Webcast: Using Outcome-Based Selling to Achieve Better Sales Success

Using Outcome-Based Selling to Achieve

Better Sales Success

TOM PISELLO, Chairman & Founder

Blog: http://tompiselloroiguy.blogspot.com/

Twitter: @tpisello

http://www.alinean.com

http://www.fightfrugalnomics.com

Powering B2B sales to economic buyers

http://tompiselloroiguy.blogspot.com/

http://www.alinean.com/

http://www.fightfrugalnomics.com/

© 2011 Alinean, Inc. 2

A New Buyer Requires New Strategy & Tactics




Less Discretionary Budget up for Grabs in 2012,

But Opportunity Exists

Determined potential impact through other adopters and built a business

Budget was taken from another line item after need was established/clear

Budget was determined post multiple bids

Budget was allocated as part of a larger line item once need was established

Budget for project was approved and allocated during beginning of the year

26.7%

26.1%

20.6%

15.8%

10.9%

Demand Creation Specialists B2B Buyer Survey - 2011

Sales needs to proactively help facilitate buyer’s realization that:

1. A need exists and it is a priority

2. If opportunity is not addressed it has a cost

3. If opportunity addressed = tangible and significant financial and competitive reward

4. A viable proposed solution is available w/ significant ROI and fast payback

5. The proposed solution represents a good value vs. competitions


Buyer’s Decision Process Significantly Changed

Fewer internal team members provided their input into decision process

Relied more on live customer feedback/recommendations

More internal team members provided their input into decision process

Did more detailed analysis of costs/ROI of solution before finalizing the process

Utilized a wider variety of sources to research options

Took more time to research and consider solutions

16%

21%

30%

34%

36%

48%

Multiple Responses Allowed

Demand Creation Specialists B2B Buyer Survey - 2011

Match and facilitate buyer’s decision process:

1. Deliver content to help buyer’s adequately research opportunities and solutions,

2. Provide financial justification and business case tools to prove return on investment

(ROI),

3. Provide live customer testimonials and advocate communities to help buyers learn from

peers the best way to solve opportunities with the proposed solutions.


B2B Buyers: It’s All About the Benjamins

Focus on Lowest Purchase Price

vs. Best Value

Focus on Total Cost of Ownership

can help facilitate better decision

Source: The Considered Purchase Decision What Matters, What Doesn’t And What It

Means For B2B Marketing and Sales by TriComB2B / University of Dayton School of

Business Administration http://www.cmo.com/conversion/purchase-survey-finds-price-

total-cost-ownership-most-important

http://www.cmo.com/conversion/purchase-survey-finds-price-total-cost-ownership-most-important


















Buyers are Economic-Focused

• Size

Longer Sales Cycles

Reduced Deal Size More Leads to Close Same

Amount of Business

Stalled Deals

Increased Competition More Stakeholders

Executive Scrutiny


Unfortunately, Product / Solution Selling Still Reigns

Forrester Sales Enablement Forum- 2011

Sales Recognizes Issue as Well:

26% of BtoB sales reps surveyed cited “inability to communicate value

messages” as the number one inhibitor to achieving quota - SiriusDecisions


Fight Frugalnomics™ with Value Selling & Marketing

Value Focus

Discussion:

• Prescriptive & Quantified

• Discover… Is customer

aware of issue?

• Diagnose… How bad is it?

• Quantify … Value of change

• Compare … Value vs. Status

Quo / Competition

Drive: Diagnostic Led: What

is issue & value of change?

Product Focus

Discussion:

• Customer knows issue

• Tie features / functions to needs

• Compares product alternatives

• Feature • Function • Price

Drive: Sales Led: Product

Driven

Solution Focus

Discussion:

• Customer knows issues &

desired outcome

• Questions to discover pain

points

• Recommend solution to

solve pain

Drive: Sales Led: Pain-Point

Driven

Solution

Provider Trusted Advisor Vendor


Facilitating the Buyer’s Journey w/ Interactive Sales &

Marketing Tools

BUYER’S JOURNEY

Interactive White Papers

Diagnostic Assessment Tools

ROI Analysis Tools TCO Comparison Tools

Create awareness

around a new problem

Align problem with

business issues; drive

urgency

Help buyer

identify needs in solving

the problem

Align solution

with specific sets of

business needs

Make the business case

for change

Validate/ reinforce choice

Prove best value

Loosening of the

status quo

Committing to change

Exploring possible solutions

Committing to a

solution

Justifying the

decision

Making the selection

Content Marketing & Sales Enablement Strategy

DISCOVERY CONSIDERATION DECISION

PROVOCATIVE APPROACH VALUE APPROACH


Case Study: Microsoft Simple-to-Save




Microsoft Simple-to-Save Cost Savings Analysis

http://www.microsoft.com/optimization/tools/overview.mspx


Quick Savings Analysis


Few Data Points to Estimate Savings


Overview of Results


Capability & Maturity Benchmarks


IT & Business Savings


Savings Details


Review & Customize Results


Roadmap Recommendations


White Paper Reports


PPT Report


Case Studies: OfficeMax ProForma




Proactive Profiling to Generate Provocative Savings Reports


Profile + Research = Savings Opportunity


Select Scope of Proposed Services


Quantifying the Cost of Doing Nothing


Estimate Savings Potential


Compelling Savings From Enterprise Programs


Urgency via “Speed to Savings”


