Becoming A Trusted Advisor - II

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Becoming A Trusted Advisor - II

  1. 1. SalesChannel  Europe  ©2011    All  rights  reserved   1
  2. 2. Becoming  A  Trusted  Advisor  Program  -­‐  II    Agenda         9.00-­‐10.30  Module  1.  Becoming  a  Trusted  Advisor   •  What  separates  good  sales  people  from  excep?onal  sales  people?   •  Understanding  the  Buyer’s  Decision  Process   10.30-­‐11.00  Coffee   11.00-­‐12.30  Module  2.  Gathering  Informa@on   •  Crea?ng  Trust  and  Rapport  using  Diagnos?c  Ques?oning  and  Inves?ga?ve  Selling   •  How  to  use  4  color  ques?ons  to  uncover  Buyer’s    needs  and  emo?ons   12.30-­‐14.00  Lunch   14.00-­‐15.30  Module  3.  Decision  Maker  Personality  Styles   •  How  to  recognize  different  Personality  Styles   •  How  to  sell  to  the  5  different  Decision  Maker  Personality  Styles   15.30-­‐16.00  Coffee   16.00-­‐17.45  Module  4.  Gaining  Access  to  the  Real  Decision  Maker   •  How  to  iden?fy  the  Real  Decision  Maker   •  Gaining  access  to  the  Real  Decision  Maker     18.00  Review  of  Day  &  Close   SalesChannel  Europe  ©2011    All  rights  reserved   2
  3. 3. SalesChannel  Europe  ©2011    All  rights  reserved   3  
  4. 4. SalesChannel  Europe  ©2011    All  rights  reserved   4  
  5. 5. SalesChannel  Europe  ©2011    All  rights  reserved   5  
  6. 6. SalesChannel  Europe  ©2011    All  rights  reserved   6  
  7. 7. LeQ:   Right:   L R •  Logical   •  Intui?on  •  Analy?cal   •  Feelings  •  Fact  based   •  Emo?onal  •  Detailed   •  Holis?c   SalesChannel  Europe  ©2011    All  rights  reserved   7  
  8. 8. SalesChannel  Europe  ©2011    All  rights  reserved   8  
  9. 9. SalesChannel  Europe  ©2011    All  rights  reserved   9  
  10. 10. SalesChannel  Europe  ©2011    All  rights  reserved   10  
  11. 11. SalesChannel  Europe  ©2011    All  rights  reserved   11  
  12. 12. The  Brain  SalesChannel  Europe  ©2011    All  rights  reserved   12  
  13. 13. LeQ:   Right:   L R •  Logical   •  Intui?on  •  Analy?cal   •  Feelings  •  Fact  based   •  Emo?onal  •  Detailed   •  Holis?c   SalesChannel  Europe  ©2011    All  rights  reserved   13  
  14. 14. SalesChannel  Europe  ©2011    All  rights  reserved   14  
  15. 15. SalesChannel  Europe  ©2011    All  rights  reserved  
  16. 16. SalesChannel  Europe  ©2011    All  rights  reserved  
  17. 17. SalesChannel  Europe  ©2011    All  rights  reserved  
  18. 18. SalesChannel  Europe  ©2011    All  rights  reserved   18  
  19. 19. SalesChannel  Europe  ©2011    All  rights  reserved   19  
  20. 20. SalesChannel  Europe  ©2011    All  rights  reserved   20  
  21. 21. SalesChannel  Europe  ©2011    All  rights  reserved   21  
  22. 22. Your  Challenge   3  “Take  Aways”   SalesChannel  Europe  ©2011    All  rights  reserved   22
  23. 23. Sales  Cycle  vs  Buyer’s  Decision  Process   1.  Prospecting 1.  Person 2.  Qualifying 2.  Company 3.  Needs 3.  Product 4.  Proposing 4.  Price 5.  Negotiating 5.  Why Now? 6.  Closing SalesChannel  Europe  ©2011    All  rights  reserved   23
  24. 24. Becoming  a  Trusted  Advisor*   Earning   Trust   Building   Rela?onships   Giving   Advice  Effec?vely   *The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000 SalesChannel  Europe  ©2011    All  rights  reserved   24
