Product solution value - you decide

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A sales team has been struggling to make quota for some time, but now has an exciting new opportunity. Three new prospects have been identified, and are anxious to engage. The team divvies up the opportunities and goes to work pitching the buyers.

Will the team achieve success and get the deals, or start the year off on the wrong foot?

In this webinar we hear their story and learn their fate.

Join Alinean’s Chairman and Founder Tom Pisello, the ROI Guy, as he recounts the tale, in this entertaining and educational webcast designed for sales leadership and enablement professionals.

Published in: Business, Career
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Product solution value - you decide

  1. 1. TOM PISELLO, Chairman & Founder Powering B2B sales to economic buyersBlog: http://www.fightfrugalnomics.comTwitter: @tpisellohttp://www.alinean.com Product, Solution or Value – You Decide!
  2. 2. Once Upon a Time © 2011 Alinean, Inc. 2
  3. 3. LET ME TELL YOU A STORY © 2011 Alinean, Inc. 3
  4. 4. JOE SPRINGS INTO ACTION … © 2011 Alinean, Inc. 4
  5. 5. … TO HAMMER A DEAL HOME © 2011 Alinean, Inc. 5
  6. 6. SALLY TAKES HER TURN … © 2011 Alinean, Inc. 6
  7. 7. … ASKS THE RIGHT QUESTIONS … © 2011 Alinean, Inc. 7
  8. 8. … AND NAILS A SOLUTION SALE © 2011 Alinean, Inc. 8
  9. 9. GARY MOVES BEYOND WHAT TO WHY … © 2011 Alinean, Inc. 9
  10. 10. … CHALLENGES THE BUYER © 2011 Alinean, Inc. 10
  11. 11. … PLAYS TO LEFT (LOGICAL) AND RIGHT (EMOTIONAL) BRAIN © 2011 Alinean, Inc. 11
  12. 12. … AND SELLS THE DESIRED OUTCOME, NOT THE PRODUCT OR SOLUTION © 2011 Alinean, Inc. 12
  13. 13. VALUE SELLING – EVERYONE WINS © 2011 Alinean, Inc. 13
  14. 14. Value Selling and Marketing © 2011 Alinean, Inc. 14
  15. 15. Why Needed: Buyers Have Fundamentally and Permanently Changed Meet Buyer-FrugalnomicusEmpowered: In control of buying processOverloaded: Challenged to do-more-with-lessSkeptical: Thinks sales isn’t adding enough valueFrugal: Requires every investment deliversignificant ROI, faster payback and superior value Frugalnomics is in Full EffectMore Difficult to Connect & Engage Longer Sales Cycles Increased Discounting / Reduced Deal Size Stalled DealsMore Leads to Close Same Amount of Business More Executive & Economic Increased Competition Scrutiny © 2011 Alinean, Inc. 15
  16. 16. Value-Focus Evolution to Fight FrugalnomicsProduct Focus Solution Focus Value FocusDiscussion: Discussion: Discussion:• Customer knows issue • Prescriptive & Quantified • Customer knows issues &• Tie features / functions to desired outcome • Discover… Is customer needs aware of issue? • Questions to discover pain• Compares product points alternatives • Diagnose… How bad is it?• Feature • Function • Price • Recommend solution to • Quantify … Value of change solve pain • Compare … Value vs. StatusDrive: Sales Led: Product Drive: Sales Led: Pain-Point Quo / CompetitionDriven Driven Drive: Diagnostic Led: What is issue & value of change? Vendor Solution Provider Trusted Advisor © 2011 Alinean, Inc. 16
  17. 17. Interactive Sales and Marketing Tools to Facilitate The Buyer’s JourneyFacilitate the Buyer’s Journey to DISCOVERY CONSIDERATION DECISION Understand Issues & Prioritize Possible Justify the Decision & Commit to Changing Solutions & Commit to Make the Solution Status-Quo an Approach Selection WHY CHANGE? WHY NOW? WHY YOUR SOLUTION? PROVOCATIVE APPROACH VALUE APPROACH CONNECT ENGAGE DIAGNOSE JUSTIFY DIFFERENTIATE Interactive Benefit Diagnostic ROI Analysis TCO Comparison White Papers Estimators Assessment Tools Tools Tools © 2011 Alinean, Inc. 17
  18. 18. Value Focus a Requirement, But Gaps Exist Forrester Sales Enablement Forum- 2011 © 2011 Alinean, Inc. 18
  19. 19. The Buyer’s Journey is More Complex DISCOVERY CONSIDERATION DECISION Understand Issues & Prioritize Possible Justify the Decision & Commit to Changing Solutions & Commit to Make the Solution Status-Quo an Approach Selection WHY CHANGE? WHY NOW? WHY YOUR SOLUTION? Buyers are Empowered, But Still Need Help Seeking Content and Consultative Advice Is Your Sales & Marketing Facilitating The New Decision Process? © 2011 Alinean, Inc. 19
  20. 20. Facilitate & Challenge Today’s More Empowered, Skeptical and FrugalBuyer DISCOVERY CONSIDERATION DECISION Understand Issues & Prioritize Possible Justify the Decision & Commit to Changing Solutions & Commit to Make the Solution Status-Quo an Approach Selection WHY CHANGE? WHY NOW? WHY YOUR SOLUTION? 65% of Decisions Won / Lost 35% of Decisions Won / Lost onBased on Who Helped Establish Need Bake-Off © 2011 Alinean, Inc. 20
  21. 21. Next Steps http://www.fightfrugalnomics.com Ask the ROI Guy FAQ Center http://www.alinean.com/faq/ Schedule a Content Optimization Assessment © 2011 Alinean, Inc. 21
  22. 22. Q&A Tom Pisello, Chairman & Founder The ROI Guy © 2011 Alinean, Inc. 22

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