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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
How Top Performers Win in a Customer-Driven World
Steve Andersen & Dave SteinJune 2016
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
How much of your Customer’s time do they spend buying something from you?50%
1000 hours
25% 500 hours
10% 200 hours
5% 100 hours
2% 40 hours
1% 20 hours
Winning in a Customer-Driven World.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Winning in a Customer-Driven WorldThe Situation
Buyers are more educated and have more choices than everPost-2008, procurement has become much more empoweredWinning on product is getting more and more difficultBy the time the RFP arrives, many buying decisions have already been made
The RealityMany salespeople engage too late with their customers, showing up primarily when they’re actively buying and leaving soon after
The ProblemIf you’re only engaging when your customer is buying, then you’re trying to capture mindshare and preference when competition is fierce and trust can be elusive
The OpportunityGo beyond the sales process (2%)…and engage effectively with your customers before, during and after the sale
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
The Opportunity – Go Beyond…
Before the Sale1. Research the Organization2. Explore the Possibilities3. Vision the Success4. Elevate the Conversation
During the Sale5. Discover the Drivers6. Align the Teams7. Position the Fit8. Differentiate the Value
After the Sale9. Realize the Value
10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship
Beyond The Sales Process12 Proven Strategies for a Customer-Driven World
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Winning in a Customer-Driven World
Beyond The Sales Process12 Proven Strategies for a Customer-Driven World
.
• Evidence-Based• Case-Studies
– World-Class Companies– Leadership, Management, Salespeople– Customers
• Industries Represented– Banking, Chemicals, CPG, Electronics, Energy
Management, Food, Healthcare, Higher Education, Hospitality, Insurance, Manufacturing, Pharmaceutical, Pulp/Paper, Technology, Workforce Solutions
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Winning in a Customer-Driven World
Before the Sale1. Research the Organization2. Explore the Possibilities3. Vision the Success4. Elevate the Conversation
During the Sale5. Discover the Drivers6. Align the Teams7. Position the Fit8. Differentiate the Value
After the Sale9. Realize the Value
10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship
Beyond The Sales Process12 Proven Strategies for a Customer-Driven World
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…Before the SaleStrategy 1: Research the Organization Becoming a Student of Your Customer
• Their organization• News/developments• Culture• Industry• Drivers, objectives and
challenges• Their value proposition
• Their customers• Their partners• Their competitors• Their buying and
decision processes• Their people• Their history with you
Focus Areas for Visioning Customer Success
Research and Understand Your Customer
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…Before the Sale
Customer’s Success Criteria
Customer’s External Drivers
Customer’s Internal Challenges
Customer’s Business Objectives
Customer’s Personal Challenges
Customer’s Personal Objectives
Business Personal
Strategy 2: Explore the Possibilities Giving Your Customer a Reason to Engage
Customer’s Personal Drivers
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…Before the SaleStrategy 3: Vision the Success Visualizing Future Potential Value with Your Customer
Focus Areas for Visioning Customer Success
Accelerating Growth
Creating Value for Customer’s Customers
DrivingInnovation
Growing Loyal Customer Base
Gaining Competitive Advantage
ReducingCosts
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…Before the SaleStrategy 4: Elevate the Conversation Defining and Pursuing Customer Value Targets
What Your Customer Needs to Do?
Why This Matters…to Your Customer and to You?
How You Will Help Them Do It?Customer
Value Target
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Winning in a Customer Driven World
Before the Sale1. Research the Organization2. Explore the Possibilities3. Vision the Success4. Elevate the Conversation
During the Sale5. Discover the Drivers6. Align the Teams7. Position the Fit8. Differentiate the Value
After the Sale9. Realize the Value
10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship
Beyond The Sales Process12 Proven Strategies for a Customer-Driven World
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 5: Discover the DriversUnderstanding What’s at Stake for Your
Customer• What matters most to your customer
– External Drivers, Business Objectives, Internal Challenges– Success Criteria
• Asking value-focused questions– Not through the lens of your product or service– The focus is on value to your customer
• Establishing credibility and building trust– What they care about vs. what’s most important to you
• Data Information Insight Actionable Awareness– What will you do with what you now know?
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 5: Discover the DriversUnderstanding What’s at Stake for Your
Customer
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 6: Align the Teams Developing Customer Sponsors and Supporters
• Relationships Matter– Just ask customers…we did!
• Dimensions of Alignment– Relationships, Solutions, Footprints, Cultures
– Business Objectives
• Primary goal of external alignment– Developing customer sponsors and supporters
• Sometimes the most difficult alignment is internal!
