Quiterian Sales guideline “Show them the benefits and they will buy”www.quiterian.com For the Quiterian Analytics’ sales force Sept‐2011
Index d Introduction Rule #1 ‐ Customers only buy Benefits Rule #2 – Our enemy is the Statu y Q Quo Rule #3 – The Value Proposition For Me Rule #4 – Selling is a P Process Rule #5 – Make the sales Check List Rule #6 – Analytics is an Attitude Rule #7 – More activity means more S l Sales
IntroductionQuiterian’s mission is to significantly contribute to improve companies’ competitiveness. Quiterian is committed to providing innovative cost effective faster and easier is committed to providing innovative, cost effective, faster and easier analytical solutions to our customers to help them to be more competitive.Our personal commitment consists of working hard in favor of our customers’ goals through the path of Excellence. th h th th f E llThis sales guideline is aimed at helping the sales force to achieve our goals according to ‘Excellence’ principles.Hope it is useful for you. Josep Arroyo Founder & CEO Quiterian
Rule #1 ‐ Customers only buy b benefits fSo, Identify where the opportunity is. This is a consultative selling: So Identify where the opportunity is This is a consultative selling: Ask for the problem to solve, identify the benefit to provide.Opportunities for the LoB (C level Line of Business):1 – Efficiencya) More outcomes (sales, collections, manufacturing, campaign responses, …)b) Less resources (less costs, higher business process performance)2 – Agility –2 Agility Anticipationa) Avoiding things to happen (customers churn, default, failures, …)b) Reacting faster when things happen ) g g pp3 – Effectiveness – Knowledge – Competitive AdvantageDoing things in a better way. Just integrate all relevant information in a single point, perform advanced analytics and enable a faster decision making i t f d d l ti d bl f t d i i ki
Rule #1 ‐ Customers only buy b benefits fSo, Identify where the opportunity is. This is a consultative selling: So Identify where the opportunity is This is a consultative selling: Ask for the problem to solve, identify the benefit to provide.Opportunities for IT (CIO, CTO):1 Reduce IT costs1 – Reduce IT costsReducing dramatically BI maintenance costs for any new user requirement (users are 100% self‐sufficient to answer any new question)2 – User’s Agility and satisfactionUsers are self‐sufficient to answer any new question, at any time, on the fly3 – Business alignment – Competitive AdvantageUser empowerment and autonomy, high performance, advanced analytics to make faster and more accurate decisions k f t d t d ii
Rule #1 ‐ Customers only buy b benefits f SummaryBe sure that the decision maker believes in ‐ The problem we can solve / The benefit they can obtain The problem we can solve / The benefit they can obtain Unless we identify a problem to solve / a benefit to generate, we do not have Unless we identify a problem to solve / a benefit to generate we do not have an opportunity to sell.The closer to the core the problem is, the higher the value perceived and the confidence required are.
Rule #2 – Our enemy is the Statu QuoQQuiterian falls into the marketing category of “since it is an innovative g g y solution, customers don’t know that a problem can be solved”. So , the key factor for selling is the Value Proposition: the problems we solve.Don’t care about competition – Quiterian positioning is uniqueDon’t care about price – Highlight the benefits, quantify themDon’t care about budget – Someone willing to buy always finds the way ’ b b d ll b l f d h to close the deal with the chosen vendorWe have to identify reasons and impact for moving forward:a) Personal motivations for the decision makerb) Align the impact of moving forward with corporate goals and Align the impact of moving forward with corporate goals and prioritiesc) Quantify the impact of not doing anything (business opportunities being lost / risks / threats / saving) b i l t / i k / th t / i )
Rule #3 – The Value Proposition For MeQuiterian is able to do unique things than nobody else is able to:Quiterian is able to do unique things than nobody else is able to:‐ Integrating large data sets from heterogeneous sources very fast‐ Answering any unexpected question instantly, with large data sets‐ Doing fast, easy, advanced and predictive analytics that provide high business value ‐ Working on a very light hardware in a highly secured web platform Working on a very light hardware in a highly secured web platform “BUT what is Quiterian able to do For Me?”Welcome to the Consultative Sales world based on expert advice ThenWelcome to the Consultative Sales world based on “expert advice”. Then you only have three options to be successful:1 – You are an expert in that matter, so you know which the pains are2 – You are an expert in business process, so you know how to interact 2 You are an expert in business process so you know how to interact with decision makers to find the pains / the opportunities and the benefits3 – You are a Product expert able to interact only with CTO/CIO/ BI 3 Y P d t t bl t i t t l ith CTO/CIO/ BI Director / BI Users
Rule #3 – The Value Proposition For MeNo matter which sales profile you are, you have to identify the No matter which sales profile you are you have to identify the pains to solve / the benefits to provide. Everybody has problems that need to be solved.Recommendation: Ask, ask, ask … for the pains! Then, build an Unique Value Proposition for them.
