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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com

How Top Performers Win in a Customer-Driven World

Steve Andersen & Dave SteinJune 2016

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How much of your Customer’s time do they spend buying something from you?50%

1000 hours

25% 500 hours

10% 200 hours

5% 100 hours

2% 40 hours

1% 20 hours

Winning in a Customer-Driven World.

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Winning in a Customer-Driven WorldThe Situation

Buyers are more educated and have more choices than everPost-2008, procurement has become much more empoweredWinning on product is getting more and more difficultBy the time the RFP arrives, many buying decisions have already been made

The RealityMany salespeople engage too late with their customers, showing up primarily when they’re actively buying and leaving soon after

The ProblemIf you’re only engaging when your customer is buying, then you’re trying to capture mindshare and preference when competition is fierce and trust can be elusive

The OpportunityGo beyond the sales process (2%)…and engage effectively with your customers before, during and after the sale

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The Opportunity – Go Beyond…

Before the Sale1. Research the Organization2. Explore the Possibilities3. Vision the Success4. Elevate the Conversation

During the Sale5. Discover the Drivers6. Align the Teams7. Position the Fit8. Differentiate the Value

After the Sale9. Realize the Value

10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship

Beyond The Sales Process12 Proven Strategies for a Customer-Driven World

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Winning in a Customer-Driven World


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• Evidence-Based• Case-Studies

– World-Class Companies– Leadership, Management, Salespeople– Customers

• Industries Represented– Banking, Chemicals, CPG, Electronics, Energy

Management, Food, Healthcare, Higher Education, Hospitality, Insurance, Manufacturing, Pharmaceutical, Pulp/Paper, Technology, Workforce Solutions

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Driving Success…Before the SaleStrategy 1: Research the Organization Becoming a Student of Your Customer

• Their organization• News/developments• Culture• Industry• Drivers, objectives and

challenges• Their value proposition

• Their customers• Their partners• Their competitors• Their buying and

decision processes• Their people• Their history with you

Focus Areas for Visioning Customer Success

Research and Understand Your Customer

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Driving Success…Before the Sale

Customer’s Success Criteria

Customer’s External Drivers

Customer’s Internal Challenges

Customer’s Business Objectives

Customer’s Personal Challenges

Customer’s Personal Objectives

Business Personal

Strategy 2: Explore the Possibilities Giving Your Customer a Reason to Engage

Customer’s Personal Drivers

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Driving Success…Before the SaleStrategy 3: Vision the Success Visualizing Future Potential Value with Your Customer

Focus Areas for Visioning Customer Success

Accelerating Growth

Creating Value for Customer’s Customers

DrivingInnovation

Growing Loyal Customer Base

Gaining Competitive Advantage

ReducingCosts

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Driving Success…Before the SaleStrategy 4: Elevate the Conversation Defining and Pursuing Customer Value Targets

What Your Customer Needs to Do?

Why This Matters…to Your Customer and to You?

How You Will Help Them Do It?Customer

Value Target

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Winning in a Customer Driven World






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Driving Success…During the SaleStrategy 5: Discover the DriversUnderstanding What’s at Stake for Your

Customer• What matters most to your customer

– External Drivers, Business Objectives, Internal Challenges– Success Criteria

• Asking value-focused questions– Not through the lens of your product or service– The focus is on value to your customer

• Establishing credibility and building trust– What they care about vs. what’s most important to you

• Data Information Insight Actionable Awareness– What will you do with what you now know?

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Driving Success…During the SaleStrategy 5: Discover the DriversUnderstanding What’s at Stake for Your

Customer

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Driving Success…During the SaleStrategy 6: Align the Teams Developing Customer Sponsors and Supporters

• Relationships Matter– Just ask customers…we did!

• Dimensions of Alignment– Relationships, Solutions, Footprints, Cultures

– Business Objectives

• Primary goal of external alignment– Developing customer sponsors and supporters

• Sometimes the most difficult alignment is internal!

