Preparing sales to sell a new solution


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Delivered by Matt Leary, Senior Principal at Solutions Insights. Check his profile at

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Preparing sales to sell a new solution

  1. 1. Preparing Sales to Sell a New Solution An ISA Marketing & Sales Community Webinar January 31, 2012 Presented By: Matt Leary, Principal Solutions Insights, Inc. with Dr. Peter Martin Vice President Invensys Operations Management
  2. 2. International Society of Automation 2 Setting the global standard in automation Books, Transactions, Magazines, Blogs Provide Education And Training Technical Conferences And Symposia 30,000 members globally Create and Set Standards
  3. 3. 3 Theme: Innovation in Automation •  September 11-13, 2013, The W Hotel, New Orleans, LA Pre-conference workshops: $195 Two day conference registration: $445 member/$595 non-member Early bird registration available until June 1st •  New in 2013: —  Social media: Special “no distractions” track —  Unconference: Working group discussions on hot topics selected by attendees at the beginning of the conference •  Who attends: Marketing, Biz Dev, Sales, Product Managers, Business Owners •  Why Attend? —  Learn new strategies and tactics that can be put to use right away —  Collaborate and network with peers in the industry —  Insider look at local manufacturing operation during group tour 8th Annual ISA Marketing & Sales Summit
  4. 4. © 2012 Solutions Insights. All Rights Reserved. 4 Topics for Today ●  The concept of “launch” ●  The importance of involving sales ●  5 essentials for ensuring sales adoption and action ●  Sales Launch Case Study:Getting Sales to Focus on Business Value at Invensys ●  Closing thoughts ●  Q&A
  5. 5. © 2012 Solutions Insights. All Rights Reserved. 5 What do we mean when we say “launch”? To set in motion To float To send forth, catapult, or release To start on a course To burst out or plunge boldly into action To propel with force To involve totally and enthusiastically
  6. 6. © 2012 Solutions Insights. All Rights Reserved. 6 Why do we launch a product or a solution in the marketplace? ●  Generate interest ●  Educate the market ●  Create media “buzz” ●  Generate inquiries – current and new customers ●  Create brand awareness ●  Upstage competitors ●  Control the message ●  Others?
  7. 7. © 2012 Solutions Insights. All Rights Reserved. 7 Why do we launch a product or a solution to sales? ●  Generate interest ●  Inform and educate ●  Create internal “buzz” ●  Encourage customer re- engagement ●  Reinforce competitive positioning ●  Control the message ●  Create enthusiasm and momentum ●  Others?
  8. 8. © 2012 Solutions Insights. All Rights Reserved. 8 Because of their complexity, solutions require even more attention be paid to the sales launch Solutions Definition A combination of products, services, and intellectual property focused on a customer business problem or opportunity that drives measurable business value and can be significantly standardized. Product Solution Implication for Sales Easy to describe Difficult to describe Comprehensive yet easy-to- understand descriptions required Easy to demonstrate Difficult to demonstrate Need for strong examples, use cases, references, simulation models Few customer stakeholders involved Many customer stakeholders involved Preparation with new skills for different conversations Relatively short sales cycle Relatively longer sales cycle Continuous coaching and reinforcement Differences Between Products and Solutions
  9. 9. © 2012 Solutions Insights. All Rights Reserved. 9 Five elements are essential to ensuring sales adoption and enthusiasm for a new solution
  10. 10. © 2012 Solutions Insights. All Rights Reserved. 10 Essential #1: Sales Ready Strategy • Coordinate with sales prior to formal launchGood • Involve sales in the testing and validation of the solution Better • Top-to-bottom alignment with sales around focus, content and priorities Best •  Sales previews •  Sales-only launch events •  Sales council review •  Sales-led top account reviews • Sales input into customer research, solutions design • Sales involvement at major decision points in process
  11. 11. © 2012 Solutions Insights. All Rights Reserved. 11 Essential #2: Content that matters • Core information on the offer and marketsGood • Specific information about buyers and their needs Better • Detailed content that walks sales through the selling process Best •  Roadmaps, solution details •  Market overview •  Segment details •  Typical decision-makers •  Persona-based needs analysis •  Objections and answers •  Descriptions and tactics for each sales stage •  Account planning tools
