Illuminated selling

illuminated selling the path to sales growth through customer focus

:: mike kunkle ::

:: transforming sales results ::

Educate Connect Develop

http://creativecommons.org/licenses/by-nc-nd/3.0/

illuminated selling

our plan

the state of the sales profession

the four pillars of sales value creation

trends in sales methodology

plenty of discussion throughout

q&a / discussion at end with “what’s next?”

:: mike kunkle :: transforming sales results :: 2

illuminated selling

state of the sales profession buyers are avoiding us

CEB: B2B buyers are 57% through their buying decision before

contacting suppliers... buyers need insights, not information

Sirius Decisions: buyers are conducting 67% of their purchase

research digitally


http://www.executiveboard.com/exbd/sales-service/sales/index.page

http://www.siriusdecisions.com/

illuminated selling

state of the sales profession there’s a reason

SiriusDecisions: the greatest inhibitor to growth is the inability of

reps to communicate value

Forrester: less than 15% of sales calls add value (execs surveyed)


http://www.forrester.com/Sales-Enablement

illuminated selling

state of the sales profession the value gap has other implications

CSO Insights / Sales Benchmark Index: between 26% - 58% of

deals end in no decision

CSO Insights: the percentage of reps meeting/exceeding quota

dropped from 63% to 58% for 2013

CSO Insights: 65% of top sales leaders said their top objective is

capturing new accounts – 67% said that their team "needs

improvement" in generating leads


http://www.csoinsights.com/

http://www.salesbenchmarkindex.com/

illuminated selling

state of the sales profession sales managers aren’t helping to change this

Nightingale-Conant: 67.21% of sales managers are not coaching

and 52.34% say they are too busy to coach

Objective Management Group: only 15% of sales managers spend

25% of their time on coaching (and the time they do spend is

generally ineffective)

Sales Management Association: front-line sales managers spend

only 26% of their time (average of 3 hours/rep/month), managing

sales performance


http://www.nightingale.com/



http://www.objectivemanagement.com/

http://salesmanagement.org/

illuminated selling

state of the sales profession: buying behavior

adapted with permission ©Richardson

social crowdsourcing

procurement involvement

the internet

higher expectations

less tolerance for questions

more decision makers

executive involvement

more RFPs

“Selling has changed because

buying has fundamentally changed.” Brian Featherstonehaugh, Chairman & CEO, Ogilvy One Worldwide

also see: http://tonyzambito.com/7-b2b-buying-behavior-trends-watch-2014/


http://www.richardson.com/

http://tonyzambito.com/7-b2b-buying-behavior-trends-watch-2014/













illuminated discussion

how is (or isn’t) this impacting lumina?


state of the sales profession buyers research habits sales avoidance other buying habit evolutions difficulty with lead generation difficulty achieving quotas sales coaching void

illuminated selling

reminder: the state of sales value creation

SiriusDecisions: the top inhibitors to sales growth:

– the inability to articulate a value message

– a lack of subject matter expertise of the buyer’s industry or their solution

Forrester: less than 15% of sales calls add value, according to executives surveyed

– less than 10% would schedule a follow up meeting


illuminated selling


financial

operational

customer

solution



illuminated selling


organization – planning – prioritization & focus – task management

analysis – research skills – problem identification – problem solving – critical thinking

learning – learning agility – unlearning – metacognition

communication – listening – dialogue – influencing – negotiating

value creation – financial – operational – customer – solution

judgment – interpret | decide | respond – sales utility belt

being present interpretation decision-making purposeful competence

networking – sales etiquette – social selling – connecting / helping

what the top 4% of sales producers do differently

http://www.slideshare.net/MikeKunkle/astd-ice-2014-22nd-century-selling-skills-mike-kunkle-posting





















financial acumen

illuminated selling


financial acumen / business model acumen

how does the business…

generate revenue

measure profit

manage expenses and costs

assess and manage risk

accomplish objectives

achieve vision and mission

http://www.amazon.com/Bottom-Line-Selling-Professionals-Improving/dp/1935961322

http://www.amazon.com/Financial-Intelligence-Managers-Knowing-Numbers/dp/1591397642

illuminated selling


financial / business model acumen

for your customers and buyers, what are the…

key performance indicators

verifiable outcomes

lead and lag indicators

metrics that matter

ways that they are measured and evaluated

how do these…

key performance indicators

verifiable outcomes

lead and lag indicators

metrics that matter

ways they are measured and evaluated

illuminated selling


financial / business model acumen

link to their…

mission and vision

strategic objectives

tactical plans

issues and opportunities

personal and business performance

and how does…

your solution move the needle for them?


