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Sales Power Strategies: Keys to Thriving in the New Normal
 

Sales Power Strategies: Keys to Thriving in the New Normal

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Rick Page, The Complex Sale, AribaLIVE 2011

Rick Page, The Complex Sale, AribaLIVE 2011
http://exchange.ariba.com/community/events/aribalive

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  • Ariba offers three levels of its eCommerce Accelerator program designed to meet different needs. The right package for your business depends on where you are in the eCommerce journey, your need for technical and strategic support, the number of customers you transact with through Ariba, and your vision and long-term strategy for growing your business through an eCommerce channel. Each package combines networking, marketing, and consulting offerings that take your business to the next level. We’ll help you find and connect with your existing customers on the Network, get new customers, and use the Network to service everyone more efficiently and cost effectively. Silver Level: For Suppliers Ready to Grow Their Business with Ariba The Silver package can help you deepen participation with Ariba. You get two hours of PowerNetworking services to help you find and connect with all of your existing customers on the Network, as well as marketing opportunities to find new customers (such as six months of customized banner ads on Supply Watch, our quarterly category trend report available to all members). The package also includes 10 hours of consulting services – as well as two preferred supplier designations that showcase your ecommrece capabilities. Gold Level: For Experienced Ariba Suppliers Ready to Expand Their Business If you’ve been transacting on the Ariba Network with a substantial number of customers – or already have a substantial eCommerce business and want to use the Network as a new sales channel – the Gold-level package is for you. You get five hours of PowerNetworking services, where we’ll cross-reference your customer list with the Ariba buyer list so you can drive more customers to adopt eCommerce with you. Stepping up to Gold also includes Express Content that provides greater visibility to your products and services by providing prospective customers with free, “ready-to-use” catalog content so they can easily find and begin working with your company. The Gold package also includes 40 hours of technical and strategic consulting services, three preferred supplier designations, and multiple marketing and networking opportunities. For example, you get full membership in the Ariba Supplier User Community and an opportunity to meet with the Ariba Steering Committee. Platinum Level: For Large Companies Using the Network as a Strategic Channel The Platinum-level package is designed for suppliers that are ready to become strategic partners with Ariba - companies that are already using the Ariba Network strategically and servicing many customers through it. With access to 80 hours of consulting services and dedicated account management, you can make the most of every opportunity to grow your business and engage more customers in eCommerce. Special marketing opportunities include joint press releases and PR support, plus a video testimonial on the Ariba web site. You also receive a test license for Ariba Buyer software so you can truly gauge the customer experience with your eCommerce presence thru Ariba. And with full membership in both the Ariba User Community and Ariba Steering Committee, you not only heavily influence product development, but also benefit from strategic roadmapping with Ariba executives who personally consult on how to leverage Ariba more effectively.

Sales Power Strategies: Keys to Thriving in the New Normal  Sales Power Strategies: Keys to Thriving in the New Normal Presentation Transcript

