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Increase Quota Attainment with a Buyer-Oriented Selling System

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Recorded Webinar: http://bit.ly/KunkleWebinar12132018 - watch the recording and download slides. Need to register for SMMConnect.com, but it's free.

In this webinar, I share a Buyer-Oriented Selling System™ that will help you:

• Shift your sellers’ mindset to think like a buyer
• “Flip the script” to operate outside-in, from your buyers’ perspective
• Operate in ways that build trust, rather than sounding like a stereotypical salesperson
• Increase competitive differentiation as well as improve win-rates and quota attainment
• Sell differently to get different results

Published in: Sales
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Increase Quota Attainment with a Buyer-Oriented Selling System

  1. 1. Mike Kunkle VP, Sales Enablement Services SPA | SPASIGMA Increase Quota Attainment with a Buyer-Oriented Selling System
  2. 2. What • Sales Transformation Straight Talk webinar series Why • Provide the latest thinking and actionable ideas to transform your sales results How • Solo webinars, guest speakers, panels, Q&A - Always taking requests When & Where • Usually mid-month, usually mid-week, usually 2 pm Eastern, usually every month, right here on SMM Connect - Always check www.smmconnect.com for details
  3. 3. AGENDA • What is a Buyer-Oriented Selling System? • Why should we make this shift? • Understand your buyers better than the competition • Flip the script to buyer-centric messaging • Do exceptional discovery and qualify the opportunity • Co-create solutions that they buyers own • Manage the process with buying process exit criteria • Q&A Our Plan for Today 3 Yes, I have a plan
  4. 4. What is a Buyer-Oriented Selling System?
  5. 5. What is a Buyer-Oriented Selling System? It’s an outside-in, buyer-centric way of thinking… COIN-OP Personas Challenges Opportunities Impacts Needs Objectives Priorities Metrics / How they are measured Value messaging to capture interest based on  Targeted discovery questions / approach How to demo/present based on  How to build solutions to address COIN-OP Common concerns and how to resolve Competitors and how to position against Outcomes and value they want and how you enable both Role 1 Role 2 Role 3 etc. Buyer-Oriented Messaging Matrix
  6. 6. What is a Buyer-Oriented Selling System? Qualify the opportunity: • Decision Makers • Decision Criteria • Urgency • Outcomes • Economics • Options Understand your buyers/decision makers: • Roles • Goals • Challenges | Opportunities | Impacts | Needs | Objectives | Priorities • Buying process • Buying criteria exit criteria • Metrics that matter most Flip the script to buyer-centric messaging: • Problems not products • Solutions to their challenges • Outcomes they want • Business and personal needs • Tailor by persona/person Do exceptional discovery: • Situation assessment • Current state • Future state • Gap analysis • Outcomes Co-create solutions: • Build to solve problems • Build to deliver outcomes • Communicate value • Message by persona/person Manage the process: • Uncover decision criteria per stage • Meet the exit criteria per stage • Keep commitments • Gain commitments Applied to your sales process & methodology…
  7. 7. https://info.millerheimangroup.com/the-growing-buyer-seller-gap-2018-buyer-preferences-study.html Why Should We Make This Shift?
  8. 8. Why Should We Make This Shift? • Less than 33% of buyers feel vendors are well-informed • Sellers lack business acumen - 75% of buyers say sales reps do not demonstrate knowledge of their industry structure - 74% of buyers believe salespeople don’t demonstrate financial literacy - 73% of buyers say salespeople are not able to translate business data into insights - 72% of buyers report salespeople do not demonstrate an understanding of core business roles and key organizational stakeholders • About 60% of buyers question their sales rep’s integrity • Only 25% of sales reps are effective at engaging with influencers • Just 34% of buyers see vendors as “always effective” in sales conversations with executives. https://www.valueselling.com/press-release/study-finds-most-b2b-buyers-question-sales-reps-integrity https://business.linkedin.com/marketing-solutions/blog/content-marketing- thought-leaders/2016/announcing-the-_rethink-the-b2b-buyers-journey-ebook-- 6-takeaway The 4 Most Important Factors for Buyers’ Willingness to Engage with a Vendor Understands my company’s business model Is a subject matter expert/thought leader Provides valuable consultation, education, or tools Knows my company’s product/services 26% 25% 25% 25% See any problems here?
