Engineering Your Sales Process          LSC Workshop         December 4, 2012            © 2012 SKMurphy, Inc. (skmurphy.c...
About SKMurphy, Inc. We Offer Strategy and Customer  Development Consulting & Products Our Focus is on Software Entrepre...
About SalesQualia   Improve Sales Performance. Sell More Stuff.TM   Coaching, Videos, Advisory, Software, Training   Tw...
Who’s In The Audience? Actively Selling a Product In Development, Preparing to Sell Considering Starting a Company     ...
Around the Room Name / Company What Is The Most Important Thing You  Would Like to Take Away From Today?               ©...
Our Goals for Today’s Workshop Understand Your Customer’s Buying Process Understand Your Sales Process Tools to Help Mo...
Engineering Your Sales ProcessOverview Customer Buying Process Structure of Sales Process Top 5 Sales Challenges    1. ...
Customer Buying ProcessMany Hats / Many Players Buyer: Owns Budget and Decision Users: Directly Impacted (Dis-)Approver...
Customer Buying ProcessFour Key Criteria1. What Critical Business Issue Do You   Address?2. Executive: Save Money / Financ...
Customer Buying ProcessUnderstanding Their Situation Who Is The Buyer?   May Not Be The User   Title, Industry, Company...
Take 5 Minutes Who Is The Buyer?   May Not Be The User   Title, Industry, Company Characteristics What Are They Respon...
Share Your Answers Who Is The Buyer?   May Not Be The User   Title, Industry, Company Characteristics What Are They Re...
Engineering Your Sales ProcessOverview Customer Buying Process Structure of Sales Process Top 5 Sales Challenges    1. ...
Structure of Sales ProcessSales Funnel             Initial Conversation                Needs Analysis            Evaluatio...
Structure of Sales ProcessNew Lead / Initial Conversation Conversation Type   Cold Call   Referral   Response To Confe...
Structure of Sales ProcessNeeds Analysis Don’t Pre-Answer Basic Questions Diagnose the Problem Together   Visionary vs....
Structure of Sales ProcessEvaluation of Options Options                     Timeline   Other Vendor(s)                ...
Structure of Sales ProcessResolving Concerns Final ROI Model   Executive: $ (Profit / Revenue)   Manager: People Or Hea...
Structure of Sales ProcessImplementation Three Phases   Prototype Use   Pilot Group   Proliferation / Scaling Out Eac...
Structure of Sales ProcessImplementation Its More Than a Purchase Order     Software License Agreement     Maintenance ...
Engineering Your Sales ProcessOverview Customer Buying Process Structure of Sales Process Top 5 Sales Challenges    1. ...
Questions for Audience:Let’s Look At A Sales Challenge Situation     Prospect Company Type / Industry     Title Of Buye...
Top 5 Sales Challenges1.   Cannot Get A Second Call2.   “Go Dark” After Several Conversations3.   Never Ending Beta4.   De...
10 Minute Break Review Questions For Debugging Your  Sales Challenges               © 2012 SKMurphy, Inc. (skmurphy.com) ...
Top 5 Sales Challenges1.   Cannot Get A Second Call2.   “Go Dark” After Several Conversations3.   Never Ending Beta4.   De...
Who Has The Challenge“Cannot Get a Second Call”?   Tell Us About The Situation   Who Is The Buyer?   How Are They Measu...
Debugging“Cannot Get a Second Call” First Conversation You Need To Gather   Enough Info In First Call To Recover And Lay...
Who Has The ChallengeGo Dark After Several Conversations?   Tell Us About The Situation   Who Is The Buyer?   How Are T...
DebuggingGo Dark After Several Conversations Needs Analysis – Elicit Symptoms 3-minute Test Jump To Demo - IQ Test “How...
Who Has The Challenge“Never Ending Beta”?   Tell Us About The Situation   Who Is The Buyer?   How Are They Measured?  ...
Debugging“Never Ending Beta” No Critical Date No Critical Business Issue No Formal Evaluation Place, No Explicit  Proce...
Who Has The Challenge“Deal Stalled”?   Tell Us About The Situation   Who Is The Buyer?   How Are They Measured?   What...
Debugging“Deal Stalled” May Have Internal Members Who Say No May Have A Critical Dependency:   Another Vendor   Upgrad...
Who Has The Challenge“Prospect Stays With Status Quo”?   Tell Us About The Situation   Who Is The Buyer?   How Are They...
Debugging“Prospect Stays With Status Quo” Is It Still A Critical Business Issue?    What Is Cost of Living With Problem?...
