The Unintentional Salesperson

Barry Thomason

November 11, 2010

Agenda

• Not Magic, a Discipline

• What is Sales/What is Marketing

• Sales Process – Two Views

• Buying Process

• Combining Selling and Buying

• Principles

• Homework

• Resources

Marketing Sales

CustomerSuspect Buyer

Acquiring a Customer

Typical Sales Process

Initial Meeting

Demo or Presentation

Proposal

Follow up calls

Negotiate Agreement

Mature Sales Process

Background and Preparation

Problem Definition/Solution Value

Initial Demo or Presentation

Estimate Presentation

Discovery

Targeted Demo(s)

Final Proposal Presentation

Follow-up Q & A Sessions

Value Analysis/ROI

Office Visit/Executive Meeting

Facilitate Reference Checks

Negotiate Agreement

The Buying Cycle

Operations Recognition EvaluateResolveConcerns Commit

Awareness

Discover/Magnify

Align

Selected

Reinforce

Operations

Recognition

Evaluate

ResolveConcerns

Commit

Buyer Seller

Continuous MarketingNothing. Daily Operations

Educating the prospectDeciding to change

Distinguishing our offerTrying to choose

Providing proofOvercoming fear

Working detailsWorking details

Awareness

Discover/Magnify

Align

Selected

Reinforce

Operations

Recognition

Evaluate

ResolveConcerns

Commit

Buyer Seller

Continuous MarketingNothing. Daily Operations

Educating the prospectDeciding to change

Distinguishing our offerTrying to decide

Providing proofOvercoming fear

Working detailsWorking details

Background and Preparation (D/A)

Problem Definition/Solution Value (D/A)

Initial Demo or Presentation (D/A)

Estimate Presentation (D/A)

Discovery (A)

Targeted Demo(s) (A)

Final Proposal Presentation (A)

Follow-up Q & A Sessions (A)

Value Analysis/ROI (R)

Office Visit/Executive Meeting (R)

Facilitate Reference Checks (R)

Negotiate Agreement (S)

Tips/Principles

1. Liar, Liar, Pants on Fire!

2. Set the rules

3. Slow down

4. Who’s side are you on?

5. Add value

6. “You’re Fired”

7. “Telling ain’t selling”

8. Own it

9. Price

10. Closing

Homework

1. Document your current sales process. Are you asking the prospect to

invest time with you in activities that will give you the opportunity to

present your company and your offer as the best solution?

2. Make a list of 4-5 go-to questions that you always ask that will get the

prospect to talk about their problem(s)/opportunities and why they are

worth solving/pursuing.

3. Identify a potential champion inside each target opportunity. Ask them to

help you.

Resources

• SPIN Selling – Neil Rackham

• Major Account Sales Strategy – Neil Rackham

• Strategic Selling – Robert Miller, Stephen Heiman, Tad Tuleja

• Questions That Sell - Paul Cherry

• Selling the Invisible – Harry Beckwith

• Positioning – Al Ries, Jack Trout

• Harvard Business Review – Articles

• Newsletters, Tips, Formal Training

• www.huthwaite.com

• www.millerheiman.com