Sales Enablement Tools Webcast: Make sales more effective with Alinean value-selling tools


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Empower your Sales Team to fight Frugalnomics.

- Engage higher, with economic-focused executives
- Elevate relationship from salesperson to trusted advisor
- Increase deal size / reduce discounting by 20%
- Accelerate sales cycles by 20-30%
- Double competitive wins

Sound impossible?
It's not with Alinean Sales Enablement Tools.

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Sales Enablement Tools Webcast: Make sales more effective with Alinean value-selling tools

  1. 1. TOM PISELLO, Chairman & FounderBlog: @tpisello Selling to Today’s Economic-Focused Buyer: Leveraging Value-Based Tools for Sales Enablement Success
  2. 2. Today’s Economic-Focused Buyer © 2011 Alinean, Inc. 2
  3. 3. The Economic-Buyer• SizeMore Leads to Close Same Longer Sales Cycles Amount of Business Increased Competition Stalled Deals Price Focus = Reduced Deal Size © 2011 Alinean, Inc. 3
  4. 4. Successive Downturns Cause Fundamental & Permanent Change B2B Spending Annual Growth12.0%10.0% Tech Bubble 8.0% 6.0% Great Recession 4.0% 2.0% 0.0%-2.0% 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011-4.0%-6.0%-8.0% IDC 2010 IDC historical spend Forecast compiled from IDC, Forrester, Gartner and Goldman Sachs Two successive downturns in past 10 years have permanently changed buyers Affected technology marketplace first:  Prior: Innovation, growth, time to market, features / functions drove purchases  After: Saving money, bottom-line impact, best value and fast payback “Great Recession” downturn reinforcing / accelerating this fundamental change  All areas of economy impacted for all of B2B purchase decisions © 2011 Alinean, Inc. 4
  5. 5. Frugalnomics: the new mantra for B2B Buyers On average 90% of corporations surveyed require Quantifiable benefits quantifiable proof of bottom-line benefits on most are mandatory projects. Two-thirds (65%) of buyers indicate that they do not Quantifying value is have the knowledge or tools needed to do business difficult for buyers value assessments and calculations. Buyers turn to vendors 81% of buyers expect vendors to quantify business for value proof points value of proposed solutions. Most trusted sources are: Industry Analysts (31.4%), Third party validation is and Peers (28.7%). essential Vendors lag as a trusted source for only 8.1%.Source: IDC 2010, survey of 200 B2B buyers,Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources. © 2011 Alinean, Inc. 5
  6. 6. Internet Fueled Buying Cycles• Buyers do more research independently and online• Arm themselves with ideas, solution, competitive product knowledge• Firmly in control of buying process• Using online vendor content + 3rd party sources / social groups• Inviting sales later, after set strategy, budget and solution roadmap At Same Time, Perceived Sales Readiness Is On the Decline Not Prepared Well Prepared 29% 35% Somewhat Prepared 36% IDC 2010 © 2011 Alinean, Inc. 6
  7. 7. CFOs Gain More Control • #1 Reason for NOT Meeting Sales Quotas – Inability to Communicate Value Messages (27%) – SiriusDecisions 2010 • Only 38% of sales reps understand the customer’s issues and can identify how vendor can help – Forrester 2010• CFOs responsible for more groups• Taking control of strategy + buying-cycle• More financial due-diligence on allpurchases © 2011 Alinean, Inc. 7
  8. 8. Fight Frugalnomics with Value Selling © 2011 Alinean, Inc. 8
  9. 9. Fight Frugalnomics with Value Selling & MarketingProduct Focus Solution Focus Value FocusDiscussion: Discussion: Discussion:• Customer knows issue • Prescriptive & Quantified • Customer knows issues &• Tie features / functions to desired outcome • Discover… Is customer needs aware of issue? • Questions to discover pain• Compares product points alternatives • Diagnose… How bad is it?• Feature • Function • Price • Recommend solution to • Quantify … Value of change solve pain • Compare … Value vs. StatusDrive: Sales Led: Product Quo / CompetitionDriven Drive: Sales Led: Pain-Point Driven Drive: Diagnostic Led: What is issue & value of change? Vendor Solution Provider Trusted Advisor © 2011 Alinean, Inc. 9
