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How a Different Approach to Selling Can Unleash Massive Sales Growth
The document outlines a sales transformation webinar series hosted by Mike Kunkle, focusing on adaptive sales methodologies to enhance sales effectiveness in a complex B2B environment. It emphasizes the need for a flexible, buyer-centric approach to sales that involves understanding customer needs, problems, objectives, and opportunities through various sales strategies. Key topics include the importance of sales judgment, consultative mindsets, and outcome selling to provide tailored solutions that meet clients' expectations and drive revenue growth.
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How a Different Approach to Selling Can Unleash Massive Sales Growth
- 1. How a DifferentApproach to Selling Can Unleash Massive Sales Growth Mike Kunkle Host of Sales Transformation Straight Talk™ Founder, Transforming Sales Results, LLC VP of Sales Transformation Services, Fast Lane / Digital Transformation Inc.
- 2. What • Sales TransformationStraight Talk webinar series Why • Provide you with the latest thinking and actionable ideas to transform sales results How • Solo webinars, guest speakers, Q&A, taking requests, follow-up conversations When & Where • Mid-month, Wednesday at 2 pm Eastern*, every month, here on SMM Connect (http://bit.ly/STSTonSMM) Sales Transformation Straight Talk Series on * With some possible exceptions on day/time 2
- 3. mike.kunkle@fastlaneus.com mike@mikekunkle.com (214) 494-9950 Follow Mike& His Content Personal Blog http://www.TransformingSalesResults.com DTI Blog/Insights http://www.DXform.io/blog SMM Webinars http://bit.ly/STSTonSMM BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel LinkedIn Publisher http://bit.ly/MikeKunklePublisher LinkedIn Profile http://www.linkedin.com/in/mikekunkle Twitter https://twitter.com/mike_kunkle SlideShare http://www.slideshare.net/MikeKunkle Google+ https://plus.google.com/+MikeKunkle Mike Kunkle is a widely-recognized sales transformation architect and sales training / sales enablement leader. He’s spent 22 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven- effective sales transformation methodologies. Today, Mike is the VP of Sales Transformation Services for Digital Transformation Inc. (a division of Fast Lane Consulting & Education Services) and founder of Transforming Sales Results, LLC. He consults, advises, writes, speaks, leads webinars, designs sales learning systems that get results, and guides clients through all aspects of their sales transformation. Mike Kunkle VP, Sales Transformation Services Founder | Sales Transformation Architect Your Host 3
- 4. Our Plan forToday AGENDA: Different Approach to Selling • Why do we need a different approach? • What is an Adaptive Sales Methodology? • What are The Four Customer States? • What are The Four Sales Approaches? • How do Sales Judgment, a Consultative Mindset, and Outcome Selling support Adaptive Selling? • What nuances should we consider? • How do you effectively implement an Adaptive Sales Methodology? 4Mike Kunkle Adaptive Sales Methodology
- 5. Why do weneed a different approach to selling?
- 6. Why We Needa Different Approach to Selling “All failure is failure to adapt, all success is successful adaptation.” ~ Max McKeown, author of “Adaptability: The Art of Winning in an Age of Uncertainty” • B2B selling is more complex than ever • A VUCA business environment with adaptive problems • Quota achievement is trending downward • Buyers’ expectations of sellers are increasing • One size does not fit all • AI, Bots, & Machine Learning may replace transactional selling • Adaptive models have been proven in leadership • Adaptive models have been tried (differently) in selling • The quote about insanity (misattributed to Einstein) 6Mike Kunkle Adaptive Sales Methodology
- 7. What is an AdaptiveSales Methodology?
- 8. A flexible approachto selling that utilizes sales judgment to adjust the sales approach to fit the buyers’ situation. An Adaptive Sales Methodology is… Why? Outside-In More buyer-centric Generate more leads Win more opportunities Competitive differentiation 8Mike Kunkle Adaptive Sales Methodology
- 9. What are The 4Customer States?
- 10. The Customer States Needs Problems Objectives Opportunities The4 Customer States 10Mike Kunkle Adaptive Sales Methodology
- 11. The Customer States •They know they need to change something, and may or may not know what to do. Needs Problems Objectives Opportunities The 4 Customer States 11Mike Kunkle Adaptive Sales Methodology
- 12. The Customer States •Something isn’t right but they’re not sure about the root cause or what to do, if anything. Needs Problems Objectives Opportunities The 4 Customer States 12Mike Kunkle Adaptive Sales Methodology
- 13. The Customer States •They have clear ideas in mind about initiatives that they need to support. Needs Problems Objectives Opportunities The 4 Customer States 13Mike Kunkle Adaptive Sales Methodology
- 14. The Customer States •We see opportunity for improvement that they may not yet see. Needs Problems Objectives Opportunities The 4 Customer States 14Mike Kunkle Adaptive Sales Methodology
- 15. What are The 4Sales Approaches?
