4. Step #1: Define the
Customer Issues
Step #2: Brainstorm
potential elements
Step #3: Use these
to create a unique
product, service or
offer
Product Surround
11. What are we seeing in the current
environment?
12. Exercise: Business Environment
Analysis
Suppliers Our Industry Channels/Direct
Customers
End Consumers
What changes are occurring in your sector that we need to be aware
of moving forward into 2019?
13. “If organisations, that depend on B2B Selling to be successful,
continue to utilise out-dated Sales models they will fail to realise their
full potential and will, in many cases, face extinction.”
Quote from Sales Shift 2020 from Banjar Group
The Shift in Sales
15. • Greater business complexity and uncertainty is driving a shift in the way
customers buy
• Shift from Solution selling to Insight selling and beyond
What is the Shift in Sales?
16. Rise of the ‘Challenger’
salesperson
Source: Straligence, Adapted from CEB, The Challenger Sale, Arlington VA, 201
17. (44 attributes were tested)
1. Offers unique perspectives
2. Strong two-way communicator
3. Knows customer’s value-drivers
4. Knows the economic drivers
5. Confident in talking money
6. Can diplomatically pressure the customer
Challengers Key Attributes
18. • 19% of loyalty comes from your brand /
company
• 19% of loyalty comes from service delivery
• 9% of loyalty comes from price/value
• 53% of loyalty comes from the sales
experience
B2B Customer Loyalty
19. 1. Teach
– Challenge assumptions
– Provide fresh insights about their market
– Genuine interest in the market
2. Tailor
– Knows customers value drivers
– Communicate the sales message to the context of the
customer and individual you are dealing with
3. Take Control
– Understand risk aversion of customers but still provide a clear
process for making a decision
– Spread relationships wider in an organisation to influence
decision making
– Comfortable discussing money
Challenger Sales person
defined by 3 behaviours
22. Exercise:
Spot
Buying?
Reasons
Outcomes
Why?
1. What reasons do our
clients give or have for
moving to a spot buying
approach?
2. What outcomes are
they expecting?
3. Why are they doing
this? What is their
underlying motivation?
Use 5 Why’s technique to
answer the last the Q3 –
the Why question.
24. The current gaps in
sales
CSO Insights Report 2018
The growing Buyer-Seller Gap
25. A. Sellers meet
- don't exceed
expectations
B. Sellers not
valued as
problem solvers
C. Seller not
engaged until
needs
identified and
options refined
D. I see only a
little difference
between Sellers
E. Seller meets
buyers
expectations
Trapped
in an
apathy
loop
26. Understand my business.
Know me
Demonstrate excellent
communication skills
Give me insights and
perspective
Focus on post-sale
What
Buyers want
33. Dealing with the volume of
customers
• “Not all customers are equal” so grade them and service accordingly
• Different “Call Cycles” or “Contact Programs”:
• A Customers – more personal contact. Regular calls and/or visits
• B Customers – less personal, more electronic e.g. Personal Video
• C Customers – minimal personal, more group electronic
35. • 19% of loyalty comes from your brand /
company
• 19% of loyalty comes from service delivery
• 9% of loyalty comes from price/value
• 53% of loyalty comes from the sales
experience
B2B Customer Loyalty
37. • 19% of loyalty comes from your brand /
company
• 19% of loyalty comes from service delivery
• 9% of loyalty comes from price/value
• 53% of loyalty comes from
the sales experience
B2B Customer Loyalty
38. Exercise: What is our competitive
advantage from a sales perspective?
From a sales perspective:
• What do we do that adds value to customer?
• And, we do better than the competition?
43. • Review and update your client or prospect
research.
• Review current industry issues and trends
• Link and connect with them on LinkedIn, follow on
Twitter. Read latest 5 posts.
• Based on your understanding of them – build
potential packages and pricing.
• Think through your potential Discovery Questions.
Pre-work
44. Teaching & Listening
• Statement: These are 3 things/trends we are
seeing from our clients
• Question: Are these impacting your business?
What is the impact?
45. Exercise:
What are some industry insights?
