Accelerating Growth by Accelerating Adoption of Cloud Services

May 9th 2018, Bell Works, Holmdel, NJ

Your past does not
determine your future

www.flickr.com/photos/mwichary/3690887427
Disruptive change

The problem with change is that it is
DISRUPTIVE

Compete for the
future, not just
the present

Move to tomorrow’s battleground

“It is not the strongest
of the species that
survive, nor the most
intelligent, but rather
the one most
adaptable to change.”
- Charles Darwin
1809 - 1882

“If you don’t like change, you’re
going to like irrelevance even less.”
- General Eric Shineseki,
Retired Chief of Staff, U.S. Army

1. Out-think
2. Out-innovate
3. Out-execute
Future success means you must:

"Nothing can stop the man with the
right mental attitude from achieving his
goal; nothing on earth can help the
man with the wrong mental attitude."
- Thomas Jefferson

Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months
Thinking at 3 Time Horizons

The status quo is not
a growth strategy

#3 Excessive short-term vision

Digital Disruption impacts everyone, everywhere
“Just because you were successful in your niche doesn’t
mean you will be successful in the digital world. Traditional
Mittelstand (SMB) companies have developed organisational
routines over decades that used to be a recipe for success.
Today, they are no longer a recipe for success.”
Max Viessmann, co-chief executive of Viessmann
The Financial Times, 08.05.18

No#1 Barrier to Change is
because we don’t challenge
the Status Quo
Complacency

A Growth Mindset1
Your Job is Selling Change2
Sell the Problem, not the Solution3
Marketing Today Becomes Sales Tomorrow4
What Great Sales People Do Differently5
Closing with Confidence: Skills Action Plan6
Agenda:

Fixed Mindset Growth Mindset
Intelligence is static Intelligence can be developed
Leads to a desire to look smart and
therefore a tendency to:
Leads to a desire to learn and therefore a
tendency to:
• avoid challenges • embrace challenges
• give up easily due to obstacles • persist despite obstacles
• see effort as fruitless • see effort as path to mastery
• ignore useful feedback • learn from criticism
• be threatened by others’ success • be inspired by others' success
Growth Mindset*
*source: Carol S. Dweck, Ph.D

Success is the other side of failure

The old Golden Rule in Sales was:
Find out what your customers want,
and give it to them.

Give your customers the ability to
do what they can’t currently do but
would want to if they only knew it
was possible.
The new Golden Rule in Sales is:

“Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi

What are you going to do differently?

“Change is difficult.
Not changing is fatal”

False Reality
Think everything is going well. They are
overconfident and don't perceive a need.
Challenge: Convince these buyers that they
need your help
Future-Seeking
Want to grow, make professional and personal
lives better. Want to improve their current
circumstances. Looking for new and innovative
ways to achieve this.
Action: Inspire, advocate and guide
Satisfied
Satisfied with the Status Quo or just not willing
to put in the effort to improve situation.
Challenge: convince them they should be
dissatisfied
Problem-Solving
Pre-actively seeking to resolve their problem
Help them solve with your products/services
Action: uncover their afflictions and help solve
them with your offerings. Sell your insights
Provide proof
Present
Future
Low HighIntention to Buy
The 4 Buyer Mindsets: Who will buy and who won’t*
Non-Buying Mindset Buying Mindset
Avoiding problems
they don’t want
Obtaining results
they don’t have
Driving Motivation:

“ The New Digital Mandate:
Transformation begins with
challenging the status quo
Cultivate Dissatisfaction

www.flickr.com/photos/roome/3390682853
Get it wrong

Sell the Problem
Not the Solution

Take them to the negative future

Sell Risk Reduction
Not Disaster Recovery

1. Problems they don’t want
2. Results they don’t have
Only two types of messages interest your ideal
prospects:
Sell the problem, not the Solution

The Psychology of Change*
+ Present
Sustain
+ Future
ATTAIN
- Present
Change
- Future
AVOID
NegativePositive
Present Future
*source: The Prime Solution by Jeff Thull, Dearborn © 2005
Change

Sell the Problem, Not the Solution
55+ YEARS LATER
Lack Speed
Lack Security
Lack Reliability
Lack Quality
• Low Resolution
• No color (Takes to long to transmit)
Deployments have become cumbersome
Interoperability Challenges are far greater
“Fax today, is not built for today”
1. Painless setup
2. Reliable
3. Easy to use
4. Predictable pricing
5. Realtime document
tracking and achieving
6. Secure

What is your Customer’s #1 Challenge?