how does financial acumen apply at lumina?


how customers do business generate revenue measure profit manage expenses and costs assess and manage risk accomplish objectives achieve vision and mission

how they measure key performance indicators verifiable outcomes lead and lag indicators metrics that matter ways your buyers are measured and evaluated

how those measures connect mission and vision strategic objectives tactical plans business issues and opportunities personal performance and business performance

how your solution provides value how does your solution move the needle? can you tie your solutions back to what really matters for them, financially? can you tie your solutions back to the non-financial metrics and measures?

operational acumen

illuminated selling


operational acumen who does what

sales process support

customer experience management

how things get done in organizations – in your company

– in your customer’s company

political and cultural considerations

execution and making things happen

Process Knowledge

Political Savvy

Emotional Intelligence

Execution Skills


how does operational acumen apply at lumina?


sales process support what internal support and tools do you provide to your sales teams? what are your process milestones? how is this support rated by those sales teams? how is it improving win-rate?

customer experience support how do your process and support improve customer experience? have you mapped your buyer’s journey? does your sales process support it? are you making it easy to buy? do you use win/loss, NPS and CABs?

navigating politics & culture how do you acknowledge politics and culture? how do you account for their influences on the sales cycle? what do you teach about this how do you support reps/buyers?

disciplined execution how do you teach and conduct market, territory, account and action planning? how do you follow-up to ensure progress and hold reps accountable? what do you teach and expect regarding effective and disciplined execution?

customer acumen meets

solution acumen

illuminated selling


customer acumen

market conditions / buyer issues situation assessment and SWOT analysis (preferably by buyer persona)

implications negative consequences of inaction positive outcomes of action how both tie to organization performance / KPIs / metrics that matter – increase revenue, improve profit, reduce costs – manage risk, accomplish objectives, achieve mission and vision

need statement from the buyer perspective – no hint of seller or solution


illuminated selling

solution acumen

sales solution architecture (with messaging by buyer persona)

solutions / action recommendations to address issues – enabled by capabilities / differentiators – made possible by products / services / features / benefits

outcomes negative consequences avoided positive outcomes gained (with real value examples from other clients) how both tie to organization performance / KPIs / metrics that matter – increase revenue, improve profit, reduce costs – manage risk, accomplish objectives, achieve mission and vision



illuminated selling customer acumen market conditions / buyer issues

situation assessment /SWOT analysis (by buyer persona)

implications negative consequences of inaction positive outcomes of action how both tie to organization performance / KPIs / metrics

revenue, profit, costs, risks, objectives, mission, vision


solution acumen sales solution architecture (with messaging by buyer persona)


outcomes negative consequences avoided positive outcomes gained (with real value examples) how both tie to organization performance / KPIs / metrics


what… most people think matters most sellers do most sales training teaches



illuminated selling customer acumen market conditions / buyer issues

situation assessment /SWOT analysis (by buyer persona)

implications negative consequences of inaction positive outcomes of action how both tie to organization performance / KPIs / metrics



solution acumen sales solution architecture (with messaging by buyer persona)


outcomes negative consequences avoided positive outcomes gained (with real value examples) how both tie to organization performance / KPIs / metrics


what… really matters the top 4% of sellers do you should teach and do





how do these acumens apply at lumina? customer acumen market conditions / buyer issues

situation assessment /SWOT analysis

implications negative consequences of inaction positive outcomes of action how both tie to organization performance/KPIs/metrics



solution acumen sales solution architecture


outcomes negative consequences avoided positive outcomes gained (with real value examples) how both tie to organization performance/KPIs/metrics


what is your customer acumen? buyer personas market conditions & buyer issues +/- implications & outcomes defined both tied to KPIs need statements

what is your solution acumen? solutions/capabilities/differentiators (not just features/benefits) +/- consequences & outcomes defined dot connections: issue / implications / outcomes / KPIs

trends in sales methodology

illuminated selling

some trends in sales methodology

the hold-outs for “sales techniques”

the realities of transactional selling

the foundations of consultative selling

the disruption with challenger selling

the outgrowth of various insight selling approaches

buyer personas, buyer’s journey, buyer-focused methods

social selling

sales and marketing alignment

sales enablement tools



how are these trends shaping lumina? (if they are)


old sales techniques

sales enablement

consultative selling

s & m alignment

social selling

buyer-focused methods

insight selling

challenger sales

transactional selling

what’s on your mind?

