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Todays sales people cut their teeth on the strategic deals created by solution selling with quotas blown away in a day, based off of a rich process of mutual discovery and education between customers and sales. Research from Corporate Executive Board (CEB) has found that this teetering legend is crashing out, in the face of customers who drive most of the discovery and educational process before making first contact. Join us and listen to CEBs Brent Adamson review his research, and implications for sales and marketing infrastructure to drive success.
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The End of Solution Sales Brent Adamson, Managing Director, CEB
THE HARD ROAD TO SOLUTION SALES
© 2012 CEB. All rights reserved.
Era I: Product Sales
Era II: Solution Sales
Focus of Customer Understanding Efforts
Deliver on customers’ product needs
Deliver on customers’ business needs
Nature of the Sales Conversation
Lead with features and benefits Lead with questions
Ideal Sales Rep “Talking brochure” Needs discoverer
Key Stakeholders to Engage Product users C-suite and advocates
Primary Sales Interaction
Customer presents rep with an order
Customer coaches rep on purchase process
When to Engage When customer assesses options
When customer articulates a need
A DIFFERENT KIND OF BUYING
57%
Customer Due Diligence
Begins
Customer Purchase Decision
Customer Contacts Supplier
© 2012 CEB. All rights reserved.
THE PATH TO 1 OF 3
© 2012 CEB. All rights reserved.
CUSTOMER FACES PURCHASE DECISION
“What’s important?”
“How much do I need?”
“What’s it going to cost?”
EXAMPLE
Criteria: 1. Speed 2. Durability 3. Up-time
Criteria: Specs: 1. Speed 10/day 2. Durability 5 years 3. Up-time 95%
Customer Understanding and The Nature of the Sales Conversation
KEY DRIVERS OF CUSTOMER LOYALTY
Company and Brand Impact
Product and Service Delivery
Value-to-Price Ratio
Sales Experience
Con
trib
utio
n to
Cus
tom
er L
oyal
ty
Drivers of Customer Loyalty
• Rep offers unique, valuable perspectives on the market
• Rep helps me navigate alternatives
• Rep helps me avoid potential land mines
• Rep educates me on new issues and outcomes
• Supplier is easy to buy from
• Supplier has widespread support across organization
53%
9%
19%
19%
© 2012 CEB. All rights reserved.
NOT JUST ANY TEACHING
Lead to Your Unique Strengths
Challenge Customers’
Assumptions
Catalyze Action
Scale Across Customers
© 2012 CEB. All rights reserved.
DON’T JUST TEACH, “UNTEACH”
© 2012 CEB. All rights reserved.
BREAK DOWN THE A, THEN BUILD UP THE B
© 2012 CEB. All rights reserved.
A B
Ideal Sales Rep
THE FIVE PROFILES OF SALES REPS
• Always goes the extra mile
• Doesn’t give up easily
• Self-motivated • Interested in
feedback and development
• Always has a different view of the world
• Understands the customer’s business
• Loves to debate • Pushes the
customer
• Builds strong customer advocates
• Generous in giving time to help others
• Gets along with everyone
Hard Worker Challenger Relationship Builder
• Reliably responds • Ensures that all
problems are solved
• Detail oriented
• Follows own instincts
• Self-assured • Independent
Lone Wolf Problem Solver
© 2012 CEB. All rights reserved.
CHALLENGER REPS MOST LIKELY TO WIN
22%
14%
26%
17% 12%
7%
The Hard Worker The Problem Solver
The Relationship Builder
23%
15%
39%
25%
The Challenger The Lone Wolf
Perc
enta
ge o
f Pop
ulat
ion
Percentage of Core Performers Percentage of High Performers
© 2012 CEB. All rights reserved.
Key Stakeholders to Engage
1. Readily accessible and willing to talk
2. Provides information unavailable to suppliers
3. Pro-supplier’s solution or products
4. Good at influencing others
5. Speaks the truth
6. Credible among colleagues
7. Conveys ideas in savvy ways
8. Delivers on commitments
9. Will personally gain from sale
10. Networks reps with other stakeholders
Advocate/Coach
CONVENTIONAL WISDOM: ENGAGE THE COACH
© 2012 CEB. All rights reserved.
SEVEN TYPES OF CUSTOMER STAKEHOLDERS
The Teacher The Blocker The Climber The Guide
The Go-Getter The Friend The Skeptic
© 2012 CEB. All rights reserved.
STAR AND CORE REPS CHOOSE DIFFERENTLY
High Performer Focus Zone Core Performer Focus Zone
Go-Getter Teacher Skeptic Friend Guide Climber
© 2012 CEB. All rights reserved.
MOBILIZERS GET THE DEAL DONE
© 2012 CEB. All rights reserved.
Primary Sales Motion
HOW TO ENGAGE MOBILIZERS
Customer Coaches the Rep Rep Coaches the Customer
Core Rep Engagement Strategy Star Rep Engagement Strategy
1. Understand stakeholders’ goals
2. Determine criteria for purchase
3. Understand stakeholders’
relation to each other
1. Arm the customer to teach
2. Help buyers build consensus
3. Help customers understand
purchase process
© 2012 CEB. All rights reserved.
When to Engage
THE PURCHASE FUNNEL
© 2012 CEB. All rights reserved.
FINDING EARLY
© 2012 CEB. All rights reserved.
Motivated buyer, ready to engage with Sales
Traditional Customer Qualification Criteria:
• Motivated buyer • Clear vision and goals • Budget in place • Established decision timeline • Backing of senior executives
“EARLY” IS NO LONGER EARLY
Motivated buyer, ready to engage with Sales
© 2012 CEB. All rights reserved.
HOW TO GET IN EARLY
React to Customer Demand
Shape Customer Demand
Core Rep Engagement Strategy Star Rep Engagement Strategy
1. Assess opportunities based on
clarity of customer needs
2. Believes lead generation is the
company’s responsibility
3. Little and undiscerning use of
social media
1. Conducts non-traditional due
diligence
2. Personally owns lead generation
3. Leads with insight
4. Uses social media as a critical
channel
© 2012 CEB. All rights reserved.
TEACH WHERE CUSTOMERS LEARN
© 2012 CEB. All rights reserved.
THE RISE OF INSIGHT SELLING
© 2012 CEB. All rights reserved.
Era II: Solution Sales
Era III: Insight Sales
Focus of Customer Understanding Efforts
Deliver on customers’ business needs
Disrupt customers’ understanding of their needs
Nature of the Sales Conversation Lead with questions Lead with insight
Ideal Sales Rep Needs discoverer Challenger
Key Stakeholders to Engage
C-suite and advocates Mobilizers
Primary Sales Interaction
Customer coaches rep on sales process
Rep coaches customer on purchase process
When to Engage When customer articulates a need As customer is learning
Learn More
Booth #230
@CEB_Challenger
www.thechallengersale.com
Group: The Challenger Sale From CEB