  25. 25. Characteris?cs  of  Rela?onship  Levels*   Focus Energy Spent Client Indicators of is On:   On:   Receives:   Success:  Service-based   Answers, Explaining Information   Timely, high expertise   quality   input  Needs-based   Business Problem Solutions   Problems problems   solving   resolved  Relationship- Organisation   Providing Ideas   Repeatbased   insights   business  Trust-based   Client as Understanding Safe haven Varied; eg. individual   the client   for hard Creative issues   pricing   *The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000 SalesChannel  Europe  ©2011    All  rights  reserved   25
  26. 26. SalesChannel  Europe  ©2011    All  rights  reserved   26  
  27. 27. Earning  Trust*   •  Generous  with  ideas  and  knowledge   •  Accumulated  experience  over  ?me   •  Is  about  rela?onship  over  the  long  term   •  Reciprocity   •  Shared  values  and  principles   •  Believe  that  you  will  do  what  you  say  and  say  what  you  will  do   •  Ac?ons  match  words   •  Exhibit  caring   *The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000 SalesChannel  Europe  ©2011    All  rights  reserved   27
  28. 28. Earning  Trust*   Component   Realm   Example   Credibility   Words   I  can  trust  what  he  says  about…   Reliability   Ac?ons   I  can  trust  him/her  to  do…   In?macy   Emo?ons   I  feel  comfortable  discussing  this…   Self-­‐orienta?on   Mo?ves   I  can  trust  that  he  cares  about…   "If  people  like  you  theyll  listen  to  you,  but  if  they  trust  you  theyll   do  business  with  you."  -­‐  Zig  Ziglar     *The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000 SalesChannel  Europe  ©2011    All  rights  reserved   28
  29. 29. The  Art  of  Listening  Why  Listen?   •  Uncover  needs   –  Ra?onal   –  Emo?onal   •  Iden?fy  Style   •  Create  a  Posi?ve  Impact   •  Learn  4  Levels  of  Listening:   To  Confirm   Selec?vely   Politeness   To  Learn   SalesChannel  Europe  ©2011    All  rights  reserved   29
  30. 30. The  Art  of  Listening   SalesChannel  Europe  ©2011    All  rights  reserved   30
  31. 31. The  Art  of  Listening   SalesChannel  Europe  ©2011    All  rights  reserved   31
  32. 32. The  Art  of  Listening   SalesChannel  Europe  ©2011    All  rights  reserved   32
  33. 33. 3  Time  Horizons   SalesChannel  Europe  ©2011    All  rights  reserved   33
  34. 34. The  Art  of  Listening   •  Keep  asking  ques?ons   •  Ask  a  lot  of  ques?ons   •  Shut  up  and  listen   •  Gen?le  follow-­‐up  ques?ons   •  Clarify  ambiguity   •  Summarise  what  you  have  understood   •  Earn  the  right  to  ask  PAIN  ques?ons   •  When  you  need  help  –  ask  for  it   Listen  for  what  is  different,  not  what  is  the  same.     SalesChannel  Europe  ©2011    All  rights  reserved   34
  35. 35. Communica?ng  with  Emo?on  Emo?on  =  Energy  in  Mo?on   Speak  in   Technicolor SalesChannel  Europe  ©2011    All  rights  reserved   35
