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How to Sell Solutions
According to AIIM, Harvard Business Review, Forbes, and Sirius Decisions research

Atle Skjekkeland
Chief Operating Officer
AIIM
askjekkeland@aiim.org
www.aiim.org
AIIM – The Global Community of Information Professionals
www.aiim.org/training

The Need for Education

Source: Sirius Decisions
www.aiim.org/training

Change The Way You Sell
“A recent Corporate Executive Board
study of more than 1,400 B2B
customers found that those
customers completed, on average,
nearly 60% of a typical purchasing
decision—researching solutions,
ranking options, setting requirements,
benchmarking pricing, and so on—
before even having a conversation
with a supplier”
Implications? You need to create
relationships with an organization
before the customer requirements
are set.
Source: http://hbr.org/2012/07/the-end-of-solution-sales/ar/1

3
www.aiim.org/training

Change Your Marketing (1)
 The Buyer’s Journey is what counts – Understanding buying roles
and stages critical
1. Educate - Change the game by engaging new customers at the
beginning of the buying cycle

2. Take Control - Nurture the leads with educational webinars,
whitepapers, etc.
3. Tailor - Document how your solution meets the customers
requirements with solution briefs, vendor comparisons, etc.

 The technology has changed – In-bound marketing, nurturing,
multi-touch.
 Exploding options for content delivery – Videos, podcasts, blogs,
Twitter.
 Thought leadership counts – It’s more than selling.
Source: Sirius Decisions
www.aiim.org/training

Change Your Marketing (2)
Old Approach

New Approach

Prospects get their information
from you

Prospects get most of their information before
they even talk to you

Focus groups

Analytics

One-to-many

One-to-one

Trade shows

Niched conferences

Presentations describe YOU

Presentations that educate THEM

Single use analyst white papers

Multi-use content assets

Product leadership

Thought leadership

Mass e-mail

Segmented and automated drip

Print or print-like delivery

Videos, podcasts, blogs, ebooks
www.aiim.org/training

Provide New & Unique Insights (1)
 Provocation-Based Selling:
 Compels project investments
outside an existing budget
 Challenges the prevailing point of
view
 Addresses unacknowledged angst
 Targets strategic problems
 Begins with the business case and
then provides technical proof
 Starts an executive-level dialogue
 Uses an insightful hypothesis to
provoke a response
 Is proactive in leading, and forcing
issues out
Source: http://hbr.org/2009/03/in-a-downturn-provoke-your-customers/ar/1

6
www.aiim.org/training

Provide New & Unique Insights (2)
What are the two
biggest factors that
would make you
amenable to a
discussion with a
sales
representative from
a non-incumbent
at any time in the
cycle? (Max TWO)

7
www.aiim.org/training

Tailor Your Approach
 Identifying the actual decision makers.
 Identify purchase initiator, gatekeepers,
influencers, deciders, purchaser and the
user.

 Determining how buyers view their selfinterest.
 All buyers act selfishly, but they sometimes
miscalculate.
 Identify financial, product or service, social
or political, and personal benefits
 Gathering and applying psychological
intelligence.
 Make sure that sales calls are highly
productive and informative
 Listen to the sales force
 Reward rigorous fact gathering, analysis,
and execution
Source: http://hbr.org/2006/07/major-sales-who-really-does-the-buying/ar/6
www.aiim.org/training

Leverage Social Media
 “According to a recent study by
InsideView, over 90% of CEO’s said
they NEVER respond to cold emails
or calls.”
 “Replacing the decline in cold
calling is the warmth of social
engagement. Buyers are far more
responsive to social media
messages around relevant topics
initiated by the sales person or the
buyer.”
 “Selling through social channels is
the closest thing to being a fly on
the wall in your customer’s,
prospect’s and competitor’s world.”
Source:
http://www.forbes.com/sites/markfidelman/2012/11/05/t
www.aiim.org/training

Become a Challenger
According to a global study of sales
rep productivity among 6,000 reps
across nearly 100 companies by the
Sales Executive Council:

1. Every sales professional falls into
one of five distinct profiles.
 Relationship Builders
 Hard Workers
 Lone Wolves

 Reactive Problem Solvers
 Challengers
2. Challengers dramatically
outperform the other profiles,
particularly Relationship Builders.
10

Source: http://blogs.hbr.org/cs/2011/09/selling_is_not_about_relatio.html
www.aiim.org/training

Drive B2B Customer Loyalty
Customers value the Challenger
approach according to
research; The biggest driver of
B2B customer loyalty is a
supplier’s ability to deliver new
insights.

Source: Corporate Executive Board
www.aiim.org/training

Reduce Uncertainty / Increase Value
In the most general and
fundamental sense, what the
professional service organization
really has to offer to corporate clients
is the reduction or minimization of
uncertainty.
Clients look at the following 3
uncertainties when buying
professional services:
1. Identifying uncertainty
2. Confronting concrete problems
3. Identifying true professionals
Source: http://hbr.org/1966/03/how-to-buysell-professional-services/ar/1

12
www.aiim.org/training

The New Role of Sales Professionals

Source: Sirius Decision
/ AIIM
www.aiim.org/training

Improve Sales Effectiveness
 Challenge

 Solution

 Identifying more opportunities for selling
solutions and services in different
verticals
 Get ahead of the RFP by engaging
customers early in the buying cycle
 Get sales reps and channel partners to
become more pro-active, not just wait
for leads
 Close more business by better
demonstrating the importance of taking
action
 Get new staff and channel partners
quickly up and running to produce
results

 89% of AIIM trained solution and
service providers claim the
training made their staff more
effective at identifying and
engaging prospects
 78% found AIIM training to be
very or extremely effective at
showing how their solution
matches the customer
requirements

