We all want Revenue Growth? No, we all want profitable Revenue Growth! That means minimising Churn and/or maximising Retention. The challenge is that Retention is not a long-term, sustainable strategy. If the Customer wants out she will find a way. The better long-term, sustainable strategy is finding ways to make them want to stay. The Million dollar question is: How do you make them want to stay?

2. What is your Growth Strategy?

3. www.flickr.com/photos/12023825@N04/2898021822
Growth strategy?

4. Growth

5. Growth strategy?

6. Growth strategy?

7. Growth
Retention
and

8. Retention strategy

9. Retention strategy

10. SalesChannel Europe ©2016 All rights reserved
Thinking 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
Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months

11. Diagnostic selling

12. Prescribing the right solution

13. SalesChannel Europe ©2016 All rights reserved
3 Phases of the Customer Life Cycle
PHASE II
Needs
Cost
Proof
Risk
Needs
Price
Proof
Risk
Design-in Prototyping ProductionLEVELOFCONCERN
Production
Availability
TIME
PHASE I PHASE III

14. Get it right

15. Get it wrong

16. the

17. Customers are leaving

18. Customers are defecting to other suppliers2
Unable to monetize business opportunity over full
customer life cycle3
Cost/effort to win back lost customers is extremely
high/prohibitively expensive4
5
Cost/effort of winning new customers is 10-15 X higher
than winning new business from existing customers
Unable to keep existing customers1

19. The simple solution

20. Constraint-based strategies

21. Retention strategies
Our Retention Plan
Customer Response

22. Retention strategies

23. Retention Strategy #1

24. Retention Strategy #1

25. Retention Strategy #1

26. Retention Strategy #2

27. Retention Strategy #2

28. Retention Strategy #2

29. Retention Strategy #3

30. Retention Strategy #4

31. Retention Strategy #4

32. Retention Strategy #4

33. Retention Strategy #5

34. The Problem?

35. the

36. Retention Toolkit

37. Mindset Matters Most1
Sell Business Outcomes not Technology2
Where are you on the Partner Sales Maturity Model?3
How and when to communicate Bad News4
Focus on your Customer’s Long-term Success5

38. Change your view

39. Anticipate the future

40. Transform your vision

41. “Attitude is a choice, and
its available to all.”
Its all about Attitude
- Seth Godin
“What actually separates
winners from losers isn’t
talent, its attitude.”

42. Positive attitude

43. Customer-centric attitude

44. Focus on the customer's perspective

45. Who is your Customer?
Sell to Sell thru(Customer) (Customer = Partner)
=
?
X
Transactional Relational
• Short-term
• One shot focused
• Medium to long-term
• Repeat business focused

46. Your job is to …

47. Adaptive thinking

48. Adaptive thinking

49. Personal change

50. Overcoming barriers to change

51. “Change is difficult.
Not changing is fatal”

52. The cost of Legacy Thinking

53. Developing new strengths

54. SalesChannel Europe ©2016 All rights reserved
Products and Services Customer Needs Customer Value and Results
Basis of Value
to Buyer
 Products and
services that meet
needs
Basis of Value
to Buyer
 Clarification of
needs
Basis of Value
to Buyer
 Business insights and
advice
 A range of Options  A network of
resources
 Follow-up to
ensure satisfaction
 A mutually beneficial,
long-term partnership
Sales Beliefs
and Behaviours
 Achieves product
match
Sales Beliefs
and Behaviours
 Builds customer
satisfaction and
relationships
Sales Beliefs
and Behaviours
 Creates value
throughout customer
organisation
 Believes in features
and benefits
 Believes in solutions  Believes in business
partnership
 Presents and closes Listens, explores,
suggests options
and proposes
 Researches,
anticipates, advocates
and orchestrates
Supplier Advisor Partner
Selling Focus
The New Sales Mindset

55. SalesChannel Europe ©2016 All rights reserved
Mindset Shift
Sales Engagement
Goals
Mindset Shift
Move from Move to
Seek to understand the big
picture
Linear thinking Systemic viewpoint
Seek to understand the
underlying behaviour
Fixating on an event
Observing patterns and
structures
Seek systemic change Short-term fixes Long-term initiatives
Seek to surface limiting
beliefs
Jumping to conclusions Suspending judgment
Seek to evolve a shared
vision
Boundaries around
beliefs
A borderless mindset

