iVendor 2017

The vendor in the digital era

Matthieu Bruckert

matthieu@ibruckert.com

Introduction

Objectives

Understand the job in the digital eraKnow which qualities sales people

need to improveMaster the sales process in B2B

and B2CUse the right tools

Agenda

1. Fundamentals2. Prospection3. First contact4. Need5. Solution

6. The Sales Proposal7. Objections8. Negotiation9. Closing

1.Fundamentals

Sales Forces?sales peoplesales managervendorsales engineercustomer advisortelesales...

Sales

« The sales is the exchange of a commodity or service in return for money»

the law

Sales

sales = €

Force

F=mA

“Acceleration is produced when a Force acts on a mass.”

Isaac Newton

The greater the mass, the greater the Force needed!

Sales Force

“...the most important function for 65% of the business owners”(Novancia 2011)

Sales Force

The direct link to the customer...

B2C/B2B

B2C = Business to ConsumerB2B = Business to Business

B2C

Business to Consumer“commerce transactions with final consumers”

B2B

Business to Business“commerce transactions between businesses”

Sales negotiation

« Discussion between two parties looking for an agreement »(Win/Win)

Lead/Prospect/Customer

who bought

potential prospect

potential customer

LEAD =PROSPECT

=

CUSTOMER =

Quiz

Sales = ?❏ negotiation❏ discussion❏ €, £, $, etc...❏ information❏ exchange

2. Prospection

Portfolio?contact basecustomer base contact fileemail listdatabasephone list...

Digital tools

Customer Relationship Management

Outlook, Excel,...

Sales Force Automation

FILE =SFA =

CRM =

Data quality

last nametelephoneemail

first namemobilefunctionage...

Teleprospection/Phoning

SCRIPT3/30/3

3/30/3 technique

3 seconds of introduction

3 minutes to convince

30 seconds to catch the attention

3 =30 =

3 =

3

Hi, my name is Matthieu from TALIS

30

I’m helping startups raising funds quicker!

(-)

Who are your actual partners?

Are you looking for more or less than 50 k€?

3

OBJECTIONS

We are not looking for funds?

No time for that! I’m not interested!

ARGUMENTS

Not right now, but next year?

No time for... finding more money to boost your startup?

→ Let’s meet!

Case Study : write a script

PARIS POUR L’EMPLOIB2B

Mailing

TargetedUltra-personalizedCall2Action

eMailing

Mailing+ 3 deliverability

factors (provider, object, content)

+ mobile

Deliverability factors

...Deliver

...Click

...Open

Content =Object =

Provider=

SMS, App, Push

Immediate engagementInteractivity

Website

78%consumers are Web2Store(Responsive)

Show, event, conference, day...

Brand imageNotoriety

Social networks

B2C : Facebook, TwitterB2B : Linkedin

Multichannel, 360, omnichannel...

Quiz

Prospecting means?

❏ looking for potential customers

❏ finding prospects❏ closing business

3. First contact

CASE STUDY

The GOOD FIRST IMPRESSION

Are sales people born or made?

becomeimprove

15 qualities

5 x 3 = 15

1.1 Attitude

55%non verbal

1.2 Manners (good)

SBAM =S’il vous plaît (Please)Bonjour (Hi)Au revoir (Bye)Merci (Thanks)

1.3 Charisma

Inspire confidenceBe listened to

2.1 Active listening

2 ears---------------1 mouth

2.2 Curiosity

Capacity to ask questionsInterest for what is different, new

2.3 Adaptation

Adapt or die...

3.1 Sales technique

Selling techniqueTheory + Experience

3.2 Rigour

OrganisationReporting

3.3 Honesty

TrustEngagement

4.1 Communication

TalkingExplaining

4.2 Persuasion

Consistency of speechAbility to convince

4.3 Relationship

NetworkInternalyExternaly

5.1 Tenacity

PerseveranceToughnessCourage

5.2 Optimism

Resistance to stress

5.3 Creativity

ImaginationIdeas“out of the box”

Quiz : what are the qualities of a good vendor?

Attitude Manners Nice tie

Passive listening Curiosity Adaptation

Product technique Stubbornness Honesty

Communication Kindness Relationship

Patter Optimism Creativity

Recap

Attitude Manners Charisma

Active listening Curiosity Adaptation

Sales technique Rigour Honesty

Communication Persuasion Relationship

Tenacity Optimism Creativity

Quiz : evaluate yourself!

4. Need

Listen twice more than you speak!

“You have nothing to sell unless you have understood the need of your prospect”

You would like to talk about...

Your Company= #9 point of interest= your prospect doesn’t care...

B2CNeeds

B2B Needs

Triumvirat Money

Time Quality

Active listening

ask + listen + confirm

Ask

Open questions“May I help you?” -> NO“What’s your favorite music style?”

Listen

2 ears---------------1 mouth

Confirm

“got it!”“if I understand what you are saying”“what you are telling me….”“pour résumer…”

Diagnostic

conscious/unconsciousexpressed/hidenfelt/realconsequence/cause...

