SlideShare a Scribd company logo
How to Sell Solutions
According to AIIM, Harvard Business Review, Forbes, and Sirius Decisions research

Atle Skjekkeland
Chief Operating Officer
AIIM
askjekkeland@aiim.org
www.aiim.org
AIIM – The Global Community of Information Professionals
www.aiim.org/training

The Need for Education

Source: Sirius Decisions
www.aiim.org/training

Change The Way You Sell
“A recent Corporate Executive Board
study of more than 1,400 B2B
customers found that those
customers completed, on average,
nearly 60% of a typical purchasing
decision—researching solutions,
ranking options, setting requirements,
benchmarking pricing, and so on—
before even having a conversation
with a supplier”
Implications? You need to create
relationships with an organization
before the customer requirements
are set.
Source: http://hbr.org/2012/07/the-end-of-solution-sales/ar/1

3
www.aiim.org/training

Change Your Marketing (1)
 The Buyer’s Journey is what counts – Understanding buying roles
and stages critical
1. Educate - Change the game by engaging new customers at the
beginning of the buying cycle

2. Take Control - Nurture the leads with educational webinars,
whitepapers, etc.
3. Tailor - Document how your solution meets the customers
requirements with solution briefs, vendor comparisons, etc.

 The technology has changed – In-bound marketing, nurturing,
multi-touch.
 Exploding options for content delivery – Videos, podcasts, blogs,
Twitter.
 Thought leadership counts – It’s more than selling.
Source: Sirius Decisions
www.aiim.org/training

Change Your Marketing (2)
Old Approach

New Approach

Prospects get their information
from you

Prospects get most of their information before
they even talk to you

Focus groups

Analytics

One-to-many

One-to-one

Trade shows

Niched conferences

Presentations describe YOU

Presentations that educate THEM

Single use analyst white papers

Multi-use content assets

Product leadership

Thought leadership

Mass e-mail

Segmented and automated drip

Print or print-like delivery

Videos, podcasts, blogs, ebooks
www.aiim.org/training

Provide New & Unique Insights (1)
 Provocation-Based Selling:
 Compels project investments
outside an existing budget
 Challenges the prevailing point of
view
 Addresses unacknowledged angst
 Targets strategic problems
 Begins with the business case and
then provides technical proof
 Starts an executive-level dialogue
 Uses an insightful hypothesis to
provoke a response
 Is proactive in leading, and forcing
issues out
Source: http://hbr.org/2009/03/in-a-downturn-provoke-your-customers/ar/1

6
www.aiim.org/training

Provide New & Unique Insights (2)
What are the two
biggest factors that
would make you
amenable to a
discussion with a
sales
representative from
a non-incumbent
at any time in the
cycle? (Max TWO)

7
www.aiim.org/training

Tailor Your Approach
 Identifying the actual decision makers.
 Identify purchase initiator, gatekeepers,
influencers, deciders, purchaser and the
user.

 Determining how buyers view their selfinterest.
 All buyers act selfishly, but they sometimes
miscalculate.
 Identify financial, product or service, social
or political, and personal benefits
 Gathering and applying psychological
intelligence.
 Make sure that sales calls are highly
productive and informative
 Listen to the sales force
 Reward rigorous fact gathering, analysis,
and execution
Source: http://hbr.org/2006/07/major-sales-who-really-does-the-buying/ar/6
www.aiim.org/training

Leverage Social Media
 “According to a recent study by
InsideView, over 90% of CEO’s said
they NEVER respond to cold emails
or calls.”
 “Replacing the decline in cold
calling is the warmth of social
engagement. Buyers are far more
responsive to social media
messages around relevant topics
initiated by the sales person or the
buyer.”
 “Selling through social channels is
the closest thing to being a fly on
the wall in your customer’s,
prospect’s and competitor’s world.”
Source:
http://www.forbes.com/sites/markfidelman/2012/11/05/t
www.aiim.org/training

Become a Challenger
According to a global study of sales
rep productivity among 6,000 reps
across nearly 100 companies by the
Sales Executive Council:

1. Every sales professional falls into
one of five distinct profiles.
 Relationship Builders
 Hard Workers
 Lone Wolves

 Reactive Problem Solvers
 Challengers
2. Challengers dramatically
outperform the other profiles,
particularly Relationship Builders.
10

Source: http://blogs.hbr.org/cs/2011/09/selling_is_not_about_relatio.html
www.aiim.org/training

Drive B2B Customer Loyalty
Customers value the Challenger
approach according to
research; The biggest driver of
B2B customer loyalty is a
supplier’s ability to deliver new
insights.

