Selling and sales management gu aug 2017v2

© Mark Hocknell 2017
Personal Selling and
Leading Sales Teams
The world has changed - have
sales teams kept up..?
MARK@MARKHOCKNELL.COM
Griffith University, Gold Coast
Campus, 17th August 2017

Overview
• Customer Centric Business – how did
we get here..?
• Eight Misleading Traditions of Sales
• Our Customers today
• Role of the Sales Leader
• Hubspot Example

Customer Centric Business
• Early commerce was relationship based
• Industrial age focused on making things –
production and distribution
• Today:
– Digital Age
– Relationship Age
– Connection Economy
– Experience Economy
This signals a change.
We can’t keep using the industrial age
business models and thinking.
The customer centric approach to business
is matched to this new age.

The 5 Tenets of the Customer
Centric approach to Business
1. Businesses exist for customers
2. It’s all about people
3. Not all customers are equal
4. Businesses are systems that deliver value
5. The need for progressive
improvement

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
• These eight misleading
traditions cause problems and
mislead us in getting to the
outcomes we want
• Symbiotic - each one
reinforces the belief on the
other
• Cause flow-on problems to
worsen

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
1. The perception that sales is easy
• Not seen as a profession
• People become the problem
• Little effort put into the design and
learning of the function

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
2. Built it and they will come
Sales
Time
Entrepreneur’s
expectation
Reality
(if you are Lucky)
The point where
panic sets in

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
3. It’s all a numbers game
 Sales fall out here
 Sales Manager
cranks this handle
A - awareness
I – interest
D - desire
A - action
 Pour leads in here
$
The Art of Selling,
Arthur Sheldon, 1911

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
4. The Gun Sales Guy
• The classic hero tale
• Never a sales strategy
• Design customer
engagement tactics

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
5. One throat to choke
• Holding one person accountable for
each part
• Managing parts rather than the
whole
• Creates silos
• Environments where one team can
succeed at the loss of another

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
6. A focus on targets and $’s
• Challenging targets drive more
effort
• Focus is on the dollars (not the
customer)

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
7. Close the sale
• Closers are for ‘last century’, not
now
• Reinforces the stereotype of sales
people
• Increases sales resistance
The objective of sales
today is to open
relationships with
customer who are
profitable promoters –
not close deals.

1. The
perception that
sales is easy
2. Built it
and they
will come
3. It’s all a
numbers
game
4. The Gun
Sales Guy
5. One
throat to
choke
6. A focus
on targets
and $’s
7. Close the
sale
8. Sell the
product or
service
The Eight Great
Misleading
Sales Traditions
8. Sell the product or service
• Too much emphasis of the
features – what it does
• “Why” is more important, to
“what”
People do not care about
what you do, or can do.
They only care about
what you can do for
them.

Our customers today
• Customers buy emotionally, then use
rationale to justify the decision.
• Customers are more informed about
products and services than ever.
• Customers are more sales-resistant than
ever.
• Customers have more voice than ever
before (positive or negative WoM).

The goal of sales today is:
...to open relationships with customers
who are profitable promoters.

Sales Cycle
Adoption1
Innovation
Adoption2
Product/Service
Values & Ethics
Initial Inputs Secondary Stage Act Measure / Monitor
Do the results suggest changes
to the Initial Inputs..? Progressive Improvement
Customer Groups
Value Propositions
Architecture for Customer Engagement:
The Conversation that Attracts and Keeps your Awesome Customer
•Thru email contact aim to define the
potential customer
• Offering support/help in learning
•Build rapport, provide information
and reiterate value propositions and
benefits
• Awesome Customer B
• Awesome Customer A
AdvocatesUnknown
Customers
Visitors /
Contacts
Known
Guests
Customers
Customer Buying/Decision-making process:
0.
Unaware.
No
problem,
trigger or
need.
Customer
Engagement:
1.
Awareness
ofa
problem,
need, or
trigger to
improve.
2.
Customer
investigates
and
considers
initial set
ofsolutions
3.
Customer
adds or
subtracts
potential
brands/
solutions
(shortlist)
4.
Customer
does active
evaluation
ofoptions
5.
Customer
makes the
purchase
decision
6.
After purchase
Customer develops
expectationsof
performance–
informs re-purchase
and level of
advocacy
Attraction:
• Blogs
• “Free” Reports
• SEO
• Word of Mouth
Open up:
• Direct contact
• Call / email
• Guide thru the decision-makingprocess
• Open the relationship
Delight
• Delivervalue and great
experiences
• Continuous
improvement
Getting to know:
• One pagers
• White papers
• Landingpages
• Web site design
• Inform/Educate
• Values
• Problems/
Benefits
• Outbound /
Referrals
• Proactive
contact
Internal Sales – Values
Based Sales Process
Sales – 4 Step Sales Process
• Account management
• Service delivery
© Mark Hocknell 2006-2017
This is the
framework I use
to develop
engagement with
customers, going
from unknown to
advocates.
There needs to be
congruence
across the
engagement.

