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SiriusDecisions: Scary Late - Turning a Big Sales Challenge from Trick to Treat
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SiriusDecisions: Scary Late - Turning a Big Sales Challenge from Trick to Treat

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Did you know that? …

Did you know that?
> Up to 67% of the purchasing process is already completed before your sales reps are getting their first meeting with the prospect
> 2/3rds of all deals are going to those who can engage earlier and in a more thought provoking way

Some say this could be the end of Sales as we know it! Others are taking the challenge head on successfully empowering sales reps to engage earlier to help facilitate the buyer’s journey, get stalled deals moving and improve win rates.

In this live interview, Sales Enablement expert Jim Ninivaggi from SiriusDecisions will discuss the significance of this research and the best techniques and tools to go from Trick to Treat.

Published in: Business, Education

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  • Sales people being invited later and later. Varying claims in the research indicate anywhere between ½ and 2/3rds of the process complete prior to sales being invited. What’s the real number? 67% indicated they are brought in when the buyer has already established a clear picture of the solution they want. 
  • This sounds bad, but is it in all cases? What’s the tangible impact of this late involvement?  Typical pipeline of any salesperson …. Certain number are with existing buyers, have a short list to select you or near competitor… high velocity, greater percentage close…. So not bad at being brought in late.How you stack rankReframe if not to your advantage …. Reframe the problem and the solution to solve that problemDifferentiate costs and value Buyer initiates the relationship …. Call in interested in solutions. Why interested, how far down the path.Need is already identifiedIf looks like our solution, all setIf not, reframe provocatively business problem and solutionIf they do late in the process differentiateIf its early, you want to influence the picture of solution Those deals where sales rep / marketing team initiated early proactivelyWhy change? Why now?Move off the status quo? Can’t meet the growth goals typically with just one, or even two of these. Want to win all three of these. House painting analogy …. 10 on a street …. Challenger works well in some situations, but not all. 
  • So how do you arm your sales folks with the ability to deal with these dramatically different buying scenarios and add value to each engagement?  Don’t challenge right off the bat if they’re already in your camp.Existing clients - Articulate value you provided, value you can continue to provide. Don’t want to give them a reason to look anywhere else … need to remind buyers of the value you provide. CFO – why spending the money …. Interested prospect – Early - assess the issues their solving versus your solutions, reframe if you can in your favor, justify your valueLate – differentiate; prove your lower TCO, higher value Missionary prospect – provocative approach to their challenges….. cost of do nothing and value of change.
  • What do all of these approaches have in common?  Deals are won or lost on the conversation … the better, more appropriate the conversation, the better. Assets and content in order to facilitate this. Most important issue to resolve. Once in middle of decision process …. You need to sell the value story to the buyer. Need to have the right story / justification for the right step in the process Points of value … roles – technical, business, financial  
  • Think adoption firstSuper easy for the reps to use …. They avoid any tool on competence and confidence … super intuitive, super easy to useFlexible, as the dynamics change, they can use it in an agile wayAnything that makes you look less than competent you wont use it … has to be foolproof. Think across the journey Guide to the right individual tool Adapt to the right step in the journeyPOV Relevant to the specific role and the challenges to solve What’s important to them Objections – do nothing / risk in changing, misunderstanding, drawback (it is what it is), skepticism … offer a proof source to overcome the risk and skepticism, competitive considerations.
  • Transcript

    • 1. Scary late. How to Turn a Big Sales Challenge from Trick to Treat Jim Ninivaggi Service Director, Sales Enablement jninivaggi@siriusdecisions.com @jninivaggi @SiriusDecisions www.siriusdecisions.com Thomas Pisello CEO & Founder tom@alinean.com @tpisello @AlineanROI www.alinean.com
    • 2. Sales invited later into the decision making process? Ideas Exploration Evaluation Selection More than 1/2 to 2/3rds decision process complete? 67 % Sales reps invited when Buyer has already established a clear picture of solution.
    • 3. Is this really as bad as it sounds? Realized the Gain? We Can Deliver More! Existing Customers Buyer Initiated Provider Initiated Justify the Gain We Deliver Bottom-Line Impa Prove not the Same We Deliver Better Value! Illuminate the Rain Quantify the Pain Insights for you! We Can Help Identify Challenges!
    • 4. How to best address? Exploration Ideas Provider Initiated Evaluation Selection Buyer Initiated Existing Customers Illuminate the Rain Realized the Gain Justify the Gain Insights for you! Renewal / Addition We Can Deliver More! We Deliver Bottom-Line Impact! Quantify the Pain Prove not the Same We Can Help Identify Challenges! We Deliver Better Value!
    • 5. What is common across the 3 scenarios? #1 issue Value Conversation = Yes! Content Sales Enablement Different Points of Value!
    • 6. What can tools do to facilitate? Value Actualization Tools Yes! • • • • • • • • • Guided Conversations Totally Personalized Visual Storytelling Benchmark Insights Diagnostic Assessments Cost of “Do Nothing” Financial Justification / ROI TCO & Value Differentiation Conversation Intelligence
    • 7. Best practices for value actualization tools? Ideas Exploration Evaluation Selection Renewal / Addition Adoption Throughout Entire Buyer’s Journey Unique Point of Value
    • 8. What investments are not working today? Death by PowerPoint Customer Presentations Traditional onesize-fits-all content Sales Messaging Guidebooks Traditional Sales Training
    • 9. Bottom line advice? Value Actualization Tools Yes! • • • • • • • • • Guided Conversations Totally Personalized Visual Storytelling Benchmark Insights Diagnostic Assessments Cost of “Do Nothing” Financial Justification / ROI TCO & Value Differentiation Conversation Intelligence
    • 10. Scary late. How to Turn a Big Sales Challenge from Trick to Treat Jim Ninivaggi Service Director, Sales Enablement jninivaggi@siriusdecisions.com @jninivaggi @SiriusDecisions www.siriusdecisions.com Thomas Pisello CEO & Founder tom@alinean.com @tpisello @AlineanROI www.alinean.com