The Changing Face of B2B Sales

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  • I’m not a pricing guyWe aren’t talking about pricingYou are not on the front line
  • The Changing Face of B2B Sales

    1. 1. The Changing Face of B2B Selling Ken Rutsky, President, KJR Associates Inc.
    2. 2. why…
    3. 3. BuyersSales Reps Growth
    4. 4. “The verdict is in: profitablegrowth is back on the agenda.”- Kevin Quiring, Partner, Accenture 51% of Sales leaders and 45% of Sales managers reported being incented on ProfitAn additional 33% of companieslooking at adding profit to compmix 60% of Sales Manager are responsible for ensuring quoted prices meet company targets
    5. 5. wait a minute…
    6. 6. I’m not a “pricing guy”• Engineering degree from Northwestern• Stanford MBA• IBM, Intel, Netscape, McAfee• Engineering, Sales, Marketing and Consulting
    7. 7. You’re not carrying a bag(…and a smartphone, and atablet)• Setting the right price is hard; but selling is a whole ‘nother ballgame
    8. 8. We’re not talking about pricing• Taking the price to the frontline is where today’s action is at
    9. 9. what’s going on?
    10. 10. Go ask Dad… …has become Go ask Google!
    11. 11. The Changing Buyer • 53% • 57% • Armed and dangerous • But looking for value add
    12. 12. many relying on it as their primary device.The Evolving Sales Rep “A survey by C of 620 professio DW • Ready to winmedium and large use tablets in found 56 percent of users have ha • Wired and tech savvy lets for a year or less.” • Context battler - • Still evolving This trend has implications far beyond productivity and work satisfaction. It enables sales reps to be truly “mobile” by putting a fundamentally di erent set of capabilities at their finger tips.
    13. 13. Pricing and Selling • Price Realization is highly leveragable to profit – 1% improvement in price drive avg 10% profit • Setting the right target price is hard enough… • But the Survey says… – <20% confident on maximizing profit on deals – <25% feel they can impact deals in field
    14. 14. “Great pricing is only as good as front line execution…”
    15. 15. the moment of truth
    16. 16. “ For all the moments that matter inbusiness, there is only one point whenmoney changes hands – the point ofnegotiation and purchase. That’s whenthe price you charge captures or fails tocapture the profit you are in business togenerate.” -“The Problem with Pricing”
    17. 17. There’s Really 3 Sub-moments • The beginning – the quote • The middle – the negotiation • The end – the close
    18. 18. Sell. More. Profitably.™ ??? Rep Behavior
    19. 19. Sell. More. Profitably.™ ??? Rep Behavior Quote Confidently and Correctly
    20. 20. Sell. More. Profitably.™ ??? Rep Behavior Quote Confidently and Correctly Negotiate Effectively
    21. 21. Sell. More. Profitably.™ ??? Rep Behavior Quote Confidently and Correctly Negotiate Effectively Close Quickly
    22. 22. Sell. More. Profitably.™ ??? Rep Behavior Customer Perception Quote Confidently and Correctly Negotiate Effectively Close Quickly
    23. 23. Sell. More. Profitably.™ ??? Rep Behavior Customer Perception Quote Confidently and Professional Correctly Negotiate Effectively Close Quickly
    24. 24. Sell. More. Profitably.™ ??? Rep Behavior Customer Perception Quote Confidently and Professional Correctly Negotiate Effectively Fair and Competent Close Quickly
    25. 25. Sell. More. Profitably.™ ??? Rep Behavior Customer Perception Quote Confidently and Professional Correctly Negotiate Effectively Fair and Competent Close Quickly Easy to do business with YES! truly a WIN WIN WIN
    26. 26. profit to the frontline
    27. 27. This all points to a disconnect between the new market realities of the 21st century and a sales model that is painfully outdated.Bridging the Gap CSO Sales Team “ 60% of Sales Managers are responsible for ensuring quote prices The result is a widening profitability gap between meet company goals, while only 22% felt sales management and the front line team. Even as they had the abilit y Sales leaders must deliver consistent margins, their to impact deal profitability in front line team is incentivized exclusively to close the field.” more revenue. And even those reps who have begun thinking about the profitability of their deals do not This eBook explores these issues in greater detail and have the tools to systematically drive it. considers how the modern Sales leader can respond
    28. 28. Three Components to Bridging this Gap • Organization • Technology • Mindset
    29. 29. Organization: Building the Profitable SellingTeam
    30. 30. Technology: Arming the Frontlines
    31. 31. KJR’s OPF™ Mindset Framework • Mindset has 3 components • Orientation – My relationship and adjustment to the environment that I am in • Perspective – My way of regarding/judging and interpreting facts • Focus – Where I choose to concentrate my attention • Changing a organizational mindset usually requires shifts in all three
    32. 32. The Profitable Selling Mindset Shift • Orientation –From Backline to Frontline – Enroll – Empower – Incent
    33. 33. The Profitable Selling Mindset Shift • Perspective – Historical to Real-time – This deal – This customer – This time
    34. 34. The Profitable Selling Mindset Shift • Focus – Analytics to Action – Understand – Act – Measure
    35. 35. in closingKen Rutsky – ken@kjrassociates.com Twitter: @jayrutz Blog – kenrutsky.com/velocity

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