how a different approach to selling can unleash massive sales growth

How a Different Approach to Selling Can Unleash Massive Sales Growth

Mike Kunkle

Host of Sales Transformation Straight Talk™

Founder, Transforming Sales Results, LLC

VP of Sales Transformation Services, Fast Lane / Digital Transformation Inc.

What

• Sales Transformation Straight Talk webinar series

Why

• Provide you with the latest thinking and actionable ideas to transform

sales results

How

• Solo webinars, guest speakers, Q&A, taking requests, follow-up

conversations

When & Where

• Mid-month, Wednesday at 2 pm Eastern*, every month, here on SMM

Connect (http://bit.ly/STSTonSMM)

Sales Transformation Straight Talk Series

on

* With some possible exceptions on day/time

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Mike Kunkle is a widely-recognized sales transformation

architect and sales training / sales enablement leader.

He’s spent 22 years as a corporate leader or consultant, helping companies drive

dramatic revenue growth through best-in-class learning strategies and his proven-

effective sales transformation methodologies. Today, Mike is the VP of Sales

Transformation Services for Digital Transformation Inc. (a division of Fast Lane

Consulting & Education Services) and founder of Transforming Sales Results, LLC.

He consults, advises, writes, speaks, leads webinars, designs sales learning systems

that get results, and guides clients through all aspects of their sales transformation.

Mike KunkleVP, Sales Transformation Services

Founder | Sales Transformation Architect

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Our Plan for Today

AGENDA: Different Approach to Selling

• Why do we need a different approach?

• What is an Adaptive Sales Methodology?

• What are The Four Customer States?

• What are The Four Sales Approaches?

• How do Sales Judgment, a Consultative Mindset, and

Outcome Selling support Adaptive Selling?

• What nuances should we consider?

• How do you effectively implement an Adaptive Sales

Methodology?

4Mike Kunkle Adaptive Sales Methodology

http://creativecommons.org/licenses/by-nc-nd/3.0/

Why do we need a

different approach to selling?

Why We Need a Different Approach to Selling

“All failure is failure to adapt, all success is successful adaptation.” ~ Max McKeown, author of “Adaptability: The Art of Winning in an Age of Uncertainty”

• B2B selling is more complex than ever

• A VUCA business environment with adaptive problems

• Quota achievement is trending downward

• Buyers’ expectations of sellers are increasing

• One size does not fit all

• AI, Bots, & Machine Learning may replace transactional selling

• Adaptive models have been proven in leadership

• Adaptive models have been tried (differently) in selling

• The quote about insanity (misattributed to Einstein)


https://hbr.org/2014/01/what-vuca-really-means-for-you

http://www.101businessinsights.info/14822/change-management/adaptive-vs-technical-challenges/

https://www.kenblanchard.com/Products-Services/Situational-Leadership-II

http://www.businessinsider.com/misattributed-quotes-2013-10


What is an

Adaptive Sales Methodology?

A flexible approach to selling

that utilizes sales judgment

to adjust the sales approach

to fit the buyers’ situation.

An Adaptive Sales Methodology is…

Why?Outside-In

More buyer-centric

Generate more leads

Win more opportunities

Competitive differentiation



What are

The 4 Customer States?

The Customer States

Needs

Problems

Objectives

Opportunities

The 4 Customer States



The Customer States

• They know they need to change

something, and may or may not

know what to do.

Needs

Problems

Objectives

Opportunities




The Customer States

• Something isn’t right but they’re not

sure about the root cause or what

to do, if anything.

Needs

Problems

Objectives

Opportunities




The Customer States

• They have clear ideas in mind

about initiatives that they need to

support.

Needs

Problems

Objectives

Opportunities




The Customer States

• We see opportunity for

improvement that they may not yet

see.

Needs

Problems

Objectives

Opportunities




What are

The 4 Sales Approaches?

The Four Sales Approaches

Needs Needs-Based Selling

Problems Solution Selling

Objectives Objective-Based Selling

Opportunities Insight Selling

The 4 Customer States The 4 Sales Approaches




Sales Approach:

• Uncover their needs – understanding the What,

Why, When, and Where, and the priority of their

needs

• Select the right solution to meet the needs

• Present the solution in context of the needs

• Resolve any concerns

• Negotiate

• Close the sale

Needs-Based Selling

Solution Selling

Objective-Based Selling

Insight Selling

The 4 Sales ApproachesCustomer State: They know they need to change

something, and may or may not know what to do.