Source: Corporate Executive Board
www.aiim.org/training

Reduce Uncertainty / Increase Value
In the most general and
fundamental sense, what the
professional service organization
really has to offer to corporate clients
is the reduction or minimization of
uncertainty.
Clients look at the following 3
uncertainties when buying
professional services:
1. Identifying uncertainty
2. Confronting concrete problems
3. Identifying true professionals
Source: http://hbr.org/1966/03/how-to-buysell-professional-services/ar/1

12
www.aiim.org/training

The New Role of Sales Professionals

Source: Sirius Decision
/ AIIM
www.aiim.org/training

Improve Sales Effectiveness
 Challenge

 Solution

 Identifying more opportunities for selling
solutions and services in different
verticals
 Get ahead of the RFP by engaging
customers early in the buying cycle
 Get sales reps and channel partners to
become more pro-active, not just wait
for leads
 Close more business by better
demonstrating the importance of taking
action
 Get new staff and channel partners
quickly up and running to produce
results

 89% of AIIM trained solution and
service providers claim the
training made their staff more
effective at identifying and
engaging prospects
 78% found AIIM training to be
very or extremely effective at
showing how their solution
matches the customer
requirements

 89% say that AIIM training
improved their staff ability to
demonstrate the importance of
taking action
www.aiim.org/training
AIIM Training Courses – available as online or in-person training classes

More Related Content

What's hot

Engagement that Can Double Cross-Selling Activity
Engagement that Can Double Cross-Selling ActivityEngagement that Can Double Cross-Selling Activity
Engagement that Can Double Cross-Selling Activity
TruebridgeFinancialMarketing
 
Chp12 E Business Design
Chp12 E Business DesignChp12 E Business Design
Chp12 E Business Design
Chuong Nguyen
 
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 PresentationIbm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentationbrzaaap
 
Digital Customer Experience Strategy, DocuSign [FutureStack16]
Digital Customer Experience Strategy, DocuSign [FutureStack16]Digital Customer Experience Strategy, DocuSign [FutureStack16]
Digital Customer Experience Strategy, DocuSign [FutureStack16]
New Relic
 
B2B Client Acquisition For Marketing Agencies and Software Companies
B2B Client Acquisition For Marketing Agencies and Software CompaniesB2B Client Acquisition For Marketing Agencies and Software Companies
B2B Client Acquisition For Marketing Agencies and Software Companies
Brian Ortiz
 
10 Ways to Leverage the Power of Marketing Automation
10 Ways to Leverage the Power of Marketing Automation10 Ways to Leverage the Power of Marketing Automation
10 Ways to Leverage the Power of Marketing Automation
edynamic
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
Emily Millard Murphy
 
Sales Growth - 5 proven strategies from the World's Sales Leaders
Sales Growth - 5 proven strategies from the World's Sales LeadersSales Growth - 5 proven strategies from the World's Sales Leaders
Sales Growth - 5 proven strategies from the World's Sales Leaders
McKinsey on Marketing & Sales
 
B2B Webinar: Creating Your Digital Roadmap. Why Now?
B2B Webinar: Creating Your Digital Roadmap. Why Now?B2B Webinar: Creating Your Digital Roadmap. Why Now?
B2B Webinar: Creating Your Digital Roadmap. Why Now?
CrossView
 
Sales transformation for the digital age - Sydney
Sales transformation for the digital age - SydneySales transformation for the digital age - Sydney
Sales transformation for the digital age - Sydney
Marty Nicholas
 
An artificial intelligence bot approach to smb b2 b without animation
An artificial intelligence bot  approach to smb b2 b   without animationAn artificial intelligence bot  approach to smb b2 b   without animation
An artificial intelligence bot approach to smb b2 b without animation
Rahul Razdan
 
Retail & Australia Post
Retail & Australia PostRetail & Australia Post
Retail & Australia Post
Vishal Sharma
 
Chp06 Crm
Chp06 CrmChp06 Crm
Chp06 Crm
Chuong Nguyen
 
CRM evolution, multi-channel integration and customer response management
CRM evolution, multi-channel integration and customer response managementCRM evolution, multi-channel integration and customer response management
CRM evolution, multi-channel integration and customer response management
rahuls30
 
B2B Marketing
B2B MarketingB2B Marketing
What impact does Customer Management have on Business Performance
What impact does Customer Management have on Business PerformanceWhat impact does Customer Management have on Business Performance
What impact does Customer Management have on Business Performance
Doug Leather
 
8 steps for excellent B2B CX (customer experience)
8 steps for excellent B2B CX (customer experience)8 steps for excellent B2B CX (customer experience)
8 steps for excellent B2B CX (customer experience)
B2B Marketing
 
How to make the most out of Lead Management and CRM
How to make the most out of Lead Management and CRMHow to make the most out of Lead Management and CRM
How to make the most out of Lead Management and CRM
Intergen
 
