Over 16 years of analyzing top producers to find differentiating factors compared to middle and bottom solutions, I've seen top producers use an adaptive sales methodology, tailoring their approach based on the buyer's situation. In this webinar, I share that methodology and advice on how to implement it effectively.

1. How a Different Approach to Selling
Can Unleash Massive Sales Growth
Mike Kunkle
VP of Sales Transformation Services
Fast Lane / Digital Transformation Inc.

2. FastLane.Digital
mike.kunkle@fastlaneus.com
214.494.9950
Mike Kunkle is a highly-respected sales transformation architect and
internationally-recognized sales training and sales enablement expert.
He’s spent 24 years as a corporate leader or consultant, helping companies drive
dramatic revenue growth through best-in-class learning strategies and his proven-
effective sales transformation methodologies. Today, Mike is the VP of Sales
Transformation Services for Digital Transformation Inc. (a division of Fast Lane
Consulting & Education Services) and founder of Transforming Sales Results, LLC. He
consults, advises, writes, speaks, leads webinars, designs sales learning systems that
get results, and guides clients through all aspects of their sales transformation.
Mike Kunkle
VP, Sales Transformation Services Connect with Mike & Follow His Content
Fast Lane Digital Blog http://www.fastlane.digital/blog
Personal Sales Blog https://www.mikekunkle.com/blog
Fast Lane Digital Webinars http://www.fastlane.digital/learning-sessions
SMM Connect Webinars http://bit.ly/STSTonSMM
BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel
LinkedIn Publisher http://bit.ly/MikeKunkleLIPublisher
LinkedIn Profile http://www.linkedin.com/in/mikekunkle
SlideShare http://www.slideshare.net/MikeKunkle
Twitter https://twitter.com/mike_kunkle

3. AGENDA
3
Yes, I have a plan…
Different Approach to Selling
• Why do we need a different approach?
• What is an Adaptive Sales Methodology?
• What are The Four Customer States?
• What are The Four Sales Approaches?
• How do Sales Judgment, a Consultative Mindset,
Relationship & Trust, and Outcome Selling support
Adaptive Selling?
• What nuances should we consider?
• How do you effectively implement an Adaptive Sales
Methodology?

4. Why do we need a
different approach to selling?

5. Why We Need a Different Approach to Selling
“All failure is failure to adapt, all success is successful adaptation.”
~ Max McKeown, author of “Adaptability: The Art of Winning in an Age of Uncertainty”
• B2B selling is more complex than ever
• A VUCA business environment with adaptive problems
• Quota achievement is trending downward
• Buyers’ expectations of sellers are increasing
• One size does not fit all
• AI, Bots, & Machine Learning may replace
transactional selling
• Adaptive models have been proven in leadership
• Adaptive models have been tried (differently) in selling
• The quote about insanity (misattributed to Einstein)
5

6. What is an Adaptive
Sales Methodology?

7. A flexible approach to selling
that utilizes sales judgment
to adjust the sales approach
to fit the buyers’ situation.
An Adaptive Sales Methodology is…
Why?
Outside-In
More buyer-centric
Generate more leads
Win more opportunities
Competitive differentiation!
7

8. 8
What are the 4 Customer States?

9. The Customer States
Needs
Problems
Objectives
Opportunities
The 4 Customer States
9

10. The Customer States
• They know they need to change
something, and may or may not
know what to do.
Needs
Problems
Objectives
Opportunities
The 4 Customer States
10

11. The Customer States
• Something isn’t right but they’re not
sure about the root cause or what
to do, if anything.
Needs
Problems
Objectives
Opportunities
The 4 Customer States
11

12. The Customer States
• They have clear ideas in mind
about initiatives that they need to
support.
Needs
Problems
Objectives
Opportunities
The 4 Customer States
12

13. The Customer States
• We see opportunity for
improvement that they may not yet
see.
Needs
Problems
Objectives
Opportunities
The 4 Customer States
13

14. What are the 4 Sales Approaches?

15. The Four Sales Approaches
Needs Needs-Based Selling
Problems Solution-Based Selling
Objectives Objective-Based Selling
Opportunities Insight-Based Selling
The 4 Customer States The 4 Sales Approaches
15

16. The Four Sales Approaches
Sales Approach:
• Uncover their needs – understanding the What,
Why, When, and Where, and the priority of their
needs
• Select the right solution to meet the needs
• Present the solution in context of the needs
• Resolve any concerns
• Negotiate
• Close the sale
Needs-Based Selling
Solution-Based Selling
Objective-Based Selling
Insight-Based Selling
The 4 Sales Approaches
Customer State: They know they need to change
something, and may or may not know what to do.
16