Needs-Based Selling

Solution Selling


Insight Selling

The 4 Sales Approaches

Sales Approach:

• Understand the problem

• Validate it’s worth solving

• Diagnose root causes

• Problem-solve with the client

• Select or build an appropriate solution

Customer State: Something isn’t right but they’re

not sure about the root cause or what to do, if

anything.




Needs-Based Selling

Solution Selling


Insight Selling


Sales Approach:

• Understand their goals and objectives

• Understand their capabilities and plans relative

to achieving those objectives

• Position yourself as an expert resource who can

help them achieve those objectives

Customer State: They have clear ideas in mind

about initiatives that they need to support.




Needs-Based Selling

Solution Selling


Insight Selling


Sales Approach:

• Present data and insights

• Interpret situations

• Share thought leadership and expertise

In order to…

• Seed new ideas

• Foster an Aha Moment

• Shift current thinking to view things in a new

way.

Customer State: We see opportunity for

improvement that they may not yet see.



How do…

• Sales Judgment

• Consultative Mindset

• Outcome Selling

… all support Adaptive Selling?

Sales Judgment | Consultative Mindset | Outcome Selling





Outcome Selling Foundation

The 4 Customer States The 4 Sales ApproachesC

onsulta

tive M

indset

Sale

s J

udgm

ent



Sales Judgment

Sales Utility Belt Concept

• Like Batman’s utility belt

• Load up with tools you need

• Grab the right tool at the right time

http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/




Sales Judgment

• With training and practice, reps can use judgment to…

- Listen

- Interpret

- Decide

- Respond

…purposefully, in the moment, with the right methodology, to move the sale forward.

What Does Judgment Do For Sales Pros?

The Consultative Mindset

• Consultative selling is helping buyers solve problems, enable opportunities, and/or reduce risks

to achieve their desired outcomes, in a way that delivers value to them, as they perceive it.

Value = Outcomes > Solution TERM + POC (Time, Effort, Resources, Money + Pain of Change)

• “You get what you want when you help enough other people get what they want.” ~ Zig Ziglar

• “Seek first to understand, then be understood.” ~ Stephen Covey

• Take a problem-focused approach to prospecting, not a product-based approach.

• Ask the difficult and authentic questions (and learn the skills to do it).

• Learn how to present insights, float ideas, and disagree with ideas, without challenging people.

• Present solutions to help buyers achieve their stated desired outcomes, not unrelated product

and company “pitches.” Better yet, co-create solutions with your buyers and have a dialogue.

• Stop thinking “overcoming objections” and start thinking “resolving concerns.”



The Consultative Mindset



Outcome Selling: The Situation Assessment Framework

Future State Factor Analysis

Plans and Initiatives• Related past initiatives & outcomes

• Current initiatives & status (Current State)

• Future planned initiatives & status

• Compelling event | Critical business need

Analysis• Desired outcomes

• Problems to avoid

• Opportunities to maximize

• Risks | Threats to initiative success

Impacts (Positive)• Revenue | Costs | Cash Flow | Profit

• Other financial metrics

• Other operational metrics

• Strategic objectives

• Mission | Vision

• Reputation | Image

Needs Validation• Improve | Accomplish | Avoid

Current State Factor Analysis

Overview• Strategic objectives

• Tactical plans | Current initiatives

• Business performance

• Metrics that matter

Analysis• Current successes

• Current problems

• Perceived opportunities

• Risks | Threats of status quo

Impacts (Negative)• Revenue | Costs | Cash Flow | Profit






Needs Hypothesis• Improve | Accomplish | Avoid

Qualification Methodology

Uncover and validate:

• Decision Makers: Types of buyers and

buyer roles

• Decision Criteria: Buying process with

decision/exit criteria

• Urgency: Compelling event (if exists) and/or

critical business need *

• Outcomes: The outcomes, achievements,

and/or Metrics that Matter Most* to the

Decision Makers

• Economics: Initiative is funded, or

budget/funding available

• Options: Who are you competing with

(including status quo and DIY)?

