the sales page · 2020. 6. 22. · the sales page is a one-pager from saleslift where you can put...
TRANSCRIPT
The Sales PageYour sales strategy on one page
© 2018 Copyright - Saleslift
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THE SALES PAGE
Introduction In order to help you out with making the first step for describing your Sales Strategy we created The Sales Page.
The Sales Page is a One-pager from Saleslift where you can put in the most important items in your sales strategy. This white paper contains a summary of how to use The Sales Page.
If you want a copy of the full version of The Sales Page tutorial or have any other requests regarding The Sales Page contact us at [email protected]
Depending on what market you are in and what type of dream customers you want to serve The Sales Page can be exactly what you need or it can be the first step, looking at things at a broader level, before you dive deeper by for example adding another Sales Page. One for each customer segment or each market you target.
Or maybe you have to deal with a complex DMU and want to fill in the “The Strategic Selling Page” or maybe “the Inbound Marketing Page” when you want to focus on stepping up your inbound game. If you are interested in one of those 2 pages contact us at [email protected]
A best practice is to put The Sales Page on an A0 poster and use post-its to fill it workshop style. After that you can put the definitive choices in the editable pdf.
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THE SALES PAGE
One-pager The Sales Page is an one-pager that helps to put the most important sales elements all together. To help you get everybody aligned and inspired.
It consists of 3 main areas:
• The Dream Customer
• The Solution
• The Process
The Smoking GunsThe PropositionThe Story
THE DREAM CUSTOMER
The Market The Company The Person The Problems & Challenges The Others The Problems & Challenges
THE SOLUTION
The Key Questions
The Sales Page Terry van den [email protected]
www.saleslift.co
CB
A
D E F
THE PROCESS
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The Dream Customer
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THE DREAM CUSTOMER
Introduction The Dream Customer is all about determining who you really want to do business with. What customer profile really fits your company? What customers are giving you energy? And who are the ones who are going to help your company grow?
Are they willing and able to pay for your services? Do they have the budgets? Are there enough of these customers to meet your ambitions?
Choosing the right customer is crucial for your succes. You can’t grow if you don’t have the right customers.
Therefore this exercise also gives you a lot of clarity regarding who you don’t want to work for (anymore ;)
The Dream Customer section consists of 6 areas:
The Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Market The Company The Person The Problems & Challenges The Others The Problems & Challenges
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THE DREAM CUSTOMER
The Market Here you describe in what Market you want to be active in the upcoming 1–3 years based on what market suits your company and your ambitions best.
What geography? What type of industry? What size of companies? What divisions?
This is the first step to focus and make choices.
The Problems & ChallengesThe Company The Person The Problems & ChallengesThe Problems & Challenges The OthersThe Market The Company The Person The Problems & Challenges The Others The Problems & Challenges
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THE DREAM CUSTOMER
The Company After the Market you are going to narrow it down to what type of companies in these markets you really want to have. A specific size? Do they have a certain strategy? A specific challenge? A certain organizational structure?
Find criteria of what type companies you can serve best.
If it turns out that you have a different solution/proposition for different type of customers that all fit into your dream customer criteria this is the moment to grab another Sales Page, and focus on one specific customer segment per Sales Page.
The Problems & ChallengesThe Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Person The Problems & ChallengesThe Problems & Challenges The OthersThe Market
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THE DREAM CUSTOMER
The Person I have never seen 2 businesses doing business. Never. People are doing business with People. Here you define who is het most important person you need to target to do business with.
The person that can and will decide if you 2 are going to do business together.
The Problems & ChallengesThe CompanyThe Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Problems & ChallengesThe Problems & Challenges The OthersThe Market
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THE DREAM CUSTOMER
The Problems & Challenges What kind of problems & challenges does this person have? And remember we are all people, so besides his/her business challenges chances are pretty high that he is also has some personal interests… ( career, salary, ego ;)
The Problems & ChallengesThe Company The PersonThe Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Problems & Challenges The OthersThe Market
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THE DREAM CUSTOMER
The Others Sometimes you have to deal with a DMU ( Decision Making Unit) of 1. Sometimes there are multiple people involved. Here you describe who else has an influence on the buying process. Maybe IT? Maybe procurement? Another colleague? Who else is involved.
The Problems & ChallengesThe Company The Person The Problems & ChallengesThe Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Market
When one or 2 people who are mildly influencing the purchase decision The Sales Page will do. But when you find out that there are multiple people with a high influence on the purchase decision you should consider taking a Strategic Selling Approach. (contact us for “the Strategic Selling Page”: [email protected])
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THE DREAM CUSTOMER
The Problems & Challenges Same, same but different. The problems & challenges of the other people involved you can describe here.
The Market The Company The Person The Problems & Challenges The Others The Problems & ChallengesThe Company The Person The Problems & ChallengesThe Problems & Challenges The OthersThe Market
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The Solution
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THE SOLUTION
Introduction We have figured out who’s lives you are going to make so much more happier. Now is the time to determine, what solution do you offer to be able to do this?
The Solution area consist of 4 areas:
The Smoking GunsThe PropositionThe StoryThe Key Questions The Smoking GunsThe PropositionThe StoryThe Key Questions The Smoking GunsThe PropositionThe StoryThe Key Questions The Smoking GunsThe PropositionThe StoryThe Key Questions
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THE SOLUTION
The Key Questions Shut up and listen. You need to figure out how you can help your customers in the best way possible. So start with determining what questions you definitely need to ask.
The Smoking GunsThe PropositionThe StoryThe Key Questions The PropositionThe Story The Smoking Guns
If you don’t ask the right questions, if you don’t get the right information, how can you provide a solution? You can’t.
