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Sales as a Science

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Sales as a Science

  1. 1. Sales as a Science Winning By Design - June 2018 Dominique Levin
  2. 2. 80 : 80 Rule SUPERSTAR CULTURE SCIENCE CULTURE 80% of the revenue is generated by 20% of the people 80% of the revenue is generated by 80% of the people SuperstarOrdinary SuperstarOrdinary
  3. 3. Compressed Sales Cycle Sales Cycle (months) Number of deals per year 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 10 100 Recurring model with ACV of $12-48k Perpetual Software with a large Upfront commit: $100,000 + 20% U/S
  4. 4. Shift of Risk & Revenue 95% Logo Retention >130% Net Revenue Retention 75% Revenue from Existing Customers LAND EXPAND
  5. 5. CUSTOMER SERVICESALES LAND EXPAND Specialization
  6. 6. CSM MDR SDR AE ONB AM LAND EXPAND Specialization Support
  7. 7. PROCESSES ENABLEMENT SKILLS TEAM TECHNOLOGY SYSTEM / PROCESSES ENABLEMENT SKILLS SUPER STAR TECHNOLOGY Rise of A Science Culture
  8. 8. CR7 Awareness Education Selection Setup Use Grow I $CR1 The SaaS Method t(1) CR2 t(2) CR 3 CR5 CR6 CR 4 SQLMQLPROSPECT COMMIT LIVE ARR LTV t(3 ) t(5 ) t(6 ) t(7 ) t(4 ) SAL V
  9. 9. The SaaS Method
  10. 10. Science: Causation not Correlation Normalize the data, measure and benchmark the process, analyze and observe performers, to find the root- cause of any gaps. Design the process, organizational design, compensation, KPI dashboards, enablement, and identify key skills. Implement technology to provide turn-by-turn directions and automation where possible and appropriate. Measure results and iterate as needed. Train and on key sales activities in the sales process. Provide enablement to ensure process adherence and retainment of knowledge. AS S E S S DE S I G N TR A I N IM P L E M E N T
  11. 11. Outbound Call Discovery Call Demo Kick Off Ongoing Expansion V I $ Educate NOT Pitch 3 Grow NOT Upsell 71 Pain NOT Fit Trade NOT Negotiate 4 Diagnose NOT Qualify 2 Results NOT Usage 6 Orchestrate NOT Onboard 5 The Moments That Matter SAL SQLMQLPROSPECT COMMIT LIVE ARR LTV Proposal
  12. 12. Stage 1 CONVERSATION Stage 2 DISCOVERY Stage 3 DEMO Stage 4 PROPOSE Stage 5 TRADE Stage 6 COMMIT Stage 7 LOSS GOAL Secure a meeting with a client who fits the profile and has a pain. Diagnose the pain, identify the urgency and determine if we can help the customer. Navigate the org and keep educating by providing materials. Create a proposal outlining price and impact it will have on the customer’s business Prepare paperwork and execute with a sense of urgency Professional follow through to minimize buyer’s remorse, and bookkeeping in CRM Schedule a debrief to learn what we can do better next time. Leave a great impression! BEFORE SDR Handoff - Call before the call - Situational & pain questions Research situation - Research stakeholders - Identify Use-cases Decision Makers - - Establish a 3 x 3 Create proposal - Calculate Impact Trade off matrix - Prepare trade options CSM Hand-Off - Win vieo - Schedule Kick-off Set Alerts - Set alerts for 3/9 month check-ins DURING Confirm Situation - Situational questions - “Did I get that right?” Determine Pain - Emotional pain - Rational pain Discovery Meeting - Get Critical event - Establish Impact Educate/Demo - Top 3 Pain Points - Ball Park Pricing - Verify 3x3 - Find decision process Propose - Set up a reference call - Involve execs - Involve CS Trade - Agree on Pricing - Establish the Terms - Establish the Trade Revise the proposal - Re-establish impact - Highlight Critical Event Process paperwork - Execute mutual sign-off - Send executed copies - Archive contract - Update CRM Debrief - Debrief w/ the customer - Update CRM AFTER Scheduled a disco/demo meeting Scheduled meeting with decision makers Scheduled a review of the proposal. Do not sent a proposal before review meet is scheduled. Proposal sent, and reviewed with the team. Do not discount without a trade! - Get a commit date - Consequences of missing the commit date - Confirm the trade in an email IMMEDIATELY - Scheduled a kick-off call - Send thank you note - Send a thank you email to the client ENABLE - WBD Research Template - WBD Q-Cards - WBD Q-Cards - WBD Disco Blueprint - WBD Demo Blueprint - WBD Battle Cards* - WBD Account Plan - WBD Value Proposal - WBD Battle Cards* - WBD Account Plan - WBD Trading Cards - WBD CSM Hand Off MQL SQL SAL Propose LossDemo Verbal Win The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™
