Mastering Value Selling
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The document discusses the need for salespeople to master value selling in order to address today's top sales challenge - making a clear connection between products and customer business issues. It notes that while salespeople are often more knowledgeable about products than business issues, top performers are 3x more effective by mastering value selling. Value selling involves focusing on critical customer problems, targeting the right stakeholders, and bridging value gaps to help customers through their buying journey. The document promotes the Value Selling System as a way to systematically create and capture value with customers through focus, process, playbooks and plans.
![Sales Skills?
Today’s #1 Sales Effectiveness Challenge…
Product Knowledge?
Not enough leads?
[Sirius Decisions survey of B2B sales leaders and CEOs]](https://image.slidesharecdn.com/value-basedsellingslideshare-150805072640-lva1-app6891/85/Mastering-Value-Selling-2-320.jpg)
![The root cause of the problem…
Business
Expertise
Product
Knowledge
4*
Senior business
execs value relevant
business expertise
4* more highly than
product knowledge
[Sirius Decisions]
4*
Average sales people are
4* more likely to be
proficient in product
knowledge than in
business expertise
[Forrester]
^
^ SALES CREDIBILITY GAP](https://image.slidesharecdn.com/value-basedsellingslideshare-150805072640-lva1-app6891/85/Mastering-Value-Selling-4-320.jpg)
![of apparently well-qualified opportunities
now end in a decision to “do nothing”
[Sales Benchmark Index]
60%
Average sales cycles
are now running 24% longer than they did
just 2 years ago
[Sirius Decisions]
43% more stakeholders are now involved in a
typical buying decision than 3 years ago
[IDC]
As if things weren’t tough enough already…](https://image.slidesharecdn.com/value-basedsellingslideshare-150805072640-lva1-app6891/85/Mastering-Value-Selling-5-320.jpg)
![3* Top performers
3* more effective
but only represent
5-15%
of sales population
[CEB]
The gap between the best and the rest…
Average
Sales
People
Top
Sales
Performers
They have mastered
Value Selling](https://image.slidesharecdn.com/value-basedsellingslideshare-150805072640-lva1-app6891/85/Mastering-Value-Selling-6-320.jpg)
![57%
67%
70%
57%
67%
70%
Mastering Value Selling:
Engage the Prospect Early…
Only a quarter of buying
decisions go to a vendor that
only got actively involved
later in the decision cycle 26%
74%
Three quarters of buying
decisions go the vendor who did
most to shape the prospect’s
vision of a solution
[Forrester]
Unconcerned Investigating Defining Selecting Validating Confirming Implementing
VISION
OF A
SOLUTION](https://image.slidesharecdn.com/value-basedsellingslideshare-150805072640-lva1-app6891/85/Mastering-Value-Selling-13-320.jpg)
![Business
Expertise
Product
Knowledge
4*
Senior business
execs value relevant
business expertise
4* more highly than
product knowledge
[Sirius Decisions] 4*
Average sales people are
4* more likely to be
proficient in product
knowledge than in
business expertise
[Forrester]
^
^
The Prospect’s CURRENT SITUATION
The Prospect’s DESIRED FUTURE STATE
The MOTIVATION Gap:
Helping the prospect to acknowledge that
there is a compelling reason to act
The DIFFERENTIATION Gap:
Persuading the prospect you can offer a
uniquely valuable solution
The PRIORITY Gap:
Convincing the prospect that this project
should be at the top of their priority list
Why Now?
Why You?
Why Change?
3*
Top performers
3* more effective
but only represent
5-15%
of sales population
[CEB]
Average
Sales
People
Top
Sales
Performers
They have
mastered
Value Selling
Enables us to bridge today’s
SALES EFFECTIVENESS GAP
Bridging the
customer’s
VALUE GAP](https://image.slidesharecdn.com/value-basedsellingslideshare-150805072640-lva1-app6891/85/Mastering-Value-Selling-21-320.jpg)
![20% reduction in
average sales cycle
24% improvement in
average win rate
15% increase in
average sales value
[Sales Benchmark Index]](https://image.slidesharecdn.com/value-basedsellingslideshare-150805072640-lva1-app6891/85/Mastering-Value-Selling-22-320.jpg)
Mastering Value Selling
- 1. Bob Apollo Inflexion-Point Mastering Value Selling: Tackling Today’s #1 Sales Effectiveness Challenge
- 2. Sales Skills? Today’s #1 Sales Effectiveness Challenge… Product Knowledge? Not enough leads? [Sirius Decisions survey of B2B sales leaders and CEOs]
- 3. Our sales people’s inability to make a clear connection between our product capabilities and our customer’s business issues”#1 Today’s #1 Sales Effectiveness Challenge… “
- 4. The root cause of the problem… Business Expertise Product Knowledge 4* Senior business execs value relevant business expertise 4* more highly than product knowledge [Sirius Decisions] 4* Average sales people are 4* more likely to be proficient in product knowledge than in business expertise [Forrester] ^ ^ SALES CREDIBILITY GAP
