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Data.com Connect Presents: Steve Andersen & Craig Jones - How Top Performers Win the Battle for the Customer

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Data.com Connect Presents: Steve Andersen & Craig Jones - How Top Performers Win the Battle for the Customer

  1. 1. /ConnectMembers @ConnectMembers Data.com 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!
  2. 2. © 2017 Performance Methods, Inc. Proprietary and Confidential 3 Webinar Objectives • Discuss our findings from Beyond the Sales Process: 12 Proven Strategies for a Customer-Driven World. • Explain how top performing salespeople and account managers are winning the battle for the customer. • Describe how they are applying the Engage/Win/Grow™ model to capture customer mindshare and preference. • Reveal the elusive factor that is the most consistent customer driver in successful sales “plans to win.” • Explore proven approaches for how you can engage differently in 2017 with your customers and drive mutual success… before, during and after the sale!
  3. 3. © 2017 Performance Methods, Inc. Proprietary and Confidential 4 About Beyond the Sales Process • Influence: Top Performing Salespeople! • Evidence-Based: How They Go Beyond the Sales Process • Provides an Implementable Approach to Sustained Sales Success w/Customers: Engage/Win/Grow™ • Detailed Case-Studies − World-Class Companies − Leadership, Management, Sales − Real Customers • Industries Represented − Banking − Chemicals − CPG − Electronics − Food − Healthcare − Hospitality − Insurance − Manufacturing − Pharmaceutical − Technology − Workforce Solutions
  4. 4. © 2017 Performance Methods, Inc. Proprietary and Confidential 5 Why Beyond the Sales Process? • Today’s Selling Environment Is Tough − Buyers are more educated and have more choices than ever • Buyers Are Under More Stress and Pressure Than Ever − To deliver value to their organizations on time and on budget • Post-2008, Procurement Has Become More Empowered − Sometimes they behave as if their primary function is to devalue the seller • Winning on Product Is Getting More and More Difficult − It’s almost impossible to maintain product superiority • By the Time the RFP Arrives, Many Buying Decisions Have Been Made − And even when they haven’t, they’re almost always tilting • Yet What Still Matters Most to Your Customers Is Their Own Success − But to help them get there, you’ll have to go Beyond the Sales Process
  5. 5. © 2017 Performance Methods, Inc. Proprietary and Confidential 6 Winning the Battle for the Customer Individual ? Individual ? Company ? Please select a Customer that you consider to be critical to your success in 2017.
  6. 6. © 2017 Performance Methods, Inc. Proprietary and Confidential 7 Winning the Battle for the Customer 50%  1000 hours 25%  500 hours 10%  200 hours 5%  100 hours 2%  40 hours 1%  20 hours How much of this Individual Customer’s annual working time will they spend actually buying something from you?
  7. 7. © 2017 Performance Methods, Inc. Proprietary and Confidential 8 Winning the Battle for the Customer Participant Poll Reflecting on this customer/individual that you consider to be critical to your sales success in 2017, how much of their working time this year will they spend actually buying something from you? a) 25% 500 hours b) 10% 200 hours c) 5% 100 hours d) 2% 40 hours e) 1% 20 hours
  8. 8. © 2017 Performance Methods, Inc. Proprietary and Confidential 9 When and Where Does the Battle Begin? 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
  9. 9. © 2017 Performance Methods, Inc. Proprietary and Confidential 10 Strategy 1: Research the Organization Becoming a Student of Your Customer Winning the Battle…Before the Sale • Their organization • Their news and developments • Their company culture • Their industry • Their drivers, objectives and challenges • Their value proposition • Their customers • Their partners • Their competitors • Their buying and decision-making processes • Their people • Their history with you How Much Do You Know about Your Customer’s Business (vs. How They Use Your Products)?