2020: How consumers will select and what retailers need to do
2020: How consumers will select and what retailers need to do2020: How consumers will select and what retailers need to do
2020: How consumers will select and what retailers need to do
Jerry J. Stam
 

What's hot (20)

Engagement that Can Double Cross-Selling Activity
Engagement that Can Double Cross-Selling ActivityEngagement that Can Double Cross-Selling Activity
Engagement that Can Double Cross-Selling Activity
 
Chp12 E Business Design
Chp12 E Business DesignChp12 E Business Design
Chp12 E Business Design
 
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 PresentationIbm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
 
Digital Customer Experience Strategy, DocuSign [FutureStack16]
Digital Customer Experience Strategy, DocuSign [FutureStack16]Digital Customer Experience Strategy, DocuSign [FutureStack16]
Digital Customer Experience Strategy, DocuSign [FutureStack16]
 
B2B Client Acquisition For Marketing Agencies and Software Companies
B2B Client Acquisition For Marketing Agencies and Software CompaniesB2B Client Acquisition For Marketing Agencies and Software Companies
B2B Client Acquisition For Marketing Agencies and Software Companies
 
10 Ways to Leverage the Power of Marketing Automation
10 Ways to Leverage the Power of Marketing Automation10 Ways to Leverage the Power of Marketing Automation
10 Ways to Leverage the Power of Marketing Automation
 
Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)Customer Success Needs to Grow (Up)
Customer Success Needs to Grow (Up)
 
Sales Growth - 5 proven strategies from the World's Sales Leaders
Sales Growth - 5 proven strategies from the World's Sales LeadersSales Growth - 5 proven strategies from the World's Sales Leaders
Sales Growth - 5 proven strategies from the World's Sales Leaders
 
B2B Webinar: Creating Your Digital Roadmap. Why Now?
B2B Webinar: Creating Your Digital Roadmap. Why Now?B2B Webinar: Creating Your Digital Roadmap. Why Now?
B2B Webinar: Creating Your Digital Roadmap. Why Now?
 
Sales transformation for the digital age - Sydney
Sales transformation for the digital age - SydneySales transformation for the digital age - Sydney
Sales transformation for the digital age - Sydney
 
An artificial intelligence bot approach to smb b2 b without animation
An artificial intelligence bot  approach to smb b2 b   without animationAn artificial intelligence bot  approach to smb b2 b   without animation
An artificial intelligence bot approach to smb b2 b without animation
 
Retail & Australia Post
Retail & Australia PostRetail & Australia Post
Retail & Australia Post
 
Chp06 Crm
Chp06 CrmChp06 Crm
Chp06 Crm
 
CRM evolution, multi-channel integration and customer response management
CRM evolution, multi-channel integration and customer response managementCRM evolution, multi-channel integration and customer response management
CRM evolution, multi-channel integration and customer response management
 
B2B Marketing
B2B MarketingB2B Marketing
B2B Marketing
 
What impact does Customer Management have on Business Performance
What impact does Customer Management have on Business PerformanceWhat impact does Customer Management have on Business Performance
What impact does Customer Management have on Business Performance
 
8 steps for excellent B2B CX (customer experience)
8 steps for excellent B2B CX (customer experience)8 steps for excellent B2B CX (customer experience)
8 steps for excellent B2B CX (customer experience)
 
Crm case studies
Crm case studiesCrm case studies
Crm case studies
 
How to make the most out of Lead Management and CRM
How to make the most out of Lead Management and CRMHow to make the most out of Lead Management and CRM
How to make the most out of Lead Management and CRM
 
2020: How consumers will select and what retailers need to do
2020: How consumers will select and what retailers need to do2020: How consumers will select and what retailers need to do
2020: How consumers will select and what retailers need to do
 

Similar to How to sell solutions

How to Sell ECM
How to Sell ECMHow to Sell ECM
How to Sell ECM
AIIM International
 
Top 10 Improved Learning Questions
Top 10 Improved Learning QuestionsTop 10 Improved Learning Questions
Top 10 Improved Learning QuestionsKsee Valderas
 
D1What are some reasons management opposes unionization Do you .docx
D1What are some reasons management opposes unionization Do you .docxD1What are some reasons management opposes unionization Do you .docx
D1What are some reasons management opposes unionization Do you .docx
randyburney60861
 
Cross-Selling & Up-Selling with Miller Heiman
Cross-Selling & Up-Selling with Miller HeimanCross-Selling & Up-Selling with Miller Heiman
Cross-Selling & Up-Selling with Miller Heiman
sarahlmilligan
 
Sales Playbook Template
Sales Playbook TemplateSales Playbook Template
Sales Playbook Template
Demand Metric
 
7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective SalespeopleJack_Tillman
 
Qualification v9 andy 0908 pdf
Qualification v9 andy 0908 pdfQualification v9 andy 0908 pdf
Qualification v9 andy 0908 pdf
Contrary Domino ®, Inc.
 
