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Taming Sales Complexity Webinar with Salesforce and CEB

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CEB joined us to present their latest research into sales complexity and how to simplify the process for both the buyer and the seller.

Please visit www.salesforce.com/uk/events/webinars for all future and past webinars.

Published in: Business

Taming Sales Complexity Webinar with Salesforce and CEB

  1. 1. Taming Sales Complexity Making It Easier for Customers to Buy
  2. 2. Tim Clarke Sales Cloud Product Marketing, Salesforce Nick Toman Practice Leader, CEB Taming Sales Complexity Guest Speakers
  3. 3. © 2015 CEB. All rights reserved. SEC2650915SYN n = 1,010. Source: CEB 2015 Sales Complexity Assessment. Q: “How Complex Do You Think Your Job Is as a Seller Today?” Q: “Please Describe What You View as the Most Complex Aspects of Working with Customers.” (Selected Responses) 29.8% Somewhat to Not Complex 70.2% Moderately to Highly Complex “Easily the biggest challenge is the wealth of information now available through the Internet.” Source: CEB 2015 Sales Complexity Assessment. Source: CEB analysis. More Information High quality information Third-party consultants Strategic sourcing More People Customer risk aversion Solution complexity Global teams Matrixed structures More Options Technological capabilities Competitor capabilities Disruptive alternatives SHIFTING BUYING DYNAMICS Drivers of Changing Customer Buying Behaviors “Getting them to focus on a single issue while being bombarded daily by salespeople with different solutions.”
  4. 4. © 2015 CEB. All rights reserved. SEC2650915SYN CUSTOMER-CENTERED SELLING Supplier Responses to More Information, People, and Options Demanding Customers Responsive Suppliers Supplier Response 1. Provide more information throughout the purchase process 2. Customize offering to meet multiple customer stakeholders’ needs and priorities 3. Frequently adjust the scope of solution to meet evolving customer needs 4. Respond promptly to various questions and requests Source: CEB analysis. Customer Behavior 1. Customers demand more information throughout their purchase 2. Diverse stakeholders require offerings that meet varied business needs 3. Customers frequently re-evaluate options and alternatives 4. Diverse stakeholders raise numerous questions and requests
  5. 5. © 2015 CEB. All rights reserved. SEC2650915SYN BEING RESPONSIVE IS PERVASIVE Seller Agreement with Each Statement n = 1,010. Source: CEB 2015 Sales Complexity Assessment. “More information generally helps customers make better decisions.” “I remain very flexible to customer needs and opinions throughout a sale, even when I don’t necessarily agree with their direction.” “Helping the customer consider all possible options and alternatives is very important.” 32% Disagree 21% Disagree 14% Disagree 68% Agree 79% Agree 86% Agree
  6. 6. © 2015 CEB. All rights reserved. SEC2650915SYN HOW TO SELL TO MORE DEMANDING CUSTOMERS Research Components Partial List of Participating Member Companies Structured Research Interviews ■ 65 companies ■ 60–90 minute interviews ■ Senior leaders, and front line sales professionals and managers Sales Complexity Assessment ■ 1,000+ B2B sellers ■ 13 industry verticals ■ Assessed seller actions, job complexity, perceptions of customer purchase behavior, etc. Global Customer Panel Survey ■ 600+ B2B customers across industries ■ North America, Europe, Asia- Pacific, Australia ■ Assessed customer sentiment towards purchase, seller actions, buying group dynamics, etc. Source: CEB analysis.
  7. 7. © 2015 CEB. All rights reserved. SEC2650915SYN PUTTING YOURSELF IN THE CUSTOMER’S SHOES Think about the last significant purchase you were involved in at your organization. 1. Who was involved in making the decision? 2. How did it go? What was the hardest part about that experience? 3. How do you feel about the outcome? Source: CEB analysis.
