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Get Off the Results Roller Coaster with an Adaptive Sales Methodology

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This is a webinar I delivered as part of Sales Hacker's "Army of Sales Reps" virtual event on 8/23/2017. You can watch a recording at https://www.brainshark.com/mikekunkle/AdaptiveSalesMethodology082017

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Get Off the Results Roller Coaster with an Adaptive Sales Methodology

  1. 1. Get Off The “Results Roller Coaster” With An Adaptive Sales Methodology Mike Kunkle Founder, Transforming Sales Results, LLC VP of Sales Transformation Services, Fast Lane / Digital Transformation Inc.
  2. 2. mike.kunkle@fastlaneus.com mike@mikekunkle.com (214) 494-9950 Follow Mike & His Content Personal Blog http://www.TransformingSalesResults.com DTI Blog/Insights http://www.DXform.io/blog SMM Webinars http://bit.ly/STSTonSMM BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel LinkedIn Publisher http://bit.ly/MikeKunklePublisher LinkedIn Profile http://www.linkedin.com/in/mikekunkle Twitter https://twitter.com/mike_kunkle SlideShare http://www.slideshare.net/MikeKunkle Google+ https://plus.google.com/+MikeKunkle Mike Kunkle is a widely-recognized sales transformation architect and sales training / sales enablement leader. He’s spent 22 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven- effective sales transformation methodologies. Today, Mike is the VP of Sales Transformation Services for Digital Transformation Inc. (a division of Fast Lane Consulting & Education Services) and founder of Transforming Sales Results, LLC. He consults, advises, writes, speaks, leads webinars, designs sales learning systems that get results, and guides clients through all aspects of their sales transformation. Mike Kunkle VP, Sales Transformation Services Founder | Sales Transformation Architect Your Presenter
  3. 3. If you’re feeling social… Hashtag • #ArmyOfSalesReps Presenter • @Mike_Kunkle Organizer • @SalesHacker Social Slide
  4. 4. Our Plan for Today Get Off the Results Roller Coaster with an Adaptive Sales Methodology • Why do we need a different approach? • What is an Adaptive Sales Methodology? • What are The Four Customer States? • What are The Four Sales Approaches? • How do Sales Judgment, a Consultative Mindset, and Outcome Selling support Adaptive Selling? • What nuances should we consider? 4Mike Kunkle Adaptive Sales Methodology
  5. 5. Why do we need a different approach to selling?
  6. 6. Why We Need a Different Approach to Selling “All failure is failure to adapt, all success is successful adaptation.” ~ Max McKeown, author of “Adaptability: The Art of Winning in an Age of Uncertainty” • B2B selling is more complex than ever • A VUCA business environment with adaptive problems • Quota achievement is trending downward • Buyers’ expectations of sellers are increasing • One size does not fit all • AI, Bots, & Machine Learning may replace transactional selling • Adaptive models have been proven in leadership • Adaptive models have been tried (differently) in selling • The quote about insanity (misattributed to Einstein) 6Mike Kunkle Adaptive Sales Methodology
  7. 7. What is an Adaptive Sales Methodology?
  8. 8. A flexible approach to selling that utilizes sales judgment to adjust the sales approach to fit the buyers’ situation. An Adaptive Sales Methodology is… Why? Outside-In More buyer-centric Generate more leads Win more opportunities Competitive differentiation 8Mike Kunkle Adaptive Sales Methodology
  9. 9. What are The 4 Customer States?
  10. 10. The Customer States 10 Needs Problems Objectives Opportunities The 4 Customer States Mike Kunkle Adaptive Sales Methodology
  11. 11. The Customer States 11 • They know they need to change something, and may or may not know what to do. Needs Problems Objectives Opportunities The 4 Customer States Mike Kunkle Adaptive Sales Methodology
  12. 12. The Customer States 12 • Something isn’t right but they’re not sure about the root cause or what to do, if anything. Needs Problems Objectives Opportunities The 4 Customer States Mike Kunkle Adaptive Sales Methodology
  13. 13. The Customer States 13 • They have clear ideas in mind about initiatives that they need to support. Needs Problems Objectives Opportunities The 4 Customer States Mike Kunkle Adaptive Sales Methodology
  14. 14. The Customer States 14 • We see opportunity for improvement that they may not yet see. Needs Problems Objectives Opportunities The 4 Customer States Mike Kunkle Adaptive Sales Methodology
  15. 15. What are The 4 Sales Approaches?
