How to Sell Software to Businesses - Part VI: Demonstrations

1. How to Sell Software to Businesses

2. Strategy
Reaching Out
Gathering Information
Sales Process
Generating Leads
Meetings and Presentations
Closing Deals
How to Sell Software
to Businesses

3. How to deliver an awesome presentation/demonstration

4. INITIAL CONTACT
CONVERSATION
EXPLANATION
PURCHASE

5. Traditional Approach
(Product Selling)
Our Approach
(Consultative Selling)
PRODUCT
FUNCTIONALITY
COMPANY
PRICING / PACKAGES
BENEFITS
PAIN POINTS
QUESTIONS
COMPANY
PRODUCT
CUSTOMER EXAMPLE
GET CUSTOMER
NEXT SALES PROESS STEP

6. INITIAL CONTACT
CONVERSATION
EXPLANATION
PURCHASE
Our standard process is to ask
some questions before our
presentation (or
demonstration). That way we
can customize what we talk
about to your needs.
We can schedule a short call
for that or we can go through
those now if you are free.
SELLING THE
CONVERSTION

7. INITIAL CONTACT
CONVERSATION
EXPLANATION
Instant
Meeting

8. INITIAL CONTACT
CONVERSATION
EXPLANATION
Instant
Explanation

9. I
C
E
FORMAT
• Appointment
• Online meeting
• Meet for coffee, drink,
food
• Extended cold call
• Meet at event
STRUCTURE
• 10 to 60 minutes
• 50% on prospect
• 50% on you
GOALS
• Qualify
• Gather prospect info
• Build interest
• Close for Explanation
QUESTIONS
• Pain
• Current state
• Desired state
• Organization
• Qualifying
CONVERSATION

10. I
C
E
FORMAT
• Appointment
• Online meeting
• Meet for coffee, drink,
food
• Extended cold call
• Meet at event
STRUCTURE
• 10 to 60 minutes
• 50% on prospect
• 50% on you
GOALS
• Qualify
• Gather prospect info
• Build interest
• Close for Explanation
QUESTIONS
• Pain
• Current state
• Desired state
• Organization
• Qualifying
CONVERSATION

11. I
C
E
FORMAT
• Appointment
• Online meeting
• Meet for coffee, drink,
food
• Extended cold call
• Meet at event
STRUCTURE
• 10 to 60 minutes
• 50% on prospect
• 50% on you
GOALS
• Qualify
• Gather prospect info
• Build interest
• Close for Explanation
QUESTIONS
• Pain
• Current state
• Desired state
• Organization
• Qualifying
CONVERSATION

12. VALUE
POINTS
PAIN POINTS
CURRENT
STATE
PRODUCT
PAIN
QUESTIONS
DISCOVERY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
First Appointment Script

13. • How is your day going so far?
• Where are you based? (if virtual appointment)
• [Ask a question regarding the weather, sports, recent current event, etc.]
• How long have you been working here?
• What did you do before this?
• Where are you from?
• What do you like most about what you do?
• I know why I wanted to meet with you. Is there anything that motivated you to want
to meet with me?
• [Share agenda for meeting] Does that match up with your expectations for this
meeting?
• Is there anything in particular that you are hoping to get out of this meeting?
• Do you have a hard stop for this meeting?
VALUE
POINTS
PAIN POINTS
CURRENT
STATE
PRODUCT
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE

14. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
Great. The reason for my call is that we help small businesses to:
• Increase the revenue generated through their website
• improve website conversion rates
• Increase website traffic
But I am not sure if we can help you in the same way.
• Are you currently using inventory management software?
• What are you all using for inventory management?
• What is your process for managing inventory?
• Are you using tools to manage inventory?
• How many people do you have working on inventory management?
• How many warehouses do you have?
• What is your inventory turnover rate?
• When was the last time you looked at improving your inventory
management process?

15. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
Technical Pain Questions
• How do you feel about the time spent ordering?
• How concerned are you about order errors?
• How important is it to view orders and inventory?
Business Pain Questions
• How concerned are you about the time it takes placing orders?
• How much is ordering errors impacting profitability?
• How do you feel about your ability to make good decisions around your
inventory?
Personal Pain Questions
• How do you feel about your work/life balance?
• How important is it to maximize your bonus?
• How much of a priority is it to drive more career growth?

16. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
A lot of manufacturers that we work with are having issues with:
Technical Pain
• Submitting orders is time-consuming
• It is easy to make errors when ordering
• Difficult to view orders and inventory
Business Pain
• There is a lot of labor spent on placing orders
• Ordering errors are costly and impact profitability
• Difficult to make good decisions without visibility across orders and inventory
Personal Pain
• Working too much
• Not making as much money as would like
• Would like more career advancement
Are you concerned about any of those?

17. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
We might be able to help you all because we provide inventory management software
and it includes:
• Auto inventory replenishment
• Predictive Demand Forecasting
• Management Dashboard
This can help to:
• Decrease time spent ordering
• Increase ordering accuracy
• Improve visibility to real-time information
• Decrease staffing and labor costs
• Decrease inventory costs
• Improve decision-making
We differ from other options in that:
• Able to be set up without professional services
• Easy to use
• Lower management and maintenance costs

18. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
We might be able to help you all because we provide inventory management software
and it includes:
• Auto inventory replenishment
• Predictive Demand Forecasting
• Management Dashboard
We differ from other options in that:
• Able to be set up without professional services
• Easy to use
• Lower management and maintenance costs

19. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
• We worked with an electronics manufacturer and they had issues with running out of
inventory.
• We helped to solve that with our predictive demand forecasting.
• This helped to them to increase ordering accuracy.
• This ultimately helped them to decrease inventory costs.
Key: Customer | Pain Point | Product sold | Value Point

20. PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE

21. INITIAL CONTACT
CONVERSATION
EXPLANATION
PURCHASE
APPOINTMENT
DISCOVERY
INITIAL CONTACT
EXPLANATION
PURCHASE
APPOINTMENT
DISCOVERY
INITIAL CONTACT
EXPLANATION
PURCHASE

22. Can I schedule a sales discovery
meeting with you where I can ask
you more questions?
In order to prepare our demonstration, I need to ask
some questions. That will be about a [expected amount
of time] discussion.
If you are available now, we can get that out of the way.
Or we can schedule a brief discovery call on another
day.
Which works best for you?
How to Sell the Sales Discovery

23. Need vs. Want
• What motivated you to look at us (brought you to us)?
• Do you mind if I ask why you took time out of your schedule to meet with us?
• What improvements could you see if you make this purchase?
• What will happen if you do not purchase something?
• Is there a date when this purchase needs to be made?
• What happens if the purchase is not made by that date?
• What is the time frame that the project needs to work along?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE

24. Funding Availability
• What is the range that you need your budget to stay within?
• Is there a budget approved for this project?
• Have the funds been allocated to this purchase?
• What budget (department) will this purchase be made under?
• Are there other purchases that this funding may end up being used for?
• How does the project fit with other initiatives from a priority standpoint?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE

25. Decision Authority
• What is the decision-making process?
• What parties will be involved in making the decision?
• What are the key factors that a decision will be based on?
• What functional areas (departments) will be impacted by the purchase?
• Is there a committee that this type of purchase has to go through?
• Who is the ultimate decision maker?
• Who is the person that will need to sign the agreement/contract?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE

26. Level of Competition
• What other options are you considering?
• How far along are you in discussions with them?
• How do you feel about your other options?
• What do you like about them? What do you not like about them?
• How do they compare with what we have to offer?
• Is there a reason why you would choose us over them?
• If you had to make a decision today, which way would you lean?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE

27. Trial Closing
• What do you think about what you have seen so far?
• How do you think this fits with what you are needing?
• How would that feature help you?
• Is this something you could see your organization using?
• Are we heading in the right direction?
• Is this what you were expecting to see?
Soft Closing
• What would you like to do next?
• What direction do you want to go from here?
• Do you want to continue talking about this?
• When would you like to talk again?
• What does the path forward look like?
Hard Closing
• Are you ready to move forward to the next step in the process?
• What would you need to be able to make a commitment to move forward?
• If you had everything that you are asking for, are you prepared to move forward?
• When are you going to make your final decision?
• (If delaying the decision for a period of time) OK, but do you mind if I ask if there will be
a change or something different at that time that will make that a better time to look at
moving forward?
• Is there anything that is preventing you from being able to move forward with this
purchase?
PAIN
QUESTIONS
QUALIFY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE

28. I
C
E
FORMAT
• Presentation
• Demonstration
• Proposal
• Quotation
• List of options
STRUCTURE
• 30 minutes to 2 hours
• 20% on prospect
• 80% on you
GOALS
• Qualify
• Build interest in
product
• Close for purchase
QUESTIONS
• Pain
• Current state
• Desired state
• Organization
• Qualifying
• Closing
EXPLANATION

29. • How is your day going so far?
• [Ask a question regarding the weather, sports, recent current event, etc.]
• [Share agenda for meeting] Does that match up with your expectations for this meeting?
• Is there anything in particular that you are hoping to get out of this meeting?
• Do you have a hard stop for this meeting?
VALUE
POINTS
PAIN POINTS
CUSTOMER
EXAMPLE
PRODUCT
OPEN
Meeting Warm-Up Questions

30. Summary of Our Findings
From our previous discussions and research, we found that:
• Submitting orders is time-consuming
• It is easy to make errors when ordering
• Difficult to view orders and inventory
• There is a lot of labor spent on placing orders
• Ordering errors are costly and impact profitability
• Difficult to make good decisions without visibility across orders and inventory
Are you those challenges correct?
Is there anything you would like to add to that list?
VALUE
POINTS
PAIN POINTS
CUSTOMER
EXAMPLE
PRODUCT
OPEN

31. How We Can Help
We help manufacturers to:
• Decrease time spent ordering
• Increase ordering accuracy
• Improve visibility to real-time information
• Decrease staffing and labor costs
• Decrease inventory costs
• Improve decision-making
VALUE
POINTS
PAIN POINTS
CUSTOMER
EXAMPLE
PRODUCT
OPEN

32. How We Do That
We provide inventory management software and it includes:
• Auto inventory replenishment
• Predictive Demand Forecasting
• Management Dashboard
We differ from other options in that:
• Able to be set up without professional services
• Easy to use
• Lower management and maintenance costs
VALUE
POINTS
PAIN POINTS
CUSTOMER
EXAMPLE
PRODUCT
OPEN

33. How We Helped Someone Similar to You
• We worked with an electronics manufacturer and they had issues with running out of
inventory.
• We helped to solve that with our predictive demand forecasting.
• This helped to them to increase ordering accuracy.
• This ultimately helped them to decrease inventory costs.
Key: Customer | Pain Point | Product sold | Value Point
VALUE
POINTS
PAIN POINTS
CUSTOMER
EXAMPLE
PRODUCT
OPEN

34. Strategy
Reaching Out
Gathering Information
Sales Process
Generating Leads
Meetings and Presentations
Closing Deals
How to Sell Software
to Businesses

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