Sales Training Series: To Win More Business · maintain only a surface -level understanding of the...

PRESENTED BY:

Krista Moore and Phil Barnette

Sales Training Series: To Win More Business

September 22nd Recorded Session Available!

©K.Coaching, Inc. Kcoaching.com 919-554-4505

Sales 2.0 October 6th, 12:00 PM ET

Understand Customers’ Needs

October 20th, 12:00 PM ET

Winning Proposals

November 3rd, 12:00 PM ET

Training Sessions

Sales 2.0


Price

Product Service

Traditional Sales Conversations

Level 5 Customer Conversation

Professional Visitor

Low Price Provider

Product Teller

Solution Provider

Trusted Advisor

Sales Knowledge & Skills

Cus

tom

er L

oyal

ty


Professional Visitor

Level 1 “Hello, is there anything that I can help you with today?”

Stopping by with regularly scheduled visits, but

maintain only a surface-level understanding of the customer’s actual business

Friendly, low-level sales rep, unlikely to ever gain access to the “C” suite, or into larger accounts

Unfortunately the future is not very bright for this type of sales rep. Whether you are visiting over the phone or in person, you are likely to be perceived as bothersome and

low value to the younger generation of buyers.


Low Price Provider

Level 2 “We can meet or beat anyone's prices”

Tend to believe that the only reason customers buy

from them is because they have the lowest price

Speak at a transactional item or order level

Often dismissed by big picture thinkers

You may be successful with customers sharing their current costs, or getting a list of items to quote on. However, you will need to maintain a very high-level of call activity to find

continued success in the future, as you are competing against so many other low-priced providers.


Product and Services Teller

Customers may perceive you to be a poor listener or uncaring when it comes to their needs. Your customers may also believe that you are wasting their time. If all they want is

information on products and services, they can find it easily on the Internet.

Level 3 “We can do this, this, and this.”

Tend to believe it is their job to keep the customer

informed

Speak company’s messaging, but relies on the prospect to translate what it all means to them


Solution Provider

Solution Providers speak the prospect’s language and can articulate value in a manner that resonates with the customer. Being a Solution Provider is your key differentiator when it

comes to winning new business and creating loyal customers.

Level 4 “I understand you have a need for ______. And our solution will have this, this, and this impact.”

Asks questions to understand customer’s needs

Thinks through an effective account strategy plan prior to

conversing with the customer


Trusted Advisor

Relied on by customers to let them know what they need and when they need it. You have their best interest in mind and they know it.

Level 5 “Your business success depends on _____. And it needs to be implemented right away.”

Earned the status of partner in their customer’s

business

Seen as someone who can accelerate business impact and results


Sales 2.0 Conversation Understand Business Needs Consultative Approach Value-Based Solutions Marketing Mindset Build Partnerships and Relationships

Traditional Conversation

Perceived Needs

Product, Price and Service

Focus on What YOU Do

Price Proposals ONLY

Lower Level Entry


#1 - Understand the Client's Business What initiatives are top-of-mind for your company this year? What challenges do you expect to face in reaching your overall company goals?

What are the top priorities for your purchasing department this year (quarter)?

What are your personal goals for your position?

Stay high, dig deep!

Understand Process Needs


#2 - Consultative Approach

WHAT Clearly understand their situation/circumstance Gain awareness through identifying the gaps they have in

reaching their goals Create an action plan together

HOW Ask open-ended questions Get a conversation going Show interest and concern Listen and rephrase


#3 - Value Based Solutions

Delivering meaningful value to your clients by aiding in their success as a business:

– increasing revenue, enhancing profitability, and/or reducing cost…

The average B2B buyer regards a sales person’s relevant business knowledge as being far more valuable than their ability to regurgitate product features, functions and benefits.

Conversations should be Value-Based, and focused on solutions

tied to their business success.


Why Change Conversations?

Growing gap between Current conversations 88% proficient product knowledge vs. 24% proficient in business challenges conversations

current conversations what customers want vs.

88% proficient 24% proficient

4X Sales reps are less likely to have good conversations that the buyers find 4X more valuable.

Meet Your Real Decision Maker

The Old Brain: Personal

Emotional

Survival


Products and Services

Impact

Value Customer Focused

You

(Business or Personal)

(Process)

“The Buyers” Perspective

Discover the Value You Can Bring


#4 - Marketing Mindset


Better Together!


Lead generation through a marketing hand off

Consistent brand and message – repurposed Website, email communications,

proposals

Make social marketing and social selling a part of your sales process

Align your sales focus to marketing campaigns

Think Like A Marketer

SMarketing


Shipbuilding How can you make your Ships better,

stronger, and more meaningful? ------------------------------------------

List your 3 most important Relationships and Partnerships.

-------------------------------------------- What are you going to do

intentionally and proactively to build them?

#5 - Build Partnerships and Relationships

SalesforLife™

As buyers become more informed, the need for sales becomes more obsolete.

Vendors

33% job loss or close to 550,000 out of 1.6 million jobs. Replaced by self-

service portals.

25% job loss or 400,000 out of 1.5 million. Sales people who just convey information

are no longer required.

Strategic Partners

This position is expected to grow 10% job gain, 550,000

from 500,000.


The Next Generation of Buyers

Want to work with companies that know and understand their business, challenges, and needs

Want to feel the impact, know the ROI, and feel the value

Want to work with sales professionals that are experts in their field (consultative)

Want to work with companies that are strategic partners


The Next Generation of Buyers

Expect fast, effortless service and response time

85% of buyers prefer digital channels - except for new purchases

Don’t want their time wasted with a sales person educating them

91% of B2B buyers said they would like to interact with a sales person on price negotiations


Confidence

Improved retention rates

Close more business

Improved professionalism

Purposeful, solid, meaningful relationships!

Advantages of Sales 2.0


Conversation Model

Connect with a customer based on a clear understanding of specific objectives and challenges

Align how your solutions can impact the customer’s desired outcomes

Create value that has an emotional appeal to the customer


Understand Customers’ Needs October 20th, 12:00 PM ET

Winning Proposals November 3rd, 12:00 PM ET

Training Sessions

PRESENTED BY:

Krista Moore and Phil Barnette

Sales Training Series: To Win More Business

Sales Training Series: To Win More Business · maintain only a surface -level understanding of the...

Documents

Transcript of Sales Training Series: To Win More Business · maintain only a surface -level understanding of the...