  16. 16. The Four Sales Approaches 16 Needs Needs-Based Selling Problems Solution Selling Objectives Objective-Based Selling Opportunities Insight Selling The 4 Customer States The 4 Sales Approaches Mike Kunkle Adaptive Sales Methodology
  17. 17. The Four Sales Approaches Sales Approach: • Uncover their needs – understanding the What, Why, When, and Where, and the priority of their needs • Select the right solution to meet the needs • Present the solution in context of the needs • Resolve any concerns • Negotiate • Close the sale Needs-Based Selling Solution Selling Objective-Based Selling Insight Selling The 4 Sales Approaches Customer State: They know they need to change something, and may or may not know what to do. 17Mike Kunkle Adaptive Sales Methodology
  18. 18. The Four Sales Approaches Needs-Based Selling Solution Selling Objective-Based Selling Insight Selling The 4 Sales Approaches Sales Approach: • Understand the problem • Validate it’s worth solving • Diagnose root causes • Problem-solve with the client • Select or build an appropriate solution Customer State: Something isn’t right but they’re not sure about the root cause or what to do, if anything. 18Mike Kunkle Adaptive Sales Methodology
  19. 19. The Four Sales Approaches Needs-Based Selling Solution Selling Objective-Based Selling Insight Selling The 4 Sales Approaches Sales Approach: • Understand their goals and objectives • Understand their capabilities and plans relative to achieving those objectives • Position yourself as an expert resource who can help them achieve those objectives Customer State: They have clear ideas in mind about initiatives that they need to support. 19Mike Kunkle Adaptive Sales Methodology
  20. 20. The Four Sales Approaches Needs-Based Selling Solution Selling Objective-Based Selling Insight Selling The 4 Sales Approaches Sales Approach: • Present data and insights • Interpret situations • Share thought leadership and expertise In order to… • Seed new ideas • Foster an Aha Moment • Shift current thinking to view things in a new way. Customer State: We see opportunity for improvement that they may not yet see. 20Mike Kunkle Adaptive Sales Methodology
  21. 21. How do… • Sales Judgment • Consultative Mindset • Outcome Selling … all support Adaptive Selling?
  22. 22. Sales Judgment | Consultative Mindset | Outcome Selling 22 Needs Needs-Based Selling Problems Solution Selling Objectives Objective-Based Selling Opportunities Insight Selling Outcome Selling Foundation The 4 Customer States The 4 Sales Approaches ConsultativeMindset SalesJudgment Mike Kunkle Adaptive Sales Methodology
  23. 23. Sales Judgment http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/ 23Mike Kunkle Adaptive Sales Methodology Sales Utility Belt Concept • Like Batman’s utility belt • Load up with tools you need • Grab the right tool at the right time
  24. 24. Sales Judgment • With training and practice, reps can use judgment to… - Listen - Interpret - Decide - Respond • …purposefully, in the moment, with the right methodology, to move the sale forward. What Does Judgment Do For Sales Pros? 24Mike Kunkle Adaptive Sales Methodology
  25. 25. The Consultative Mindset • Consultative selling is helping buyers solve problems, enable opportunities, and/or reduce risks to achieve their desired outcomes, in a way that delivers value to them, as they perceive it. Value = Outcomes > Solution TERM + POC (Time, Effort, Resources, Money + Pain of Change) • “You get what you want when you help enough other people get what they want.” ~ Zig Ziglar • “Seek first to understand, then be understood.” ~ Stephen Covey • Take a problem-focused approach to prospecting, not a product-based approach. • Ask the difficult and authentic questions (and learn the skills to do it). • Learn how to present insights, float ideas, and disagree with ideas, without challenging people. • Present solutions to help buyers’ achieve their stated desired outcomes, not unrelated product and company “pitches.” Better yet, co-create solutions with your buyers and have a dialogue. • Stop “overcoming objections” and start “resolving concerns.” 25Mike Kunkle Adaptive Sales Methodology