56. Possibility Mindset

57. Legacy thinking

58. “Doing exactly the same thing
over and over again, but
expecting a different result.”
- Albert Einstein
Definition of insanity

59. Mindset Matters Most1
Sell Business Outcomes not Technology2
Where are you on the Partner Sales Maturity Model?3
How and when to communicate Bad News4
Focus on your Customer’s Long-term Success5

60. Future focus

61. GAP Mindset

62. Goals
Aspirations
Problems
G
A
P

63. Aspirational thinking

64. Closer inspection

65. 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

66. SalesChannel Europe ©2016 All rights reserved 66
Selling Business Outcomes
• Increased revenues or profitability
• Faster time to market
• Decreased costs
• Improved operational efficiency
• Revitalizing the organization
• Enhancing customer loyalty
• Increased market share
• Decreased employee turnover
• Improved customer retention levels
• Increased competitive differentiation
• Faster response time
• Decreased operational expenses
• Increased sales per customer
• Improved asset utilization
• Faster collections
• Reduced cost of goods sold
• Minimized risk
• Additional revenue streams
• Improved time-to-profitability
• Increased billable hours
• Reduced cycle time
• Increased inventory turns
• Faster sales cycles
• Reduced direct labour costs

67. Customers want outcomes

68. “Don't wish it were easier;
wish you were better.
- Jim Rohn
Don't wish for less problems;
wish for more skills.
Don't wish for less challenges;
wish for more wisdom.”

69. “Don't wish it were easier;
wish you were better.
- Jim Rohn
Don't wish for less problems;
wish for more skills.
Don't wish for less challenges;
wish for more wisdom.”

70. Mindset Matters Most1
Sell Business Outcomes not Technology2
Where are you on the Partner Sales Maturity Model?3
How and when to communicate Bad News4
Focus on your Customer’s Long-term Success5

71. SalesChannel Europe ©2016 All rights reserved
Stages of Sales Proficiency
To be
considered
Product
Casual
Product
options
To make
a sale
Customer
Trust
Application
solutions
Repeat
business
Competition
Mutualistic
Business
issues
To dominate
an account
Customer’s
market
Symbiotic
Strategic
direction
Emerging
Salesperson Salesperson
Competitive
Salesperson
Competitive
Sales Consultant
Stage I Stage II Stage III Stage IV
Intent
Focus
Relationship
Value

72. The Sales Person of the
Future is a Consultant
Conclusion:
(with Sales Skills)

73. Dimension of
Knowledge
Dimension of
Relationship
Dimension of
Partnership
1
2
3
Partner Sales Maturity

74. Dimension of
Knowledge
Dimension of
Relationship
Dimension of
Partnership
Top 3 customers
Business development
strategy
Prospects introduced
Top 3 suppliers Supply chain challenges
Alternative suppliers
introduced
Top 3 competitors
Activity to tackle competitive
threats
Suggestions made for
differentiation
Top 3 staff members Key vacancies/talent gaps
Candidates/HR solutions
introduced
Top 3 business issues
Value of each business
issue
Active assistance with 1+
issues
Forecast/vision/plan for next
3 years
Visibility of functional plans
(where they exist)
asked for input on strategic
and operational business
plans
1 2 3

75. - Unknown
“Not a lack of resources,
but a lack of resourcefulness.”

