Salespeople Do The Darndest Things Product Camp 2010
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Transcript of Salespeople Do The Darndest Things Product Camp 2010
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Copyright 2010- LÛCRUM MARKETING
Salespeople Do the Darndest Things – And It Might Be Product Management’s Fault!"
Presented by:
Tom Evans - Lûcrum MarketingSheryl Posey – Consultant
Mike Boudreaux – Emerson Process Management
March 27, 2010
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Copyright 2010 - LÛCRUM MARKETING
Panel Discussion - 1
Share a couple of examples of things salespeople have done that has caused tremendous irritation and frustration to you as a product manager?
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Copyright 2010 - LÛCRUM MARKETING
Some Darndest Things
• Pursue opportunities outside of focus• Request marketing tools for solutions that don’t exist• Sells features (even those that don’t exist)• Promise features for products• Demands new features to close a deal
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Copyright 2010 - LÛCRUM MARKETING
Panel Discussion - 2
What is the impact to your company, to your product or to sales when salespeople do these things?
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Copyright 2010 - LÛCRUM MARKETING
The Impact
• Wasted resources on an opportunity that was a long shot.• New features in the product that nobody needs.• A frustrated and irritated executive team.• Confusion in the market place on what the company does.
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Copyright 2010 - LÛCRUM MARKETING
Why sales people do the darndest things?
1. That’s just the way sales people are.
2. They were never properly enabled with the right knowledge and tools.
PM
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Copyright 2010 - LÛCRUM MARKETING
Panel Discussion - 3
What are some tools that you have created or used that were effective in enabling the sales team?
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Copyright 2010 - LÛCRUM MARKETING
Goals of Sales Enablement
• Ensures everyone (marketing, sales, executives) is marching to the beat of the same drum.
• Defines clear target market.• Communicates clear & consistent messages.• Enables sales to talk with the right buyers.• Pursue target opportunities that company can win.
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Copyright 2010 - LÛCRUM MARKETING
Sales Enablement (Base Components)
• Product Backgrounder• Sales Questioning Guide• Executive Level Presentation• Message Driven Demo
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Copyright 2010 - LÛCRUM MARKETING
Panel Discussion - 4
Now that you have done this work (creating tools and messages), how do you get the sales team to buy into sales enablement and actually use this work?
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Copyright 2010 - LÛCRUM MARKETING
Now What?
• How do you get sales to use these new tools?– Have an executive sponsor (Sales VP/CEO).– Train them and train them some more.– Test them on their knowledge via certification process.– Make the tools real (not ivory tower).
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Copyright 2010 - LÛCRUM MARKETING
Closing Thoughts
• Review on a regular basis.• Make sure marketing and the executive team participate.• Use for channel partners.• Much of info should already exist - MRD, Market Plan, etc.
Enhances your role as market expert!
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Copyright 2010 - LÛCRUM MARKETING
Thank You
Tom Evans
Lûcrum Marketing
+1-512-961-5267
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please thank our sponsors
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Copyright 2010 - LÛCRUM MARKETING
Product Backgrounder
• Target Markets / Segments• Market Needs / Challenges• Buyer Profiles - Personas / Needs / Challenges / Goals• Market Messages
– Value Proposition– Positioning Statement– Key Messages– Key Benefits
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Copyright 2010 - LÛCRUM MARKETING
Sales Questioning Guide
• Aka - Pain Sheets / Solution Development Prompters• One per buyer role per market segment• Challenges / Impact / Capability / Benefits• Match to your sales methodology (if any)• User buyer’s language/terms
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Copyright 2010 - LÛCRUM MARKETING
Executive Level Presentation
• Market / Buyer needs• High level discussion of how your solution addresses
needs.– Remember the key messages
• Benefits / Value Proposition• Case Study• 10 to 15 slides
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Copyright 2010 - LÛCRUM MARKETING
Message Driven Demo
• Communicates key messages.• Show how buyers needs are solved.• Build it as story.