17. The Four Sales Approaches
Needs-Based Selling
Solution-Based Selling
Objective-Based Selling
Insight-Based Selling
The 4 Sales Approaches
Sales Approach:
• Understand the problem
• Validate it’s worth solving
• Diagnose root causes
• Problem-solve with the client
• Select or build an appropriate solution
Customer State: Something isn’t right but they’re
not sure about the root cause or what to do, if
anything.
17

18. The Four Sales Approaches
Needs-Based Selling
Solution-Based Selling
Objective-Based Selling
Insight-Based Selling
The 4 Sales Approaches
Sales Approach:
• Understand their goals and objectives
• Understand their capabilities and plans relative
to achieving those objectives
• Position yourself as an expert resource who can
help them achieve those objectives
Customer State: They have clear ideas in mind
about initiatives that they need to support.
18

19. The Four Sales Approaches
Needs-Based Selling
Solution-Based Selling
Objective-Based Selling
Insight-Based Selling
The 4 Sales Approaches
Sales Approach:
• Present data and insights
• Interpret situations
• Share thought leadership and expertise
In order to…
• Seed new ideas
• Foster an Aha Moment
• Shift current thinking to view things in a new
way.
Customer State: We see opportunity for
improvement that they may not yet see.
19

20. How do…
Sales Judgment
Consultative Mindset
Relationship & Trust
Outcome Selling
… all support
Adaptive Selling?

21. Judgment | Mindset | Relationship | Outcomes
Needs Needs-Based Selling
Problems Solution-Based Selling
Objectives Objective-Based Selling
Opportunities Insight-Based Selling
The 4 Customer States The 4 Sales Approaches
ConsultativeMindset
SalesJudgment
Outcome Selling Foundation
Relationship | Trust
21

22. Sales Judgment
Sales Utility Belt Concept
• Like Batman’s utility belt
• Load up with tools you need
• Grab the right tool at the right
time
http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/
22

23. Sales Judgment
• With training and practice, reps
can use judgment to…
- Listen
- Interpret
- Decide
- Respond
…purposefully, in the moment,
with the right methodology, to
move the sale forward.
What Does Judgment Do For Sales Pros?
23

24. The Consultative Mindset
• Consultative selling is helping buyers solve problems, enable opportunities, and/or reduce risks
to achieve their desired outcomes, in a way that delivers value to them, as they perceive it.
Value = Outcomes > Solution TERM + POC
(Time, Effort, Resources, Money + Pain of Change)
• “You get what you want when you help enough other people get what they want.” ~ Zig Ziglar
• “Seek first to understand, then be understood.” ~ Stephen Covey
• Take a problem-focused approach to prospecting, not a product-based approach.
• Ask the difficult and authentic questions (and learn the skills to do it).
• Learn how to present insights, float ideas, and disagree with ideas, without challenging people.
• Present solutions to help buyers achieve their stated desired outcomes, not unrelated product
and company “pitches.” Better yet, co-create solutions with your buyers and have a dialogue.
• Stop thinking “overcoming objections” and start thinking “resolving concerns.”
24

25. The Consultative Mindset
25

26. Outcome Selling: The Situation Assessment Framework
Future State Factor Analysis
Plans and Initiatives
• Related past initiatives & outcomes
• Current initiatives & status (Current State)
• Future planned initiatives & status
• Compelling event | Critical business need
Analysis
• Desired outcomes
• Problems to avoid
• Opportunities to maximize
• Risks | Threats to initiative success
Impacts (Positive)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• Other operational metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Needs Validation
• Improve | Accomplish | Avoid
Current State Factor Analysis
Overview
• Strategic objectives
• Tactical plans | Current initiatives
• Business performance
• Metrics that matter
Analysis
• Current successes
• Current problems
• Perceived opportunities
• Risks | Threats of status quo
Impacts (Negative)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• Other operational metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Needs Hypothesis
• Improve | Accomplish | Avoid
Qualification Methodology
Uncover and validate:
• Decision Makers: Types of buyers and
buyer roles
• Decision Criteria: Buying process with
decision/exit criteria
• Urgency: Compelling event (if exists) and/or
critical business need *
• Outcomes: The outcomes, achievements,
and/or Metrics that Matter Most* to the
Decision Makers
• Economics: Initiative is funded, or
budget/funding available
• Options: Who are you competing with
(including status quo and DIY)?
* Included in Factor Analyses
Gap Analysis
Impact Analysis
POINT A – What Is POINT B – What Should Be
26

27. The Adaptive Selling Framework
27
Needs Needs-Based Selling
Problems Solution-Based Selling
Objectives Objective-Based Selling
Opportunities Insight-Based Selling
The 4 Customer States The 4 Sales Approaches
ConsultativeMindset
SalesJudgment
Outcome Selling Foundation
Relationship | Trust

