Sales Transformation: 5 Steps to Capture More Cloud Customers

9,597 views

Published on

The challenge of sustaining growth levels at 35% is not to improve your sales conversion rate (although this is never hurts). The challenge to sustaining stellar growth rates lies in increasing the quality and frequency of your Demand Generation Campaigns.

Published in: Business

Sales Transformation: 5 Steps to Capture More Cloud Customers

  1. 1. Industry Cloud Adoption
  2. 2. Customer Cloud Adoption
  3. 3. 4 Digital Transformation - Obstacles and Challenges* *Source: Saugatuck Technology, “Digital Business” Survey (Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)
  4. 4. Your job is this
  5. 5. “Change is difficult. Not changing is fatal”
  6. 6. New Sales Toolkit
  7. 7. “Fire your sales force”
  8. 8. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
  9. 9. Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible. The new Golden Rule in Sales is:
  10. 10. Capture their imaginations
  11. 11. “Reasons lead to conclusions. Emotions lead to actions.” - Saatchi & Saatchi
  12. 12. 13 Decision Drivers
  13. 13. Horizon 1 0 - 6 months Horizon 2 6 - 12 months Horizon 3 12 - 36 months Selling at 3 Time Horizons Closing Current Opportunities: • Winning Deals • Pitching to Win • Closing Building Tomorrow’s Business: • Industry trends • Industry competitive challenges • Collaborative strategy Building the Pipeline: • Solutions to Customer business challenges • Value Propositions • Account Sales Plan
  14. 14. Get it right
  15. 15. Get it wrong
  16. 16. The status quo is not a growth strategy
  17. 17. Disruptive Opportunity Matrix Extend White Space Defend ExtendCurrent New Current New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Products Customers
  18. 18. Strategic choices
  19. 19. Delusional Thinking
  20. 20. #1: Irrational complacency
  21. 21. #2: Catch the train
  22. 22. OLD THINKING NEW TECHNOLOGY FAIL X =
  23. 23. Think outside the box
  24. 24. Think outside the box
  25. 25. www.flickr.com/photos/12023825@N04/2898021822 Growth strategy
  26. 26. - Peter Drucker “The greatest danger in times of turbulence is not the turbulence - it is to act with yesterday’s logic”. The Challenge of Change
  27. 27. Prisoners of the past
  28. 28. Overcoming change
  29. 29. Destination Thinking
  30. 30. Compete for the future, not just the present
  31. 31. “Today’s customers are online explorers, seeking out online ratings, peer reviews, videos and in-depth product details as they move through the buying decision process.”
  32. 32. Move to tomorrow’s battleground
  33. 33. Ride the next wave
  34. 34. You can’t teach an old dog new tricks
  35. 35. Old dog, new tricks VP of Growth VP of Sales
  36. 36. Rethink the sales funnel
  37. 37. Radically rethink the sales funnel
  38. 38. 39 Focus on Selling Above the Funnel • Prospection • Qualifying • Needs • Proposal • Negotiation • Close Demand Creation Demand Capture • Market identification • Requirements analysis • Demand creating • Lead Generation and Management • Engagement The Sales Toolkit Q1 Q2 Q3 Q4 Q1 Demand Generation Campaigns
  39. 39. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
  40. 40. “Customers are completing 57% of a buying cycle before ever coming into contact with a sales rep.” - A CEB study of more than 1,400 customers 57%
  41. 41. Interruption Marketing: Targeting Audiences with messages through channels to drive transactions The OLD World Engagement Marketing: Engaging communities with shared purpose through experiences to sustain relationships The NEW World
  42. 42. Sales Transformation Old Sales Model New Sales Model
  43. 43. Systems of Engagement
  44. 44. source: www.corporatevisions.com Marketing Today = Sales Tomorrow
  45. 45. source: www.corporatevisions.com 1 32 Marketing Today = Sales Tomorrow • Challenge them • Destabilise them • Challenge the status quo • Get them out of comfort zone • Take them to the negative future • Sell your insights • Provide evidence • Cost justify • Lead them through the process • Take them to the beach • Sell your insights • Sell your experience • Take them to the negative future • Create a sense of urgency • Monetise the cost of delay • Take them to the beach • Guide them to take action • Take the order
  46. 46. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
  47. 47. Product Place Price Promotion 4P's Solution Access Value Education SAVE
  48. 48. Educate
  49. 49. Inspire
  50. 50. Create a sense of urgency
  51. 51. Game Changer Purchase before Adoption Adoption before Purchase AccessAssets
  52. 52. Sales Transformation = Selling Business Outcomes OLD NEW The IT Buyer The Business Buyer Selling into CapEx Budgets Selling into OpEx Budgets Technical Expertise Business Expertise Geographic Sales Territories Vertical Industry Territories Selling Features Selling Results Fixed-Price Contracts Outcome-Based Contracts Demonstrating Features Business Process Discussions Your Complexity and Underlying Architecture Your Consumption Model and Service Capability Maintenance Contracts "Apps Mindset" Face2Face Sales Skills Social Media Knowledge Source: Consumption Economics: The New Rules of Tech by J. B. Wood, Todd Hewlin and Thomas Lah, 2011
  53. 53. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
  54. 54. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg Cart before the horse
  55. 55. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  56. 56. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
  57. 57. 3 levels of clarity
  58. 58. Basic Product/Service: • Technology • Price performance • Product quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers 1 2 Support Services 3 E2E Customer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: • Levels of support • Quality of service • Systems • Processes Your Cloud Services
  59. 59. Price vs Value Products Services Experience Customer
  60. 60. Competitive separation
  61. 61. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
  62. 62. The problem is that customers don’t buy the way we sell
  63. 63. The Buying Decision Process
  64. 64. Search Find Qualify Try Buy Activate Manage Up-sell Support Refer The Customer Adoption Cycle
  65. 65. The Adoption Cycle
  66. 66. Cloud Adoption starts here
  67. 67. Evolution
  68. 68. Devolution
  69. 69. Customer Adoption
  70. 70. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
  71. 71. Anticipate change
  72. 72. Business Agility
  73. 73. Adapting to change
  74. 74. Predictive Mindset
  75. 75. Adaptive Mindset
  76. 76. 1. Create Systems of Engagement 2. Selling Business Outcomes 3. Differentiate or Die 4. Help customers to join the dots 5. Building a culture of growth Quick Review: 4Ps -> S A V E, Assets vs Access Differentiation: 3 Levels of Perceived Value Align all Sales & Marketing actions Demand Generation Campaigns Competing to remain relevant to tomorrow’s customers Predictive -> Adaptive mindset
  77. 77. Get it right
  78. 78. www.flickr.com/photos/horacio/3781750 David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com

×