  10. 10. © 2017 Performance Methods, Inc. Proprietary and Confidential 11 Winning the Battle…Before the Sale • Their organization • Their news and developments • Their company culture • Their industry • Their drivers, objectives and challenges • Their value proposition • Their customers • Their partners • Their competitors • Their buying and decision-making processes • Their people • Their history with you Why Should Your Customer Want to Engage with You (rather than one of your competitors)? Strategy 2: Explore the Possibilities Giving Your Customer a Reason to Engage
  11. 11. © 2017 Performance Methods, Inc. Proprietary and Confidential 12 Strategies 1 and 2: Research and Explore Giving Your Customer a Reason to Engage The #1 reason reported by sales executives for salespeople not hitting quota is their inability to connect their offerings with the business issues of their customers. SiriusDecisions: The #1 reason for past 5 years! . Winning the Battle…Before the Sale Discussion Question With all of the focus that has been placed on sales training, selling solutions and going “beyond the product” over the years…why is this still such a significant issue for so many sales professionals?
  12. 12. © 2017 Performance Methods, Inc. Proprietary and Confidential 13 Winning the Battle…Before the Sale Top 6 Areas for Visioning Customer Success Accelerating Growth Creating Value for the Customer’s Customers Driving Innovation Increasing the Loyalty of Their Customers Gaining Competitive Advantage Reducing Their Operating Costs Strategy 3: Vision the Success Visualizing Future Potential Value w/ Your Customer
  13. 13. © 2017 Performance Methods, Inc. Proprietary and Confidential 14 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 Winning the Battle…Before the Sale
  14. 14. © 2017 Performance Methods, Inc. Proprietary and Confidential 15 Strategies 3 and 4: Vision and Elevate Defining and Pursuing Customer Value Targets When you engage in a way that is focused on your value to your customer (rather than their value to you), the customer will be willing, perhaps even eager, to advance their dialogue with you and collaborate to develop value targets. Winning the Battle…Before the Sale Discussion Question How can you justify this approach with the time pressures that most salespeople find themselves working under in today’s environment?
  15. 15. © 2017 Performance Methods, Inc. Proprietary and Confidential 16 Winning the Battle for the Customer 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
  16. 16. © 2017 Performance Methods, Inc. Proprietary and Confidential 17 Winning the Battle…During the Sale Strategy 5: Discover the Drivers Understanding What’s at Stake for Your Customer ACTIONABLE AWARENESS
  17. 17. © 2017 Performance Methods, Inc. Proprietary and Confidential 18 Winning the Battle…During the Sale Strategy 5: Discover the Drivers Understanding What’s at Stake for Your Customer Customer’s External Drivers Customer’s Internal Challenges Customer’s Business Objectives What are the external drivers and pressures that are impacting your Customer’s business? What is your Customer doing to address these external drivers and pressures? What could prevent your Customer from meeting and exceeding their business objectives? Discovering What Matters Most to Your Customer Relative to This Opportunity (and Gaining Actionable Awareness!)
  18. 18. © 2017 Performance Methods, Inc. Proprietary and Confidential 19 Winning the Battle…During the Sale Strategy 5: Discover the Drivers Understanding What’s at Stake for Your Customer Congratulations – you’ve developed a new opportunity! “Discovery allows us to demonstrate our credibility, knowledge, and commercial bandwidth…frontline sales professionals who are able to manage this stage well are better able to upgrade their status from a ‘me also’ supplier to an ‘only me’ supplier.” (Jonathan Farrington / CEO of Top Sales World) Discussion Question If you could only ask 3 or 4 discovery questions of the customer to begin to position yourself to win the “Battle for the Customer,” what would they be?
