The document provides advice on differentiating and selling value in challenging economic times. It emphasizes focusing on client needs rather than just selling products or services. Key recommendations include understanding your clients' industries, businesses, issues, and discovering value propositions that reduce risk or enhance the way they work. Selling value, not price, builds long-term relationships and loyalty from clients. The document also stresses listening skills, asking the right questions, qualifying clients, and ensuring sales alignment around a clear value proposition in order to win business.

1. "How to differentiate & sell value"
John McCormack

2. The days of the FAT Cats are over for now
http://www.youtube.com/watch?v=4UlV
L-0F8iQ

3. Responding to the new environment
"It is not the strongest of the species that survive,
nor the most intelligent, but the one most
responsive to change."
Charles Darwin (1809–1882)
English naturalist and author

4. “Best of times worst of times”
• Decisions taking longer
• Pressure on price and margins
• Customers demand more for less
• Low cost competition
• Increased Competition
• Increased regulation
• There are still lots of opportunities
• Your clients need advice
• Clients will pay for services that provide
value. (provide gain avoid loss)

5. Why clients say “YES” rather than “NO”!
Basically there are only two reasons that
move clients to action:
Desire for gain and fear of loss
Clients in control don’t buy especially in
tough times.

6. The fundamentals of selling
• Get information before you give information
• People prefer to buy rather than being sold to
• When you make a sale you make a living
• When you create a relationship you can make
a fortune
• When you sell on price you rent the business
• When you sell on value you own the business
• People buy when they want or need to buy

7. How can you Win more than your fair share?
• Know what is strategically important to your clients
– That’s all that will get funded
• Be creative: Explore ways to reduce the perception of risk
• Make sure you compete on value, not price
• Know your client’s industry
• Know your client’s business
• Know your client’s organisation
• Know your client’s issues /concerns

8. Listening Skills
You have 2 ears, 2 eyes and 1 mouth
You will make more sales in a month by
getting yourself interested in other people
and their issues than you can in a year by
trying to get other people interested in you.

9. Definitions of selling
"Selling is the process of helping
someone discover something of
value"

10. What is value?
BENEFITS
- COST
= VALUE

11. Here’s some alternative ways to think about the value
you are proposing.
New Value
How it changes the way we work
Added Value
How it enhances the way we work
Ongoing Value
How it helps keep things going

12. What value do customers buy?

13. How should we sell to them?

14. Getting the right information
Asking the right questions!

15. Who to talk to in your client’s organisations
Economic
Buyer
Technical
Buyer
User
Buyer
Coach Spoilers
Influencer Ratifies

16. The Johari window

17. Sales funnel Buying Funnel
Problem /
Opportunity
Assessment
Evaluation
Overcoming
Concerns
Decision

18. Questioning funnel

19. Is this your card?

20. Negotiation
Zone of Potential Agreement
http://www.youtube.com/watch?v=U33X
g91HAlo

21. Zone of Potential Agreement (ZOPA)
Negotiation Arena
Buyer’s Settlement Range
Seller’s Settlement Range
€0 €500
€350 €650
Buyer
Deadlock
Seller
Deadlock
Negotiation Arena = overlap of essentials
Opening stance – No Overlap
Any solution inside the arena = WIN/WIN

22. How do you know if you are in the Zone?
• Based on past buyer behaviour?
• Based on your past behaviour (end of qtr
deals)
• Change in tone, body language
• Language..... “We’re not quite there”

23. The importance of networking

24. The first date
• Do’s
– Be prepared
– Approach
– Ask for permission
– Give with permission
– Gain with permission
– Have a value proposition
– Seek a follow-up
– Follow up
• Don'ts
– Try to sell
– Give more than a card
– Get distracted
– Overstay your welcome
– Invade a closed group
– Never Dump

25. Selling as a Team

26. Alignment?

27. Being on message
Gaps create conflict. Congruence releases energy and achievement
drive.
Values
Belief
in
Solution
Commitment
to
Activities
View
of
Abilities
View
of
Sales

28. Value Proposition
• The American’s call this the elevator pitch
• Grabs attention
• Explains what you do for others ( him / her)
• Saves time , money, reduced risk
• Seeks a commitment from them
• Best ones are
– Memorable, repeatable, credible, unique, provable

29. Winning sales
• Get to know your customers, listen to them.
• Find out what your customers want and give it to them!
• Knowing your customer and their business better than the
competition
• Differentiate the experience – not just the product.
• Make service central part of your offer
• Relationship management – it’s people first
• Ensure alignment & focus on the customer
• Have the best execution possible where the customer
interfaces with the offering

30. Best advice
• WIN Fast
• WIN Slow
• Lose FAST
• Never ever lose SLOW

31. Key values of successful sales people
• Qualification
• Value focus
• Passion for customers
• Process driven
• Ruthlessly fact oriented
• Time oriented
• Seeking simplification
• Self development
• Maintaining their optimism
http://www.youtube.com/watch?v=M0sSoZHaW-E

32. Its not about YOU its about THEM
“Life's most urgentquestion is, whatare you
doing for others?”
Dr MartinLutherKing Jr.