Complementary diagnostic

Social environment?Family situation?Who’s got the money?

Market situation?Competitors?Career opportunities?

B2C :

B2B :

5. Solution

Solution = Treatment proposal

“You can only offer the right treatment if you have made the right diagnostic… and only if the patient trusts you!”

Confidence

“People buy to people...

and only to people they trust!”

The 7 pillars of confidence

What are prospects expecting from the salesforce today?

#1 prospect expectation

Be personally accountable!engaged

serious

2nd prospect expectation

Understand me!understand my business

my problems

...

3rd prospect expectation

Be on my side!be my real partner

be my representant within your company

4th prospect expectation

“Sur mesure!” (tailor made)I am not a number...

5th prospect expectation

Be accessible!stay connected

answer my calls

be on time

6th prospect expectation

Solve my problems!Find the right solution

7th prospect expectation

Be creative!I need innovative solutions

Make the difference

The value of the solution (is not the price)

“The price is what you pay, the value is what you get.”

Warren Buffett

Value in B2B

❏ profit❏ turnover❏ customer references❏ competitive advantage❏ etc...

Value in B2C

❏ pleasure❏ help❏ happyness❏ reward❏ etc...

Competition

❏ preparation❏ respect❏ beware

QuizThe pillars of confidence?

1. Be accountable2. Listen to me3. Be on my side4. “Ready made”5. Be helpful6. Solve my problems7. Respect your internal process

Recap

1. Be accountable2. Understand me3. Be on my side4. “Sur mesure” 5. Be accessible6. Solve my problems7. Be creative

6. The Sales Proposal

Quote = Sales proposal?

standardautomatedonly numbers...

Sales Proposal------- Cover

1.NEED2.SOLUTION3.PRICE------- Terms & Conditions

1.NEED

Show that you have understood the NEED of your prospect!

2. SOLUTION

Show the value of the SOLUTION your are proposing!

Give examples!

3. PRICE

Pricing = margin maximisationCost basedMarket based Value Based

The 5 disciplines of pricing

1.Setting (cost, market or value based)2.Execution (price policy)3. Implementation (errors)4.Contract (good / bad customers)5.Rerating (annual increase)

The psychological price

239,88 € / year19,99 € / month

0,66 € / day

The sales process

Prospection

Sales Proposal

Negotiation

Closing

Prospection <10%

essential, criticalvery hardLate ROI

The Sales Proposal <30%

transmissionengagementpricing

Negotiation <50%

discussionagreementwin/win

Closing =100% (or 0%)

prepared right from the beginning!needs the understanding of the buying process

Quiz

A good Sales Proposal

❏ a very low price❏ 30 pages

minimum❏ show your

understanding of the need

❏ a nice cover

7. Objections

An objection is a good sign

“No objection,no order!”

The ALARM! method

AnticipateListen (actively)AcceptRewordMark!

A = Anticipate

Be prepared

L = Listen (actively)

Active listening

Take notesAsk questionsKnow more

A = Accept

This is not personal!An objection is a good signNo objection = no order

R = Reword

« If I understand… »« What you are telling me in fact… »« You think that… »

M = Mark!

Use arguments to convince!

The 3 types of objections

1.Principal2.Tactical3.Sincere

8. Negotiation

Negotiation

“Discussion between two parties looking for an agreement”

win/win

The secret :

PreparationThe OCEAN method applied to sales negotiation

The OCEAN method applied to sales negotiation

Objects (and Objectives)Context (and Competition)EffectsAsymmetry of power (and Time)Negociators

Objects

Announced (proposition)

BATNA = real

WATNA = limit €

(and Objectives)

Defend your price

no concession

without counterpart

Context

Financial situationMarket situation...Are you playing home?

(and Competition)

1. respect2.beware3.preparation

Effects

explicitsimplicitshidden

Asymmetry of power

The balance of power

Who is the biggest?Who needs the other the most?Who is in danger?Who’s got the power?

(and Time)

Is there a time limit?orDo you want to stall for time?

Negociators

buyer/decision maker (signature)MentorTechnical buyerFinal user

The OCEAN method applied to sales negotiation

Objects (and Objectives)Context (and Competition)EffectsAsymmetry of power (and Time)Negociators

Quiz

A good negociation...

❏ you win on all points

❏ you just need to lower your pirce

❏ a win/win agreement

9. Closing

Closing is getting to an agreement?

It is like “getting” pregnant...

The real secret

Preparation!

The art of the vendor

Closing ends the negotiationClosing validates the agreementClosing is your GOAL!

Who decides?

YOU must lead the ClosingYOU are in charge of getting the dealYOU must know when

The Momentum

“There’s no time but the right time!”

Buying signals

Does the prospect buy when he’s understood the product/service?

Prospect buys when he understands that he’s been understood!

Signature

Or not...

Thank

Keep in touchDo not hesitate to ask whyAnalyze your errors

Quiz

Closing is...❏ a launch window

you must not miss

❏ a question of luck

❏ in the hand of the prospect

Thanks

Thanks

Pictures by Freepik.com