Figure out what the most important questions are.
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THE SOLUTION
The Story What is the killer story you are going to deliver? What is the story that helps you to convince your prospects that you can solve their problems? A great story will make your you make more impact and will beter engage your prospects.
The Key Questions The Proposition The Smoking GunsThe PropositionThe StoryThe Key Questions The Smoking Guns
There are a lot of different ways how to build and structure your story. I like the posts of Andy Raskin ( The Greatest Slide Deck I have ever seen) on Medium. But there are more great examples out there.
Pick one and build a killer story.
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THE SOLUTION
The Proposition With The Proposition we mean the actual product & services you have that you offer to your prospects including pricing & service levels.
Depending on what business you are in that can a be variety of different services, products, retainers, SaaS monthly subscriptions or certain training & coaching programs, consultancy hours & packages…..
The Key Questions The Smoking GunsThe PropositionThe StoryThe Key Questions The Story The Smoking Guns
From the questions, and the story now you are making things really simple and really clear. What are your prospects actually getting?
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THE SOLUTION
Introduction You need evidence. You need the undeniable and unquestionable evidence that you and your solution will without doubt solve your prospects problem’s. This type of evidence is what we call the Smoking Guns.
Smoking Gun’s will back you, your story and your proposition. Smoking gun’s can be market data, research, customer reviews and referrals, business cases.
The Key Questions The PropositionThe Story The Smoking GunsThe PropositionThe StoryThe Key Questions
The better they match your prospects problem and industry the better they work. So you need to fill your pocket’s with a wide variety of the smoking guns, so you can “draw” at any time the one that you need.
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The Process
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THE PROCESS
Introduction Every new customer relation starts with a process. There is always a serie of events a serie of activities which will lead to a new relationship or not.
Building a proper process wil help you close more deals because you need to guide your customers gently to your solution. It simply needs time to get to know each other, trust each other and understand each other.
You want to describe this in a process because you want thing to be scalable, so when you hire more people, they know what to do.
When you have your strategy and your process in order, adding new talent to the team will lead to more customers. Adding talent to the team when the strategy and process are not properly in place will lead to more chaos.
And we don’t want more chaos. We want more customers.
The Smoking GunsThe PropositionThe Story
THE DREAM CUSTOMER
The Market The Company The Person The Problems & Challenges The Others The Problems & Challenges
THE SOLUTION
The Key Questions
The Sales Page Terry van den [email protected]
www.saleslift.co
CB
A
D E F
THE PROCESS
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THE PROCESS
Sales Stages The Sales Page consist of 6 different stages. You can call it the your Pipeline, or the Customer Journey or the Sales Process. What you prefer.
For explanatory purposes we called the stages A, B, C, D, E, F. You can put the name you prefer under each stage.
In the first versoen of the Sales Page there was legenda of 6 colors to put the 6 most important items for each stage. Which you were to determine for each stage later on.
In this version we already made the most important items for the stages for you.
CB
A
D E F
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THE PROCESS
Sales Stages The purpose of naming the Sales Stages is to think and define what your ideal Sales process/Pipeline is. Your’s. Not ours, not your neighbors, yours.
You can think in terms of:
Leads - Marketing Qualified Lead - Sales Qualified Lead - Opportunity - Win - Onboarding
Awareness - Education - Selection - Onboarding - Use/Expansion
But maybe it works better for you if you zoom in more and go for something like this:
Leads - Discovery Call - F2F Meeting - Proposal - Negotiations - Onboarding
Leads - F2F Meeting - Proposal - Negotiations - Onboarding - Upsell
Leads - F2F Meeting - Workshop -Proposal - Negotiations
There are different roads to take. Take the one that suits your company best. And If you need help figuring this out, let us know. We can help.
CB
A
D E F
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What is actually the goal of each stage? ( besides getting to the next stage when there is a mutual fit) Maybe you want to address a certain “theme”?
An example can be:
• Inspiring • Informing • Educating • Converting • Delighting
Who is responsible at each stage?
Marketing? Sales Development? Account Management? When do we hand it over to Customer Succes/Account Management?
Remember. When there are multiple people responsible in the same stage on the same prospect, nobody is responsible.
How do we measure the progress? What are the most important key performance indicators? Or Kept promise indicators?
We chose to add this 4 KPI’s in this version:
Number/Conversion: Let’s say you start with a 100 in the first stage? How many proceed to the next stages?
Deal Value: What is the expected value of the deals? And when do you think you now?
THE PROCESS
The Goal KPI’sResponsible
Probability: How big are the chances that when a deal hits a certain stage the prospect will become a customer?
Velocity: How much time does it take to get to each stage? What is the speed of your proces?
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The decision making unit. At what moment in the sales process do we need to talk to whom? When are we too late? When are we too early? What is the best moment to talk to whom.
What are the essential questions per stage? When do we need certain information? What do we need to qualify properly? What do we need to maken the right solution? What do we need to know to convince our counterparts at what moment in time ?
When don’t we move forward? What type of content do we need in each stage? What kind of video, slide decks, information, business cases, smoking guns etc. do we want prepared for each stage.
THE PROCESS
Key Questions DMU Content NO-GO
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WRAP UP
Go easy When using the Sales Process for the first time, go easy on your self and your organization. It is better to agree on a couple of items and a couple of KPI’s for starters, and when everybody is used to it, add new stuff to your Sales Page and make your Sales Page a little better each time.
If you want help? Need some feedback on your page? Or if you are interested in other Sales Pages? Just let us know! We are happy to help.
Good luck and have fun with it!
