.
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1 A proven sales system/process is repeatable & scalable.
WHY USE A SYSTEM?
2 Increase profit per customer by increasing Lifetime Value (LTV) & lowering churn.
3 Sales psychology to ensure your prospects follow YOUR process, not THEIRS.
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WHAT DO I KNOW? AKA THE “CHOPS” SLIDESoftware Revenue Growth
Current Champions
Productized Service Success
$55k MRR in 12 months
Australia/New Zealand $0 to $2M in 18 months
North America $500k to $1.7M in 12 months
NZ: $200k to $1.9M in 24 months AU: $4.2M to $17M in 18 months
1.0 $28k MRR in 12 months 2.0 $42k MRR in 12 months
$45k MRR in 6 months
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1 Sales system is a “Philosophical Approach” to selling, a connected collection of strategies & tactics.
SYSTEMS, PROCESSES, & METHODOLOGIES OH MY!
2 Sales process is a clearly defined procedure that is REPEATABLE & scalable.
3 Sales methodology is a fancy word for system to sell more books & for consulting firms to charge more $$$.
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WHY FOLLOW A SALES PROCESS?
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SIMPLE ISN’T EASY Damianism
”
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D.E.M.A.N.D. SALES SYSTEMDISPLAY Insight & Understanding
ESTABLISH Authority & Expertise
MUTUALLY Define Success Criteria
AGREE to Buying/Selling Process
NEGOTIATE on Value & Commitment
DEPLOY Solution & DEVELOP Referrals
D
E
M
A
N
D
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• It’s ALL about them NOT about you • 2 reasons people buy • Must have clear ICP’s • Understanding your target market’s
triggers & issues builds trust
D
DISPLAY Insight & Understanding
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• Chops are under-rated • People buy from experts • USP & positioning FTW • Authority & expertise is a competitive
advantage & GREAT barrier to entry
E
ESTABLISH Authority & Expertise
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• You can’t hit a target you don’t see
• If you feel it, say it • Stop guessing, start asking • “Fit” is a 2-way street
M
MUTUALLY Define Success Criteria
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• If you don’t follow a STRICT sales process you will default to their buying process.
• Key Questions: • When you say yes, what happens next? • How do you issue a
PO? Payment? Timeframes? • Who else is involved? Do they know
how vital this is?
A
AGREE To Buying/Selling Process
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• It’s NEVER about price • Ad hoc discounting is a
sucker’s bet • Full price or free is your
mantra • Commitment begets
commitment • Picaso Story
N
NEGOTIATE On Value & Commitment, Not Price
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• When the sale is “over” the hard work begins
• Referrals increase retention & lower acquisition costs
• Customers are best lead source, & they are happiest at TIME of sale
D
DEPLOY Solution & Develop Referrals
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SALES IS A PROCESS, STOP IMPROVISING Damianism
”
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D E M A N D
D.E.M.A.N.D. SALES STAGES
DISCOVERY DEMONSTRATION PRESENTATION NEGOTIATION SUCCESS
Display Insight & Understanding
Establish Authority & Expertise
Mutually Define Buying Criteria
Agree to Buying /Selling Process
Negotiate on Value & Commitment, not Price
Deploy Solution & Develop Referrals
20%or 0%100% 40% 60% 80%
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PSYCHOLOGIST + DETECTIVE + BS DETECTOR = SALES PRO Damianism
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• This is the initial but crucial sales stage, get it right, don’t rush
• Qualify people OUT of your funnel as aggressively as you ADD them to it
• Don’t waste time with unqualified • Bring the value, Law of Reciprocity
FTW
Sales Stage: DISCOVERY
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CHOPS ARE UNDER-RATED. Damianism
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• You’ve shown you understand them, let them “get” your genius
• Confidence in capability makes you look like an expert to your prospect
• Expertise breeds opportunity awareness & ability to see “around corners” for traps & issues
• Your product/service is great but people buy other people for THEIR purposes
Sales Stage: DEMONSTRATION
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ALL INTEREST IS SELF INTEREST. Damianism
”
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• You don’t sell light-bulbs, you sell owners ability to be open during the evening to make more $$$
• Nobody buys because you are 10% faster or 20% cheaper, they buy because they BELIEVE you
• We don’t send proposals, we present solutions, “draft review”
• Stop trying to automate everything, get personal “buy-in”
Sales Stage: PRESENTATION
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IT’S NEVER ABOUT PRICE. Damianism
”
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• It’s never about price • If it is about budget then get
creative on terms, length, staged solution delivery, etc.
• This is the FINAL stage you are engaged heavily in, make it count, but don’t rush here
• Did I mention it’s NEVER about price
Sales Stage: NEGOTIATION
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SOME WILL, SOME WON’T, SO WHAT, WHO’S NEXT? Damianism
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• A yes OR a no is the goal • 0% or 100% • Think it over, or get back to me are
wastes of time • Reframe “No” as a success, don’t
focus your time & attention on dead deals
Sales Stage: SUCCESS
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SALES IS NOT A NUMBERS GAME, IT’S A PROFESSIONAL GAME. SO BE A FUCKING PRO ALREADY.
Damianism
”
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ONE LAST THOUGHT
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STOP BEING A WUSS, PICK UP THE DAMN PHONE. EMAIL IS MARKETING, SALES IS ALL ABOUT THE PHONE.
Damianism
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1 Review your current sales process & look for gaps.
NEXT STEPS
2 Ditch your proposals and create repeatable presentation templates.
3 See if we are a good fit to work together? http://meetme.so/salesability
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THANK YOU - QUESTIONS?