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Driving Success…During the SaleStrategy 6: Align the Teams Developing Customer Sponsors and Supporters

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Driving Success…During the SaleStrategy 7: Position the Fit Competing for Customer Mindshare• You’re either positioning…or being positioned

• Positioning starts with your customer, not with your product• Your effective discovery and alignment, as well as your engagement before the

sale, provide the foundation for positioning• Core components of positioning:

– Products– Resources– Expertise– Service– Customer/Industry Experience– Brand/Reputation

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Driving Success…During the SaleStrategy 7: Position the Fit Competing for Customer Mindshare Products

The configurations of your offerings that solve Customer problems Resources

The people, partners, technology, infrastructure that you provide to your Customers Expertise

The knowledge and skills that you apply and transfers to your Customers Services

Your value-added services that solve Customer problems and create value Customers

The experience that you have with organizations comparable to your CustomerBrand/Rep

Your reputation, corporate image and proven track record of success that provide assurance to your Customer

Products

Resources

Expertise

Services

Customers

Brand/Reputation

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Driving Success…During the SaleStrategy 8: Differentiate the Value Creating a Customer Preference (for You)• Impossible to do without first capturing mindshare

• Key areas for creating customer preference– The fit of your solution against your customer’s requirements– The uniqueness of your business value to your customer– A partnership with your organization

• Planning to Win is about helping your customer see greater value in what you have to offer

• Your value edge creates space: between you and your competitor– The difference between the value you propose and what your

competitor proposes– Without a value edge…there’s risk, commoditization, losses

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Driving Success…During the SaleStrategy 8: Differentiate the Value Creating a Customer Preference (for You)A Framework for Communicating Your Unique Value and

Developing Your Value EdgeCustomer’s

External DriversWhat external drivers and pressures are impacting your customer’s business?

Customer’s Business Objectives

What is your customer doing to address their external drivers and pressures?

Customer’s Internal Challenges

What could prevent your customer from meeting their business objectives?

Your Solutions

How will you work together with your customer to resolve their internal challenges?

Your Advantages

How are you different from your competition in resolving these internal challenges?

Your Successes

Which other customers have you helped resolve similar internal challenges?

Your Unique Value

How have you created/will you create value to help the Customer achieve their objectives and address their drivers?

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Driving Success…During the SaleStrategy 8: Differentiate the Value Creating a Customer Preference (for You)Testing Your Effectiveness

1. Are you better positioned with your customer’s approvers, decision makers, recommenders, and influencers than your competition?

2. Does your customer believe that you offer a stronger solution fit than your competitors?

3. Have you provided your customer with proof of your ability to create and co-create measurable business value?

4. Have you developed and validated your customer-specific value proposition with your customer?

5. Are your customer sponsors and supporters able to articulate your unique value within their organization?

6. Does your customer’s vision of meeting their objectives align with your value/unique value?

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Driving Success…During the Sale




Discovery Alignment Positioning Differentiation

Differentiation Positioning Alignment Discovery

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Driving Success…After the SaleStrategy 9: Realize the Value

Meeting/Exceeding Customer Expectations

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Driving Success…After the SaleStrategy 10: Validate the Impact Measuring Success with Your Customer

Defining the Impact Zones of Customer/Supplier Performance

Value Alignment

Relationships Growth

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Driving Success…After the SaleStrategy 11: Adapt the Approach Applying Lessons Learned w/Your CustomerPlanning to Grow with Your Customer

After the Sale

Plan Execute

Adapt Review

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Driving Success…After the SaleStrategy 12: Expand the Relationship Leveraging Your Past Proven Value

Plan Execute

Adapt Review

Ending with the Beginning in Mind: Seizing Momentum to Engage, Win and Grow Again!

How have you helped your Customer realize

value?

Who achieved success as a result of

this value?

Where could you help your Customer achieve

success again?

Why should your Customer re-engage

with you?

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How Top Performers Win in a Customer-Driven World

Steve Andersen &Dave SteinJune 2016