Lean sales and marketing october 2013

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Presentation by Richard Lane of durhamlane to the Lean North East event, Lean Sales and Marketing

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Lean sales and marketing october 2013

  1. 1. Selling at a Higher Level
  2. 2. Challenge you to think differently about sales Motivate, inspire, energise Increase your confidence Increase your sales success @durhamlane #dlsales No part of this document may be circulated, quoted or reproduced without prior written approval. © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Objectives for this evening‟s quick talk
  3. 3. Career in sales, management & sales leadership From micro/SME to global blue-chip clients £500 - >£3,000,000 contracts Sales leadership, coaching, development, strategic and solution sales Blogger, writer, speaker, podcaster Passionate about promoting Sales as a Profession Blues guitarist, fly-fisher, runner, non-techie-techie @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Sales person first, trainer second
  4. 4. Sales Training & Coaching How we work with you: Sales Consultancy Defining strategies to help you win and retain more clients and increase customer satisfaction. Sales Training & Coaching Bespoke high impact training and coaching programmes for sales and non-sales people. Sales Recruitment Sales Consultancy Outsourced Sales & Business Development Outsourced Sales & Business Development Outsourced solutions from market research / lead generation and digital marketing to sales, early stage business development and strategic key account acquisition. Sales Recruitment Introducing high calibre sales professionals to ambitious businesses that want to grow. From graduates to experienced hires. @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. durhamlane – 360º Sales Performance Solutions
  5. 5. @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Some of the Companies Who Pay Our Wages
  6. 6. @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval.
  7. 7. No-one wants to buy from someone who doesn‟t believe in what they are selling @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Belief in your product, service, solution
  8. 8. People prefer to buy from people who are confident, knowledgeable and understand what they (the buyer) needs or is trying to achieve @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Belief in your product, service, solution
  9. 9. - Harvard Business School @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. ‘80% of decisions taken in business are taken for emotional reasons’
  10. 10. “We‟re not going to be vendors any more; we won‟t be commoditized; we refuse to compete exclusively on price. Instead of focusing on features and price, or selling to gatekeepers who insist on contorting value onto a grid, we must proactively understand how our customers do business, find ways to address pressing business issues, and recommend strategic solutions that improve the way our customers do business. It means stepping away from a limited focus on departmental solutions in favour of big picture business value. It means presenting business fit, not product fit.” Beyond Selling Value, Mark Shonka & Dan Kosch @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Time to commit to working another way
  11. 11. © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Customer perception is key @durhamlane #dlsales
  12. 12. © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Develop & Maintain the Right Mindset @durhamlane #dlsales
  13. 13. Business Fit. Business Value. Long-term Relationships @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Sales Mantra #1
  14. 14. Professional. Humble. Courteous. @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Sales Mantra #2a
  15. 15. Pro-active. Hungry. Ambitious. @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Sales Mantra #2b
  16. 16. Be interested to be interesting @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Sales Mantra #3
  17. 17. Attention / Awareness Interest Desire Action @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. People love to buy but hate to be sold to…
  18. 18. defined sales process @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Support your business conversations with a
  19. 19. @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Selling at a Higher Level – a proven methodology
  20. 20. First understand the problem or challenge … in order to demonstrate we have the right solution @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Business pain / Solution alignment
  21. 21. Spend time where you can be most successful
  22. 22. Budget Defined Need Decision Maker Decision Criteria 7 steps to the Magic 35 Compelling Event Timescales Competition @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. The Magic 35 Qualification toolkit
  23. 23. Questions to ask Budget Has budget been put aside? Where does it sit? Who with? How much is available? Flexibility? Defined Need What problem are you solving? Has the prospect confirmed need to change? Are the likely benefits big enough to create a need? Decision Maker Who is it? Are you sure? Decision Criteria What needs to be proved for project to move forwards? Double check. Keep confirming throughout cycle. Compelling Event Find the compelling event. What‟s driving the sale? Timescales What happens next? What control do you have? Are you checking progress regularly? Can you leave actions? Competition Not just other suppliers. Can be cost of change, lack of a Defined Need (above), current method okay for now etc. @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Criteria
  24. 24. © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. The Magic 35 Qualification template @durhamlane #dlsales
  25. 25. Use qualification to ask great questions Ask great questions to accurately qualify @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Questioning & Qualification go hand in hand
  26. 26. © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Sharpen your focus @durhamlane #dlsales
  27. 27. 1. Business fit, business value, long-term relationships 2. Professional, humble courteous. Pro-active, hungry, ambitious 3. Be interested to be interesting 4. Under promise, over deliver, overwhelm 5. Quality x Quantity x Consistency = High Performance 6. 24 hours to celebrate or wallow in misery 7. Estimate then validate, never assume @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Be guided by the durhamlane Sales Mantras
  28. 28. @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Conversations with purpose – step by step
  29. 29. 1. Are you Selling at a Higher Level? 2. Be interested to be interesting (Sales Mantra #3) 3. How do you decide where you spend your time? @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. 3 thoughts to improve your success
  30. 30. Register for access @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. MVP coming soon!
  31. 31. Lack of customers is the reason most businesses fail – Steve Blank Sales is the life-blood of every organisation – durhamlane
  32. 32. richard@durhamlane.co.uk www.durhamlane.co.uk @durhamlane LinkedIn: search „Selling at a Higher Level‟ to join our growing community @durhamlane #dlsales © 2013 durhamlane. No part of this document may be circulated, quoted or reproduced without prior written approval. Thank you – please get in touch
  33. 33. Selling at a Higher Level

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