3 things that we can teach a client in X industry
62. Bill Gates Dec 15 review of book: Mindset (Carol Dweck)
“In experiment after experiment, Dweck has shown that
the fixed mindset is a huge psychological roadblock—
regardless of whether you feel you were blessed with
talent or not. If you have the fixed mindset and believe
you were blessed with raw talent, you tend to spend a lot
of time trying to validate your “gift” rather than cultivating
it. To protect your self-identity as someone who’s super
smart or gifted, you often steer clear of tough challenges
that might jeopardize that identity. Here’s how Dweck
puts it: “From the point of view of the fixed mindset,
effort is only for people with deficiencies…. If you’re
considered a genius, a talent, or a natural—then you have
a lot to lose. Effort can reduce you.””
https://www.gatesnotes.com/Books/Mindset-The-New-Psychology-of-Success
What you believe affects what
you achieve
69. Think of an exciting opportunity you have in your area
of the business and apply the Belief Behaviour model
Belief Behaviour Model
How do I
change?
70. Belief Behaviour Example
Scenario
Activating
Event
Belief Behaviour Consequence
Negative
Mindset
Loss of Sale I’m a lousy
sales person
Avoids sales
calls
Low sales
Positive
Mindset
Loss of Sales Its part of the
process
Ramps up
sales activity
More sales
71. Takeaway Exercise
Think about an Event that you don’t
respond well to:
• What are the beliefs that run through
your mind?
• What behaviours do they encourage?
• What is the consequence?
• What belief do you need to replace?
72. Affirmations -
Replacing poor beliefs
• Create simple list of statements that
affirm the positive beliefs you aspire to
• max. 10 statements
• Add them to all your devices
• Stick them in prominent places“
• Examples:
• “I have a strong and powerful pipeline”
• “I win the majority of my quotes”
74. URGENT NOT URGENT
I
M
P
O
R
T
A
N
T
N
O
T
I
M
P
O
R
T
A
N
T
1
Trivia
Some Mail
Some phone calls
Pleasant actions
Time Wasters
Interruptions
Some phone calls
some mail
Pressing Matters
Popular Activities
Meetings
Reports
Crises
Pressing Problems
Deadlines
Build Relationships
Planning
Strategy
Training
Fitness
Family
Self
2
3 4
Covey
Category
2
76. MUST Do’s:
•Reduce wasted time on emails, web and social media
•Reduce amount of time with Team without reducing quality
•Increase time for strategy, marketing, sales and training
•Reduce hours worked
Travel not included
10 hrs per week
Productivity
45% chargeable
Personal days (excl
weekends)
3 days
My
Time
Audit
77. What are the 4 key
areas of activity that
you must focus on in
your business to be
successful?
Setup a “4
Things”
Framework”
78. My Daily Roster
1. Client work
2. Marketing & Sales
3. Strategy & Development
4. Build my capability
90. Exercise: Business Environment
Analysis
Suppliers Our Industry Channels/Direct
Customers
End Consumers
What changes are occurring in your sector that we need to be aware
of moving forward into 2019?
93. Understand my business.
Know me
Demonstrate excellent
communication skills
Give me insights and
perspective
Focus on post-sale
What
Buyers want
94. • 19% of loyalty comes from your brand /
company
• 19% of loyalty comes from service delivery
• 9% of loyalty comes from price/value
• 53% of loyalty comes from
the sales experience
B2B Customer Loyalty
95. Key Components –
Challenger Sales Process
Build Rapport
Teach and Listen
Discover – SPIN Questions
Reframe
Ask for the business
100. Planned Activities for 2018/19
• Notes and videos on elements of today - webpage
• 5 x webinars on sales topics – every 2 months
• First webinar lateNov/earlt December 2018
• Training Session – next October
106. 1. Teach
– Challenge assumptions
– Provide fresh insights about their market
– Genuine interest in the market
2. Tailor
– Knows customers value drivers
– Communicate the sales message to the context of the
customer and individual you are dealing with
3. Take Control
– Understand risk aversion of customers but still provide a clear
process for making a decision
– Spread relationships wider in an organisation to influence
decision making
– Comfortable discussing money
Challenger Sales person
defined by 3 behaviours
107. Takeaway: Build possible
Packages for different
scenarios
• Based on your understanding of the client build
a package of products and services.
• What objections could they have?
• How can you overcome the objections or
modify the Package in each case?