Closing the gap: Your sales process and their buying process

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Closing the Gap: Your sales process and their buying process

Jim Roche

Managing Partner

ValueSelling Associates, Inc.

April 3, 2014


13579 vs US

Wuzzle


Our agenda

Why are the odds against us?

How do they buy?

Where’s the whitespace?

What to do when we’re late to the party?

Summarize the goal!



“As long as sales has existed, so has the sales cycle…We manage to it, train and

forecast to it, buy systems to automate it, and untold numbers of companies have

been founded to help us manage it more effectively. The trouble is, significant

changes in the buying environment mean most buyers can no longer be dragged

through a sales cycle, but rather maneuver themselves through their own cycles

with dynamics that change regularly. The significance of this reality can’t be

understated; it means that at the heart of nearly every sales activity in nearly

every organization today, there lies a fatal flaw.”

– Source: SiriusDecisions “So Long, Sales Cycle”


What’s new?

Buyers are more informed

There are more buyers

They have a purchasing process

Buyers are engaging

later and later


57 B2B customers are 57%

through the buying process

before they talk to you *Source: The Corporate Executive Board


%


Our agenda


How do they buy?



Summarize the goal!


Solution Vendor Selection Education

Loosening

of the

Status Quo

Committing

to Change

Exploring

Possible

Solutions

Committing

to a

Solution

Justifying

the Decision Making

the

Selection

1

.

2

. 3

. 4

.

5

.

6

.

SiriusDecisions customer buying cycle


The Value Buying Process™

VALUE

Confirm BUSINESS

ISSUE

PROBLEM

POWER PLAN

Confirm

Differentiated

VisionMatch™

SOLUTION

BUSINESS

OBJECTIVE


BUSINESS

OBJECTIVE

BUSINESS

ISSUE

PROBLEM

BUSINESS

ISSUE

SOLUTION

PROBLEM

BUSINESS

ISSUE

SOLUTION

VALUE

POWER

PLAN


Our agenda


How do they buy?



Summarize the goal!


BUSINESS

OBJECTIVE

BUSINESS

ISSUE

PROBLEM

BUSINESS

ISSUE

SOLUTION

PROBLEM

BUSINESS

ISSUE

SOLUTION

VALUE

POWER

PLAN


Where have you entered?

Do you understand the

buyers’ process?

Do they understand your

capabilities?

Are those understandings

complete?


Our agenda


How do they buy?



Summarize the goal!


Key components

What is the common goal?

How do we work together?


Customer’s Point of View

Business Issues

Problems Solutions

Common goal = Shared vision


So what is it?

Your

capabilities

Your

competitor’s

capabilities

Your prospect’s vision


Changing the game

PROBLEM SOLUTION

Requirement A

Requirement B

Requirement C

Problem A

Problem B

Problem C

Problem D

Problem E

Problem F

Requirement D

Requirement E

Requirement F

VALUE

BUSINESS

ISSUE

Value accrued = $A + $B + $C

Value accrued = $A + $B + $C +$D +$E + $F


Changing the game

PROBLEM SOLUTION

Requirement A

Requirement B

Requirement C

Problem A

Problem B

Problem C

Problem D

Problem E

Problem F

Requirement D

Requirement E

Requirement F

VALUE

BUSINESS

ISSUE

Value accrued = $A + $B + $C

Value accrued = $A + $B + $C + $D + $E + $F

Incre

asin

g

Prio

rity


Our agenda


How do they buy?



Summarize the goal!


Keys to success

Agility

Know their business

Provide value beyond product

information

Collaborate to help them succeed

Ask probing questions



At the end of today’s webinar…

Download a copy of today’s presentation from our website

www.valueselling.com

Go to Resources > Webinars

http://www.valueselling.com/


Next month’s webinar

The business of knowing your customer’s business:

The key to selling value

May 13, 2014

9:00 AM PST

Marilyn Janas

ValueSelling Associate


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The proven formula for accelerating sales results.

Thank you!

Jim Roche

[email protected]

+1 203 978-1677

@JimRoche2

mailto:[email protected]

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