“If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947

Myth 1: The customer knows what
they want.

“Nobody is going to jump from the
known and certain to the unknown
and uncertain unless the known and
certain is already extremely
unpleasant and painful.”
- Chantell Ilbury and Clem Sunter

SalesChannel International ©2018 All rights reserved source: www.corporatevisions.com
Marketing Today = Sales Tomorrow

SalesChannel International ©2018 All rights reserved source: www.corporatevisions.com
1
Marketing Today = Sales Tomorrow
• Challenge them
• Destabilise them
• Challenge the status quo
• Get them out of comfort zone
• Take them to the negative future
• Sell your insights
• Take them to the negative
future
• Create a sense of urgency
• Monetise the cost of delay
• Take them to the beach
• Guide them to take action
• Take the order
• Provide evidence
• Cost justify
• Lead them through the
process
• Take them to the beach
• Sell your insights
• Sell your experience
2 3

What is the problem for which your
etherFAX Services are the solution?
The Ultimate Question:

Compelling Value Proposition Template
Challenges = Why Change?
Why? How?
What?
and

SalesChannel International ©2018 All rights reserved
Differentiation: 3 levels of Perceived Value
Basic Offer
Technology
Price performance
Product quality
1
Professional Services
Assessment, Design & Planning Services
Levels of Customer Support
Quality of service
Systems & Processes
2
E2E Customer Experience
Perceived value
High touch
People
Exceed customer expectations
Delight and astound customers
3
1
2
3
Your
etherFAX
Services

SalesChannel International ©2018 All rights reserved
1. _______________________________________________
2. _______________________________________________
3. _______________________________________________
4. _______________________________________________
5. _______________________________________________
1. _______________________________________________
2. _______________________________________________
3. _______________________________________________
4. _______________________________________________
5. _______________________________________________
1. _______________________________________________
2. _______________________________________________
3. _______________________________________________
4. _______________________________________________
5. _______________________________________________
Differentiation: 3 levels of Perceived Value

VP of Customer Insights
VP of Customer
Success
VP of Product
VP of Sales

What makes a someone a
great communicator?
Uncovering Needs

• Use Questions to guide people’s thinking
• Not all questions were created equal
• Asking Questions in color
Diagnostic Questioning

OLD NEW
The IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx Budgets
Technical Expertise Business Expertise
Geographic Sales Territories Vertical Industry Territories
Selling Features Selling Results
Fixed-Price Contracts Outcome-Based Contracts
Demonstrating Features Business Process Conversations
Your Complexity and
Underlying Architecture
Your Consumption Model
and Service Capability
Maintenance Contracts "Apps Mindset"
Face2Face Sales Skills Social Media Knowledge
Sales Transformation
Source: Consumption Economics: The New Rules of Tech by J.
B. Wood, Todd Hewlin and Thomas Lah, 2011

Selling Business Outcomes
• Increased revenues or profitability
• Faster time to market
• Revitalizing the organization
• Increased market share
• Decreased employee turnover
• Improved customer retention levels
• Increased competitive differentiation
• Improved operational efficiency
• Decreased costs
• Enhancing customer loyalty
• Faster response time
• Decreased operational expenses
• Faster collections
• Reduced cost of goods sold
• Additional revenue streams
• Improved time-to-profitability
• Increased inventory turns
• Faster sales cycles
• Increased billable hours
• Improved asset utilization
• Reduced cycle time
• Reduced direct labor costs
• Minimized risk
• Increased customer experience
• Improved patient care • Faster time to patient recovery

Paint a picture of what is possible

The Salesperson who wins is the one
who does the best job of uncovering
needs that match the particular
strengths of his product features,
allowing him to present his products
as a solution

Question:
What are the
characteristics of
Top Sales Performers?