  13. 13. PROGRESSION OF THE CALL CLIENTENGAGEMENT CRITICAL EVENT IMPACT PAIN QUESTIONS SITUATIONAL QUESTIONS PAIN QUESTIONS INSERT 3RD PARTY REFERENCE OR ASK MORE QUESTIONS SITUATIONAL QUESTION DECISION CRITERIA Start Agenda Next Steps S P S P I CE Summarize D 3 Prescribe Prepare Discovery Call Blueprint The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™ Slow Down More Energy Stop Talking Listen Carefully Take Notes WAGONS ACE
  14. 14. CHALLENGES DISCOVERY QUESTIONS USE CASES Adoption of Tools. Lack of effective systems and utilization of tools S Do you have a consistent place where all ......sales collateral is accessed? P How is your team sharing content today? I How would your reps confidence in your ...... tools affect their ability to drive revenue? Ashley, the sales operations director at Argen had a challenge with using Salesforce for sales content. Her reps struggled to find information and Salesforce wasn’t consistently adopted. She increased adoption over 90% in 30 days, also aligning sales & marketing in the process. Inconsistent Training. Decrease sales cycle, and increase wins S How much time do your reps spend ....... looking for the right content? P How do you measure training ....... effectiveness? I What would happen if you don’t meet ....... your growth target? Chris Lapworth, VP of Communication at JLT found his team not forecasting or using using Salesforce consistently. He couldn’t figure out who the top producers were and this was hampering his ability to design effective training programs. Chris was able to increase Salesforce adoption and now everybody is sharing best practices. Unreliable Data. Need to implement effective sales strategies and reporting, often linked to and sales performance measurements S What other tools are you using? P Do you have clear visibility into what’s ......working, A/B testing the best content? I How would it affect your team if you weren’t able to find a solution to meet your goals? Jason Berk from Avinger’s existing solution required lot of technical support, and provided inconsistent data. His reps were struggling to sell into complex ecosystems like Hospitals. In 6 weeks, Jason was able to improve sales by helping his team find things through advanced search, while getting better analytics on sales practices. Sales Operations and Enablement The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™
  15. 15. Gold boxes count for double points. Typical scoring is 2 points for yes, 1 point for attempted but didn’t quite nail it, and 0 points if missed. Discovery Call Bingo Card ACE and Agenda A ppreciate C heck end time (if scheduled) E nd goal (if scheduled) Agenda Ask “what else to add?” Summarize previous call or research Diagnose / SPICE Establish S ituation Identify P ain Prioritize their pain Share 3rd party story Identify I mpact Uncover C ritical E vent Demo Prioritize their pain Orient them to layout Add their context to each feature Would this solve your challenge? How would this impact you? Can you see yourself using this? Connect the Wagons Summarize Did I get that right? Client says “that’s exactly right” Ready for next step? Schedule Follow Up What do you want out of next step? Ask if others would benefit to join next? TALKER T one of voice A sk questions L isten & mirror K eep notes E laborate R epeat The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™
  16. 16. Implementation The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™ Custom implementation inside Google Sheets
  17. 17. The SaaS Sales Method™Proprietary & Confidential - Do not distribute - Winning By Design™ https://www.refract.ai (powered by Winning by Design)
  18. 18. Think in Systems CR1 0.30 0.31 0.32 1 3 75 642 CR2 0.20 0.21 0.22 CR3/4 1:5 1: 4½ 1:4 ACV -20% -10% 0% ARR $1,455,552 $2,078,256 $2,921,143 I PROSPECTS 1,000 1,000 1,000 V CR5 0.95 0.97 0.99 CR6 0.95 0.97 0.99 CR7 1.00 1.02 1.05
  19. 19. Think in Systems $1,455,552 ARR Level of expertise Amateur Professional Expert 2.0x $2,921,143 $2,078,256
  20. 20. Thank You Learn more: www.winningbydesign.com/sales- academy/ Dominique@winningbydesign.com https://www.g2crowd.com/products/winning-by-design/reviews

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