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Todays sales people cut their teeth on the strategic deals created by solution selling with quotas blown away in a day, based off of a rich process of mutual discovery and education between customers and sales. Research from Corporate Executive Board (CEB) has found that this teetering legend is crashing out, in the face of customers who drive most of the discovery and educational process before making first contact. Join us and listen to CEBs Brent Adamson review his research, and implications for sales and marketing infrastructure to drive success.
The End ofSolution SalesBrent Adamson, Managing Director, CEB
THE HARD ROAD TO SOLUTION SALES Era I: Era II: Product Sales Solution Sales Focus of Customer Deliver on customers’ Deliver on customers’Understanding Efforts product needs business needs Nature of the Sales Lead with Lead with questions Conversation features and benefits Ideal Sales Rep “Talking brochure” Needs discoverer Key Stakeholders to Product users C-suite and advocates Engage Primary Sales Customer presents rep Customer coaches rep on Interaction with an order purchase process When customer When customer When to Engage assesses options articulates a need © 2012 CEB. All rights reserved.
A DIFFERENT KIND OF BUYING 57% Customer Customer CustomerDue Diligence Contacts Purchase Begins Supplier Decision© 2012 CEB. All rights reserved.
THE PATH TO 1 OF 3 EXAMPLECUSTOMER FACES PURCHASE DECISION Criteria: 1. Speed 2. Durability “What’s important?” 3. Up-time Criteria: Specs: 1. Speed 10/day “How much do I need?” 2. Durability 5 years 3. Up-time 95% “What’s it going to cost?”© 2012 CEB. All rights reserved.
Customer Understanding and The Nature of the Sales Conversation
KEY DRIVERS OF CUSTOMER LOYALTY Drivers of Customer Loyalty • Rep offers unique, valuable perspectives onContribution to Customer Loyalty 53% the market • Rep helps me navigate alternatives • Rep helps me avoid 9% potential land mines • Rep educates me on 19% new issues and outcomes • Supplier is easy to buy 19% from Company and Product and Value-to-Price Sales • Supplier has widespread Brand Impact Service Delivery Ratio Experience support across organization © 2012 CEB. All rights reserved.
NOT JUST ANY TEACHING Challenge Lead to Your Customers’ Unique Strengths Assumptions Catalyze Scale Across Action Customers© 2012 CEB. All rights reserved.
DON’T JUST TEACH, “UNTEACH”© 2012 CEB. All rights reserved.
BREAK DOWN THE A, THEN BUILD UP THE B A B© 2012 CEB. All rights reserved.
Ideal Sales Rep
THE FIVE PROFILES OF SALES REPS Hard Worker Challenger Relationship Builder • Always goes the • Always has a • Builds strong extra mile different view of customer • Doesn’t give up the world advocates easily • Understands the • Generous in giving • Self-motivated customer’s time to help others business • Gets along with • Interested in feedback and • Loves to debate everyone development • Pushes the customer Lone Wolf Problem Solver • Follows own • Reliably responds instincts • Ensures that all • Self-assured problems are • Independent solved • Detail oriented© 2012 CEB. All rights reserved.
CHALLENGER REPS MOST LIKELY TO WIN Percentage of Core Performers Percentage of High Performers 39%Percentage of Population 25% 26% 23% 22% 17% 15% 14% 12% 7% The Challenger The Lone Wolf The Hard Worker The Problem The Relationship Solver Builder © 2012 CEB. All rights reserved.
Key Stakeholders to Engage
CONVENTIONAL WISDOM: ENGAGE THE COACH 1. Readily accessible and willing to talk 2. Provides information unavailable to suppliers 3. Pro-supplier’s solution or products 4. Good at influencing others 5. Speaks the truth 6. Credible among colleagues Advocate/Coach 7. Conveys ideas in savvy ways 8. Delivers on commitments 9. Will personally gain from sale 10. Networks reps with other stakeholders© 2012 CEB. All rights reserved.
SEVEN TYPES OF CUSTOMER STAKEHOLDERS The Go-Getter The Skeptic The Friend The Teacher The Guide The Climber The Blocker© 2012 CEB. All rights reserved.
STAR AND CORE REPS CHOOSE DIFFERENTLY High Performer Focus Zone Core Performer Focus ZoneGo-Getter Teacher Skeptic Friend Guide Climber© 2012 CEB. All rights reserved.
MOBILIZERS GET THE DEAL DONE© 2012 CEB. All rights reserved.
Primary Sales Motion
HOW TO ENGAGE MOBILIZERS Core Rep Engagement Strategy Star Rep Engagement Strategy 1. Understand stakeholders’ goals 1. Arm the customer to teach 2. Determine criteria for purchase 2. Help buyers build consensus 3. Understand stakeholders’ 3. Help customers understand relation to each other purchase process Customer Coaches the Rep Rep Coaches the Customer© 2012 CEB. All rights reserved.
When to Engage
THE PURCHASE FUNNEL© 2012 CEB. All rights reserved.
FINDING EARLY Motivated buyer, ready to engage with Sales Traditional Customer Qualification Criteria: • Motivated buyer • Clear vision and goals • Budget in place • Established decision timeline • Backing of senior executives© 2012 CEB. All rights reserved.
“EARLY” IS NO LONGER EARLY Motivated buyer, ready to engage with Sales© 2012 CEB. All rights reserved.
HOW TO GET IN EARLY Core Rep Engagement Strategy Star Rep Engagement Strategy 1. Assess opportunities based on 1. Conducts non-traditional due clarity of customer needs diligence 2. Believes lead generation is the 2. Personally owns lead generation company’s responsibility 3. Leads with insight 3. Little and undiscerning use of 4. Uses social media as a critical social media channel React to Shape Customer Demand Customer Demand© 2012 CEB. All rights reserved.
TEACH WHERE CUSTOMERS LEARN© 2012 CEB. All rights reserved.
THE RISE OF INSIGHT SELLING Era II: Era III: Solution Sales Insight Sales Focus of Customer Deliver on customers’ Disrupt customers’Understanding Efforts business needs understanding of their needs Nature of the Sales Lead with questions Lead with insight Conversation Ideal Sales Rep Needs discoverer Challenger Key Stakeholders to C-suite and advocates Mobilizers Engage Primary Sales Customer coaches rep on Rep coaches customer Interaction sales process on purchase process When customer When to Engage As customer is learning articulates a need © 2012 CEB. All rights reserved.
Learn More www.thechallengersale.com @CEB_Challenger Booth #230 Group: The Challenger Sale From CEB