battling the 57%
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Battling the or
57%
Sales People Still Matter
© The TAS Group 2014
Donal Daly CEO
Maureen Blandford Vice President Marketing
© The TAS Group 2014
The Customer Buying Process
Customer Diligence
Begins Customer Purchases
Source: CEB
57% Customer Engages Supplier
© The TAS Group 2014
How far through the buying process are your buyers when they engage with you? • 0% • 10% • 25% • 50% • 75%
© The TAS Group 2014
The Customer Buying Process
Customer Diligence
Begins Customer Purchases
Source: CEB
of the purchase decision is complete before a customer even calls a supplier.
57% Customer Engages Supplier
© The TAS Group 2014
The Customer Buying Process
Customer Diligence
Begins Customer Purchases
Source: CEB
of the purchase decision is complete before a customer even calls a supplier.
57%
On Average.
Customer Engages Supplier
© The TAS Group 2014
BUYERS
BUY DIFFERENT THINGS
© The TAS Group 2014
Not all purchases are the same
Intellectual Property
Cos
t
© The TAS Group 2014
Not all purchases are the same
Frequency
Risk
Intellectual Property
Cos
t
© The TAS Group 2014
Not all purchases are the same
Frequency
Risk
Intellectual Property
Cos
t
Utilities (example)
Business Process
Infrastructure (example)
Office Equipment
(example)
Personal Productivity
Tools (example)
© The TAS Group 2014
Not all purchases are the same
Frequency
Risk
Intellectual Property
Cos
t
Utilities (example)
Business Process
Infrastructure (example)
Personal Productivity
Tools (example)
Office Equipment
(example)
57% Problem Area
The
© The TAS Group 2014
Not all purchases are the same
Frequency
Risk
Intellectual Property
Cos
t
Utilities (example)
Business Process
Infrastructure (example)
Personal Productivity
Tools (example)
Office Equipment
(example)
Might not be that big
© The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Buyer:Seller Role by Impact/Size
Buyer Driven
© The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Buyer:Seller Role by Impact/Size
Buyer Driven
Seller Driven
© The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Area of Value Creation
Area of Value Creation
Buyer Driven
Seller Driven
© The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Area of Value Creation
Area of Value Creation
Buyer Driven
Seller Driven
The seller’s job is not to Communicate Value … the internet does that Progressive sellers will
Create Value
© The TAS Group 2014
The Customer Buying Process Source: CEB
Customer Diligence
Begins Customer Purchases
57% Customer Engages Supplier
© The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum ac
tivity
time
Marketing
Sales
Source: CEB
© The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum ac
tivity
time
Marketing
Sales
Customer Diligence
Begins Customer Purchases
57% Customer Engages Supplier
© The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum ac
tivity
time
Marketing
Sales
Customer Diligence
Begins Customer Purchases
57% Customer Engages Supplier ?
© The TAS Group 2014
Awareness Interest Preference Action
Before or After? ac
tivity
time
Marketing
Sales
Customer Diligence
Begins Customer Purchases
Customer Engages Supplier
Source: CEB
BEFORE AFTER
© The TAS Group 2014
Awareness Interest Preference Action
Before or After the 57% Point? ac
tivity
time
Marketing
Sales
Customer Diligence
Begins Customer Purchases
57% Customer Engages Supplier
Source: CEB
BEFORE AFTER
© The TAS Group 2014
Awareness Interest Preference Action
AFTER the 57% Point ac
tivity
time
Marketing
Sales 57%
Source: CEB
FOCUS HERE
Customer Purchases
Customer Diligence
Begins
Customer Engages Supplier
© The TAS Group 2014
Awareness Interest Preference Action
AFTER the 57% Point ac
tivity
time
Marketing
Sales 57%
Source: CEB
FOCUS HERE
Customer Purchases
Customer Diligence
Begins
Customer Engages Supplier
© The TAS Group 2014
Qualification Matters
© The TAS Group 2014
Qualification Matters
© The TAS Group 2014
Qualification Matters
© The TAS Group 2014
Flanking Strategy
Competitor
You
Customer Stated Needs
© The TAS Group 2014
Flanking Strategy
Competitor
You
Customer
57%
Stated Needs
© The TAS Group 2014
Flanking Strategy
Competitor
You
Customer
57%
Stated Needs
Changed Needs
© The TAS Group 2014
Flanking Strategy: Shifts the focus of a customer’s buying criteria to new or additional issues that favor your solution.
RULES
Don’t follow the rules
Executive support
Make your move last
Don’t open the door
Flanking Strategy
© The TAS Group 2014
e=mc2
© The TAS Group 2014
e=mc2
YOU CANNOT DEPLOY A WINNING FLANKING STRATEGY USING THE SAME RULES THAT EVERYONE ELSE IS USING �
© The TAS Group 2014
Qualification Matters: Reminder
© The TAS Group 2014
Flanking Strategy: Flank to Unique Business Value
A B
A+1 A
© The TAS Group 2014
Flanking Strategy: Flank to Unique Business Value
© The TAS Group 2014
Flanking Examples
© The TAS Group 2014
Flanking Examples
© The TAS Group 2014
When the sales trainer leaves …
TIME
IMPR
OVE
MEN
T
87%
© The TAS Group 2014
Awareness Interest Preference Action
Before or After the 57% Point? ac
tivity
time
Marketing
Sales
Customer Diligence
Begins Customer Purchases
57% Customer Engages Supplier
Source: CEB
BEFORE AFTER
© The TAS Group 2014
The other …
© The TAS Group 2014
The other …
© The TAS Group 2014
The other …
© The TAS Group 2014
Awareness Interest Preference Action
BEFORE the 57% Point ac
tivity
time
Marketing
Sales 57%
Source: CEB
FOCUS HERE
Customer Purchases
Customer Diligence
Begins
Customer Engages Supplier
© The TAS Group 2014
3 Types of Need
Active Unknown Known
© The TAS Group 2014
When to Sell
© The TAS Group 2014
© The TAS Group 2014
© The TAS Group 2014
When to Add Value
© The TAS Group 2014
© The TAS Group 2014
When to Add Value
© The TAS Group 2014
© The TAS Group 2014
© The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum ac
tivity
time
Marketing
Sales
Source: CEB
“Account Planning is the new marketing”
© The TAS Group 2014
Create, develop, pursue, and win business that delivers mutual value
for you and your customer
© The TAS Group 2014
Know your customer Impact on a Customer
fn (Business Problems, Business People)
54% 61%
© The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum ac
tivity
time
Marketing
Sales
Source: CEB
© The TAS Group 2014
Awareness Interest Preference Action
Before or After the 57% Point? ac
tivity
time
Marketing
Sales
Customer Diligence
Begins Customer Purchases
57% Customer Engages Supplier
Source: CEB
BEFORE AFTER
© The TAS Group 2014
Resources …
AccountPlanningInSalesforce.com
thetasgroup.com/ebooks/ 12-Elements-Of-A-Great-Sales-Playbook.php
30 Day Trial
Battling the or
57%
Sales People Still Matter
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