Business Recovery - How Do I Get My Share? CEO/Jeff Koser - Selling to Zebras, LLC BizTech Expo presentation - 4/19/10 If this is recovery, how do I get my share? The word "recovery" at least, seems to be gaining momentum. But in this recovery there is a "New Normal". In the “New Normal” sales levels, margins and average deal sizes are still down; sales cycles are longer many ending in non-decision—why? Jeff discussed how to address these critical sales related business issues.

1. Business Recovery-
Are You Getting Your Share?
April 29, 2010

2. The New Normal

3. How Big is this Problem?

4. Economic Recovery ! &" ! &# + # 8
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5. Sales Challenge—The New Normal
ales levels, margins and average deals sizes are down
Sales cycles are longer with many ending in non-
decision

6. Solution
Develop a Zebra
– Develop the seven questions you will ask about every prospect
– Zebra Score each prospect to determine two tipping points
– Accentuate strengths and strategize to fill gaps
…a Zebra is your perfect
prospect. One where you would
Implement thewin based on objective identifiable
Zebra Buying Cycle
characteristics.
– Research prospect issues
– Create financial case for change to ensure access to Power

7. Here’s our Goal
Prospect Name:
EXTREMELY EXTREMELY
ATTRIBUTES FOR ZEBRA SCORE UNFAVORABLE FAVORABLE
0 1 2 3 4 Score
Individual Profile 4 Date Comment
No indication that Individual
thi s indi vidual unde rstands value.
unde rstands value . Has a history of
All that matte rs is the making inte lligent
pri ce . purchase decisions.
0 1 2 3 4
Level of Use/Need 4 Date Comment
Little de mand. Not Strong ne e d for our
much ne e d for our products. Lots of
product or solution. applications. Full line
prospect.
0 1 2 3 4
Access to Power 3 Date Comment
Real decision make r We are pre se nting to
will not give us access powe r. Powe r has the
abili ty and de sire to
make a de cision.
0 1 2 3 4
Funding 2 Date Comment
Prospe ct doesn't have Prospe ct has the
the financial capacity financial re sources
and other financial
ne eds to be a good
match
0 1 2 3 4
Value 3 Date Comment
Not quantifiable . Power agre e s our
products "pay for
the mse lve s".
0 1 2 3 4
Technology 1 Date Comment
No re cognition of our O ur te chnology and
products advance d delive ry advantage s
advantage s. are re cogniz e d and
value d.
0 1 2 3 4
Service 3 Date Comment
Se rvice doe sn't se e m The way we sell and
to matter provide service is
almost as i mportant
as our products.
0-9 10-19 20-28 20
High Some ZEBRA
Risk Risk SCORE

8. First Attribute of Your Zebra
Individual Profile or Company
– Most reference worthy customers
– Last five deals you won
– Best customers—repeat business and profitability
– Philosophies/Ideals/Size
– Conversely the last few deals you lost

9. Completed Product Zebra!
Great—You Have a
Prospect Name:
EXTREMELY EXTREMELY
ATTRIBUTES FOR ZEBRA SCORE UNFAVORABLE FAVORABLE
0 1 2 3 4 Score
Individual Profile 4 Date Comment
No indication that Individual
thi s indi vidual unde rstands value.
unde rstands value . Has a history of
All that matte rs is the making inte lligent
pri ce . purchase decisions.
0 1 2 3 4
Level of Use/Need 4 Date Comment
Little de mand. Not Strong ne e d for our
much ne e d for our products. Lots of
product or solution. applications. Full line
prospect.
0 1 2 3 4
Access to Power 3 Date Comment
Real decision make r We are pre se nting to
will not give us access powe r. Powe r has the
abili ty and de sire to
make a de cision.
0 1 2 3 4
Funding 2 Date Comment
Prospe ct doesn' have
t Prospe ct has the
the financial capacity financial re sources
and other financial
ne eds to be a good
match
0 1 2 3 4
Value 3 Date Comment
Not quantifiable . Power agre e s our
products "pay for
the mse lve s".
0 1 2 3 4
Technology 1 Date Comment
No re cognition of our O ur te chnology and
products advance d delive ry advantage s
advantage s. are re cogniz e d and
value d.
0 1 2 3 4
Service 3 Date Comment
Se rvice doe sn' se e m
t The way we sell and
to matter provide service is
almost as i mportant
as our products.
0-9 10-19 20-28 20
High Some ZEBRA
Risk Risk SCORE

10. Managing

11. First—Score Your Zebra
Individual or Company Profile – score it 0-4
I am Power!
Level of Need or Operations – score it 0-4
…or is that Powers?
Access to Power – score it 0-4
Yeah baby, yeah!
Funding – score it 0-4
Value – score it 0-4
…particularly important
Technology – score it 0-4 attribute. Without access
Service – score it 0-4 HERE, every other answer
in the Zebra
should be questioned!

