Jul 15, 2015
4
Digital Transformation - Obstacles and Challenges*
*Source: Saugatuck Technology, “Digital Business” Survey(Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)
Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:
Horizon 10 - 6 months
Horizon 26 - 12 months
Horizon 312 - 36 months
Selling at 3 Time Horizons
Closing Current
Opportunities:
• Winning Deals
• Pitching to Win
• ClosingBuilding Tomorrow’s
Business:
• Industry trends
• Industry competitive
challenges
• Collaborative strategy
Building the Pipeline:
• Solutions to Customer
business challenges
• Value Propositions
• Account Sales Plan
Disruptive Opportunity Matrix
ExtendWhiteSpace
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
Business Transformation
Operational Efficiency
CustomerCollaborationCreativityCo-creationChangeCulture
Delivery
© SalesChannel Europe, 2014
- Peter Drucker
“The greatest danger in
times of turbulence is not
the turbulence - it is to act
with yesterday’s logic”.
The Challenge of Change
36
Focus on Selling Above the Funnel
• Prospection
• Qualifying
• Needs
• Proposal
• Negotiation
• Close
Demand
Creation
Demand
Capture
• Market identification
• Requirements analysis
• Demand creating
• Lead Generation and
Management
• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1
Demand Generation Campaigns
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
“Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”- A CEB study of more than 1,400 customers
Interruption Marketing:
Targeting Audiences with
messages through channels
to drive transactions
The OLD World
Engagement Marketing:
Engaging communities
with shared purpose
through experiences to
sustain relationships
The NEW World
source: www.corporatevisions.com
1 32
Marketing Today = Sales Tomorrow
• Challenge them
• Destabilise them
• Challenge the status quo
• Get them out of comfort zone
• Take them to the negative
future
• Sell your insights
• Provide evidence
• Cost justify
• Lead them through the
process
• Take them to the beach
• Sell your insights
• Sell your experience
• Take them to the negative
future
• Create a sense of urgency
• Monetise the cost of delay
• Take them to the beach
• Guide them to take action
• Take the order
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Sales Transformation = Selling Business Outcomes
OLD NEWThe IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx Budgets
Technical Expertise Business Expertise
Geographic Sales Territories Vertical Industry Territories
Selling Features Selling Results
Fixed-Price Contracts Outcome-Based Contracts
Demonstrating Features Business Process Discussions
Your Complexity and
Underlying Architecture
Your Consumption Model
and Service Capability
Maintenance Contracts "Apps Mindset"
Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech by J. B. Wood, Todd Hewlin and Thomas Lah, 2011
52
Selling Business Outcomes
• Increased revenues or profitability• Faster time to market• Decreased costs• Improved operational efficiency• Revitalizing the organization• Enhancing customer loyalty• Increased market share• Decreased employee turnover• Improved customer retention levels• Increased competitive differentiation• Faster response time• Decreased operational expenses
• Increased sales per customer• Improved asset utilization• Faster collections• Reduced cost of goods sold• Minimized risk• Additional revenue streams• Improved time-to-profitability• Increased billable hours• Reduced cycle time• Increased inventory turns• Faster sales cycles• Reduced direct labor costs
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse
“If I had asked people whatthey wanted, they wouldhave said faster horses.”
- Henry Ford
1863 - 1947
Basic Product/Service:• Technology• Price performance• Product quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
12 Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
Your Cloud Services
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
1. Create Systems of Engagement
2. Selling Business Outcomes
3. Differentiate or Die
4. Help customers to join the dots
5. Building a culture of growth
Quick Review:
Assets vs Access (to Assets)
Differentiation: 3 Levels of Perceived Value
Align all Sales & Marketing actions
Demand Generation Campaigns
Competing to remain relevant to tomorrow’s customers
Predictive -> Adaptive mindset
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.com