Tiebreaker selling
Tiebreaker sellingTiebreaker selling
Tiebreaker selling
Vlerick Business School
 
How to sell MCS - Managed Content Services
How to sell MCS - Managed Content ServicesHow to sell MCS - Managed Content Services
How to sell MCS - Managed Content Services
Atle Skjekkeland
 
Abdm4223 lecture week 4 250512 part 2
Abdm4223 lecture week 4 250512 part 2Abdm4223 lecture week 4 250512 part 2
Abdm4223 lecture week 4 250512 part 2
Stephen Ong
 
Summary - Lead Generation For The Complex Sale - Brian J. Carrol
Summary - Lead Generation For The Complex Sale - Brian J. CarrolSummary - Lead Generation For The Complex Sale - Brian J. Carrol
Summary - Lead Generation For The Complex Sale - Brian J. Carrol
John Kivit
 
Building A Value Propostion
Building A Value PropostionBuilding A Value Propostion
Building A Value Propostion
Peter Gilbert
 
Getting in early: shaping demand through pre-funnel engagement
Getting in early: shaping demand through pre-funnel engagementGetting in early: shaping demand through pre-funnel engagement
Getting in early: shaping demand through pre-funnel engagement
Andy Kellam
 
Secgettinginearlyshapingdemandthroughprefunnelengagementsummary
SecgettinginearlyshapingdemandthroughprefunnelengagementsummarySecgettinginearlyshapingdemandthroughprefunnelengagementsummary
SecgettinginearlyshapingdemandthroughprefunnelengagementsummaryJen Fiocca
 
Buyer Personas – The Key to Sales & Marketing Alignment
Buyer Personas – The Key to Sales & Marketing AlignmentBuyer Personas – The Key to Sales & Marketing Alignment
Buyer Personas – The Key to Sales & Marketing Alignment
SMEI - Sales & Marketing Executives International, Inc.
 
How to Optimize Lead Generation
How to Optimize Lead GenerationHow to Optimize Lead Generation
How to Optimize Lead Generation
Dun & Bradstreet
 
Seven Sales Force Development Trends
Seven Sales Force Development TrendsSeven Sales Force Development Trends
Seven Sales Force Development TrendsForum Corporation
 
Business Analytics and Decision Making
Business Analytics and Decision MakingBusiness Analytics and Decision Making
Business Analytics and Decision Making
Excel Strategies LLC
 

Similar to How to sell solutions (20)

How to Sell ECM
How to Sell ECMHow to Sell ECM
How to Sell ECM
 
Top 10 Improved Learning Questions
Top 10 Improved Learning QuestionsTop 10 Improved Learning Questions
Top 10 Improved Learning Questions
 
D1What are some reasons management opposes unionization Do you .docx
D1What are some reasons management opposes unionization Do you .docxD1What are some reasons management opposes unionization Do you .docx
D1What are some reasons management opposes unionization Do you .docx
 
Cross-Selling & Up-Selling with Miller Heiman
Cross-Selling & Up-Selling with Miller HeimanCross-Selling & Up-Selling with Miller Heiman
Cross-Selling & Up-Selling with Miller Heiman
 
Sales Playbook Template
Sales Playbook TemplateSales Playbook Template
Sales Playbook Template
 
Chapter 6
Chapter 6Chapter 6
Chapter 6
 
7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople
 
Qualification v9 andy 0908 pdf
Qualification v9 andy 0908 pdfQualification v9 andy 0908 pdf
Qualification v9 andy 0908 pdf
 
Tiebreaker selling
Tiebreaker sellingTiebreaker selling
Tiebreaker selling
 
How to sell MCS - Managed Content Services
How to sell MCS - Managed Content ServicesHow to sell MCS - Managed Content Services
How to sell MCS - Managed Content Services
 
Abdm4223 lecture week 4 250512 part 2
Abdm4223 lecture week 4 250512 part 2Abdm4223 lecture week 4 250512 part 2
Abdm4223 lecture week 4 250512 part 2
 
Summary - Lead Generation For The Complex Sale - Brian J. Carrol
Summary - Lead Generation For The Complex Sale - Brian J. CarrolSummary - Lead Generation For The Complex Sale - Brian J. Carrol
Summary - Lead Generation For The Complex Sale - Brian J. Carrol
 
Building A Value Propostion
Building A Value PropostionBuilding A Value Propostion
Building A Value Propostion
 
