Science of Sales

Presentation by Roelof Hengst, Director Europe, Winning by Design at SaaStock on Tour Helsinki, May 2018

Software

Science of Sales
SaaStock Helsinki – May 23, 2018
Roelof Hengst – Winning By Design

Agenda
Chapter 1. Science of Sales
Chapter 2. MomentsThat Matter
Chapter 3. Impact

Software
Usage
SaaS
Monthly
No cure.
No pay
Paid
Upfront
Hardware
SaaS Causes a New Proposition
SaaS-O-Meter
Results
SaaS
1 year
$
IV
Value Impact

No cure.
No pay
Paid
Upfront
$
SaaS Causes the Buyer/Seller Risk to Flip
IV
Value Impact

SellerBuyer
Get fired
Who cares
Important
SellerBuyer
Win
rate
1:51:3
No cure.
No pay
Paid
Upfront
IV
$
SaaS Causes the Buyer/Seller Risk to Flip
Value Impact

Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup
V I
$
Traditional B2B from Value to Payment to Impact

Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup
V $
ARGH! I
have a
problem
AHA!
There are
solutions
WOW! One
of the best
solution
WORKS!
As
promised
I
Solution
Solution Sales

Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup
IV I
Consultative
AHA!
There are
solutions
WOW! One
of the best
solution
ARGH! I
have a
problem
$
WORKS!
As promised
Consultative Sales

Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup
IV I
Provocative
$
Provocative Sales
AHA!
There are
solutions
WOW! One
of the best
solution
ARGH! I
have a
problem
WORKS!
As promised

Awareness Education Selection
COMMITSQLMQLPEOSPECT LIVE
Setup Use
MRR LTV
Grow
V I
Provocative The SaaS Selling Method
$
YES!!!!
Impact
achieved
OMG!Why
did I not
know this
SaaS has caused a new selling/GTM methodology
AHA!
There are
solutions
WOW! One
of the best
solution
ARGH! I
have a
problem
WORKS!
As promised

Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup Use
MRR LTV
Grow
V I
$
30/90 days9/18 months
The SaaS Selling Method
SaaS Has Shifted Sales Cycles
YES!!!!
Impact
achieved
OMG!Why
did I not
know this
AHA!
There are
solutions
WOW! One
of the best
solution
ARGH! I
have a
problem
WORKS!
As promised

Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup Use
MRR LTV
Grow
V I
$
Diagnos
e NOT
Pitch
3
Grow
NOT
Upsell
71
Pain
NOT
Fit
Trade
NOT
Negotiate
4
Conversation
NOT
Qualification
2
Results
NOT
Usage
6
Orchestrat
e NOT
Onboard
5
There are a Few Moments That Matter

TIME
ENGAGEMENT
Summarize to
ensure you got
it right!
IMPACT
CRITICAL
EVENT
DECISION
PROCESS
SITUATIONAL
questions
PAIN
questions
+2 min +5 min -5 min End
OPEN
PREPARE
ACE
AGENDA
WAGON CLOSE
STORY
EMPATHIZE
SUMMARIZE
S
S
I
CE D
P
t=0
Example: HowTo Perform a Best In Class Diagnose

Shorten the sales cycle
i viviii
ii
DEMODIAGNOSE
viConnect
the
wagons
ACE WAGON
Example: HowTo Perform a Best In Class Diagnose

Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup Use
MRR LTV
Grow
V I
$
Additive Thinking. How Much/Many?

4 6+11%
-11%
3 7+20%
-20%
1 2 5
+8%
-8%
Best-in-class
Averag
e
Amateur
s
AdditiveThinking. How Much/Many?

Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup Use
MRR LTV
Grow
V I
$
Cumulative Thinking. How Well?
1 2 7653
4

ExpertsProfessionalsAmateurs
+66%
-44%
2x1 2
3
4
5
6
7
1 2
3
4
5
6
7
CumulativeThinking. How Well?

1. Approach Sales as a Science
2. Excel during Moments that Matter
3. Trust the Process
Takeaways

Learn more
eBook winningbydesign.com/europe
SiliconValley’s
SaaS Sales Method
Academy

Focus on giving your customer
a great experience during the
key moments and the results
will follow.
Before I go..

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