Sales Kick-off
Transcript: SALES KICKOFF Discovery Take aways Key takeaways 01 02 Key takeaways Understand what is a Challenger TEACH.TAILOR.TAKE CONTROL. How to structure a "winning" discovery call 03 Agenda Agenda Selling style self-diagnostic 1 The Challenger Sale "Deal closing" discovery calls Exercise 2 3 4 Considering each of the statements below, score each one according to your agreement with how well it describes how you sell to your customers. Instructions Instructions 1 = Strongly disagree 2 = Disagree 3 = Neutral 4 = Agree 5 = Strongly agree Adamson, Brent; Nixon, Matthew (2011). The Challenger Sale Scoring Guide Scoring Guide Add up to your score for questions 2 and 3. Write that number in the "Teaches for Differentiation" box. Add up to your score for questions 5 and 6. Write that number in the "Tailors for Resonance" box. Add up to your score for questions 8 and 9. Write that number in the "Takes Control" box. If you rated yourself highly on questions 1,4,7, or 10, this means that you have a natural sales tendencies in other sales profiles: 1 is Relationship Builder 4 is Lone Wolf 7 is Problem Solver 10 is Hard Worker Results In each box: 8 or above: Sounds like you are off to a great start; keep looking for ways to challenge your customers' thinking. 5 to 7: You have a good foundation to build on; target an area for developments and start pushing yourself to challenge more. 4 or below: This may be slighly new approach for you; think about the area where you feel most comfortable and start your personal development there. Results The Challenger Sale The Challenger Sale B2B sales reps fall into five different profiles that define the skills and behaviors they use when interacting with customers. Challenger approach Challenger approach 40% of high sales performers primarily used a Challenger style - as opposed to one of the other four sales styles. High performers were more than 2x likely to use a Challenger approach than any other approach. More than 50% of all star performers fit the challenger profile in complex sales. Only 7% of top performers took a relationship-building approach – the worst performing profile. 3 T's 3 T's CHALLENGERS: TEACH Focusing the sales conversation not on features and benefits but on insight, bringing a unique perspective on the customer’s business. TAILOR Use individual customer objectives and value drivers knowledges to effectively position their sales pitch to different types of stakeholders. TAKE CONTROL Build constructive tension, create momentum and are unlikely to acquiesce to every customer demand. Can push customers when needed. "Deal closing" discovery calls "Deal closing" discovery calls • How often should I ask questions in discovery calls? • How to ask questions differently? • How talk/listen ratios compare across performance levels? Topic questions Call Preparation FIRST STEPS Get rid of the corporate overview slide. Call Preparation Drop the customer logo slide. Ditch the thought leadership slides. Postpone the product pitch. 01 02 03 04 Buzz(kill)words BUZZWORD MENTIONS LEADER 161,000 LEADING 44,900 BEST 43,000 TOP 32,500 UNIQUE 30,400 GREAT 28,600 SOLUTION 22,600 LARGEST 21,900 INNOVATIVE 21,800 INNOVATOR 21,400 Ask yourself TEACH What business problems will you be focusing on with this customer? How do you know that this is of critical importance to them? How have you seen similar companies approach this problem? How new/intriguing will this insight be to the customer? Why hasn't the customer figured it out already? TAILOR What are some of the latests trends in this customer's industry? How would those trends affect the customers' company? What is unique about this company's position in the market-place? Where are they most vulnerable? TAKE CONTROL What are your next steps to ensure that the purchase process moves forward? What is your understanding of the customers' buying process? Areas of insight Goals and objectives Market characteristics and trends Digital anayltics data Content Audit Competitor audit Consumer behavior/Influencers Business Problems INDUSTRY COMPANY ROLE INDIVIDUAL NEXT STEPS Tailor the tittle slide to their specific problem. Call Preparation Additional slide to "REFRAME" - use visual depiction of the problem you want to highlight. Best slide to higlight the cost of the problem "Rational Drowing". 05 06 07 08 "WARM" with two-three slides to adress business problems. NEXT STEPS Introduce the “New Way” with a simple, visually compelling, quantified business benefit. Call Preparation Two or three customer case studies. 08 09 10 Overview of the solution not the product. WHY ARE WE THE BEST? What are our unique strenghts? What we do better than the competition? Innovative? Customer-focused? So is the rest. Connect insights to our unique capabilities Why should our customers buy from us? During the Call Talking about yourself doesn't work any better in a client meeting than it does on a first date. Show some interest and that you understand them, then they will
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