Presentation slides from the June 6, 2013 "Selling to the Enterprise" workshop presented by Scott Sambucci at PARISOMA in San Francisco, CA.
The workshop focused on developing Value Statements, Identifying Buyer Types, and moving sales opportunities through the Stages of the Sale.
Questions? Call or email Scott directly at (415) 596 0804 | scott@salesqualia.com
8. +
Value Statement ≠ Value Proposition
Value Proposition Enterprise
Value Statement Buyer
9. + “What job are your customers hiring you to
do?”
-Clayton Christensen
Write down your Value Statement.
[EXERCISE]
[2 mins]
10. +
Why do people buy?
1. Increase revenue
2. Reduce costs
3. Increase efficiency
4. Reduce Risk
11. + “What job are your customers hiring you to
do?”
-Clayton Christensen
Re-write your Value Statement, framing
your product in terms of the customer’s
problem, not your solution.
Hint: Remember the four (4) reasons people buy.
[EXERCISE]
[5 mins]
15. 1
4
5
3
2
1 – Program Manager
2 – Marketing Communication
3 – CEO
4 – Contracting
5 – Information Technology
16. Hey Scott,
Received this email from Damien at The Presidio last night. This basically confirms
what you were talking about yesterday; let me know what kind of a response you
believe I should get back to him with.
Thanks,
-----
---------- Forwarded message ----------
From: ______
Date: Thu, Feb 28, 2013 at 6:07 PM
Subject: RE: _____follow up
To: ________
Hi ----,
Thanks for stopping by. As mentioned we don’t have a budget to work with at the
moment. That might change by summertime. Please give me a buzz then!
Thanks~
-----
19. +
EXTRA EXERCISE
Use a current sales situation & your points of
contact
Draw a 3-column grid, then list your Buyer Types.
Buyer Type (Persona) | Name of Person |
Motivation
Write down each buyer’s motivation to purchase
your product.
How does your Value Statement change for each
person?
27. +
Stages of the [Enterprise] Sale
1. Needs Analysis
Your Value Statement
& Initial questions
3. Resolution of Concerns
”Technical” Demo &
Objections Questions
2. Evaluation of
Options
“Business” Demo
4. Implementation
Decision, Contract &
Forever After
[EXERCISE}
Source: “Major Account Sales Strategy” by Neil Rackham
28. +
Stage 1: Needs Analysis
Similar to “Customer Discovery”
Confirm | Ask | Explore
Do NOT lead the witness.
Prospect must state the problem
“SPIN” Question Framework
29. +
Look for Signals
Actively seeking a solution? You vs Competition
How long has this been a problem?
Who might be a detractor?
“With our system you can get rid of that home-
grown piece of junk that you have.”
39. +
EXERCISE
Draw a 4-column grid.
Think about 2-3 sales opportunities you are working right now.
Label four (4) stages to the sale.
Client| Sales Stage| How do you know? | Next steps
1. Determine the stage for your opportunity
2. How do you know? (Hint: Remember the Buyer Personas
Exercise)
3. What are your next steps?
[10 minutes]
40. +
What we’ve covered today
1. Value Statements
2. Buyer Types
3. Stages of the Sale
41. +
A Few Resources
Startup Selling (book): http://www.amazon.com/Startup-Selling-
sell-really-have/dp/1468159240/
Personas for Customer Development:
http://grasshopperherder.com/personas-for-customer-
development/
Buyer Types & Personas:
http://topliners.eloqua.com/servlet/JiveServlet/previewBody/166
3-102-2-2110/Persona%20Development.pdf
Product Demos: http://www.amazon.com/Great-Demo-
Stunning-Software-Demonstrations/dp/059534559X