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Anthony Iannarino - Value Creation: How to Win More Deals, Increase Wallet Share, and Improve...
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Transcript of Anthony Iannarino - Value Creation: How to Win More Deals, Increase Wallet Share, and Improve...
#SalesSummit | @iannarino
#SalesSummit | @iannarino
Capturing Value
How to Win More Deals, Increase Wallet Share, and Improve Margins by Leading
Value
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Margin Pressure
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The Way Forward
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L1: Product L2: Experience
L3: Business Outcomes
L4: Strategic Partner
• Good Product or Service
• Undifferentiated• Doesn’t generate
loyalty• Commoditized
• Outstanding service and support
• Not enough for B2B • Isn’t proactive in solving
business problems
• All prior attributes• Solves business
problems• Tangible results
• Prone to loss through dissatisfaction
• Commoditized
• All prior attributes• Strategic outcomes• Envision and create
the future• Integrated• Proactive
• Difficult to create and maintain
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Level 4 Value Creation™
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Create a Culture of Value
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Culture Rules • Hungry, not desperate• Value before price• Enforce your business strategy
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Train Value Creators
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Training Rules• Train:
– Business acumen, situational knowledge, value creation– Provide experiences and time to develop
• Coach:– Identification of needs, call prep, and opportunity prep
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Enforce a Value Creating Process
Building or Capturing
Dissatisfaction
Helping Discover or Collaborate
around Needs
Building Consensus
Around Needs
Prospect Purchasing Evaluates Options
Resolution of Concerns
Eliminating an Evaluation of
Options
Prospect is Dissatisfied
Prospect Determines Their Needs
Prospect Purchasing Resolves Concerns
2. Opportunity for Value Creation and Capture
1. No Opportunity for Value Creation
Prospect Purchasing
Enters
Sales Organization
Enters Process
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Transactional
Playing Too Low Avoiding Difficult Conversations
Not Pricing Based on Value
Not Taking Initiative
Using Wrong Medium
Skipping Stages in Sales Process
Putting Pricing First (Emailing)
#SalesSummit | @iannarino © 2013. S. Anthony Iannarino. All Rights Reserved.
Email: [email protected]: www.thesalesblog.com