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© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Sales Transformation Executive Round Table, August 2015
January, 2015
Tony J Hughes
#1 Asia-Pacific
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
50% 45% The Secret Will be Revealed
Pipeline Hit Quota
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Is B2B Selling Becoming Harder?
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Empowered buyers armed with research
Commoditisation of seller ‘solutions’
Differentiation becoming more difPicult
Distrust of ROI claims and sales messages
More decision makers (>5) and harder to get to
Consensus based decision making (lots who can say ‘no’)
Digital distraction and information overload
Automated clutter preventing cut-‐through
The drive for more value from fewer suppliers
Trends in B2B Selling
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
___% of sales people fail to hit target in B2B selling?
Why Transformation Is Needed
40% Source: Corporate Executive Board 2012
TAS Group research revealed 66%!
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Why Transformation Is Needed
___% of sales engagements fail to meet expectations?
85% Source: Forrester Research 2012
95% of decision-‐makers expect insight from seller. Yet 86% fail to differentiate
CEB, 2012
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
B2B Sales People Must Evolve “By 2020, 85% of interactions between businesses will be executed without human intervention.” Source: Gartner Research, 2014
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Talks about outcomes and managing risks
Talks about product and competition
Responsive and customer advocate
Field sales not required. Phone, web or channel
What’s The Conversation?
“22% of B2B sales roles in the USA will be gone by 2020. The only area that will have any growth is at the top end where there are longer sales-‐cycles and complexity.” Source: Andy Hoar at Forrester Research -‐Death of a (B2B) Salesman, April 2015. surveyed 236 buyers
B2B Sales People Must Evolve
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
(Consultants) (Explainers)
(Navigators) (Order Takers)
Employment Prospects
• Order Takers: 33% Job loss • Explainers: 25% Job loss • Navigators: 15% Job loss • Consultants: 10% Job gain
• Only 25% of B2B actively sell online today! Yet cost of sale reduces from $24.50 to $1.50.
Source: Andy Hoar at Forrester Research -‐Death of a (B2B) Salesman, April 2015. surveyed 236 buyers
B2B Sales People Must Evolve
-25% +10%
-33% -15%
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
How Are You Transforming?
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Untroubled & Unaware
Research Market
Evaluate & Select
Consider Change
Business Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Strategic Tactical Research, target and plan (alignment rather than evangelism) Prepare fully, arrive early and engage at most senior levels Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Top-down proactive
Focus is on price Comply with process No access to power Features & functions Time pressure Bottom-up reactive
Implement & Manage
Research / Target / Insights / Value Differentiate Alignment (B2B2C)
DePining B2B Reactive Selling
© 2014 Tony Hughes − www.RSVPselling.com
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Untroubled & Unaware
Research Market
Evaluate & Select
Consider Change
Business Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Research, target and plan (alignment rather than evangelism) Prepare fully, arrive early and engage at most senior levels Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation Top-down proactive
Implement & Manage
DePining B2B Buyer In Control
© 2014 Tony Hughes − www.RSVPselling.com
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Untroubled & Unaware
Research Market
Evaluate & Select
Consider Change
Business Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Implement & Manage
DePining B2B Strategic Selling
© 2014 Tony Hughes − www.RSVPselling.com
Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
Trigger Events?
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Untroubled & Unaware
Research Market
Evaluate & Select
Consider Change
Business Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
Strategic = Top-down Proactive and Talk The Language of Leaders Research, segment, target and plan (alignment rather than evangelism) Social listening based on profiling from win reviews Prepare fully, arrive early and engage at most senior levels (social research) Challenge the status quo with evidenced business insights Set agenda with a bias in requirements toward your strengths Embed your unique value in a compelling business case Create focus on business value creation and risk mitigation
Implement & Manage
Research / Target / Insights / Value / Differentiate Alignment (B2B2C)
DePining B2B Strategic Selling
© 2014 Tony Hughes − www.RSVPselling.com
Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Untroubled & Unaware
Research Market
Evaluate & Select
Consider Change
Business Case
Ignorant Curious Researching Motivated Committed Partnership
Discovery Decision Value Realization
What do buyers look for before they look for you?
Implement & Manage
Research / Target / Insights / Value / Differentiate Alignment (B2B2C)
B2B Strategic Social Selling
© 2014 Tony Hughes − www.RSVPselling.com
Win review for triggers Define ideal CX Implementation review Case studies / testimonial ROI validation
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Triggers and Journey Mapping?
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
The Way We Sell Is …
… just as important as what we sell
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Company and Brand Impact
Product and Service Delivery
Value-to-Price Ratio Sales Experience
Percen
tage of C
ontribu0
on to
Customer Loyalty
53%
9%
19%
19%
Basis of Competitive Selection
Source: Corporate Execu0ve Board, The Challenger Sale, 2012. (n=5,000+ purchasing organiza0ons)
? ? ? ?
“Offers unique, valuable perspec0ve on the market” “Helps me navigate alterna0ves” “Helps me avoid poten0al land mines” “Educates me on new issues and outcomes”
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
50% 45% The Secret to Better Performance
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
The ‘Social Selling’ Misnomer
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Trigger Event
Emotional Favorite
Select & Negotiate
Consider Change
Research Market
Traditional Sales Vs Social Selling
Traditional Sales Cold calls, blast and spam Interrupt and pitch (‘telling selling’) Discover, qualify and solutions Push & deal with objections Propose, demo & close
Implement & Manage
From Interrupt and Push to Attract and Engage
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Trigger Event
Emotional Favorite
Select & Negotiate
Consider Change
Research Market
Traditional Sales Vs Social Selling
Implement & Manage
Social Selling Social Listening and research Education and insights (publish) Engage in context with relevance Understand and collaborate Confirm and negotiate
Social media is like teen sex. Everyone wants to do it but nobody knows how. Avinash Kauskik, Google
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Social Selling Framework
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Social Selling DePined
Social Selling DeMined: The strategy and process of building quality networks online that accelerate the speed of business and efPiciency of selling. It is
achieved with human engagement through social listening, social publishing, social research, social engagement, and social collaboration.
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com Killer Factor: Physical & Online
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
DePining and Creating Trust
Change the conversation to lead with why
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Why Social Matters Social Publishing Case Study
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
<100 vs >200,000
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Why Not Embrace Social Selling?
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Why Transformation Is Needed
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Thanks and Connect in LinkedIn
© 2015 Tony J Hughes − Find me in LinkedIn or at www.RSVPselling.com
Sales Transformation Executive Round Table, August 2015
January, 2015
Tony J Hughes
#1 Asia-Pacific