three things to know about enterprise sales
DESCRIPTION
Presented at the Atlas Accelerator's Fall 2013 Symposium (Seattle, WA | September 28, 2013), Scott Sambucci tackles three important topics in Enterprise Sales: 1. Why nobody cares about your product. 2. How to build a sales process. 3. What to do next to advance your sales opportunities. The presentations relates key ideas around the Lean Startup Methodology, showing how to identify customer needs, value statements, buyer types, overcoming obstacles & objections, and developing an successful implementation framework for enterprise sales.TRANSCRIPT
+
Three Things to Know About Enterprise Sales
Atlas AcceleratorBellevue, WASept 26, 2013
+The three questions we’ll tackle today:
1. Why doesn’t the customer care about your product?
2. How do you build a sales process?
3. What’s the one thing you need to do next?
+ Exercise
Think of a Prospective Customer
(1 min)
+
1. Why doesn’t the customer care about your product?
2. How do you build a sales process?
3. What’s the one thing you need to do next?
+Why [People at] Enterprises
Buy
+ Revenue
+ Efficiency
- Cost
- Risk
+
“What job are your customers hiring you to do?”
-Clayton Christensen
Challenge #1: Stated vs. Actual Needs
+Say you’re selling web meeting software (vs. WebEx, Join.me)…
Stated Need: We’re looking for a new web meeting software.
Actual Need: Our sales reps aren’t closing enough business.
+Good Suggestion: 5 Whys
+Better Suggestion: Problem Trees
+Best Suggestion: SPIN Questions
Situation
Problem
Implication
Need-Payoff
Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here: http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf
Challenge #2: Implied vs. Explicit Needs
+Suggestion: Solve this problem.
+
1. Why doesn’t the customer care about your product?
2. How do you build a sales process?
3. What’s the one thing you need to do next?
Sales Opportunity Canvas
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Sales Opportunity Canvas
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PeopleProcess
+USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION
+Value Statement Construction
1. It’s not what your product does.
2. What customer needs does your solution satisfy?
3. Think numbers.
+ Competition & Objections
+Paranoia
“Just because you think everyone’s out to get you doesn’t mean they aren’t.” [paraphrase]
- Joseph Heller
Sales Opportunity Canvas
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PeopleProcess
+ Stages of the Sale
+Stages + Stalls
A. Qualification
1 . NEEDS ANALYSISB. Initial Demo
2. EVALUATION OF TOPIC
C. Proposal Work Plan
3. RESOLUTION OF CONCERNS D. Technical Demo
4. IMPLEMENTATION
+ Key Metrics & Milestones
+ Sales Mapping
+
Who’s in control of the next step?
Sales Opportunity Canvas
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PeopleProcess
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1. Why doesn’t the customer care about your product?
2. How do you build a sales process?
3. What’s the one thing you need to do next?
+ Implementation & Support
+1:1:1:1:1:1 Framework
(Support)If your prospect decided to implement your solution, what would you do:
In the first minute? In the first hour?
In the next day? In the next week?
In the next month? In the next quarter?
In the next year?
+1:1:1:1:1:1 Framework (Sales)
What needs to happen in the next quarter for the prospect to implement your solution?
What needs to happen in the next month?
What can you do you in the next week?
The next day?
The next hour?
The next minute?
+ A few more things about [Enterprise] Sales…
+
The sale always takes longer than you think it should and
longer than the prospect tells you it will.
Assume 1 month per $10,000
The decision-maker that counts the most is usually
invisible to you.
There is always more than one decision-maker.
It’s never about price.
+So…
1. Why doesn’t the customer care about your product?
2. How do you build a sales process?
3. What’s the one thing you need to do next?
+
Our Mission: Improve Sales Performance.
Services & Solutions Knowledge Products Advisory & Consulting Enterprise Sales Recruiting
People Scott Sambucci, Yours Truly
[email protected] | (415) 596-0804 Robert Wharton, Production Manager
[email protected] | (405) 414-9712
+Knowledge Products
Workshops
Books “Startup Selling: How to sell if you really, really
have to and don’t know how.” “52 Sales Questions Answered: A Q&A Guide to
Sales & Customer Development.”
Sales Opportunity Canvas
+Advisory & Consulting
Tailored ½ and full day onsite workshops
Consulting & Advisory Engagements
Weekly/monthly coaching for CEOs, Managers & Sales Professionals
Sales Compensation Plan development
+Enterprise Sales Recruiting
Sales Development Representations
Account Executives
Client Directors
Sales VPs
+
www.salesqualia.com
@salesqualia
Scott Sambucci, [email protected] | (415) 596-0804 |
@salesqualia
http://www.quora.com/Scott-Sambucci
Robert Wharton, Production [email protected] | (405) 414-9712