Improving Sales Enablement -- Three Critical Conversations Your Sales Team Must Master

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In this presentation, you will learn about three key value conversation “moments” that all salespeople must master, which include creating value, confirming value and capturing value.

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Improving Sales Enablement -- Three Critical Conversations Your Sales Team Must Master

  1. 1. Improving Sales Enablement – Three Critical Conversations Your Sales Team Must Master Tim Riesterer ChiefStrategyandMarketingOfficer
  2. 2. Q: #1 Reason Don’t Hit Quota? A: Inability to Articulate Value! Leads Products Process Training CRM
  3. 3. Good Intentions. Wrong Instincts.
  4. 4. STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS DIFFERENTIATION IDENTIFY NEWNEEDS MAXIMIZATION Customer Conversation Continuum Create Value Elevate Value Capture Value
  5. 5. DIFFERENTIATION Customer Conversation Continuum Create Value STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS
  6. 6. Status Quo Buy 60 “Why Change?” “Why You” % -3 -1 +1 +2 +3-2 NO DECISION 60 %
  7. 7. Declared Preference RevealedPreference Status Quo Buy 60 “Why Change?” “Why You” % % -3 -1 +1 +2 +3-2 60NO DECISION
  8. 8. DISTINCTPOINTOFVIEW Status Quo Threatened Identify NewNeeds Define Solution Identify ViableVendors Review Approaches Make Decision 74 “Why Change?” “Why You” COMMODITIZEDCONVERSATION 26% %BUYINGVISION BAKE-OFF -3 -1 +1 +2 +3-2 • Makethe status quo unsafe • Definenew setof needs • Alignw/yourStrengths • Here’swhatyousayyouneed • Here’swhatwedodifferent • Here’sthe benefit youwillget
  9. 9. Identified NEEDS CAPABILITIESSpecified Commoditized Conversation Creating a Buying Vision
  10. 10. NEEDS Identified Specified CAPABILITIES UNKNOWN STRENGTHS UNCONSIDERED NEEDS Commoditized Conversation Creating a Buying Vision Distinct Point of View
  11. 11. 13 Didn’t appreciate…. The problem is as big or coming as fast as you say?! Didn’t realize… there was even something to fix that issue or annoyance?! Didn’t know… that was a problem I was having until you pointed it out?! Under-Valued Un-Met Unknown
  12. 12. DIFFERENTIATION Customer Conversation Continuum Create Value STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS
  13. 13. DIFFERENTIATION MAXIMIZATION Customer Conversation Continuum STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS Create Value Elevate Value Capture Value
  14. 14. DIFFERENTIATION Customer Conversation Continuum Elevate Value STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS
  15. 15. PRODUCTKNOWLEDGE BUSINESSEXPERTISE EXECUTIVES VALUE4X MORE
  16. 16. EXECUTIVES VALUE4X MORE 88% PROFICIENT 24% PROFICIENT 4X LESS LIKELY PRODUCTKNOWLEDGE BUSINESSEXPERTISE
  17. 17. EXECUTIVES VALUE4X MORE 88% PROFICIENT 24% PROFICIENT 4X LESS LIKELY BESTIN CLASS FOCUS2X MORE AVERAGE COMPANIES FOCUS MORE PRODUCTKNOWLEDGE BUSINESSEXPERTISEBUSINESSVALUEGAP
  18. 18. 80% decisions
  19. 19. 10% executive contacts 80% decisions FEAR
  20. 20. Business Knowledge Customer Insight Financial Acumen ROI Executive Engagement Fluency target core competencies 1 2 3 4 5
  21. 21. 50% average current competence Fluency target Typical Self- Assessment Business Knowledge Customer Insight Financial Acumen ROI Executive Engagement core competencies 1 2 3 4 5
  22. 22. Intellectual Altitude Business Knowledge Customer Insight Financial Acumen ROI Executive Engagement core competencies 1 2 3 4 5 50% average current competence Fluency target Typical Self- Assessment
  23. 23. DIFFERENTIATION Customer Conversation Continuum Elevate Value STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS
  24. 24. DIFFERENTIATION MAXIMIZATION Customer Conversation Continuum STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS Create Value Elevate Value Capture Value
  25. 25. Customer Conversation Continuum STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS MAXIMIZATION Capture Value
  26. 26. Your Price I% increase in discounting 9% decrease in operating margin A SLIPPERY SLOPE
  27. 27. Your Price Their Price TYPICAL VIEW OF DISCOUNTING Negotiating Tactics Selling to business buyer Deal moves to purchasing
  28. 28. Your Price Their Price WHAT’S REALLY HAPPENING Negotiating Tactics Selling to business buyer Deal moves to purchasing Value Leaks
  29. 29. Demonstrating Value? CHECKING BOXES
  30. 30. Demonstrating Value? Giving Away Value CHECKING BOXES
  31. 31. Exchanging Value PIVOTAL AGREEMENTS CHECKING BOXES Demonstrating Value? Giving Away Value
  32. 32. Customer Conversation Continuum STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS MAXIMIZATION Capture Value
  33. 33. DIFFERENTIATION MAXIMIZATION Customer Conversation Continuum STATUS QUO THREATENED DEFINE SOLUTION REVIEW VENDORS CHOOSE SOLUTION -3 -1 +1 +2 +3-2 TERMSAND CONDITIONS IDENTIFY NEWNEEDS Create Value Elevate Value Capture Value
  34. 34. Good Intentions. Wrong Instincts.
  35. 35. Thank you Formoreinformation SAVO Web Site: www.savogroup.com Sales First Nation: www.savogroup.com/sales-first-nation/ SAVO Products: www.savogroup.com/products/ SAVO Phone: 312-276-7700

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