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Data.com Connect Presents: Steve Rankel & Adele Revella - The Real Reason You Lost that Deal & How to Ensure You Win the Next

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Data.com Connect Presents: Steve Rankel & Adele Revella - The Real Reason You Lost that Deal & How to Ensure You Win the Next

  1. 1. 685 SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | WWW.BUYERPERSONA.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! /ConnectMembers @ConnectMembers Data.com
  2. 2. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. The REAL Reason You Lost That Deal and how to ensure you win the next one Steve RankelAdele Revella
  3. 3. 3©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Please interact with us during the webinar • Ask questions and engage with presenters • The webinar slides will be posted to: www.slideshare.net/buyerpersona • We’re on Twitter @buyerpersona
  4. 4. 4©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. What is your role? • Field sales • Inside sales • Sales leadership • Marketing leadership • Solution or Product marketing • Other
  5. 5. 5©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. When you win, it’s about relationship. When you lose, it’s about price or features. Have you noticed?
  6. 6. 6©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. What would you need to know to build a relationship that would lock out competitors?
  7. 7. 7©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. What would it be like to know how buyers REALLY evaluate you & your competitors?
  8. 8. 8©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. YOU CAN: Discover Buying Insights your buyer’s EXPECTATIONS your company’s CAPABILITIES & SALES APPROACH FOCUS HERE to engage buyers and win
  9. 9. buyer #3 EXPECTATIONS buyer #2 EXPECTATIONS buyer #1 EXPECTATIONS your company’s CAPABILITIES & SALES APPROACH Where are your tigers?
  10. 10. 11©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Win-Loss misses a BIG part of the picture Focuses ONLY on prospects who considered you Customers want to keep the relationship positive Prospects afraid if they reveal all you’ll use it to reopen a discussion What you’re asking is too focused on YOU Findings aren’t used to equip sales reps
  11. 11. 12©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Here’s how we know: 960 100 0 alignment
  12. 12. 13©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Build trust by answering buyer questions INITIATE Is it a priority to invest in this now? 1. RESEARCH What do we need to think about? 2. EXPLORE Who might have what’s important to us? 3. ASSESS Which of these is the best match? 4. JUSTIFY Can we approve this investment? 5.
  13. 13. 14©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. The “DO’s…”
  14. 14. 15©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Use the phone, not in-person Your handsome mug doesn’t help. Don’t distract the interviewee.
  15. 15. 16©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. The stranger you are, the better Avoid the law of familiarity. You’ll get different answers.
  16. 16. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. How to kick off the call “Take me back to the day when you first started looking for a ______ solution.” What happened?
  17. 17. The buyer might say… We wanted better visibility into our sales funnel. PULL THE THREAD: That need had to have been there for a while. What happened to make this a priority?
  18. 18. 19©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Keep probing for insights The buyer’s first answer is the one you already know.
  19. 19. This is a conversation. We asked 3 vendors to come in and demo. PULL THE THREAD: What do you remember as most valuable from the demo?
  20. 20. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Remember what’s important… Your prospects do. And they forget the rest.
  21. 21. 22©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. The DON’Ts… • Send silly email surveys • Type while you talk • Talk too much • Try to convince them if you disagree • Miss emotionally-charged statements • Ask scripted questions
  22. 22. 23©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 5 Rings of Buying Insight ™ Drivers for decision to make a purchase How buyers think about benefits What obstacles we must overcome How decisions get made Which company or solution attributes matter
  23. 23. 24©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. who (buyer insights) how, when, why (buying insights) winning sales approach don’t STOP here.
  24. 24. 25©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. www.buyerpersona.com To see an example of a buyer persona built on buying insights
  25. 25. 26©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. How will you use new buying insights?
  26. 26. 27©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Choose and use tools that free up “choke points” This is an easy place to lose the buying insights and turn back to techno-latin.
  27. 27. 28©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Buying Insights @ QBR or Sales Kickoff Recorded buyer’s quotes Walk through of the real buyer’s journey – what works and what doesn’t Top objections in the buyer’s words Positives that resonate with buyers, not just your differentiators
  28. 28. 29©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Focused on the hidden objections your buyers never disclose No “happy quotes” NOT a case study Build Objection Busters for sales
  29. 29. 30©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. A turnaround tool: Buyer’s Guide Built on insight into how your ideal buyer chooses you Focuses on key priorities and decision criteria stated in buyer interviews Includes a comparison sheet to help buyers understand their options Educates buyers about incorrect perceptions
  30. 30. 31©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. A cattle prod: Urgency Creator Helps buyers recognize urgency of risks & a Priority Initiative worth more attention Issue- and risk-focused Bridges root causes you address to consequences & costs buyers recognize
  31. 31. 32©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Software CD / Single-Buyer Podcast Guess what our lowest "newly reduced" sales cycle was?
  32. 32. Will you use buying insights to avoid a losing sales approach?
  33. 33. 34©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. This book is dedicated to every sales and marketing professional who questions the wisdom of making stuff up. - Adele Revella
  34. 34. 35©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Your questions? ?
  35. 35. 36©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. www.buyerpersona.com Free ebooks and blog Twitter @buyerpersona Facebook.com/buyerpersona Custom buyer persona research studies and implementation workshops Pre-recorded workshop for persona interviewing skills

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