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Build Your 2016 Sales Process
with Scott Sambucci

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Why are we here today?

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1. Grow revenue

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2. Build your sales model

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3. Scale your sales process.

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4. Identify risks…

… and gaps.

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5. Take action

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Rule #1: Share ideas

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Rule #2: Ask questions

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Rule #3: Be honest

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What
problem are
you solving?

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WHY IS THIS IMPORTANT?

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If you don’t know your customer’s
problem…

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…you’re a hammer looking for a
nail.

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… you’re talking past your
customers, not with them.

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But… when you know your
customer’s problem…

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… you become a trusted partner.

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…you’ll deal directly with executives
& decision-makers.

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…your customers will be more open
& honest.

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…they’ll tell you the real problem &
the politics involved.

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This will help you…

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…win bigger deals

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…in less time

+ “5 whys” analysis
1.
2.
3.
4.
5.

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Improve
Coordination
Increase
X-Efficiency
Create New
Information
Reduce
Transaction Costs
(Think: Friction)
Key problems worth solving

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A few more problems worth
solving…

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Regulatory & Compliance

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Automation & Digitization

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Attracting & Retaining Talent

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Accelerating Innovation

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Voice of the Customer

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Reducing Volatility

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THE TOOLS YOU NEED

+ Discover “What problem am I solving?”
5 whys analysis
1.
2.
3.
4.
5.

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Ask: “Why is that important to the
customer?”

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RECAP: Tools you can use

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WHY IS THIS IMPORTANT?

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If you’re not focused on who you’re
selling to…

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…you can never be perceived as a
market expert.

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… you can’t speak with authority to
any one customer.

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…you’re a hammer looking for a
nail.

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When you focus on an industry and
segment…

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…you’ll know more about your
customer’s problem than them.

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…you’ll diagnose your customers’
problems more effectively.

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… and then be able prescribe your
solution.

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This will help you…

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…become a trusted partner.

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… work by referral.

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…generate inbound leads.

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… earn speaking opportunities.
Authority. Voice. Expertise.

(Note: I may or may not be saying something profound…)

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Buyer Types

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USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION

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User Buyer

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Economic Buyer

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Technical Buyer

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Product Champion

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USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION

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THE TOOLS YOU NEED

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Why is this important?

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Companies buy answers, not
products.

+ Executives think: “What can this do
for me? How can I put it to work for
my business?”

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“What job is your customers hiring
you to do?”
-Clayton Christensen

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Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:
http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf
Implied vs Explicit Needs

+How big is the problem?

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“…when you can measure what
you are speaking about, and
express it in numbers, you know
something about it.”

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4 Reasons why [people at]
enterprises buy

+ Revenue
+ Efficiency
- Cost
- Risk

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The Problem…

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Confused people don’t buy.

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You’re a risk to your customer.

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You’re a problem waiting to happen.

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They can’t trust you.

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The Opportunity…

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Small now. Grow later.

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You have a chance to be different.

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Key Principles

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Think “AND” not “OR.”

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“Send me a proposal…”

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“Send me a proposal…”

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Build a work plan.

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Give your customers a view of the
future.

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“What happens next?”
 The first minute?
 The first hour?
 The first day day?
 The first week?
 The first month?
 The first quarter?
 The first year?

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Milestones

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Putting it all together…

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Identify risks…

… and gaps

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1. Share with your team

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2. Watch for the recording

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3. Book your 1-hour session