anthony iannarino - value creation: how to win more deals, increase wallet share, and improve...

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#SalesSummit | @iannarino

Capturing Value

How to Win More Deals, Increase Wallet Share, and Improve Margins by Leading

Value

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Margin Pressure

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The Way Forward

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L1: Product L2: Experience

L3: Business Outcomes

L4: Strategic Partner

• Good Product or Service

• Undifferentiated• Doesn’t generate

loyalty• Commoditized

• Outstanding service and support

• Not enough for B2B • Isn’t proactive in solving

business problems

• All prior attributes• Solves business

problems• Tangible results

• Prone to loss through dissatisfaction

• Commoditized

• All prior attributes• Strategic outcomes• Envision and create

the future• Integrated• Proactive

• Difficult to create and maintain

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Level 4 Value Creation™

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Create a Culture of Value

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Culture Rules • Hungry, not desperate• Value before price• Enforce your business strategy

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Train Value Creators

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Training Rules• Train:

– Business acumen, situational knowledge, value creation– Provide experiences and time to develop

• Coach:– Identification of needs, call prep, and opportunity prep

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Enforce a Value Creating Process

Building or Capturing

Dissatisfaction

Helping Discover or Collaborate

around Needs

Building Consensus

Around Needs

Prospect Purchasing Evaluates Options

Resolution of Concerns

Eliminating an Evaluation of

Options

Prospect is Dissatisfied

Prospect Determines Their Needs

Prospect Purchasing Resolves Concerns

2. Opportunity for Value Creation and Capture

1. No Opportunity for Value Creation

Prospect Purchasing

Enters

Sales Organization

Enters Process

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Transactional

Playing Too Low Avoiding Difficult Conversations

Not Pricing Based on Value

Not Taking Initiative

Using Wrong Medium

Skipping Stages in Sales Process

Putting Pricing First (Emailing)

#SalesSummit | @iannarino © 2013. S. Anthony Iannarino. All Rights Reserved.

Email: anthony@b2bsalescoach.comWeb: www.thesalesblog.com