Ikinnoveer Webinar met Romeo Baertsoen

2. De 7 regels voor het succesvol
verkopen van innovatieve
producten

3. CAUTION:
Basic Assumptions

4. You solve a real
scalable problem

5. Your InnovationWorks

7. Source: http://www.claytonchristensen.com/key-concepts/
Different types of innovation

9. Different types of innovation
Incremental
| The next version of a product
Disruptive
| Complete new paradigm
Break-through
| Big change to an existing ‘product’( )
Sales as usual
Innovation Sales

10. Different types of innovation
Incremental
| The next version of a product
Disruptive
| Complete new paradigm
Break-through
| Big change to an existing product( )
Sales as usual
Innovation Sales

11. How to bring
innovation to market

12. 1.Value Proposition
Cool Stuff Differentiators
CommoditiesJunk
CustomerValue
Uniqueness
H
L
HL

13. 9x
Customer
Value what they
HAVE
3x more than
What they
don’t have
Companies
Value the
innovation
3x more than
the existing
solutions
1.Value Proposition

14. BuildTalkTracks
1.Value Proposition

15. No clearValue Prop, no Sales
1.Value Proposition

16. Penetration Pricing vs Skimming Pricing
2.Value Pricing

17. Position in the Product Life Cycle
2.Value Pricing

18. Position in the Product Life Cycle

19. Value Based Pricing
499 $
Expensive?
2.Value Pricing

20. Value Based Pricing
2.Value Pricing

21. 3.Sales & Channel Compatibility

22. Source: www.britannica.com
Sir Godfrey Newbold Hounsfield
1919-2004
Nobel Prize in 1979
3.Sales & Channel Compatibility

23. 3.Sales & Channel Compatibility

24. 3.Sales & Channel Compatibility

25. Training
Sales EnablementTools
POS
Demo…
4.Sales & Channel Readiness

26. Make sure every single rep has sat in on a product demo,
played around with the product in their free time, and fully
understands the various features and capabilities.
4.Sales & Channel Readiness

27. Sales Reps & your channel need to become experts in your
innovation.
4.Sales & Channel Readiness

28. Formally Organize you knowledge transfer to sales &
channel. Collect feedback on effectiveness.
Sales Kick-
off
Formal
Classroom
training
E-learning
tools
Product
Announce-
ments
Product
Presen-
tations
Roadshow
4.Sales & Channel Readiness

29. Invest in the necessary SalesTools.
Customer
Testimonials
Competitive
Analysis
Pricing
Information
Product
Presentation
Digital &
Physical
Brochures
Demo
4.Sales & Channel Readiness

30. The look on a sales person’s face,
When he’s not sure about his commission
5.Sales & Channel Incentive Alignment

31. Doors don’t knock themselves
Sales People do
5.Sales & Channel Incentive Alignment

32. Something sure against something
UNSURE.
5.Sales & Channel Incentive Alignment

33. Source: https://hbr.org/2006/07/the-sales-learning-curve>
5.Sales & Channel Incentive Alignment

34. New Products in New Markets is hard
work. Pay for it.
5.Sales & Channel Incentive Alignment

35. Don’t forget your channel
5.Sales & Channel Incentive Alignment

36. Success breeds
Success
6.Sales Champion

37. Good sales people want to win
& feel *** when they don’t
6.Sales Champion

38. 7.Value Communication

39. Build a better mousetrap, and the
world will beat a path to your door…
NOT!
7.Value Communication

40. No Budget Foreseen for launch &
communication
7.Value Communication

41. Spec Sheets are noValue Communication
7.Value Communication

42. You need more than a big bang, you’re in
for the long run
7.Value Communication

43. Even Google advertises, nothing sells itself
7.Value Communication

44. Innovation Predictors of Success

45. https://hbr.org/2006/06/eager-sellers-and-stony-buyers-understanding-the-psychology-of-new-product-adoption
Easy Sell
Sure Failures
Smash Hits
Long Haul
CustomerValue
BehaviouralChange Low
High
Low High

46. Easy Sell
Customer
Value
Behavioural
Change

47. Sure Failures
Customer
Value
Behavioural
Change
Source: http://www.curiousread.com/2010/07/13-retro-products-that-failed-to-catch.html

48. Sure Failures
Customer
Value
Behavioural
Change

49. Smash Hits
Customer
Value
Behavioural
Change

50. Customer
Value
Behavioural
Change
Long Haul

51. Source: https://i2.wp.com/timkastelle.org/blog/wp-content/uploads/2012/04/history-of-products.gif
Bringing Innovation to Market takes time

52. www.skeincompany.com