  36. 36. Communica?ng  with  Emo?on   •  Energy   •  Enthusiasm   •  Body  Language   •  Ques?oning   •  Listening   •  Note  Taking   •  Sincere  Interest   •  Emo?ons  move  people  to  ac?on   Must  have  convic@on:   •  People  make  decision  based  on  emo?on  and  jus?fy  with  ra?onal  reasons   •  Must  give  them  both  emo?onal  reasons  and  ra?onal  arguments    “The  height  of  your  accomplishments  will  equal  the  depth  of  your  convic?ons.”    -­‐  William  F.  Scolavino   SalesChannel  Europe  ©2011    All  rights  reserved   36
  37. 37. The  Prospec?ng  Mindset  UNconven@onal  Wisdom  •  Top  sales  performers  are  construc?on  workers  •  Sustainable  performance  in  sales  =  building  a  Pipeline  •  Building  a  Pipeline  =  Prospec?ng   SalesChannel  Europe  ©2011    All  rights  reserved   37
  38. 38. The  Prospec?ng  Mindset  THE  SALES  SUCCESS  FORMULA   Exposure   x   Hit  Rate   =   SALES   SalesChannel  Europe  ©2011    All  rights  reserved   38
  39. 39. The  Prospec?ng  Mindset  The  Rule  of  Change   If you do what you have always done You will get what you have always had SalesChannel  Europe  ©2011    All  rights  reserved   39
  40. 40. The  Prospec?ng  Mindset   “T-­‐H-­‐I-­‐N-­‐K”    Thomas  Watson,  CEO  IBM,   Dec,  1911   “Think  Different”    Apple  Computer,   Sept,  1997   “Think  Deviant”    Today   SalesChannel  Europe  ©2011    All  rights  reserved   40
  41. 41. My  Top  10  Prospec?ng  Techniques   1.  The  Newspaper   2.  Exhibi?ons,  Trade  Shows,  Conferences  and  Conven?ons   3.  The  Magic  of  Networking   4.  Networking  on  the  Web   5.  Create  leads  by  making  speeches  and  other  public  appearances   6.  Leverage  their  Supply  Chain   7.  Journalists   8.  Referrals   9.  Event  Invita?ons   10.  Never  eat  alone   SalesChannel  Europe  ©2011    All  rights  reserved   41
  42. 42. Selling  Your  Ideas   Your  ideas   You   Your  Company   Products  &  Services   SalesChannel  Europe  ©2011    All  rights  reserved   42  
  43. 43. What  is  Persuasion?   Persuasion    =    Convince    +    Move  to  Ac@on   •  Accept   •  Buy  in   •  Agree   •  Commitment     •  Change  Mind   •  Commitment  to   •  Move  posi?on   take  ac?on   SalesChannel  Europe  ©2011    All  rights  reserved   43  
  44. 44. Building  Trust  TRUST   SalesChannel  Europe  ©2011    All  rights  reserved   44
  45. 45. Building  Trust  –  The  ‘R’  Factor  RELEVANCE   SalesChannel  Europe  ©2011    All  rights  reserved   45
  46. 46. “No  one  cares  how  much  you  know,  un?l  they  know   how  much  you  care.”     Ralph  Waldo  Emerson   SalesChannel  Europe  ©2011    All  rights  reserved   46
  47. 47. Building  Trust  through  Communica?on  •  It’s  not  what  you  say.  It’s  what  you  ask.  •  You  can  tell  a  man  is  clever  by  his  answers.   You  can  tell  a  man  is  wise  by  his  ques?ons.  •  I  promote  discovery  for  others  by  asking   purposeful  ques?ons.  •  Diagnose  before  you  prescribe.  •  Effec?ve  communica?on  is  20%  what  you  know   and  80%  how  you  feel  about  what  you  know.  •  Great  listeners  ask  great  ques?ons,  take  careful   notes,  and  then  summarise  what  they  have  heard   Listen Ask•  Two-­‐thirds  of  selling  occurs  in  ques?oning  phase   SalesChannel  Europe  ©2011    All  rights  reserved   47
  48. 48. Building  Trust  Through  Communica?on   “Seek  first  to  understand,  then  to  be  understood”   -­‐  Stephen  R  Covey   SalesChannel  Europe  ©2011    All  rights  reserved   48