Engineering Your Sales ProcessOverview Customer Buying Process Structure of Sales Process Top 5 Sales Challenges    1. ...
Create Your Sales Map   State Your Objective   Consider All Possibilities And Outcomes   Identify Tasks That Lead To Yo...
Sales Map – New Call            © 2012 SKMurphy, Inc. (skmurphy.com) &   38                 SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   39     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   40     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   41     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   42     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   43     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   44     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   45     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   46     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   47     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   48     SalesQualia (salesqualia.com)
© 2012 SKMurphy, Inc. (skmurphy.com) &   49     SalesQualia (salesqualia.com)
Sales Map – Website Lead What is Goal For This Call? Assume Prospect Answers:  What Is The First Question You Will Ask?...
Sales Map – Website LeadVolunteer From Audience   What is Goal For This Call?   What Is The First Question You Will Ask?...
Engineering Your Sales ProcessWrap   Customer Buying Process   Structure of Sales Process   Top 5 Sales Challenges   S...
Please Let Us Know How TheWorkshop Was For you Feedback Card                  © 2012 SKMurphy, Inc. (skmurphy.com) &   53...
About SKMurphy, Inc. We Offer Strategy and Customer  Development Consulting & Products Our Focus is on Software Entrepre...
About SalesQualia   Improve Sales Performance. Sell More Stuff.TM   Coaching, Videos, Advisory, Software, Training   Tw...
Last Slide in Handout             © 2012 SKMurphy, Inc. (skmurphy.com) &   56                  SalesQualia (salesqualia.com)
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Engineering Your Sales Process

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This presentation was delivered by Sean Murphy and Scott Sambucci at the 2012 Lean Startup Conference, San Francisco during a 3 hour workshop.

The workshop focused on Customer Development for enterprise selling, with deep discussions around the Customer Buying Process, the Sales Process, 5 Challenges Every Salesperson Faces, and Sales Mapping.

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  • Thanks Ryan. I've just uploaded the presentation from last night's workshop - 'Selling for the Lean Startup.' Be sure to check it out.
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  • Thanks for sharing the presentation Manuel. Glad you found it valuable.
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  • Pair Up Then 2-3 Volunteers
  • Champion
  • / de-brief after each call; do a pre-mortem 2-3 reasons why he will continue, 2-3 reasons why he won’t
  • Engineering Your Sales Process

    1. 1. Engineering Your Sales Process LSC Workshop December 4, 2012 © 2012 SKMurphy, Inc. (skmurphy.com) & 1 SalesQualia (salesqualia.com)
    2. 2. About SKMurphy, Inc. We Offer Strategy and Customer Development Consulting & Products Our Focus is on Software Entrepreneurs We Help Them Find  Early Customers / Early References  Early Revenue © 2012 SKMurphy, Inc. (skmurphy.com) & 2 SalesQualia (salesqualia.com)
    3. 3. About SalesQualia Improve Sales Performance. Sell More Stuff.TM Coaching, Videos, Advisory, Software, Training Twitter: @salesqualia | @scottsambucci Web: www.salesqualia.com Quora: SalesQualia Amazon “Startup Selling: How To Sell If You Really, Really Have To And Don’t Know How” © 2012 SKMurphy, Inc. (skmurphy.com) & 3 SalesQualia (salesqualia.com)
    4. 4. Who’s In The Audience? Actively Selling a Product In Development, Preparing to Sell Considering Starting a Company © 2012 SKMurphy, Inc. (skmurphy.com) & 4 SalesQualia (salesqualia.com)
