october webinar how to win more sales by overcoming buyer percieved risks

How To Win More Sales By Overcoming Buyer Perceived Risks

Tim Foster, AVP Sales -The TAS Group

© The TAS Group 2015

Before We Begin1 You will receive a link to the recording of today’s webinar.

Watch for it in email.

2 The recording will be available on our website thetasgroup.com, in the Resources section.

3 Enter your questions in the Questions Box or tweet to @thetasgroup.

4 Join the conversation on Twitter: #SalesRisks

http://www.thetasgroup.com/


Tim FosterAVP Sales EMEA


Agenda1. Where to Start ?

2. Gathering Facts

3. Customer Risk Factors

4. Trust

5. Elements of the Business Case

6. Summary


Poll Question

What is the most important influence on buyer decision making?

A: Emotion

B: Knowledge

C: Risk

D: Something Else


Which Comes First? Knowledge or Emotion


Start with the Problem

• Evidence • Goals, Pressures, Initiatives, Obstacles

• Personal Goals as well as Corporate Goals• Balance Selling Process vs Buying process• Widen Your Scope

5.7 buyers involved in major buying decisions according to Linked in


What Stops a Purchase?

anxiety and stress


Risk ContextsRisk Factors


Walking in Your Customer’s ShoesBalancing Risk vs. Return


Why Personal Value Matters


Trust Equation

Credibility

Self Orientation= Trustworthiness

+ Reliability+ Intimacy


Builders & Killers of TrustBuilders Killers

Credibility • Accuracy and Expertise• Completeness• Expression – Eye Contact,

Energy

• Overstate Your Knowledge• Exaggerate

Reliability • Connection between Promise & Action

• Actions done the Way the Customer Wants

• Missed Commitments or Deadlines

• Inconsistency in your Dealings

Intimacy • Courage & Candor• Make the First Move• Emotional Closeness

• Artificiality• Independence• Not Taking Risks

Self-Orientation

• Listening vs. Talking• Focus Centered on the

Customer• In the Here & Now

• In it Only for the Money• Win at all Costs• Need to be Right


Elements of a Business Case


Focus

Orientation

Repertoire

Finance

Relationships

Pick the Right Level

Event

Product/Service

Technology

Price

Operations

Process

Business

System

Cost

Management

Outcome

Political

Solution

Value

Executive

Level 1 Level 2 Level 3Tactical Strategic Competitive


4 Key Attributes of InfluenceInfluence Inner Circle Political Structure

Business Value Define goals, objectives and strategies Execute objectives and strategies “Make it Happen”

Initiate / sponsor new projects Implement new projects

Controls Outcomes

Track Record Recognize as consistently successful in the past Recent successful performance

Sought out by others for advice Receive new highly visible projects to manage

Partisans & Allies Center of the informal communications network End of informal communication network

Surround themselves with people they trust Collect and provide information to Inner Circle

Able to reach down into the organization for advice

Philosophy & Policy

Define the organization’s cultures, values and policies

Understand and assimilate into the organizations culture

Able to change or circumvent established policies and procedures

View policies and procedures more like rules


Most Influential Types of Content


The Need for Consistent Messaging• Buyers control the buying process through Multiple Channels

• Wrong message, Wrong Time, Wrong Person

• Emphasize your Strength and UBV

• Single Message


Roadmap to Success

Problem

Risk

EvidenceTrust


Our Next Webinar

How To Use The ‘Right’ Data & Insights To Supercharge Sales Performance

Thursday, November 12th at 11am EST / 8am PST / 4pm GMT

Thank YouAny Questions?