Closing the gap: Your sales process and their buying process
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Transcript of Closing the gap: Your sales process and their buying process
© 2014 ValueSelling Associates, Inc. All rights reserved.
This document contains proprietary information of ValueSelling Associates. Its receipt or possession does not convey
any rights to reproduce or disclose its contents or to manufacture, use, or sell anything it may describe. Reproduction, disclosure, or
use without specific written authorization of ValueSelling Associates is strictly forbidden.
Closing the Gap: Your sales process and their buying process
Jim Roche
Managing Partner
ValueSelling Associates, Inc.
April 3, 2014
© 2014 ValueSelling Associates, Inc. All rights reserved.
13579 vs US
Wuzzle
© 2014 ValueSelling Associates, Inc. All rights reserved.
Our agenda
Why are the odds against us?
How do they buy?
Where’s the whitespace?
What to do when we’re late to the party?
Summarize the goal!
© 2014 ValueSelling Associates, Inc. All rights reserved.
Why are the odds against us?
“As long as sales has existed, so has the sales cycle…We manage to it, train and
forecast to it, buy systems to automate it, and untold numbers of companies have
been founded to help us manage it more effectively. The trouble is, significant
changes in the buying environment mean most buyers can no longer be dragged
through a sales cycle, but rather maneuver themselves through their own cycles
with dynamics that change regularly. The significance of this reality can’t be
understated; it means that at the heart of nearly every sales activity in nearly
every organization today, there lies a fatal flaw.”
– Source: SiriusDecisions “So Long, Sales Cycle”
© 2014 ValueSelling Associates, Inc. All rights reserved.
What’s new?
Buyers are more informed
There are more buyers
They have a purchasing process
Buyers are engaging
later and later
© 2014 ValueSelling Associates, Inc. All rights reserved.
57 B2B customers are 57%
through the buying process
before they talk to you *Source: The Corporate Executive Board
© 2014 ValueSelling Associates, Inc. All rights reserved.
%
© 2014 ValueSelling Associates, Inc. All rights reserved.
Our agenda
Why are the odds against us?
How do they buy?
Where’s the whitespace?
What to do when we’re late to the party?
Summarize the goal!
© 2014 ValueSelling Associates, Inc. All rights reserved.
Solution Vendor Selection Education
Loosening
of the
Status Quo
Committing
to Change
Exploring
Possible
Solutions
Committing
to a
Solution
Justifying
the Decision Making
the
Selection
1
.
2
. 3
. 4
.
5
.
6
.
SiriusDecisions customer buying cycle
© 2014 ValueSelling Associates, Inc. All rights reserved.
The Value Buying Process™
VALUE
Confirm BUSINESS
ISSUE
PROBLEM
POWER PLAN
Confirm
Differentiated
VisionMatch™
SOLUTION
BUSINESS
OBJECTIVE
© 2014 ValueSelling Associates, Inc. All rights reserved.
BUSINESS
OBJECTIVE
BUSINESS
ISSUE
PROBLEM
BUSINESS
ISSUE
SOLUTION
PROBLEM
BUSINESS
ISSUE
SOLUTION
VALUE
POWER
PLAN
© 2014 ValueSelling Associates, Inc. All rights reserved.
Our agenda
Why are the odds against us?
How do they buy?
Where’s the whitespace?
What to do when we’re late to the party?
Summarize the goal!
© 2014 ValueSelling Associates, Inc. All rights reserved.
BUSINESS
OBJECTIVE
BUSINESS
ISSUE
PROBLEM
BUSINESS
ISSUE
SOLUTION
PROBLEM
BUSINESS
ISSUE
SOLUTION
VALUE
POWER
PLAN
© 2014 ValueSelling Associates, Inc. All rights reserved.
Where have you entered?
Do you understand the
buyers’ process?
Do they understand your
capabilities?
Are those understandings
complete?
© 2014 ValueSelling Associates, Inc. All rights reserved.
Our agenda
Why are the odds against us?
How do they buy?
Where’s the whitespace?
What to do when we’re late to the party?
Summarize the goal!
© 2014 ValueSelling Associates, Inc. All rights reserved.
Key components
What is the common goal?
How do we work together?
© 2014 ValueSelling Associates, Inc. All rights reserved.
Customer’s Point of View
Business Issues
Problems Solutions
Common goal = Shared vision
© 2014 ValueSelling Associates, Inc. All rights reserved.
So what is it?
Your
capabilities
Your
competitor’s
capabilities
Your prospect’s vision
© 2014 ValueSelling Associates, Inc. All rights reserved.
Changing the game
PROBLEM SOLUTION
Requirement A
Requirement B
Requirement C
Problem A
Problem B
Problem C
Problem D
Problem E
Problem F
Requirement D
Requirement E
Requirement F
VALUE
BUSINESS
ISSUE
Value accrued = $A + $B + $C
Value accrued = $A + $B + $C +$D +$E + $F
© 2014 ValueSelling Associates, Inc. All rights reserved.
Changing the game
PROBLEM SOLUTION
Requirement A
Requirement B
Requirement C
Problem A
Problem B
Problem C
Problem D
Problem E
Problem F
Requirement D
Requirement E
Requirement F
VALUE
BUSINESS
ISSUE
Value accrued = $A + $B + $C
Value accrued = $A + $B + $C + $D + $E + $F
Incre
asin
g
Prio
rity
© 2014 ValueSelling Associates, Inc. All rights reserved.
Our agenda
Why are the odds against us?
How do they buy?
Where’s the whitespace?
What to do when we’re late to the party?
Summarize the goal!
© 2014 ValueSelling Associates, Inc. All rights reserved.
Keys to success
Agility
Know their business
Provide value beyond product
information
Collaborate to help them succeed
Ask probing questions
© 2014 ValueSelling Associates, Inc. All rights reserved.
© 2014 ValueSelling Associates, Inc. All rights reserved.
At the end of today’s webinar…
Download a copy of today’s presentation from our website
www.valueselling.com
Go to Resources > Webinars
© 2014 ValueSelling Associates, Inc. All rights reserved.
Next month’s webinar
The business of knowing your customer’s business:
The key to selling value
May 13, 2014
9:00 AM PST
Marilyn Janas
ValueSelling Associate
© 2014 ValueSelling Associates, Inc. All rights reserved.
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The proven formula for accelerating sales results.
Thank you!
Jim Roche
+1 203 978-1677
@JimRoche2