    5. 5. Around the Room Name / Company What Is The Most Important Thing You Would Like to Take Away From Today? © 2012 SKMurphy, Inc. (skmurphy.com) & 5 SalesQualia (salesqualia.com)
    6. 6. Our Goals for Today’s Workshop Understand Your Customer’s Buying Process Understand Your Sales Process Tools to Help Move Your Sales Process Forward © 2012 SKMurphy, Inc. (skmurphy.com) & 6 SalesQualia (salesqualia.com)
    7. 7. Engineering Your Sales ProcessOverview Customer Buying Process Structure of Sales Process Top 5 Sales Challenges 1. Cannot Get A Second Call 2. “Go Dark” After Several Conversations 3. Never Ending Beta 4. Deals Stalled 5. Prospect Stays With Status Quo Sales Mapping © 2012 SKMurphy, Inc. (skmurphy.com) & 7 SalesQualia (salesqualia.com)
    8. 8. Customer Buying ProcessMany Hats / Many Players Buyer: Owns Budget and Decision Users: Directly Impacted (Dis-)Approvers  Influence Decision Path  Concerned with Policy or Process  Legal, HR, IT, Purchasing, etc.. © 2012 SKMurphy, Inc. (skmurphy.com) & 8 SalesQualia (salesqualia.com)
    9. 9. Customer Buying ProcessFour Key Criteria1. What Critical Business Issue Do You Address?2. Executive: Save Money / Financial Impact3. Manager: Save Headcount4. Individual: People Time / Cycle Time Impact © 2012 SKMurphy, Inc. (skmurphy.com) & 9 SalesQualia (salesqualia.com)
    10. 10. Customer Buying ProcessUnderstanding Their Situation Who Is The Buyer?  May Not Be The User  Title, Industry, Company Characteristics What Are They Responsible For? How Are They Measured? What Is The Critical Business Issue: Pain, Problem, Or Need The Buyer Has? © 2012 SKMurphy, Inc. (skmurphy.com) & 10 SalesQualia (salesqualia.com)
    11. 11. Take 5 Minutes Who Is The Buyer?  May Not Be The User  Title, Industry, Company Characteristics What Are They Responsible For? How Are They Measured? What Is The Critical Business Issue: Pain, Problem, Or Need The Buyer Has? © 2012 SKMurphy, Inc. (skmurphy.com) & 11 SalesQualia (salesqualia.com)
    12. 12. Share Your Answers Who Is The Buyer?  May Not Be The User  Title, Industry, Company Characteristics What Are They Responsible For? How Are They Measured? What Is The Critical Business Issue: Pain, Problem, Or Need The Buyer Has? © 2012 SKMurphy, Inc. (skmurphy.com) & 12 SalesQualia (salesqualia.com)
    13. 13. Engineering Your Sales ProcessOverview Customer Buying Process Structure of Sales Process Top 5 Sales Challenges 1. Cannot Get A Second Call 2. “Go Dark” After Several Conversations 3. Never Ending Beta 4. Deals Stalled 5. Prospect Stays With Status Quo Sales Mapping © 2012 SKMurphy, Inc. (skmurphy.com) & 13 SalesQualia (salesqualia.com)
    14. 14. Structure of Sales ProcessSales Funnel Initial Conversation Needs Analysis Evaluation of Options Resolving Concerns Implementation © 2012 SKMurphy, Inc. (skmurphy.com) & 14 SalesQualia (salesqualia.com)
    15. 15. Structure of Sales ProcessNew Lead / Initial Conversation Conversation Type  Cold Call  Referral  Response To Conference/Meetup Conversation Is Bidirectional Outcome: If Interest, Agree To Next Action  Schedule It  Map Out Who Else To Meet © 2012 SKMurphy, Inc. (skmurphy.com) & 15 SalesQualia (salesqualia.com)
    16. 16. Structure of Sales ProcessNeeds Analysis Don’t Pre-Answer Basic Questions Diagnose the Problem Together  Visionary vs. Pragmatic / Mainstream Impact of Solution Make Yourself a Resource  Add Value Immediately  Provides More Opportunity for Follow-up Objective: ID Critical Business Issue © 2012 SKMurphy, Inc. (skmurphy.com) & 16 SalesQualia (salesqualia.com)
    17. 17. Structure of Sales ProcessEvaluation of Options Options  Timeline  Other Vendor(s)  Decision  In-House  Business  Status Quo  Technical  Implementation Plan  Reference / Scale Up  Objective:  Customer Criteria Identified  How Does The Process End © 2012 SKMurphy, Inc. (skmurphy.com) & 17 SalesQualia (salesqualia.com)
