Sales Acceleration Summit - This session is now available on demand: http://www.insidesales.com/events/2014/sales-acceleration-summit/anthony-iannarino Session Overview Sales organizations are being squeezed to produce ever-greater results at lower and lower margins. In an attempt to control their costs, their clients and prospects continually work to commoditize their offerings and force prices down—even at the cost of underinvesting in the results they need. Sales leaders and sales managers need to win more opportunities, improve their wallet share, and increase their margins, and they need their sales force to create value—and capture enough of that value to profitably deliver for their clients and customers. Sales leaders that want new logos, increased opportunities within their client portfolios, and increased margin, they must lead the sales force in both creating and capturing value.

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Capturing Value
How to Win More Deals, Increase
Wallet Share, and Improve Margins by
Leading Value

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Margin Pressure

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The Way Forward

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L1: Product L2: Experience L3: Business
Outcomes
L4: Strategic
Partner
• Good Product or
Service
• Undifferentiated
• Doesn’t generate
loyalty
• Commoditized
• Outstanding service
and support
• Not enough for B2B
• Isn’t proactive in solving
business problems
• All prior attributes
• Solves business
problems
• Tangible results
• Prone to loss through
dissatisfaction
• Commoditized
• All prior attributes
• Strategic outcomes
• Envision and create the
future
• Integrated
• Proactive
• Difficult to create and
maintain
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Level 4 Value Creation™

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Create a Culture of Value

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Culture Rules
• Hungry, not desperate
• Value before price
• Enforce your business strategy

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Train Value Creators

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Training Rules
• Train:
– Business acumen, situational knowledge, value
creation
– Provide experiences and time to develop
• Coach:
– Identification of needs, call prep, and opportunity
prep

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Enforce a Value Creating Process
Building or
Capturing
Dissatisfaction
Helping
Discover or
Collaborate
around Needs
Building
Consensus
Around Needs
Prospect
Purchasing
Evaluates
Options
Resolution of
Concerns
Eliminating an
Evaluation of
Options
Prospect is
Dissatisfied
Prospect
Determines
Their Needs
Prospect
Purchasing
Resolves
Concerns
2. Opportunity for Value Creation and Capture
1. No Opportunity for Value Creation
Prospect
Purchasing
Enters
Sales
Organization
Enters
Process

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Transactional
Playing Too Low Avoiding Difficult
Conversations
Not Pricing Based on
Value
Not Taking Initiative
Using Wrong Medium Skipping Stages in Sales
Process
Putting Pricing First
(Emailing)

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Email: anthony@b2bsalescoach.com
Web: www.thesalesblog.com