- 16. The Four SalesApproaches Needs Needs-Based Selling Problems Solution Selling Objectives Objective-Based Selling Opportunities Insight Selling The 4 Customer States The 4 Sales Approaches 16Mike Kunkle Adaptive Sales Methodology
- 17. The Four SalesApproaches Sales Approach: • Uncover their needs – understanding the What, Why, When, and Where, and the priority of their needs • Select the right solution to meet the needs • Present the solution in context of the needs • Resolve any concerns • Negotiate • Close the sale Needs-Based Selling Solution Selling Objective-Based Selling Insight Selling The 4 Sales Approaches Customer State: They know they need to change something, and may or may not know what to do. 17Mike Kunkle Adaptive Sales Methodology
- 18. The Four SalesApproaches Needs-Based Selling Solution Selling Objective-Based Selling Insight Selling The 4 Sales Approaches Sales Approach: • Understand the problem • Validate it’s worth solving • Diagnose root causes • Problem-solve with the client • Select or build an appropriate solution Customer State: Something isn’t right but they’re not sure about the root cause or what to do, if anything. 18Mike Kunkle Adaptive Sales Methodology
- 19. The Four SalesApproaches Needs-Based Selling Solution Selling Objective-Based Selling Insight Selling The 4 Sales Approaches Sales Approach: • Understand their goals and objectives • Understand their capabilities and plans relative to achieving those objectives • Position yourself as an expert resource who can help them achieve those objectives Customer State: They have clear ideas in mind about initiatives that they need to support. 19Mike Kunkle Adaptive Sales Methodology
- 20. The Four SalesApproaches Needs-Based Selling Solution Selling Objective-Based Selling Insight Selling The 4 Sales Approaches Sales Approach: • Present data and insights • Interpret situations • Share thought leadership and expertise In order to… • Seed new ideas • Foster an Aha Moment • Shift current thinking to view things in a new way. Customer State: We see opportunity for improvement that they may not yet see. 20Mike Kunkle Adaptive Sales Methodology
- 21. How do… • SalesJudgment • Consultative Mindset • Outcome Selling … all support Adaptive Selling?
- 22. Sales Judgment |Consultative Mindset | Outcome Selling Needs Needs-Based Selling Problems Solution Selling Objectives Objective-Based Selling Opportunities Insight Selling Outcome Selling Foundation The 4 Customer States The 4 Sales Approaches ConsultativeMindset SalesJudgment 22Mike Kunkle Adaptive Sales Methodology
- 23. Sales Judgment Sales UtilityBelt Concept • Like Batman’s utility belt • Load up with tools you need • Grab the right tool at the right time http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/ 23Mike Kunkle Adaptive Sales Methodology
- 24. Sales Judgment • Withtraining and practice, reps can use judgment to… - Listen - Interpret - Decide - Respond …purposefully, in the moment, with the right methodology, to move the sale forward. What Does Judgment Do For Sales Pros?
- 25. The Consultative Mindset •Consultative selling is helping buyers solve problems, enable opportunities, and/or reduce risks to achieve their desired outcomes, in a way that delivers value to them, as they perceive it. Value = Outcomes > Solution TERM + POC (Time, Effort, Resources, Money + Pain of Change) • “You get what you want when you help enough other people get what they want.” ~ Zig Ziglar • “Seek first to understand, then be understood.” ~ Stephen Covey • Take a problem-focused approach to prospecting, not a product-based approach. • Ask the difficult and authentic questions (and learn the skills to do it). • Learn how to present insights, float ideas, and disagree with ideas, without challenging people. • Present solutions to help buyers achieve their stated desired outcomes, not unrelated product and company “pitches.” Better yet, co-create solutions with your buyers and have a dialogue. • Stop thinking “overcoming objections” and start thinking “resolving concerns.” 25Mike Kunkle Adaptive Sales Methodology
- 26. The Consultative Mindset 26MikeKunkle Adaptive Sales Methodology
- 27. Outcome Selling: TheSituation Assessment Framework Future State Factor Analysis Plans and Initiatives • Related past initiatives & outcomes • Current initiatives & status (Current State) • Future planned initiatives & status • Compelling event | Critical business need Analysis • Desired outcomes • Problems to avoid • Opportunities to maximize • Risks | Threats to initiative success Impacts (Positive) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • Other operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Validation • Improve | Accomplish | Avoid Current State Factor Analysis Overview • Strategic objectives • Tactical plans | Current initiatives • Business performance • Metrics that matter Analysis • Current successes • Current problems • Perceived opportunities • Risks | Threats of status quo Impacts (Negative) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • Other operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Hypothesis • Improve | Accomplish | Avoid Qualification Methodology Uncover and validate: • Decision Makers: Types of buyers and buyer roles • Decision Criteria: Buying process with decision/exit criteria • Urgency: Compelling event (if exists) and/or critical business need * • Outcomes: The outcomes, achievements, and/or Metrics that Matter Most* to the Decision Makers • Economics: Initiative is funded, or budget/funding available • Options: Who are you competing with (including status quo and DIY)? * Included in Factor Analyses 27Mike Kunkle Adaptive Sales Methodology
