Webcast: Using Outcome-Based Selling to Achieve Better Sales Success

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Over the past few years, buyers have been inflicted with a condition known as Frugalnomics, where B2B buyers require significant ROI, fast payback and superior value from each investment they make. It is often easier for these buyers to do-nothing, than to change.

How can help today's more skeptical and frugal buyer realize that there is a cost of doing nothing and facilitate stalled sales cycle?

In this webinar we will discuss ways you can fight Frugalnomics, and answer the following important sales enablement questions:

How can you better connect with and engage today's economic-focused buyer?
How can you convince buyers that there is a cost of doing nothing?
When you have a proposed solution, how can you best provide economic justification and prove ROI?
How can you differentiate your value from the competition?

At the end of this webinar you will be provided with several real world examples and links that can help shorten sales cycles, recover stalled deals, reduce discounting and improve competitive advantage.

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Webcast: Using Outcome-Based Selling to Achieve Better Sales Success

  1. 1. Powering B2B sales to economic buyers TOM PISELLO, Chairman & Founderhttp://www.fightfrugalnomics.com Blog: http://tompiselloroiguy.blogspot.com/ Twitter: @tpisello http://www.alinean.com Using Outcome-Based Selling to Achieve Better Sales Success
  2. 2. A New Buyer Requires New Strategy & Tactics http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 2
  3. 3. Less Discretionary Budget up for Grabs in 2012, But Opportunity Exists 26.7% Budget for project was approved and allocated during beginning of the year 26.1% Budget was allocated as part of a larger line item once need was established 20.6% Budget was determined post multiple bids 15.8% Budget was taken from another line item after need was established/clear 10.9% Determined potential impact through other adopters and built a business Demand Creation Specialists B2B Buyer Survey - 2011Sales needs to proactively help facilitate buyer’s realization that:1. A need exists and it is a priority2. If opportunity is not addressed it has a cost3. If opportunity addressed = tangible and significant financial and competitive reward4. A viable proposed solution is available w/ significant ROI and fast payback5. The proposed solution represents a good value vs. competitions © 2011 Alinean, Inc. 3
  4. 4. Buyer’s Decision Process Significantly Changed Took more time to research and consider solutions 48% Utilized a wider variety of sources to research options 36%Did more detailed analysis of costs/ROI of solution before 34% finalizing the process More internal team members provided their input into 30% decision processRelied more on live customer feedback/recommendations 21% Fewer internal team members provided their input into 16% decision process Demand Creation Specialists B2B Buyer Survey - 2011 Multiple Responses AllowedMatch and facilitate buyer’s decision process:1. Deliver content to help buyer’s adequately research opportunities and solutions,2. Provide financial justification and business case tools to prove return on investment (ROI),3. Provide live customer testimonials and advocate communities to help buyers learn from peers the best way to solve opportunities with the proposed solutions. © 2011 Alinean, Inc. 4
  5. 5. B2B Buyers: It’s All About the Benjamins Focus on Lowest Purchase Price vs. Best Value Focus on Total Cost of Ownership can help facilitate better decisionSource: The Considered Purchase Decision What Matters, What Doesn’t And What ItMeans For B2B Marketing and Sales by TriComB2B / University of Dayton School ofBusiness Administration http://www.cmo.com/conversion/purchase-survey-finds-price-total-cost-ownership-most-important © 2011 Alinean, Inc. 5
  6. 6. Buyers are Economic-Focused • SizeMore Leads to Close Same Executive Scrutiny Reduced Deal Size Amount of Business Longer Sales Cycles Increased CompetitionMore Stakeholders Stalled Deals © 2011 Alinean, Inc. 6
  7. 7. Unfortunately, Product / Solution Selling Still Reigns Forrester Sales Enablement Forum- 2011Sales Recognizes Issue as Well:26% of BtoB sales reps surveyed cited “inability to communicate valuemessages” as the number one inhibitor to achieving quota - SiriusDecisions © 2011 Alinean, Inc. 7
  8. 8. 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 Drive: Sales Led: Pain-Point Quo / CompetitionDriven Driven Drive: Diagnostic Led: What is issue & value of change? Solution Vendor Trusted Advisor Provider © 2011 Alinean, Inc. 8
  9. 9. Facilitating the Buyer’s Journey w/ Interactive Sales & Marketing ToolsBUYER’S JOURNEY Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision DISCOVERY CONSIDERATION DECISIONContent Marketing & Sales Enablement Strategy Help Align Align buyer solution Validate/ Create reinforce problem with identify with Make the awareness choice business needs in specific business casearound a new issues; drive solving sets of for change Prove best problem urgency the business value problem needs PROVOCATIVE APPROACH VALUE APPROACH Interactive White Diagnostic Assessment ROI Analysis Tools TCO Comparison Tools Papers Tools © 2011 Alinean, Inc. 9
