Selling Value - Now More than Ever

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Selling Value Now More than EverPresentersJim NinavaggiService Director, Sales Enablement Strategies SiriusDecisions

Henry SchuckCo-founder & CEODiscoverOrgThe Race for Growth is On. Are You Ready? 2014 SiriusDecisions. All Rights Reserved

#B-to-B Companies Focus On Growth

2014 SiriusDecisions. All Rights Reserved

#This is a recent study SD conducted with our clients to understand the growth trends in b-to-b enterprises. We found that most organizations have VERY positive outlooks regarding their potential for growth and are preparing their organizations to capitalize on these growth opportunities in their marketplace. Probe: What is your growth target?4Five Ways to GrowMarketsEntrance into or expansion of vertical, horizontal and/or geographic segments using existing/new offeringsBuyersFormal targeting of new buying centers and personas AcquisitionPurchase of other companies, or the incubation of new business unitsProductivityMaximizing efficiency, effectiveness and engagementOfferingsLaunch of new products/services, or enhancement of the current portfolio12345 2014 SiriusDecisions. All Rights Reserved

#All of the SiriusDecisions service's research agendas are organized by these five pillars of growth. The "Intelligent Growth" theme and these five pillars is the universal framework we use to drive our research strategy and direction. Probe: refine their previous answers, by asking them specifically how do they plan to grow via aka markets and if their organization is aligned to enable that growth? 5Where Is Your Growth Coming From?

2014 SiriusDecisions. All Rights Reserved

#Here is the results of our growth study in terms of how other organizations expect to grow. Probe: So, as you think about your growth target, how will you achieve that growth?6Key Sales Challenges to Achieving GrowthImproving rep productivity effectiveness and efficiency is top of mind for sales leaders. 2014 SiriusDecisions. All Rights Reserved

#SiriusPerspective: 2014 SiriusDecisions. All Rights Reserved

# Time to ProductivityEffectiveness (quality and results)Efficiency (capacity) Sales ProductivityTime to ProductivityNew hires need to be doing the right activities, and doing those activities well 2014 SiriusDecisions. All Rights Reserved

#SiriusPerspective: 2014 SiriusDecisions. All Rights Reserved

# Copyright SiriusDecisions. All Rights Protected and Reserved.

8Engineer Value Throughout 2014 SiriusDecisions. All Rights Reserved

#Reps Must Understand the Value Pyramid 2014 SiriusDecisions. All Rights Reserved

#You Win Some. You Luge Some.

To have velocity at the finish you need to build it from the start. 2014 SiriusDecisions. All Rights Reserved

#SiriusPerspective: If you have not engineered value throughout the sales process, you will be forced to sell on price at the end.Maybe Its Not A Problem Closing ClosingMy reps need closing skills Opportunity Qualification Lead Generation 2014 SiriusDecisions. All Rights Reserved

#Lead GenQualificationOpportunity

Jim, Id like to talk about establishing the initial price, because everything erodes from there.Initial discountsthis is just our list price, we can provide discounts Copyright SiriusDecisions. All Rights Protected and Reserved.

12The Changing Buyers Journey 2014 SiriusDecisions. All Rights Reserved

#More Than Ever: Understand the Buying Process

SolutionVendor SelectionEducationLoosening of the Status QuoCommitting to ChangeExploring Possible SolutionsCommitting to a SolutionJustifying the DecisionMaking the Selection

2014 SiriusDecisions. All Rights Reserved

#SiriusPerspective: By the time a rep first meets with a buyer, need may be preordained and a solution preconceived.Preordained Need/Preconceived SolutionWhile most marketing and sales organizations have recognized this seismic shift, many have done little to adjust.

Need andSolution

Web sitesBlogs 2014 SiriusDecisions. All Rights Reserved

#Changing the Conversations Sellers are Having With Their Buyers 2014 SiriusDecisions. All Rights Reserved

#SiriusPerspective: Moving from product to solutions will require a different set of competencies.

The Product to Solution Evolution

PRODUCTSOLUTION 2014 SiriusDecisions. All Rights Reserved

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SiriusPerspective: Relationships dont matter to CXOs as much as company and industry insight.What Does a CXO Want From A Salesperson?4x

Cultivate a personal relationship with me2XDemonstrate deep expertise about my companyShow they care about my successShare insightsabout my industry 2014 SiriusDecisions. All Rights Reserved

#Jims slide.18We Asked Salespeople Whats Changed?1.Buyers are more informedAccess to ContentPeer NetworkAccess to Data2.Buyers need more (and earlier) ROIReason to ChangePeer ExamplesExecutive Support

3.Buyers are less likely to engage earlierSelf ServiceNetwork IntroductionEvents Not Working

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#Diametrically Opposed Forces

TransactionalBuyersReps Told to SellSolutions 2014 SiriusDecisions. All Rights Reserved

#Three Key Roles Salespeople Must Play 2014 SiriusDecisions. All Rights Reserved

#DE ability to diagnose21Organizational Requirements 2014 SiriusDecisions. All Rights Reserved

#Prepare Your Reps For Every Conversation

2014 SiriusDecisions. All Rights Reserved

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InitiativesChallengesJob RoleBuying RoleCommon TitlesSiriusDecisions Persona Template 2014 SiriusDecisions. All Rights Reserved

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Decision DriversWatering HolesLevel of EngagementInteraction PreferencesContent PreferencesSiriusDecisions Persona Template 2014 SiriusDecisions. All Rights Reserved

#Questions?