Engineering Your Sales Process

Engineering Your Sales Process

LSC Workshop
December 4, 2012
© 2012 SKMurphy, Inc. (skmurphy.com) & 1
SalesQualia (salesqualia.com)

About SKMurphy, Inc.
 We Offer Strategy and Customer
Development Consulting & Products
 Our Focus is on Software Entrepreneurs
 We Help Them Find
 Early Customers / Early References
 Early Revenue


About SalesQualia
 Improve Sales Performance. Sell More Stuff.TM
 Coaching, Videos, Advisory, Software, Training
 Twitter: @salesqualia | @scottsambucci
 Web: www.salesqualia.com
 Quora: SalesQualia
 Amazon “Startup Selling: How To
Sell If You Really, Really Have To
And Don’t Know How”


Who’s In The Audience?
 Actively Selling a Product
 In Development, Preparing to Sell
 Considering Starting a Company


Around the Room
 Name / Company
 What Is The Most Important Thing You
Would Like to Take Away From Today?


Our Goals for Today’s Workshop

 Understand Your Customer’s Buying Process
 Understand Your Sales Process
 Tools to Help Move Your Sales Process Forward


Overview
 Customer Buying Process
 Structure of Sales Process
 Top 5 Sales Challenges
1. Cannot Get A Second Call
2. “Go Dark” After Several Conversations
3. Never Ending Beta
4. Deals Stalled
5. Prospect Stays With Status Quo
 Sales Mapping

Customer Buying Process
Many Hats / Many Players
 Buyer: Owns Budget and Decision
 Users: Directly Impacted
 (Dis-)Approvers
 Influence Decision Path
 Concerned with Policy or Process
 Legal, HR, IT, Purchasing, etc..


Four Key Criteria
1. What Critical Business Issue Do You
Address?
2. Executive: Save Money / Financial Impact
3. Manager: Save Headcount
4. Individual: People Time / Cycle Time
Impact


Understanding Their Situation
 Who Is The Buyer?
 May Not Be The User
 Title, Industry, Company Characteristics
 What Are They Responsible For?
 How Are They Measured?
 What Is The Critical Business Issue: Pain,
Problem, Or Need The Buyer Has?


Take 5 Minutes


Share Your Answers


Overview
 Customer Buying Process
4. Deals Stalled
 Sales Mapping

Structure of Sales Process
Sales Funnel

Initial Conversation

Needs Analysis

Evaluation of Options

Resolving
Concerns

Implementation


New Lead / Initial Conversation
 Conversation Type
 Cold Call
 Referral
 Response To Conference/Meetup
 Conversation Is Bidirectional
 Outcome: If Interest, Agree To Next Action
 Schedule It
 Map Out Who Else To Meet


Needs Analysis
 Don’t Pre-Answer Basic Questions
 Diagnose the Problem Together
 Visionary vs. Pragmatic / Mainstream
 Impact of Solution
 Make Yourself a Resource
 Add Value Immediately
 Provides More Opportunity for Follow-up
 Objective: ID Critical Business Issue

Evaluation of Options
 Options  Timeline
 Other Vendor(s)  Decision
 In-House  Business
 Status Quo  Technical
 Implementation Plan
 Reference / Scale Up
 Objective:
 Customer Criteria Identified
 How Does The Process End

Resolving Concerns
 Final ROI Model
 Executive: $ (Profit / Revenue)
 Manager: People Or Headcount
 Individual: Time
 Hard Questions About Time & Risk Good Sign
 Customer Process: Understand, Believe & Act
 Objective: Plan To Make It Work


Implementation
 Three Phases
 Prototype Use
 Pilot Group
 Proliferation / Scaling Out
 Each Should Generate
 Reference / Testimonial
 Case Studies / Use Cases
 Lessons Learned


Implementation
 Its More Than a Purchase Order
 Software License Agreement
 Maintenance Agreement
 Service Level Agreement
 Purchasing (Commercial) Terms & Conditions
 Non-Disclosure of Confidential Information and
Intellectual Property


Overview
 Structure of Sales Process
4. Deals Stalled
 Sales Mapping

Questions for Audience:
Let’s Look At A Sales Challenge
 Situation
 Prospect Company Type / Industry
 Title Of Buyer
 How Do You Know The Buyer?
 Where Do You Think You Are In Sales Process
 What Is Preventing It From Moving Forward?


Top 5 Sales Challenges
4. Deals Stalled


10 Minute Break
 Review Questions For Debugging Your
Sales Challenges


Top 5 Sales Challenges
4. Deals Stalled


Who Has The Challenge
“Cannot Get a Second Call”?
 Tell Us About The Situation
 What Is Their Problem?
 What Is Your Value?


Debugging
“Cannot Get a Second Call”
 First Conversation You Need To Gather
 Enough Info In First Call To Recover And Lay
Groundwork For Next Call
 What Were Dual Assignments?
 What Will Have Changed That Will Advance
The Conversation?
 Revisit Critical Business Issue
 Understand Value to Prospect


Go Dark After Several Conversations?


Debugging
Go Dark After Several Conversations
 Needs Analysis – Elicit Symptoms
 3-minute Test
 Jump To Demo - IQ Test “How Would You
Use This In Your Business”?
 Key Goals / Objectives
 Deliberate Practice: De-brief Each Call
 3 Reasons Why Sale Will Or Won’t Continue


“Never Ending Beta”?


Debugging
“Never Ending Beta”
 No Critical Date
 No Critical Business Issue
 No Formal Evaluation Place, No Explicit
Process
 Wrong Person, Possibly Wrong
Department Or Too Low


“Deal Stalled”?


Debugging
“Deal Stalled”
 May Have Internal Members Who Say No
 May Have A Critical Dependency:
 Another Vendor
 Upgrade To Current Infrastructure
 Look For This In Other Pending Deals
 How Much Time To Reach Impact?
 Not A Critical Business Issue


“Prospect Stays With Status Quo”?


Debugging
“Prospect Stays With Status Quo”
 Is It Still A Critical Business Issue?
 What Is Cost of Living With Problem?
 Was It Ever a Critical Business Issue?
 Your Implementation May Be More Painful
Than Living With Status Quo


Overview
 Structure of Sales Process
 Top 5 Sales Challenges
4. Deals Stalled
 Sales Mapping

Create Your Sales Map
 State Your Objective
 Consider All Possibilities And Outcomes
 Identify Tasks That Lead To Your Objective
 Visualize The Process
 Document What Happened
 Iterate Your Map


Sales Map – New Call


Sales Map – Website Lead
 What is Goal For This Call?
 Assume Prospect Answers:
What Is The First Question You Will Ask?
 List 2-3 Common Answers
 What Will You Say Next?

Take 10 Minutes


Sales Map – Website Lead
Volunteer From Audience
 What is Goal For This Call?
 What Is The First Question You Will Ask?
 What Are 2-3 Common Answers
 What Will You Say Next?


Wrap
 Customer Buying Process
 Sales Mapping


Please Let Us Know How The
Workshop Was For you
 Feedback Card


About SKMurphy, Inc.
 We Offer Strategy and Customer
Development Consulting & Products
 Our Focus is on Software Entrepreneurs
 We Help Them Find
 Early Customers / Early References
 Early Revenue


About SalesQualia
 Improve Sales Performance. Sell More Stuff.TM
 Coaching, Videos, Advisory, Software, Training
 Twitter: @salesqualia | @scottsambucci
 Web: www.salesqualia.com
 Quora: SalesQualia
 Amazon “Startup Selling: How To
Sell If You Really, Really Have To
And Don’t Know How”


Last Slide in Handout


Engineering Your Sales Process

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