  10. 10. Value Selling: How Companies Buy vs. How to Sell Loosening of the Status Quo Discovery Committing to Change Sales Qualified Lead Exploring Requirements Definition Possible Solutions Consideration Value Demonstration Committing to a Solution Proposal Justifying the Decision Negotiate Decision Making the Close Selection Traditional Sales Cycle SiriusDecisions Buying Cycle © 2011 Alinean, Inc. 10
  11. 11. Discovery Risk adverse / overloaded Loosening of the Easier to do nothing than change Status Quo Don’t have time to fully understand Discovery issues Committing to Change Executive driven / CFO aligned Internet fueled via 3rd party sources Exploring Possible Sales often not engaged yet Solutions Consideration Committing to a Solution Justifying the Decision Decision Making the Selection © 2011 Alinean, Inc. 11
  12. 12. Discovery - Diagnose with Assessment Tools– Survey current spending and practices– Diagnose issues– Benchmark status quo versus competition and leaders– Recommend improvement strategies– Map solutions to improvement strategy– 3rd party validation to improve credibility 12 12 © 2011 Alinean, Inc.
  13. 13. Profile for Benchmarking Benchmark comparisons Typically by industry, location and size © 2011 Alinean, Inc. 13
  14. 14. Survey Survey Questions – Multiple Choice, Pulldowns, Quantifications, Rankings Spending, Sentiment or Current Practice Questions Don’t Force Customer to Fill All In prior to Seeing Some Results © 2011 Alinean, Inc. 14
  15. 15. Diagnostic Assessment Results Compare current responses vs. peer averages and leaders Drive priorities through benchmark comparisons Collaborate with customer / teammates to complete / refine © 2011 Alinean, Inc. 15
  16. 16. Detailed Drill Downs Drill into details, layer by layer via pop-ups / drill downs Confirm where doing well, illuminate areas needing improvements © 2011 Alinean, Inc. 16
  17. 17. Roadmap and Next Steps Intelligently recommends solutions to resolve most pressing issues Recommends next steps in buying lifecycle © 2011 Alinean, Inc. 17
  18. 18. Personalized Report Results expanded in Word report. Can be further personalized. PPT and PDF options available as well. Multiple report options in single tool. © 2011 Alinean, Inc. 18
  19. 19. Discovery - Diagnose with Assessment Tools – Reason to connect & engage earlier in decisions – Earn right to call higher with executives – Help set strategies, budgets and roadmaps – Establishes urgency of resolving these issues over others – Reduces time to realize issues and commit to change – Elevate relationship from Vendor to Trusted Advisor – Improves competitive position 19 19 © 2011 Alinean, Inc.
  20. 20. Consideration Loosening of the Status Quo Discovery Committing to Change Recommend solutions to address issues / goals Exploring Possible Quantify the cost of doing nothing Solutions Make the case for change Consideration Committing Quantify rewards vs. risks to a Solution More stakeholders involved – Value is in eye of beholder Justifying the Decision Decision Making the Selection © 2011 Alinean, Inc. 20
  21. 21. Consideration : Justify Change with ROI Analysis– Discover current costs for status quo, quantifying the “cost of doing nothing”– Recommend solution and quantify the investment required– Quantify the business benefits / savings for each stakeholder– Tally the project’s net cash flow in CFO terms: • Return on investment (ROI) • Net present value savings • Payback period • Internal rate of return (IRR)– 3rd party validation to improve credibility 21 21 © 2011 Alinean, Inc.
  22. 22. Profile Profile current environment and opportunity. Collect information about proposed solution / configuration. Key defaults provided from research to streamline discovery © 2011 Alinean, Inc. 22
  23. 23. Benefits, Investments and ROI Applying research, case studies and pricing, calculate investment, benefits & ROI Allow specific benefits to be included / excluded based on what is important © 2011 Alinean, Inc. 23
