matt dixon - the challenger sale: driving sales growth by taking control of the customer...
TRANSCRIPT
Ryan Bott @gosalesforce [email protected]
Ryan Bott @gosalesforce [email protected] Bott @gosalesforce [email protected]
WIN MOREApplying the Challenger Sales Steps to Your Inside Sales Presentation
Ryan Bott @gosalesforce [email protected]
Who is Ryan?• He scaled enterprise sales teams from 6 to 350 in 24 months• Built a $40M run rate business selling to CIOs over the phone.
ASPs of $250k. 30 Inside Account Excecs/Lead Gen globally.• Currently running 15% month over month during last year at
Gild. 15 Inside Account Execs. Low Churn, high MRR. • Has only missed one quarter in 5 years (98%) with high growth
tech companies.
Ryan Bott @gosalesforce [email protected]
is it YOU?
Appointment set
5 min pre-scramble
Weak Introductions
You ask, “What keeps you up at night?”
Status QuoDemo
30 second post-scramble to close
Ryan Bott @gosalesforce [email protected]
iS it YOU?Appointment set
5 min pre-scramble
Insincere Introductions
“What keeps you up at night?”
Demo
30 second post-scramble to close
we say:“They weren’t really looking to buy”“They wanted x integration”“Our competitor was 20% less”
Ryan Bott @gosalesforce [email protected]
iS it YOU?Appointment set
5 min pre-scramble
Insincere Introductions
“What keeps you up at night?”
Demo
30 second post-scramble to close
they hear:
“LAME”“WEAK”
Ryan Bott @gosalesforce [email protected]
Nobody expects a perfect product. What they do expect is a perfect sales interaction, and it’s up to you to step up and deliver.
Ryan Bott @gosalesforce [email protected]
PERSPECTIVEWhat do they know about you?*
-10% will visit your site before the demo-50% will visit during the demo-30% will visit after the demo
93% of your listeners have studied the space and know what they want BUT have no idea why you’re better.
*independent analysis of 500 companies, 2013
Ryan Bott @gosalesforce [email protected]
it IS YOU?
Appointment set
5 min pre-scramble
Weak Introductions
You ask, “What keeps you up at night?”
Status QuoDemo
30 second post-scramble to close
Ryan Bott @gosalesforce [email protected]
5 min pre-call
Make Powerful Introductions
Teach 3 things. LISTEN. Reframe
Tell the Story and let slides follow
Frame the pricing discussion
Assign the Close
Applying the CHALLENGER SALE to the INSIDE
Ryan Bott @gosalesforce [email protected]
Step 1: Pre Call
“Before our call tomorrow I wanted to make sure we make the most use of your time… who will be on the call? …off the record, who will be calling the shots?...we won’t just jump in to a demo until we talk about x, can you let (in charge) know and ping me if that is a problem?”
Backout: “I apologize. It sounds like I have miscommunicated and we should schedule this for another time.”
Memorize EVERY name and voice instantly
Take a note of something unique from each person.
Come prepared with the pre-call data and something unique from your homework.
Step 2: Powerful Intro
Ryan Bott @gosalesforce [email protected]
Step 3: Teach & LISTEN
“There are three things that are changing (your customer’s) behavior”(Draw those on your slideware)
“How are those impacting your business?”
(write down what you hear them say)
“…successful companies have made this one change and seen x results.”
“(name), I can’t solve these (cross out items), but I can solve these (circle their items). Is that enough?”
Step 4: Reframe
Ryan Bott @gosalesforce [email protected]
Step 5: Tell a Story without slides
Start with how you are solving the problems you and they stated in the reframe.
“It turns out that (problem) efficiently analyzing data is not that easy…”
Show the result (the Who Slide) of how you came about at the end of the problem.
Ryan Bott @gosalesforce [email protected]
Ryan Bott @gosalesforce [email protected]
Step 7: Assign the Close
“Jason, can we have your business?”
“We have made some great commitments that you’ll be moving forward with us. John, who in this rom will be getting approval on the contract?”
“…This sounds like a pricing discussion, do you want to have that now?”
“The next part of this conversation is a pricing discussion, is everyone in the room that needs to be part of that? Who else needs to be part of this and when do you want to have it?”
Step 6: Frame the Pricing Discussion
Ryan Bott @gosalesforce [email protected]
Ryan Bott @gosalesforce [email protected]
5 min pre-call
Make Powerful Introductions
Teach 3 things. LISTEN. Reframe
Tell the Story and let slides follow
Frame the pricing discussion
Assign the Close
In SUMMARY