Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Data.com Connect Presents: Dave Stein & Steve Andersen - How Top Sales Performers Win in a Customer-Driven World

1,022 views

Published on

@connectmembers #ConnectWebinars

Published in: Business
  • Happy to share these slides from Steve Andersen's and my presentation yesterday. Go to http://BeyondTheSalesProcess.com for more information.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Data.com Connect Presents: Dave Stein & Steve Andersen - How Top Sales Performers Win in a Customer-Driven World

  1. 1. Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a special prize! Visit Connect.Data.com Sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com
  2. 2. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com How Top Performers Win in a Customer-Driven World Steve Andersen & Dave Stein June 2016 2
  3. 3. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com How much of your Customer’s time do they spend buying something from you? 50%  1000 hours 25%  500 hours 10%  200 hours 5%  100 hours 2%  40 hours 1%  20 hours Winning in a Customer-Driven World . 3
  4. 4. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Winning in a Customer-Driven World • The Situation – Buyers are more educated and have more choices than ever – Post-2008, procurement has become much more empowered – Winning on product is getting more and more difficult – By the time the RFP arrives, many buying decisions have already been made • The Reality – Many salespeople engage too late with their customers, showing up primarily when they’re actively buying and leaving soon after • The Problem – If you’re only engaging when your customer is buying, then you’re trying to capture mindshare and preference when competition is fierce and trust can be elusive • The Opportunity – Go beyond the sales process (2%)…and engage effectively with your customers before, during and after the sale 4
  5. 5. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com The Opportunity – Go Beyond… Before the Sale 1. Research the Organization 2. Explore the Possibilities 3. Vision the Success 4. Elevate the Conversation During the Sale 5. Discover the Drivers 6. Align the Teams 7. Position the Fit 8. Differentiate the Value After the Sale 9. Realize the Value 10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship Beyond The Sales Process 12 Proven Strategies for a Customer-Driven World . 5
  6. 6. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Winning in a Customer-Driven World Beyond The Sales Process 12 Proven Strategies for a Customer-Driven World . • Evidence-Based • Case-Studies – World-Class Companies – Leadership, Management, Salespeople – Customers • Industries Represented – Banking, Chemicals, CPG, Electronics, Energy Management, Food, Healthcare, Higher Education, Hospitality, Insurance, Manufacturing, Pharmaceutical, Pulp/Paper, Technology, Workforce Solutions 6
  7. 7. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Winning in a Customer-Driven World Before the Sale 1. Research the Organization 2. Explore the Possibilities 3. Vision the Success 4. Elevate the Conversation During the Sale 5. Discover the Drivers 6. Align the Teams 7. Position the Fit 8. Differentiate the Value After the Sale 9. Realize the Value 10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship Beyond The Sales Process 12 Proven Strategies for a Customer-Driven World . 7
  8. 8. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…Before the Sale Strategy 1: Research the Organization Becoming a Student of Your Customer • Their organization • News/developments • Culture • Industry • Drivers, objectives and challenges • Their value proposition • Their customers • Their partners • Their competitors • Their buying and decision processes • Their people • Their history with you Focus Areas for Visioning Customer Success Research and Understand Your Customer 8
  9. 9. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…Before the Sale Customer’s Success Criteria Customer’s External Drivers Customer’s Internal Challenges Customer’s Business Objectives Customer’s Personal Challenges Customer’s Personal Objectives Business Personal Strategy 2: Explore the Possibilities Giving Your Customer a Reason to Engage Customer’s Personal Drivers 9
  10. 10. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…Before the Sale Strategy 3: Vision the Success Visualizing Future Potential Value with Your Customer Focus Areas for Visioning Customer Success Accelerating Growth Creating Value for Customer’s Customers Driving Innovation Growing Loyal Customer Base Gaining Competitive Advantage Reducing Costs . 10
  11. 11. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…Before the Sale Strategy 4: Elevate the Conversation Defining and Pursuing Customer Value Targets What Your Customer Needs to Do? Why This Matters…to Your Customer and to You? How You Will Help Them Do It? Customer Value Target . 11
  12. 12. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Winning in a Customer Driven World Before the Sale 1. Research the Organization 2. Explore the Possibilities 3. Vision the Success 4. Elevate the Conversation During the Sale 5. Discover the Drivers 6. Align the Teams 7. Position the Fit 8. Differentiate the Value After the Sale 9. Realize the Value 10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship Beyond The Sales Process 12 Proven Strategies for a Customer-Driven World . 12
  13. 13. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 5: Discover the Drivers Understanding What’s at Stake for Your Customer • What matters most to your customer – External Drivers, Business Objectives, Internal Challenges – Success Criteria • Asking value-focused questions – Not through the lens of your product or service – The focus is on value to your customer • Establishing credibility and building trust – What they care about vs. what’s most important to you • Data  Information  Insight  Actionable Awareness – What will you do with what you now know? . 13
  14. 14. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 5: Discover the Drivers Understanding What’s at Stake for Your Customer . 14
