Win More Deals with a Proven Sales Execution Method

© 2013 IBM Corporation
IBM SWG Europe
Partner Sales Skills Program
“How to Win against the Competition ”
Tom Cairns :
Europe IOT Leader, Sales Skills Development, IBM Software Group Channels

Improve Yield from your Pipeline and Close more Deals
The Sales Execution Method
“How to Win against the Competition – Focus on Sales Execution Skills”

 SALES TRANSFORMATION ………
…..The Sales Execution Method (SEM) Workout to Win (WOW) Program
 The Challenge – Impact of WWW – “The buyers know more than the sellers”
 The Mission – improve sellers sales skills, coach sellers in their accounts
 The Plan - Directly Target Core/Invest BP’s. Coach VADs to do the rest
 The Results – Those adopting the SEM WOW Program rewarded by a 15% to 36%
sales growth, quality pipe and faster deal progression
 The SEM WOW Program – Creates more opportunities, differentiates your
solutions and so closes more sales – it gets results
3
Providing the right
Sales Tools for the right job

3 Key Objectives to drive Sales Execution
1. Identify the Strategic Business Outcome
2. Co-Develop a Compelling Event
1. Share Ownership of the Buying Process
24

Top 5 Reasons Buyers Say That Vendors Lose?
5.) All looked the same so we chose on price.
4.) I never met anyone from that company.
3.) We didn't like their sales approach.
2.) We were more comfortable that the other vendor would deliver what we needed.
1.) The vendor didn't present a business solution that addressed our business problem.
Source : Sirius Research 2012-2013
9

Recent SELLING RESEARCH
( sources; McKinsey and Co and Forrester )
 70% of executives perceive commoditization and lack of competitive differentiation
is their NUMBER ONE GROWTH THREAT
 95% of all C level executives and managers report that they are overwhelmed by
the amount and complexity of data and information
 So, its a great time to be in sales, BUT…………………..
 Only 15% of executives rated their sales call as providing VALUE TO THEM
 Only 7% of executives said they would schedule a follow up meeting
6 © 2014 IBM Corporation

The Changing Landscape….
"The internet has changed the timing and nature of the first
interaction that sellers have with buyers. Today's (B2B)
buyer wants to go into the buying process as far as
possible before having any contact with salespeople.
Buying experiences that begin electronically are becoming the
rule, and that trend will continue."
- John Holland, Tim Young
Rethinking The Sales Cycle

If they have to call you… you are already late….
The average B2B purchase decision is
57% complete, and more than 10
information sources have been
consulted, by the time a supplier is
engaged.

Selling Yesterday
Leads
Opportunities
Qualified Opps
Contract
Customer
Latent Pain
Burn Victim
Not a Priority
10-20%
Looking
Salesperson has
information that prospect
does not have.
Salesperson assists in
creating vision

Selling Today in Changing Buyers Landscape?
Leads
Opportunities
Qualified Opps
Contract
Customer
Latent Pain
Burn Victim
Not a Priority
10-20%
Looking
Buyers create
their own buying
vision without
Salesperson
Information
Everywhere
Information
Everywhere
Social
Networking
Social
Networking
Internet,
Websites,
Blogosphere
Internet,
Websites,
Blogosphere
Data,
Smartphones
mobile
computing
Data,
Smartphones
mobile
computing
Salesperson has
information that prospect
does not have.
Salesperson assists in
creating vision

SO, WHAT DO WE DO ?
WE NEED TO CHANGE THE CONVERSATION NOW

WE need to Change our Conversations – earn the right to ask questions ……
by showing INSIGHT to Customer Business Problems linked to Outcomes
 GRAB Customer Prospect Attention by showing INSIGHT to key Business Problems
 INDENTIFY Problems that BLOCK their key STRATEGIC BUSINESS OBJECTIVES
 QUANTIFY IMPACT of the BUSINESS PAINS caused by Business Problems
 SEPARATE their TECHNICAL PAINS and LINK each to specific BUSINESS PAINS
 HIGHLIGHT YOUR UNIQUE CAPABILITY to solve TECHNICAL PAINS to then remove
linked BUSINESS PAINS and so achieve BUSINESS OUTCOMES and OBJECTIVES
 NOW PROVE IT WITH YOUR UNIQUE SOLUTION
 CUSTOMER UNIQUE VALUE is achieved

The Proven Sales Execution Method
“Selling is a Science and an Art”