  12. 12. © 2012 Solutions Insights. All Rights Reserved. 12 Essential #3: Assets that “wow” • Materials and formats that are easy to consume Good • Cover all appropriate markets, segments and decision-makers Better • Targets and delivers specific information and support when it’s needed Best •  Customer-ready value props •  ROI calculators •  Customer references •  If/then decision trees •  Value props for specific markets •  Role-play tools by persona •  Proposal templates •  Playbooks •  Selling tools and guides
  13. 13. © 2012 Solutions Insights. All Rights Reserved. 13 Essential #4: Communication, Training and Certification • Build and communicate a clear solutions rollout plan Good • Train key players to be advocates and trainers Better • Create expertsBest •  Clear goals and targets •  References ,key contacts and resources •  Sales Manager/ Channel Manager training •  SE/SA sales training •  Sales, SE, Channel and Partner certification •  Tools/expectations for ongoing coaching and reinforcement
  14. 14. © 2012 Solutions Insights. All Rights Reserved. 14 Essential #5: Support and Follow-up • An easy-to-use way for sales to give feedback Good • Multiple feedback channelsBetter • Continuous two-way communicationsBest •  Email or web portal •  Internal surveys •  Feedback forwarding process •  Interviews with early adopters •  Frequent publication and follow up via FAQs or “best practices” •  “Hero” profiles and recognition •  Presentations by early adopters at sales meetings
  15. 15. © 2009 Invensys. All Rights Reserved. The names, logos, and taglines identifying the products and services of Invensys are proprietary marks of Invensys or its subsidiaries. All third party trademarks and service marks are the proprietary marks of their respective owners. Getting Sales to Focus on Business Value in a Commodity Business Peter G. Martin PhD Invensys Operations Management January 2013
  16. 16. Background on organization © Invensys, February 2011 • Invensys • Combination of automation technology companies • Traditionally focused on feature-function-benefit-proof • Sales • Product technology/project focused • Target client – engineering and purchasing • Automation market segments • Aggressive commodity cycles • High business value improvement potential
  17. 17. Background on Role of the Solution $ Time ROI Measurable Performance Improvement (BVS) Reduce Lifecycle Cost (ECS) Somewhat Measured Not Measured
  18. 18. Invensys Internal Critical Challenges • Overcoming technology-project-product focus • Conservative Engineering Perspective • Accepting multi-vendor solutions • Delivery capability (IT infrastructure) • Technology development • Multiple company mindset & organization • Leadership changes • Selling – Channels
  19. 19. Different Buyers – Different Imperatives Executive Client (profitability) Technical Portfolio Products Technical Client (technology, risk, cost) Measurable Business Value Improvement Solution Operational Excellence Solutions Technological Advantage, Low Price Enterprise Control System RFQ (solution)
  20. 20. What we have learned • Measure of value must align to accounting •  KPIs are not well accepted by accounting •  Must be auditable for validity • Business solution selling requires consultative approach •  Executive level relationship development •  Consulting - identify, design and value solutions •  Difficult for a single sales person to perform in both roles •  Organizational behavior is difficult to overcome •  Business value solutions – Corporate and Divisional Executives •  Products/projects - Technologists
  21. 21. © 2012 Solutions Insights. All Rights Reserved. 21 Closing thoughts… ●  Involve sales as early as possible in your solution development process ●  Enable sales to sell business value, not products ●  Think beyond enablement – to “mastery” ●  Provide the content they need, when they need it ●  Understand how your tools are used and design them accordingly ●  Be disciplined about certification, coaching and follow up ●  Create ongoing two-way communication to improve not only the solution but also the launch process and tools
  22. 22. © 2012 Solutions Insights. All Rights Reserved. 22 Questions?
  23. 23. © 2011 Solutions Insights. All Rights Reserved. 23 Thanks for joining us! Check back at for a copy of the presentation More information about ISA Sales & Marketing at Peter Martin - Matt Leary –