?

questions thoughts

concerns ideas

? ? ?

? ? ?

? what’s next

for you?

appendix illuminated selling

:: mike kunkle ::

:: transforming sales results ::


about mike kunkle

mike is a training and organization effectiveness leader with special expertise in sales force transformation.

after his initial years on the frontline in sales and sales management, he spent the next 21 years as a corporate manager or consultant, leading departments and projects with one purpose – improve sales results.

today, in his role as commercial training & development leader for a Fortune 10 corporation, mike uses his in expertise in best-in-class learning strategies, methods, processes, and change leadership to develop the capabilities of sales representatives and sales managers to drive business results.

mike freely shares his own sales transformation methodology, speaking at conferences and writing online (see http://slidesha.re/PerfLevers082011 and http://bit.ly/EffectiveSalesLearningSystems as examples) and can be reached at <mike at mikekunkle dotcom>, through his blog at http://www.mikekunkle.com, or on various social media sites. – linkedin – twitter – google+ – slideshare

let’s get connected!

http://www.mikekunkle.com/about-me

the thoughts and opinions expressed are my own and protected by creative commons copyright


http://slidesha.re/PerfLevers082011

http://bit.ly/EffectiveSalesLearningSystems

http://www.mikekunkle.com/

http://www.linkedin.com/in/mikekunkle

https://twitter.com/Mike_Kunkle

http://gplus.to/mikekunkle

http://gplus.to/mikekunkle

http://www.slideshare.net/MikeKunkle





sales value creation: financial acumen



http://fastpartners.com/

http://corporatevisions.com/solutions/the-right-skills/justification-skills/

http://www.bts.com/docs/newsletter/BTS_Insights_Business_Acumen

http://www.paradigmlearning.com/business-needs/business-acumen-and-financial-literacy.aspx

http://www.celemi.com/What-we-do/Business-Simulations/Apples--Oranges/

http://www.falconperformance.com/training.html

sales value creation: operational acumen

http://www.4dxbook.com

http://gettingthingsdone.com

http://scottberkun.com/2012/how-to-make-things-happen

http://www.amazon.com/What-Got-Here-Wont-There/dp/1401301304

http://moveyourcompanyforward.com/2011/11/15/skills-for-success-the-experts-show-the-way


appendix: resources



















http://fastpartners.com/








http://www.bts.com/docs/newsletter/BTS_Insights_Business_Acumen





















http://www.falconperformance.com/training.html

http://www.4dxbook.com/

http://gettingthingsdone.com/


































value creation: customer + solution acumen

http://tonyzambito.com/resources/ (buyer personas)

http://www.buyerpersona.com/ (buyer personas)

http://www.marketinginteractions.com/ (buyer personas)

http://www.mikekunkle.com/2014/04/06/the-path-to-sales-growth-through-customer-focus-part-1/

http://www.mikekunkle.com/2014/04/13/the-path-to-sales-growth-through-customer-focus-part-2/ http://www.mikekunkle.com/2014/04/18/the-path-to-sales-growth-through-customer-focus-part-3/

http://www.cmo.com/articles/2012/8/14/the-key-to-customer-experience-is-customer-understanding.html

http://partnersinexcellenceblog.com/how-well-do-you-understand-your-customers-business/

sales methodology trends

http://www.amazon.com/Consultative-Selling-Formula-High-Margin-Levels/dp/0814416179/

http://www.richardson.com/What-We-Do/Learning-Solutions/Generate-Opportunities/Richardsons-Selling-with-Insights/

http://www.amazon.com/Lets-Get-Real-Not-Play/dp/1591842263

http://www.amazon.com/The-Collaborative-Sale-Solution-Selling/dp/1118872428

http://www.rainsalestraining.com/sales-resources/books/insight-selling/

http://www.executiveboard.com/exbd/sales-service/challenger-sale/index.page


appendix: resources

http://tonyzambito.com/resources/

http://www.buyerpersona.com/

http://www.marketinginteractions.com/
















































































































































Illuminated selling

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