  • Sales Power Strategies Keys to Thriving in the New Normal
  • Introductions
    • Rick Page
    • Chairman, CEO and founder of The Complex Sale, Inc.
    • Sales consulting and training methodologies
    • Best-selling author
    © 2011 Ariba, Inc. All rights reserved.
  • The Meteors of Change Impact the World of Selling
    • Rick Page
    • CEO, The Complex Sale, Inc.
    © Copyright The Complex Sale, Inc. 1994-2011 © 2011 Ariba, Inc. All rights reserved.
  • Today’s “New Normal” © 2011 Ariba, Inc. All rights reserved. Forces at Work
    • Product to solutions to strategic
    • More competition, commodification
    • Up & down economy
    • Procurement gains more power
    • Political and competitive strategy
    • Approvals taking longer
    • Some sales functions are
    • moving to eCommerce
    • Salespeople who don’t
    • add value disappear
  • This Recession Is Different © 2011 Ariba, Inc. All rights reserved.
    • Not driven by inventories and manufacturing
    • Higher profits with same revenue
    • Companies actually have saved their way to prosperity
    • Depending on your margins a dollar saved in procurement equals 2 to 10 dollars in revenue
  • Fugitives of Darwin’s Law – The Disappearing Salesforce
    • Airline reservations, travel agents
    • Bank tellers - ATM
    • Stock Brokers - Schwab
    • Retail sales – Amazon, Dell
    • Car sales – AutoNation
    • Order taking – eCommerce, configurators, reverse auctions
    • Farmers, tellers – web is cheaper, better
    © 2011 Ariba, Inc. All rights reserved. eCommerce Either get in the cloud or be on a cloud
  • Four Levels of Strategy © 2011 Ariba, Inc. All rights reserved.
    • Different Techniques
    • Different Technology
    • Different Talent
    • Different Strategies
    MESSAGING STRATEGY & COACHING Sales Management Account/ Business Unit, Channel Partner Opportunities Or flows Individuals
  • Michael Porter © 2011 Ariba, Inc. All rights reserved. Where is the buyer’s company culture? Differentiated Value Low Price
  • From Product to Extended Product, to Solution, to Strategic Solution $ Value Total Cost of Ownership vs. Return © 2011 Ariba, Inc. All rights reserved.
  • Selling Strategy Based on How the Customer Buys Customer Segmentation © 2011 Ariba, Inc. All rights reserved. High Trust Low Trust Partner Buyer Solution Sponsor Competitive Repetitive Commodity Seller Partner Consultative Seller Demand Creator Hunter Farmer Teller Value & Margins Low Price eCommerce eCommerce
    • Different Talent
    • Different Strategies
    • Different Technology
    • Different Techniques
  • Segment Your Channels, Then Segment Your Customers, Then Segment Your Offerings © 2011 Ariba, Inc. All rights reserved. Company-to -Company Trust Collaboration, Differentiation, Value Lower Cost, Easy to Buy High Trust Low Trust Partner Buyer Solution Sponsor Competitive Repetitive Commodity Seller Partner Consultative Seller Demand Creator Hunter Farmer Teller Value & Margins Low Price eCommerce eCommerce
    • Different Talent
    • Different Strategies
    • Different Technology
    • Different Techniques
  • Selling Strategy Based on How the Customer Buys Customer Segmentation - Gone Wrong © 2011 Ariba, Inc. All rights reserved. Seller Partner Consultative Seller Demand Creator Hunter Farmer Teller Value & Margins Low Price High Trust Low Trust Partner Buyer Solution Sponsor Competitive Repetitive Commodity eCommerce eCommerce Airlines, Banks, Support Overkill Hit & Run Wasted
  • So What Value Does The Salesperson Bring to the Chain in Today’s Reality? Courage, Competitiveness Strategic literacy, Discernment Political savvy, High energy Leadership Passive Reactive Relationship only Task only Quote & hope No talent No process Politically naïve Focus on “our stuff” No plan Comp = $50K to $250K Travel Expense Cost of a Bad Hire = 1 to 2 times quota Turnover = 15-30% Loss rate = > 50% © 2011 Ariba, Inc. All rights reserved. Make It Happen Watch It Happen Wonder What Happened?
  • Selling Strategy Based on How the Customer Buys Customer Segmentation © 2011 Ariba, Inc. All rights reserved. Partner Buyer Seller Partner Business Partnering, Preferred Vendor Segment Works best in strategic solutions or enabling components co-designing or where your solutions form an essential part of their value chain. Major brands to Wal-Mart or Target, advertising, essential materials for mfg.; government, defense, global accounts
  • Selling Strategy Based on How the Customer Buys Customer Segmentation © 2011 Ariba, Inc. All rights reserved. Buyer Solution Sponsor Competitive Seller Consultative Seller Demand Creator Hunter Business Development, Opportunity Management, Demand Creation Segment Works best in complicated, strategic solutions in committee evaluations - software, consulting, capital equipment, medical eqpt., systems, airplanes.
  • Selling Strategy Based on How the Customer Buys Customer Segmentation © 2011 Ariba, Inc. All rights reserved. Buyer Repetitive Commodity Seller Works best on where the benefits and differentiators are easily understood. Can get greater volumes and coverage at lower cost of sales. eCommerce eCommerce Low Price Segment
  • #1 Rule in Selling © 2011 Ariba, Inc. All rights reserved. Pitney-Bowes Rebids Less Often
  • The Death Valley Sales Cycle & the Crucible The Crucible Approval Crucible
    • Divided Camps
    • Issues Change
    • Deals Stall
    • Competitive Counterattacks
    • 5. New Players
    Presentation Discovery Client Close Requirements © 2011 Ariba, Inc. All rights reserved. Logical & Rational Emotional & Political Out of Control Politics, Priorities Competition
  • CSO Insights 2011 Survey Percentage of your forecasted opportunities resulted in wins, losses, or no decision? © 2011 Ariba, Inc. All rights reserved. 46.4% 30.0% 23.6% Wins Losses No decision
  • TCS Opportunity Management Process – R.A.D.A.R. ®
    • Find the strategic Pain
    • Qualify the Prospect ?
    • Sell to Power , build preference with key stakeholders
    • Build competitive Preference early
    • Understand the political decision-making Process
