The Essentials of Value-Based Selling
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Transcript of The Essentials of Value-Based Selling
The Essentials ofValue-Based
Selling:
A 1-2-3 Guide
Bob ApolloInflexion-Point
Today’s #1 Sales Issue:
“Our Sales People’s Inability to Communicate the Value of our Solutions to Their Customers”
©2015 www.inflexion-point.com
83%
13%
13%
83%
©2015 www.inflexion-point.com
83% of revenues generated by the top 13% of salespeople
[SBI]
©2015 www.inflexion-point.com
1Focusing on your Most Valuable Prospects
2Aligning your Sales Stages withyour Prospect’s Buying Journey
3Facilitating their Buying Decision Process
©2015 www.inflexion-point.com
2Aligning your Sales Stages withyour Prospect’s Buying Journey
3Facilitating their Buying Decision Process
Focusing on your Most Valuable Prospects
Issues Organisations Stakeholders Insights Differentiators
©2015 www.inflexion-point.com
Focusing on your Most Valuable Prospects
Issues Organisations Stakeholders Insights Differentiators
Urgent IssuesMust result in Action
Important IssuesShould result in Evaluation
Interesting IssuesMay result in Consideration
Issues:
Which issues are most likely to cause your most valuable prospects to decide that they need to take action?
⁃ Type
⁃ Symptoms
⁃ Drivers, Causes + Triggers
⁃ Impacts + Implications
©2015 www.inflexion-point.com
Focusing on your Most Valuable Prospects
Issues Insights DifferentiatorsOrganisations Stakeholders
Organisations:
What are the common characteristics of your most valuable target accounts?
⁃ Demographic
⁃ Structural
⁃ Behavioural
⁃ Situational
©2015 www.inflexion-point.com
Focusing on your Most Valuable Prospects
Issues Insights DifferentiatorsOrganisations Stakeholders
Stakeholders:
Which stakeholders play the most important roles in your prospect’s decision making process?
⁃ Titles
⁃ Role in Organisation
⁃ Role in Buying Process
⁃ Issues, Concerns + Motivations
Organisations:
What are the common characteristics of your most valuable target accounts?
⁃ Demographic
⁃ Structural
⁃ Behavioural
⁃ Situational
©2015 www.inflexion-point.com
Focusing on your Most Valuable Prospects
Issues
Insights:
Which insights are most likely to cause your prospects to recognise the need for change?
✗ Over-familiar Concepts
✓ Unanticipated Issues
✓ Unrecognised Drivers
✓ Underestimated Impacts
Insights DifferentiatorsOrganisations Stakeholders
©2015 www.inflexion-point.com
Focusing on your Most Valuable Prospects
Issues
Differentiators:
Which handful of factors most set you apart from all the other options open to your prospects?
⁃ Key Differentiating Theme
⁃ 2-4 Unique Capabilities
⁃ Key Comparison Points
Insights:
Which insights are most likely to cause your prospects to recognise the need for change?
✗ Over-familiar Concepts
✓ Unanticipated Issues
✓ Unrecognised Drivers
✓ Underestimated Impacts
Insights DifferentiatorsOrganisations Stakeholders
©2015 www.inflexion-point.com
3Facilitating their Buying Decision Process
Satisfiedwith the
Status Quo
Open to the Possibility of
Change
Selecting Best
Option
Validating the
Decision
Final Approval Process
Deploying Chosen Solution
Establishing the Need for Action
Exploring Potential Solutions
Aligning your Sales Stages with
your Prospect’s Buying Journey
1Focusing on your Most Valuable Prospects
Satisfiedwith the
Status Quo
Open to the Possibility of
Change
Selecting Best
Option
Validating the
Decision
Final Approval Process
Deploying Chosen Solution
Establishing the Need for Action
Exploring Potential Solutions
Aligning your Sales Stages with
your Prospect’s Buying Journey
©2015 www.inflexion-point.com
The Prospect’s Perspective
⁃ What they typically want to know during this phase
⁃ What they typically need to do during this phase
⁃ Key Marketing Resources
Align the buyer’s and seller’s priorities at each stage in the process
Satisfiedwith the
Status Quo
Open to the Possibility of
Change
Selecting Best
Option
Validating the
Decision
Final Approval Process
Deploying Chosen Solution
Establishing the Need for Action
Exploring Potential Solutions
Aligning your Sales Stages with
your Prospect’s Buying Journey
©2015 www.inflexion-point.com
The Prospect’s Perspective
⁃ What they typically want to know during this phase
⁃ What they typically need to do during this phase
