solution telling beats solution selling
DESCRIPTION
Research proves that the peak performers in complex solution sales lead with authentic insight. Clients have become immune to relationship based Q&A and want to be told rather than sold.TRANSCRIPT
Solution tellingbeats
solution selling
Fearless
How after the 2008 crisis did some people
actually grow sales?
Researchers asked:
6000 Interviews with sales staff, managers, buyers, CEOs,
consultants and customersResearch by CEB - members only Sales Advisory firm – authors of The Challenger Sale
Research:
Stars lead with authentic insight
Tell beats sell
Key findings
Accepted norms in complex solution
sales have changed
Clients have becomeimmune to
solution selling
Solutions fatigueRepetitive questionsSceptical of impact
Clients often offerbest guesses when asked about needs
Clients exploit cosyinformation sharing relationship model
Customers prefer to be told based
on genuine insight
Clients want:Unique perspectives
Well constructed argumentsInsight into their value drivers
Grasp of all dynamic market forcesTranslate ideas into quantifiable value
Willingness to press for action
Fearless SellingSet the agenda
Control the outcome
Emphasis shifts tofiguring out client’s
best path first
Top Performersproject ability to
see wood for trees
Breakthrough Coaching &Workshops
Where are you?Where are you going?
How to get there?
If you don’t knowwhere you are going it doesn’t matter which
direction you take
Account plan withmarketing, finance, IT, PR and analysts
Converge strategic market insights &
sales proposals
Cross functionalRich in data
Vision to Action
Where are you?SWOT, PEST, GAP
5 Forces, GE Grid ++
Understand market dynamics better than the client
Understand market dynamics better than the client
Understand market dynamics better than the client
Understand market dynamics better than the client
Where you going?Options generationCommercial acumen
Facilitated Options Generation
Facilitated Options Generation
How to get there:5 question test
of best client option
Our proposal must:Sell more or cut costs
Win widespread supportBe supported by data
Easy to implementTough for competition to copy
Without a pre-prepared strategic breakthroughand the fearless attitude
to lead with itthe conversation takes
place on the client’s terms
6 step model tosell your insight &
lead customer action
1. Agree to present your professional
insight on key issues
“We work with many companies across the sector and our research indicates that
these are the top 3 challenges.
Is that what you are seeing tooor would you add something to the list”
Establish personal and corporatecredibility to talk to the issues
2. Tease with glimpses of the fresh insightElicit a first “Ahaa”
Without the “Ahaa”there is no cut throughExplore till they get it
3. Use graphics & data - quantify risk/reward of the new approach
“We had no idea that issue involved risk and cost on that scale”
“We had no idea that there was anopportunity of that size out there”
Pause, interrogate and sell if they say :“Yes, but we’re different.”
4. Move from thegeneral to specific
Connect emotionally
5. Recap benefits of wider solution beforelaying out their offer
“Thanks for alerting us to the risk / reward”
“This argument holds water”
“That’s what we need to start doing”
6. Lead to the offer – the conclusion of
your unique insight
Pilot your firstBreakthrough
Workshop
Release potentialCreative connections
Competitive edge
1 & 2 day sessionsOngoing coaching
Pitch rehearsal
Work ON the client’s business rather thantrying to work IN it
ON versus IN Account Plans
• IN Thinking• Structured• Predictable• Time constrained• Non-threatening• Deductive• Clear boundaries
• ON Thinking• Freeform• Unpredictable• Intuitive revelation• Induces anxiety• Inductive• Crosses functions
FunFast
Effective
Acknowledgements and primary research sources