improving sales enablement -- three critical conversations your sales team must master

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Improving Sales Enablement – Three Critical Conversations Your Sales Team Must Master Tim Riesterer Chief Strategy and Marketing Officer

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Improving Sales Enablement –

Three Critical Conversations Your

Sales Team Must Master

Tim Riesterer

Chief Strategy and Marketing Officer

Q: #1 Reason Don’t Hit Quota? A: Inability to Articulate Value!

Leads

Products

Process

Training

CRM

Good Intentions. Wrong Instincts.

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

DIFFERENTIATION

IDENTIFY NEW NEEDS

MAXIMIZATION

Customer Conversation Continuum

Create Value

Elevate Value

Capture Value

DIFFERENTIATION

Customer Conversation Continuum

Create Value

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

Status Quo Buy

60

“Why Change?” “Why You”

% -3 -1 +1 +2 +3 -2

NO DECISION 60

%

Declared Preference

Revealed Preference

Status Quo Buy

60

“Why Change?” “Why You”

%

% -3 -1 +1 +2 +3 -2

60 NO DECISION

DISTINCT POINT OF VIEW

Status Quo Threatened

Identify New Needs

Define Solution

Identify Viable Vendors

Review Approaches

Make Decision

74

“Why Change?” “Why You”

COMMODITIZED CONVERSATION

26 % % BUYING VISION BAKE-OFF

-3 -1 +1 +2 +3 -2

• Make the status quo unsafe • Define new set of needs • Align w/ your Strengths

• Here’s what you say you need • Here’s what we do different • Here’s the benefit you will get

Identified

NEEDS

CAPABILITIES Specified Commoditized Conversation

Creating a Buying Vision

NEEDS

Identified

Specified CAPABILITIES

UNKNOWN STRENGTHS

UNCONSIDERED NEEDS

Commoditized Conversation

Creating a Buying Vision Distinct Point

of View

13

Didn’t appreciate…. The problem is as big or coming as fast as you say?!

Didn’t realize… there was even something to fix that issue or annoyance?!

Didn’t know… that was a problem I was having until you pointed it out?!

Under-Valued

Un-Met

Unknown

DIFFERENTIATION

Customer Conversation Continuum

Create Value

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

DIFFERENTIATION

MAXIMIZATION

Customer Conversation Continuum

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

Create Value

Elevate Value

Capture Value

DIFFERENTIATION

Customer Conversation Continuum

Elevate Value

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

PRODUCT KNOWLEDGE BUSINESS EXPERTISE

EXECUTIVES VALUE 4X MORE

EXECUTIVES VALUE 4X MORE

88% PROFICIENT

24% PROFICIENT

4X LESS LIKELY

PRODUCT KNOWLEDGE BUSINESS EXPERTISE

EXECUTIVES VALUE 4X MORE

88% PROFICIENT

24% PROFICIENT

4X LESS LIKELY

BEST IN CLASS

FOCUS 2X MORE

AVERAGE COMPANIES

FOCUS MORE

PRODUCT KNOWLEDGE BUSINESS EXPERTISE BUSINESS VALUE GAP

80% decisions

10% executive contacts

80% decisions

FEAR

Business Knowledge

Customer Insight

Financial Acumen

ROI Executive Engagement

Fluency target

core competencies

1 2 3 4 5

50% average current competence

Fluency target

Typical Self- Assessment

Business Knowledge

Customer Insight

Financial Acumen

ROI Executive Engagement

core competencies

1 2 3 4 5

Intellectual Altitude

Business Knowledge

Customer Insight

Financial Acumen

ROI Executive Engagement

core competencies

1 2 3 4 5

50% average current competence

Fluency target

Typical Self- Assessment

DIFFERENTIATION

Customer Conversation Continuum

Elevate Value

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

DIFFERENTIATION

MAXIMIZATION

Customer Conversation Continuum

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

Create Value

Elevate Value

Capture Value

Customer Conversation Continuum

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

MAXIMIZATION

Capture Value

Your Price I% increase in discounting

9% decrease in operating

margin

A SLIPPERY SLOPE

Your Price

Their Price

TYPICAL VIEW OF DISCOUNTING

Negotiating Tactics

Selling to business buyer

Deal moves to purchasing

Your Price

Their Price

WHAT’S REALLY HAPPENING

Negotiating Tactics

Selling to business buyer

Deal moves to purchasing

Value Leaks

Demonstrating Value?

CHECKING BOXES

Demonstrating Value?

Giving Away Value CHECKING BOXES

Exchanging Value PIVOTAL AGREEMENTS

CHECKING BOXES Demonstrating Value?

Giving Away Value

Customer Conversation Continuum

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

MAXIMIZATION

Capture Value

DIFFERENTIATION

MAXIMIZATION

Customer Conversation Continuum

STATUS QUO THREATENED

DEFINE SOLUTION

REVIEW VENDORS

CHOOSE SOLUTION

-3 -1 +1 +2 +3 -2

TERMS AND CONDITIONS

IDENTIFY NEW NEEDS

Create Value

Elevate Value

Capture Value

Good Intentions. Wrong Instincts.

Thank you

For more information

SAVO Web Site: www.savogroup.com

Sales First Nation: www.savogroup.com/sales-first-nation/

SAVO Products: www.savogroup.com/products/

SAVO Phone: 312-276-7700