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Selling to the Enterprise
Scott Sambucci | SalesQualia
www.salesqualia.com
PARISOMA
2013-06-06
+
Your Goal
Develop a predictable, replicable, and
scalable sales framework that you can
manage.
+
What we’ll cover today
1. Value Statements
2. Buyer Types
3. Stages of the Sale
+
Why Me?
@salesqualia | www.salesqualia.com
415-596-0804 | scott@salesqualia.com
+
The Mathematics of Selling
Solving Problems > Selling Products
+
Value
Statements
+
Osterwalder’s Value Proposition
Canvas
Source: http://www.businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-
proposition-designer.html
+
Value Statement ≠ Value Proposition
Value Proposition  Enterprise
Value Statement  Buyer
+ “What job are your customers hiring you to
do?”
-Clayton Christensen
Write down your Value Statement.
[EXERCISE]
[2 mins]
+
Why do people buy?
1. Increase revenue
2. Reduce costs
3. Increase efficiency
4. Reduce Risk
+ “What job are your customers hiring you to
do?”
-Clayton Christensen
Re-write your Value Statement, framing
your product in terms of the customer’s
problem, not your solution.
Hint: Remember the four (4) reasons people buy.
[EXERCISE]
[5 mins]
+
People:
Living organisms
that buy your stuff
+
Buyer Types (think: Personas)
USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
CHAMPION
+
About the Doorman…
An Introduction is NOT a Referral
1
4
5
3
2
1 – Program Manager
2 – Marketing Communication
3 – CEO
4 – Contracting
5 – Information Technology
Hey Scott,
Received this email from Damien at The Presidio last night. This basically confirms
what you were talking about yesterday; let me know what kind of a response you
believe I should get back to him with.
Thanks,
-----
---------- Forwarded message ----------
From: ______
Date: Thu, Feb 28, 2013 at 6:07 PM
Subject: RE: _____follow up
To: ________
Hi ----,
Thanks for stopping by. As mentioned we don’t have a budget to work with at the
moment. That might change by summertime. Please give me a buzz then!
Thanks~
-----
+
Identify the purchasing motivation for each
buyer
[EXERCISE]
+
EXERCISE
Value Statements for each Buyer Type:
“For [insert buyer type], we …”
[10 minutes]
+
EXTRA EXERCISE
 Use a current sales situation & your points of
contact
 Draw a 3-column grid, then list your Buyer Types.
Buyer Type (Persona) | Name of Person |
Motivation
 Write down each buyer’s motivation to purchase
your product.
 How does your Value Statement change for each
person?
+
The Rules of
Enterprise
Selling
+
The sale always takes longer
than you think it should and
longer than the prospect tells
you it will.
Assume 1 month per $10,000
The decision-maker that counts
the most is generally invisible to
you.
There is always more than
one decision-maker.
It’s never about price.
+
Sales Interactions per Revenue
Revenue per year # of sales interactions
$10 1
$100 2
$1000 4
$10,000 8
$100,000 16
$$1,000,000 32
$$10,000,000 64
$$100,000,000 132
+
Stages of the
Sale
+
Stages of the [Enterprise] Sale
1. Needs Analysis
 Your Value Statement
& Initial questions
3. Resolution of Concerns
”Technical” Demo &
Objections Questions
2. Evaluation of
Options
 “Business” Demo
4. Implementation
 Decision, Contract &
Forever After
[EXERCISE}
Source: “Major Account Sales Strategy” by Neil Rackham
+
Stage 1: Needs Analysis
 Similar to “Customer Discovery”
Confirm | Ask | Explore
 Do NOT lead the witness.
 Prospect must state the problem
 “SPIN” Question Framework
+
Look for Signals
 Actively seeking a solution? You vs Competition
 How long has this been a problem?
 Who might be a detractor?
 “With our system you can get rid of that home-
grown piece of junk that you have.”
+
 EXERCISE
What are the early warning signals in
your sales process?
