sales transformation: 5 steps to capture more cloud customers
TRANSCRIPT
Industry Cloud Adoption
Customer Cloud Adoption
4
Digital Transformation - Obstacles and Challenges*
*Source: Saugatuck Technology, “Digital Business” Survey(Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)
Your job is this
“Change is difficult.Not changing is fatal”
New Sales Toolkit
“Fire your sales force”
The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.
Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:
Capture their imaginations
“Reasons lead to conclusions.Emotions lead to actions.”
- Saatchi & Saatchi
13
DecisionDrivers
Horizon 10 - 6 months
Horizon 26 - 12 months
Horizon 312 - 36 months
Selling at 3 Time Horizons
Closing Current Opportunities:• Winning Deals• Pitching to Win• Closing Building Tomorrow’s
Business:• Industry trends• Industry competitive
challenges• Collaborative strategy
Building the Pipeline:• Solutions to Customer
business challenges• Value Propositions• Account Sales Plan
Get it right
Get it wrong
The status quo is not a growth strategy
Disruptive Opportunity Matrix
Extend WhiteSpace
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
Strategic choices
DelusionalThinking
#1: Irrational complacency
#2: Catch the train
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Think outside the box
Think outside the box
www.flickr.com/photos/12023825@N04/2898021822
Growth strategy
- Peter Drucker
“The greatest danger intimes of turbulence is notthe turbulence - it is to actwith yesterday’s logic”.
The Challenge of Change
Prisoners of the past
Overcoming change
Destination Thinking
Compete for the future, not just
the present
“Today’s customers are online explorers, seeking out online ratings,
peer reviews, videos and in-depth product details as they move through
the buying decision process.”
Move to tomorrow’s battleground
Ride the next wave
You can’t teach an old dog new tricks
Old dog, new tricks
VP of GrowthVP of Sales
Rethink the sales funnel
Radically rethink the sales funnel
39
Focus on Selling Above the Funnel
• Prospection• Qualifying• Needs• Proposal• Negotiation• Close
DemandCreation
DemandCapture
• Market identification• Requirements analysis• Demand creating• Lead Generation and
Management• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1
Demand Generation Campaigns
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
“Customers are
completing 57% of a
buying cycle before ever
coming into contact with
a sales rep.”
- A CEB study of more than 1,400 customers
57%
Interruption Marketing: Targeting Audiences with messages through channels to drive transactions
The OLD World
Engagement Marketing: Engaging communitieswith shared purposethrough experiences to sustain relationships
The NEW World
Sales Transformation
Old Sales Model New Sales Model
Systems of Engagement
source: www.corporatevisions.com
Marketing Today = Sales Tomorrow
source: www.corporatevisions.com
1 32
Marketing Today = Sales Tomorrow
• Challenge them• Destabilise them• Challenge the status quo• Get them out of comfort zone• Take them to the negative
future• Sell your insights
• Provide evidence• Cost justify• Lead them through the
process• Take them to the beach• Sell your insights• Sell your experience
• Take them to the negative future
• Create a sense of urgency• Monetise the cost of delay• Take them to the beach• Guide them to take action• Take the order
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Product
Place
Price
Promotion
4P's
Solution
Access
Value
Education
SAVE
Educate
Inspire
Create a sense of urgency
Game Changer
Purchase
before Adoption
Adoption
before Purchase
Access Assets
Sales Transformation = Selling Business Outcomes
OLD NEWThe IT Buyer The Business BuyerSelling into CapEx Budgets Selling into OpEx BudgetsTechnical Expertise Business ExpertiseGeographic Sales Territories Vertical Industry TerritoriesSelling Features Selling ResultsFixed-Price Contracts Outcome-Based ContractsDemonstrating Features Business Process DiscussionsYour Complexity and Underlying Architecture
Your Consumption Model and Service Capability
Maintenance Contracts "Apps Mindset"Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech by J. B. Wood, Todd Hewlin and Thomas Lah, 2011
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse
Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458
“If I had asked people whatthey wanted, they wouldhave said faster horses.”
- Henry Ford
1863 - 1947
3 levels of clarity
Basic Product/Service:• Technology• Price performance• Product quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
12 Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
Your Cloud Services
Price vs Value
Products ServicesExperienceCustomer
Competitive separation
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
The problem is that customers don’t buy
the way we sell
The Buying Decision Process
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle
The Adoption Cycle
Cloud Adoption starts here
Evolution
Devolution
Customer Adoption
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Anticipate change
Business Agility
Adapting to change
Predictive Mindset
Adaptive Mindset
1. Create Systems of Engagement
2. Selling Business Outcomes
3. Differentiate or Die
4. Help customers to join the dots
5. Building a culture of growth
Quick Review:
4Ps -> S A V E, Assets vs Access
Differentiation: 3 Levels of Perceived Value
Align all Sales & Marketing actions
Demand Generation Campaigns
Competing to remain relevant to tomorrow’s customers
Predictive -> Adaptive mindset
Get it right
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.com