Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Solution Selling 2.0 with Jurgen Heyman SPI


Published on

Solution Selling 2.0 - presented by Jurgen Heyman, SPI at Salesmakeover seminar 21 march 2014 in Stockholm Sweden

Published in: Business

Solution Selling 2.0 with Jurgen Heyman SPI

  1. 1. Higher rate of change impacting sales teams Sales professionals facing increasing levels of change Most sales organizations are unprepared to keep pace with increasing levels of complexity Seller agility becoming a new competitive requirement Source: CSO Insights, 2013
  2. 2. Solution differentiation getting shorter and shorter LAUNCH RAMP UP EXPLOIT RECONFIGURE DISENGAGE RETURNS Companies in high-velocity industries must learn to cycle rapidly through the stages of competitive advantage. New “insights” or product advantages have an increasingly shorter shelf life Sales organizations will need to “shift gears” more frequently
  3. 3. Emerging markets will overtake developed economies Source: Goldman Sachs Global Investment Research Customers naturally gravitate to commoditized offerings Emerging markets gaining production capacity (engineering and efficient manufacturing) Sales organizations increasingly need to be adept at positioning higher value solutions, not just price
  4. 4. Changing workforce demographics create selling challenges and opportunities 10,000 Baby Boomers will reach the retirement age of 65 each day in the year 2013 Both buyer and seller environments are being shaped by changing demographics Sales organizations will be forced to adapt and leverage new talents and perspectives
  5. 5. 2013 © SOLUTION SELLING, INC. Millennials: Born between 1980 - early 2000s Sources:;;;;;;; yec; buzz marketing group ◄  ◄  ◄  ◄  ◄  ◄  ◄  ◄  ◄  ◄ 
  6. 6. Time LevelofConcern Admitted Pain or Missed Opportunity Planning or Latent State Determine Needs Evaluate Alternatives Evaluate Risk Phase 0 Phase I Phase II Phase III Risk Price Solution Needs •  Strategy •  Initiatives •  Issues •  Priorities
  7. 7. Don’t call us, we’ll call you 80% of buyers find you Buyers first form their own “hypothesis” Sellers must validate or challenge buyer vision Situational fluency is more critical than ever Sellers need to know how to engage earlier
  8. 8. 93%  of  buyers  begin  their   buying  process  using  the  internet   for  research.    Marketo   74%  of  C-­‐level  execu:ves  say  the  Internet  is  invaluable   for  finding  informa:on  and  53%  say  they  prefer  to   locate  informa:on  themselves.    Forbes  Insight  -­‐  The  Rise  of  the  Digital   C-­‐Suite     72%  of  B2B  buyers  (last  year)   used  social  media  to  research  a   poten:al  solu:on  purchase.   DemandGen   59%  engaged  with  a  peer  who  had  addressed  the  challenge.   37%  posted  ques:ons  on  social  networks  for  feedback.  
  9. 9. •  •  •  •  •  Characteristics of the new buyer
  10. 10. 1980 1985 2000 2007 2012 2014 The original Solution Selling® Solution Selling® for Sales Execution Researc h The New Solution Selling® The Collaborative Sale Solution Selling® 2.0
  11. 11. Defining Collaborative Selling Sales collaboration is buyers and sellers bringing their ideas and perspectives together using a transparent and commonly understood structure, in shared physical or virtual space, to solve mutually recognized problems or to benefit from identified opportunities, and to create measurable value 16
  12. 12. Essential for selling to Buyer 2.0
  13. 13. Aligning with Buyer 2.0 behavior
  14. 14. Not Looking Looking Latent State Admitted State Vision State Evaluation State Plan Create Qualify Develop Prove Close þ þ þ þ þ þ Latent Process Admitted Process Early Active Process Late Active Process Verifiable Outcomes
  15. 15. Latent State Admitted State Vision State Evaluation State MICRO-MARKETER VISUALIZER VALUE-DRIVER
  16. 16. Micro-Marketers recognize the value of their own situational fluency
  17. 17. 2013 © SOLUTION SELLING, INC. What one word do you want people to use to describe you? In your opinion what is your strongest quality? What personal quality does your customer expect from you? What do your colleagues respect about you most? What one quality would you like to incorporate into your reputation? BUILDING YOUR BRAND QUESTIONS ANSWERS (QUALITIES)
  18. 18. Not Looking Looking Strength of VisionLow High Higher Latent State Admitted State Vision State Evaluation State Vision Creation Vision Enhancement Vision Reengineering
  19. 19. Buyer Perspective Seller Perspective Reasons   Capabili4es   Pain   Vision     Collaborate
  20. 20. Buyer Perspective Seller Perspective Reasons   Capabili4es   Pain   Vision     Collaborate Pre-empt Validate orChallenge Promote Differentiation Apply Situational Fluency
  21. 21. Capabili4es   A B C D E F G H 10 10 CUSTOMER  VALUE   UNIQUENESS   I J
  23. 23. Operational (Conceptual) Financial (Value) Transitional (Implementation) Three Sales within a Sale
  24. 24. Anticipate buyer risks Address all three types of buyer risk Track progress to decision Improve predictability and visibility Provides a basis for meaningful collaboration
  25. 25. Problem, critical business issue or missed opportunity Has the buyer admitted that one of these needs to be addressed? People with influence and authority Do we know these people? Can we access them? Can we influence them? Support us? Is our “solution” differentiated? Do the stakeholders agree on a vision of a solution? Can we provide uniqueness & differentiation? Have we agreed upon a mutual plan of action? Are they collaborating with us? Are we progressing to a decision? Does the offering(s) provide mutual value? Have we quantified it? Does it sufficiently outweigh the pain? Does the buyer agree? Successful Sale = Pain X Power X Vision X Value X Collaborate X Compelling Reason to Act Pain Power Vision CollaborateValue Is there a time bound event for action? Have they shared a compelling reason to act? Do we know the implications of inaction? CRTA