  9. 9. I could go on… (for your reading pleasure later) • https://www.valueselling.com/press-release/study-finds-most-b2b-buyers-question-sales-reps-integrity • https://www.millerheimangroup.com/resources/news/study-half-of-b2b-buyers-make-up-their-minds-before-talking-to-sales-reps/ • https://www.amazon.com/Stop-Selling-Start-Leading-Extraordinary/dp/1119446287/ • https://business.linkedin.com/marketing-solutions/blog/content-marketing-thought-leaders/2016/announcing-the-_rethink-the-b2b- buyers-journey-ebook--6-takeaway • https://www.marketingprofs.com/charts/2018/33725/what-b2b-buyers-want-sales-outreach-and-content-preferences • https://v3b.com/2018/06/what-b2b-buyers-want-from-vendors/ • https://www.gartner.com/smarterwithgartner/what-sales-should-know-about-modern-b2b-buyers/ • https://www.gartner.com/smarterwithgartner/a-guide-to-buyer-enablement/ • https://discoverorg.com/blog/what-b2b-buyers-want/ • https://www.mediafly.com/defining-perfect-selling-experience-deb-calvert/ • http://info.trinityperspectives.com.au/mood-of-the-b2b-buyer-report-2018 • https://hbr.org/2018/03/the-b2b-elements-of-value Why Should We Make This Shift?
  10. 10. Buyer-Oriented Selling System Qualify the opportunity: • Decision Makers • Decision Criteria • Urgency • Outcomes • Economics • Options Understand your buyers/decision makers: • Roles • Goals • Challenges | Opportunities | Impacts | Needs | Objectives | Priorities • Buying process • Buying criteria exit criteria • Metrics that matter most Flip the script to buyer-centric messaging: • Problems not products • Solutions to their challenges • Outcomes they want • Business and personal needs • Tailor by persona/person Do exceptional discovery: • Situation assessment • Current state • Future state • Gap analysis • Outcomes Co-create solutions: • Build to solve problems • Build to deliver outcomes • Communicate value • Message by persona/person Manage the process: • Uncover decision criteria per stage • Meet the exit criteria per stage • Keep commitments • Gain commitments Which brings us back to…
  11. 11. Understand Your Buyers Better Than Your Competition
  12. 12. Buyer-Oriented Selling System™ Understand your buyers/decision makers: • Roles • Goals • COIN-OP ✓ Challenges | Opportunities | Impacts | Needs | Objectives | Priorities • Buying process + Buying criteria exit criteria • Metrics that matter most Do Solid Buyer Persona Research!
  13. 13. Flip the Script to Buyer-centric Messaging
  14. 14. Flip the Script to Buyer-centric Messaging • Problems not products • Solutions to their challenges • Outcomes they want • Business and personal needs • Tailor by persona/person… Buyer-Oriented Messaging Matrix
  15. 15. Do Exceptional Discovery and Qualify the Opportunity
  16. 16. Do Exceptional Discovery Situation Assessment • Current State • Future State • Gap Analysis • Impact Analysis • Outcomes
  17. 17. SituationAssessmentFramework Future State Factor Analysis Plans and Initiatives • Foreseeable business landscape changes • Related past initiatives & outcomes • Status of ongoing initiatives • Future planned initiatives & status • Compelling events | Critical business needs Analysis • Desired outcomes • Problems to avoid • Opportunities to maximize • Risks | Threats to initiative success Impacts (Positive) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • KPI/CSF/Operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Validation • Improve | Accomplish | Avoid Current State Factor Analysis Situation Overview • Current business landscape • Strategic objectives • Tactical plans | Current initiatives • Business performance/CSFs • Metrics that matter most Analysis • Current successes • Current problems • Perceived opportunities • Risks | Threats of status quo Impacts (Negative) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • KPI/CSF/Operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Hypothesis • Improve | Accomplish | Avoid Gap Analysis Impact Analysis POINT A – What Is POINT B – What Should Be Do Exceptional Discovery
  18. 18. Situation Assessment Framework Future State Factor Analysis Plans and Initiatives • Foreseeable business landscape changes • Related past initiatives & outcomes • Status of ongoing initiatives • Future planned initiatives & status • Compelling event | Critical business need Analysis • Desired outcomes • Problems to avoid • Opportunities to maximize • Risks | Threats to initiative success Current State Factor Analysis Situation Overview • Current business landscape • Strategic objectives • Tactical plans | Current initiatives • Business performance/CSFs • Metrics that matter most Analysis • Current successes • Current problems • Perceived opportunities • Risks | Threats of status quo Gap Analysis Determine Gaps: • Mindset • Knowledge • Skills • Capabilities • Plans • Processes • Methodologies • Tools Point A Point B
  19. 19. Current State Factor Analysis Impacts (Negative) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • KPIs/CSFs/Ops metrics • Strategic objectives • Mission | Vision • Reputation | Image Situation Assessment Framework Future State Factor Analysis Impacts (Positive) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • KPIs/CSFs/Ops metrics • Strategic objectives • Mission | Vision • Reputation | Image Outcome Selling Retail Shrinkage Telecom Errors per station Manufacturing Overall Equipment Effectiveness (OEE) Healthcare Net income to patient revenue Energy Electrical grid load Labor cost over project timeline Construction Cash flow return on investments (CFROI) Finance/Insurance KPIs | CSFs | Domain Expertise $ $ $ $ $ $ $ $ $ Impact Analysis Point A Point B