Getting in early: shaping demand through pre-funnel engagement
Getting in early: shaping demand through pre-funnel engagementGetting in early: shaping demand through pre-funnel engagement
Getting in early: shaping demand through pre-funnel engagement
 
Secgettinginearlyshapingdemandthroughprefunnelengagementsummary
SecgettinginearlyshapingdemandthroughprefunnelengagementsummarySecgettinginearlyshapingdemandthroughprefunnelengagementsummary
Secgettinginearlyshapingdemandthroughprefunnelengagementsummary
 
Buyer Personas – The Key to Sales & Marketing Alignment
Buyer Personas – The Key to Sales & Marketing AlignmentBuyer Personas – The Key to Sales & Marketing Alignment
Buyer Personas – The Key to Sales & Marketing Alignment
 
How to Optimize Lead Generation
How to Optimize Lead GenerationHow to Optimize Lead Generation
How to Optimize Lead Generation
 
Seven Sales Force Development Trends
Seven Sales Force Development TrendsSeven Sales Force Development Trends
Seven Sales Force Development Trends
 
SME Chapter 2
SME Chapter 2SME Chapter 2
SME Chapter 2
 
Business Analytics and Decision Making
Business Analytics and Decision MakingBusiness Analytics and Decision Making
Business Analytics and Decision Making
 

More from Atle Skjekkeland

The Death of the B2B Sales Rep 1.0
The Death of the B2B Sales Rep 1.0The Death of the B2B Sales Rep 1.0
The Death of the B2B Sales Rep 1.0
Atle Skjekkeland
 
What is Content Analytics
What is Content AnalyticsWhat is Content Analytics
What is Content Analytics
Atle Skjekkeland
 
State of the Capture Industry 2014
State of the Capture Industry 2014State of the Capture Industry 2014
State of the Capture Industry 2014
Atle Skjekkeland
 
How to improve an ECM system
How to improve an ECM systemHow to improve an ECM system
How to improve an ECM system
Atle Skjekkeland
 
What is Information Governance
What is Information GovernanceWhat is Information Governance
What is Information Governance
Atle Skjekkeland
 
How to Automate Records Management
How to Automate Records ManagementHow to Automate Records Management
How to Automate Records Management
Atle Skjekkeland
 
How to improve processes - what you need to know in 2 min
How to improve processes - what you need to know in 2 minHow to improve processes - what you need to know in 2 min
How to improve processes - what you need to know in 2 min
Atle Skjekkeland
 
Information Governance
Information GovernanceInformation Governance
Information Governance
Atle Skjekkeland
 
How to sell ECM consulting?
How to sell ECM consulting?How to sell ECM consulting?
How to sell ECM consulting?
Atle Skjekkeland
 
What does it take to be an ECM expert?
What does it take to be an ECM expert?What does it take to be an ECM expert?
What does it take to be an ECM expert?
Atle Skjekkeland
 
Riding the wave of socal media to grow your business
Riding the wave of socal media to grow your businessRiding the wave of socal media to grow your business
Riding the wave of socal media to grow your business
Atle Skjekkeland
 
Benefits and Risks of Social Technologies
Benefits and Risks of Social TechnologiesBenefits and Risks of Social Technologies
Benefits and Risks of Social Technologies
Atle Skjekkeland
 
How to set up an online community?
How to set up an online community?How to set up an online community?
How to set up an online community?
Atle Skjekkeland
 
New Information Certification
New Information CertificationNew Information Certification
New Information Certification
Atle Skjekkeland
 
How will social media and other new technologies impact our industry the next...
How will social media and other new technologies impact our industry the next...How will social media and other new technologies impact our industry the next...
How will social media and other new technologies impact our industry the next...
Atle Skjekkeland
 
How to implement share point
How to implement share pointHow to implement share point
How to implement share pointAtle Skjekkeland
 
The need for SharePoint best practices
The need for SharePoint best practicesThe need for SharePoint best practices
The need for SharePoint best practicesAtle Skjekkeland
 
How to implement Electronic Records Management?
How to implement Electronic Records Management?How to implement Electronic Records Management?
How to implement Electronic Records Management?
Atle Skjekkeland
 
What is Enterprise 2.0?
What is Enterprise 2.0?What is Enterprise 2.0?
What is Enterprise 2.0?
Atle Skjekkeland
 
What is Electronic Records Management?
What is Electronic Records Management?What is Electronic Records Management?
What is Electronic Records Management?
Atle Skjekkeland
 

More from Atle Skjekkeland (20)

The Death of the B2B Sales Rep 1.0
The Death of the B2B Sales Rep 1.0The Death of the B2B Sales Rep 1.0
The Death of the B2B Sales Rep 1.0
 
What is Content Analytics
What is Content AnalyticsWhat is Content Analytics
What is Content Analytics
 