  49. 49. Why  Ask  Ques?ons?   •  Uncover  needs   –  Ra?onal   –  Emo?onal   •  Iden?fy  Style   •  Create  a  Posi?ve  Impact   •  Learn   SalesChannel  Europe  ©2011    All  rights  reserved   49
  50. 50. Ques?ons,  Ques?ons,  Ques?ons  Ques?ons  Funnel   Broad  Needs   Specific  Needs   Leverage  Ques?ons   High  Yield  Needs   Drill  down  to  find  those  high  yield  ques?ons   SalesChannel  Europe  ©2011    All  rights  reserved   50
  51. 51. Ques?ons   Closed  Ques@ons:   Open  Ques@ons:   Is   Who   Are   What   Was   Where   Were   When   Have   Why   Has   How   Will   Tell  me  about…   Do   Give  me  an  example…   Does   Describe  for  me….   Can   Give  me  a  wish  list…   Would   Please  explain  to  me…   Could   SalesChannel  Europe  ©2011    All  rights  reserved   51
  52. 52. Why  Ask  Diagnos?c  Ques?ons*?   1.   Facts   2.   Opinions   3.   Feelings   *Source: Based on Diagnostic Selling® from the book Exceptional Selling by Jeff Thull, John Wiley & Sons Inc. © 2006 www.primeresource.com SalesChannel  Europe  ©2011    All  rights  reserved   52
  53. 53. 3  -­‐  Level  Ques?oning   Ques?on  Area  1 Ques?on  Area  2 Ques?on  Area  3 1.   1.   1.   2.   2.   2.   3.   3.   3.   SalesChannel  Europe  ©2011    All  rights  reserved   53
  54. 54. 7  Ques?ons  Dream  Holiday  Exercise   SalesChannel  Europe  ©2011    All  rights  reserved   54  
  55. 55. Building  Relevance  –  The  ‘C’  Factor  CURIOSITY   SalesChannel  Europe  ©2011    All  rights  reserved   55
  56. 56. The toothbrush is an instrument used to clean teeth, consisting of a small brush on a handle. Toothpaste, often containing fluoride, is commonly added to a toothbrush to aid in cleaning. Toothbrushes are offered with varying textures of bristles, and come in many different sizes and forms. Most dentists recommend using a toothbrush labeled "Soft", since firmer bristled toothbrushes can damage tooth enamel and irritate gums as indicated by the American Dental Association. Toothbrushes are often made from synthetic fibers, although natural toothbrushes are also known in many parts of the world.SalesChannel  Europe  ©2011    All  rights  reserved   56  
  57. 57. SalesChannel  Europe  ©2011    All  rights  reserved   57  
  58. 58. SalesChannel  Europe  ©2011    All  rights  reserved   58  
  59. 59. The  Psychology  of  Change*   Posi?ve   Posi?ve   Posi?ve   Present   Future   Sustain   Again   Nega?ve   Nega?ve   Present   Future   Change   Avoid   Nega?ve   *Source: The Prime Solution by Jeff Thull, Dearborn © 2005 www.primeresource.com Present   Future   SalesChannel  Europe  ©2011    All  rights  reserved   59
  60. 60. Asking  Ques?ons  in  Colour   Current  situa@on  White  Ques?ons Facts,  data  &  informa?on   white  snow:  pure,  cold  hard  facts  Green  Ques?ons   Desired  situa@on   future  state   Grass,  trees,  growth,  can  become   Obstacles  Black  Ques?ons     important,  powerful   Dark,  night  ?me,  can’t  see  in  the  dark.  Turn  on  the  light  to  see   what  stands  between  current  situa?on  and  desired  situa?on.    Red  Ques?ons       Feelings   fire,  explosive  color,  highly  emo?onal   +ve  Red  Ques?ons.  “If    you  over-­‐achieve  your  goal  for  the  year   what  will  be  the  impact  on  you?  Your  team?  Your  Boss?  Your   Business  Unit?”   -­‐ve  Red  Ques?ons:    “If  you  miss  your  goal  by  15%  for  Q2,  what  will   be  the  likely  impact  on…..” SalesChannel  Europe  ©2011    All  rights  reserved   60