  24. 24. Review Details and Edit Assumptions Drill down into details to understand how each benefit / investment is calculated Defaults provided, but allow review and editing of all metrics © 2011 Alinean, Inc. 24
  25. 25. Printed Report Results expanded in Word report. Can be further personalized. PPT and PDF options available as well. Multiple report options in single tool. © 2011 Alinean, Inc. 25
  26. 26. Consideration : Justify Change with ROI Analysis– Increase urgency for this project proposal over others– Reduce time it takes for customer to build own business case / justify change– Reduce discounting (value vs. price)– Prove value of add on solutions / services– Improve competitive positioning 26 26 © 2011 Alinean, Inc.
  27. 27. Decision Loosening of the Status Quo Discovery Committing to Change Exploring Possible Solutions Consideration Committing Sales teams make the case for change, to a Solution but lose deal to competitor… Justifying B2B customers strategy has changed – the “to buy only what they need at the Decision lowest possible price.” (Forrester) Decision Need to prove solution as best value Making the Selection Total cost of ownership (TCO) comparisons can help © 2011 Alinean, Inc. 27
  28. 28. Decision – Differentiate with TCO Analysis– Select solutions to compare– Quantify costs for unique opportunity– Tally total costs over product lifetime not just up- front costs– Prove better value via total cost of ownership (TCO) • Lower lifecycle cost • Better benefit realization • Lower risk • Intangible benefits (more upside potential) 28 28 © 2011 Alinean, Inc.
  29. 29. Profile Organization Profile to customize TCO comparison for specific scenarios / configurations © 2011 Alinean, Inc. 29
  30. 30. TCO Comparison Overview Head to Head comparison of solutions total cost of ownership Capital & operating costs over useful product life Ability to select comparisons / customize configuration pricing & cost assumptions © 2011 Alinean, Inc. 30
  31. 31. Comparative Cash Flow and ROI Can combine TCO comparisons with comparative ROI / Cash Flow Analysis © 2011 Alinean, Inc. 31
  32. 32. Detailed TCO Comparisons Detailed results to highlight advantages & review / fine-tune assumptions 3rd party validation and sources © 2011 Alinean, Inc. 32
  33. 33. Report Options to Match Stakeholders / Decision Phase Multiple report options available including Word, PPT and PDF. Different reports templates designed to target different audiences / different stage in buying lifecycle. © 2011 Alinean, Inc. 33
  34. 34. Decision – Differentiate with TCO Analysis– Validate selected solution as best value– Quantify low risk of decision for buyer– Reduce decision cycle in final stages of buying cycle– Reduce competitive discounting 34 34 © 2011 Alinean, Inc.
  35. 35. Value Selling Tools and the Buying Lifecycle Diagnose to Engage Earlier: • Diagnostic assessment to identify issues • Benchmark for urgency of issues • Develop strategies • Set priorities and build roadmap Justify to Make the Case for Change: • Prove “cost of doing nothing” • Cost justify the investment with ROI • Prioritize urgency vs. other projects Differentiate to Prove Superior Value: • Compare competitive solutions / configuration head-to-head • Prove that the selected solution represents best value • Quantified lower cost of ownership (TCO) • Competitive feature comparison © 2011 Alinean, Inc. 35
  36. 36. Next StepsAlinean powered tools can significantly upgrade the quality of sales interactionsthroughout the buying process, allowing prospects to drive at the beginningthrough simpler, self-service tools and sales to provide greater depth as the buyingprocess proceeds – SiriusDecisions 2010 1. Your Sales & Marketing Ready to Do Business with Frugal Buyers? Take this Diagnostic Assessment to Find Out. 2. Research White Paper: Sales Enablement and the Economic Buyer 3. Over 200% ROI from a Value Selling Program Sound Impossible? Find Out for Yourself 4. Why Alinean? Alinean Vendor Profile (SiriusDecisions) © 2011 Alinean, Inc. 36