Martyn Lewis 13 th February 2009. ©2008 Market-Partners Inc. CONFIDENTIAL MARKET-PARTNERS...

Martyn Lewis13th February 2009

©2008 Market-Partners Inc. CONFIDENTIAL

MARKET-PARTNERS

•Market-Partners is the world’s leading independent consulting company focused upon increasing business-to-business organizational sales effectiveness

•100+ Client organizations

•30,000+ sales professionals

•37+ countries

© 2008 Market-Partners Inc. — CONFIDENTIAL

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17%THE SELLING CRISIS

RULE #1


When you are committed to a selling process, it really helps if there is someone else involved who is equally committed to a buying process

FIRST GENERATION SELLING


BUYING:

Communication: Face to face

Choice: Few

Process: Simple

SELLING:

Focus: Product

Success: Selling skills

SECOND GENERATION SELLING


BUYING:

Communication: Telephone

Choice: Some

Process: Multi-transactional

SELLING:

Focus: Solution

Success: Sales process

CHANGE ARRIVED AGAIN


EMPOWERED BUYERS


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NETWORKED ORGANIZATIONS


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FULLY DEPLOYED RESOURCES


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SHIFT HAPPENS


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Is sales now just a spectator sport?

THIRD GENERATION SELLING


BUYING:

Communication: Internet

Choice: Unlimited

Process: Multi-dimensional

SELLING:

Focus: Buying process

Success: Synchronizing selling

to the buying process

STEPPING UP TO 3rd GENERATION SELLING

Step 1: Map the customer’s buying process

Step 2: Craft the organizational selling strategy

Step 3: Synchronize selling to buying


STEP 1: Map the customer’s buying process


BUYING IS NOT A RANDOM ACTIVITY


•Consistent and predictable steps

•Key players by function or role

•Value drivers and buying style

4-Q BUYING MODEL

Choice Unique

I know

You know

Any one of many

suppliers can offer what I need Only one

supplier can provide what I

need

I have a need, and I know what

I want

I have a need, and I don’t know

what I want


4-Q BUYING MODEL

Choice Unique

I know

You know

Free

Discounts


BUYING STYLE AND DRIVERS

Choice Unique

I know

You know

•Competition•Price•Good enough•Strategic sourcing



Choice Unique

I know

You know

•Brand•Service•Provision of unique value•Relationship




Choice Unique

I know

You know



•Expertise•Capability



Choice Unique

I know

You know



•Expertise•Capability

•Educated customers•In-house expertise


STEP 2: Craft the organizational selling strategy


SELLING STRATEGY


1. Market focus

•Which quadrant?

•How to move customers to that quadrant?

•How to manage outside of that focus?

2. Where to engage in the buying process?

3. How to influence the buying process?

INFLUENCING THE BUYING PROCESS


1. Gain new opportunities

2. Increase probability of selection

3. Decrease time to commitment

4. Increase size of spend

STEP 3: Synchronize selling with buying


SYNCHRONIZING SELLING WITH BUYING

•The buying process is the dominant process

•The buying process step and style dictates the optimal selling activities,

that will:

•Increase probability of being selected

•Decrease time through buying process

•Increase size of investment


MANAGING THE TOTAL PIPELINE


1. Determine the optimal pipeline to maximize results

2. Balance investment across the total pipeline

3. Maintain a healthy pipeline of opportunities synchronized to the buying process

STEPPING UP TO 3rd GENERATION SELLING


LETTING GO OF THE PAST

1. You can’t differentiate in a commodity world

2. Calling high is the key to success

3. Managing a sales opportunity

4. Shortening the sales cycle

5. ROI to gain commitment

6. A single decision maker

7. Forecast probabilities

8. Finding latent pain

9. Solution selling

10. Selling harder = Success


THE FORMULA FOR SUCCESS HAS CHANGED


3rd Generation Selling

Synchronizing selling to buying

1st Generation Selling

Improving selling skills

2nd Generation Selling

Implementing a sales process

Questions?



RESOURCES

www.market-partners.com

Roundtable discussion with a Principal from Market-Partners

Focused conversation:

•Applicability to your business

•Areas of immediate return


Thank youThank you

Martyn Lewis

www.market-partners.com

[email protected]

707 575 4722

Martyn Lewis 13 th February 2009. ©2008 Market-Partners Inc. CONFIDENTIAL MARKET-PARTNERS...

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