    18. 18. Structure of Sales ProcessResolving Concerns Final ROI Model  Executive: $ (Profit / Revenue)  Manager: People Or Headcount  Individual: Time Hard Questions About Time & Risk Good Sign Customer Process: Understand, Believe & Act Objective: Plan To Make It Work © 2012 SKMurphy, Inc. (skmurphy.com) & 18 SalesQualia (salesqualia.com)
    19. 19. Structure of Sales ProcessImplementation Three Phases  Prototype Use  Pilot Group  Proliferation / Scaling Out Each Should Generate  Reference / Testimonial  Case Studies / Use Cases  Lessons Learned © 2012 SKMurphy, Inc. (skmurphy.com) & 19 SalesQualia (salesqualia.com)
    20. 20. Structure of Sales ProcessImplementation Its More Than a Purchase Order  Software License Agreement  Maintenance Agreement  Service Level Agreement  Purchasing (Commercial) Terms & Conditions  Non-Disclosure of Confidential Information and Intellectual Property © 2012 SKMurphy, Inc. (skmurphy.com) & 20 SalesQualia (salesqualia.com)
    21. 21. Engineering Your Sales ProcessOverview Customer Buying Process Structure of Sales Process Top 5 Sales Challenges 1. Cannot Get A Second Call 2. “Go Dark” After Several Conversations 3. Never Ending Beta 4. Deals Stalled 5. Prospect Stays With Status Quo Sales Mapping © 2012 SKMurphy, Inc. (skmurphy.com) & 21 SalesQualia (salesqualia.com)
    22. 22. Questions for Audience:Let’s Look At A Sales Challenge Situation  Prospect Company Type / Industry  Title Of Buyer  How Do You Know The Buyer?  Where Do You Think You Are In Sales Process What Is Preventing It From Moving Forward? © 2012 SKMurphy, Inc. (skmurphy.com) & 22 SalesQualia (salesqualia.com)
    23. 23. Top 5 Sales Challenges1. Cannot Get A Second Call2. “Go Dark” After Several Conversations3. Never Ending Beta4. Deals Stalled5. Prospect Stays With Status Quo © 2012 SKMurphy, Inc. (skmurphy.com) & 23 SalesQualia (salesqualia.com)
    24. 24. 10 Minute Break Review Questions For Debugging Your Sales Challenges © 2012 SKMurphy, Inc. (skmurphy.com) & 24 SalesQualia (salesqualia.com)
    25. 25. Top 5 Sales Challenges1. Cannot Get A Second Call2. “Go Dark” After Several Conversations3. Never Ending Beta4. Deals Stalled5. Prospect Stays With Status Quo © 2012 SKMurphy, Inc. (skmurphy.com) & 25 SalesQualia (salesqualia.com)
    26. 26. Who Has The Challenge“Cannot Get a Second Call”? Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value? © 2012 SKMurphy, Inc. (skmurphy.com) & 26 SalesQualia (salesqualia.com)
    27. 27. Debugging“Cannot Get a Second Call” First Conversation You Need To Gather  Enough Info In First Call To Recover And Lay Groundwork For Next Call  What Were Dual Assignments?  What Will Have Changed That Will Advance The Conversation? Revisit Critical Business Issue Understand Value to Prospect © 2012 SKMurphy, Inc. (skmurphy.com) & 27 SalesQualia (salesqualia.com)
    28. 28. Who Has The ChallengeGo Dark After Several Conversations? Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value? © 2012 SKMurphy, Inc. (skmurphy.com) & 28 SalesQualia (salesqualia.com)
    29. 29. DebuggingGo Dark After Several Conversations Needs Analysis – Elicit Symptoms 3-minute Test Jump To Demo - IQ Test “How Would You Use This In Your Business”? Key Goals / Objectives Deliberate Practice: De-brief Each Call  3 Reasons Why Sale Will Or Won’t Continue © 2012 SKMurphy, Inc. (skmurphy.com) & 29 SalesQualia (salesqualia.com)
    30. 30. Who Has The Challenge“Never Ending Beta”? Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value? © 2012 SKMurphy, Inc. (skmurphy.com) & 30 SalesQualia (salesqualia.com)
    31. 31. Debugging“Never Ending Beta” No Critical Date No Critical Business Issue No Formal Evaluation Place, No Explicit Process Wrong Person, Possibly Wrong Department Or Too Low © 2012 SKMurphy, Inc. (skmurphy.com) & 31 SalesQualia (salesqualia.com)
    32. 32. Who Has The Challenge“Deal Stalled”? Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value? © 2012 SKMurphy, Inc. (skmurphy.com) & 32 SalesQualia (salesqualia.com)