- 5. of apparently well-qualified opportunities now end in a decision to “do nothing” [Sales Benchmark Index] 60% Average sales cycles are now running 24% longer than they did just 2 years ago [Sirius Decisions] 43% more stakeholders are now involved in a typical buying decision than 3 years ago [IDC] As if things weren’t tough enough already…
- 6. 3* Top performers 3* more effective but only represent 5-15% of sales population [CEB] The gap between the best and the rest… Average Sales People Top Sales Performers They have mastered Value Selling
- 7. Mastering Value Selling: It’s not just about the VALUE of YOUR SOLUTION… …it’s about the VALUE of solving THEIR PROBLEM
- 8. Eliminate Business Risk Reduce Costs Increase Revenues Achieve Strategic Goals Uniquely Valuable Solution High-VALUE SolutionsHigh-IMPACT Issues Critical Business Problem > Symptoms > Consequences > Causes > Victims Their Most Critical Problems Your Most Valuable Solutions+ Mastering Value Selling: WHAT to Focus on…
- 9. Mastering Value Selling: WHO to Target… Most Important Stakeholders Business Critical Issue… > Symptoms > Consequences > Causes > Victims Business Critical Issue… > Symptoms > Consequences > Causes > Victims Key Stakeholder Profiles > Titles, Roles + Responsibilities > Departmental Priorities > Relationships with Colleagues > Issues, Concerns + Motivations > Key Sources of Influence Most Valuable Prospects Target Organisation Profile > Demographics: Size, Sector, Location > Structural Characteristics > Behavioural Characteristics > Situational Characteristics Which Organisations to Target? Which Roles to Target?+
- 10. The Prospect’s CURRENT SITUATION The Prospect’s DESIRED FUTURE STATE Mastering Value Selling: ESTABLISH + AMPLIFY the VALUE GAP… REASONS TO CHANGE =
- 11. The Prospect’s CURRENT SITUATION The Prospect’s DESIRED FUTURE STATE The MOTIVATION Gap: Helping the prospect to acknowledge that there is a compelling reason to act The DIFFERENTIATION Gap: Persuading the prospect you can offer a uniquely valuable solution The PRIORITY Gap: Convincing the prospect that this project should be at the top of their priority list Why Now? Why You? Why Change? Mastering Value Selling: BRIDGING the VALUE GAP…
- 12. Mastering Value Selling: Facilitate the Prospects’ Buying Journey… Unconcerned Investigating Defining Selecting Validating Confirming Implementing “We may have a problem” “What we need is…” “We’re ready to go ahead” “We have to take action” “We know who we want” “We’ve got the right deal”
- 13. 57% 67% 70% 57% 67% 70% Mastering Value Selling: Engage the Prospect Early… Only a quarter of buying decisions go to a vendor that only got actively involved later in the decision cycle 26% 74% Three quarters of buying decisions go the vendor who did most to shape the prospect’s vision of a solution [Forrester] Unconcerned Investigating Defining Selecting Validating Confirming Implementing VISION OF A SOLUTION
- 14. Mastering Value Selling: CREATE + CAPTURE Value during every phase… MOTIVATION: Why Change? DIFFERENTIATION: Why You? PRIORITY: Why Now? Unconcerned Investigating Defining Selecting Validating Confirming Implementing EDUCATE AMPLIFY INFLUENCE PERSUADE NEGOTIATE PRIORITISE RESOLVE
- 16. VALUE SELLING SYSTEM® VALUE SELLING SYSTEM® FOCUS PROCESS PLAYBOOKS PLANS - PROBLEMS - PROSPECTS - STAKEHOLDERS - TRIGGERS - DIFFERENTIATORS
- 17. VALUE SELLING SYSTEM® VALUE SELLING SYSTEM® FOCUS PROCESS PLAYBOOKS PLANS - UNCONCERNED - INVESTIGATING - DEFINING - SELECTING - VALIDATING - CONFIRMING - IMPLEMENTING
- 18. VALUE SELLING SYSTEM® VALUE SELLING SYSTEM® FOCUS PROCESS PLAYBOOKS PLANS - PROSPECTING - QUALIFYING - JUSTIFYING - DEMONSTRATING - PROPOSING - NEGOTIATING
- 19. VALUE SELLING SYSTEM® VALUE SELLING SYSTEM® FOCUS PROCESS PLAYBOOKS PLANS - TERRITORY - ACCOUNT - OPPORTUNITY - MEETING
- 21. Business Expertise Product Knowledge 4* Senior business execs value relevant business expertise 4* more highly than product knowledge [Sirius Decisions] 4* Average sales people are 4* more likely to be proficient in product knowledge than in business expertise [Forrester] ^ ^ The Prospect’s CURRENT SITUATION The Prospect’s DESIRED FUTURE STATE The MOTIVATION Gap: Helping the prospect to acknowledge that there is a compelling reason to act The DIFFERENTIATION Gap: Persuading the prospect you can offer a uniquely valuable solution The PRIORITY Gap: Convincing the prospect that this project should be at the top of their priority list Why Now? Why You? Why Change? 3* Top performers 3* more effective but only represent 5-15% of sales population [CEB] Average Sales People Top Sales Performers They have mastered Value Selling Enables us to bridge today’s SALES EFFECTIVENESS GAP Bridging the customer’s VALUE GAP
- 22. 20% reduction in average sales cycle 24% improvement in average win rate 15% increase in average sales value [Sales Benchmark Index]
- 23. VALUE SELLING SYSTEM® Systematically Creating and Capturing Mutually Meaningful Value in Every Customer Interaction Find out more: www.inflexion-point.com
- 24. Download your copy TODAY! http://www.inflexion-point.com/download-your-guide-to-the-value-selling-system
- 25. Bob Apollo Inflexion-Point Contact me directly: Phone: +44 7802 313300 Email: bob@inflexion-point.com