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 6: Align the Teams Developing Customer Sponsors and Supporters
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 7: Position the Fit Competing for Customer Mindshare• You’re either positioning…or being positioned
• Positioning starts with your customer, not with your product• Your effective discovery and alignment, as well as your engagement before the
sale, provide the foundation for positioning• Core components of positioning:
– Products– Resources– Expertise– Service– Customer/Industry Experience– Brand/Reputation
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 7: Position the Fit Competing for Customer Mindshare Products
The configurations of your offerings that solve Customer problems Resources
The people, partners, technology, infrastructure that you provide to your Customers Expertise
The knowledge and skills that you apply and transfers to your Customers Services
Your value-added services that solve Customer problems and create value Customers
The experience that you have with organizations comparable to your CustomerBrand/Rep
Your reputation, corporate image and proven track record of success that provide assurance to your Customer
Products
Resources
Expertise
Services
Customers
Brand/Reputation
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 8: Differentiate the Value Creating a Customer Preference (for You)• Impossible to do without first capturing mindshare
• Key areas for creating customer preference– The fit of your solution against your customer’s requirements– The uniqueness of your business value to your customer– A partnership with your organization
• Planning to Win is about helping your customer see greater value in what you have to offer
• Your value edge creates space: between you and your competitor– The difference between the value you propose and what your
competitor proposes– Without a value edge…there’s risk, commoditization, losses
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 8: Differentiate the Value Creating a Customer Preference (for You)A Framework for Communicating Your Unique Value and
Developing Your Value EdgeCustomer’s
External DriversWhat external drivers and pressures are impacting your customer’s business?
Customer’s Business Objectives
What is your customer doing to address their external drivers and pressures?
Customer’s Internal Challenges
What could prevent your customer from meeting their business objectives?
Your Solutions
How will you work together with your customer to resolve their internal challenges?
Your Advantages
How are you different from your competition in resolving these internal challenges?
Your Successes
Which other customers have you helped resolve similar internal challenges?
Your Unique Value
How have you created/will you create value to help the Customer achieve their objectives and address their drivers?
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the SaleStrategy 8: Differentiate the Value Creating a Customer Preference (for You)Testing Your Effectiveness
1. Are you better positioned with your customer’s approvers, decision makers, recommenders, and influencers than your competition?
2. Does your customer believe that you offer a stronger solution fit than your competitors?
3. Have you provided your customer with proof of your ability to create and co-create measurable business value?
4. Have you developed and validated your customer-specific value proposition with your customer?
5. Are your customer sponsors and supporters able to articulate your unique value within their organization?
6. Does your customer’s vision of meeting their objectives align with your value/unique value?
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…During the Sale
Before the Sale1. Research the Organization2. Explore the Possibilities3. Vision the Success4. Elevate the Conversation
During the Sale5. Discover the Drivers6. Align the Teams7. Position the Fit8. Differentiate the Value
Beyond The Sales Process12 Proven Strategies for a Customer-Driven World
Discovery Alignment Positioning Differentiation
Differentiation Positioning Alignment Discovery
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Winning in a Customer-Driven World
Before the Sale1. Research the Organization2. Explore the Possibilities3. Vision the Success4. Elevate the Conversation
During the Sale5. Discover the Drivers6. Align the Teams7. Position the Fit8. Differentiate the Value
After the Sale9. Realize the Value
10. Validate the Impact 11. Adapt the Approach 12. Expand the Relationship
Beyond The Sales Process12 Proven Strategies for a Customer-Driven World
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…After the SaleStrategy 9: Realize the Value
Meeting/Exceeding Customer Expectations
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…After the SaleStrategy 10: Validate the Impact Measuring Success with Your Customer
Defining the Impact Zones of Customer/Supplier Performance
Value Alignment
Relationships Growth
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…After the SaleStrategy 11: Adapt the Approach Applying Lessons Learned w/Your CustomerPlanning to Grow with Your Customer
After the Sale
Plan Execute
Adapt Review
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
Driving Success…After the SaleStrategy 12: Expand the Relationship Leveraging Your Past Proven Value
Plan Execute
Adapt Review
Ending with the Beginning in Mind: Seizing Momentum to Engage, Win and Grow Again!
How have you helped your Customer realize
value?
Who achieved success as a result of
this value?
Where could you help your Customer achieve
success again?
Why should your Customer re-engage
with you?
.
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© 2016 – Beyond the Sales Process, LLC BeyondTheSalesProcess.com
How Top Performers Win in a Customer-Driven World
Steve Andersen &Dave SteinJune 2016