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Major Client Selling Selling Distinctive Value These materials are © 2009 by Major Client Selling. All rights reserved. 1
MajorClientSelling
SellingDistinctiveValue
Thesematerialsare©2009byMajorClientSelling.Allrightsreserved.
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MajorClientSelling
Builditandtheywillcome
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MajorClientSelling
Sellinga.k.a.AcquiringRevenue
• AcquiringRevenue–Important?
• LevelofImportance?
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MajorClientSelling
Selling
– Ugly– Sleazy– Manipulative– Persuasion
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MajorClientSelling
AkeytoSelling
“Don’tSell….WhatYouDeliver!”
Whatdoesthatmean?
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MajorClientSelling
AkeytoSelling
“…WhatYouDeliver!”
Yourcustomerdoesn’tcare!YourbabyisuglyWhatdoesthecustomercareabout?
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MajorClientSelling
AkeytoSelling
“Don’tSell..!”
Thesalesstereotype–ProfessionalSalesAnoxymoron?80/20ruleoftalking
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MajorClientSelling
AkeytoSelling
Diagnosticconversation HighEffort Howtofindthetime
“GofortheNo!”
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MajorClientSelling
DonLinder
• Engineeringdegree• Sales/SalesLeadership/GeneralManagement
• MajorClientSelling – SolvingthePuzzleofComplexSales
• WesternExecutiveNetwork– InstantlyEffectiveExperience
• BCITSchoolofBusinessProSales/Engineering• Mentoring
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MajorClientSelling
DonLinder• MostlyHighTech/Softwareproducts/servicesorIndustrialProductsincomplexsellingenvironments– GeneralDynamics
– HughesAircraft– TELUS– ControlData– SITA– SpectrumSignal
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MajorClientSelling
RealLifeSellingProblem
Engineeringsoftware$1.5‐3.0Kperuser Initialsuccess,then“marketingmachine”
Marketingleadgeneration
Freedemocopies–timerestriction
ProSales–closetheorderResults? -25%
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MajorClientSelling
RealLifeSellingProblem
Freedemocopies
What’stheproblem? ProSales‐OrderTakers What’stheproblem
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MajorClientSelling
RealLifeSellingProblem
TheSolution?
Attheend
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MajorClientSelling
Topics
1. Value2. Distinctive3. Selling4. ComplexSales
5. InitialAttention
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MajorClientSelling
Context
• ValueAddedProduct/Service
• You’vedefinedyourvalue• You’vedefinedyourdistinctiveness• Customer’s“CompellingNeed”isunderstood
• You’vedevelopedan“idealcustomerprofile”
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MajorClientSelling
The Value Balance
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MajorClientSelling
TheValueBalance
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MajorClientSelling
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MajorClientSelling
BusinessCase
Requires:•Knowledgeofproduct’spotentialimpact
•Assistanceregardingimpactonclient’senvironment
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MajorClientSelling
BusinessCase
1. Determine portion of your customer’s operation where you can contribute
2. Review that portion of your customer’s operation looking for problems/opportunities
3. Assess the possibility of larger problems/opportunities
4. Calculate the magnitude of the benefits from change
5. Develop business case/Profit Improvement Plan
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MajorClientSelling
BusinessCase
2. Review that portion of your customer’s operation looking for problems & opportunities to:
Reduce costs Avoid future costs Gain more revenue
Which has most impact (Pain/Fear/Gain)? 21
MajorClientSelling
BusinessCase
3.Assessthepossibilityoflargerproblems/opportunitiesWhataretheimplications/consequencesofthestated
problem?
eg.Whatisthecostofhavinganunreliablecar? repairbills? losttime? missedcommitments?
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MajorClientSelling
BusinessCase4. Calculatethemagnitudeofthebenefitsfrom
change5.Developbusinesscase/ProfitImprovement
Plan
Amajorcaution:
Yourcustomerwillnotbelieveyourbusinesscaseifyoudoitforher!
Whyisthat?23
MajorClientSelling
Distinctive?
“TheBestPeople!”
“GreatReliability!”
“UnequalledPerformance!”
“TopQuality!”
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MajorClientSelling
YourGreatcoAdvantage• The largest selection of ….. equipment for
purchase or rent in North America, all in one place.
