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