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Fortune Sales & Marketing Summit

Presentation Highlights

May 6, 2010

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In a Nutshell

Focus on the customer

Focus on outcomes (you and them)

Build value early Measure

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Mastering the Complex Sale

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Top Ten Challenges

1. Rapid commoditization of complex solutions

2. Severe pricing pressures / loss of margins

3. Drawn out sales cycle

4. Strong competitive moves

5. Inability to connect at the executive level

6. Inability to manage quality buying decisions

7. Unpredictable forecasts

8. Missed windows of opportunity

9. Customers are changing buying strategies

10. Everyone is working their own system

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Ensure your customers will:

Pre-Sale

Comprehend the value you can deliver

Post-Sale

Maximize the value you promise

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Diagnostic Sales Process

1. Discover

2. Diagnose

3. Design4. Deliver

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Buying & Changing

Why do people buy?

Need, desire, get ahead, ego, problems, keep

up

Positive, future, solution

Why do people change?

Fear, discomfort, frustration, dissatisfaction,

lack, pressure, forced

Negative, present, situation

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The diagnostic path

Start with positive present (sustain),

discover negative present (change),

address negative future (avoid), then

present the positive future (attain)

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Seven questions to answer prior to

any presentation/proposal

1. So what!

2. What are the consequences?

3. How much is it costing them?4. Do they know?

5. Who cares?

6. Are we talking to them?7. Whos doing the value translation?

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Other Key Ideas

Always be leaving

Sales is about reducing risk

If you feel pressure, youre doing something

wrong

The customer is emotionally involved, but you

cannot be

Ask customers questions they havent thought toask themselves

Stop presenting!

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Spectacular success is always preceded byunspectacular preparation

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Reality Marketing

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Seven stages of a purchase

1. Problem recognition & pain

2. Information search

3. Emotional preference4. Evaluation of alternatives

5. Rationalization

6. Purchase7. Post-purchase evaluation

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Five Keys to Reality Marketing

1. Quantifiable

2. Prospect-focused

3. goal-oriented4. High ROMI

5. Remarkable

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Red/Blue Test

Circle self-centered content in red

Circle prospect-centered content in blue

Do you have more blue than red?

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Six steps to accelerate success

1. Gain clarity on goals

2. Develop mindset, beliefs, habits to win

3. Develop strategies/tactics for growth4. Develop processes/systems for

accountability

5. Take consistent daily action6. Review, modify, fine-tune

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Tony Hsieh

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Customer Experience

What do customers expect?

What do customers actually experience?

What emotions do customers feel? What stories do they tell their friends?

How can culture create more stories and

memories?

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Whats your business?

Youre not in the _____ business

Cirque du Soleil is not in the circus

business Youre in the experience & emotions

business

Youre in the stories and memoriesbusiness

THINK BIGGER

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Vision

Whatever youre thinking, think BIGGER

Does the vision have meaning?

Chase the vision, not the money If you take this approach, the money will

follow

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Happiness is about four things

1. Perceived control

2. Perceived progress

3. Connectedness4. Vision/meaning

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Getting Heard

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ROAR Method

Recognize the type

Observe from their perspective

Acknowledge concerns Resolve needs

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Persuasive Business Proposals

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Seven deadly sins of proposals

1. No focus on clients business problems or

payoffs

2. No persuasive structure

3. No clear differentiation

4. Failure to offer a compelling value proposition

5. Key points are buried no highlights, no impact

6. Difficult to read full of jargon, too long, tootechnical

7. Credibility killers misspellings, grammar, etc.

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Five Keys to Better Proposals

1. Lose the Losers

Is it a real deal?

Can we compete? Can we win?

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2. Pack your case

Customer questions

Am I getting what I need?

Is it good value?

Can they really do it?

First impressions are important

Titles and summaries are client & outcome-oriented

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3. Get a NOSE Job

Needs

O

utcomes Solution

Evidence

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4. Show me the money

Needs

O

utcomes Solution

Evidence

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4. Show me the money

Not what you sell, but what they gain

Make sure the client cares

Measure it

Picture it

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5. KISS for Luck

Keep it Short & Simple

Five ways to achieve clarity

Short sentences

Short words

Passive voice below 10%

Readability index at/below 10 Minimize jargon and acronyms

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