engineering your sales process
DESCRIPTION
This presentation was delivered by Sean Murphy and Scott Sambucci at the 2012 Lean Startup Conference, San Francisco during a 3 hour workshop. The workshop focused on Customer Development for enterprise selling, with deep discussions around the Customer Buying Process, the Sales Process, 5 Challenges Every Salesperson Faces, and Sales Mapping.TRANSCRIPT
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Engineering Your Sales Process
LSC Workshop
December 4, 2012
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
About SKMurphy, Inc.
We Offer Strategy and Customer Development Consulting & Products
Our Focus is on Software Entrepreneurs We Help Them Find
Early Customers / Early References Early Revenue
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
About SalesQualia
Improve Sales Performance. Sell More Stuff.TM
Coaching, Videos, Advisory, Software, Training Twitter: @salesqualia | @scottsambucci Web: www.salesqualia.com Quora: SalesQualia Amazon “Startup Selling: How To
Sell If You Really, Really Have To And Don’t Know How”
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Who’s In The Audience?
Actively Selling a Product In Development, Preparing to Sell Considering Starting a Company
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Around the Room
Name / Company What Is The Most Important Thing You
Would Like to Take Away From Today?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Our Goals for Today’s Workshop
Understand Your Customer’s Buying Process Understand Your Sales Process Tools to Help Move Your Sales Process Forward
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Engineering Your Sales Process Overview
Customer Buying Process Structure of Sales Process Top 5 Sales Challenges
1. Cannot Get A Second Call
2. “Go Dark” After Several Conversations
3. Never Ending Beta
4. Deals Stalled
5. Prospect Stays With Status Quo
Sales Mapping7
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Customer Buying ProcessMany Hats / Many Players
Buyer: Owns Budget and Decision Users: Directly Impacted (Dis-)Approvers
Influence Decision Path Concerned with Policy or Process Legal, HR, IT, Purchasing, etc..
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Customer Buying ProcessFour Key Criteria
1. What Critical Business Issue Do You Address?
2. Executive: Save Money / Financial Impact
3. Manager: Save Headcount
4. Individual: People Time / Cycle Time Impact
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Customer Buying ProcessUnderstanding Their Situation
Who Is The Buyer? May Not Be The User Title, Industry, Company Characteristics
What Are They Responsible For? How Are They Measured? What Is The Critical Business Issue: Pain,
Problem, Or Need The Buyer Has?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Take 5 Minutes
Who Is The Buyer? May Not Be The User Title, Industry, Company Characteristics
What Are They Responsible For? How Are They Measured? What Is The Critical Business Issue: Pain,
Problem, Or Need The Buyer Has?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Share Your Answers
Who Is The Buyer? May Not Be The User Title, Industry, Company Characteristics
What Are They Responsible For? How Are They Measured? What Is The Critical Business Issue: Pain,
Problem, Or Need The Buyer Has?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Engineering Your Sales Process Overview
Customer Buying Process Structure of Sales Process Top 5 Sales Challenges
1. Cannot Get A Second Call
2. “Go Dark” After Several Conversations
3. Never Ending Beta
4. Deals Stalled
5. Prospect Stays With Status Quo
Sales Mapping13
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Structure of Sales ProcessSales Funnel
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Initial Conversation
Needs Analysis
Evaluation of Options
Resolving Concerns
Implementation
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Structure of Sales ProcessNew Lead / Initial Conversation
Conversation Type Cold Call Referral Response To Conference/Meetup
Conversation Is Bidirectional Outcome: If Interest, Agree To Next Action
Schedule It Map Out Who Else To Meet
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Structure of Sales ProcessNeeds Analysis
Don’t Pre-Answer Basic Questions Diagnose the Problem Together
Visionary vs. Pragmatic / Mainstream
Impact of Solution Make Yourself a Resource
Add Value Immediately Provides More Opportunity for Follow-up
Objective: ID Critical Business Issue
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Structure of Sales ProcessEvaluation of Options
Options Other Vendor(s) In-House Status Quo
Timeline Decision
Business Technical
Implementation Plan Reference / Scale Up
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Objective: Customer Criteria Identified How Does The Process End
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Structure of Sales ProcessResolving Concerns
Final ROI Model Executive: $ (Profit / Revenue) Manager: People Or Headcount Individual: Time
Hard Questions About Time & Risk Good Sign Customer Process: Understand, Believe & Act Objective: Plan To Make It Work
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Structure of Sales ProcessImplementation
Three Phases Prototype Use Pilot Group Proliferation / Scaling Out
Each Should Generate Reference / Testimonial Case Studies / Use Cases Lessons Learned
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Structure of Sales ProcessImplementation