  61. 61. Good  ques?ons  will  answer  these  ques?ons:   How  To  Sell   What  To  Sell   Strategy   Product,  Service,  Solu@on   •  Buying  Influences   •  Needs   –  problems   •  Time  Frame  (Urgency)   –  opportuni?es   •  Compe??on   (perceived  strengths  &  weaknesses)   •  Issues   –  understand  internal  poli?cs   –  company   –  Who  influences  it?   –  personal   –  Who  is  affected  by  it?   –  money   –  What  is  real  decision  making  process?   •  How  to  communicate  our  ideas   SalesChannel  Europe  ©2011    All  rights  reserved   61  
  62. 62. Trusted  Advisor  =  Gathering  Informa?on   SalesChannel  Europe  ©2011    All  rights  reserved   62  
  63. 63. Group  Exercise  -­‐  1:  Informa?on  Gathering  1.  7  Ques?ons  to  get  to  the  real  issue   •  Travel  Agent  –  Ideal  Holiday   •  Luxury  Goods  Store  –  Special  Gix   •  Bank  –  Banking  Services  to  meet  your  special  requirements    2.  Asking  Ques?ons  in  Colour  in  a  typical  business  scenario   Imagine  you  are  at  your  next  client  mee?ng   White  Ques?ons 1.  Exis?ng  customer:   •  uncover  usage  gaps  in  current  service   Green  Ques?ons   •  Iden?fy  unfilled  needs   2.  New  customer  prospect:   Black  Ques?ons     •  uncover  PAIN/GAIN  drivers   •  Priori?se  with  RED  ques?ons    Red    Ques?ons       SalesChannel  Europe  ©2011    All  rights  reserved   63
  64. 64. Decision  Maker  Personality  Styles   SalesChannel  Europe  ©2011    All  rights  reserved   64  
  65. 65. Communica?on  Styles   L R LeQ:   Right:  •  Logical   •  Intui?on  •  Analy?cal   •  Feelings  •  Fact  based   •  Emo?onal  •  Detailed   •  Holis?c   SalesChannel  Europe  ©2011    All  rights  reserved   65  
  66. 66. Communica?on  Styles    Spontaneous  Asser?ve     Cau?ous    Controlled   SalesChannel  Europe  ©2011    All  rights  reserved   66
  67. 67. Communica?on  Styles   Spontaneous Expressive! Amiable!Assertive Cautious Driver! Analytical! Controlled SalesChannel  Europe  ©2011    All  rights  reserved   67
  68. 68. Communica?on  Styles   Spontaneous Expressive! Amiable! Big picture focus People / Team focused Creative thinkers High empathy Low attention to detail Supportive, loyal Healthy ego Consensus driven Competitive – ambitious Avoid conflict High- energyAssertive Cautious Driver! Analytical! Objective focused Process oriented Impatient / Decisive Logical / Sequential Direct / Short answers Rational Proud of achievements Details OK with conflict Prudent Controlled SalesChannel  Europe  ©2011    All  rights  reserved   68
  69. 69. Communica?on  Styles   People Reading Spontaneous   Expressive! Amiable! Ego Group Who & What Q’s Who & How Q’s People Recognition HarmonyDominant   Easy  Going   Tell Loud FASTER PACE SLOWER Quiet AskAsser@ve   Cau@ous   Achievement Correctness What & When Q’s Task How & Why Q’s Results Detail Driver! Analytical! Controlled   SalesChannel  Europe  ©2011    All  rights  reserved   69
