The document discusses strategies for adapting sales processes to changing customer and market dynamics. It recommends 1) creating systems of engagement to interact with customers throughout their journey, 2) selling business outcomes rather than just products, 3) differentiating at multiple levels to stand out from competitors, 4) helping customers see value and connect solutions to their needs, and 5) building an adaptive, growth-oriented culture. The overall message is that companies must evolve their approaches to remain relevant as customer expectations and technologies change.

2. Industry Cloud Adoption

3. Customer Cloud Adoption

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”

7. New Sales Toolkit

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:

11. Capture their imaginations

12. “Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi

13. 13
Decision
Drivers

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. Strategic choices

20. Delusional
Thinking

21. #1: Irrational complacency

22. #2: Catch the train

23. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

24. Think outside the box

25. Think outside the box

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

27. - 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

28. Prisoners of the past

29. Overcoming change

30. Destination Thinking

31. Compete for the
future, not just
the present

32. “Today’s customers are online
explorers, seeking out online ratings,
peer reviews, videos and in-depth
product details as they move through
the buying decision process.”

33. Move to tomorrow’s battleground

34. Ride the next wave

35. You can’t teach an old dog new tricks

36. Old dog, new tricks
VP of Growth
VP of Sales

37. Rethink the sales funnel

38. Radically rethink the sales funnel

39. 39
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

40. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

41. “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
57%

42. 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

43. Sales Transformation
Old Sales Model New Sales Model

44. Systems of Engagement

45. source: www.corporatevisions.com
Marketing Today = Sales Tomorrow

46. 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

47. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

48. Product
Place
Price
Promotion
4P's
Solution
Access
Value
Education
SAVE

49. Educate

50. Inspire

51. Create a sense of urgency

52. Game Changer
Purchase
before Adoption
Adoption
before Purchase
AccessAssets

53. 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

54. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

55. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse

56. Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458

57. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947

58. 3 levels of clarity

59. 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

60. Price vs Value
Products Services
Experience
Customer

61. Competitive separation

62. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

63. The problem is that
customers don’t buy
the way we sell

64. The Buying Decision Process

66. Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle

67. The Adoption Cycle

68. Cloud Adoption starts here

69. Evolution

70. Devolution

71. Customer Adoption

72. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

73. Anticipate change

74. Business Agility

75. Adapting to change

76. Predictive Mindset

77. Adaptive Mindset

78. 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:
4Ps -> S A V E, Assets vs Access
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

79. Get it right

80. 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