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SELLING VALUE: HOW TO MOVE
FROM TRANSACTIONAL TO
COMPLEX SELLING
Watch the full webinar
TOPICS DISCUSSED
• What has changed in the buying journey?
• Difference between transactional and complex?
• What drives t...
CHANGES ARE HAPPENING
THE DECISION JOURNEY IN B2B
TRANSACTIONAL VS COMPLEX SELLING
Transactional
• Finding prospects with a need
• Perceived as Simple
• Low value
• Low ris...
WHAT DRIVES THE DECISION?
• Align with the Go To Market strategy
• Can depend of the product life cycle & market
maturity
...
PRODUCTS SHIFT FROM TO COMPLEX TO
TRANSACTIONAL
BUYING CONTEXT MATTERS
Efficiency Effectiveness
COMPLEX
Buying Environment
TRANSACTIONAL
Buying Environment
Transactional
...
THE BUYER DILEMMA
The
Buyer‘s
dilemma
in a
complex
world
Complicated buying
processes
 Various cross-functional
stakehold...
© MHI Global. All Rights Reserved. 10©MHI Global. All Rights Reserved.
DECODING THE DECISION DYNAMIC
Generational Buyers
B...
© MHI Global. All Rights Reserved. 11©MHI Global. All Rights Reserved.
DECODING THE DECISION DYNAMIC
People
More People In...
SELLING VALUE UNDER PRODUCT PARITY
• This not about features and benefits
• Understanding the customer’s context
• Underst...
2105 MHI GLOBAL S ALES BES T PRACTICE S TUDY
MHI GLOBAL S ALES MEETING
MHI RES EARCH TEAM
© MHI Global. All Rights Reserved. 14©MHI Global. All Rights Reserved.
DIGITAL TO ANALOGUE SHIFT
Decision Process
Awarenes...
© MHI Global. All Rights Reserved. 15©MHI Global. All Rights Reserved.
MHI Research Institute Note:
Sales Mastering Market...
© MHI Global. All Rights Reserved. 16©MHI Global. All Rights Reserved.
MHI Research Institute Note:
Social Engagement: Bey...
Join our next Sales Webinar on Social Selling
13 May 2015
Pascale Hall, Partner at Minds&More
Pascale.hall@mindsandmore.bi...
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How to move from transactional to complex selling?

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Full presentation from the webinar "How to move from transactional to complex selling?". For more information on the next webinar of this Sales Series featured by Minds&More and Vlerick, go to www.mindsandmore.biz or follow us on LinkedIn (company name: Minds&More).

Access the webinar recording from here: http://mindsandmore.biz/webinar-transactional-to-complex-selling

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How to move from transactional to complex selling?

