2010 Fortune Sales & Marketing Summit Takeaways

Fortune Sales & Marketing Summit Presentation Highlights May 6, 2010

In a Nutshell
Focus on the customer
Focus on outcomes (you and them)
Build value early
Measure

Mastering the Complex Sale

Top Ten Challenges
Rapid commoditization of complex solutions
Severe pricing pressures / loss of margins
Drawn out sales cycle
Strong competitive moves
Inability to connect at the executive level
Inability to manage quality buying decisions
Unpredictable forecasts
Missed windows of opportunity
Customers are changing buying strategies
Everyone is working their own system

Ensure your customers will:
Pre-Sale
Comprehend the value you can deliver
Post-Sale
Maximize the value you promise

Diagnostic Sales Process
Discover
Diagnose
Design
Deliver

Buying & Changing
Why do people buy?
Need, desire, get ahead, ego, problems, keep up
Positive, future, solution
Why do people change?
Fear, discomfort, frustration, dissatisfaction, lack, pressure, forced
Negative, present, situation

The diagnostic path
Start with positive present ( sustain ), discover negative present ( change ), address negative future ( avoid ), then present the positive future ( attain )

Seven questions to answer prior to any presentation/proposal
So what!
What are the consequences?
How much is it costing them?
Do they know?
Who cares?
Are we talking to them?
Who’s doing the value translation?

Other Key Ideas
Always be leaving
Sales is about reducing risk
If you feel pressure, you’re doing something wrong
The customer is emotionally involved, but you cannot be
Ask customers questions they haven’t thought to ask themselves
Stop presenting!

Spectacular success is always preceded by unspectacular preparation

Reality Marketing

Seven stages of a purchase
Problem recognition & pain
Information search
Emotional preference
Evaluation of alternatives
Rationalization
Purchase
Post-purchase evaluation

Five Keys to Reality Marketing
Quantifiable
Prospect-focused
goal-oriented
High ROMI
Remarkable

Red/Blue Test
Circle self-centered content in red
Circle prospect-centered content in blue
Do you have more blue than red?

John Assaraf

Six steps to accelerate success
Gain clarity on goals
Develop mindset, beliefs, habits to win
Develop strategies/tactics for growth
Develop processes/systems for accountability
Take consistent daily action
Review, modify, fine-tune

Tony Hsieh

Customer Experience
What do customers expect?
What do customers actually experience?
What emotions do customers feel?
What stories do they tell their friends?
How can culture create more stories and memories?

What’s your business?
You’re not in the _____ business
Cirque du Soleil is not in the circus business
You’re in the experience & emotions business
You’re in the stories and memories business
THINK BIGGER

Vision
Whatever you’re thinking, think BIGGER
Does the vision have meaning?
Chase the vision, not the money
If you take this approach, the money will follow

Happiness is about four things
Perceived control
Perceived progress
Connectedness
Vision/meaning

Getting Heard

ROAR Method
Recognize the type
Observe from their perspective
Acknowledge concerns
Resolve needs

Persuasive Business Proposals

Seven deadly sins of proposals
No focus on client’s business problems or payoffs
No persuasive structure
No clear differentiation
Failure to offer a compelling value proposition
Key points are buried – no highlights, no impact
Difficult to read – full of jargon, too long, too technical
Credibility killers – misspellings, grammar, etc.

Five Keys to Better Proposals
Lose the Losers
Is it a real deal?
Can we compete?
Can we win?

2. Pack your case
Customer questions
Am I getting what I need?
Is it good value?
Can they really do it?
First impressions are important
Titles and summaries are client & outcome-oriented

3. Get a NOSE Job
Needs
Outcomes
Solution
Evidence

4. Show me the money
Needs
Outcomes
Solution
Evidence

4. Show me the money
Not what you sell, but what they gain
Make sure the client cares
Measure it
Picture it

KISS for Luck
Keep it Short & Simple
Five ways to achieve clarity
Short sentences
Short words
Passive voice below 10%
Readability index at/below 10
Minimize jargon and acronyms

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2010 Fortune Sales & Marketing Summit Takeaways

by Heinz Marketing Inc on May 11, 2010

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2010 Fortune Sales & Marketing Summit Takeaways — Presentation Transcript