stpcon 2010 presented by jim hazen. introduction jim hazen veteran of the software testing trenches...

The Secret Skill:How to Sell Testing

STPCon 2010Presented by

Jim Hazen

IntroductionJim Hazen

Veteran of the Software Testing Trenches

Experience in software testing, both commercial and consulting work.

Why is it a “secret skill”Why “sell” Testing?

AgendaCurrent PerceptionsSalesman vs. Tester What are we “selling” and Who do we “sell” toBuyer ProfilesSelling Techniques and Communication

Methods/SkillsActive Listening (ABL) and Always Be Closing

(ABC)Speaking “their” languageEffects & BenefitsSummaryQ&A

Current PerceptionsTesting

Immature process/functionBottleneckGate Keepers“Necessary Evil”“QA”Costly Not Needed

Current PerceptionsTesting

“The people with the big sticks”

Current PerceptionsTesting

“Aliens who cannot communicate”

Current PerceptionsSales People

Slimy and Deceptive

Current PerceptionsSales People

Slick and Pushy

Current PerceptionsQA/Test is at the center of the action, like a hub on a wheel.

Salesperson vs. TesterWhen to be one versus the other

Salesperson Tester

Selling something to someone

Providing information to someone

Looking for Buy-in Looking for understanding

Wants commitment Wants collaboration

Date driven Task driven

Extroverted (social) Introverted (cerebral)Or both

Combine them and use the strengths of each!

What are we “selling”?Services

Detection, Prevention, Risk ManagementInformation

What is “defective”, how “good” is the productInsurance

Good to have it when you really need it.Project & Cost Benefits

Reduce Rework, minimize effects of Cost-to-Fix curve, keep the hemorrhaging of money under control

Customer satisfaction and retention“Soft” dollar affects and benefits

Who are we “selling” to?Who are our “buyers”

Project ManagementDevelopmentMarketing/SalesTech. Support / Customer Services / ITC-Level and Sr. ManagementEnd Users

Buyer ProfilesProject Management

Want to know will we make the date and are there any issues that will cause delays.

DevelopmentWant to know how “good” is the system, what

problems need to be fixed, and am I done yet.Marketing / Sales

Want to know can the system be sold and how soon.

Tech Support / Customer Services / ITWant to know is the system usable and what

issues to look for.

Buyer ProfilesC-Level and Senior Management

Want to know the cost to company, before and after shipping

Will the product generate revenueEnd Users

Want to know does the system meet my expectations and allow me to do my work without hindrance

Selling TechniquesWhat is the “Selling” process

Convincing a buyer to purchase…Negotiating a deal / contractAgreeing to work together for mutual benefitGetting “Buy-in”

TechniquesHard Sell

Use fear and pressure, limited time offerSoft Sell

Explain benefit and seek cooperation, open timeframe

Objections and Closing the Sale

Selling Techniques cont.Preparation

Practice and Role Play; practice makes the big difference in comfort & success.

Anticipate questions and have answers ready.Bring printed materials if needed.Appearance matters!Be On Time! (BOT)Consider your audiencePrepare a clearly written proposal, if needed,

with details and summary.

Communication Methods/SkillsMethods

Verbal Voice tone and volume, speak clearly & slowly,

succinctly Breath and Pause

Written email, PowerPoint, Whiteboard

Non-verbal Body Language & facial expression, attitude &

presence in room, personal space (yours and theirs)Listening

Active Listening, seeking to understand

Communication Methods/SkillsSkills

Personal One on one, networking, etc.

Group One to many in meetings, Presentations, etc.

Salesperson vs. Teacher Convincing/Persuading vs. Educating/Informing

Introvert vs. Extrovert Know when to draw yourself/others out and how

much Know when to give people time to speak versus

when to intervene and move forward.

Always strive for clarity!

Active Listening & “ABC”What is Active Listening

Attentive questioning and listening to other person

Always Be Listening (ABL)Listen to person and not just “hear” them

Benefits of ABLAlways Be Closing (ABC)Benefits of ABCTechniques using ABL and ABC together

Words and PhrasesBody Language, presenting and interpreting

Speaking “Their” LanguageProject Management

How much needs to be done and by whomWhat has been done and the findingsWhat is left to be done and how long to do itWill you make the schedule

Sell them on service, information and insurance

DevelopmentTechnical benefitsInsurance and ProtectionCollaboration

Sell them on information and insurance and protection

Speaking “Their” LanguageMarketing / Sales

Is the system “sellable” (stable/usable) Sell them on insurance and benefits for revenue

generation

Tech Support / Customer Services / ITIs the system stable and usableWhat are the issues and how to get around them

Sell them on information

End UsersHow they benefit from a usable system and one

they really wanted. Sell them on being their advocate and insurance

Speaking “Their” LanguageC-Level and Sr. Management

Money and TimeCost Containment (not cost savings)

Early detection and reduction of Rework; help control the hemorrhaging of money on a project

Soft Dollar Impacts and Benefits Customer Satisfaction Perceived Quality; improved new and renewal sales

due to system reliability System stability reduces need for service packs,

minimize post release costs Allow company to keep more of its revenue

Effects and BenefitsBetter communication and relationships with other

groups outside of testing.Clarity in communicationFocus on things that really matter (ABL) for the project

More collaboration and cooperation with other groups.

Testing seen as an integral part of the project cycle.More involvement of testing in earlier stages of the

project cycle.Increased “Buy-in” from other groups, specifically

senior management and the C-Level people.Increased ability to be effective and contribute to

the revenue stream (soft dollar impacts).

SummaryWhy “sell” testingWhat are we sellingWho are we selling toSpeaking in their languageSelling techniquesCommunication methods and skillsAlways Be Listening and Always Be ClosingBenefits

Q&A

Contact InfoJim Hazen

Company: (www.connectedtesting.com)

Company email: jim.hazen@connectedtesting.comHome email: calkelpdiver@gmail.com

References1) “Channeling Your Inner Salesperson”, Linda Hayes,

Stickyminds.com, June 28 2010.2) “Communication Chameleons”, Selena Delesie, CAST 2010

Conference, 2010.3) Myers-Briggs grouping definitions -

http://en.wikipedia.org/wiki/Myers-Briggs_Type_Indicator

4) “SQA - Possibly the Highest Return Technology Investment that Executives Can Make”, Bob Burley, Ajilon Labs, http://www.aclabs.com/SQA_return_wp.pdf

5) “Selling to the C-Suite”, Nicholas A.C. Read & Dr. Stephen J. Bistritz, McGraw-Hill, 2010.

6) “Perfect Phrases for Sales Presentations”, Linda Eve Diamond, McGraw-Hill, 2010.

7) “Don’t Sweat the Small Stuff”, Richard Carlson, Ph.D., Hyperion, 1997.

8) “Attitude is Everything”, Keith Harrell, HarperCollins, 2003.9) “How to Talk to Them”, Bob Burley, QAI Conference 2002

Proceedings, 2002.