  19. 19. © 2017 Performance Methods, Inc. Proprietary and Confidential 20 Customer Must Do Business with Us Customer Needs to Do Business with Us Customer Wants to Do Business with Us Customer Does Business with Us Vendor Status Preferred Supplier Status Planning Partner Status Trusted Advisor Status “Strategic” “Proactive” “Tactical” “Reactive” “Essential” “Necessary” “Important” “Convenient” Strategy 6: Align the Teams Developing Customer Sponsors and Supporters Winning the Battle…During the Sale
  20. 20. © 2017 Performance Methods, Inc. Proprietary and Confidential 21 Winning the Battle for the Customer Poll #2 Reflecting on your selected customer, how would you assess the status of your organization’s relationship with this account – looking at the situation through the eyes of the customer? a) Trusted Advisor b) Planning Partner c) Preferred Supplier d) Vendor
  21. 21. © 2017 Performance Methods, Inc. Proprietary and Confidential 22 In today’s challenging business environment, most customers are stressed, pressed for results, and under duress to make things happen within their organizations. If discovery is the key that unlocks the door to customer value creation, then it’s your alignment with the customer that swings it wide open. Winning the Battle…During the Sale Discussion Question Why does aligning teams (your team with the customer’s team) seem to be such a significant issue for so many organizations, and what does this have to do with winning the “Battle for the Customer?” Strategy 6: Align the Teams Developing Customer Sponsors and Supporters
  22. 22. © 2017 Performance Methods, Inc. Proprietary and Confidential 23 • Your effective discovery and alignment, as well as your engagement before the sale, provides the foundation for effective positioning during the sale • Core components of solution positioning: Winning the Battle…During the Sale Strategy 7: Position the Fit Competing for Customer Mindshare Positioning Is All about the Battle for Customer Mindshare! Products Brand/ Reputation Customer Experience ServicesExpertise Resources
  23. 23. © 2017 Performance Methods, Inc. Proprietary and Confidential 24 Winning the Battle for the Customer Poll #3 Reflecting again on your selected customer, which of the 5 selected components have you found to be most in effective in positioning and differentiating the value that your organization provides? a) Your Resources b) Your Expertise c) Your Service Levels d) Your Experience with Comparable Customers e) Your Brand and Reputation Products Brand/ Reputation Customer Experience Services Expertise Resources 
  24. 24. © 2017 Performance Methods, Inc. Proprietary and Confidential 25 “Some salespeople get off to a solid start, gaining knowledge and building relationships they didn’t have, only to find themselves counter-positioned, out-positioned, mis-positioned, or not positioned at all because they failed to have a deliberate strategy for entering the mind of the customer. Then, when they realize they are where they are, it’s too late because someone else is now occupying that space.” Geoffrey James, Contributing Editor at Inc. Magazine Winning the Battle…During the Sale Discussion Question What can we do to ensure that we don’t find ourselves in the position Geoffrey James describes so articulately above, in the “Battle for the Customer?” Strategy 7: Position the Fit Competing for Customer Mindshare
  25. 25. © 2017 Performance Methods, Inc. Proprietary and Confidential 26© 2017 Performance Methods, Inc. Proprietary and Confidential 26 Your Customer’s Drivers Your Customer’s Objectives Your Customer’s Challenges Your Solutions Your Advantages Your Successes Your Unique Value Winning the Battle…During the Sale Strategy 8: Differentiate the Value Creating a Customer Preference (for You)
  26. 26. © 2017 Performance Methods, Inc. Proprietary and Confidential 27 Planning to win is about helping your customer see greater value in what you have to offer. You might think of this as your value edge, the difference between the value you propose to deliver to your customer and what your competitor proposes. When there’s no value edge, there’s no differentiation because your customer doesn’t see a difference. Relationships don’t matter. Preference is not a concern. Pick one solution or another; it’s all the same. And if you don’t have a value edge, you better brace for impact: you’re planning to lose. Winning the Battle…During the Sale Strategy 8: Differentiate the Value Creating a Customer Preference (for You) Discussion Question What can we do to ensure that we don’t get surprised and keep a realistic perspective on how well we’re doing in the “Battle for the Customer?”
  27. 27. © 2017 Performance Methods, Inc. Proprietary and Confidential 28 Winning the Battle…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 is? 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 success and meeting their objectives align with your value/unique value?
  28. 28. © 2017 Performance Methods, Inc. Proprietary and Confidential 29 When and Where Does the Battle End? 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

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