© 2010 IBM Corporation3
THE PROVEN SALES EXECUTION METHOD
PLANNING SELLING NEGOTIATION/CLOSING

The SALES EXECUTION METHOD
PLANNING
BUSINESS PLANNING
BUSINESS DEVELOPMENT
SELLING
Deal PROGRESSION “ health check”
OPPORTUNITY IDENTIFICATION AND QUALIFICATION
UNDERSTAND INFLUENCE
DISCOVERY to gain Insight
SOLUTION, DEFINITION & PROOF
ALIGNMENT, Agreement
NEGOTIATION & CLOSING
ALIGNMENT, Negotiation, Won
IMPLEMENT
CONFIRM
27

The SALES EXECUTION METHOD…with WOW Sales Tools
PLANNING
BUSINESS PLANNING - TERRITORY PLAN and ACCOUNT GROWTH TOOL
BUSINESS DEVELOPMENT – PROSPECTING, PIPELINE & BUSINESS DEV. TOOL
SELLING
Deal PROGRESSION “ health check” – THE “ WOW SELLER CHECKLIST” TOOL
OPPORTUNITY IDENTIFICATION, QUALIFICATION – QUALIFICATION PLUS “EX3” TOOL
UNDERSTAND INFLUENCE - INFLUENCE MAP TOOL
DISCOVERY to gain Insight - CLIENT VALUE IMPACT PROFILE TOOL
SOLUTION, DEFINITION & PROOF – DEAL WIN SCORE CARD TOOL
ALIGNMENT, Agreement - CLIENT VALUE DIAGRAM TOOL
ALIGNMENT, Negotiation to win - NEGOTIATION GET – GIVE TOOL
IMPLEMENT - IMPLEMENTATION PLAN TOOL
CONFIRM – NEW REFERRALS PRE – CALL PLANNING TOOL
© 2014 IBM Corporation17
Providing the right
Sales Tools for the right job

Now for the format we’ll follow
to guide us through each step
of the sales process…

Step #Step #
GOAL: Goal of the Stage
TOOLS: • Key tools in Support of the stage
ACTIVITIES: • Key Activities of this Stage

Step #Step #
CHECKLIST:
 Checklist of milestones that should be met prior to moving
on to next Stage
VERIFIABLE
OUTCOMES:
 Key Outcome of this step that should be expected
before moving on

And NOW for a little…Workout and Exercise

The WOW Checklist – The Compass that guides us
“Are we going to reach our Destination?”

PLANNING
SELLING
69

Opportunity Identification
“Every Problem is an Opportunity”

PLANNING
SELLING
73

Step 3 WORKOUT – EX3 ToolStep 3 WORKOUT – EX3 Tool
Workout
Exercise
Objective: Define whether you have a qualified
opportunity – Articulate the following……
1.What is the Business Problem ?….and the
associated Business Pain?
2.Which LOBs does this business problem impact?
3.In client terms…what is the potential financial
impact of……
a) The business pain?
b) Solving the business pain?
c) Doing Nothing?
4.Client sees the value of solving the business pain?
5.What is the implementation timeframe? Compelling
Reason to Act or Compelling event?
6.What is the anticipated buying process?
7.Will we win? What are your unique differentiators?
Outcome: Qualified with Action Plan
SEM WOW:
CRM:
Customer:
Opportunity Identification
Identified / Validating
Analyze Impact
11

PRIORITIZE YOUR OPPORTUNITIES – PROSPECTS SCORECARD
26 IBM Confidential
1. ORGANIZATIONAL BASICS ( do not pursue the deal if either is NO )
1. Does the customer have significant current or potential
spend?
2. Is the customer financially sound
2. OPERATING ENVIRONMENT (1 point for each yes)
1. Does the customer face external pressures to change, such
as new industry regulations or loss of market position
2. Are there internal pressures to change, such as new
management or a rethinking of strategic direction?
3. VIEW OF THE STATUS QUO (2 point for each yes)
1. Is there organization-wide discontent with the status quo?
2. Does the current supplier fall short of expectations?
3. Is the customer unhappy with existing work processes?
4. RECEPTIVITY TO NEW OR DISRUPTIVE IDEAS (3 point for each
yes)
1. Do internal stakeholders frequently share best practices?
2. Do they attend conferences and other learning events
3. Do leaders look to the broader organization for ideas?
5. POTENTIAL FOR EMERGING NEEDS (4 point for each yes)
1. Do stakeholders engage in constructive dialogue when their
assumptions are challenged?
2. Do they seek to continue conversations about industry
benchmarks and trends?
3. Is there at least one confirmed “mobilizer” in the company?
YES NO
UNKNOWNYES NO
TOTALSOURCE; HRB JULY/AUG 2012

