Sales Transformation - Five Steps to Growth
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The document provides guidance on transforming a sales organization to sell cloud services. It recommends focusing on systems of engagement to build relationships, selling business outcomes rather than features, and differentiating at multiple levels of customer experience. The key is helping customers join the dots between needs and solutions by moving from interruption to engagement marketing and capturing imaginations rather than just responding to current demands.
Sales Transformation - Five Steps to Growth
- 2. A Cloud Sales Toolkit
- 3. “Fire your sales force”
- 4. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
- 5. Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible. The new Golden Rule in Sales is:
- 7. “Reasons lead to conclusions. Emotions lead to actions.” - Saatchi & Saatchi
- 9. Horizon 1 0 - 6 months Horizon 2 6 - 12 months Horizon 3 12 - 36 months Selling at 3 Time Horizons Closing Current Opportunities: • Winning Deals • Pitching to Win • Closing Building Tomorrow’s Business: • Industry trends • Industry competitive challenges • Collaborative strategy Building the Pipeline: • Solutions to Customer business challenges • Value Propositions • Account Sales Plan
- 10. Get it right
- 11. Get it wrong
- 12. The status quo is not a growth strategy
- 13. Disruptive Opportunity Matrix Extend White Space Defend ExtendCurrent New Current New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Products Customers
- 16. Compete for the future, not just the present
- 17. “Today’s customers are online explorers, seeking out online ratings, peer reviews, videos and in-depth product details as they move through the buying decision process.”
- 18. Move to tomorrow’s battleground
- 19. Ride the next wave
- 20. Old dog, new tricks VP of Growth VP of Sales
- 21. Rethink the sales funnel
- 22. Radically rethink the sales funnel
- 23. 23 Focus on Selling Above the Funnel • Prospection • Qualifying • Needs • Proposal • Negotiation • Close Demand Creation Demand Capture • Market identification • Requirements analysis • Demand creating • Lead Generation and Management • Engagement The Sales Toolkit Q1 Q2 Q3 Q4 Q1 Demand Generation Campaigns
- 24. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4
- 26. “Customers are completing 57% of a buying cycle before ever coming into contact with a sales rep.” - A CEB study of more than 1,400 customers
- 27. Interruption Marketing: Targeting Audiences with messages through channels to drive transactions The OLD World Engagement Marketing: Engaging communities with shared purpose through experiences to sustain relationships The NEW World
- 28. Sales Transformation Old Sales Model New Sales Model
- 30. source: www.corporatevisions.com Why Systems of Engagement?
- 31. source: www.corporatevisions.com 1 32 • Challenge them • Destabilise them • Challenge the status quo • Get them out of comfort zone • Take them to the negative future • Sell your insights • Provide evidence • Cost justify • Lead them through the process • Take them to the beach • Sell your insights • Sell your experience • Take them to the negative future • Create a sense of urgency • Monetise the cost of delay • Take them to the beach • Guide them to take action • Take the order Why Systems of Engagement?
- 32. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4
- 34. Educate
- 35. Inspire
- 36. Create a sense of urgency
- 37. Game Changer Purchase before Adoption Adoption before Purchase AccessAssets
- 38. Sales Transformation = Selling Business Outcomes OLD NEW The IT Buyer The Business Buyer Selling into CapEx Budgets Selling into OpEx Budgets Technical Expertise Business Expertise Geographic Sales Territories Vertical Industry Territories Selling Features Selling Results Fixed-Price Contracts Outcome-Based Contracts Demonstrating Features Business Process Discussions Your Complexity and Underlying Architecture Your Consumption Model and Service Capability Maintenance Contracts "Apps Mindset" Face2Face Sales Skills Social Media Knowledge Source: Consumption Economics: The New Rules of Tech by J. B. Wood, Todd Hewlin and Thomas Lah, 2011
- 39. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4
- 41. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
- 42. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
- 43. 3 levels of clarity
- 44. Basic Product/Service: • Technology • Price performance • Product quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers 1 2 Support Services 3 E2E Customer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: • Levels of support • Quality of service • Systems • Processes Your Cloud Services
- 45. Price vs Value Products Services Experience Customer
- 47. Create Systems of Engagement1 Selling Business Outcomes2 Differentiate or Die3 Help your customers to join the dots4
- 48. The problem is that customers don’t buy the way we sell
- 49. The Buying Decision Process
- 52. 1. Create Systems of Engagement 2. Selling Business Outcomes 3. Differentiate or Die 4. Help customers to join the dots Quick Review: 4Ps -> S A V E, Assets vs Access Differentiation: 3 Levels of Perceived Value Align all Sales & Marketing actions Demand Generation Campaigns Competing to remain relevant to tomorrow’s customers
- 53. Get it right
- 54. www.flickr.com/photos/horacio/3781750 David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com