    • Communicate the four-part Plan to the sales team and management
    © 2011 Ariba, Inc. All rights reserved.
  • Bummer of a birthmark, Hal © 2011 Ariba, Inc. All rights reserved.
  • Remember:
    • “ If you’re not the
    • lead sled dog,
    • the scenery never changes”
    © 2011 Ariba, Inc. All rights reserved.
  • Selling Strategy Based on How the Customer Buys Customer Segmentation © 2011 Ariba, Inc. All rights reserved. Partner Buyer Seller Partner Business Partnering, Preferred Vendor Segment Works best in strategic solutions or enabling components co-designing or where your solutions form an essential part of their value chain. Major brands to Wal-Mart or Target, advertising, essential materials for mfg.; government, defense, global accounts Preferred Vendor Major Acct. Mgr.
  • T.otal E.nterprise A.ccount M.anagement ® Best Practices Process
    • Penetrate the Account
    • Demonstrate Performance – Document Value
    • Evaluate the Client Potential & Culture
    • Radiate to New Power Sponsors Early
    • Collaborate to Solve Strategic-Level Pain
    • Elevate Executive Relationships to Trust
    • Dominate by Changing the Decision Process
    • Inoculate and Defend the Account
    © 2011 Ariba, Inc. All rights reserved.
  • T.otal E.nterprise A.ccount M.anagement ® Evaluate & Segment for Investment Objectives © 2011 Ariba, Inc. All rights reserved. Account Segmentation Repair, Reduce Investment, or Maintain? Partnership Grow the Account Preferred Vendor Penetrate A B C Platinum Gold Medallion
  • Building Relationships The First Sale is you © 2011 Ariba, Inc. All rights reserved. Alignment Acceptance Rapport Preference Performance Trust Advisor
  • Building Preference – Two Paths “Power is Invisible” © 2011 Ariba, Inc. All rights reserved.
    • Identify who has power
    • Build influence and relationships with them
    • Build relationships within your own organization
    Preference, Trust Individual Decision-Makers SOLUTION Discover -- Link -- Present Value Differentiate By itself is not enough RELATIONSHIP Influence, Prior Preference, Friendship
  • Industry Networked Consultant Political Navigation & Sponsorship Dept. 3 Point of Entry Dept. 2 Dept. 4 © 2011 Ariba, Inc. All rights reserved.
  • Selling Strategy Based on How the Customer Buys Customer Segmentation © 2011 Ariba, Inc. All rights reserved. Buyer Repetitive Commodity Seller Works best on where the benefits and differentiators are easily understood. Works well where vendor is approved and more product must be pulled through. Can get greater volumes and coverage at lower cost of sales. eCommerce eCommerce Low Price Segment
  • eCommerce Strategy Differentiation = Value, Advantage eCommerce Low Price – High Volumes, Less Cost, Unbundle Pull Value, Advantage, Differentiation Seller Buyer Commoditization = Lower Price User Dept 2 Division B Greater Volume Lower Cost of Sales Greater Discovery A win for procurement Marketing, Sales 2.0 Collaboration Content, Webinars White Papers Research, Ideas Trends, Benchmarks Web Site, Ads Best Practices Execs
  • Segmenting Sales Strategies for Success
    • Segment and allocate resources based on the way the customer buys, not necessarily size
    • For commodity buyers use a commodity strategy to keep cost of sales, functionality, and prices low
    • For value-added buyers earn preferred status or build a partnership
    • If you try to partner with a commodity buyer, you will partner yourself broke
    • Free up your expensive hunting and partnering sales talent from transactional sales
    © 2011 Ariba, Inc. All rights reserved.
  • Questions & Feedback [email_address] www.complexsale.com
  • Grow and Improve Your eBusiness Become a Strategic Partner Maximize Visibility and Networking
    • Up to 2 Designations
    • One Supplier-Group User Committee Meeting Invitation
    • Ariba.com Promotion
    • 2 Ariba LIVE Passes
    • Dedicated Inside Account Manager with Annual Business Review
    • Inside Account Mgt-led Ariba Connections Solutions
    • 10 Consulting Hours
    • Up to 3 Designations
    • One-Time Steering Committee Meeting Guest Invitation
    • Media Outreach
    • Ariba.com Promotion
    • Ariba LIVE Main Pavilion Ad and 4 Ariba LIVE Passes
    • Discounted Pricing for Ariba LIVE Booth Packages
    • Dedicated Inside Account Manager w/ Semi-Annual Business Reviews
    • Direct access to Ariba Connections Solutions
    • 40 Consulting Hours
    • Unlimited Designations
    • Steering Committee Member Status
    • Buyer-Group User Committee
    • Joint Media Outreach
    • Extended Ariba.com Promotion
    • Ariba LIVE Booth with 4 passes
    • Supplier Spotlight/Video Testimonial
    • Express Content Designation
    • Dedicated Strategic Account Manager w/ Quarterly Business Reviews
    • Ariba Buyer Test License
    • Unlimited access to Ariba Connections Solutions
    • 80 Consulting Hours
    Ariba Ready Marketing and Sales Programs © 2011 Ariba, Inc. All rights reserved.
    • Book Signing Tonight!
    • 8pm at Ariba’s “Sales Acceleration” booth
    • Free copies available (limited supply)
    © 2011 Ariba, Inc. All rights reserved.
  • Questions © 2011 Ariba, Inc. All rights reserved.
  • “Safe Harbor” and Confidential Information Statement
    • This information reflects the status of Ariba solution planning as of January 2011. All such information is the Confidential Information of Ariba (per the contract between our companies), and must not be further disclosed, as stated in the confidentiality clause of that contract. This presentation contains only intended guidance and is not binding upon Ariba to any particular course of business, product strategy, and/or development. Its content is subject to change without notice. Ariba assumes no responsibility for errors or omissions in this document. Ariba shall have no liability for damages of any kind including without limitation direct, special, indirect, or consequential damages that may result from the use of these materials.
    © 2011 Ariba, Inc. All rights reserved.
  • Sales Power Strategies Keys to Thriving in the New Normal