Selling to the Enterprise: Value Statements, Buyer Types & Stages of the Sale

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Presentation slides from the June 6, 2013 "Selling to the Enterprise" workshop presented by Scott Sambucci at PARISOMA in San Francisco, CA.

The workshop focused on developing Value Statements, Identifying Buyer Types, and moving sales opportunities through the Stages of the Sale.

Questions? Call or email Scott directly at (415) 596 0804 | scott@salesqualia.com

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Selling to the Enterprise: Value Statements, Buyer Types & Stages of the Sale

  1. 1. +Selling to the EnterpriseScott Sambucci | SalesQualiawww.salesqualia.comPARISOMA2013-06-06
  2. 2. +Your GoalDevelop a predictable, replicable, andscalable sales framework that you canmanage.
  3. 3. +What we’ll cover today1. Value Statements2. Buyer Types3. Stages of the Sale
  4. 4. +Why Me?@salesqualia | www.salesqualia.com415-596-0804 | scott@salesqualia.com
  5. 5. +The Mathematics of SellingSolving Problems > Selling Products
  6. 6. +ValueStatements
  7. 7. +Osterwalder’s Value PropositionCanvasSource: http://www.businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html
  8. 8. +Value Statement ≠ Value PropositionValue Proposition  EnterpriseValue Statement  Buyer
  9. 9. + “What job are your customers hiring you todo?”-Clayton ChristensenWrite down your Value Statement.[EXERCISE][2 mins]
  10. 10. +Why do people buy?1. Increase revenue2. Reduce costs3. Increase efficiency4. Reduce Risk
  11. 11. + “What job are your customers hiring you todo?”-Clayton ChristensenRe-write your Value Statement, framingyour product in terms of the customer’sproblem, not your solution.Hint: Remember the four (4) reasons people buy.[EXERCISE][5 mins]
  12. 12. +People:Living organismsthat buy your stuff
  13. 13. +Buyer Types (think: Personas)USER BUYERECONOMIC BUYERTECHNICAL BUYERCHAMPION
  14. 14. +About the Doorman…An Introduction is NOT a Referral
  15. 15. 145321 – Program Manager2 – Marketing Communication3 – CEO4 – Contracting5 – Information Technology
  16. 16. Hey Scott,Received this email from Damien at The Presidio last night. This basically confirmswhat you were talking about yesterday; let me know what kind of a response youbelieve I should get back to him with.Thanks,--------------- Forwarded message ----------From: ______Date: Thu, Feb 28, 2013 at 6:07 PMSubject: RE: _____follow upTo: ________Hi ----,Thanks for stopping by. As mentioned we don’t have a budget to work with at themoment. That might change by summertime. Please give me a buzz then!Thanks~-----
  17. 17. +Identify the purchasing motivation for eachbuyer[EXERCISE]
  18. 18. +EXERCISEValue Statements for each Buyer Type:“For [insert buyer type], we …”[10 minutes]
  19. 19. +EXTRA EXERCISE Use a current sales situation & your points ofcontact Draw a 3-column grid, then list your Buyer Types.Buyer Type (Persona) | Name of Person |Motivation Write down each buyer’s motivation to purchaseyour product. How does your Value Statement change for eachperson?
  20. 20. +The Rules ofEnterpriseSelling
  21. 21. +The sale always takes longerthan you think it should andlonger than the prospect tellsyou it will.Assume 1 month per $10,000
  22. 22. The decision-maker that countsthe most is generally invisible toyou.
  23. 23. There is always more thanone decision-maker.
  24. 24. It’s never about price.
  25. 25. +Sales Interactions per RevenueRevenue per year # of sales interactions$10 1$100 2$1000 4$10,000 8$100,000 16$$1,000,000 32$$10,000,000 64$$100,000,000 132
  26. 26. +Stages of theSale
  27. 27. +Stages of the [Enterprise] Sale1. Needs Analysis Your Value Statement& Initial questions3. Resolution of Concerns”Technical” Demo &Objections Questions2. Evaluation ofOptions “Business” Demo4. Implementation Decision, Contract &Forever After[EXERCISE}Source: “Major Account Sales Strategy” by Neil Rackham
  28. 28. +Stage 1: Needs Analysis Similar to “Customer Discovery”Confirm | Ask | Explore Do NOT lead the witness. Prospect must state the problem “SPIN” Question Framework
  29. 29. +Look for Signals Actively seeking a solution? You vs Competition How long has this been a problem? Who might be a detractor? “With our system you can get rid of that home-grown piece of junk that you have.”
  30. 30. + EXERCISEWhat are the early warning signals inyour sales process?[2 mins]
  31. 31. + Stage 2: Evaluation of OptionsWhere deals go to die… Remember your Value StatementsRevenue-Cost-Efficiency-Risk
  32. 32. +The Demo How far you can move the sale WITHOUTshowing your product?
  33. 33. +“Looks great!Send me a proposal.”
  34. 34. +The Power of Inertia Important vs Urgent Maintain Control
  35. 35. + EXERCISEHow can you maintain control of thesale?[5 mins]
  36. 36. +Stage 3: Resolution of Concerns I thought we were friends? “That’s a good question…” Trial closes
  37. 37. +Stage 4: Implementation“Let’s get started…”
  38. 38. +EXERCISE Draw a 4-column grid. Think about 2-3 sales opportunities you are working right now. Label four (4) stages to the sale.Client| Sales Stage| How do you know? | Next steps1. Determine the stage for your opportunity2. How do you know? (Hint: Remember the Buyer PersonasExercise)3. What are your next steps?[10 minutes]
  39. 39. +What we’ve covered today1. Value Statements2. Buyer Types3. Stages of the Sale
  40. 40. +A Few Resources Startup Selling (book): http://www.amazon.com/Startup-Selling-sell-really-have/dp/1468159240/ Personas for Customer Development:http://grasshopperherder.com/personas-for-customer-development/ Buyer Types & Personas:http://topliners.eloqua.com/servlet/JiveServlet/previewBody/1663-102-2-2110/Persona%20Development.pdf Product Demos: http://www.amazon.com/Great-Demo-Stunning-Software-Demonstrations/dp/059534559X
  41. 41. +Startup Selling:How to sell if you really, really have to and don’tknow how
  42. 42. +Find MeScott Sambucci| SalesQualia@salesqualia | www.salesqualia.comwww.youtube.com/salesqualiawww.quora.com/scott-sambucci-salesqualia415-596-0804 | scott@salesqualia.com
  43. 43. +Improve SalesPerformance.Sell More Stuff.Advisory | Coaching | TraininSoftwareScott Sambucciscott@salesqualia.com@salesqualia(415) 596-0804www.salesqualia.com

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