ivendor 2017
TRANSCRIPT
iVendor 2017
The vendor in the digital era
Matthieu Bruckert
Introduction
Objectives
Understand the job in the digital eraKnow which qualities sales people
need to improveMaster the sales process in B2B
and B2CUse the right tools
Agenda
1. Fundamentals2. Prospection3. First contact4. Need5. Solution
6. The Sales Proposal7. Objections8. Negotiation9. Closing
1.Fundamentals
Sales Forces?sales peoplesales managervendorsales engineercustomer advisortelesales...
Sales
« The sales is the exchange of a commodity or service in return for money»
the law
Sales
sales = €
Force
F=mA
“Acceleration is produced when a Force acts on a mass.”
Isaac Newton
The greater the mass, the greater the Force needed!
Sales Force
“...the most important function for 65% of the business owners”(Novancia 2011)
Sales Force
The direct link to the customer...
B2C/B2B
B2C = Business to ConsumerB2B = Business to Business
B2C
Business to Consumer“commerce transactions with final consumers”
B2B
Business to Business“commerce transactions between businesses”
Sales negotiation
« Discussion between two parties looking for an agreement »(Win/Win)
Lead/Prospect/Customer
who bought
potential prospect
potential customer
LEAD =PROSPECT
=
CUSTOMER =
Quiz
Sales = ?❏ negotiation❏ discussion❏ €, £, $, etc...❏ information❏ exchange
2. Prospection
Portfolio?contact basecustomer base contact fileemail listdatabasephone list...
Digital tools
Customer Relationship Management
Outlook, Excel,...
Sales Force Automation
FILE =SFA =
CRM =
Data quality
last nametelephoneemail
first namemobilefunctionage...
Teleprospection/Phoning
SCRIPT3/30/3
3/30/3 technique
3 seconds of introduction
3 minutes to convince
30 seconds to catch the attention
3 =30 =
3 =
3
Hi, my name is Matthieu from TALIS
30
I’m helping startups raising funds quicker!
(-)
Who are your actual partners?
Are you looking for more or less than 50 k€?
3
OBJECTIONS
We are not looking for funds?
No time for that! I’m not interested!
ARGUMENTS
Not right now, but next year?
No time for... finding more money to boost your startup?
→ Let’s meet!
Case Study : write a script
PARIS POUR L’EMPLOIB2B
Mailing
TargetedUltra-personalizedCall2Action
eMailing
Mailing+ 3 deliverability
factors (provider, object, content)
+ mobile
Deliverability factors
...Deliver
...Click
...Open
Content =Object =
Provider=
SMS, App, Push
Immediate engagementInteractivity
Website
78%consumers are Web2Store(Responsive)
Show, event, conference, day...
Brand imageNotoriety
Social networks
B2C : Facebook, TwitterB2B : Linkedin
Multichannel, 360, omnichannel...
Quiz
Prospecting means?
❏ looking for potential customers
❏ finding prospects❏ closing business
3. First contact
CASE STUDY
The GOOD FIRST IMPRESSION
Are sales people born or made?
becomeimprove
15 qualities
5 x 3 = 15
1.1 Attitude
55%non verbal
1.2 Manners (good)
SBAM =S’il vous plaît (Please)Bonjour (Hi)Au revoir (Bye)Merci (Thanks)
1.3 Charisma
Inspire confidenceBe listened to
2.1 Active listening
2 ears---------------1 mouth
2.2 Curiosity
Capacity to ask questionsInterest for what is different, new
2.3 Adaptation
Adapt or die...
3.1 Sales technique
Selling techniqueTheory + Experience
3.2 Rigour
OrganisationReporting
3.3 Honesty
TrustEngagement
4.1 Communication
TalkingExplaining
4.2 Persuasion
Consistency of speechAbility to convince
4.3 Relationship
NetworkInternalyExternaly
5.1 Tenacity
PerseveranceToughnessCourage
5.2 Optimism
Resistance to stress
5.3 Creativity
ImaginationIdeas“out of the box”
Quiz : what are the qualities of a good vendor?
Attitude Manners Nice tie
Passive listening Curiosity Adaptation
Product technique Stubbornness Honesty
Communication Kindness Relationship
Patter Optimism Creativity
Recap
Attitude Manners Charisma
Active listening Curiosity Adaptation
Sales technique Rigour Honesty
Communication Persuasion Relationship
Tenacity Optimism Creativity
Quiz : evaluate yourself!
4. Need
Listen twice more than you speak!
“You have nothing to sell unless you have understood the need of your prospect”
You would like to talk about...
Your Company= #9 point of interest= your prospect doesn’t care...
B2CNeeds
B2B Needs
Triumvirat Money
Time Quality
Active listening
ask + listen + confirm
Ask
Open questions“May I help you?” -> NO“What’s your favorite music style?”
Listen
2 ears---------------1 mouth
Confirm
“got it!”“if I understand what you are saying”“what you are telling me….”“pour résumer…”
Diagnostic
conscious/unconsciousexpressed/hidenfelt/realconsequence/cause...