12. Zebra—As a Strategic Tool
Prospect Name: GeoMagic
EXTREMELY EXTREMELY
ATTRIBUTES FOR ZEBRA SCORE UNFAVORABLE FAVORABLE
0 1 2 3 4 Score
Company Profile 4 Date Comment
Basic sales cycle, sales Complex sales cycle,
closing easily compelling need to
differentiate based on
value
0 1 2 3 4
Operations 4 Date Comment
Old-school 'sales is a Recognize need to focus
numbers game' mentality, on best opportunities, sell
chase everything based on value
0 1 2 3 4
Access to Power 2 Date Comment
Project Manager is Power actively involved
leading due dilligence in due dilligence, is a
CEO, COO or VP of
Sales We are at the controller level - not at
8/15 power
0 1 2 3 4
Funding 1 Date Comment
Client doesn' know
t Budget criteria
funding access steps established We talked dollars at the first lunch -
but not since-and not with Power
0 1 2 3 4
ROI / Value Waterfall 1 Date Comment
Not quantifiable, no Power agrees with ROI
desire to quantify and Value proposition David needs to see VV preso and
8/15 agree
0 1 2 3 4
Technology 1 Date Comment
Would like to pick-and- See the value of our
choose separate solution complete set of tools and Need to make sure David knows that
components process even the Zebra creation is a process,
and that the value is partially in the
process
0 1 2 3 4
Service 1 Date Comment
Our seminar approach is Our seminar and train-
not for this client the-trainer approach is
valued. Need to discuss realistic
expectations of timeline. They seem
to want to use it already.
0-9 10-19 20-28 14
High Some ZEBRA
Risk Risk SCORE

13. Testing Your Zebra

14. Testing—Two Tipping Points
0-9
High
Risk
10-19
Some
Risk
20-28
ZEBRA ?? 23
SCORE
Zebra Score—the score needed to close 90% of the time?
—A Zebra Score of 23 turns prospects to revenue 90%
of-the-time!
—After meeting with Power; a Zebra Score below 16 walk-
a-way!

15. Selling in The New Normal— The Process
— Develop a Zebra
— Conduct Installed Base Audit
— Build a Financial Case
— Penetrate and Sell Power
— Repeat

16. Results— Getting your Share!
“Selling to Zebras helped us transform our go to
market strategy, methodology, and organization.”
Pipeline Win Rate –
Increase in Average Sale Price –
Reduction in Sales Cycle Length –------------
Zebra score needed at the beginning of the Quarter to
generate revenue by the end of the quarter –
Patrick Williams
Senior Vice President Sales
StarCite, Inc. 925.998.9444

17. Can This Process Fail?

18. Selling Zonkies

19. “
Change ;Old-school Thinking”
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S A L E S C O N#DU IIT
L E S C O ND U T
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20. Clogging your pipeline?
S A L E S C O N D U IIT
LE S C O ND U T

21. Zebrafied Pipeline
S A L E S C O N D U IIT
LE S C O ND U T

22. Next Step
Start with the Zebra— examine existing customer success
— Go to www.SellingtoZebras.com
— Free subscription to Zebra U
— Under; “Steps to the Zebra Process”
— Download “Push-button Zebra”

23. Over 45 Years in Sales Experience
SR RVPS&O
AE VPS
ASM VPS&O
SM WWVPS
NAM EVPBS
BM COO
RVPS CEO
B2B Sales Rep IBSP
< $ 9$ # " 9& + #
www.SellingtoZebras.com

24. Rearview Mirror Forecast Warning

25. Business Recovery-
Are You Getting Your Share?
April 29, 2010

26. More— Results
"Closed 192 clients in Q1 and 209 in Q2...
Our sales cycles average thirty to ninety days
in an industry with an expected sales cycle 3
times that length.
In addition to speed, we close better than 50%
of the deals in our North American
sales pipeline and are able to ramp up new
sales reps quickly." Bill Smith
Vice President Sales and Alliances - SMB
Taleo, Inc. 925.452.3603