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How a Different Approach to Selling Can Unleash Massive Sales Growth

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Over 16 years of analyzing top producers to find differentiating factors compared to middle and bottom solutions, I've seen top producers use an adaptive sales methodology, tailoring their approach based on the buyer's situation. In this webinar, I share that methodology and advice on how to implement it effectively.

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How a Different Approach to Selling Can Unleash Massive Sales Growth

  1. 1. How a Different Approach to Selling Can Unleash Massive Sales Growth Mike Kunkle VP of Sales Transformation Services Fast Lane / Digital Transformation Inc.
  2. 2. FastLane.Digital mike.kunkle@fastlaneus.com 214.494.9950 Mike Kunkle is a highly-respected sales transformation architect and internationally-recognized sales training and sales enablement expert. He’s spent 24 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 Connect with Mike & Follow His Content Fast Lane Digital Blog http://www.fastlane.digital/blog Personal Sales Blog https://www.mikekunkle.com/blog Fast Lane Digital Webinars http://www.fastlane.digital/learning-sessions SMM Connect Webinars http://bit.ly/STSTonSMM BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel LinkedIn Publisher http://bit.ly/MikeKunkleLIPublisher LinkedIn Profile http://www.linkedin.com/in/mikekunkle SlideShare http://www.slideshare.net/MikeKunkle Twitter https://twitter.com/mike_kunkle
  3. 3. AGENDA 3 Yes, I have a plan… Different Approach to Selling • 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, Relationship & Trust, and Outcome Selling support Adaptive Selling? • What nuances should we consider? • How do you effectively implement an Adaptive Sales Methodology?
  4. 4. Why do we need a different approach to selling?
  5. 5. 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) 5
  6. 6. What is an Adaptive Sales Methodology?
  7. 7. 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! 7
  8. 8. 8 What are the 4 Customer States?
  9. 9. The Customer States Needs Problems Objectives Opportunities The 4 Customer States 9
  10. 10. The Customer States • They know they need to change something, and may or may not know what to do. Needs Problems Objectives Opportunities The 4 Customer States 10
  11. 11. The Customer States • 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 11
  12. 12. The Customer States • They have clear ideas in mind about initiatives that they need to support. Needs Problems Objectives Opportunities The 4 Customer States 12
  13. 13. The Customer States • We see opportunity for improvement that they may not yet see. Needs Problems Objectives Opportunities The 4 Customer States 13
  14. 14. What are the 4 Sales Approaches?
  15. 15. The Four Sales Approaches Needs Needs-Based Selling Problems Solution-Based Selling Objectives Objective-Based Selling Opportunities Insight-Based Selling The 4 Customer States The 4 Sales Approaches 15
  16. 16. 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-Based Selling Objective-Based Selling Insight-Based Selling The 4 Sales Approaches Customer State: They know they need to change something, and may or may not know what to do. 16
  17. 17. The Four Sales Approaches Needs-Based Selling Solution-Based Selling Objective-Based Selling Insight-Based 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. 17
  18. 18. The Four Sales Approaches Needs-Based Selling Solution-Based Selling Objective-Based Selling Insight-Based 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. 18
  19. 19. The Four Sales Approaches Needs-Based Selling Solution-Based Selling Objective-Based Selling Insight-Based 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. 19
  20. 20. How do… Sales Judgment Consultative Mindset Relationship & Trust Outcome Selling … all support Adaptive Selling?
  21. 21. Judgment | Mindset | Relationship | Outcomes Needs Needs-Based Selling Problems Solution-Based Selling Objectives Objective-Based Selling Opportunities Insight-Based Selling The 4 Customer States The 4 Sales Approaches ConsultativeMindset SalesJudgment Outcome Selling Foundation Relationship | Trust 21
  22. 22. Sales Judgment Sales Utility Belt Concept • Like Batman’s utility belt • Load up with tools you need • Grab the right tool at the right time http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/ 22
  23. 23. 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? 23
  24. 24. 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 thinking “overcoming objections” and start thinking “resolving concerns.” 24
  25. 25. The Consultative Mindset 25
  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 Gap Analysis Impact Analysis POINT A – What Is POINT B – What Should Be 26