  70. 70. Communica?on  Styles   Adap?ng  your  style   Spontaneous Expressive! Amiable! Recognize their success Build rapport first Acknowledge expertise Get to know them Be concise Avoid conflict Propose challenges Non business linkAssertive Cautious Driver! Analytical! Direct answers Give evidence Say once – say well Explain logic / process Be prepared Show details Key info upfront then bottom line Controlled SalesChannel  Europe  ©2011    All  rights  reserved   70
  71. 71. Pitching  to  Win   SalesChannel  Europe  ©2011    All  rights  reserved   71  
  72. 72. ABC  Inc.  Corporate  Overview     •   Established  in  1967   •   13,051  employees  world  wide   •   Offices  in  42  countries   •   Revenues  $1.56B   •   First  vendor  to  launch  RISC  technology  in  1978   •   Ranked  #1  by  IDG  Market  Study  2006   •   Won  the  AGP  Gold  Quality  Award  in  2007   SalesChannel  Europe  ©2011    All  rights  reserved   72  
  73. 73. Audience  Buy-­‐in   “AQer  Effect”  Focused  Agen@on   Audience  Buy-­‐in   Audience  Agen@on   SalesChannel  Europe  ©2011    All  rights  reserved   73  
  74. 74. Audience  Buy-­‐in   “AQer  Effect”  Focused  Agen@on   Audience  Buy-­‐in   Audience  Agen@on   SalesChannel  Europe  ©2011    All  rights  reserved   74  
  75. 75. Audience  Engagement   X Us   Them   NOW   Our   Their   Past   Future   SalesChannel  Europe  ©2011    All  rights  reserved   75
  76. 76. “Tell  me  a  fact  and  I  believe.   Tell  me  a  truth  and  I  learn.  Tell  me  a  story  and  it  will  live   in  my  heart  forever.”     Mark  Twain   SalesChannel  Europe  ©2011    All  rights  reserved   76
  77. 77. Crea?ng  Ideas  that  S?ck  –  CREDIBLE   CREDIBLE SalesChannel  Europe  ©2011    All  rights  reserved   77
  78. 78. Crea?ng  Ideas  that  S?ck  –  CREDIBLE,  EMOTION  IN CREDIBLE SalesChannel  Europe  ©2011    All  rights  reserved   78
  79. 79. Crea?ng  Ideas  that  S?ck   Persuasive  (s@cky)  ideas:    S?cky  =  understandable,  memorable,  and  effec?ve  in  changing   thought  or  behaviour   Six  Principles:   •  S      -­‐    Simple   •  U    -­‐  Unexpected   •  C      -­‐  Concrete   •  C      -­‐  Credible   •  E      -­‐  Emo?ons   •  S      -­‐  Stories   SalesChannel  Europe  ©2011    All  rights  reserved   79  
  80. 80. Crea?ng  Ideas  that  S?ck   SalesChannel  Europe  ©2011    All  rights  reserved   80  
  81. 81. Crea?ng  Ideas  that  S?ck  –  UNEXPECTED,  STORY   SalesChannel  Europe  ©2011    All  rights  reserved   81
  82. 82. Crea?ng  Ideas  that  S?ck   SalesChannel  Europe  ©2011    All  rights  reserved   82  
  83. 83. SalesChannel  Europe  ©2011    All  rights  reserved   83  
  84. 84. SalesChannel  Europe  ©2011    All  rights  reserved   84  
  85. 85. SalesChannel  Europe  ©2011    All  rights  reserved   85  
  86. 86. Crea?ng  Ideas  that  S?ck   Get  People  to  Act  :   •  Remember  how  SUCCESS  helps  people  to:     –  Pay  a}en?on      Unexpected   –  Understand  and  remember  it  Concrete   –  Believe  and  agree    Credible   –  Care        Emo?onal   –  Be  able  to  act  on  it    Stories   SalesChannel  Europe  ©2011    All  rights  reserved   86  