 89% say that AIIM training
improved their staff ability to
demonstrate the importance of
taking action
www.aiim.org/training
AIIM Training Courses – available as online or in-person training classes

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How to sell solutions

  • 1. How to Sell Solutions According to AIIM, Harvard Business Review, Forbes, and Sirius Decisions research Atle Skjekkeland Chief Operating Officer AIIM askjekkeland@aiim.org www.aiim.org AIIM – The Global Community of Information Professionals
  • 2. www.aiim.org/training The Need for Education Source: Sirius Decisions
  • 3. www.aiim.org/training Change The Way You Sell “A recent Corporate Executive Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on— before even having a conversation with a supplier” Implications? You need to create relationships with an organization before the customer requirements are set. Source: http://hbr.org/2012/07/the-end-of-solution-sales/ar/1 3
  • 4. www.aiim.org/training Change Your Marketing (1)  The Buyer’s Journey is what counts – Understanding buying roles and stages critical 1. Educate - Change the game by engaging new customers at the beginning of the buying cycle 2. Take Control - Nurture the leads with educational webinars, whitepapers, etc. 3. Tailor - Document how your solution meets the customers requirements with solution briefs, vendor comparisons, etc.  The technology has changed – In-bound marketing, nurturing, multi-touch.  Exploding options for content delivery – Videos, podcasts, blogs, Twitter.  Thought leadership counts – It’s more than selling. Source: Sirius Decisions
  • 5. www.aiim.org/training Change Your Marketing (2) Old Approach New Approach Prospects get their information from you Prospects get most of their information before they even talk to you Focus groups Analytics One-to-many One-to-one Trade shows Niched conferences Presentations describe YOU Presentations that educate THEM Single use analyst white papers Multi-use content assets Product leadership Thought leadership Mass e-mail Segmented and automated drip Print or print-like delivery Videos, podcasts, blogs, ebooks
  • 6. www.aiim.org/training Provide New & Unique Insights (1)  Provocation-Based Selling:  Compels project investments outside an existing budget  Challenges the prevailing point of view  Addresses unacknowledged angst  Targets strategic problems  Begins with the business case and then provides technical proof  Starts an executive-level dialogue  Uses an insightful hypothesis to provoke a response  Is proactive in leading, and forcing issues out Source: http://hbr.org/2009/03/in-a-downturn-provoke-your-customers/ar/1 6
  • 7. www.aiim.org/training Provide New & Unique Insights (2) What are the two biggest factors that would make you amenable to a discussion with a sales representative from a non-incumbent at any time in the cycle? (Max TWO) 7
  • 8. www.aiim.org/training Tailor Your Approach  Identifying the actual decision makers.  Identify purchase initiator, gatekeepers, influencers, deciders, purchaser and the user.  Determining how buyers view their selfinterest.  All buyers act selfishly, but they sometimes miscalculate.  Identify financial, product or service, social or political, and personal benefits  Gathering and applying psychological intelligence.  Make sure that sales calls are highly productive and informative  Listen to the sales force  Reward rigorous fact gathering, analysis, and execution Source: http://hbr.org/2006/07/major-sales-who-really-does-the-buying/ar/6
  • 9. www.aiim.org/training Leverage Social Media  “According to a recent study by InsideView, over 90% of CEO’s said they NEVER respond to cold emails or calls.”  “Replacing the decline in cold calling is the warmth of social engagement. Buyers are far more responsive to social media messages around relevant topics initiated by the sales person or the buyer.”  “Selling through social channels is the closest thing to being a fly on the wall in your customer’s, prospect’s and competitor’s world.” Source: http://www.forbes.com/sites/markfidelman/2012/11/05/t
  • 10. www.aiim.org/training Become a Challenger According to a global study of sales rep productivity among 6,000 reps across nearly 100 companies by the Sales Executive Council: 1. Every sales professional falls into one of five distinct profiles.  Relationship Builders  Hard Workers  Lone Wolves  Reactive Problem Solvers  Challengers 2. Challengers dramatically outperform the other profiles, particularly Relationship Builders. 10 Source: http://blogs.hbr.org/cs/2011/09/selling_is_not_about_relatio.html
  • 11. www.aiim.org/training Drive B2B Customer Loyalty Customers value the Challenger approach according to research; The biggest driver of B2B customer loyalty is a supplier’s ability to deliver new insights. Source: Corporate Executive Board
  • 12. www.aiim.org/training Reduce Uncertainty / Increase Value In the most general and fundamental sense, what the professional service organization really has to offer to corporate clients is the reduction or minimization of uncertainty. Clients look at the following 3 uncertainties when buying professional services: 1. Identifying uncertainty 2. Confronting concrete problems 3. Identifying true professionals Source: http://hbr.org/1966/03/how-to-buysell-professional-services/ar/1 12
  • 13. www.aiim.org/training The New Role of Sales Professionals Source: Sirius Decision / AIIM
  • 14. www.aiim.org/training Improve Sales Effectiveness  Challenge  Solution  Identifying more opportunities for selling solutions and services in different verticals  Get ahead of the RFP by engaging customers early in the buying cycle  Get sales reps and channel partners to become more pro-active, not just wait for leads  Close more business by better demonstrating the importance of taking action  Get new staff and channel partners quickly up and running to produce results  89% of AIIM trained solution and service providers claim the training made their staff more effective at identifying and engaging prospects  78% found AIIM training to be very or extremely effective at showing how their solution matches the customer requirements  89% say that AIIM training improved their staff ability to demonstrate the importance of taking action
  • 15. www.aiim.org/training AIIM Training Courses – available as online or in-person training classes