• A Total Solutions Partner offering sales, rental, repair, training and technical support.
• Knowledgeable, experienced sales professionals who know their products and your industry.
• 12-hour toll-free telephone support, on all products we sell or rent.
• Seven regional offices across Canada to better serve your local needs.
• Over 30 years of experience in the industry allows us to better understand your individual needs, and to provide top-notch solutions to your toughest problems.
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MajorClientSelling
AMajorMistake
• Expectingyourcustomertotranslateyourdistinctivenessintoavalueforthem
• Whyisthatamistake?
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MajorClientSelling
ProductionMachinery
• Distinctiveness‐higherreliabilityresultinginlessunscheduleddowntime
• Problems/Consequences
• Firstlevel–morerepair/maintenancecharges
• Overtimetostaff?
• Delayshippingproducts?• Extrarushshippingcharges?
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MajorClientSelling
ProductionMachinery‐II
• Higherreliabilityresultinginlessunscheduleddowntime
• Losecustomers?
• Couldtheyproduceandsellmoreproductifthemachine’soutputwashigher?
• Profitmarginonaddedproduction?
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MajorClientSelling
ValueEaseofUse Machinery measurable?
Lowertrainingcosts Staffflexibility Lostproductionvs.training
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MajorClientSelling
WhoappreciatesValue
Yourimmediatecustomermaynotrecognizeyourvaluetotheircustomer
i.e.“YourCustomer’sCustomer”
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AircraftComponents• KeyDifferentiatorisReducedWeight
• SalesFocus– AircraftManufacturer?
or– AirlineCompany?
• DefineValuetoeachCustomer!
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MajorClientSelling
AircraftComponents
KeyDifferentiatorisReducedWeight
ValuetoAircraftManufacturer? Higherpurchaseprice Nosavingininstalltime Trivialweightsaving
WhoCares!33
MajorClientSelling
AircraftComponents
KeyDifferentiatorisReducedWeight
ValuetoAirline? Lessfuel (costsaving) Morecargo (revenueincrease) Higherpurchaseprice Wewantit!
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MajorClientSelling
QuickCheck
• Doesyourmaincustomercontacthaveacustomer(internalorexternal)that’saffected
byyourproduct?
Writedownthevalueyouprovidetoyourcustomerandyourcustomer’scustomer.
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MajorClientSelling
DiagnosticSelling
DeterminingYourCustomer’sProblem
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MajorClientSelling
Helpcustomersunderstandtheir“challenges”inanewway
Helpcustomersunderstandtheseverityoftheir“challenges”
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MajorClientSelling
AkeytoSelling
UnrecognizedProblems
UnanticipatedSolutions
Whatdoesthatmean?
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MajorClientSelling
Distinctivenessfromselling
• Understandcriticalcustomerissues• Discussoutcomes/resultsnotproducts,servicesorprocesses
• Tieoutcomestocriticalissues
• Usebusinessterminology
• Refertometricsachievedbyrealcustomers
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MajorClientSelling
DiagnosticConversation
• ThekeyfundamentaltoolforConsultativeSelling
• “GoingfortheNo”
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MajorClientSelling
Process
• InitialAttention• DiagnosticBusinessConversation
• Problems
• Opportunities• Magnitude
• Co‐developaBusinessCase• Demonstration
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MajorClientSelling
DiagnosticSelling
• ThinkofvisitingaDoctor• Doessheprescribebeforeshediagnosesyourproblem?
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MajorClientSelling
DiagnosticSelling
• Diagnoseverythoroughly• Sothatbothyouandthe“patient”/customerunderstandthesignificanceoftheproblem
• Thenyouprescribe/definethesolution
• Failuretodoathoroughdiagnosisresultsin“that’swaytooexpensive..”