    33. 33. Debugging“Deal Stalled” May Have Internal Members Who Say No May Have A Critical Dependency:  Another Vendor  Upgrade To Current Infrastructure  Look For This In Other Pending Deals How Much Time To Reach Impact? Not A Critical Business Issue © 2012 SKMurphy, Inc. (skmurphy.com) & 33 SalesQualia (salesqualia.com)
    34. 34. Who Has The Challenge“Prospect Stays With Status Quo”? Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value? © 2012 SKMurphy, Inc. (skmurphy.com) & 34 SalesQualia (salesqualia.com)
    35. 35. Debugging“Prospect Stays With Status Quo” Is It Still A Critical Business Issue?  What Is Cost of Living With Problem?  Was It Ever a Critical Business Issue? Your Implementation May Be More Painful Than Living With Status Quo © 2012 SKMurphy, Inc. (skmurphy.com) & 35 SalesQualia (salesqualia.com)
    36. 36. Engineering Your Sales ProcessOverview Customer Buying Process Structure of Sales Process Top 5 Sales Challenges 1. Cannot Get A Second Call 2. “Go Dark” After Several Conversations 3. Never Ending Beta 4. Deals Stalled 5. Prospect Stays With Status Quo Sales Mapping © 2012 SKMurphy, Inc. (skmurphy.com) & 36 SalesQualia (salesqualia.com)
    37. 37. Create Your Sales Map State Your Objective Consider All Possibilities And Outcomes Identify Tasks That Lead To Your Objective Visualize The Process Document What Happened Iterate Your Map © 2012 SKMurphy, Inc. (skmurphy.com) & 37 SalesQualia (salesqualia.com)
    38. 38. Sales Map – New Call © 2012 SKMurphy, Inc. (skmurphy.com) & 38 SalesQualia (salesqualia.com)
    39. 39. © 2012 SKMurphy, Inc. (skmurphy.com) & 39 SalesQualia (salesqualia.com)
    40. 40. © 2012 SKMurphy, Inc. (skmurphy.com) & 40 SalesQualia (salesqualia.com)
    41. 41. © 2012 SKMurphy, Inc. (skmurphy.com) & 41 SalesQualia (salesqualia.com)
    42. 42. © 2012 SKMurphy, Inc. (skmurphy.com) & 42 SalesQualia (salesqualia.com)
    43. 43. © 2012 SKMurphy, Inc. (skmurphy.com) & 43 SalesQualia (salesqualia.com)
    44. 44. © 2012 SKMurphy, Inc. (skmurphy.com) & 44 SalesQualia (salesqualia.com)
    45. 45. © 2012 SKMurphy, Inc. (skmurphy.com) & 45 SalesQualia (salesqualia.com)
    46. 46. © 2012 SKMurphy, Inc. (skmurphy.com) & 46 SalesQualia (salesqualia.com)
    47. 47. © 2012 SKMurphy, Inc. (skmurphy.com) & 47 SalesQualia (salesqualia.com)
    48. 48. © 2012 SKMurphy, Inc. (skmurphy.com) & 48 SalesQualia (salesqualia.com)
    49. 49. © 2012 SKMurphy, Inc. (skmurphy.com) & 49 SalesQualia (salesqualia.com)
    50. 50. Sales Map – Website Lead What is Goal For This Call? Assume Prospect Answers: What Is The First Question You Will Ask? List 2-3 Common Answers What Will You Say Next?Take 10 Minutes © 2012 SKMurphy, Inc. (skmurphy.com) & 50 SalesQualia (salesqualia.com)
    51. 51. Sales Map – Website LeadVolunteer From Audience What is Goal For This Call? What Is The First Question You Will Ask? What Are 2-3 Common Answers What Will You Say Next? © 2012 SKMurphy, Inc. (skmurphy.com) & 51 SalesQualia (salesqualia.com)
    52. 52. Engineering Your Sales ProcessWrap Customer Buying Process Structure of Sales Process Top 5 Sales Challenges Sales Mapping © 2012 SKMurphy, Inc. (skmurphy.com) & 52 SalesQualia (salesqualia.com)
    53. 53. Please Let Us Know How TheWorkshop Was For you Feedback Card © 2012 SKMurphy, Inc. (skmurphy.com) & 53 SalesQualia (salesqualia.com)
    54. 54. About SKMurphy, Inc. We Offer Strategy and Customer Development Consulting & Products Our Focus is on Software Entrepreneurs We Help Them Find  Early Customers / Early References  Early Revenue © 2012 SKMurphy, Inc. (skmurphy.com) & 54 SalesQualia (salesqualia.com)
    55. 55. About SalesQualia Improve Sales Performance. Sell More Stuff.TM Coaching, Videos, Advisory, Software, Training Twitter: @salesqualia | @scottsambucci Web: www.salesqualia.com Quora: SalesQualia Amazon “Startup Selling: How To Sell If You Really, Really Have To And Don’t Know How” © 2012 SKMurphy, Inc. (skmurphy.com) & 55 SalesQualia (salesqualia.com)
    56. 56. Last Slide in Handout © 2012 SKMurphy, Inc. (skmurphy.com) & 56 SalesQualia (salesqualia.com)

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