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+ Finding Your First [Enterprise]
Customer, Then 10 More…
SARTA Workshop
Sacramento, CA
March 18, 2015
+Today’s (very aggressive) Objectives
By the completion of today’s workshop, you will be able to:
Construct a selling framework;
Identify risks in your sales process;
Identify Buyer Types, Stages of the Sales, and Stalls;
Develop Value Statements.
Define milestones & metrics.
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+Exercise
Why does your Customer buy your product?
+ Revenue?- Cost?
+ Efficiency?- Risk?
[3 minutes]
Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:
http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf
Implied vs. Explicit Needs
+Problem #1: Coordination
Image Source:
http://www.slate.com/blogs/the_vault/2014/02/05/the_first_modern_organizational_chart_is_a_thing_of_beauty.htm
l
Image source: Galbraith “Designing Organizations: An Executive Guide to Strategy, Structure, and Process Revised “
+Problem #3: Create information
01110011
01101111
01101101
01100101
01110100
01101000
01101001
01101110
01100111
00001101
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The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+Exercise
Use a current sales situation & your points of
contact at your prospective customer
Draw a 4-column grid:
Buyer Type| Person’s Name | Motivation | [Blank]
What is the primary motivation for each Buyer to
use your solution?
[4 minutes]
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+Value Statement Construction
1. It’s not what your product does
2. What need does your solution fill?
3. Think numbers (%, $, days, units)
+“What job are your customers hiring you to
do?”
-Clayton Christensen
Now… Write your Value Statement for
each Buyer Type, framing your
statement in terms of the customer’s
problem, not your product.
Hint: Remember the four (4) reasons people buy.
“For [insert buyer type], we …”
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+ Exercise
Why will your customer do nothing?
What is the biggest objection you’ll face?
Who are your competitors?
How will you address this?
[6 minutes]
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+The “What happens next?”
Framework
The first minute?
The first hour?
The first day day?
The first week?
The first month?
The first quarter?
The first year?
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+Stages of the Sale
1. Needs Analysis
2. Evaluation of Options
3. Resolution of Concerns
4. Implementation
http://www.amazon.com/SPIN-Selling-
Fieldbook-Practical-
Exercises/dp/0070522359
+Stages + Stalls
A. Qualification
1 . NEEDS ANALYSIS
B. Initial Demo
2. EVALUATION OF TOPIC
C. Proposal Work Plan
3. RESOLUTION OF CONCERNS
D. Technical Demo
4. IMPLEMENTATION
+ Exercise
Where, how, and why are your sales
conversations stalling?
How can you maintain control?
[5 minutes]
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+Key Metrics & Milestones:
Examples
Non-disclosure Agreement
Introductions to additional buyers (i.e. technical,
economic, user)
Onsite visit to your office
Technology audits to estimated configuration costs
Implementation planning
+ Exercise
What are the key milestones and metrics
that both you and the customer can
agree upon for your sales process?
[4 minutes]
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+Think: “What happens next?”
The first minute?
The first hour?
The first day day?
The first week?
The first month?
The first quarter?
The first year?
+ Exercise
Draw a 2-column table:
Time Period | Action
Write down what you would need to do in the first minute, hour, day, week, month, quarter, and year.
[4.5 minutes]
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+ Exercise
How many seat licenses?
Billing cycles?
Budget cycles?
Signatory?
Renewal clauses?
Right to cure?
[3 minutes]
The Sales Canvas
1. Customer
Needs
4. Objections,
Competitors,
Status Quo
5. Implementation
& Support
3. Value
Statements
2. Buyers &
Buyer Types
6. Stages of
the Sale7. Key
Metrics &
Milestones
8. Sales Map
9. Work Agreement
& Economics
+Sales Interactions per Revenue
Revenue per year # of sales interactions$10 1
$100 2$1000 4
$10,000 8$100,000 16
$1,000,000 32$10,000,000 64
$100,000,000 132
+Products & Solutions
Self-Learning: Books & online courses
Workshops & 1:1 Coaching
Advisory & Consulting
Talent Recruiting & Team Development
+
\
Scott Sambucci, Founder
scott@salesqualia.com | (415) 596-0804 |
@scottsambucci
www.quora.com/Scott-Sambucci
www.linkedin.com/in/scottsambucci
Robert Wharton, Production Manager
robert@salesqualia.com | (405) 414-9712
+
SURVEY:
http://bit.ly/SQ-SARTA-
March-2015
LinkedIn:
www.linkedin.com/in/scottsambucci
Quora:
www.quora.com/Scott-Sambucci
Twitter:
@scottsambucci
Email:
scott@salesqualia.com
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