  20. 20. Current State Factor Analysis Impacts (Negative) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • KPIs/CSFs/Ops metrics • Strategic objectives • Mission | Vision • Reputation | Image Situation Assessment Framework Future State Factor Analysis Impacts (Positive) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • KPIs/CSFs/Ops metrics • Strategic objectives • Mission | Vision • Reputation | Image Point A Impact Analysis Point B
  21. 21. Current State Factor Analysis Impacts (Negative) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • KPIs/CSFs/Ops metrics • Strategic objectives • Mission | Vision • Reputation | Image Situation Assessment Framework Future State Factor Analysis Impacts (Positive) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • KPIs/CSFs/Ops metrics • Strategic objectives • Mission | Vision • Reputation | Image Relationship Selling • Reputation • Image (look good) • Career aspirations or pressures • Personal achievement • Purpose | Autonomy | Mastery • Order • Power or political capital • Belonging • Achievement • Recognition • Safety (avoid/reduce risk) Personal | Emotional FactorsPoint A Point B Impact Analysis
  22. 22. Qualify the Opportunity 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* to the Decision Makers • Economics: Initiative is funded, or budget/funding available • Options: Who are you competing with (including status quo and DIY) and how are options viewed, comparatively? * Already included in Situation Assessment Factor Analyses
  23. 23. Co-create Solutions That the Buyers Own
  24. 24. Co-create Solutions the Buyer Owns © 2018 Greener Consulting Limited T/A Futurecurve. All Rights Reserved. Co-created Value Solution Offer Component A customized solution, co-created with the customer. Solutions that improve business outcomes. Often groupings of offers that provide a solution to a problem. Must be able to quantify the improvement. Components combined or bundled to fulfill a specific operational function. Individual commodities for sale, often transactional and priced for usage. Co-created Value Customers know what they want and the Sales role is to communicate value. Customers don’t know what they want but may know the desired outcome. The Sales role is to co-create value with them. Adapted from…
  25. 25. The Elements of B2B Value • Inspirational Value: - Purpose • Individual Value: - Career | Personal • Ease of Doing Business Value: - Productivity | Access | Relationship | Operational | Strategic • Functional Value: - Economic | Performance • Table Stakes: - Meeting specifications - Acceptable price - Regulatory compliance - Ethical standards Co-create Solutions the Buyer Owns https://hbr.org/2018/03/the-b2b-elements-of-value
  26. 26. Manage the Process with Buying Process Exit Criteria
  27. 27. Manage the Process with Buying Process Exit Criteria What each decision maker needs to see, hear, feel, understand and believe, in each stage of their buying process/purchase pursuit, to be comfortable moving forward to the next stage with you. Selling by Superstition
  28. 28. Manage the Process with Buying Process Exit Criteria
  29. 29. Manage the Process with Buying Process Exit Criteria
  30. 30. Manage the Process with Buying Process Exit Criteria • Oops Out of Sync
  31. 31. Manage the Process with Buying Process Exit Criteria Out of Sync • Oops
  32. 32. Manage the Process with Buying Process Exit Criteria Out of Sync • Oops
  33. 33. Manage the Process with Buying Process Exit Criteria Out of Sync • Oops
  34. 34. Manage the Process with Buying Process Exit Criteria • Assess where your prospects are in their buying process and respond accordingly • Ask directly about where they are (individual decision maker’s Buying Process Exit Criteria per stage) • Keep product discussions relevant for their location in their process
  35. 35. Appendix
  36. 36. Mike Kunkle is a respected sales transformation architect and internationally-recognized sales training and sales enablement expert. He’s spent 34 years in the sales profession and 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 Vice President of Sales Enablement Services for SPA and SPASIGMA, where he advises clients, writes, speaks, leads webinars, publishes sales training courses, and designs sales learning systems that get results. Connect with Mike & Follow His Content SPA Blog http://www.strategicpricing.com/blog SPASIGMA Blog https://spasigma.com/blog/ Transforming Sales Results Blog https://www.mikekunkle.com/blog SMM Connect Webinars http://bit.ly/STSTonSMM BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel LinkedIn Publisher http://bit.ly/MikeKunkleLIPublisher LinkedIn Profile https://www.linkedin.com/in/mikekunkle SlideShare https://www.slideshare.net/mikekunkle Twitter https://twitter.com/mike_kunkle 216.455.1558 mike.kunkle@spasigma.com Mike Kunkle VP, Sales Enablement Services
  37. 37. THANK YOU! https://spasigma.com/request-meetinghttps://spasigma.com/contact

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