© 2007 CSO Insights Proprietary and Confidential Barry Trailer CSO Insights [email protected] Sales Professional: Oxymoron? WABC Vancouver,

© 2007 CSO InsightsProprietary and Confidential

Barry TrailerCSO Insights

[email protected]

Sales Professional:Oxymoron?

WABCVancouver, BCMay 20, 2007


Agenda

What “Professional” Means in Your Terms How You Define “Selling” Why Prospect What to Prospect When to Prospect How to Prospect


CSO Insights Conduct surveys and publish findings Produce white papers on timely subjects Develop and publish case studies Create custom data slices for peer group

comparison When requested provide solution provider intros Presentations at conferences and sales meetings


Where to Find Us


Is This Your Sales Reality?


ox·y·mo·ron (noun)a phrase in which two words of contradictory meaning are used together for special effect,

examples:“wise fool” or “legal murder”


pro·fes·sion·al (adjective)engaged in an occupation as a paid job rather than as a hobby

very competent:showing a high degree of skill or competence


sell (verb)Make people want to buy something:

to increase the sale of or the demand for a particular product


Levels of Relationship

vendor

preferred supplier

consultant

contributor

partner


trust = credibility

access # of contacts knowledge of

cust’s business

repeat business

referrals references total time vendor

preferred supplier

consultant

contributor

partner



trust = credibility

access # of contacts knowledge of

cust’s business

repeat business

referrals references total time vendor

preferred supplier

consultant

contributor

partner

# of competitors

tclose

price sensitivity

barriers significance of

any feature or function



Levels of Value-Add

vendor

partner

consultant

preferred supplier

have a good product/service

understand organizational issues

understand customer's industry

understand customer's business

understand applications/functionality

contributor


A = P

A = P

Activity vs. Productivity


INPUTINPUT

The Sales / Buying Cycle

$$$Revenue

= P

PROCESS OUTPUT

A


A x Q = P


A x Q = P

A x Q = P


1. Prospect Quality -- Cultivating and working on the right Sales Opportunities.

2. Process Quality -- Doing the right Selling & Marketing Actions, with right people, at the right times.

3. Execution Quality -- Doing right Actions well.

4. Reference Quality -- Doing the right Customer Support/Service follow-through well on-going.

5. Metrics Feedback Quality -- Sustaining performance and improvement in 1-4 above.

Defining Quality in Sales


Prospect Quality

MARKETING

Prospects

SELLING

Potential $$$RevenueReferenceable

Customers

CUSTOMERSUPPORT


QUALITY PROSPECT CRITERIA = URGENCY

QPC DefinitionRating +10 . . . . . . . . .. . . . . . . .Legislation mandates this, or be shut down in 30 days +9 . . . . . . . . . .. . . . . . . .Current equipment and/or budget approval expires w/in 90 days +8 . . . . . . . . . .. . . . . . . .Viewed by all as strategic; project approved +7 . . . . . . . . . . . . . . . . .Current equipment down at least once a month +6 . . . . . . . . . . . . . . . . .Budget approved and available +5 . . . . . . . . . . . . . . . . .Selection criteria specified +4 . . . . . . . . . . . . . . . . .Current equipment down at least once a quarter +3 . . . . . . . . . . .. . . . . . .Department putting in capital request +2 . . . . . . . . . . .. . . . . . .Functional specs defined; vendor list assembled +1 . . . . . . . . . . .. . . . . . .No budget 0 . . . . . . . . . . .. . . . . . Decision Maker sees no strategic value

Better Prospects


PIPELINE SELLING PROCESS STEPS INPUT

M A R K E T I N G S E L L I N G C U S T O M E R S U P P O R T

OUTPUT

Step 5

Step 4

Step 3

Step 1

Step 0

Step 2

Step n+2

Step n+1

Step n

F A L L - O U T

Timing & Productivity


1. Build a List with 50 QPC Candidates (emphasis on

Q)

2. Keep Current Research on Top 10 Candidates

3. Have Readied Kits to send out Quickly

4. Reach out to Prospects each time you Close.

Steps to Ease the Pain


Questions?


Good luck & Good selling!

[email protected]

(415)924-3500

© 2007 CSO Insights Proprietary and Confidential Barry Trailer CSO Insights [email protected] Sales Professional: Oxymoron? WABC Vancouver,

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