Fearless telling beats selling slim
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Transcript of Fearless telling beats selling slim
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Solution tellingbeats
solution selling
Fearless
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How after the 2008 crisis did some people
actually grow sales?
Researchers asked:
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6000 Interviews with sales staff, managers, buyers, CEOs,
consultants and customersResearch by CEB - members only Sales Advisory firm – authors of The Challenger Sale
Research:
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Stars lead with authentic insight
Tell beats sell
Key findings
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Clients have becomeimmune to
solution selling
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Solutions fatigueRepetitive questionsSceptical of impact
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Clients often offerbest guesses when asked about needs
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Clients exploit cosyinformation sharing relationship model
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Customers prefer to be told based
on genuine insight
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Clients want:Unique perspectives
Well constructed argumentsInsight into their value drivers
Grasp of all dynamic market forcesTranslate ideas into quantifiable value
Willingness to press for action
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Fearless SellingSet the agenda
Control the outcome
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Emphasis shifts tofiguring out client’s
best path first
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Top Performersproject ability to
see wood for trees
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Work ON the client’s business rather thantrying to work IN it
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ON versus IN Account Plans
• IN Thinking• Structured• Predictable• Time constrained• Non-threatening• Deductive• Clear boundaries
• ON Thinking• Freeform• Unpredictable• Intuitive revelation• Induces anxiety• Inductive• Crosses functions
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Breakthrough Coaching &Workshops
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Where are you?Where are you going?
How to get there?
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If you don’t knowwhere you are going it doesn’t matter which
direction you take
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Account plan withmarketing, finance, IT, PR and analysts
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Converge strategic market insights &
sales proposals
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Cross functionalRich in data
Vision to Action
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Where are you?SWOT, PEST, GAP
5 Forces, GE Grid ++
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Understand market dynamics better than the client
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Understand market dynamics better than the client
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Understand market dynamics better than the client
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Understand market dynamics better than the client
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Where you going?Options generationCommercial acumen
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Facilitated Options Generation
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Facilitated Options Generation
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How to get there:5 question test
of best client option
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Our proposal must:Sell more or cut costs
Win widespread supportBe supported by data
Easy to implementTough for competition to copy
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Without a pre-prepared strategic breakthroughand the fearless attitude
to lead with itthe conversation takes
place on the client’s terms
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Pilot your firstBreakthrough
Workshop
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Release potentialCreative connections
Competitive edge
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1 & 2 day sessionsOngoing coaching
Pitch rehearsal
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FunFast
Effective
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Acknowledgements and primary research sources