Rank in order of importance:
• Creativity
• Tenacity
• Integrity
• Curiosity
• Passion
• Empathy

1. Empathy
2. Integrity
3. Passion
4. Creativity
5. Tenacity
6. Curiosity
…to build rapport
…to build trust
…to build interest
…to build the right solution
…to close the deal
…to build understanding
Research found:

Aggressively waiting
for the phone to ring

Building your opportunity pipeline

Anticipate change at 3 Time Horizons

Selling at 3 Time Horizons
Closing Current
Opportunities:
• Co-Selling with Partner
• Winning Deals
• Closing Building Tomorrow’s Business:
• Industry trends
• Industry competitive challenges
• Sharing insights and
collaborating with Partners
Building the Partner Pipeline:
• Activating Existing Partners
• Recruiting New Partners
• Finding solutions to Partner
business challenges
• Partner Cloud Growth Sales Plan
Horizon 1
0 - 3 months
Horizon 2
3 - 12 months
Horizon 3
12 - 36 months

What did sales winners do?*
1. Educated me with new ideas or perspectives
2. Collaborated with me
3. Persuaded me we would achieve results
4. Listened to me
5. Understood my needs
6. Helped me avoid potential pitfalls
7. Crafted a compelling solution
8. Depicted purchasing process accurately
9. Connected with me personally
10.Overall value from the company is superior to others*What Sales Winners Do Differently, RAIN Group, 2013

“Eighty percent
of success is
showing up.”
- Woody Allen

80% of sales require 5 follow-up calls
after the meeting, however 44% of
sales reps give up after 1 follow-up?

Overcoming Objections
1. I’ll think about it
2. We don’t have a budget for these projects.
3. I don’t have time/resources right now
4. I’ll discuss it with my boss/management Team
5. I don’t have people with cloud skills
6. My customers aren’t asking for DR services
7. We don’t see the business
opportunity/profitability/fit with our existing
business
Objection: Response:
1. When do you expect to be in a position to make a
decision to take action?
2. How much budget do you think you will need?
3. Who do you need to speak to for budget approval?
4. I’d be glad to participate in the meeting and share my
knowledge and experience of the opportunity based on
what I have learnt working with other partners facing
the same decision as you are today
5. Don’t relying on your customers to drive your business
strategy. A Trusted Cloud Advisor leads his customers to
better future using their insights and knowledge of
future requirements and technology change.
6. Never let fear decide your future

“Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi
Moving People to Action

Stages of Sales Proficiency
To be
considered
Product
Casual
Product
options
To make
a sale
Customer
Trust
Application
solutions
Repeat
business
Competition
Mutualistic
Business
issues
To dominate
an account
Customer’s
market
Symbiotic
Strategic
direction
Emerging
Salesperson Salesperson
Competitive
Salesperson
Competitive
Sales Consultant
Stage I Stage II Stage III Stage IV
Intent
Focus
Relationship
Value

Defining Your Next Steps:
START DOING
ACTION WHO, WHAT, WHEN?
DO MORE
ACTION WHO, WHAT & WHEN?
STOP DOING
ACTION WHO, WHAT, WHEN?
DO LESS
ACTION WHO, WHAT & WHEN?

- Woody Allen
Success is a Journey
not a Destination

1. A Growth Mindset
2. Your Job is Selling Change
3. Sell the Problem, not the Solution
4. Marketing Today Becomes Sales Tomorrow
5. What Great Sales People Do Differently
6. Closing with Confidence: Skills Action Plan
Quick Review:
Competing to remain relevant to tomorrow’s Customers

2 Models in collision
CORE Business:
• Slow change
• Rules
• Risk averse
• Transaction oriented
Digital Experience:
• Rapid change
• Experimentation
• Risk tolerance
• Outcome oriented
Traditional
Mindset
Digital
Mindset
vs

“Change is difficult.
Not changing is fatal”
Two Barriers to Change
• Fear
• Habit
-> Courage
-> Discipline

www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel International
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel.cloud
Website: www.saleschannel.cloud

Accelerating Growth by Accelerating Adoption of Cloud Services

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