  27. 27. The Adaptive Selling Framework 27 Needs Needs-Based Selling Problems Solution-Based Selling Objectives Objective-Based Selling Opportunities Insight-Based Selling The 4 Customer States The 4 Sales Approaches ConsultativeMindset SalesJudgment Outcome Selling Foundation Relationship | Trust
  28. 28. What nuances should we consider?
  29. 29. 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. 29
  30. 30. How do you effectively implement an Adaptive Sales Methodology?
  31. 31. Very Carefully!
  32. 32. Sales Learning System: Teaching Sales Judgment Sales Utility Belt Concept • Being present/listening • Interpretation • Decision-making • Purposeful competence http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/ 32
  33. 33. Sales Learning System: Teaching Sales Judgment Sales Utility Belt Meets Training • What • Why • How • When • Where Situation Choice Choice Choice Choice Choice ? ? ? ? ? 33
  34. 34. Sales Learning System: Teaching Sales Judgment Sales Utility Belt Meets Training • What • Why • How • When • Where Choice Best Choice Choice Choice Choice Don’t Skip! Conscious Competence Situation 34
  35. 35. Sales Learning System: Prepare for Change Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management 1 5 4 3 2 Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers 35
  36. 36. Sales Learning System: Guide the Change 36 Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers Guide the Change (The 5 Stages) • Teach the content, validate learning occurred • Sustain the knowledge • Develop skills (practice with expert feedback loops) • Transfer and apply skills on the job • Coach to mastery over time 1 5 4 3 2 36
  37. 37. The 5 Stages of Sales Mastery & Behavior Change 37 Stage 1: Knowledge Acquisition Acquire the knowledge behind the skill with examples and assessments/tests to validate learning. eLearning, Classroom Instruction (FTF or Virtual), Assessments Stage 2: Knowledge Sustainment Sustain the knowledge; reverse the “forgetting curve.” Q&A, Check-Ins, Assessments, Learning Reinforcement Systems Stage 3: Skill Development Develop and practice skills. Convert knowledge into behavior. Flipped Classrooms, Role Playing, Live Simulations, Virtual Coaching Tools Stage 4: Skill Transfer Apply the newly- acquired and practiced skills in the workplace. Mentoring and Preparation to Use Skills, Forms/Job Aids/Performance Support Stage 5: Skill Mastery Guide and coach reps to skill mastery and performance outcomes, over time. Sales Analytics, Field Training and Coaching, Coaching Forms and Tools Learn something new. Known to work. What, Why, & How. Don’t forget. Just because they learned something new, doesn’t mean they’ll retain it. Just because they know and remember, doesn’t mean they can do it. Just because they can do it, doesn’t mean they will. (Skill/Will Matrix) Just because they tried it, doesn’t mean they did it well or will continue to do it. STAGE WHAT HOW WHY 37
  38. 38. Sales Learning System: Cement the Change Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management 2 Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers Guide the Change • Teach the content, validate learning occurred • Sustain the knowledge • Develop skills (practice with expert feedback loops) • Transfer and apply skills on the job • Coach to mastery over time Cement the Change • Get metrics and measures in place • Manage to behavior and performance expectations • Lead and manage the change until it cements in the culture 1 5 4 3 38
  39. 39. How Sales Tools/Services Can Support The 5 Stages Learning Platforms Virtual Practice Environments Knowledge Skill Development Transfer Support Sustainment “Game Film” 1 3 2 4 5 Job Aids Manager Toolkits Sales Playbooks Mastery Coaching Learning Reinforcement Systems START EPSS Training Content Must Get Results When Used 39
  40. 40. Appendix
  41. 41. Additional Reading on The Four Systems • Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview • Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection • Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport • Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning • Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement Sales Selection Sales Support Sales Learning Sales Management
  42. 42. Complimentary White Paper Realizing the Growth Potential of the Internet of Things: The Convergence of Market Opportunity, Design Thinking, Technical Enablement and Sales Enablement http://bit.ly/DTI-IoTPotential
  43. 43. Free Sales Coaching Excellence eBook by Mike Kunkle http://bit.ly/SalesCoachingeBook-DTI
  44. 44. GAJAH ANNUAL REPORT 2015 | 45 1800 Perimeter Park Morrisville, NC www.DXform.io info@dxform.io 1.855.778.7246 THANK YOU!

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