⁃ Key Marketing Resources
The Salesperson’s Focus
⁃ What we need to know during this phase
⁃ What we need to do during this phase
⁃ Key Sales Resources
Align the buyer’s and seller’s priorities at each stage in the process
Satisfiedwith the
Status Quo
Open to the Possibility of
Change
Selecting Best
Option
Validating the
Decision
Final Approval Process
Deploying Chosen Solution
Establishing the Need for Action
Exploring Potential Solutions
Aligning your Sales Stages with
your Prospect’s Buying Journey
©2015 www.inflexion-point.com
The Prospect’s Perspective
⁃ What they typically want to know during this phase
⁃ What they typically need to do during this phase
⁃ Key Marketing Resources
The Salesperson’s Focus
⁃ What we need to know during this phase
⁃ What we need to do during this phase
⁃ Key Sales Resources
Metrics and Milestones
⁃ Critical Indicators of Progress
⁃ Key Success Metrics
⁃ Continuous opportunity re-qualification
Align the buyer’s and seller’s priorities at each stage in the process
©2015 www.inflexion-point.com
Facilitating their Buying Decision Process
Talking Points Templates Economics Anecdotes Evidence FAQs
1Focusing on your Most Valuable Prospects
2Aligning your Sales Stages withyour Prospect’s Buying Journey
©2015 www.inflexion-point.com
Facilitating their Buying Decision Process
Talking Points Templates Economics Anecdotes Evidence FAQs
Talking Points
⁃ Calling Frameworks
⁃ Conversation Guides
⁃ Meeting Planners
⁃ Diagnostic Questions
Tailored to each stage of the buying decision process
©2015 www.inflexion-point.com
Facilitating their Buying Decision Process
Talking Points Templates Economics Anecdotes Evidence FAQs
Talking Points
⁃ Calling Frameworks
⁃ Conversation Guides
⁃ Meeting Planners
⁃ Diagnostic Questions
Templates
⁃ Prospecting Emails
⁃ Confirming Emails
⁃ Presentations
⁃ Proposals
Tailored to each stage of the buying decision process
©2015 www.inflexion-point.com
Facilitating their Buying Decision Process
Talking Points Templates Economics Anecdotes Evidence FAQs
Talking Points
⁃ Calling Frameworks
⁃ Conversation Guides
⁃ Meeting Planners
⁃ Diagnostic Questions
Templates
⁃ Prospecting Emails
⁃ Confirming Emails
⁃ Presentations
⁃ Proposals
Economics
⁃ Cost of Inaction calculators [COI]
⁃ Return on Investment calculators [ROI]
Tailored to each stage of the buying decision process
©2015 www.inflexion-point.com
Facilitating their Buying Decision Process
Talking Points Templates Economics Anecdotes Evidence FAQs
Anecdotes
⁃ Informal stories that equip sales people to “sell through story telling”
⁃ Anecdotes database
⁃ Storytelling training
Tailored to each stage of the buying decision process
©2015 www.inflexion-point.com
Facilitating their Buying Decision Process
Talking Points Templates Economics Anecdotes Evidence FAQs
Anecdotes
⁃ Informal stories that equip sales people to “sell through story telling”
⁃ Anecdotes database
⁃ Storytelling training
Evidence
⁃ Formal Case Studies
⁃ Analyst Reports
⁃ Independent Experts
⁃ User References
Tailored to each stage of the buying decision process
©2015 www.inflexion-point.com
Facilitating their Buying Decision Process
Talking Points Templates Economics Anecdotes Evidence FAQs
Anecdotes
⁃ Informal stories that equip sales people to “sell through story telling”
⁃ Anecdotes database
⁃ Storytelling training
Evidence
⁃ Formal Case Studies
⁃ Analyst Reports
⁃ Independent Experts
⁃ User References
FAQs
⁃ Frequently-asked, tough-to-answer questions with proven to-be-effective responses
⁃ Commercial + Technical
Tailored to each stage of the buying decision process
Focusing on your Most Valuable Prospects
Issues Organisations Stakeholders Insights Differentiators
Satisfiedwith the
Status Quo
Open to the Possibility of
Change
Selecting Best
Option
Validating the
Decision
Final Approval Process
Deploying Chosen Solution
Establishing the Need for Action
Exploring Potential Solutions
Aligning your Sales Stages with
your Prospect’s Buying Journey
Facilitating their Buying Decision Process
Talking Points Templates Economics Anecdotes Evidence FAQs
©2015 www.inflexion-point.com
Why Adopt Value-Based Selling?
✓ Improve Win Rates
✓Shorten Sales Cycles
✓ Increase Deal Values
✓More Salespeople on Quota
✓Accelerate Revenue Growth
Take the Next Step:+44 7802 313300
www.inflexion-point.com