sell WHY, not HOW @jeroentjepkema SalesHackers Amsterdam, 27 November 2014
sell WHY, not HOW
@jeroentjepkemaSalesHackers Amsterdam, 27 November 2014
...building an inbound sales pipeline
Why current sales cycles suck? (For me)
Professional services require face2face interaction
Your customer: I think I (am going to) have a problem?
Google has all the answers...
Compare features
Feature driven: Try before we buy?
Guaranteed happiness?
Put some why into the (sales) mix
Perception of problem/solution
Sales Cycle Delivery
Perception of problem/solution
Sales Cycle Delivery
EmbeddingTraining
Not what I expectedData puking
Perception of problem/solution
Sales Cycle DeliveryWhy should I
care?
EmbeddingTraining
Not what I expectedData puking
Perception of problem/solution
Sales Cycle DeliveryWhy should I
care?
Intrinsically motivated Universal Business impact “Aha” moments
EmbeddingTraining
Not what I expectedData puking
Why?
Why?Influence sales before the cycle starts, Solutions oriented, Never about features
What itch to scratch?
What “itch” to scratch?
What are their ambitions?
What are their ambitions?
What they work with all day?
What do people read?
What are their ambitions?
What they work with all day?
Why?
Perceived Solution? Their (day-to
-day)
problem
Brok
en
promise
s
What do people read?
What are their ambitions?
What they work with all day?
Headache vs. Time vs. Your Product
Performance = Waiting
Mobile moments?
“Both offline and online consumers associate long wait times with
poor customer service”
Click away slideImpact of performance?
0
10
20
30
40
50
60
70
80
90
100
0 1 2 3 4 5 6 7 8 9 10
Bouncerate per pagetype/session
Boun
cera
te (%
)
Page load time (sec.)
Median Campaign Product search
Real User Monitoring data collected by MeasureWorks for several eCommerce webshops, anonymized and grouped per pagetype
0
10
20
30
40
50
60
70
80
90
100
0 1 2 3 4 5 6 7 8 9 10
Boun
cera
te (%
)
Page load time (sec.)
Median Campaign Product search
Bouncerate per pagetype/session
Real User Monitoring data collected by MeasureWorks for several eCommerce webshops, anonymized and grouped per pagetype
Purpose vs. Context
Online users often lack context for delays...
...and see no other option than to click away
Lessons learned
The sale never ends!
Finders(business development)
Minders(delivery management)
Grinders(project realization)
Building your company to deliver...http://davidmaister.com/books/mtpsf/
Code Optimization
How fast should you be? Performance Analytics
Continuous monitoring Performance testing
2
1Strategic consultancy
3
4
5
6
...Create your upsell model
...Integrate your products into delivery cycle
Development
Functional Testing
Pre-Productiontesting
Run production
ApplicationLife
Cycle
How to sell this?
Retention?
0
15
30
45
60
75
90
1 2 3 4 5 6 7 8 9 10 11 12
SaaS Engagement cycle
Months of contract
Enga
gem
ent (
%)
0
15
30
45
60
75
90
1 2 3 4 5 6 7 8 9 10 11 12
SaaS Engagement cycle
Months of contract
Enga
gem
ent (
%)
New toy
0
15
30
45
60
75
90
1 2 3 4 5 6 7 8 9 10 11 12
SaaS Engagement cycle
Months of contract
Enga
gem
ent (
%)
VacuumNew toy
0
15
30
45
60
75
90
1 2 3 4 5 6 7 8 9 10 11 12
SaaS Engagement cycle
Months of contract
Enga
gem
ent (
%)
Vacuum RenewalNew toy
(Managed) Service model!!
Pricing
the MONEY issue...
Free? Never Here’s my bank account
$100/month $10.000/year $100.000/year
Creditcard Department budget Procurement cycle
Try it from expense account
Avoid the boss’ boss check
Don’t get into RFP, add services?
Volume Custom
Today 24 monthsLead time before closing
Type of business
Trial: NeverProof of Concept: With requirements or paidContract: 3+9 full delivery
Get people to find us...
https://www.youtube.com/watch?v=CKsSvR5u-qk
Common language
99% 99minvs.
Metric: Availability
with understandable targets
Listen before speaking
6%
21%
41%
32%
Delivery Ordering UX Other
Complaints Top 5 topics
Downtime
Mobile
Speed
Login
Forms 5%
6%
19%
21%
36%
Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014
Downtime
Mobile
Speed
Login
Forms 5%
6%
19%
21%
36%
Top 5 topics
Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014
Downtime
Mobile
Speed
Login
Forms 5%
6%
19%
21%
36%
Top 5 topics
18%
28%
16%26%
12%
IncheckenReadinessContactVodafoneAbonnement
Mobile
Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014
Downtime
Mobile
Speed
Login
Forms 5%
6%
19%
21%
36%
Top 5 topics
18%
28%
16%26%
12%
IncheckenReadinessContactVodafoneAbonnement
Mobile
33%
44%
23%
FailReadinessOpnieuw
Forms
Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014
Chief, Indians & Medicine man
Indian
Chief
Influencer
Influencer
Chief
Indian
Influencer
Speaking at events
Meetups
Content Marketing
Trouble is stickyness?
Gum/Shoe
How to make it stick?
Social rule of 4
Social rule of 4
4 topics
4 weeks later
4 times a day
Repeat 4 times
Fixed variation
Public Speaking
Public Speaking
ContentMarketing
Public Speaking
(speak at)Meetups
ContentMarketing
Public Speaking
(speak at)Meetups
ContentMarketing
Public Speaking
Theme based, data driven, repeat the why...
Questions so far?
Focus on real user problems: Why?
Find out how to connect why with your product?
Spread and sell knowledge
Integrate your product into the process
Do it well, your product will sell itself...
Thanks! More questions?M: [email protected]: @jeroentjepkemaW: www.measureworks.nl
Slides: bit.ly/MW-SHA