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Selling Value Now More than Ever

Selling Value - Now More than Ever

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Page 1: Selling Value - Now More than Ever

Selling Value – Now More than Ever

Page 2: Selling Value - Now More than Ever

Presenters

Jim Ninavaggi

Service Director,

Sales Enablement Strategies

SiriusDecisions

Henry Schuck

Co-founder & CEO

DiscoverOrg

Page 3: Selling Value - Now More than Ever

The Race for Growth is On. Are You Ready?

Page 4: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 4

B-to-B Companies Focus On Growth

Page 5: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 5

Five Ways to Grow

Markets

Entrance into – or expansion of – vertical, horizontal and/or geographic segments

using existing/new offerings

Buyers

Formal targeting of new buying centers and personas

Acquisition

Purchase of other companies, or the incubation of new business units

Productivity

Maximizing efficiency, effectiveness and engagement

Offerings

Launch of new products/services, or enhancement of the current portfolio

1

2

3

4

5

Page 6: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 6

Where Is Your Growth Coming From?

Page 7: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 7

SiriusPerspective:

21%

24%

24%

29%

32%

35%

65%

71%

0% 20% 40% 60% 80%

Lack of quality leads from marketing

Our offerings do not have competitive differentiation

Our reps lack the required knowledge

Our reps lack the necessary selling skills

Lack of useful/relevant content from marketing

Inability to manage today's more educated buyer

Our reps spend too much time on non-selling activities

Rep's ability to connect our offerings to client business issues

Key Sales Challenges to Achieving GrowthImproving rep productivity – effectiveness and efficiency – is top of

mind for sales leaders.

Page 8: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 8

SiriusPerspective:

Time to Productivity

Effectiveness (quality and results)

Eff

icie

nc

y (c

ap

acity)

Time to

Productivity

New hires need to be doing the right activities, and doing those activities well

Page 9: Selling Value - Now More than Ever

Engineer Value Throughout

Page 10: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 10

Reps Must Understand the Value Pyramid

Company Objectives

Strategic Initiatives

Critical Issues/Challenges

Departmental Initiatives

Functional Requirements

Page 11: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 11

You Win Some. You Luge Some.

To have velocity at the finish…

… you need to build it from the start.

Page 12: Selling Value - Now More than Ever

SiriusPerspective: If you have not engineered value throughout the sales process, you

will be forced to sell on price at the end.

Maybe It’s Not A Problem Closing

Closing My reps need closing skills

Opportunity

Qualification

Lead Generation

Page 13: Selling Value - Now More than Ever

The Changing Buyer’s Journey

Page 14: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 14

More Than Ever: Understand the Buying Process

Solution Vendor SelectionEducation

Loosening of the

Status Quo

Committing to Change

Exploring Possible Solutions

Committing to a Solution

Justifying the Decision

Making the Selection

Page 15: Selling Value - Now More than Ever

SiriusPerspective: By the time a rep first meets with a buyer, need may be preordained

and a solution preconceived.

Preordained Need/Preconceived Solution

While most marketing and

sales organizations have

recognized this seismic

shift, many have done little

to adjust.

Need and

SolutionWeb sites Blogs

Page 16: Selling Value - Now More than Ever

Changing the Conversations Sellers are Having With Their Buyers

Page 17: Selling Value - Now More than Ever

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

competencies.

The Product to Solution Evolution

PRODUCT SOLUTION

Page 18: Selling Value - Now More than Ever

SiriusPerspective: Relationships don’t matter to CXOs as much as company and

industry insight.

What Does a CXO Want From A Salesperson?

4x

Cultivate a

personal

relationship

with me

2XDemonstrate

deep expertise

about my

companyShow they care

about my success

Share insights

about my industry

Page 19: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 19

We Asked Salespeople What’s Changed?

1. Buyers are more informed

• Access to Content

• Peer Network

• Access to Data

2. Buyers need more (and earlier) ROI

• Reason to Change

• Peer Examples

• Executive Support

3. Buyers are less likely to engage earlier• Self Service

• Network Introduction

• Events Not Working

Page 20: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 20

Diametrically Opposed Forces

Transactional

Buyers

Reps Told to

Sell

Solutions

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© 2014 SiriusDecisions. All Rights Reserved 21

Three Key Roles Salespeople Must Play

• Knowledge of products, customers, industry issues, financial acumen, best practices, etc.

• Critical early in process

Domain Expert

• Aligning internal resources with customer resources efficiently and effectively

• Critical in middle of process

Strategic Orchestrator

• Demonstrate that potential risks are outweighed by potential rewards, using proof sources and quantification when needed

• Critical later in the process

Risk Alleviator

Page 22: Selling Value - Now More than Ever

Organizational Requirements

Page 23: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 23

Prepare Your Reps For Every Conversation

Page 24: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 24

Initiatives

Challenges

Job Role

Buying Role

Common Titles

SiriusDecisions Persona Template

Page 25: Selling Value - Now More than Ever

© 2014 SiriusDecisions. All Rights Reserved 25

Decision Drivers

Watering Holes

Level of Engagement

Interaction Preferences

Content Preferences

SiriusDecisions Persona Template

Page 26: Selling Value - Now More than Ever

Questions?