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MajorClientSelling
DiagnosticBusinessConversation
Thereare2waystodominateaconversation
• Youcantalkallthetime Or
• Youcanguidethediscussionbyaskingthoughtfulquestions
• Whichapproachisbetter?44
MajorClientSelling
• Successfulsalespeoplemustbemastersateffectivelycreatingandusingquestions
• Theyknowexactlywhatinformationtheyneedandwhattypeofquestionisneededtoelicitthatinformation
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MajorClientSelling
Carefullycrafted(andpurposeful)questionscan:
• Encouragethoughtfulresponsesfrombuyers• Providedetailedinformationaboutthebuyer’scurrentsituation,needs,andexpectations
• Thisdetailandunderstandingisoftenasmeaningfulforthebuyerasitisforthesalesperson
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MajorClientSelling
QuestioningSystems
• SPINQuestioningSystem• Customer‐CentricSelling• HelpingClientsSucceed‐ORDER• TheComplexSale‐RADAR• Miller‐Heiman“StrategicSelling”• ADAPTQuestioningSystem
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MajorClientSelling
OriginsofSPINSelling
• Neil Rackham, Huthwaite • 12-year research study that analyzed
over 35,000 sales calls by 20 of the world's leading selling organizations
• IBM, Xerox • SPIN Selling, McGraw Hill's all-time
#1 bestselling business title
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MajorClientSelling
ImplicationQuestions• Focusontheconsequences,effects,orimplicationsofproblems
• Expandtheproblem
• Expandtheperceptionofvalue
MajorClientSelling
ImplicationQuestions• Keytosuccessinsellinglargerproducts/services
• Defersintroductionofsolutions/products• RecognizingthePain
MajorClientSelling
StagesofaSalesConversation
1. Opening2. Investigating3. DemonstratingCapability4. ObtainingCommitment
Fora“simplesale”,whichstageismostimportantandwhy?
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MajorClientSelling
StagesofaSalesConversation
1. Opening2. Investigating3. DemonstratingCapability4. ObtainingCommitment
Fora“complexsale”,whichstageismostimportantandwhy?
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MajorClientSelling
TheSalesCall
How Much Should You Be Talking?
0%
100% 100%
0%
Talk %
Start End
Talking" You Customer
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MajorClientSelling
ClearFutureInamulticontactsale,youdon’tgetanorderattheendofeachsalescallbut,youstillmustmakeprogresswitheachsalescall.
Whatisprogress?Thecustomerhastoinvesttheirtimeand/ormoneytotakethenextstep
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MajorClientSelling
ObtainingCommitmentinLargerSales
ORDER“here’stheP.O.”
ADVANCE“agreetonextstep”
CONTINUATION“we’llkeepyouinmind”
NO‐SALE“don’tbothermeagain!”
SUCCESS
FAILURE
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MajorClientSelling
ObtainingCommitment
1. Pleasesendmemoredetailedinformation2. Let’smeetagainnextmonthanddiscussit
more.3. Let’smeetagainnextmonth.I’llbriefour
CFOandhaveherjoinus.4. Weneedtoseeademobeforewedecide.
Canyouarrangeoneformyproductionmanagerandmenextweek?
MajorClientSelling
Demonstratingyourproduct
• Notavalidsalesstep
unless
• Generalagreementonbusinesscase
• Customerhastodosomework
• Clearnextstep• Contractfirst?
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MajorClientSelling
QuickCheck
• Whatarethepossibleconsequences/implicationstomycustomer’sproblem?
• HowoftendoIdemonstratebeforeweagreeonabusinesscase?
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MajorClientSelling
Break• ComplexSales
• FirstImpressions
• “SevenDeadlyMistakesThatCauseYoutoLoseLargeSales”
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MajorClientSellingContract
Contact
TheMazeofComplexSales
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MajorClientSelling
ComplexSalesEnvironment
• MajorDollars$$$• SignificantImpactonCustomer
• MultipleDecisionMakers
• ExtendedSalesCycle• TopManagementApproval
• ContinuingRelationship
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MajorClientSelling
Bad news - the complex sale is getting more and more
complex.
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MajorClientSelling
#ofpeopleinvolvedinacorporatetechnologypurchaseover$25,000
MarketingSherpaSurvey2007
6.8
13.5
21
0
5
10
15
20
25
100-500 >1000
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MajorClientSelling
Badnews‐thecomplexsaleisgettingmoreandmorecomplex.
CRMSystemvaluedat$500Kthattouchessales,marketing,support,service,adminandR&Dina1000employeecompany
Isthisacomplexsale?
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MajorClientSelling
Badnews‐thecomplexsaleisgettingmoreandmorecomplex.
WorkingatNordstromsellingasuittoacustomer.
Isthisacomplexsale?