State of the Capture Industry 2014
State of the Capture Industry 2014State of the Capture Industry 2014
State of the Capture Industry 2014
 
How to improve an ECM system
How to improve an ECM systemHow to improve an ECM system
How to improve an ECM system
 
What is Information Governance
What is Information GovernanceWhat is Information Governance
What is Information Governance
 
How to Automate Records Management
How to Automate Records ManagementHow to Automate Records Management
How to Automate Records Management
 
How to improve processes - what you need to know in 2 min
How to improve processes - what you need to know in 2 minHow to improve processes - what you need to know in 2 min
How to improve processes - what you need to know in 2 min
 
Information Governance
Information GovernanceInformation Governance
Information Governance
 
How to sell ECM consulting?
How to sell ECM consulting?How to sell ECM consulting?
How to sell ECM consulting?
 
What does it take to be an ECM expert?
What does it take to be an ECM expert?What does it take to be an ECM expert?
What does it take to be an ECM expert?
 
Riding the wave of socal media to grow your business
Riding the wave of socal media to grow your businessRiding the wave of socal media to grow your business
Riding the wave of socal media to grow your business
 
Benefits and Risks of Social Technologies
Benefits and Risks of Social TechnologiesBenefits and Risks of Social Technologies
Benefits and Risks of Social Technologies
 
How to set up an online community?
How to set up an online community?How to set up an online community?
How to set up an online community?
 
New Information Certification
New Information CertificationNew Information Certification
New Information Certification
 
How will social media and other new technologies impact our industry the next...
How will social media and other new technologies impact our industry the next...How will social media and other new technologies impact our industry the next...
How will social media and other new technologies impact our industry the next...
 
How to implement share point
How to implement share pointHow to implement share point
How to implement share point
 
The need for SharePoint best practices
The need for SharePoint best practicesThe need for SharePoint best practices
The need for SharePoint best practices
 
How to implement Electronic Records Management?
How to implement Electronic Records Management?How to implement Electronic Records Management?
How to implement Electronic Records Management?
 
What is Enterprise 2.0?
What is Enterprise 2.0?What is Enterprise 2.0?
What is Enterprise 2.0?
 
What is Electronic Records Management?
What is Electronic Records Management?What is Electronic Records Management?
What is Electronic Records Management?
 

Recently uploaded

Video Streaming: Then, Now, and in the Future
Video Streaming: Then, Now, and in the FutureVideo Streaming: Then, Now, and in the Future
Video Streaming: Then, Now, and in the Future
Alpen-Adria-Universität
 
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfObservability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf
Paige Cruz
 
PCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase TeamPCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase Team
ControlCase
 
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex Proofs
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex ProofszkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex Proofs
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex Proofs
Alex Pruden
 
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdfFIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance
 
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfSAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf
Peter Spielvogel
 
UiPath Community Day Dubai: AI at Work..
UiPath Community Day Dubai: AI at Work..UiPath Community Day Dubai: AI at Work..
UiPath Community Day Dubai: AI at Work..
UiPathCommunity
 
Leading Change strategies and insights for effective change management pdf 1.pdf
Leading Change strategies and insights for effective change management pdf 1.pdfLeading Change strategies and insights for effective change management pdf 1.pdf
Leading Change strategies and insights for effective change management pdf 1.pdf
OnBoard
 
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
James Anderson
 
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
SOFTTECHHUB
 
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
James Anderson
 
DevOps and Testing slides at DASA Connect
DevOps and Testing slides at DASA ConnectDevOps and Testing slides at DASA Connect
DevOps and Testing slides at DASA Connect
Kari Kakkonen
 
FIDO Alliance Osaka Seminar: Passkeys at Amazon.pdf
FIDO Alliance Osaka Seminar: Passkeys at Amazon.pdfFIDO Alliance Osaka Seminar: Passkeys at Amazon.pdf
FIDO Alliance Osaka Seminar: Passkeys at Amazon.pdf
FIDO Alliance
 
FIDO Alliance Osaka Seminar: Overview.pdf
FIDO Alliance Osaka Seminar: Overview.pdfFIDO Alliance Osaka Seminar: Overview.pdf
FIDO Alliance Osaka Seminar: Overview.pdf
FIDO Alliance
 
Removing Uninteresting Bytes in Software Fuzzing
Removing Uninteresting Bytes in Software FuzzingRemoving Uninteresting Bytes in Software Fuzzing
Removing Uninteresting Bytes in Software Fuzzing
Aftab Hussain
 
Accelerate your Kubernetes clusters with Varnish Caching
Accelerate your Kubernetes clusters with Varnish CachingAccelerate your Kubernetes clusters with Varnish Caching
Accelerate your Kubernetes clusters with Varnish Caching
Thijs Feryn
 