76. Mindset Matters Most1
Sell Business Outcomes not Technology2
Where are you on the Partner Sales Maturity Model?3
How and when to communicate Bad News4
Focus on your Customer’s Long-term Success5

77. Transform Bad News into Good News

78. Avoidance strategy

79. 79
Sales Conversation Pendulum

80. Advocacy
Inquiry
VS

81. Advocacy1. giving advice
2. setting the agenda
3. talking

82. Inquiry1. asking questions
2. finding out more
3. letting the customer speak

83. White Questions
Green Questions
Black Questions
Red Questions
Current situation
Facts, data & information
white snow: pure, cold hard facts
Desired situation
Future state
Grass, trees, growth, can become
Obstacles
Important, powerful
Dark, night time, can’t see in the dark. Turn on the light to see what
stands between current situation and desired situation.
Feelings
Fire, explosive color, highly emotional
-ve Red: “If Stan doesn’t do something he won’t make his quota. He really needs
some help. Stan needs to talk to you.”
+ve Red: “If Stan overachieves this year, he will probably be promoted to VP
Sales
Asking Questions in Colour

84. Tell
Ask
Problem Solution
Conversation Directional Compass
• Describing the problem
• Problem focused
• Asking questions about the
problem
• Problem focused
• Asking questions about possible
solutions
• Solution focused
• Talking about the solution
• Describing possible solutions

85. Competitive separation

86. Mindset Matters Most1
Sell Business Outcomes not Technology2
Where are you on the Partner Sales Maturity Model?3
How and when to communicate Bad News4
Focus on your Customer’s Long-term Success5

87. Discovery Mindset

88. Customer Challenge #1

89. “When they imagine the future,
They only see the present.”
Customer Challenge #1

90. Navigate uncertainty

91. Success is the other side of failure

92. Recommended reading

93. What did sales winners do differently?*
1. Educated me with new ideas or perspectives
2. Collaborated with me
3. Persuaded me we would achieve results
4. Listened to me
5. Understood my needs
6. Helped me avoid potential pitfalls
7. Crafted a compelling solution
8. Depicted purchasing process accurately
9. Connected with me personally
10.Overall value from the company is superior to others*What Sales Winners Do Differently, RAIN Group, 2013

94. SalesChannel Europe ©2016 All rights reserved
Belief systems

95. Winners practice Adaptive thinking

96. What can I do?

97. SalesChannel Europe ©2016 All rights reserved
The 5Rs of Retention
1. Reality: confront the real situation and the consequential issues openly,
objectively and honestly. Remain rational, avoid emotional and judgmental
thinking. Stay focused on the Client's desired business outcomes. Don't become
part of the problem.
2. Review: where are we now, where do we want to be? What is the gap? What can
we do to close the gap?
3. Reframe: describe new situation, the alternative future(s). Focus on actions that
will minimize the negative consequences of the gap, and maximise the positive.
4. Reset: reset expectations by "selling" a new vision of the future. Describe the
best possible future available given the changed situation.
5. Recommit: restate your personal commitment to deliver the best possible
outcome for the customer based on the current situation. Describe the personal
actions that you will take to: i) minimize the negative consequences and ii)
maximize the positive outcomes possible given the changed situation.

98. Retention thinking

99. Retention mindset

100. Jailbreak thinking

101. Escape thinking

102. Retention strategies don’t work

103. Future reality

104. Make them want to stay

105. Make them want to stay

106. Make them want to stay

107. Make them want to stay

108. Get them to your beach

109. Get them to your beach

110. Get them to your beach

111. Get them to your beach

112. Make them want to stay

113. Make them want to stay

114. Make them want to stay

115. Make them want to come and to stay

116. 1. Mindset Matters Most
2. Sell Business Outcomes not Technology
3. Where are you on the Partner Sales Maturity Model?
4. How and when to communicate Bad News
5. Focus on your Customer’s Long-term Success
Quick Review:
Customers want Outcomes
Knowledge -> Relationship -> Partnership
As soon as possible, followed by Advocacy and Inquiry
Add Value through sharing Business Insights
Competing to remain relevant to tomorrow’s customers
Become a Business Partner

117. What is the single most
important thing that top
sales performers do?

118. 1. Challenge their clients
2. Inspire and educate
3. Share their insights
4. Think long-term relationships
5. Take personal responsibility for the
Customer Life Cycle End2End
Win, Retain & Develop New Business
Create Long-term Profitable Growth

119. Personal accountability

120. If It Is To Be
It Is Up To Me

121. Past
Future
Commitment to Change

122. To Be The Best
That You Can Be
My wish for you

123. Get it right

124. 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