[2 mins]
+ Stage 2: Evaluation of Options
Where deals go to die…
 Remember your Value Statements
Revenue-Cost-Efficiency-Risk
+
The Demo
 How far you can move the sale WITHOUT
showing your product?
+
“Looks great!
Send me a proposal.”
+
The Power of Inertia
 Important vs Urgent
 Maintain Control
+
 EXERCISE
How can you maintain control of the
sale?
[5 mins]
+
Stage 3: Resolution of Concerns
 I thought we were friends?
 “That’s a good question…”
 Trial closes
+
Stage 4: Implementation
“Let’s get started…”
+
EXERCISE
 Draw a 4-column grid.
 Think about 2-3 sales opportunities you are working right now.
 Label four (4) stages to the sale.
Client| Sales Stage| How do you know? | Next steps
1. Determine the stage for your opportunity
2. How do you know? (Hint: Remember the Buyer Personas
Exercise)
3. What are your next steps?
[10 minutes]
+
What we’ve covered today
1. Value Statements
2. Buyer Types
3. Stages of the Sale
+
A Few Resources
 Startup Selling (book): http://www.amazon.com/Startup-Selling-
sell-really-have/dp/1468159240/
 Personas for Customer Development:
http://grasshopperherder.com/personas-for-customer-
development/
 Buyer Types & Personas:
http://topliners.eloqua.com/servlet/JiveServlet/previewBody/166
3-102-2-2110/Persona%20Development.pdf
 Product Demos: http://www.amazon.com/Great-Demo-
Stunning-Software-Demonstrations/dp/059534559X
+
Startup Selling:
How to sell if you really, really have to and don’t
know how
+
Find Me
Scott Sambucci| SalesQualia
@salesqualia | www.salesqualia.com
www.youtube.com/salesqualia
www.quora.com/scott-sambucci-salesqualia
415-596-0804 | scott@salesqualia.com
+
Improve Sales
Performance.
Sell More Stuff.
Advisory | Coaching | Trainin
Software
Scott Sambucci
scott@salesqualia.com
@salesqualia
(415) 596-0804
www.salesqualia.com

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Selling to the Enterprise: Value Statements, Buyer Types & Stages of the Sale

  • 1. + Selling to the Enterprise Scott Sambucci | SalesQualia www.salesqualia.com PARISOMA 2013-06-06
  • 2. + Your Goal Develop a predictable, replicable, and scalable sales framework that you can manage.
  • 3. + What we’ll cover today 1. Value Statements 2. Buyer Types 3. Stages of the Sale
  • 4. + Why Me? @salesqualia | www.salesqualia.com 415-596-0804 | scott@salesqualia.com
  • 5. + The Mathematics of Selling Solving Problems > Selling Products
  • 7. + Osterwalder’s Value Proposition Canvas Source: http://www.businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value- proposition-designer.html
  • 8. + Value Statement ≠ Value Proposition Value Proposition  Enterprise Value Statement  Buyer
  • 9. + “What job are your customers hiring you to do?” -Clayton Christensen Write down your Value Statement. [EXERCISE] [2 mins]
  • 10. + Why do people buy? 1. Increase revenue 2. Reduce costs 3. Increase efficiency 4. Reduce Risk
  • 11. + “What job are your customers hiring you to do?” -Clayton Christensen Re-write your Value Statement, framing your product in terms of the customer’s problem, not your solution. Hint: Remember the four (4) reasons people buy. [EXERCISE] [5 mins]
  • 13. + Buyer Types (think: Personas) USER BUYER ECONOMIC BUYER TECHNICAL BUYER CHAMPION
  • 14. + About the Doorman… An Introduction is NOT a Referral
  • 15. 1 4 5 3 2 1 – Program Manager 2 – Marketing Communication 3 – CEO 4 – Contracting 5 – Information Technology
  • 16. Hey Scott, Received this email from Damien at The Presidio last night. This basically confirms what you were talking about yesterday; let me know what kind of a response you believe I should get back to him with. Thanks, ----- ---------- Forwarded message ---------- From: ______ Date: Thu, Feb 28, 2013 at 6:07 PM Subject: RE: _____follow up To: ________ Hi ----, Thanks for stopping by. As mentioned we don’t have a budget to work with at the moment. That might change by summertime. Please give me a buzz then! Thanks~ -----
  • 17. + Identify the purchasing motivation for each buyer [EXERCISE]
  • 18. + EXERCISE Value Statements for each Buyer Type: “For [insert buyer type], we …” [10 minutes]
  • 19. + EXTRA EXERCISE  Use a current sales situation & your points of contact  Draw a 3-column grid, then list your Buyer Types. Buyer Type (Persona) | Name of Person | Motivation  Write down each buyer’s motivation to purchase your product.  How does your Value Statement change for each person?