  15. 15. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 6: Align the Teams Developing Customer Sponsors and Supporters • Relationships Matter – Just ask customers…we did! • Dimensions of Alignment – Relationships, Solutions, Footprints, Cultures – Business Objectives • Primary goal of external alignment – Developing customer sponsors and supporters • Sometimes the most difficult alignment is internal! 15
  16. 16. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 6: Align the Teams Developing Customer Sponsors and Supporters 16
  17. 17. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 7: Position the Fit Competing for Customer Mindshare • You’re either positioning…or being positioned • Positioning starts with your customer, not with your product • Your effective discovery and alignment, as well as your engagement before the sale, provide the foundation for positioning • Core components of positioning: – Products – Resources – Expertise – Service – Customer/Industry Experience – Brand/Reputation 17
  18. 18. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 7: Position the Fit Competing for Customer Mindshare  Products  The configurations of your offerings that solve Customer problems  Resources  The people, partners, technology, infrastructure that you provide to your Customers  Expertise  The knowledge and skills that you apply and transfers to your Customers  Services  Your value-added services that solve Customer problems and create value  Customers  The experience that you have with organizations comparable to your Customer  Brand/Rep  Your reputation, corporate image and proven track record of success that provide assurance to your Customer Products Resources Expertise Services Customers Brand/Reputation 18
  19. 19. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 8: Differentiate the Value Creating a Customer Preference (for You) • Impossible to do without first capturing mindshare • Key areas for creating customer preference – The fit of your solution against your customer’s requirements – The uniqueness of your business value to your customer – A partnership with your organization • Planning to Win is about helping your customer see greater value in what you have to offer • Your value edge creates space: between you and your competitor – The difference between the value you propose and what your competitor proposes – Without a value edge…there’s risk, commoditization, losses . 19
  20. 20. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 8: Differentiate the Value Creating a Customer Preference (for You) A Framework for Communicating Your Unique Value and Developing Your Value Edge Customer’s External Drivers What external drivers and pressures are impacting your customer’s business? Customer’s Business Objectives What is your customer doing to address their external drivers and pressures? Customer’s Internal Challenges What could prevent your customer from meeting their business objectives? Your Solutions How will you work together with your customer to resolve their internal challenges? Your Advantages How are you different from your competition in resolving these internal challenges? Your Successes Which other customers have you helped resolve similar internal challenges? Your Unique Value How have you created/will you create value to help the Customer achieve their objectives and address their drivers? . 20
  21. 21. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Strategy 8: Differentiate the Value Creating a Customer Preference (for You) Testing Your Effectiveness 1. Are you better positioned with your customer’s approvers, decision makers, recommenders, and influencers than your competition? 2. Does your customer believe that you offer a stronger solution fit than your competitors? 3. Have you provided your customer with proof of your ability to create and co-create measurable business value? 4. Have you developed and validated your customer-specific value proposition with your customer? 5. Are your customer sponsors and supporters able to articulate your unique value within their organization? 6. Does your customer’s vision of meeting their objectives align with your value/unique value? . 21
  22. 22. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…During the Sale Before the Sale 1. Research the Organization 2. Explore the Possibilities 3. Vision the Success 4. Elevate the Conversation During the Sale 5. Discover the Drivers 6. Align the Teams 7. Position the Fit 8. Differentiate the Value Beyond The Sales Process 12 Proven Strategies for a Customer-Driven World Discovery  Alignment  Positioning  Differentiation  Differentiation  Positioning  Alignment  Discovery  . 22
  23. 23. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Winning in a Customer-Driven World Before the Sale 1. Research the Organization 2. Explore the Possibilities 3. Vision the Success 4. Elevate the Conversation During the Sale 5. Discover the Drivers 6. Align the Teams 7. Position the Fit 8. Differentiate the Value After the Sale 9. Realize the Value 10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship Beyond The Sales Process 12 Proven Strategies for a Customer-Driven World 23
  24. 24. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…After the Sale Strategy 9: Realize the Value Meeting/Exceeding Customer Expectations 24
  25. 25. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…After the Sale Strategy 10: Validate the Impact Measuring Success with Your Customer Defining the Impact Zones of Customer/Supplier Performance Value Alignment Relationships Growth 25
  26. 26. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…After the Sale Strategy 11: Adapt the Approach Applying Lessons Learned w/Your Customer Planning to Grow with Your Customer After the Sale Plan Execute Adapt Review . 26
  27. 27. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com Driving Success…After the Sale Strategy 12: Expand the Relationship Leveraging Your Past Proven Value Plan Execute Adapt Review Ending with the Beginning in Mind: Seizing Momentum to Engage, Win and Grow Again! How have you helped your Customer realize value? Who achieved success as a result of this value? Where could you help your Customer achieve success again? Why should your Customer re-engage with you? . 27
  28. 28. © 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com How Top Performers Win in a Customer-Driven World Steve Andersen & Dave Stein June 2016

×