Sales Transformation: 5 Steps to Capture More Cloud Customers
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The document discusses challenges and opportunities in digital transformation and cloud adoption. It provides strategies for sales teams to transition from selling products to selling business outcomes and differentiation. Key recommendations include creating systems of engagement, focusing on outcomes over features, helping customers connect initiatives to goals, and building an adaptive culture open to change.
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Sales Transformation: 5 Steps to Capture More Cloud Customers
- 4. 4 Digital Transformation - Obstacles and Challenges* *Source: Saugatuck Technology, “Digital Business” Survey (Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)
- 5. Your job is this
- 6. “Change is difficult. Not changing is fatal”
- 8. “Fire your sales force”
- 9. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
- 10. Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible. The new Golden Rule in Sales is:
- 12. “Reasons lead to conclusions. Emotions lead to actions.” - Saatchi & Saatchi
- 14. Horizon 1 0 - 6 months Horizon 2 6 - 12 months Horizon 3 12 - 36 months Selling 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
- 15. Get it right
- 16. Get it wrong
- 17. The status quo is not a growth strategy
- 18. Disruptive Opportunity Matrix Extend White Space Defend ExtendCurrent New Current New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Products Customers
- 19. Business Transformation Operational Efficiency Customer Collaboration Creativity Co-creation Change Culture Delivery © SalesChannel Europe, 2014
- 23. #2: Catch the train
- 25. Think outside the box
- 26. Think outside the box
- 28. - Peter Drucker “The greatest danger in times of turbulence is not the turbulence - it is to act with yesterday’s logic”. The Challenge of Change
- 29. Prisoners of the past
- 31. Compete for the future, not just the present
- 32. You can’t teach an old dog new tricks
- 33. Old dog, new tricks VP of Growth VP of Sales
- 34. Rethink the sales funnel
- 35. Radically rethink the sales funnel
- 36. 36 Focus on Selling Above the Funnel • Prospection • Qualifying • Needs • Proposal • Negotiation • Close Demand Creation Demand Capture • Market identification • Requirements analysis • Demand creating • Lead Generation and Management • Engagement The Sales Toolkit Q1 Q2 Q3 Q4 Q1 Demand Generation Campaigns
- 37. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
- 39. “Customers are completing 57% of a buying cycle before ever coming into contact with a sales rep.” - A CEB study of more than 1,400 customers
- 40. Interruption Marketing: Targeting Audiences with messages through channels to drive transactions The OLD World Engagement Marketing: Engaging communities with shared purpose through experiences to sustain relationships The NEW World
- 41. Sales Transformation Old Sales Model New Sales Model
- 43. Creating Systems of Engagement
- 44. source: www.corporatevisions.com Marketing Today = Sales Tomorrow
- 45. source: www.corporatevisions.com 1 32 Marketing Today = Sales Tomorrow • Challenge them • Destabilise them • Challenge the status quo • Get them out of comfort zone • Take them to the negative future • Sell your insights • Provide evidence • Cost justify • Lead them through the process • Take them to the beach • Sell your insights • Sell your experience • Take them to the negative future • Create a sense of urgency • Monetise the cost of delay • Take them to the beach • Guide them to take action • Take the order
- 46. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
- 47. Game Changer Purchase before Adoption Adoption before Purchase AccessAssets
- 48. Educate
- 49. Inspire
- 50. Create a sense of urgency
- 51. 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
- 52. 52 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 labor costs
- 53. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
- 54. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg Cart before the horse
- 55. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
- 56. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
- 57. 3 levels of clarity
- 58. Basic Product/Service: • Technology • Price performance • Product quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers 1 2 Support Services 3 E2E Customer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: • Levels of support • Quality of service • Systems • Processes Your Cloud Services
- 59. Price vs Value Products Services Experience Customer
- 61. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
- 62. The problem is that customers don’t buy the way we sell
- 63. The Buying Decision Process
- 67. Cloud Adoption starts here
- 68. Evolution
- 69. Devolution
- 71. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4 Building a culture of growth5
- 73. Business Agility
- 76. Adaptive Mindset
- 77. 1. Create Systems of Engagement 2. Selling Business Outcomes 3. Differentiate or Die 4. Help customers to join the dots 5. Building a culture of growth Quick Review: Assets vs Access (to Assets) Differentiation: 3 Levels of Perceived Value Align all Sales & Marketing actions Demand Generation Campaigns Competing to remain relevant to tomorrow’s customers Predictive -> Adaptive mindset
- 78. Get it right
- 79. 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