october webinar how to win more sales by overcoming buyer percieved risks
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How To Win More Sales By Overcoming Buyer Perceived Risks
Tim Foster, AVP Sales -The TAS Group
© The TAS Group 2015
Before We Begin1 You will receive a link to the recording of today’s webinar.
Watch for it in email.
2 The recording will be available on our website thetasgroup.com, in the Resources section.
3 Enter your questions in the Questions Box or tweet to @thetasgroup.
4 Join the conversation on Twitter: #SalesRisks
© The TAS Group 2015
Tim FosterAVP Sales EMEA
How To Win More Sales By Overcoming Buyer Perceived Risks
Tim Foster, AVP Sales -The TAS Group
© The TAS Group 2015
Agenda1. Where to Start ?
2. Gathering Facts
3. Customer Risk Factors
4. Trust
5. Elements of the Business Case
6. Summary
© The TAS Group 2015
Poll Question
What is the most important influence on buyer decision making?
A: Emotion
B: Knowledge
C: Risk
D: Something Else
© The TAS Group 2015
Which Comes First? Knowledge or Emotion
© The TAS Group 2015
Start with the Problem
• Evidence • Goals, Pressures, Initiatives, Obstacles
• Personal Goals as well as Corporate Goals• Balance Selling Process vs Buying process• Widen Your Scope
5.7 buyers involved in major buying decisions according to Linked in
© The TAS Group 2015
What Stops a Purchase?
anxiety and stress
© The TAS Group 2015
Risk ContextsRisk Factors
© The TAS Group 2015
Walking in Your Customer’s ShoesBalancing Risk vs. Return
© The TAS Group 2015
Why Personal Value Matters
© The TAS Group 2015
Trust Equation
Credibility
Self Orientation= Trustworthiness
+ Reliability+ Intimacy
© The TAS Group 2015
Builders & Killers of TrustBuilders Killers
Credibility • Accuracy and Expertise• Completeness• Expression – Eye Contact,
Energy
• Overstate Your Knowledge• Exaggerate
Reliability • Connection between Promise & Action
• Actions done the Way the Customer Wants
• Missed Commitments or Deadlines
• Inconsistency in your Dealings
Intimacy • Courage & Candor• Make the First Move• Emotional Closeness
• Artificiality• Independence• Not Taking Risks
Self-Orientation
• Listening vs. Talking• Focus Centered on the
Customer• In the Here & Now
• In it Only for the Money• Win at all Costs• Need to be Right
© The TAS Group 2015
Elements of a Business Case
© The TAS Group 2015
Focus
Orientation
Repertoire
Finance
Relationships
Pick the Right Level
Event
Product/Service
Technology
Price
Operations
Process
Business
System
Cost
Management
Outcome
Political
Solution
Value
Executive
Level 1 Level 2 Level 3Tactical Strategic Competitive
© The TAS Group 2015
4 Key Attributes of InfluenceInfluence Inner Circle Political Structure
Business Value Define goals, objectives and strategies Execute objectives and strategies “Make it Happen”
Initiate / sponsor new projects Implement new projects
Controls Outcomes
Track Record Recognize as consistently successful in the past Recent successful performance
Sought out by others for advice Receive new highly visible projects to manage
Partisans & Allies Center of the informal communications network End of informal communication network
Surround themselves with people they trust Collect and provide information to Inner Circle
Able to reach down into the organization for advice
Philosophy & Policy
Define the organization’s cultures, values and policies
Understand and assimilate into the organizations culture
Able to change or circumvent established policies and procedures
View policies and procedures more like rules
© The TAS Group 2015
Most Influential Types of Content
© The TAS Group 2015
The Need for Consistent Messaging• Buyers control the buying process through Multiple Channels
• Wrong message, Wrong Time, Wrong Person
• Emphasize your Strength and UBV
• Single Message
© The TAS Group 2015
Roadmap to Success
Problem
Risk
EvidenceTrust
© The TAS Group 2015
Our Next Webinar
How To Use The ‘Right’ Data & Insights To Supercharge Sales Performance
Thursday, November 12th at 11am EST / 8am PST / 4pm GMT
Thank YouAny Questions?
How To Win More Sales By Overcoming Buyer Perceived Risks
Tim Foster, AVP Sales -The TAS Group
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