PRIORITIZE YOUR OPPORTUNITIES – EVALUATE YOUR PROSPECTS
SCORING METRICS
27 IBM Confidential
0 - 10 10 - 20 20+
CONSIDER NOT
PURSUING THE
OPPORTUNITY
CONSIDER PURSUING
THE OPPORTUNITY
WITH LIMITED
RESOURCES
CONSIDER PURSUING
THE OPPORTUNITY
WITH FULL
RESOURCES
SOURCE; HRB JULY/AUG 2012

Discovery to gain Insight
“Insight ……….develop with Empathy”

PLANNING
SELLING
98

SEM Stage – Discovery & Insight
The Client Value Impact Profile (CVIP)
Use the CVIP as a guide to identify and articulate the Partner/IBM solutions client specific
value that is meaningful to decision makers. The CVIP captures and connects Strategic
enterprise objectives with the Partner/IBM solutions enabled business outcomes
105

Requires 15
additional
headcount
Increased HW,
Support and
maintenance cost
IT is 16% over
budget
$15 million spent
Off contract
Frustrated
Marketing team
20% turnover in
marketing
Report distribution
takes four days
Users do not have
right data in
a useable format
Slow decision
making in
marketing
All report
development
is in IT
Too many IT
Resources to
meet user rpt req
Need different
reporting tools
SysAdmin and
Servers for each
reporting tool
Data is stored in
multiple systems
No visibility to
spend by vendor
Missed three
Major market
opportunities
Client Value Diagram
10% increase
in costs Y/Y
Improve operating
margin by 8%
Grow market
share 3%
Market share
declining
3% per year
Operating margin
8%
below expectations
112

Value Proposition – Solution, Definition & Proof
“Value is like beauty……….it’s in the eye of the beholder”

Leveraging Your Work in the CVIP
Objective Current Barriers Desired
Outcome
Stakeho
lder
Metric Value
Driver
Capabilities
What are you
trying to do?
What is the
need?
Business Pain - Why
can’t you do it
today?
Technical Pain – Why
can’t you do it today?
What does success
look like to you?
Who
cares
about this
most?
What is the
highest level KPI
that this can
positively affect?
What in IBM’s
solution enables this?
Need to
reduce time
wasted on low
value
customers
Can’t find revenue
contribution by
customer
No access to the right
information since data is
stored in multiple
systems
Increase
opportunities by
identifying key
markets
John
Smith, VP
Marketing
Increase sales /
revenue by 4%
Access to all data
source
simultaneously to
provide federated
queries
IBM ahead of SAP
This will help you analyze
revenue contribution by
customer so you can
identify key markets and
focus on your goal of
increasing sales by 4%
The federated query
capability that is so unique
to IBM Cognos 10
The case study for
Customer XYZ highlights
that they chose IBM over
the other vendors they
were evaluating because of
…
Establish
Credibility
State the
Advantage
Close with a Value
Statement
125

Negotiating and Closing
“Never give without getting”

Sales Tools
PLANNING
SELLING
132

Negotiating and Closing – The No 1 Issue in selling?
The Theory – If salespeople are not making their numbers they must have a
problem closing
The Fact – The so called skill of asking for the order is NOT the big problem; the
real problem with closing is not defining or diagnosing the prospect’s problem and
not creating the link to value
The Solution – The best close is NOT to have a close……using the Sales
Execution Method with solution selling techniques results in Closing being the
natural evolution of the sales process
40

Negotiation Worksheet
The Give/Get List Template - Example
Our
Priority
GET GIVE Projected
Customer
Priority
Element
Potential
Value
Potential
Value
Element
1 Larger Volume deal $100k $15k Payment terms/special financing 2
2 Become a reference $?k $20k Training discounts 1
3 Lower cost of sales by avoiding
Pilot
$5k $10k Short-term licenses 4
4 Referrals for new business
prospects
$?k $10k Refund on proof of concept already
conducted
3
5 Pay software cost for Phase II at
same time as Phase I
$2k $1k Reduce software costs 5
Partner / IBM NON NEGOTIABLES Customer
Maintenance Discounts
Free Consulting
141

Successful Closing and Negotiation
 Follow the Sales Execution Method steps to ensure closing is a natural
evolutionary part of the sales process
 Build a Get/Give List
 Create a Negotiation worksheet for each opportunity approved by your
manager
 Create specific Negotiation Call Plan for each interaction
 Negotiate from a position of strength – have a strong Pipeline
 Final agreement = sales success
143

IBM SWG Europe
Partner Sales Execution Skills Program
NEXT STEPS?

THE SEM WOW PROGRAM…….
44

An Example SEM WOW PROGRAM …….

Sales must
register for 1
of the 4
available
sessions on
each subject
An Example Partner SEM WOW PROGRAM …….

Win More Deals with a Proven Sales Execution Method

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