•Thru email contact aim to define the
potential customer
• Offering support/help in learning
• Build rapport, provide information and
reiterate value propositions and benefits • Awesome Customer B
• Awesome Customer A
AdvocatesUnknown
Customers
Visitors /
Contacts
Known
Guests
Customers
Customer Buying/Decision-making journey:
0.
Unaware.
No
problem,
trigger or
need.
Customer
Engagement:
1.
Awareness
of a
problem,
need, or
trigger to
improve.
2. Customer
investigates
and
considers
initial set of
solutions
3. Customer
adds or
subtracts
potential
brands/
solutions
(shortlist)
4. Customer
does active
evaluation
of options
5. Customer
makes the
purchase
decision
6.
After purchase
Customer develops
expectations of
performance –
informs re-purchase
and level of advocacy
Attraction:
• Blogs
• “Free” Reports
• SEO
• Word of Mouth
Open up:
• Direct contact
• Call / email
• Guide thru the decision-making process
• Open the relationship
Delight
• Deliver value and great
experiences
• Continuous improvement
Getting to know:
• One pagers
• White papers
• Landing pages
• Web site design
• Inform/Insights
• Values
• Problems/
Benefits
• Outbound /
Referrals
• Proactive contact
Internal Sales – Values
Based Sales Process
Sales – 4 Step Sales Process
• Account management
• Service delivery

Role of the Sales Leader
The role of the leader is to design the
optimal activity to be delivered,
implement, coach and finetune the
design over time.

Sales
Tactics
Recruit
Develop
Skill &
Capability
Forecasts
& Plans
Customer
Strategy
The Wheel of Leading Sales
Teams
• Process is only sequential
on the first
implementation
• Based on systems
thinking
• Functions need to be in
balance across the wheel
Reward &
Remunerate
Managing &
Coaching for
Performance
Organisation
Motivation &
Productivity
Leading Sales Teams

Sales
Tactics
Recruit
Develop
Skill &
Capability
Forecasts
& Plans
Customer
Strategy
Leading Sales Teams
Reward &
Remunerate
Managing &
Coaching for
Performance
Organisation
Motivation &
Productivity
• Having a remuneration model that
attracts the wrong sales people will
affect all elements of the results.
• Sending sales people on random
sales courses will decrease motivation
and productivity – rather than
coaching for performance,
and having a defined customer
engagement model.
• Having a root cause problem in one
of these functions will reflect pain
across the other functions. If the sales
leader is addicted to symptom fixing
then the pain will continue to become
worse.

Case Study / Example
HubSpot the optimal balance between
inside and outside sales – B2B
• HubSpot is an inbound marketing software platform that helps
companies attract visitors, convert leads, and close customers.
• USA based, global company
• www.hubspot.com

Attract
• Attract is about driving traffic to your
website
• The traffic that is people most likely to
become leads and eventually happy
customers
• Develop personas of the ideal customers
• Use Blogging, SEO, web pages and Social
Publishing as the means to attract
Strangers to become Visitors

Convert (1)
• Attract Visitors to your webpage
• Provide content they are
interested in
Calls to action –
“Download the
White paper”
“Attend a Webinar”

Convert (2)
• Visitors become Leads when they fill
out a form and submit their
information – process needs to be
simple for the Visitor
• Landing page – gives your Visitor the
requested information
• Contacts are created and become leads

Close (1)
• Contacts go into the Sales Force Automation
tool – actioned then by the “inside” sales team –
outbound personalised emails, followed up
with a phone call.

Close (2)
• “Inside” sales team focuses on following through on
why you downloaded the information – “what are
you trying to achieve, learn about” – helpful
information that moves the Lead towards a
Customer, often offers a “free” demonstration of the
product – Webinar style.

Close (3)
• Demonstrations of the solution will also provide
free assessments of your own website and how
to improve attracting Strangers and Visitors and
getting Leads
• Supports the Lead with information to influence
inside the business
• Enough interest is generated by the Lead
business to invite HubSpot to come and present
to the management Team
• Outside Sales Team from HubSpot turns up to
help the Lead become a Customer...

Delight
• Continue to engage, delight upsell the
Customer – develop Customers into
happy Promoters
• Survey Customers – keep in touch, are
you providing the customer chat they
want/need
• Help Customers achieve their goals
• Monitor social media to keep track of
the conversations – reach out with
relevant content as needed

Marketing Team –
content, website,
offers, attract
Strangers
Marketing Team –
website design,
Visitor information
capture
Inside Sales Team
use email, phone
and content to
make contact and
be relevant to the
Lead
Inside Sales Team –
Demo’s, Webinars
with experts.
Outside Sales Team
– demonstrate
capability
Customer care
teams ensure
Customers become
Promoters –
Up-sales to the
Inside or Outside
Sales Team – all
supported by
Marketing

Key Point Summary
• We are now in a Experience Economy
• Customers have changed
• Traditional approaches to sales are not
relevant today
• Businesses need to put the effort into
developing Customer Strategies
designing Customer Engagement tactics
• Implement, Review, Learn, Improve.

Personal Selling and Leading Sales Teams
You can talk with Mark tailoring presentations, workshops,
consulting, or mentoring for teams or individuals to improve
sales performance and build customer engagement capability.
More information:
Website: www.markhocknell.com (new website in development, check in regularly to see
the new site when it’s ready..!)
Contact email: mark@markhocknell.com
MARK@MARKHOCKNELL.COM

Selling and sales management gu aug 2017v2

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