Epistemic Interaction - tuning interfaces to provide information for AI support
Epistemic Interaction - tuning interfaces to provide information for AI supportEpistemic Interaction - tuning interfaces to provide information for AI support
Epistemic Interaction - tuning interfaces to provide information for AI support
Alan Dix
 
Introduction to CHERI technology - Cybersecurity
Introduction to CHERI technology - CybersecurityIntroduction to CHERI technology - Cybersecurity
Introduction to CHERI technology - Cybersecurity
mikeeftimakis1
 
Elevating Tactical DDD Patterns Through Object Calisthenics
Elevating Tactical DDD Patterns Through Object CalisthenicsElevating Tactical DDD Patterns Through Object Calisthenics
Elevating Tactical DDD Patterns Through Object Calisthenics
Dorra BARTAGUIZ
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
Kari Kakkonen
 

Recently uploaded (20)

Video Streaming: Then, Now, and in the Future
Video Streaming: Then, Now, and in the FutureVideo Streaming: Then, Now, and in the Future
Video Streaming: Then, Now, and in the Future
 
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfObservability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdf
 
PCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase TeamPCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase Team
 
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex Proofs
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex ProofszkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex Proofs
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex Proofs
 
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdfFIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
FIDO Alliance Osaka Seminar: The WebAuthn API and Discoverable Credentials.pdf
 
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfSAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf
 
UiPath Community Day Dubai: AI at Work..
UiPath Community Day Dubai: AI at Work..UiPath Community Day Dubai: AI at Work..
UiPath Community Day Dubai: AI at Work..
 
Leading Change strategies and insights for effective change management pdf 1.pdf
Leading Change strategies and insights for effective change management pdf 1.pdfLeading Change strategies and insights for effective change management pdf 1.pdf
Leading Change strategies and insights for effective change management pdf 1.pdf
 
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
 
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
 
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
 
DevOps and Testing slides at DASA Connect
DevOps and Testing slides at DASA ConnectDevOps and Testing slides at DASA Connect
DevOps and Testing slides at DASA Connect
 
FIDO Alliance Osaka Seminar: Passkeys at Amazon.pdf
FIDO Alliance Osaka Seminar: Passkeys at Amazon.pdfFIDO Alliance Osaka Seminar: Passkeys at Amazon.pdf
FIDO Alliance Osaka Seminar: Passkeys at Amazon.pdf
 
FIDO Alliance Osaka Seminar: Overview.pdf
FIDO Alliance Osaka Seminar: Overview.pdfFIDO Alliance Osaka Seminar: Overview.pdf
FIDO Alliance Osaka Seminar: Overview.pdf
 
Removing Uninteresting Bytes in Software Fuzzing
Removing Uninteresting Bytes in Software FuzzingRemoving Uninteresting Bytes in Software Fuzzing
Removing Uninteresting Bytes in Software Fuzzing
 
Accelerate your Kubernetes clusters with Varnish Caching
Accelerate your Kubernetes clusters with Varnish CachingAccelerate your Kubernetes clusters with Varnish Caching
Accelerate your Kubernetes clusters with Varnish Caching
 
Epistemic Interaction - tuning interfaces to provide information for AI support
Epistemic Interaction - tuning interfaces to provide information for AI supportEpistemic Interaction - tuning interfaces to provide information for AI support
Epistemic Interaction - tuning interfaces to provide information for AI support
 
Introduction to CHERI technology - Cybersecurity
Introduction to CHERI technology - CybersecurityIntroduction to CHERI technology - Cybersecurity
Introduction to CHERI technology - Cybersecurity
 
Elevating Tactical DDD Patterns Through Object Calisthenics
Elevating Tactical DDD Patterns Through Object CalisthenicsElevating Tactical DDD Patterns Through Object Calisthenics
Elevating Tactical DDD Patterns Through Object Calisthenics
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
 

