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The Secret Skill: How to Sell Testing STPCon 2010 Presented by Jim Hazen
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The Secret Skill:How to Sell Testing
STPCon 2010Presented by
Jim Hazen
IntroductionJim Hazen
Veteran of the Software Testing Trenches
Experience in software testing, both commercial and consulting work.
Why is it a “secret skill”Why “sell” Testing?
AgendaCurrent PerceptionsSalesman vs. Tester What are we “selling” and Who do we “sell” toBuyer ProfilesSelling Techniques and Communication
Methods/SkillsActive Listening (ABL) and Always Be Closing
(ABC)Speaking “their” languageEffects & BenefitsSummaryQ&A
Current PerceptionsTesting
Immature process/functionBottleneckGate Keepers“Necessary Evil”“QA”Costly Not Needed
Current PerceptionsTesting
“The people with the big sticks”
Current PerceptionsTesting
“Aliens who cannot communicate”
Current PerceptionsSales People
Slimy and Deceptive
Current PerceptionsSales People
Slick and Pushy
Current PerceptionsQA/Test is at the center of the action, like a hub on a wheel.
Salesperson vs. TesterWhen to be one versus the other
Salesperson Tester
Selling something to someone
Providing information to someone
Looking for Buy-in Looking for understanding
Wants commitment Wants collaboration
Date driven Task driven
Extroverted (social) Introverted (cerebral)Or both
Combine them and use the strengths of each!
What are we “selling”?Services
Detection, Prevention, Risk ManagementInformation
What is “defective”, how “good” is the productInsurance
Good to have it when you really need it.Project & Cost Benefits
Reduce Rework, minimize effects of Cost-to-Fix curve, keep the hemorrhaging of money under control
Customer satisfaction and retention“Soft” dollar affects and benefits
Who are we “selling” to?Who are our “buyers”
Project ManagementDevelopmentMarketing/SalesTech. Support / Customer Services / ITC-Level and Sr. ManagementEnd Users
Buyer ProfilesProject Management
Want to know will we make the date and are there any issues that will cause delays.
DevelopmentWant to know how “good” is the system, what
problems need to be fixed, and am I done yet.Marketing / Sales
Want to know can the system be sold and how soon.
Tech Support / Customer Services / ITWant to know is the system usable and what
issues to look for.
Buyer ProfilesC-Level and Senior Management
Want to know the cost to company, before and after shipping
Will the product generate revenueEnd Users
Want to know does the system meet my expectations and allow me to do my work without hindrance
Selling TechniquesWhat is the “Selling” process
Convincing a buyer to purchase…Negotiating a deal / contractAgreeing to work together for mutual benefitGetting “Buy-in”
TechniquesHard Sell
Use fear and pressure, limited time offerSoft Sell
Explain benefit and seek cooperation, open timeframe
Objections and Closing the Sale
Selling Techniques cont.Preparation
Practice and Role Play; practice makes the big difference in comfort & success.
Anticipate questions and have answers ready.Bring printed materials if needed.Appearance matters!Be On Time! (BOT)Consider your audiencePrepare a clearly written proposal, if needed,
with details and summary.
Communication Methods/SkillsMethods
Verbal Voice tone and volume, speak clearly & slowly,
succinctly Breath and Pause
Written email, PowerPoint, Whiteboard
Non-verbal Body Language & facial expression, attitude &
presence in room, personal space (yours and theirs)Listening
Active Listening, seeking to understand
Communication Methods/SkillsSkills
Personal One on one, networking, etc.
Group One to many in meetings, Presentations, etc.
Salesperson vs. Teacher Convincing/Persuading vs. Educating/Informing
Introvert vs. Extrovert Know when to draw yourself/others out and how
much Know when to give people time to speak versus
when to intervene and move forward.
Always strive for clarity!
Active Listening & “ABC”What is Active Listening
Attentive questioning and listening to other person
Always Be Listening (ABL)Listen to person and not just “hear” them
Benefits of ABLAlways Be Closing (ABC)Benefits of ABCTechniques using ABL and ABC together
Words and PhrasesBody Language, presenting and interpreting
Speaking “Their” LanguageProject Management
How much needs to be done and by whomWhat has been done and the findingsWhat is left to be done and how long to do itWill you make the schedule
Sell them on service, information and insurance
DevelopmentTechnical benefitsInsurance and ProtectionCollaboration
Sell them on information and insurance and protection
Speaking “Their” LanguageMarketing / Sales
Is the system “sellable” (stable/usable) Sell them on insurance and benefits for revenue
generation
Tech Support / Customer Services / ITIs the system stable and usableWhat are the issues and how to get around them
Sell them on information
End UsersHow they benefit from a usable system and one
they really wanted. Sell them on being their advocate and insurance
Speaking “Their” LanguageC-Level and Sr. Management
Money and TimeCost Containment (not cost savings)
Early detection and reduction of Rework; help control the hemorrhaging of money on a project
Soft Dollar Impacts and Benefits Customer Satisfaction Perceived Quality; improved new and renewal sales
due to system reliability System stability reduces need for service packs,
minimize post release costs Allow company to keep more of its revenue
Effects and BenefitsBetter communication and relationships with other
groups outside of testing.Clarity in communicationFocus on things that really matter (ABL) for the project
More collaboration and cooperation with other groups.
Testing seen as an integral part of the project cycle.More involvement of testing in earlier stages of the
project cycle.Increased “Buy-in” from other groups, specifically
senior management and the C-Level people.Increased ability to be effective and contribute to
the revenue stream (soft dollar impacts).
SummaryWhy “sell” testingWhat are we sellingWho are we selling toSpeaking in their languageSelling techniquesCommunication methods and skillsAlways Be Listening and Always Be ClosingBenefits
Q&A
Contact InfoJim Hazen
Company: (www.connectedtesting.com)
Company email: [email protected] email: [email protected]
References1) “Channeling Your Inner Salesperson”, Linda Hayes,
Stickyminds.com, June 28 2010.2) “Communication Chameleons”, Selena Delesie, CAST 2010
Conference, 2010.3) Myers-Briggs grouping definitions -
http://en.wikipedia.org/wiki/Myers-Briggs_Type_Indicator
4) “SQA - Possibly the Highest Return Technology Investment that Executives Can Make”, Bob Burley, Ajilon Labs, http://www.aclabs.com/SQA_return_wp.pdf
5) “Selling to the C-Suite”, Nicholas A.C. Read & Dr. Stephen J. Bistritz, McGraw-Hill, 2010.
6) “Perfect Phrases for Sales Presentations”, Linda Eve Diamond, McGraw-Hill, 2010.
7) “Don’t Sweat the Small Stuff”, Richard Carlson, Ph.D., Hyperion, 1997.
8) “Attitude is Everything”, Keith Harrell, HarperCollins, 2003.9) “How to Talk to Them”, Bob Burley, QAI Conference 2002
Proceedings, 2002.