  • 21. + The sale always takes longer than you think it should and longer than the prospect tells you it will. Assume 1 month per $10,000
  • 22. The decision-maker that counts the most is generally invisible to you.
  • 23. There is always more than one decision-maker.
  • 25. + Sales Interactions per Revenue Revenue per year # of sales interactions $10 1 $100 2 $1000 4 $10,000 8 $100,000 16 $$1,000,000 32 $$10,000,000 64 $$100,000,000 132
  • 27. + Stages of the [Enterprise] Sale 1. Needs Analysis  Your Value Statement & Initial questions 3. Resolution of Concerns ”Technical” Demo & Objections Questions 2. Evaluation of Options  “Business” Demo 4. Implementation  Decision, Contract & Forever After [EXERCISE} Source: “Major Account Sales Strategy” by Neil Rackham
  • 28. + Stage 1: Needs Analysis  Similar to “Customer Discovery” Confirm | Ask | Explore  Do NOT lead the witness.  Prospect must state the problem  “SPIN” Question Framework
  • 29. + Look for Signals  Actively seeking a solution? You vs Competition  How long has this been a problem?  Who might be a detractor?  “With our system you can get rid of that home- grown piece of junk that you have.”
  • 30. +  EXERCISE What are the early warning signals in your sales process? [2 mins]
  • 31. + Stage 2: Evaluation of Options Where deals go to die…  Remember your Value Statements Revenue-Cost-Efficiency-Risk
  • 32. + The Demo  How far you can move the sale WITHOUT showing your product?
  • 33.
  • 34. + “Looks great! Send me a proposal.”
  • 35. + The Power of Inertia  Important vs Urgent  Maintain Control
  • 36. +  EXERCISE How can you maintain control of the sale? [5 mins]
  • 37. + Stage 3: Resolution of Concerns  I thought we were friends?  “That’s a good question…”  Trial closes
  • 39. + EXERCISE  Draw a 4-column grid.  Think about 2-3 sales opportunities you are working right now.  Label four (4) stages to the sale. Client| Sales Stage| How do you know? | Next steps 1. Determine the stage for your opportunity 2. How do you know? (Hint: Remember the Buyer Personas Exercise) 3. What are your next steps? [10 minutes]
  • 40. + What we’ve covered today 1. Value Statements 2. Buyer Types 3. Stages of the Sale
  • 41. + A Few Resources  Startup Selling (book): http://www.amazon.com/Startup-Selling- sell-really-have/dp/1468159240/  Personas for Customer Development: http://grasshopperherder.com/personas-for-customer- development/  Buyer Types & Personas: http://topliners.eloqua.com/servlet/JiveServlet/previewBody/166 3-102-2-2110/Persona%20Development.pdf  Product Demos: http://www.amazon.com/Great-Demo- Stunning-Software-Demonstrations/dp/059534559X
  • 42. + Startup Selling: How to sell if you really, really have to and don’t know how
  • 43. + Find Me Scott Sambucci| SalesQualia @salesqualia | www.salesqualia.com www.youtube.com/salesqualia www.quora.com/scott-sambucci-salesqualia 415-596-0804 | scott@salesqualia.com
  • 44. + Improve Sales Performance. Sell More Stuff. Advisory | Coaching | Trainin Software Scott Sambucci scott@salesqualia.com @salesqualia (415) 596-0804 www.salesqualia.com