Solution tellingbeats

solution selling

Fearless

How after the 2008 crisis did some people

actually grow sales?

Researchers asked:

6000 Interviews with sales staff, managers, buyers, CEOs,

consultants and customersResearch by CEB - members only Sales Advisory firm – authors of The Challenger Sale

Research:

Stars lead with authentic insight

Tell beats sell

Key findings

Accepted norms in complex solution

sales have changed

Clients have becomeimmune to

solution selling

Solutions fatigueRepetitive questionsSceptical of impact

Clients often offerbest guesses when asked about needs

Clients exploit cosyinformation sharing relationship model

Customers prefer to be told based

on genuine insight

Clients want:Unique perspectives

Well constructed argumentsInsight into their value drivers

Grasp of all dynamic market forcesTranslate ideas into quantifiable value

Willingness to press for action

Fearless SellingSet the agenda

Control the outcome

Emphasis shifts tofiguring out client’s

best path first

Top Performersproject ability to

see wood for trees

Breakthrough Coaching &Workshops

Where are you?Where are you going?

How to get there?

If you don’t knowwhere you are going it doesn’t matter which

direction you take

Account plan withmarketing, finance, IT, PR and analysts

Converge strategic market insights &

sales proposals

Cross functionalRich in data

Vision to Action

Where are you?SWOT, PEST, GAP

5 Forces, GE Grid ++

Understand market dynamics better than the client

Understand market dynamics better than the client

Understand market dynamics better than the client

Understand market dynamics better than the client

Where you going?Options generationCommercial acumen

Facilitated Options Generation

Facilitated Options Generation

How to get there:5 question test

of best client option

Our proposal must:Sell more or cut costs

Win widespread supportBe supported by data

Easy to implementTough for competition to copy

Without a pre-prepared strategic breakthroughand the fearless attitude

to lead with itthe conversation takes

place on the client’s terms

6 step model tosell your insight &

lead customer action

1. Agree to present your professional

insight on key issues

“We work with many companies across the sector and our research indicates that

these are the top 3 challenges.

Is that what you are seeing tooor would you add something to the list”

Establish personal and corporatecredibility to talk to the issues

2. Tease with glimpses of the fresh insightElicit a first “Ahaa”

Without the “Ahaa”there is no cut throughExplore till they get it

3. Use graphics & data - quantify risk/reward of the new approach

“We had no idea that issue involved risk and cost on that scale”

“We had no idea that there was anopportunity of that size out there”

Pause, interrogate and sell if they say :“Yes, but we’re different.”

4. Move from thegeneral to specific

Connect emotionally

5. Recap benefits of wider solution beforelaying out their offer

“Thanks for alerting us to the risk / reward”

“This argument holds water”

“That’s what we need to start doing”

6. Lead to the offer – the conclusion of

your unique insight

Pilot your firstBreakthrough

Workshop

Release potentialCreative connections

Competitive edge

1 & 2 day sessionsOngoing coaching

Pitch rehearsal

Work ON the client’s business rather thantrying to work IN it

ON versus IN Account Plans

• IN Thinking• Structured• Predictable• Time constrained• Non-threatening• Deductive• Clear boundaries

• ON Thinking• Freeform• Unpredictable• Intuitive revelation• Induces anxiety• Inductive• Crosses functions

FunFast

Effective

Contact peter.urey@fearlessconsulting.co.uk

07920 00495300 44 (0) 208 255 1160www.fearlessway.com

Acknowledgements and primary research sources