  26. 26. Outcome Selling: The Situation Assessment Framework Future State Factor Analysis Plans and Initiatives • Related past initiatives & outcomes • Current initiatives & status (Current State) • Future planned initiatives & status • Compelling event | Critical business need Analysis • Desired outcomes • Problems to avoid • Opportunities to maximize • Risks | Threats to initiative success Impacts (Positive) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • Other operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Validation • Improve | Accomplish | Avoid Current State Factor Analysis Overview • Strategic objectives • Tactical plans | Current initiatives • Business performance • Metrics that matter Analysis • Current successes • Current problems • Perceived opportunities • Risks | Threats of status quo Impacts (Negative) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • Other operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Hypothesis • Improve | Accomplish | Avoid Qualification Methodology Uncover and validate: • Decision Makers: Types of buyers and buyer roles • Decision Criteria: Buying process with decision/exit criteria • Urgency: Compelling event (if exists) and/or critical business need * • Outcomes: The outcomes, achievements, and/or Metrics that Matter Most* to the Decision Makers • Economics: Initiative is funded, or budget/funding available • Options: Who are you competing with (including status quo and DIY)? * Included in Factor Analyses 26Mike Kunkle Adaptive Sales Methodology
  27. 27. Outcome Selling: The Situation Assessment Framework Future State Factor Analysis Plans and Initiatives • Related past initiatives & outcomes • Current initiatives & status (Current State) • Future planned initiatives & status • Compelling event | Critical business need Analysis • Desired outcomes • Problems to avoid • Opportunities to maximize • Risks | Threats to initiative success Impacts (Positive) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • Other operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Validation • Improve | Accomplish | Avoid Current State Factor Analysis Overview • Strategic objectives • Tactical plans | Current initiatives • Business performance • Metrics that matter Analysis • Current successes • Current problems • Perceived opportunities • Risks | Threats of status quo Impacts (Negative) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • Other operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Hypothesis • Improve | Accomplish | Avoid Qualification Methodology Uncover and validate: • Decision Makers: Types of buyers and buyer roles • Decision Criteria: Buying process with decision/exit criteria • Urgency: Compelling event (if exists) and/or critical business need * • Outcomes: The outcomes, achievements, and/or Metrics that Matter Most* to the Decision Makers • Economics: Initiative is funded, or budget/funding available • Options: Who are you competing with (including status quo and DIY)? * Included in Factor Analyses GAP ANALYSIS IMPACT ANALYSIS POINT A – What Is POINT B – What Should Be 27Mike Kunkle Adaptive Sales Methodology
  28. 28. Needs Needs-Based Selling Problems Solution Selling Objectives Objective-Based Selling Opportunities Insight Selling Outcome Selling Foundation The 4 Customer States The 4 Sales Approaches ConsultativeMindset SalesJudgment The Adaptive Selling Framework 28Mike Kunkle Adaptive Sales Methodology
  29. 29. What nuances should we consider?
  30. 30. Nuances of Adaptive Selling • Is there a buyer’s journey in progress? If so, where are you entering? - Generating an opportunity - Influencing current thinking - Reacting to an inbound inquiry • Be prepared to adapt your adaptive approach (shift gears and move between methods). • Let each decision-makers’ Buying Process Exit Criteria be a guide. 30Mike Kunkle Adaptive Sales Methodology
  31. 31. Needs Needs-Based Selling Problems Solution Selling Objectives Objective-Based Selling Opportunities Insight Selling Outcome Selling Foundation The 4 Customer States The 4 Sales Approaches ConsultativeMindset SalesJudgment The Adaptive Selling Framework 31Mike Kunkle Adaptive Sales Methodology
  32. 32. Next Steps • Review the Customer States and Four Sales Approaches • Research and Listen for Needs, Problems, Objectives, or Opportunities • Adapt your approach accordingly • In all cases, focus on outcomes • Stay the course to master the approaches 32Mike Kunkle Adaptive Sales Methodology
  33. 33. THANKS for your time and attention! For more information or guidance: Contact Mike: www.linkedin.com/in/mikekunkle www.mikekunkle.com/connect

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