Battling the 57%

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Research that suggests some buyers are up to 57% of the way through their buying process before they're willing to engage with a salesperson. Is that true for your buyers? How can you know?

Learn how to engage with your customers long before they reach the 57% point, and how to turn things to your advantage after the 57% point to increase your win rate.

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Battling the 57%

  1. 1. Battling the or 57% Sales People Still Matter
  2. 2. © The TAS Group 2014 Donal Daly CEO Maureen Blandford Vice President Marketing
  3. 3. © The TAS Group 2014 The Customer Buying Process Customer Diligence Begins Customer Purchases Source: CEB 57% Customer Engages Supplier
  4. 4. © The TAS Group 2014 How far through the buying process are your buyers when they engage with you? •  0% •  10% •  25% •  50% •  75%
  5. 5. © The TAS Group 2014 The Customer Buying Process Customer Diligence Begins Customer Purchases Source: CEB of the purchase decision is complete before a customer even calls a supplier. 57% Customer Engages Supplier
  6. 6. © The TAS Group 2014 The Customer Buying Process Customer Diligence Begins Customer Purchases Source: CEB of the purchase decision is complete before a customer even calls a supplier. 57% On Average. Customer Engages Supplier
  7. 7. © The TAS Group 2014 BUYERS BUYDIFFERENT THINGS
  8. 8. © The TAS Group 2014 Not all purchases are the same Intellectual Property Cost
  9. 9. © The TAS Group 2014 Not all purchases are the same Frequency Risk Intellectual Property Cost
  10. 10. © The TAS Group 2014 Not all purchases are the same Frequency Risk Intellectual Property Cost Utilities (example) Business Process Infrastructure (example) Office Equipment (example) Personal Productivity Tools (example)
  11. 11. © The TAS Group 2014 Not all purchases are the same Frequency Risk Intellectual Property Cost Utilities (example) Business Process Infrastructure (example) Personal Productivity Tools (example) Office Equipment (example) 57% Problem Area The
  12. 12. © The TAS Group 2014 Not all purchases are the same Frequency Risk Intellectual Property Cost Utilities (example) Business Process Infrastructure (example) Personal Productivity Tools (example) Office Equipment (example) Might not be that big
  13. 13. © The TAS Group 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Micro Mini Mid Large Mega Buyer:Seller Role by Impact/Size Buyer Driven
  14. 14. © The TAS Group 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Micro Mini Mid Large Mega Buyer:Seller Role by Impact/Size Buyer Driven Seller Driven
  15. 15. © The TAS Group 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Micro Mini Mid Large Mega Area of Value Creation Area of Value Creation Buyer Driven Seller Driven
  16. 16. © The TAS Group 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Micro Mini Mid Large Mega Area of Value Creation Area of Value Creation Buyer Driven Seller Driven The seller’s job is not to Communicate Value … the internet does that Progressive sellers will Create Value
  17. 17. © The TAS Group 2014 The Customer Buying Process Source: CEB Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier
  18. 18. © The TAS Group 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Source: CEB
  19. 19. © The TAS Group 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier
  20. 20. © The TAS Group 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier ?
  21. 21. © The TAS Group 2014 Awareness Interest Preference Action Before or After? activity time Marketing Sales Customer Diligence Begins Customer Purchases Customer Engages Supplier Source: CEB BEFORE AFTER
  22. 22. © The TAS Group 2014 Awareness Interest Preference Action Before or After the 57% Point? activity time Marketing Sales Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier Source: CEB BEFORE AFTER
  23. 23. © The TAS Group 2014 Awareness Interest Preference Action AFTER the 57% Point activity time Marketing Sales 57% Source: CEB FOCUS HERE Customer Purchases Customer Diligence Begins Customer Engages Supplier
  24. 24. © The TAS Group 2014 Awareness Interest Preference Action AFTER the 57% Point activity time Marketing Sales 57% Source: CEB FOCUS HERE Customer Purchases Customer Diligence Begins Customer Engages Supplier
  25. 25. © The TAS Group 2014 Qualification Matters
  26. 26. © The TAS Group 2014 Qualification Matters
  27. 27. © The TAS Group 2014 Qualification Matters
  28. 28. © The TAS Group 2014 Flanking Strategy Competitor You CustomerStated Needs
  29. 29. © The TAS Group 2014 Flanking Strategy Competitor You Customer 57% Stated Needs
  30. 30. © The TAS Group 2014 Flanking Strategy Competitor You Customer 57% Stated Needs Changed Needs
  31. 31. © The TAS Group 2014 Flanking Strategy: Shifts the focus of a customer’s buying criteria to new or additional issues that favor your solution. RULES Don’t follow the rules Executive support Make your move last Don’t open the door Flanking Strategy
  32. 32. © The TAS Group 2014 e=mc2
  33. 33. © The TAS Group 2014 e=mc2 YOU CANNOT DEPLOY A WINNING FLANKING STRATEGY USING THE SAME RULES THAT EVERYONE ELSE IS USING
  34. 34. © The TAS Group 2014 Qualification Matters: Reminder
  35. 35. © The TAS Group 2014 Flanking Strategy: Flank to Unique Business Value A B A+1A
  36. 36. © The TAS Group 2014 Flanking Strategy: Flank to Unique Business Value
  37. 37. © The TAS Group 2014 Flanking Examples
  38. 38. © The TAS Group 2014 Flanking Examples
  39. 39. © The TAS Group 2014 When the sales trainer leaves … TIME IMPROVEMENT 87%
  40. 40. © The TAS Group 2014 Awareness Interest Preference Action Before or After the 57% Point? activity time Marketing Sales Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier Source: CEB BEFORE AFTER
  41. 41. © The TAS Group 2014 The other …
  42. 42. © The TAS Group 2014 The other …
  43. 43. © The TAS Group 2014 The other …
  44. 44. © The TAS Group 2014 Awareness Interest Preference Action BEFORE the 57% Point activity time Marketing Sales 57% Source: CEB FOCUS HERE Customer Purchases Customer Diligence Begins Customer Engages Supplier
  45. 45. © The TAS Group 2014 3 Types of Need ActiveUnknown Known
  46. 46. © The TAS Group 2014 When to Sell
  47. 47. © The TAS Group 2014
  48. 48. © The TAS Group 2014
  49. 49. © The TAS Group 2014 When to Add Value
  50. 50. © The TAS Group 2014
  51. 51. © The TAS Group 2014 When to Add Value
  52. 52. © The TAS Group 2014
  53. 53. © The TAS Group 2014
  54. 54. © The TAS Group 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Source: CEB “Account Planning is the new marketing”
  55. 55. © The TAS Group 2014 Create, develop, pursue, and win business that delivers mutual value for you and your customer
  56. 56. © The TAS Group 2014 Know your customer Impact on a Customer fn (Business Problems, Business People) 54%61%
  57. 57. © The TAS Group 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Source: CEB
  58. 58. © The TAS Group 2014 Awareness Interest Preference Action Before or After the 57% Point? activity time Marketing Sales Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier Source: CEB BEFORE AFTER
  59. 59. © The TAS Group 2014 Resources … AccountPlanningInSalesforce.com thetasgroup.com/ebooks/ 12-Elements-Of-A-Great-Sales-Playbook.php 30 Day Trial
  60. 60. Battling the or 57% Sales People Still Matter

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