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MajorClientSelling
Badnews‐thecomplexsaleisgettingmoreandmorecomplex.
SellingNordstromonbuying$500Kofsuitstoselltotheircustomers.
Isthisacomplexsale?
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MajorClientSelling
QuickCheck
• HowmanycustomerengagementsdoesittakebeforeImakeasale?
• Howmanycustomercontactsgetinvolvedinthedecision?
• Isthisacomplexsale?
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MajorClientSelling
What’sneededtosucceed
• Multiple “distinctive value” conversations - tailored to each buyer type
• Truly understand and influence the issues of each buying participant
• Engaging “high and wide” • A structured strategy and action planning
process
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MajorClientSelling
BuyingInfluences User,Technical,Economic
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MajorClientSelling
BuyingInfluences• AllthreeinfluencesarepresentinEVERYsale!!• Insmallersalestheinfluencesmaybeallwithinthesameperson
• Inlargersalestheinfluencesareusuallyspreadamongstanumberofpeople
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MajorClientSelling
BuyingInfluences
Thinkofyoubuyingsoftware
1. Userdecision2. Technicaldecision3. Economicdecision
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MajorClientSelling
UserBuyer• Usesorsupervisestheuseoftheproduct
• Personalstake• Determinessuccess ofprojectIssues• Howwillthisaffectmyjob?
• Whathappenstotheproductivityofmystaff?
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MajorClientSelling
TechnicalBuyer• Oftenseveral• MultipledepartmentssuchasPurchasing&IT
• Cankeepyououtofthegamebutcan’twinthegameforyou
• Canvetoontechnicalissues
– Meetsspecs?– Meetspolicy?
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MajorClientSelling
EconomicBuyer
• Releasesmoney• Canapprove• Canveto• IsthistheCFO?Issues
– Withinbudget?– ReturnonInvestment(ROI)
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MajorClientSelling
EconomicBuyerHowhighalevel?
• Dollaramount• Potentialimpact• Businessconditions• Experiencewithyouand/oryourtypeofproduct
“Sometimestheylie”
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MajorClientSelling
TheCoach
• AspecialBuyingInfluence
• IsyourGuide• Wantsyoutowin
• Hascredibility• Believesinyou
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MajorClientSelling
TheCoachWhysoimportant?
“90%ofthesellingoccurswhileyou’renotthere.”
BrianLowe,VPSales77
MajorClientSelling
Structured strategy/action planning process
• Increasesuccessrate• Optimizeefforts
• “Someelements”..Manymore– Forallbuyinginfluences– Top3criteria– Competitivestanding
– Threshold– Emphasis
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MajorClientSelling
Areallcustomerslogical?
• WII‐FM
What’sInIt‐ForMe• Win‐Resultconcept
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MajorClientSelling
Isthereadifference?ExamplesofCorporate“Results”:• higherrevenue• increasedprofitability
CorporateResultsvs.Personal“Wins”
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CorporateResultsvs. Personal“Wins”Isthereadifference?
ExamplesofPersonal“Wins”:• makesjobeasier• recognition• compensation• Moredirectreports/budget• JobSecurity
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MajorClientSelling
CorporateResultsvs. Personal“Wins”
Saleschallenge:
Convincingamanagerinagovernmentsettingofasolutionthatwillreducetheirstaffheadcountandtheirbudget.
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MajorClientSelling
CorporateResultsvs. Personal“Wins”Isthereadifference?
Neverunderestimatetheimportanceofapersonalwinforyourcontactespeciallywhensellingtoalargecustomerorganization!
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MajorClientSelling
Mellem’sLawofExecutiveSelling
Callingoncustomerexecutivesishardwork.
“Youdon’thavetoCallHighonALLofyourcustomers...
...OnlyonthoseyouwanttoWinandthosethatyouwanttoKeep!” 84
MajorClientSelling
Doescallinghighalwaysapply?
• SizeofTransaction• SizeofCustomer
• DepartmentorEnterprise
• Impactoncustomer
• NewInitiativeorReplacement
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MajorClientSelling
FirstImpressions
Howtogainentry
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MajorClientSelling
• Isn’titeasieriftheyapproachme?
• Sure,but…
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Whatisyourcompetition?