* Included in Factor Analyses



Outcome Selling: The Situation Assessment Framework

Future State Factor Analysis

Plans and Initiatives• Related past initiatives & outcomes

• Current initiatives & status (Current State)

• Future planned initiatives & status

• Compelling event | Critical business need

Analysis• Desired outcomes

• Problems to avoid

• Opportunities to maximize

• Risks | Threats to initiative success

Impacts (Positive)• Revenue | Costs | Cash Flow | Profit






Needs Validation• Improve | Accomplish | Avoid

Current State Factor Analysis

Overview• Strategic objectives

• Tactical plans | Current initiatives

• Business performance

• Metrics that matter

Analysis• Current successes

• Current problems

• Perceived opportunities

• Risks | Threats of status quo

Impacts (Negative)• Revenue | Costs | Cash Flow | Profit






Needs Hypothesis• Improve | Accomplish | Avoid

Qualification Methodology

Uncover and validate:

• Decision Makers: Types of buyers and

buyer roles

• Decision Criteria: Buying process with

decision/exit criteria

• Urgency: Compelling event (if exists) and/or

critical business need *

• Outcomes: The outcomes, achievements,

and/or Metrics that Matter Most* to the

Decision Makers

• Economics: Initiative is funded, or

budget/funding available

• Options: Who are you competing with

(including status quo and DIY)?

* Included in Factor Analyses

GAP ANALYSIS

IMPACT ANALYSIS

POINT A – What Is POINT B – What Should Be







Outcome Selling Foundation

The 4 Customer States The 4 Sales ApproachesC

onsulta

tive M

indset

Sale

s J

udgm

ent

The Adaptive Selling Framework



What nuances

should we consider?

Nuances of Adaptive Selling

• Is there a buyer’s journey in progress? If so, where are you entering? - Generating an opportunity

- Influencing current thinking

- Reacting to an inbound inquiry

• Be prepared to adapt your adaptive approach (shift gears and move between methods).

• Let each decision-makers’ Buying Process Exit Criteria be a guide.



How do you effectively implement

an Adaptive Sales Methodology?

Sales Learning System

• Ensure content matters

• Design great learning

• Engage managers

• Sustain knowledge/transfer skills

• Coach to mastery

• Measure for success

• Manage performance

• Lead & manage change



Sales Learning System: Teaching Sales Judgment

Sales Utility Belt Concept

• Being present/listening

• Interpretation

• Decision-making

• Purposeful competence






Sales Utility Belt Meets Training

• What

• Why

• How

• When

• Where

Situation

Choice

Choice

Choice

Choice

Choice

??

?

?

?




Sales Utility Belt Meets Training

• What

• Why

• How

• When

• Where

Choice

Best Choice

Choice

Choice

Choice

Don’t Skip!

Conscious

Competence


Situation


The 5 Stages of Sales Skill Mastery and Behavior Change

Stage 1:

Knowledge

Acquisition

Acquire the knowledge behind the skill with

examples and assessments/tests to

validate learning.

eLearning, Classroom

Instruction (FTF or

Virtual), Assessments

Stage 2:

Knowledge

Sustainment

Sustain the knowledge;

reverse the “forgetting

curve.”

Q&A, Check-Ins,

Assessments, Learning

Reinforcement

Systems

Stage 3:

Skill

Development

Develop and practice

skills. Convert

knowledge into

behavior.

Flipped Classrooms,

Role Playing, Live

Simulations, Virtual

Coaching Tools

Stage 4:

Skill

Transfer

Apply the newly-

acquired and practiced

skills in the workplace.

Mentoring and

Preparation to Use

Skills, Forms/Job

Aids/Performance

Support

Stage 5:

Skill

Mastery

Guide and coach reps

to skill mastery and

performance outcomes,

over time.

Sales Analytics, Field

Training and Coaching,

Coaching Forms and

Tools

Learn something new.

Don’t forget. Just

because they learned

something new,

doesn’t mean they’ll

retain it.

Just because they

know and remember,

doesn’t mean they

can do it.

Just because they can

do it, doesn’t mean

they will. (Skill/Will

Matrix)

Just because they

tried it, doesn’t mean

they did it well or will

continue to do it.

STAGE

WHAT

HOW

WHY



For more information:

Contact Mike:

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THANKS for your time and attention!

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