Did you know that?
> Up to 67% of the purchasing process is already completed before your sales reps are getting their first meeting with the prospect
> 2/3rds of all deals are going to those who can engage earlier and in a more thought provoking way
Some say this could be the end of Sales as we know it! Others are taking the challenge head on successfully empowering sales reps to engage earlier to help facilitate the buyer’s journey, get stalled deals moving and improve win rates.
In this live interview, Sales Enablement expert Jim Ninivaggi from SiriusDecisions will discuss the significance of this research and the best techniques and tools to go from Trick to Treat.
1. Scary late. How to Turn a Big Sales
Challenge from Trick to Treat
Jim Ninivaggi
Service Director,
Sales Enablement
jninivaggi@siriusdecisions.com
@jninivaggi
@SiriusDecisions
www.siriusdecisions.com
Thomas Pisello
CEO & Founder
tom@alinean.com
@tpisello
@AlineanROI
www.alinean.com
2. Sales invited later into the decision making
process?
Ideas
Exploration Evaluation
Selection
More than 1/2 to 2/3rds decision process complete?
67
%
Sales reps invited when Buyer has
already established a clear picture of
solution.
3. Is this really as bad as it sounds?
Realized the Gain?
We Can Deliver More!
Existing
Customers
Buyer
Initiated
Provider
Initiated
Justify the Gain
We Deliver Bottom-Line Impa
Prove not the Same
We Deliver Better Value!
Illuminate the Rain
Quantify the Pain
Insights for you! We Can Help Identify Challenges!
4. How to best address?
Exploration
Ideas
Provider Initiated
Evaluation
Selection
Buyer Initiated
Existing Customers
Illuminate the Rain
Realized the Gain
Justify the Gain
Insights for you!
Renewal /
Addition
We Can Deliver More!
We Deliver Bottom-Line Impact!
Quantify the Pain
Prove not the Same
We Can Help Identify Challenges!
We Deliver Better Value!
5. What is common across the 3 scenarios?
#1 issue
Value Conversation =
Yes!
Content
Sales Enablement
Different
Points of Value!
6. What can tools do to facilitate?
Value Actualization Tools
Yes!
•
•
•
•
•
•
•
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•
Guided Conversations
Totally Personalized
Visual Storytelling
Benchmark Insights
Diagnostic Assessments
Cost of “Do Nothing”
Financial Justification / ROI
TCO & Value Differentiation
Conversation Intelligence
7. Best practices for value actualization
tools?
Ideas
Exploration Evaluation
Selection
Renewal /
Addition
Adoption
Throughout Entire Buyer’s Journey
Unique Point of Value
8. What investments are not working today?
Death by PowerPoint
Customer Presentations
Traditional onesize-fits-all
content
Sales
Messaging
Guidebooks
Traditional Sales
Training
9. Bottom line advice?
Value Actualization Tools
Yes!
•
•
•
•
•
•
•
•
•
Guided Conversations
Totally Personalized
Visual Storytelling
Benchmark Insights
Diagnostic Assessments
Cost of “Do Nothing”
Financial Justification / ROI
TCO & Value Differentiation
Conversation Intelligence
10. Scary late. How to Turn a Big Sales
Challenge from Trick to Treat
Jim Ninivaggi
Service Director,
Sales Enablement
jninivaggi@siriusdecisions.com
@jninivaggi
@SiriusDecisions
www.siriusdecisions.com
Thomas Pisello
CEO & Founder
tom@alinean.com
@tpisello
@AlineanROI
www.alinean.com
Notas do Editor
Sales people being invited later and later. Varying claims in the research indicate anywhere between ½ and 2/3rds of the process complete prior to sales being invited. What’s the real number? 67% indicated they are brought in when the buyer has already established a clear picture of the solution they want.
This sounds bad, but is it in all cases? What’s the tangible impact of this late involvement? Typical pipeline of any salesperson …. Certain number are with existing buyers, have a short list to select you or near competitor… high velocity, greater percentage close…. So not bad at being brought in late.How you stack rankReframe if not to your advantage …. Reframe the problem and the solution to solve that problemDifferentiate costs and value Buyer initiates the relationship …. Call in interested in solutions. Why interested, how far down the path.Need is already identifiedIf looks like our solution, all setIf not, reframe provocatively business problem and solutionIf they do late in the process differentiateIf its early, you want to influence the picture of solution Those deals where sales rep / marketing team initiated early proactivelyWhy change? Why now?Move off the status quo? Can’t meet the growth goals typically with just one, or even two of these. Want to win all three of these. House painting analogy …. 10 on a street …. Challenger works well in some situations, but not all.
So how do you arm your sales folks with the ability to deal with these dramatically different buying scenarios and add value to each engagement? Don’t challenge right off the bat if they’re already in your camp.Existing clients - Articulate value you provided, value you can continue to provide. Don’t want to give them a reason to look anywhere else … need to remind buyers of the value you provide. CFO – why spending the money …. Interested prospect – Early - assess the issues their solving versus your solutions, reframe if you can in your favor, justify your valueLate – differentiate; prove your lower TCO, higher value Missionary prospect – provocative approach to their challenges….. cost of do nothing and value of change.
What do all of these approaches have in common? Deals are won or lost on the conversation … the better, more appropriate the conversation, the better. Assets and content in order to facilitate this. Most important issue to resolve. Once in middle of decision process …. You need to sell the value story to the buyer. Need to have the right story / justification for the right step in the process Points of value … roles – technical, business, financial
Think adoption firstSuper easy for the reps to use …. They avoid any tool on competence and confidence … super intuitive, super easy to useFlexible, as the dynamics change, they can use it in an agile wayAnything that makes you look less than competent you wont use it … has to be foolproof. Think across the journey Guide to the right individual tool Adapt to the right step in the journeyPOV Relevant to the specific role and the challenges to solve What’s important to them Objections – do nothing / risk in changing, misunderstanding, drawback (it is what it is), skepticism … offer a proof source to overcome the risk and skepticism, competitive considerations.