how to move from transactional to complex selling?
TRANSCRIPT
SELLING VALUE: HOW TO MOVEFROM TRANSACTIONAL TO
COMPLEX SELLING
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TOPICS DISCUSSED
• What has changed in the buying journey?
• Difference between transactional and complex?
• What drives the decision?
• The informed buyer myth or reality?
• How to sell Value?
• Impact on the sales force & strategic focus
CHANGES ARE HAPPENING
THE DECISION JOURNEY IN B2B
TRANSACTIONAL VS COMPLEX SELLING
Transactional
• Finding prospects with a need
• Perceived as Simple
• Low value
• Low risk involved
• Understood by the buyer
• High volume with discounts
• Commodity
• Easy to buy
• Acceptable level of customer service
• Sales reps, lone wolf
Complex
• Creating a vision of the future solution – high value
• Complexity to achieve the outcome• Customer doesn’t know how to buy• Multiple decision makers, 3rd party• Team selling• Multiple levels of hierarchy are
involved (internal & external)• Long sales cycles• Impacts processes• High switching costs• Higher Margins• High costs on SG&A• Consultants, sales experts
WHAT DRIVES THE DECISION?
• Align with the Go To Market strategy
• Can depend of the product life cycle & market maturity
• Buyers context and perception matters
• What if it is AND instead of or?
• Is it a negotiation strategy?
PRODUCTS SHIFT FROM TO COMPLEX TO TRANSACTIONAL
BUYING CONTEXT MATTERS
Efficiency Effectiveness
COMPLEX Buying Environment
TRANSACTIONALBuying Environment
Transactional
Defined product or
service
Similar transactions
on a regular basis
Small # buying
influences plus
procurement
Small business
impact, little
strategic relevance
Focus: Bottom line,
budget optimization
Scalable efficiency
Complex challenge,
solution
Every buying
decision is different
and unique
Large # buying
influences, incl.
committees
Huge business
impact and strategic
relevance
Focus: Effectiveness,
investment, top line
Scalable learning
Complex
IncreasingComplexity
Level ofRelationship
THE BUYER DILEMMA
The Buyer‘s
dilemmain a
complexworld
Complicated buying processes
Various cross-functional stakeholders with different impact on situation
ROI focus and riskmitigation
Involvement of thirdparty sourcing advisors
Internal Selling
Influencing and orchestrating across the buying community
to create a shared vision regarding the desired solution
More information, more data, more content - but more meaning?
Content covers primarilyenvironmental context, tailored to typical roles andchallenges
ROI calculators often not focused on the buyer‘ssolution!
Very specific requirements-> search may not deliverthe desired options
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DECODING THE DECISION DYNAMIC
Generational BuyersBoomer v. Millennial
BuyingTeam
“87% of B to B Buyers either agreed or strongly agreed that they feel overwhelmed by the amount of content that is available”
Data Source: DemandGen 2014 B2B Content Preferences Study
Procurement BuyersNo Concept of Value
SFDCOld School Buyers
Non-tech, non-social
All-Informed BuyersAbundance of Information
Stereotype BuyersAcademic Interpretation
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DECODING THE DECISION DYNAMIC
PeopleMore People Involved
Decision Dynamics
How will this group of people, make this decision, this time?
Politics
ProcessMore Formalized Process
SELLING VALUE UNDER PRODUCT PARITY
• This not about features and benefits
• Understanding the customer’s context
• Understanding why customers buy?
• Understanding why customers don’t buy?
• Pro-active
• Questioning, listening skills
• Bringing Insight and Perspective
NPV = PV – Risk – TCO
2 1 0 5 M H I G L O B A L S A L E S B E S T P R A C T I C E S T U D YM H I G L O B A L S A L E S M E E T I N GM H I R E S E A R C H T E A M
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DIGITAL TO ANALOGUE SHIFT
Decision Process
Awareness
Status Quo
Activity
Phase
Recognize Need to Change
Define Problem
Research
Shape Concept
Evaluate Options
Engagement
Sales Execution
Justification
Select Best
Implement
Analogue: Sales Interaction
Digital: Public Domain
Digital to Analogue
Shift
MHI Research Institute Note: Buyer 2.0: Embrace the Chaos
© MHI Global. All Rights Reserved. 15©MHI Global. All Rights Reserved. MHI Research Institute Note:
Sales Mastering Marketing
Personal BrandLinkedIn
Social Search
Demand Generation
Campaigns
Social Selling
Prospecting
Reference
Content MarketingSocial
Broadcast
campaigns
Customer
Presentation
Customer MarketingNurturing programs
Curated content
Thought Leadership
New Accounts Client Accounts
STRATEGIC FOCUS: MASTER MARKETING
© MHI Global. All Rights Reserved. 16©MHI Global. All Rights Reserved. MHI Research Institute Note:
Social Engagement: Beyond Social Selling
Individual social
marketing skills
Social
Marketing
Adding social
to CRM
Social
Account &
Customer
Profiles
Social
Customer
Commu-
nityDeveloping, managing
and nurturing the
social customer
community
Creating the social
sales community
Social Sales
Collaboration
Customer
Collaboration
Shared, tailored, secure content
exchange
Social
Engagement
STRATEGIC FOCUS: SOCIAL ENGAGEMENT
Join our next Sales Webinar on Social Selling 13 May 2015
Pascale Hall, Partner at Minds&[email protected]@pascalehallwww.mindsandmore.biz
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