  8. 8. © 2015 CEB. All rights reserved. SEC2650915SYN Too Much Information Too Many People Too Many Options Source: CEB analysis. ■ Triggers search for yet more information ■ Magnifies the perceived risks, stakes, and importance of the decision ■ Raises need for and difficulty of consensus ■ Encourages “lowest common denominator” decision making ■ Raises opportunity cost of making a decision ■ Heightens expectations for finding an ideal solution ? TOO MUCH OF A GOOD THING Drawbacks of More Information, People, and Options
  9. 9. © 2015 CEB. All rights reserved. SEC2650915SYN 1 3 5 7 1 3 5 7 1.00 0.86 1.00 1.53 UNINTENDED CONSEQUENCES Impact of Overwhelming Purchase Experience on Purchase Regret PurchaseRegret Overwhelming Purchase Experience n = 610. Source: CEB 2015 Sales Customer Panel Survey. Impact of Purchase Regret on Customer Loyalty Indexed Impact of Purchase Regret on Negative Customer Advocacy Indexed Low Purchase Regret Low Purchase Regret High Purchase Regret High Purchase Regret n = 610. Source: CEB 2015 Sales Customer Panel Survey. n = 610. Source: CEB 2015 Sales Customer Panel Survey. 0.86x 1.53x1. 00x 1. 00x Overwhelming Purchase Experience ■ Struggled to identify next steps ■ Group had a difficult time making decisions ■ Excessively long with stalls/delays Purchase Regret ■ Purchase failed to meet our expectations ■ Purchased less comprehensive solution than we should have ■ Ultimately regretted making this purchase1 3 5 7
  10. 10. © 2015 CEB. All rights reserved. SEC2650915SYN 1.00 1.62 MAKE IT EASIER Impact of Purchase Ease a on Supplier’s Likelihood of Making a High-Quality Sale b Indexed n = 610. Source: CEB 2015 Sales Customer Panel Survey. a Purchase Ease is defined as “supplier made it easy for my organization to make this purchase.” b High-Quality Sale is defined as increase in chance of being selected as a winning supplier and the customer 1) did not settle for less ambitious solution, or 2) purchased a premium offering relative to the base offering. Note: Customer data controlled for brand, customer service, price/value ratio, and features and benefits. Low Purchase Ease High Purchase Ease 1. 00x 1.62x
  11. 11. © 2015 CEB. All rights reserved. SEC2650915SYN TWO DOMINANT APPROACHES Factor Analysis of Sales Approaches n = 610. Source: CEB 2015 Sales Customer Panel Survey. Responsive Approach Prescriptive Approach ■ Focused on solving multiple business needs ■ Directed us to abundance of information ■ Encouraged us to defer discussion of contentious issues ■ Provided us with many alternatives ■ Continuously adjusted the offering through the process ■ Presented a clear offering ■ Gave us a clear, concise rationale for recommendations ■ Explained complex aspects very clearly ■ Always prepared and one step ahead of us ■ Settled internal debate ■ Encouraged us to discuss contentious decisions Assesses naturally co- presenting behaviors, in this case, commercial approaches. Factor Analysis Customer Survey Responses
  12. 12. © 2015 CEB. All rights reserved. SEC2650915SYN (100%) 0% 100% (18%) 86% (100%) 0% 100% (100%) 0% 100% 50% (37%) Prescriptive Approach Responsive Approach Responsive Approach Prescriptive Approach THE PROMISE OF PRESCRIPTION Change in Likelihood of Experiencing Purchase Regret b Change in Likelihood of Experiencing Purchase Ease a n = 610. Source: CEB 2015 Sales Customer Panel Survey. b Purchase Regret is defined as offering purchased did not address buyers’ business needs, buyers purchased less comprehensive solution, and buyers ultimately regretted making this purchase. n = 610. Source: CEB 2015 Sales Customer Panel Survey. a Purchase Ease is defined as “supplier made it easy for my organization to make this purchase.”
  13. 13. © 2015 CEB. All rights reserved. SEC2650915SYN SELLER INFLUENCE ON PURCHASE DECISION Q: “What did the sellers you interacted with do to influence the decisions you made throughout your purchase process?” n = 610. Source: CEB 2015 Customer Panel Survey.
  14. 14. Where Can I Find Out More?
  15. 15. Sales Performance Excellence Amsterdam, Netherlands Tuesday 23rd June http://sfdc.co/yZ64j Sales Performance Essentials Orange County, USA Tuesday 23rd June http://sfdc.co/SPEOC Sales Performance Excellence London, UK Wednesday 24th June http://sfdc.co/uzjOD Register Now!! Upcoming Sales Performance Events https://www.salesforce.com/sales-cloud/overview/ ceburl.com/Salesforce15
  16. 16. Thank you

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