Complementary diagnostic
Social environment?Family situation?Who’s got the money?
Market situation?Competitors?Career opportunities?
B2C :
B2B :
5. Solution
Solution = Treatment proposal
“You can only offer the right treatment if you have made the right diagnostic… and only if the patient trusts you!”
Confidence
“People buy to people...
and only to people they trust!”
The 7 pillars of confidence
What are prospects expecting from the salesforce today?
#1 prospect expectation
Be personally accountable!engaged
serious
2nd prospect expectation
Understand me!understand my business
my problems
...
3rd prospect expectation
Be on my side!be my real partner
be my representant within your company
4th prospect expectation
“Sur mesure!” (tailor made)I am not a number...
5th prospect expectation
Be accessible!stay connected
answer my calls
be on time
6th prospect expectation
Solve my problems!Find the right solution
7th prospect expectation
Be creative!I need innovative solutions
Make the difference
The value of the solution (is not the price)
“The price is what you pay, the value is what you get.”
Warren Buffett
Value in B2B
❏ profit❏ turnover❏ customer references❏ competitive advantage❏ etc...
Value in B2C
❏ pleasure❏ help❏ happyness❏ reward❏ etc...
Competition
❏ preparation❏ respect❏ beware
QuizThe pillars of confidence?
1. Be accountable2. Listen to me3. Be on my side4. “Ready made”5. Be helpful6. Solve my problems7. Respect your internal process
Recap
1. Be accountable2. Understand me3. Be on my side4. “Sur mesure” 5. Be accessible6. Solve my problems7. Be creative
6. The Sales Proposal
Quote = Sales proposal?
standardautomatedonly numbers...
Sales Proposal------- Cover
1.NEED2.SOLUTION3.PRICE------- Terms & Conditions
1.NEED
Show that you have understood the NEED of your prospect!
2. SOLUTION
Show the value of the SOLUTION your are proposing!
Give examples!
3. PRICE
Pricing = margin maximisationCost basedMarket based Value Based
The 5 disciplines of pricing
1.Setting (cost, market or value based)2.Execution (price policy)3. Implementation (errors)4.Contract (good / bad customers)5.Rerating (annual increase)
The psychological price
239,88 € / year19,99 € / month
0,66 € / day
The sales process
Prospection
Sales Proposal
Negotiation
Closing
Prospection <10%
essential, criticalvery hardLate ROI
The Sales Proposal <30%
transmissionengagementpricing
Negotiation <50%
discussionagreementwin/win
Closing =100% (or 0%)
prepared right from the beginning!needs the understanding of the buying process
Quiz
A good Sales Proposal
❏ a very low price❏ 30 pages
minimum❏ show your
understanding of the need
❏ a nice cover
7. Objections
An objection is a good sign
“No objection,no order!”
The ALARM! method
AnticipateListen (actively)AcceptRewordMark!
A = Anticipate
Be prepared
L = Listen (actively)
Active listening
Take notesAsk questionsKnow more
A = Accept
This is not personal!An objection is a good signNo objection = no order
R = Reword
« If I understand… »« What you are telling me in fact… »« You think that… »
M = Mark!
Use arguments to convince!
The 3 types of objections
1.Principal2.Tactical3.Sincere
8. Negotiation
Negotiation
“Discussion between two parties looking for an agreement”
win/win
The secret :
PreparationThe OCEAN method applied to sales negotiation
The OCEAN method applied to sales negotiation
Objects (and Objectives)Context (and Competition)EffectsAsymmetry of power (and Time)Negociators
Objects
Announced (proposition)
BATNA = real
WATNA = limit €
(and Objectives)
Defend your price
no concession
without counterpart
Context
Financial situationMarket situation...Are you playing home?
(and Competition)
1. respect2.beware3.preparation
Effects
explicitsimplicitshidden
Asymmetry of power
The balance of power
Who is the biggest?Who needs the other the most?Who is in danger?Who’s got the power?
(and Time)
Is there a time limit?orDo you want to stall for time?
Negociators
buyer/decision maker (signature)MentorTechnical buyerFinal user
The OCEAN method applied to sales negotiation
Objects (and Objectives)Context (and Competition)EffectsAsymmetry of power (and Time)Negociators
Quiz
A good negociation...
❏ you win on all points
❏ you just need to lower your pirce
❏ a win/win agreement
9. Closing
Closing is getting to an agreement?
It is like “getting” pregnant...
The real secret
Preparation!
The art of the vendor
Closing ends the negotiationClosing validates the agreementClosing is your GOAL!
Who decides?
YOU must lead the ClosingYOU are in charge of getting the dealYOU must know when
The Momentum
“There’s no time but the right time!”
Buying signals
Does the prospect buy when he’s understood the product/service?
Prospect buys when he understands that he’s been understood!
Signature
Or not...
Thank
Keep in touchDo not hesitate to ask whyAnalyze your errors
Quiz
Closing is...❏ a launch window
you must not miss
❏ a question of luck
❏ in the hand of the prospect
Thanks
Thanks
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