build your 2016 sales plan with scott sambucci
TRANSCRIPT
+ Build Your 2016 Sales Process
with Scott Sambucci
+Why are we here today?
+1. Grow revenue
+2. Build your sales model
+3. Scale your sales process.
+4. Identify risks…
… and gaps.
+5. Take action
+Rule #1: Share ideas
+Rule #2: Ask questions
+Rule #3: Be honest
+
What problem are you solving?
+ WHY IS THIS IMPORTANT?
+If you don’t know your customer’s problem…
+…you’re a hammer looking for a nail.
+… you’re talking past your customers, not with them.
+But… when you know your customer’s problem…
+… you become a trusted partner.
+…you’ll deal directly with executives & decision-makers.
+…your customers will be more open & honest.
+…they’ll tell you the real problem & the politics involved.
+This will help you…
+…win bigger deals
+…in less time
+ “5 whys” analysis
1.
2.
3.
4.
5.
+
ImproveCoordination
Increase X-Efficiency
Create New Information
Reduce Transaction Costs (Think: Friction)
Key problems worth solving
+A few more problems worth solving…
+Regulatory & Compliance
+Automation & Digitization
+Attracting & Retaining Talent
+Accelerating Innovation
+Voice of the Customer
+Reducing Volatility
+ THE TOOLS YOU NEED
+ Discover “What problem am I solving?” 5 whys analysis
1.
2.
3.
4.
5.
+Ask: “Why is that important to the customer?”
+RECAP: Tools you can use
+ WHY IS THIS IMPORTANT?
+If you’re not focused on who you’re selling to…
+…you can never be perceived as a market expert.
+… you can’t speak with authority to any one customer.
+…you’re a hammer looking for a nail.
+When you focus on an industry and segment…
+…you’ll know more about your customer’s problem than them.
+…you’ll diagnose your customers’ problems more effectively.
+… and then be able prescribe your solution.
+This will help you…
+…become a trusted partner.
+… work by referral.
+…generate inbound leads.
+… earn speaking opportunities. Authority. Voice. Expertise.
(Note: I may or may not be saying something profound…)
+ Buyer Types
+USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION
+User Buyer
+Economic Buyer
+Technical Buyer
+Product Champion
+USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION
+ THE TOOLS YOU NEED
+
Why is this important?
+Companies buy answers, not products.
+Executives think: “What can this do for me? How can I put it to work for my business?”
+
“What job is your customers hiring you to do?”
-Clayton Christensen
+
Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here: http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf
Implied vs Explicit Needs
+How big is the problem?
+ “…when you can measure what you are speaking about, and express it in numbers, you know something about it.”
+4 Reasons why [people at] enterprises buy
+ Revenue
+ Efficiency
- Cost
- Risk
+The Problem…
+Confused people don’t buy.
+You’re a risk to your customer.
+You’re a problem waiting to happen.
+They can’t trust you.
+The Opportunity…
+Small now. Grow later.
+ You have a chance to be different.
+Key Principles
+Think “AND” not “OR.”
+“Send me a proposal…”
+“Send me a proposal…”
+ Build a work plan.
+Give your customers a view of the future.
+ “What happens next?”
The first minute?The first hour?The first day day?The first week?The first month?The first quarter?The first year?
+Milestones
+Putting it all together…
+Identify risks…
… and gaps
+1. Share with your team
+2. Watch for the recording
+3. Book your 1-hour session