  87. 87. Group  Exercise  -­‐  2:  Pitching  to  Win   Imagine  you  are  at  your  next  client  mee?ng   1.  You  can  ONLY  talk  about  how  you  have  helped  similar  customers  facing   similar  problems     •  Travel  Agent  –  Ideal  Holiday   •  Luxury  Goods  Store  –  Special  Gix   •  Bank  –  Banking  Services  to  meet  your  special  requirements   Game:     2.  Lose  1  point  every  ?me  you  men?on:   •  Your  company   •  Your  product/service/solu?on   •  Your  past   3.  Win  3  points  every  ?me  you  men?on:   •  Them  (their  issues/problems/concerns/challenges/constraints)   •  Their  future   SalesChannel  Europe  ©2011    All  rights  reserved   87
  88. 88. Gaining  Access  to  the  Decision  Maker   SalesChannel  Europe  ©2011    All  rights  reserved   88  
  89. 89. Decision  Making   Caption: "No decision — theyre still sleeping on it." © 2002 The New Yorker Collection from cartoonbank.com. All Rights Reserved. SalesChannel  Europe  ©2011    All  rights  reserved   89
  90. 90. Naviga?ng  the  Client  Organisa?on   Execu@ve   Value   Opera@onal   Needs   Management   Cost   Business   Needs   Opera@ons   Price   SalesChannel  Europe  ©2011    All  rights  reserved   90  
  91. 91. Thinking  at  3  Time  Horizons   Business   Drivers   Execu@ve   Value   Management   Cost   Opera@ons   Price   Opera@onal   Needs   SalesChannel  Europe  ©2011    All  rights  reserved   91  
  92. 92. The  Pain  Chain™  Organiza?onal  Interdependence   Shareholders *according to Solution Selling CEO VP VP VP VP Marketing Sales Production Finance$ “The Budget Line” $ Quality Director Manager MIS SalesChannel  Europe  ©2011    All  rights  reserved   92  
  93. 93. Organisa@onal  Pain  Chain™   Job Title: CEO Pain: Share price decreasing Reasons: Eroding profits Job Title: VP Finance Pain: Eroding profits Reason: Missing sales targets *according to Reason: Loosing shelf space Solution Selling Job Title: VP Marketing Pain: Loosing shelf space Reasons: 1. Unfulfilled orders 2. Customers not offered alternatives 3. Customers not aware of promotions Job Title: VP Sales Pain: Missing sales targets Reasons: 1. Customers must order from salespeople 2. Customers not aware of promotions 3. Customers lack sales attention 4. Too much time w/existing customers SalesChannel  Europe  ©2011    All  rights  reserved   93  
  94. 94. Naviga?ng  the  Client  Organisa?on   Authority   Influence   Manufacturing   Marke?ng   R&D   Finance   SalesChannel  Europe  ©2011    All  rights  reserved   94  
  95. 95. Naviga?ng  the  Client  Organisa?on  Types  of  Approval   •  Sponsor   •  Power  Sponsor   •  End  User   •  Beneficiary   •  Adversary   •  Legal  /  Technical  /  Admin   •  Financial   SalesChannel  Europe  ©2011    All  rights  reserved   95  
  96. 96. 1. Selling to the roleSalesChannel  Europe  ©2011    All  rights  reserved  
  97. 97. 2. Selling to the Person SalesChannel  Europe  ©2011    All  rights  reserved   97  
  98. 98. CREATE  Insights   The  Brain   SalesChannel  Europe  ©2011    All  rights  reserved   98
  99. 99. Sales  Performance  Mo?va?on        David  R  Ednie   President  &  CEO   SalesChannel  Europe  SARL   Ph:    +33  676  600  925   Email:  david@saleschannel-­‐europe.com   Blog:  h}p://saleschannel.blogspot.com   Website:  www.saleschannel-­‐europe.com   SalesChannel  Europe  ©2011    All  rights  reserved   99  

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