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Building value through 
Marginal Gains 
Paul Kenny
The life of a Sales Coach
Why we 
Win/Lose 
Sales
Creating Positive User Experiences Through Technology - Paul Kenny
Zone Of 
Uncomfortable 
Debate
Creating Positive User Experiences Through Technology - Paul Kenny
Creating Positive User Experiences Through Technology - Paul Kenny
Creating Positive User Experiences Through Technology - Paul Kenny
Creating Positive User Experiences Through Technology - Paul Kenny
Creating Positive User Experiences Through Technology - Paul Kenny
Three insights 
• All value exists only in 
the mind of the buyer 
• Few (if any) purchasing 
decisions are rational 
• Our perceptions of 
value are driven by 
many different factors
Creating Positive User Experiences Through Technology - Paul Kenny
5 Key Battles
First Impression
Insight & Understanding
Air Time
Credibility
Relationship & Rapport
Sales Super Powers
Habits That Matter 
Understand “Value” 
Dialogue 
Share Stories 
Ask For Commitment 
Manage Resistance
Creative Empathy 
The ability to appreciate and anticipate what a 
customer might value and to find a way of creating 
value early in the sales process
Dialogue 
The ability to build a detailed 
understanding of the need behind the 
need
Engaging Stories 
The ability to communicate our 
capabilities in a meaningful, relevant 
and memorable way
Gaining Commitment 
Our ability to build value by getting the client to 
make continuous commitments to address their 
needs.
Managing Resistance 
The ability to add value by addressing 
inevitable concerns worries and doubts in a 
credible way
Finally 
Never underestimate the value 
created by a thoughtful and well 
executed sales process.
paul@oceanlearning.co.uk 
@paulkennyOL

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Creating Positive User Experiences Through Technology - Paul Kenny

Notas do Editor

  1. developed sales, management and personal development training programmes for companies in Europe, North America, Africa and Asia. providing coaching and L&D design, organising conferences and doing a spot of investing in interesting projects. Selected because of his insight into the market and the business of software.

  2. The study of critical conversations i.e. sales conversations
  3. Three difficulties Sales is a big word….describes the result and sometimes the process but not the nuance of the conversation.
  4. These Questions are provided to give you a framework for discussion Winning business is always about beating the competition, (which may just be the status quo) The good news is you only have to win it by a nose
  5. Value The Job that the product does not features and benefits Dialogue = Unselfish Questioning