© 2013 autodesk are you having the conversations your customers want to have? tom edmonds sales...
TRANSCRIPT
© 2013 Autodesk
Are you having the conversations your customers want to have?Tom EdmondsSales Manager AEC Northern Europe
Amsterdam 2013
© 2013 Autodesk
“It is not the strongest of the species that survives, nor the most intelligent, but the ones most responsive to change”
-Charles Darwin
© 2013 Autodesk
Evolution of sales
© 2013 Autodesk
Evolution of sales professionals?
© 2013 Autodesk
49% of C Level Executives regularly use the internet to make buying decisions
57% of senior management in large corporations use the internet on a daily basis
85% of business respondents use search engines to research business issues
A recent study by Forbes Magazine
Good News, Bad News
“The Good”
“The Bad”
“The Ugly”
Contact turnover has stabilised
Customers are open to new
ideas
Customers’ time horizons have
extended
Price pressure is still significant
Customers increasingly rely
on third party consultants
Customer spending is still
down
Customers are pushing risk onto
suppliers
Customers are demanding increased
customisation
Consensus requirements continue to
expand
Changes in Customer Buying Behavior
1 2 3
6
4 5
7 8 9
It’s Not What You Sell, It’s How You Sell
Company and Brand
Impact
Product and
Service Delivery
Value-to-Price Ratio
Sales Experienc
en=5,000+
Perc
en
tag
e o
f C
on
trib
uti
on
to C
ust
om
er
Loyalt
y
Impact of Customer Loyalty Drivers
19%
19%
9%
53%
Insight
Key Differentiators in
the Sale
• Offers unique, valuable perspectives on the market
• Helps me navigate
alternatives
• Helps me avoid potential land mines
• Educates me on new issues and outcomes
© 2013 Autodesk
Attitudes Skills/Behaviour Activities KnowledgeSeeks issue resolution
Business Acumen Sales process adherence
Industry Knowledge
Willing to risk disapproval
Customer needs assessment
Evaluation of opportunities
Product Knowledge
Accessibility Communication PreparationGoal orientation Use of internal
resourcesLead Generation
Outcome focus Negotiation AdministrationCompany attachment
Relationship management
Curiosity Solution SellingDiscretionary effort
Teamwork
Sample of variables tested
Five Clear Seller ProfilesSales Rep Profiles
n=6,600
The Challenger Wins
Core and High Performer Distribution, by Seller
Higher Percentage of High Performers Relative to Core
Performers
Lower Percentage of High Performers Relative to Core
Performers
Percentage of Core Performers Percentage of High Performersn=20,000
A Differentiated Approach
Facing More Complex Sales
20%
69%
11%
54%
42%
4%
Perc
en
tag
e o
f To
tal H
igh
P
erf
orm
ers
Complexity of Sale
Low Complexity High Complexity
Distribution of High Performance by Sales Rep Profile, Simple vs. Complex Sales
Challenger
Relationship Builder
© 2013 Autodesk
If you don’t make a difference
The Challenger FingerprintDistinct Challenger Skills
Teach
Take Control
Tailor
Take Control of the Buying Process
Openly pursue goals in a direct, but not aggressive way and drive momentum for a purchase decision.
3
Tailor for Resonance
Link capabilities to each customer’s individual goals to overcome barriers to purchase.
2
Teach for Differentiation
Reframe the way customers view their business and their needs.
1
Centered on
Insight
© 2013 Autodesk
Who would you rather be?
© 2013 Autodesk
Lead to your unique
strengths
Challenge customers
assumptions
Catalyse Action
Scale across customers
Commercial Teaching
Business Drivers
Globalisation
Regulations
Competitors
Business Partners
Suppliers
CustomersOperational
Financial
External drivers
Internal drivers
Telling a story
Warmer
Reframe
Rational Drowning
Emotional Impact
New Way
Our solution
neut
ral
-ve
+ve
© 2013 Autodesk
Buyers behaviours are changing You must adapt and make a positive
impact It’s not too late to learn new skills and
behaviours Read and study “The Challenger Sale”
by Matthew Dixon and Brent Adamson
Summary
© 2013 Autodesk, Inc. All rights reserved.
Autodesk is a registered trademark of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document.