  10. 10. Case Study: Microsoft Simple-to-Save http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 10
  11. 11. Microsoft Simple-to-Save Cost Savings Analysis http://www.microsoft.com/optimization/tools/overview.mspx © 2011 Alinean, Inc. 11
  12. 12. Quick Savings Analysis © 2011 Alinean, Inc. 12
  13. 13. Few Data Points to Estimate Savings © 2011 Alinean, Inc. 13
  14. 14. Overview of Results © 2011 Alinean, Inc. 14
  15. 15. Capability & Maturity Benchmarks © 2011 Alinean, Inc. 15
  16. 16. IT & Business Savings © 2011 Alinean, Inc. 16
  17. 17. Savings Details © 2011 Alinean, Inc. 17
  18. 18. Review & Customize Results © 2011 Alinean, Inc. 18
  19. 19. Roadmap Recommendations © 2011 Alinean, Inc. 19
  20. 20. White Paper Reports © 2011 Alinean, Inc. 20
  21. 21. PPT Report © 2011 Alinean, Inc. 21
  22. 22. Case Studies: OfficeMax ProForma http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 22
  23. 23. Proactive Profiling to Generate Provocative Savings Reports © 2011 Alinean, Inc. 23
  24. 24. Profile + Research = Savings Opportunity © 2011 Alinean, Inc. 24
  25. 25. Select Scope of Proposed Services © 2011 Alinean, Inc. 25
  26. 26. Quantifying the Cost of Doing Nothing © 2011 Alinean, Inc. 26
  27. 27. Estimate Savings Potential © 2011 Alinean, Inc. 27
  28. 28. Compelling Savings From Enterprise Programs © 2011 Alinean, Inc. 28
  29. 29. Urgency via “Speed to Savings” © 2011 Alinean, Inc. 29
  30. 30. Word and PPT Report Options © 2011 Alinean, Inc. 30
  31. 31. Tool Development Process & Benefits http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 31
  32. 32. Typical Development Project• Demand-Gen • Sales Enablement – Week 1: Kickoff – Week 1: Kickoff – Week 2: Initial Prototype – Week 2: Initial Prototype Spreadsheet Spreadsheet – Week 3: 2nd Prototype Spreadsheet – Week 3: 2nd Prototype – Week 4: Initial Tool Alpha Spreadsheet – Week 5: Initial Tool Beta – Week 5: Initial Tool Alpha – Week 6: Initial Tool Pilot – Week 7: Initial Tool Beta – Week 8: Final – Week 8: Initial Tool Pilot – Week 10: Final © 2011 Alinean, Inc. 32
  33. 33. What is Required of You and Your Team?• Collect and Provide Prior Art: • Participation – Benefit statements – Weekly meeting – Benefit / ROI white papers – Weekly review – Spreadsheet or other tools – Alpha, Beta & Pilot review – ROI / Benefit oriented case studies• Create Tool Development / Review Team – Marketing/ sales enablement usually leads project – ROI subject matter expert(s) – Enterprise sales representation – Channel sales representation – Pilot review team (select customers / partners) © 2011 Alinean, Inc. 33
  34. 34. Facilitating the Buyer’s Journey w/ Interactive Sales & Marketing ToolsBUYER’S JOURNEY Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision DISCOVERY CONSIDERATION DECISIONContent Marketing & Sales Enablement Strategy Help Align Align buyer solution Validate/ Create reinforce problem with identify with Make the awareness choice business needs in specific business casearound a new issues; drive solving sets of for change Prove best problem urgency the business value problem needs PROVOCATIVE APPROACH VALUE APPROACH Interactive White Diagnostic Assessment ROI Analysis Tools TCO Comparison Tools Papers Tools © 2011 Alinean, Inc. 34
  35. 35. Value of Alinean Business Value Selling / Marketing Tools  Break through the noise with value add / personalizedConnect higher in organization & speak contentlanguage of economic buyers / CFOs  Elevate relationships from vendor to trusted advisor  Drive 50% more leads / connections compared to otherEngage on value vs. initiativesfeature / function / price  Reduce discounting and increase deal size by 20%Automate development of personalized  Reduce proposal time from days to hoursassessments and business case proposals  Reduce sales cycles by 20-30%  Convert 240% more prospects to sales than other programsProve more value, lower costs and  Convert 240% more prospects to sales than other programs   Increase the competitive success rate of proposals by over Increase the competitive success rate of proposals by overcompetitive advantages 60% 60%Deliver credibility with research and 3rd  Increase the credibility and acceptance of proposals by 100%party validation  Convert existing Excel sales tools into on-line interactiveDevelop sales tools with lower TCO applications with no programming  SaaS delivery  Self-authoring for shared workload  Enable all direct and channel sales teams with a scalableStandardize and centralize value sales /marketing tool suite.selling / marketing efforts  Collect customer data, track and drive usage © 2011 Alinean, Inc. 35
  36. 36. Questions? http://www.alinean.com/faq/ © 2011 Alinean, Inc. 36
  37. 37. 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) http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 37
  38. 38. Thank You!http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 38

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