Product, Solution or Value – You Decide!

TOM PISELLO, Chairman & Founder

Blog: http://www.fightfrugalnomics.com

Twitter: @tpisello

http://www.alinean.com

Powering B2B sales to economic buyers

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Once Upon a Time

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LET ME TELL YOU A STORY

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JOE SPRINGS INTO ACTION …

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… TO HAMMER A DEAL HOME

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SALLY TAKES HER TURN …

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… ASKS THE RIGHT QUESTIONS …

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… AND NAILS A SOLUTION SALE

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GARY MOVES BEYOND WHAT TO WHY …

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… CHALLENGES THE BUYER

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… PLAYS TO LEFT (LOGICAL) AND RIGHT (EMOTIONAL) BRAIN

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… AND SELLS THE DESIRED OUTCOME, NOT THE PRODUCT OR SOLUTION

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VALUE SELLING – EVERYONE WINS

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Value Selling and Marketing

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Why Needed: Buyers Have Fundamentally and Permanently Changed

Longer Sales Cycles Increased Discounting /

Reduced Deal Size

More Leads to Close Same Amount

of Business

Stalled Deals

Increased Competition More Executive & Economic

Scrutiny

More Difficult to Connect & Engage

Frugalnomics is in Full Effect

Empowered: In control of buying process

Overloaded: Challenged to do-more-with-less

Skeptical: Thinks sales isn’t adding enough value

Frugal: Requires every investment deliver

significant ROI, faster payback and superior value

Meet Buyer-Frugalnomicus

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Value-Focus Evolution to Fight Frugalnomics

Value Focus

Discussion:

• Prescriptive & Quantified

• Discover… Is customer

aware of issue?

• Diagnose… How bad is it?

• Quantify … Value of change

• Compare … Value vs. Status

Quo / Competition

Drive: Diagnostic Led: What is

issue & value of change?

Product Focus

Discussion:

• Customer knows issue

• Tie features / functions to needs

• Compares product alternatives

• Feature • Function • Price

Drive: Sales Led: Product

Driven

Solution Focus

Discussion:

• Customer knows issues &

desired outcome

• Questions to discover pain

points

• Recommend solution to

solve pain

Drive: Sales Led: Pain-Point

Driven

Solution Provider Trusted Advisor Vendor

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Interactive Sales and Marketing Tools to Facilitate The Buyer’s Journey

Understand Issues & Commit to Changing

Status-Quo

Prioritize Possible Solutions & Commit to

an Approach

Justify the Decision & Make the Solution

Selection

DISCOVERY CONSIDERATION DECISION

WHY CHANGE? WHY NOW? WHY YOUR SOLUTION?

PROVOCATIVE APPROACH VALUE APPROACH

ENGAGE DIAGNOSE JUSTIFY DIFFERENTIATE CONNECT

Facilitate the Buyer’s Journey to

Interactive White Papers

Benefit Estimators

Diagnostic Assessment Tools

ROI Analysis Tools

TCO Comparison Tools

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Value Focus a Requirement, But Gaps Exist

Forrester Sales Enablement Forum- 2011

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The Buyer’s Journey is More Complex

Understand Issues & Commit to Changing

Status-Quo

Prioritize Possible Solutions & Commit to

an Approach

Justify the Decision & Make the Solution

Selection

DISCOVERY CONSIDERATION DECISION

WHY CHANGE? WHY NOW? WHY YOUR SOLUTION?

Buyers are Empowered, But Still Need Help

Seeking Content and Consultative Advice

Is Your Sales & Marketing Facilitating The New Decision Process?

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Facilitate & Challenge Today’s More Empowered, Skeptical and Frugal

Buyer

Understand Issues & Commit to Changing

Status-Quo

Prioritize Possible Solutions & Commit to

an Approach

Justify the Decision & Make the Solution

Selection

DISCOVERY CONSIDERATION DECISION

WHY CHANGE? WHY NOW? WHY YOUR SOLUTION?

65% of Decisions Won / Lost

Based on Who Helped Establish Need

35% of Decisions Won / Lost on

Bake-Off

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Next Steps

http://www.fightfrugalnomics.com

Ask the ROI Guy FAQ Center

http://www.alinean.com/faq/

Schedule a Content Optimization Assessment

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Q&A

Tom Pisello, Chairman & Founder

The ROI Guy