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Battling the 57%
The document discusses the changing dynamics of the customer buying process, emphasizing that 57% of the purchase decision is typically made before customers engage with suppliers. It highlights the importance of understanding different types of purchases and the necessity for sellers to create value rather than just communicate it. Additionally, strategies such as qualification and flanking are mentioned as essential tactics for sales success in this evolving landscape.
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Battling the 57%
- 1. Battling the or 57% Sales PeopleStill Matter
- 2. © The TASGroup 2014 Donal Daly CEO Maureen Blandford Vice President Marketing
- 3. © The TASGroup 2014 The Customer Buying Process Customer Diligence Begins Customer Purchases Source: CEB 57% Customer Engages Supplier
- 4. © The TASGroup 2014 How far through the buying process are your buyers when they engage with you? • 0% • 10% • 25% • 50% • 75%
- 5. © The TASGroup 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. © The TASGroup 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. © The TASGroup 2014 BUYERS BUYDIFFERENT THINGS
- 8. © The TASGroup 2014 Not all purchases are the same Intellectual Property Cost
- 9. © The TASGroup 2014 Not all purchases are the same Frequency Risk Intellectual Property Cost
- 10. © The TASGroup 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. © The TASGroup 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. © The TASGroup 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. © The TASGroup 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. © The TASGroup 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. © The TASGroup 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. © The TASGroup 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. © The TASGroup 2014 The Customer Buying Process Source: CEB Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier
- 18. © The TASGroup 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Source: CEB
- 19. © The TASGroup 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier
- 20. © The TASGroup 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier ?
- 21. © The TASGroup 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. © The TASGroup 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. © The TASGroup 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. © The TASGroup 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. © The TASGroup 2014 Qualification Matters
- 26. © The TASGroup 2014 Qualification Matters
- 27. © The TASGroup 2014 Qualification Matters
- 28. © The TASGroup 2014 Flanking Strategy Competitor You CustomerStated Needs
- 29. © The TASGroup 2014 Flanking Strategy Competitor You Customer 57% Stated Needs
- 30. © The TASGroup 2014 Flanking Strategy Competitor You Customer 57% Stated Needs Changed Needs
- 31. © The TASGroup 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. © The TASGroup 2014 e=mc2
- 33. © The TASGroup 2014 e=mc2 YOU CANNOT DEPLOY A WINNING FLANKING STRATEGY USING THE SAME RULES THAT EVERYONE ELSE IS USING
- 34. © The TASGroup 2014 Qualification Matters: Reminder
- 35. © The TASGroup 2014 Flanking Strategy: Flank to Unique Business Value A B A+1A
- 36. © The TASGroup 2014 Flanking Strategy: Flank to Unique Business Value
- 37. © The TASGroup 2014 Flanking Examples
- 38. © The TASGroup 2014 Flanking Examples
- 39. © The TASGroup 2014 When the sales trainer leaves … TIME IMPROVEMENT 87%
- 40. © The TASGroup 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. © The TASGroup 2014 The other …
- 42. © The TASGroup 2014 The other …
- 43. © The TASGroup 2014 The other …
- 44. © The TASGroup 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. © The TASGroup 2014 3 Types of Need ActiveUnknown Known
- 46. © The TASGroup 2014 When to Sell
- 47. © The TASGroup 2014
- 48. © The TASGroup 2014
- 49. © The TASGroup 2014 When to Add Value
- 50. © The TASGroup 2014
- 51. © The TASGroup 2014 When to Add Value
- 52. © The TASGroup 2014
- 53. © The TASGroup 2014
- 54. © The TASGroup 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Source: CEB “Account Planning is the new marketing”
- 55. © The TASGroup 2014 Create, develop, pursue, and win business that delivers mutual value for you and your customer
- 56. © The TASGroup 2014 Know your customer Impact on a Customer fn (Business Problems, Business People) 54%61%
- 57. © The TASGroup 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Source: CEB
- 58. © The TASGroup 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. © The TASGroup 2014 Resources … AccountPlanningInSalesforce.com thetasgroup.com/ebooks/ 12-Elements-Of-A-Great-Sales-Playbook.php 30 Day Trial
- 60. Battling the or 57% Sales PeopleStill Matter