battling the 57%

Battling the or

57%

Sales People Still Matter

© The TAS Group 2014

Donal Daly CEO

Maureen Blandford Vice President Marketing


The Customer Buying Process

Customer Diligence

Begins Customer Purchases

Source: CEB

57% Customer Engages Supplier


How far through the buying process are your buyers when they engage with you? •  0% •  10% •  25% •  50% •  75%



Customer Diligence


Source: CEB

of the purchase decision is complete before a customer even calls a supplier.




Customer Diligence


Source: CEB

of the purchase decision is complete before a customer even calls a supplier.

57%

On Average.

Customer Engages Supplier


BUYERS

BUY DIFFERENT THINGS


Not all purchases are the same

Intellectual Property

Cos

t



Frequency

Risk


Cos

t



Frequency

Risk


Cos

t

Utilities (example)

Business Process

Infrastructure (example)

Office Equipment

(example)

Personal Productivity

Tools (example)



Frequency

Risk


Cos

t

Utilities (example)

Business Process



Tools (example)

Office Equipment

(example)

57% Problem Area

The



Frequency

Risk


Cos

t

Utilities (example)

Business Process



Tools (example)

Office Equipment

(example)

Might not be that big


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Micro Mini Mid Large Mega

Buyer:Seller Role by Impact/Size

Buyer Driven


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Buyer:Seller Role by Impact/Size

Buyer Driven

Seller Driven


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Area of Value Creation


Buyer Driven

Seller Driven


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%




Buyer Driven

Seller Driven

The seller’s job is not to Communicate Value … the internet does that Progressive sellers will

Create Value


The Customer Buying Process Source: CEB

Customer Diligence




Awareness Interest Preference Action

The Sales & Marketing Continuum ac

tivity

time

Marketing

Sales

Source: CEB




tivity

time

Marketing

Sales

Customer Diligence






tivity

time

Marketing

Sales

Customer Diligence


57% Customer Engages Supplier ?



Before or After? ac

tivity

time

Marketing

Sales

Customer Diligence



Source: CEB

BEFORE AFTER



Before or After the 57% Point? ac

tivity

time

Marketing

Sales

Customer Diligence



Source: CEB

BEFORE AFTER



AFTER the 57% Point ac

tivity

time

Marketing

Sales 57%

Source: CEB

FOCUS HERE

Customer Purchases

Customer Diligence

Begins



Qualification Matters


Flanking Strategy

Competitor

You

Customer Stated Needs


Flanking Strategy

Competitor

You

Customer

57%

Stated Needs


Flanking Strategy

Competitor

You

Customer

57%

Stated Needs

Changed Needs


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


e=mc2


e=mc2

YOU CANNOT DEPLOY A WINNING FLANKING STRATEGY USING THE SAME RULES THAT EVERYONE ELSE IS USING �


Qualification Matters: Reminder


Flanking Strategy: Flank to Unique Business Value

A B

A+1 A


Flanking Strategy: Flank to Unique Business Value


Flanking Examples


When the sales trainer leaves …

TIME

IMPR

OVE

MEN

T

87%




tivity

time

Marketing

Sales

Customer Diligence



Source: CEB

BEFORE AFTER


The other …



BEFORE the 57% Point ac

tivity

time

Marketing

Sales 57%

Source: CEB

FOCUS HERE

Customer Purchases

Customer Diligence

Begins



3 Types of Need

Active Unknown Known


When to Sell


When to Add Value




tivity

time

Marketing

Sales

Source: CEB

“Account Planning is the new marketing”


Create, develop, pursue, and win business that delivers mutual value

for you and your customer


Know your customer Impact on a Customer

fn (Business Problems, Business People)

54% 61%




tivity

time

Marketing

Sales

Source: CEB




tivity

time

Marketing

Sales

Customer Diligence



Source: CEB

BEFORE AFTER


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