• 60+hoursofworkbacklog
• Meetingsfrom8:00AMto6:00PM
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MajorClientSelling
Whatisyourcompetition?
• 100+“important”emailseveryday
• Everyonecopiesmeoneveryemail
• Delete,delete,delete
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MajorClientSelling
Whatisyourcompetition?
• 30+“important”voicemailseveryday
• Everyonewantstotalktome
• delete,delete,delete!
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MajorClientSelling
Whatisyourcompetition?
Idon’thavetimetoconsideranythingthatrequireschange!
“TheMysteryCompetitor”
a.k.a.Nodecision
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MajorClientSelling
Createinitialcommunications
1. Establishcredibility
2. Piquecuriosity
3. Closeconfidently
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MajorClientSelling
Createinitialcommunications
1. Establishcredibility• Referral
– MarySmithsuggestedthatIcontactyouabout..
• Triggeringevents– YouracquisitionoftheXYZcompanywillcause..
• Research– InreadingyourAnnualReport,Inoticedthat…
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MajorClientSelling
Knowingyourcustomer’sbusiness
• Investorrelations– Annualreports– ManagementDiscussion&Analysis– Sedar&Edgar
• GeneralBusinessmedia– Globe&Mail,WallStreetJournal,Fortune,BusinessinVancouver
• Industrymedia
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MajorClientSelling
Createinitialcommunications
2.PiqueCuriosity
• Astrongvalueproposition
• Criticalbusinessissues• Significantvalue• Metrics
• Prominentcustomers• Insightfulideas
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MajorClientSelling
Createinitialcommunications
3.Closeconfidently
• Specifyaclearnextstep• Specificfollowuptime
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MajorClientSelling
VoiceHello, Mr. Jones. This is Sammy Smith calling.
I'm an account executive with the GREAT company. We provide business consulting services.
Our service is leading edge, high quality and we supply the most knowledgeable consultants in the industry.
I'd like to get together to learn more about how you do key business processes. And tell you about how our unique Keystroke Service can help your business.
Please call me at 604.555.1212 to set up a time. 98
MajorClientSelling
EnticingVoicemessaging
• Reference your Research • State a Strong Value Proposition • Share an Insightful Idea • Dangle Important Information • Conclude with Confidence
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MajorClientSelling
VoiceHello, Mr. Jones. This is Sammy Smith with the
GREAT company. In reading about your acquisition of ABC, I know that a great opportunity exists to maximize your market share in the reservoir simulation market.
We recently helped the XYZ company increase their market share from 45% to 65% by revamping their marketing strategy after acquiring RST.
Let’s talk to determine if we can help you get similar results. I’ll call you at 7:45 on Tuesday the 14th to discuss.
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MajorClientSelling
RealLifeSellingProblem
Engineeringsoftware$1.5‐3.0Kperuser Initialsuccess,then“marketingmachine”
Marketingleadgeneration
Freedemocopies–timerestriction
ProSales–closetheorderResults? -25%
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MajorClientSelling
Analyzetheproblem
Topfourproblems• Poorexpansionofusageinlargecustomers
• Verypoorconversionofprospectstocustomers
• Overlydependentoneconomichealthofoneindustryvertical
• Salesteamimproperlytrained
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Solution
• UpgradetheSalesteam• Qualificationofopportunities• Educationalapproachtoselling• Additionalmarketsectors
• Results+35%
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MajorClientSelling
TheSevenDeadlyMistakesThatCauseYouToLoseLargeSales
#1FailingToConfrontReality:BadNewsEarlyisGoodNews
#2NoBusinessCase#3WastingResourcesonPoorOpportunities#4LettingtheCustomerDefinetheSolution
#5WeakValuePropositions:YourDistinctiveValueMustbeClearlyRelevanttoEachContact
#6NotPreventingCustomerDelays:AvoidtheDreaded“NoDecision”
#7FailingtoInfluenceCustomerExecutives:AvoidUnpleasantSurprises 104
MajorClientSelling
TheSevenDeadlyMistakesThatCauseYouToLoseLargeSales
• Givemeyourbusinesscard
• Downloadatwww.majorclients.com
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MajorClientSelling
ComplexSales
• Training/coaching/focusdevelopmentprogram
• WinningBigContracts
• 604.925.4153106
MajorClientSelling
ThankYou!
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