Rule #3 – The Value Proposition For MeEven when the generic UVP applies for almost everybody, we will Even when the generic UVP applies for almost everybody we will ensure that we have an specific Value Proposition for our specific Decision Maker.The Specific Value Proposition solves a specific problem / Presents p p p p / a specific Benefit for the decision maker’s company.We can waste lot of time talking about generic Value. Don’t forget that the only value that makes move into action is “The Value that I perceive for Me. So, what can you do for me?”
Rule #4 – Selling is a Process“The Deal is the consequence of a right process. Follow the process.”1. First Visit and Demo (FVD): The demo brings the light. Opportunity? a) Ask to Identify the opportunity (Problem to solve / Benefit to get). Use Killer questions according to the benefits and pains to solve. i.e. • How long does it take you to discover a new opportunity or to receive a new answer for a new question? • Do you want to be more agile than your competitors? Do you want to be anticipative? • Can you afford not to consider all available data sources and analytical techniques or predictions? • Can you afford not to be anticipative to relevant threats (i.e. customer churn, default, machinery Can you afford not to be anticipative to relevant threats (i e customer churn default machinery failure, …)? • How much does it cost you to lose a customer? Could it be predicted? • Decisions are made with the information that we know. Do you have all the relevant information in your hands before making a decision? • Information hides unknown cause – effect relations, patterns, trends, … do you want to compete Information hides unknown cause effect relations patterns trends do you want to compete without this relevant insights? b) Explain the general benefits and the specific problems to be solved “for them” c) Demo: Show the “sexy things” according to the audience and problems to solve d) Confirm that they perceive the Opportunity / we can solve the pains / they get f h h h / l h / h Benefits e) Identify “buying” signals (asking for the price, implementation time, HW requirements, …) f) The POC (proof of concept) is the natural next step required by a prospect. Never force it
Rule #4 – Selling is a Process2. POC (Proof of concept): Verifying the value a) Follow always the methodology b) Confirm that they perceive the value c) Ask for concerns, breaks, accelerators, agenda3. Offer / Quotation: To scope the project3 Offer / Quotation To scope the project a) Price has been tied by provided value b) Give them alternatives (On Premise / SaaS)4. Negotiation and signature: To confirm the commitment a) Ask for the signature b) If the process was correct, the signature is just a formality
Rule #5 – Make the sales Check List h kEnsure that everything is right. Tune your expectations and improve y g g y p p1. Do they have the Analytical culture?2. Is the decision maker (DM) leading the process? a) Users can validate the product but never make a decision Users can validate the product but never make a decision b) Identify supporters and “enemies” because they will interact with the DM3. Validate the strength of the Pain solved / Benefit perceived a) Weak Value Proposition (VP) doesn t move to Action Weak Value Proposition (VP) doesn’t move to Action b) Strong and core VP tie to higher price c) LoB looks for different VP than IT. Accommodate the VP to DM4. The internal agenda: priority #1 projects stop your project g p y p j py p j a) Align Benefits to be provided with corporate goals b) Quantify the impact of not doing anything5. Are they looking for reporting / dashboard / traditional Data Mining? y g p g g a) Be sure that you are able to change the process, criteria, focus, shortlist b) Changing a process is almost impossible, be sure that they prefer Visual DM6. Is there anything you can do to make them move forward NOW? a) Pay attention to DM’s personal agenda b) Be close to the company’s environment to identify opportunities / threats
Rule #6 – Analytics is an Attitude dLeadership is an attitude.Leadership is an attitudeWilling to improve is an attitude. p y gNo matter what the company size is. No matter how big the data volume is. No matter which the industry is.We only sell when we find the Analytical Attitude. Someone is able to improve something. Don’t waste your time with “laggards”. i hi ’ i i h “l d”How do they look like?‐ Th These companies have business analysts i h b i l t‐ These companies are used to be industry leaders‐ They are business innovators They are business innovators‐ They want / need to improve‐ They over perform among competitors They over perform, among competitors
Rule #7 – More activity means more Sales lTo get one deal done you need several prospects (i.e. 10).To get one deal done you need several prospects (i e 10)Working 10 prospects will not give you 1 deal but working 30 prospects will bring you 3 deals. prospects will bring you 3 deals.The innovative nature of Quiterian drives us to an educationalThe innovative nature of Quiterian drives us to an “educational” sales process. It takes time to accept that there is a problem and that this new problem demands a solution.Activity also means the necessary persistence in our sales process y yp p to convince our prospects and push their acceptance process in an educational way.
Thanks!! Analysis is an attitude www.quiterian.com | firstname.lastname@example.org“Quiterian helps companies to be more competitive. Show them the benefits and they will buy”. Jb fit d th ill b ” Josep Arroyo ‐ CEO Q i i A CEO ‐ Quiterian