Its More Than a Purchase Order Software License Agreement Maintenance Agreement Service Level Agreement Purchasing (Commercial) Terms & Conditions Non-Disclosure of Confidential Information and
Intellectual Property
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Engineering Your Sales Process Overview
Customer Buying Process Structure of Sales Process Top 5 Sales Challenges
1. Cannot Get A Second Call
2. “Go Dark” After Several Conversations
3. Never Ending Beta
4. Deals Stalled
5. Prospect Stays With Status Quo
Sales Mapping21
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Questions for Audience:Let’s Look At A Sales Challenge
Situation Prospect Company Type / Industry Title Of Buyer How Do You Know The Buyer? Where Do You Think You Are In Sales Process
What Is Preventing It From Moving Forward?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Top 5 Sales Challenges
1. Cannot Get A Second Call
2. “Go Dark” After Several Conversations
3. Never Ending Beta
4. Deals Stalled
5. Prospect Stays With Status Quo
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10 Minute Break
Review Questions For Debugging Your Sales Challenges
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Top 5 Sales Challenges
1. Cannot Get A Second Call
2. “Go Dark” After Several Conversations
3. Never Ending Beta
4. Deals Stalled
5. Prospect Stays With Status Quo
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Who Has The Challenge “Cannot Get a Second Call”?
Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Debugging“Cannot Get a Second Call”
First Conversation You Need To Gather Enough Info In First Call To Recover And Lay
Groundwork For Next Call What Were Dual Assignments? What Will Have Changed That Will Advance
The Conversation?
Revisit Critical Business Issue Understand Value to Prospect
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Who Has The Challenge Go Dark After Several Conversations?
Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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DebuggingGo Dark After Several Conversations
Needs Analysis – Elicit Symptoms 3-minute Test Jump To Demo - IQ Test “How Would You
Use This In Your Business”? Key Goals / Objectives Deliberate Practice: De-brief Each Call
3 Reasons Why Sale Will Or Won’t Continue
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Who Has The Challenge “Never Ending Beta”?
Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Debugging“Never Ending Beta”
No Critical Date No Critical Business Issue No Formal Evaluation Place, No Explicit
Process Wrong Person, Possibly Wrong
Department Or Too Low
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Who Has The Challenge “Deal Stalled”?
Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Debugging“Deal Stalled”
May Have Internal Members Who Say No May Have A Critical Dependency:
Another Vendor Upgrade To Current Infrastructure Look For This In Other Pending Deals
How Much Time To Reach Impact? Not A Critical Business Issue
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Who Has The Challenge “Prospect Stays With Status Quo”?
Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Debugging“Prospect Stays With Status Quo”
Is It Still A Critical Business Issue? What Is Cost of Living With Problem? Was It Ever a Critical Business Issue?
Your Implementation May Be More Painful Than Living With Status Quo
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Engineering Your Sales Process Overview
Customer Buying Process Structure of Sales Process Top 5 Sales Challenges
1. Cannot Get A Second Call
2. “Go Dark” After Several Conversations
3. Never Ending Beta
4. Deals Stalled
5. Prospect Stays With Status Quo
Sales Mapping36
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Create Your Sales Map
State Your Objective Consider All Possibilities And Outcomes Identify Tasks That Lead To Your Objective Visualize The Process Document What Happened Iterate Your Map
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Sales Map – New Call
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Sales Map – Website Lead
What is Goal For This Call? Assume Prospect Answers:
What Is The First Question You Will Ask? List 2-3 Common Answers What Will You Say Next?
Take 10 Minutes
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Sales Map – Website LeadVolunteer From Audience
What is Goal For This Call? What Is The First Question You Will Ask? What Are 2-3 Common Answers What Will You Say Next?
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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Engineering Your Sales Process Wrap
Customer Buying Process Structure of Sales Process Top 5 Sales Challenges Sales Mapping
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
Please Let Us Know How The Workshop Was For you
Feedback Card
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
About SKMurphy, Inc.
We Offer Strategy and Customer Development Consulting & Products
Our Focus is on Software Entrepreneurs We Help Them Find
Early Customers / Early References Early Revenue
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© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
About SalesQualia
Improve Sales Performance. Sell More Stuff.TM
Coaching, Videos, Advisory, Software, Training Twitter: @salesqualia | @scottsambucci Web: www.salesqualia.com Quora: SalesQualia Amazon “Startup Selling: How To
Sell If You Really, Really Have To And Don’t Know How”
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Last Slide in Handout
© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)
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