28. What nuances should we consider?

29. Nuances of Adaptive Selling
• Is there a buyer’s journey in progress? If so, where are you entering?
- Generating an opportunity
- Influencing current thinking
- Reacting to an inbound inquiry
• Be prepared to adapt your adaptive approach (shift gears and move
between methods).
• Let each decision-makers’ Buying Process Exit Criteria be a guide.
29

30. How do you effectively implement
an Adaptive Sales Methodology?

31. Very
Carefully!

32. Sales Learning System: Teaching Sales Judgment
Sales Utility Belt Concept
• Being present/listening
• Interpretation
• Decision-making
• Purposeful competence
http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/
32

33. Sales Learning System: Teaching Sales Judgment
Sales Utility Belt Meets Training
• What
• Why
• How
• When
• Where
Situation
Choice
Choice
Choice
Choice
Choice
?
?
?
?
?
33

34. Sales Learning System: Teaching Sales Judgment
Sales Utility Belt Meets Training
• What
• Why
• How
• When
• Where
Choice
Best Choice
Choice
Choice
Choice
Don’t Skip!
Conscious
Competence
Situation
34

35. Sales Learning System: Prepare for Change
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
1
5
4 3
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
• Ensure that your training content will get results
• Design a great learning experience
• Engage, enable, and empower frontline sales managers
35

36. Sales Learning System: Guide the Change
36
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
• Ensure that your training content will get results
• Design a great learning experience
• Engage, enable, and empower frontline sales managers
Guide the Change (The 5 Stages)
• Teach the content, validate learning occurred
• Sustain the knowledge
• Develop skills (practice with expert feedback loops)
• Transfer and apply skills on the job
• Coach to mastery over time
1
5
4 3
2
36

37. The 5 Stages of Sales Mastery & Behavior Change
37
Stage 1:
Knowledge
Acquisition
Acquire the knowledge
behind the skill with
examples and
assessments/tests to
validate learning.
eLearning, Classroom
Instruction (FTF or
Virtual), Assessments
Stage 2:
Knowledge
Sustainment
Sustain the knowledge;
reverse the “forgetting
curve.”
Q&A, Check-Ins,
Assessments, Learning
Reinforcement
Systems
Stage 3:
Skill
Development
Develop and practice
skills. Convert
knowledge into
behavior.
Flipped Classrooms,
Role Playing, Live
Simulations, Virtual
Coaching Tools
Stage 4:
Skill
Transfer
Apply the newly-
acquired and practiced
skills in the workplace.
Mentoring and
Preparation to Use
Skills, Forms/Job
Aids/Performance
Support
Stage 5:
Skill
Mastery
Guide and coach reps
to skill mastery and
performance outcomes,
over time.
Sales Analytics, Field
Training and Coaching,
Coaching Forms and
Tools
Learn something new.
Known to work.
What, Why, & How.
Don’t forget. Just
because they learned
something new, doesn’t
mean they’ll retain it.
Just because they know
and remember, doesn’t
mean they can do it.
Just because they can
do it, doesn’t mean they
will. (Skill/Will Matrix)
Just because they tried
it, doesn’t mean they
did it well or will
continue to do it.
STAGE
WHAT
HOW
WHY
37

38. Sales Learning System: Cement the Change
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
• Ensure that your training content will get results
• Design a great learning experience
• Engage, enable, and empower frontline sales managers
Guide the Change
• Teach the content, validate learning occurred
• Sustain the knowledge
• Develop skills (practice with expert feedback loops)
• Transfer and apply skills on the job
• Coach to mastery over time
Cement the Change
• Get metrics and measures in place
• Manage to behavior and performance expectations
• Lead and manage the change until it cements in the
culture
1
5
4 3
38

39. How Sales Tools/Services Can Support The 5 Stages
Learning
Platforms
Virtual Practice
Environments
Knowledge Skill Development Transfer Support
Sustainment
“Game Film”
1 3
2
4
5
Job Aids
Manager Toolkits
Sales Playbooks
Mastery
Coaching
Learning
Reinforcement
Systems
START
EPSS
Training
Content
Must Get Results
When Used
39

40. Appendix

41. Additional Reading on The Four Systems
• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview
• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection
• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport
• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning
• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement
Sales Selection Sales Support Sales Learning Sales Management

42. Complimentary White Paper
Realizing the Growth Potential of the Internet of Things:
The Convergence of Market Opportunity, Design Thinking,
Technical Enablement and Sales Enablement
http://bit.ly/DTI-IoTPotential

43. Free Sales Coaching Excellence eBook by Mike Kunkle
http://bit.ly/SalesCoachingeBook-DTI

45. GAJAH ANNUAL REPORT 2015 | 45
1800 Perimeter Park Morrisville, NC
www.DXform.io
info@dxform.io
1.855.778.7246
THANK YOU!