How to sell solutions

  • 1. How to Sell Solutions According to AIIM, Harvard Business Review, Forbes, and Sirius Decisions research Atle Skjekkeland Chief Operating Officer AIIM askjekkeland@aiim.org www.aiim.org AIIM – The Global Community of Information Professionals
  • 2. www.aiim.org/training The Need for Education Source: Sirius Decisions
  • 3. www.aiim.org/training Change The Way You Sell “A recent Corporate Executive Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on— before even having a conversation with a supplier” Implications? You need to create relationships with an organization before the customer requirements are set. Source: http://hbr.org/2012/07/the-end-of-solution-sales/ar/1 3
  • 4. www.aiim.org/training Change Your Marketing (1)  The Buyer’s Journey is what counts – Understanding buying roles and stages critical 1. Educate - Change the game by engaging new customers at the beginning of the buying cycle 2. Take Control - Nurture the leads with educational webinars, whitepapers, etc. 3. Tailor - Document how your solution meets the customers requirements with solution briefs, vendor comparisons, etc.  The technology has changed – In-bound marketing, nurturing, multi-touch.  Exploding options for content delivery – Videos, podcasts, blogs, Twitter.  Thought leadership counts – It’s more than selling. Source: Sirius Decisions
  • 5. www.aiim.org/training Change Your Marketing (2) Old Approach New Approach Prospects get their information from you Prospects get most of their information before they even talk to you Focus groups Analytics One-to-many One-to-one Trade shows Niched conferences Presentations describe YOU Presentations that educate THEM Single use analyst white papers Multi-use content assets Product leadership Thought leadership Mass e-mail Segmented and automated drip Print or print-like delivery Videos, podcasts, blogs, ebooks
  • 6. www.aiim.org/training Provide New & Unique Insights (1)  Provocation-Based Selling:  Compels project investments outside an existing budget  Challenges the prevailing point of view  Addresses unacknowledged angst  Targets strategic problems  Begins with the business case and then provides technical proof  Starts an executive-level dialogue  Uses an insightful hypothesis to provoke a response  Is proactive in leading, and forcing issues out Source: http://hbr.org/2009/03/in-a-downturn-provoke-your-customers/ar/1 6
  • 7. www.aiim.org/training Provide New & Unique Insights (2) What are the two biggest factors that would make you amenable to a discussion with a sales representative from a non-incumbent at any time in the cycle? (Max TWO) 7
  • 8. www.aiim.org/training Tailor Your Approach  Identifying the actual decision makers.  Identify purchase initiator, gatekeepers, influencers, deciders, purchaser and the user.  Determining how buyers view their selfinterest.  All buyers act selfishly, but they sometimes miscalculate.  Identify financial, product or service, social or political, and personal benefits  Gathering and applying psychological intelligence.  Make sure that sales calls are highly productive and informative  Listen to the sales force  Reward rigorous fact gathering, analysis, and execution Source: http://hbr.org/2006/07/major-sales-who-really-does-the-buying/ar/6
  • 9. www.aiim.org/training Leverage Social Media  “According to a recent study by InsideView, over 90% of CEO’s said they NEVER respond to cold emails or calls.”  “Replacing the decline in cold calling is the warmth of social engagement. Buyers are far more responsive to social media messages around relevant topics initiated by the sales person or the buyer.”  “Selling through social channels is the closest thing to being a fly on the wall in your customer’s, prospect’s and competitor’s world.” Source: http://www.forbes.com/sites/markfidelman/2012/11/05/t
  • 10. www.aiim.org/training Become a Challenger According to a global study of sales rep productivity among 6,000 reps across nearly 100 companies by the Sales Executive Council: 1. Every sales professional falls into one of five distinct profiles.  Relationship Builders  Hard Workers  Lone Wolves  Reactive Problem Solvers  Challengers 2. Challengers dramatically outperform the other profiles, particularly Relationship Builders. 10 Source: http://blogs.hbr.org/cs/2011/09/selling_is_not_about_relatio.html
  • 11. www.aiim.org/training Drive B2B Customer Loyalty Customers value the Challenger approach according to research; The biggest driver of B2B customer loyalty is a supplier’s ability to deliver new insights. Source: Corporate Executive Board
  • 12. www.aiim.org/training Reduce Uncertainty / Increase Value In the most general and fundamental sense, what the professional service organization really has to offer to corporate clients is the reduction or minimization of uncertainty. Clients look at the following 3 uncertainties when buying professional services: 1. Identifying uncertainty 2. Confronting concrete problems 3. Identifying true professionals Source: http://hbr.org/1966/03/how-to-buysell-professional-services/ar/1 12
  • 13. www.aiim.org/training The New Role of Sales Professionals Source: Sirius Decision / AIIM
  • 14. www.aiim.org/training Improve Sales Effectiveness  Challenge  Solution  Identifying more opportunities for selling solutions and services in different verticals  Get ahead of the RFP by engaging customers early in the buying cycle  Get sales reps and channel partners to become more pro-active, not just wait for leads  Close more business by better demonstrating the importance of taking action  Get new staff and channel partners quickly up and running to produce results  89% of AIIM trained solution and service providers claim the training made their staff more effective at identifying and engaging prospects  78% found AIIM training to be very or extremely effective at showing how their solution matches the customer requirements  89% say that AIIM training improved their staff ability to demonstrate the importance of taking action
  • 15. www.aiim.org/training AIIM Training Courses – available as online or in-person training classes