- 28. Outcome Selling: TheSituation Assessment Framework Future State Factor Analysis Plans and Initiatives • Related past initiatives & outcomes • Current initiatives & status (Current State) • Future planned initiatives & status • Compelling event | Critical business need Analysis • Desired outcomes • Problems to avoid • Opportunities to maximize • Risks | Threats to initiative success Impacts (Positive) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • Other operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Validation • Improve | Accomplish | Avoid Current State Factor Analysis Overview • Strategic objectives • Tactical plans | Current initiatives • Business performance • Metrics that matter Analysis • Current successes • Current problems • Perceived opportunities • Risks | Threats of status quo Impacts (Negative) • Revenue | Costs | Cash Flow | Profit • Other financial metrics • Other operational metrics • Strategic objectives • Mission | Vision • Reputation | Image Needs Hypothesis • Improve | Accomplish | Avoid Qualification Methodology Uncover and validate: • Decision Makers: Types of buyers and buyer roles • Decision Criteria: Buying process with decision/exit criteria • Urgency: Compelling event (if exists) and/or critical business need * • Outcomes: The outcomes, achievements, and/or Metrics that Matter Most* to the Decision Makers • Economics: Initiative is funded, or budget/funding available • Options: Who are you competing with (including status quo and DIY)? * Included in Factor Analyses GAP ANALYSIS IMPACT ANALYSIS POINT A – What Is POINT B – What Should Be 28Mike Kunkle Adaptive Sales Methodology
- 29. Needs Needs-Based Selling ProblemsSolution Selling Objectives Objective-Based Selling Opportunities Insight Selling Outcome Selling Foundation The 4 Customer States The 4 Sales Approaches ConsultativeMindset SalesJudgment The Adaptive Selling Framework 29Mike Kunkle Adaptive Sales Methodology
- 30. What nuances should weconsider?
- 31. Nuances of AdaptiveSelling • Is there a buyer’s journey in progress? If so, where are you entering? - Generating an opportunity - Influencing current thinking - Reacting to an inbound inquiry • Be prepared to adapt your adaptive approach (shift gears and move between methods). • Let each decision-makers’ Buying Process Exit Criteria be a guide. 31Mike Kunkle Adaptive Sales Methodology
- 32. How do youeffectively implement an Adaptive Sales Methodology?
- 33. Sales Learning System •Ensure content matters • Design great learning • Engage managers • Sustain knowledge/transfer skills • Coach to mastery • Measure for success • Manage performance • Lead & manage change 33Mike Kunkle Adaptive Sales Methodology
- 34. Sales Learning System:Teaching Sales Judgment Sales Utility Belt Concept • Being present/listening • Interpretation • Decision-making • Purposeful competence http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/ 34Mike Kunkle Adaptive Sales Methodology
- 35. Sales Learning System:Teaching Sales Judgment Sales Utility Belt Meets Training • What • Why • How • When • Where Situation Choice Choice Choice Choice Choice ? ? ? ? ? 35Mike Kunkle Adaptive Sales Methodology
- 36. Sales Learning System:Teaching Sales Judgment Sales Utility Belt Meets Training • What • Why • How • When • Where Choice Best Choice Choice Choice Choice Don’t Skip! Conscious Competence 36Mike Kunkle Adaptive Sales Methodology Situation
- 37. The 5 Stagesof Sales Skill Mastery and Behavior Change Stage 1: Knowledge Acquisition Acquire the knowledge behind the skill with examples and assessments/tests to validate learning. eLearning, Classroom Instruction (FTF or Virtual), Assessments Stage 2: Knowledge Sustainment Sustain the knowledge; reverse the “forgetting curve.” Q&A, Check-Ins, Assessments, Learning Reinforcement Systems Stage 3: Skill Development Develop and practice skills. Convert knowledge into behavior. Flipped Classrooms, Role Playing, Live Simulations, Virtual Coaching Tools Stage 4: Skill Transfer Apply the newly- acquired and practiced skills in the workplace. Mentoring and Preparation to Use Skills, Forms/Job Aids/Performance Support Stage 5: Skill Mastery Guide and coach reps to skill mastery and performance outcomes, over time. Sales Analytics, Field Training and Coaching, Coaching Forms and Tools Learn something new. Don’t forget. Just because they learned something new, doesn’t mean they’ll retain it. Just because they know and remember, doesn’t mean they can do it. Just because they can do it, doesn’t mean they will. (Skill/Will Matrix) Just because they tried it, doesn’t mean they did it well or will continue to do it. STAGE WHAT HOW WHY 37Mike Kunkle Adaptive Sales Methodology
- 38. For more information: ContactMike: Upcoming SMM Connect Webinars: Archived SMM Connect Webinars: THANKS for your time and attention! www.linkedin.com/in/mikekunkle www.mikekunkle.com/connect http://www.smmconnect.com/ http://www.smmconnect.com/recordings