Word and PPT Report Options


Tool Development Process & Benefits




Typical Development Project

• Demand-Gen – Week 1: Kickoff

– Week 2: Initial Prototype Spreadsheet

– Week 3: 2nd Prototype Spreadsheet

– Week 4: Initial Tool Alpha

– Week 5: Initial Tool Beta

– Week 6: Initial Tool Pilot

– Week 8: Final

• Sales Enablement – Week 1: Kickoff

– Week 2: Initial Prototype Spreadsheet

– Week 3: 2nd Prototype Spreadsheet

– Week 5: Initial Tool Alpha

– Week 7: Initial Tool Beta

– Week 8: Initial Tool Pilot

– Week 10: Final


What is Required of You and Your Team?

• Collect and Provide Prior Art:

– Benefit statements

– Benefit / ROI white papers

– Spreadsheet or other tools

– ROI / Benefit oriented case studies

• Create Tool Development / Review Team

– Marketing/ sales enablement usually leads project

– ROI subject matter expert(s)

– Enterprise sales representation

– Channel sales representation

– Pilot review team (select customers / partners)

• Participation

– Weekly meeting

– Weekly review

– Alpha, Beta & Pilot review


Facilitating the Buyer’s Journey w/ Interactive Sales &

Marketing Tools

BUYER’S JOURNEY

Interactive White Papers

Diagnostic Assessment Tools

ROI Analysis Tools TCO Comparison Tools

Create awareness

around a new problem

Align problem with

business issues; drive

urgency

Help buyer

identify needs in solving

the problem

Align solution

with specific sets of

business needs

Make the business case

for change

Validate/ reinforce choice

Prove best value

Loosening of the

status quo

Committing to change

Exploring possible solutions

Committing to a

solution

Justifying the

decision

Making the selection

Content Marketing & Sales Enablement Strategy

DISCOVERY CONSIDERATION DECISION

PROVOCATIVE APPROACH VALUE APPROACH


Connect higher in organization & speak language of economic buyers / CFOs

Break through the noise with value add / personalized content

Elevate relationships from vendor to trusted advisor

Convert 240% more prospects to sales than other programs Increase the competitive success rate of proposals by over

60%

Prove more value, lower costs and competitive advantages

Automate development of personalized assessments and business case proposals

Reduce proposal time from days to hours Reduce sales cycles by 20-30%

Drive 50% more leads / connections compared to other initiatives

Reduce discounting and increase deal size by 20%

Engage on value vs. feature / function / price

Increase the credibility and acceptance of proposals by 100%

Deliver credibility with research and 3rd party validation

Convert existing Excel sales tools into on-line interactive applications with no programming

SaaS delivery Self-authoring for shared workload

Develop sales tools with lower TCO

Enable all direct and channel sales teams with a scalable sales /marketing tool suite.

Collect customer data, track and drive usage

Standardize and centralize value selling / marketing efforts

Convert 240% more prospects to sales than other programs Increase the competitive success rate of proposals by over

60%

Value of Alinean Business Value Selling / Marketing Tools


Questions?

http://www.alinean.com/faq/


Next Steps

1. Your Sales & Marketing Ready to Do Business with Frugal Buyers? Take this Diagnostic Assessment to Find Out.

2. Research White Paper: Sales Enablement and the Economic Buyer

3. Over 200% ROI from a Value Selling Program Sound Impossible? Find Out for Yourself

4. Why Alinean? Alinean Vendor Profile (SiriusDecisions)

Alinean powered tools can significantly upgrade the quality of sales interactions

throughout the buying process, allowing prospects to drive at the beginning

through simpler, self-service tools and sales to provide greater depth as the buying

process proceeds – SiriusDecisions 2010


https://roianalyst.alinean.com/enterpriseroi/AutoLogin.do?d=583481707964037332


http://www.alinean.com/docs/Alinean_Sales_Enablement_and_the_Economic_Buyer.pdf



http://www.alinean.com/Resources/Alinean2010Profile_SiriusDecisions.pdf





Thank You!



Date post:	22-Apr-2015
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