Selling With Insights...

• 1. 2014 Richardson. All Rights Reserved.Selling withInsightsis a best practicebut has its risksDavid DiStefano, CEO, Richardson

2. 2014 Richardson. All Rights Reserved.1 3. To obtain knowledge, references and referrals 2014 Richardson. All Rights Reserved.Buyers Use Social Media2IDC. Social Buying Study Feb 2014 4. To dive deeper on individual level 2014 Richardson. All Rights Reserved.Buyers Use Social MediaIDC. Social Buying Study Feb 20143All Buyers CXO/Executive Buyers 5. 2014 Richardson. All Rights Reserved.Buyer Engage DifferentlySource: Forrester Research4Buyers engage much later60% - 90% COMPLETEResearch & Due Diligence First Contact Decision 6. How Buyers Act Differently 2014 Richardson. All Rights Reserved.Take time to deliberately explore and map outwhere and howRequire greater collaboration on addressingissues bringing together best in brandprovidersIncreasingly more complex; rules baseddecision-makingProof of value and impact required; experienceis more criticalRequire discussions before/after to ensuresolution meets intended goal; require relationalchoices and experiences that involveexchanging ideas and specifications 5 7. Buyers Feel Differently 2014 Richardson. All Rights Reserved.61 in 10executivesget value frommeetings withsalespeople(Forrester Research)#1reason repsmiss quota:Inability toarticulatevalue(Sirius Decisions)17%of reps get asecond meetingwith an executive(Forrester Research) 8. Sellers Opportunity to ChangeCreate Shape RespondProactive Reactive 2014 Richardson. All Rights Reserved.760% - 90% COMPLETEResearch & Due Diligence First Contact Decision 9. Selling with Insights 2014 Richardson. All Rights Reserved.8 10. Google Search Results 2014 Richardson. All Rights Reserved.9230,000,000Insights73,000,000Selling withInsights 11. What is an Insight? 2014 Richardson. All Rights Reserved.10 Information/perspectivebased on credible researchor relevant experiences Personalized to buyer Opens the buyers mind Builds urgency 12. 70%of USExecutives areconcerned aboutabsence of skillsnecessary 2014 Richardson. All Rights Reserved.11 13. Why do Insights Matter? 2014 Richardson. All Rights Reserved.123 Reasons 14. Where do Insights Come From? 2014 Richardson. All Rights Reserved.13 Research & Preparation Experience and Industry Expertise Innovation Knowledge of the Customers Business 15. 2014 Richardson. All Rights Reserved.14Innovation:Kellys practices aredesigned around onething: maximizingtime!The practice field isfor repetitionsTraditional coaching isbetter served in thefilm room. 16. 2014 Richardson. All Rights Reserved.Risks andRewards 17. Insights Used Effectively 2014 Richardson. All Rights Reserved.16 Aware of Executive buyingbehavior Identify buying influences Engage in capabilityconversations Convert to business value Better Differentiate Reframe (Shape) thinking Create demand 18. Properly Used Insights 2014 Richardson. All Rights Reserved.17 19. Insights Used Ineffectively 2014 Richardson. All Rights Reserved.18 Lose credibility Portray arrogance Invite objections Miss the connection Lose the opportunity 20. A Poorly Used Insight 2014 Richardson. All Rights Reserved.19 21. Where is all Comes Together 2014 Richardson. All Rights Reserved.20The CustomerConversation 22. Insight Blueprint 2014 Richardson. All Rights Reserved.21 Potential Challenges orOpportunities Potential Impact Potential Need Relevant Capabilities andDifferentiators Selected Insight & Source Desired Aha Moment Potential Objections Possible Resolution 23. Selling with Insights consumer goods1. Bringing new ideas or innovation to market 2014 Richardson. All Rights Reserved. Alignment Focus Knowledge transfer Dialogue skills Unlocking value 24. Selling with Insights Telecom case study2. Launching a new product, service orsolution 2014 Richardson. All Rights Reserved. Internal alignment Customer perspective Focus Knowledge transfer Dialogue skills Communicating value 25. Selling with Insights technology case study3. Breathing life into underperformingproducts, services or solutions 2014 Richardson. All Rights Reserved. Internal alignment Customer perspective Focus Knowledge transfer Dialogue skills Communicating value 26. Selling with Insights media case study4. Making Big Data more meaningful tocustomers 2014 Richardson. All Rights Reserved. Make data moremeaningful and morepersuasive to customers Develop compellingcommunication skills 27. To Summarize Behavior has changed Selling is more challenging Value must be proven in the sale Differentiation is essential Insights are a powerful tool but pose risks Shape and Create opportunities abound Customer conversation is the moment of truth 2014 Richardson. All Rights Reserved.26 28. To learn more about Richardsons Selling with InsightsCurriculum visit us at www.richardson.com 2014 Richardson. All Rights Reserved.27Thank you