product solution value - you decide
DESCRIPTION
A sales team has been struggling to make quota for some time, but now has an exciting new opportunity. Three new prospects have been identified, and are anxious to engage. The team divvies up the opportunities and goes to work pitching the buyers.Will the team achieve success and get the deals, or start the year off on the wrong foot?In this webinar we hear their story and learn their fate.Join Alinean’s Chairman and Founder Tom Pisello, the ROI Guy, as he recounts the tale, in this entertaining and educational webcast designed for sales leadership and enablement professionals.TRANSCRIPT
Product, Solution or Value – You Decide!
TOM PISELLO, Chairman & Founder
Blog: http://www.fightfrugalnomics.com
Twitter: @tpisello
http://www.alinean.com
Powering B2B sales to economic buyers
© 2011 Alinean, Inc. 2
Once Upon a Time
© 2011 Alinean, Inc. 3
LET ME TELL YOU A STORY
© 2011 Alinean, Inc. 4
JOE SPRINGS INTO ACTION …
© 2011 Alinean, Inc. 5
… TO HAMMER A DEAL HOME
© 2011 Alinean, Inc. 6
SALLY TAKES HER TURN …
© 2011 Alinean, Inc. 7
… ASKS THE RIGHT QUESTIONS …
© 2011 Alinean, Inc. 8
… AND NAILS A SOLUTION SALE
© 2011 Alinean, Inc. 9
GARY MOVES BEYOND WHAT TO WHY …
© 2011 Alinean, Inc. 10
… CHALLENGES THE BUYER
© 2011 Alinean, Inc. 11
… PLAYS TO LEFT (LOGICAL) AND RIGHT (EMOTIONAL) BRAIN
© 2011 Alinean, Inc. 12
… AND SELLS THE DESIRED OUTCOME, NOT THE PRODUCT OR SOLUTION
© 2011 Alinean, Inc. 13
VALUE SELLING – EVERYONE WINS
© 2011 Alinean, Inc. 14
Value Selling and Marketing
© 2011 Alinean, Inc. 15
Why Needed: Buyers Have Fundamentally and Permanently Changed
Longer Sales Cycles Increased Discounting /
Reduced Deal Size
More Leads to Close Same Amount
of Business
Stalled Deals
Increased Competition More Executive & Economic
Scrutiny
More Difficult to Connect & Engage
Frugalnomics is in Full Effect
Empowered: In control of buying process
Overloaded: Challenged to do-more-with-less
Skeptical: Thinks sales isn’t adding enough value
Frugal: Requires every investment deliver
significant ROI, faster payback and superior value
Meet Buyer-Frugalnomicus
© 2011 Alinean, Inc. 16
Value-Focus Evolution to Fight Frugalnomics
Value Focus
Discussion:
• Prescriptive & Quantified
• Discover… Is customer
aware of issue?
• Diagnose… How bad is it?
• Quantify … Value of change
• Compare … Value vs. Status
Quo / Competition
Drive: Diagnostic Led: What is
issue & value of change?
Product Focus
Discussion:
• Customer knows issue
• Tie features / functions to needs
• Compares product alternatives
• Feature • Function • Price
Drive: Sales Led: Product
Driven
Solution Focus
Discussion:
• Customer knows issues &
desired outcome
• Questions to discover pain
points
• Recommend solution to
solve pain
Drive: Sales Led: Pain-Point
Driven
Solution Provider Trusted Advisor Vendor
© 2011 Alinean, Inc. 17
Interactive Sales and Marketing Tools to Facilitate The Buyer’s Journey
Understand Issues & Commit to Changing
Status-Quo
Prioritize Possible Solutions & Commit to
an Approach
Justify the Decision & Make the Solution
Selection
DISCOVERY CONSIDERATION DECISION
WHY CHANGE? WHY NOW? WHY YOUR SOLUTION?
PROVOCATIVE APPROACH VALUE APPROACH
ENGAGE DIAGNOSE JUSTIFY DIFFERENTIATE CONNECT
Facilitate the Buyer’s Journey to
Interactive White Papers
Benefit Estimators
Diagnostic Assessment Tools
ROI Analysis Tools
TCO Comparison Tools
© 2011 Alinean, Inc. 18
Value Focus a Requirement, But Gaps Exist
Forrester Sales Enablement Forum- 2011
© 2011 Alinean, Inc. 19
The Buyer’s Journey is More Complex
Understand Issues & Commit to Changing
Status-Quo
Prioritize Possible Solutions & Commit to
an Approach
Justify the Decision & Make the Solution
Selection
DISCOVERY CONSIDERATION DECISION
WHY CHANGE? WHY NOW? WHY YOUR SOLUTION?
Buyers are Empowered, But Still Need Help
Seeking Content and Consultative Advice
Is Your Sales & Marketing Facilitating The New Decision Process?
© 2011 Alinean, Inc. 20
Facilitate & Challenge Today’s More Empowered, Skeptical and Frugal
Buyer
Understand Issues & Commit to Changing
Status-Quo
Prioritize Possible Solutions & Commit to
an Approach
Justify the Decision & Make the Solution
Selection
DISCOVERY CONSIDERATION DECISION
WHY CHANGE? WHY NOW? WHY YOUR SOLUTION?
65% of Decisions Won / Lost
Based on Who Helped Establish Need
35% of Decisions Won / Lost on
Bake-Off
© 2011 Alinean, Inc. 21
Next Steps
http://www.fightfrugalnomics.com
Ask the ROI Guy FAQ Center
http://www.alinean.com/faq/
Schedule a Content Optimization Assessment
© 2011 Alinean, Inc. 22
Q&A
Tom Pisello, Chairman & Founder
The ROI Guy