lean sales and marketing october 2013
DESCRIPTION
Presentation by Richard Lane of durhamlane to the Lean North East event, Lean Sales and MarketingTRANSCRIPT
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Selling at a Higher Level
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@durhamlane #dlsales
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Objectives for this evening’s quick talk
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@durhamlane #dlsales
Challenge you to think differently about sales
Motivate, inspire, energise
Increase your confidence
Increase your sales success
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Sales person first, trainer second
Career in sales, management & sales leadership
From micro/SME to global blue-chip clients
£500 - >£3,000,000 contracts
Sales leadership, coaching, development, strategic and solution sales
Blogger, writer, speaker, podcaster
Passionate about promoting Sales as a Profession
Blues guitarist, fly-fisher, runner, non-techie-techie
@durhamlane #dlsales
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durhamlane – 360º Sales Performance Solutions
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Sales Training & Coaching
Outsourced Sales &
Business Development
Sales Recruitment
How we work with you:
Sales ConsultancyDefining strategies to help you win and retain more clients and increase customer satisfaction.
Sales Training & CoachingBespoke high impact training and coaching programmes for sales and non-sales people.
Outsourced Sales & Business DevelopmentOutsourced solutions from market research / lead generation and digital marketing to sales, early stage business development and strategic key account acquisition.
Sales RecruitmentIntroducing high calibre sales professionals to ambitious businesses that want to grow. From graduates to experienced hires.
@durhamlane #dlsales
Sales Consultancy
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Some of the Companies Who Pay Our Wages
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@durhamlane #dlsales
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@durhamlane #dlsales
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Belief in your product, service, solution
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@durhamlane #dlsales
No-one wants to buy from someone who doesn’t believe in what they are selling
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Belief in your product, service, solution
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@durhamlane #dlsales
People prefer to buy from people who are confident, knowledgeable and understand what they (the buyer) needs or is trying to achieve
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@durhamlane #dlsales
‘80% of decisions taken in business are taken for emotional reasons’
- Harvard Business School
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@durhamlane #dlsales
“We’re not going to be vendors any more; we won’t be commoditized; we
refuse to compete exclusively on price. Instead of focusing on features and
price, or selling to gatekeepers who insist on contorting value onto a grid,
we must proactively understand how our customers do business, find ways
to address pressing business issues, and recommend strategic solutions
that improve the way our customers do business. It means stepping away
from a limited focus on departmental solutions in favour of big picture
business value. It means presenting business fit, not product fit.”
Beyond Selling Value, Mark Shonka & Dan Kosch
Time to commit to working another way
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@durhamlane #dlsales
Customer perception is key
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@durhamlane #dlsales
Develop & Maintain the Right Mindset
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@durhamlane #dlsales
Sales Mantra #1
Business Fit. Business Value. Long-term
Relationships
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@durhamlane #dlsales
Sales Mantra #2a
Professional. Humble. Courteous.
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Sales Mantra #2b
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@durhamlane #dlsales
Pro-active. Hungry. Ambitious.
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@durhamlane #dlsales
Sales Mantra #3
Be interested to be interesting
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@durhamlane #dlsales
Attention / Awareness
Interest
Desire
Action
People love to buy but hate to be sold to…
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@durhamlane #dlsales
Support your business conversations with
a defined sales process
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Selling at a Higher Level – a proven methodology
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@durhamlane #dlsales
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Business pain / Solution alignment
@durhamlane #dlsales
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First understand the problem or challenge
… in order to demonstrate we have the right solution
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Spend time where you can be most successful
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The Magic 35 Qualification toolkit
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@durhamlane #dlsales
Budget
Defined Need
Decision Maker
Decision Criteria
Compelling Event
Timescales
Competition
7 steps to the Magic 35
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Criteria Questions to ask
Budget Has budget been put aside? Where does it sit? Who with? How much is available? Flexibility?
Defined Need What problem are you solving? Has the prospect confirmed need to change? Are the likely benefits big enough to create a need?
Decision Maker Who is it? Are you sure?
Decision Criteria What needs to be proved for project to move forwards? Double check. Keep confirming throughout cycle.
Compelling Event Find the compelling event. What’s driving the sale?
Timescales What happens next? What control do you have? Are you checking progress regularly? Can you leave actions?
Competition Not just other suppliers. Can be cost of change, lack of a Defined Need (above), current method okay for now etc.
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@durhamlane #dlsales
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@durhamlane #dlsales
The Magic 35 Qualification
template
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Questioning & Qualification go hand in hand
@durhamlane #dlsales
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Use qualification to ask great questions
Ask great questions to accurately qualify
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@durhamlane #dlsales
Sharpen your focus
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Be guided by the durhamlane Sales Mantras
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@durhamlane #dlsales
1. Business fit, business value, long-term relationships
2. Professional, humble courteous. Pro-active, hungry, ambitious
3. Be interested to be interesting
4. Under promise, over deliver, overwhelm
5. Quality x Quantity x Consistency = High Performance
6. 24 hours to celebrate or wallow in misery
7. Estimate then validate, never assume
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Conversations with purpose – step by step
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@durhamlane #dlsales
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3 thoughts to improve your success
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@durhamlane #dlsales
1. Are you Selling at a Higher Level?
2. Be interested to be interesting (Sales Mantra #3)
3. How do you decide where you spend your time?
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@durhamlane #dlsales
MVP coming soon!
Register for access
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Lack of customers is the reason most businesses fail –
Steve Blank
Sales is the life-blood of every organisation – durhamlane
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Thank you – please get in touch
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@durhamlane #dlsales
www.durhamlane.co.uk
@durhamlane
LinkedIn: search ‘Selling at a Higher Level’ to join our growing
community
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Selling at a Higher Level