  1. 1. SELLING VALUE: HOW TO MOVE FROM TRANSACTIONAL TO COMPLEX SELLING Watch the full webinar
  2. 2. TOPICS DISCUSSED • What has changed in the buying journey? • Difference between transactional and complex? • What drives the decision? • The informed buyer myth or reality? • How to sell Value? • Impact on the sales force & strategic focus
  3. 3. CHANGES ARE HAPPENING
  4. 4. THE DECISION JOURNEY IN B2B
  5. 5. TRANSACTIONAL VS COMPLEX SELLING Transactional • Finding prospects with a need • Perceived as Simple • Low value • Low risk involved • Understood by the buyer • High volume with discounts • Commodity • Easy to buy • Acceptable level of customer service • Sales reps, lone wolf Complex • Creating a vision of the future solution – high value • Complexity to achieve the outcome • Customer doesn’t know how to buy • Multiple decision makers, 3rd party • Team selling • Multiple levels of hierarchy are involved (internal & external) • Long sales cycles • Impacts processes • High switching costs • Higher Margins • High costs on SG&A • Consultants, sales experts
  6. 6. WHAT DRIVES THE DECISION? • Align with the Go To Market strategy • Can depend of the product life cycle & market maturity • Buyers context and perception matters • What if it is AND instead of or? • Is it a negotiation strategy?
  7. 7. PRODUCTS SHIFT FROM TO COMPLEX TO TRANSACTIONAL
  8. 8. BUYING CONTEXT MATTERS Efficiency Effectiveness COMPLEX Buying Environment TRANSACTIONAL Buying Environment Transactional  Defined product or service  Similar transactions on a regular basis  Small # buying influences plus procurement  Small business impact, little strategic relevance  Focus: Bottom line, budget optimization  Scalable efficiency  Complex challenge, solution  Every buying decision is different and unique  Large # buying influences, incl. committees  Huge business impact and strategic relevance  Focus: Effectiveness, investment, top line  Scalable learning Complex Increasing Complexity Level of Relationship
  9. 9. THE BUYER DILEMMA The Buyer‘s dilemma in a complex world Complicated buying processes  Various cross-functional stakeholders with different impact on situation  ROI focus and risk mitigation  Involvement of third party sourcing advisors Internal Selling  Influencing and orchestrating across the buying community  to create a shared vision regarding the desired solution More information, more data, more content - but more meaning?  Content covers primarily environmental context, tailored to typical roles and challenges  ROI calculators often not focused on the buyer‘s solution!  Very specific requirements -> search may not deliver the desired options
  10. 10. © MHI Global. All Rights Reserved. 10©MHI Global. All Rights Reserved. DECODING THE DECISION DYNAMIC Generational Buyers Boomer v. Millennial Linkedin Buying Team “87% of B to B Buyers either agreed or strongly agreed that they feel overwhelmed by the amount of content that is available” Data Source: DemandGen 2014 B2B Content Preferences Study Facebook Procurement Buyers No Concept of Value SFDC Old School Buyers Non-tech, non-social Google All-Informed Buyers Abundance of Information Twitter Stereotype Buyers Academic Interpretation
  11. 11. © MHI Global. All Rights Reserved. 11©MHI Global. All Rights Reserved. DECODING THE DECISION DYNAMIC People More People Involved Decision Dynamics How will this group of people, make this decision, this time? Politics Process More Formalized Process
  12. 12. SELLING VALUE UNDER PRODUCT PARITY • This not about features and benefits • Understanding the customer’s context • Understanding why customers buy? • Understanding why customers don’t buy? • Pro-active • Questioning, listening skills • Bringing Insight and Perspective NPV = PV – Risk – TCO
  13. 13. 2105 MHI GLOBAL S ALES BES T PRACTICE S TUDY MHI GLOBAL S ALES MEETING MHI RES EARCH TEAM
  14. 14. © MHI Global. All Rights Reserved. 14©MHI Global. All Rights Reserved. DIGITAL TO ANALOGUE SHIFT Decision Process Awareness Status Quo Activity Phase Recognize Need to Change Define Problem Research Shape Concept Evaluate Options Engagement Sales Execution Justification Select Best Implement Analogue: Sales Interaction Digital: Public Domain Digital to Analogue Shift MHI Research Institute Note: Buyer 2.0: Embrace the Chaos
  15. 15. © MHI Global. All Rights Reserved. 15©MHI Global. All Rights Reserved. MHI Research Institute Note: Sales Mastering Marketing Personal Brand LinkedIn Twitter Social Search Demand Generation Campaigns Social Selling Prospecting Reference Content Marketing Social Broadcast Email campaigns Customer Presentation Customer Marketing Nurturing programs Curated content Thought Leadership New Accounts Client Accounts STRATEGIC FOCUS: MASTER MARKETING
  16. 16. © MHI Global. All Rights Reserved. 16©MHI Global. All Rights Reserved. MHI Research Institute Note: Social Engagement: Beyond Social Selling Individual social marketing skills Social Marketing Adding social to CRM Social Account & Customer Profiles Social Customer Commu- nity Developing, managing and nurturing the social customer community Creating the social sales community Social Sales Collaboration Customer Collaboration Shared, tailored, secure content exchange Social Engagement STRATEGIC FOCUS: SOCIAL ENGAGEMENT
  17. 17. Join our next Sales Webinar on Social Selling 13 May 2015 Pascale Hall, Partner at Minds&More Pascale.hall@mindsandmore.biz @pascalehall www.mindsandmore.biz Save the date Stay connected with the speaker

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