The document discusses how to focus on selling the "why" rather than the "how" when it comes to sales. It emphasizes understanding the customer's motivations and problems in order to position your solution as solving those problems and meeting their goals. It also stresses the importance of demonstrating value and business impact rather than just features. Finally, it provides tips on integrating your product into the customer's workflow and using content marketing, speaking engagements, and a consistent message to influence potential customers throughout the sales cycle.

1. sell WHY, not HOW
@jeroentjepkema
SalesHackers Amsterdam,
27 November 2014

2. ...building an inbound sales pipeline

5. Why current sales cycles suck?(For me)

6. Professional services require face2face interaction

7. Your customer:
I think I (am going to) have a problem?

8. Google has all the answers...

9. Compare features
Feature driven: Try before we buy?

10. Guaranteed happiness?

13. Put some why into the (sales) mix

14. Perception of
problem/solution
Sales
Cycle Delivery

15. Perception of
problem/solution
Sales
Cycle Delivery
Embedding
Training
Not what I expected
Data puking

16. Why should I Perception of
Sales
care?
problem/solution
Cycle Delivery
Embedding
Training
Not what I expected
Data puking

17. Why should I Perception of
Sales
care?
problem/solution
Cycle Delivery
Intrinsically motivated
Universal
Business impact
“Aha” moments
Embedding
Training
Not what I expected
Data puking

18. Why?

19. Why?
Influence sales before the cycle starts,
Solutions oriented,
Never about features

20. What itch to scratch?
What “itch” to scratch?

21. What are their
ambitions?

22. What are their
ambitions?
What they work
with all day?

23. What do people
read?
What are their
ambitions?
What they work
with all day?

24. Why?
Perceived
Solution?
Their (day-to-day)
problem Broken
promises
What do people
read?
What are their
ambitions?
What they work
with all day?

25. Headache vs. Time vs. Your Product

26. Performance = Waiting

33. Mobile moments?

36. “Both offline and online consumers
associate long wait times with
poor customer service”

37. Click away slide Impact of performance?

38. 100
90
80
70
60
50
40
30
20
10
0
Bouncerate per pagetype/session
0 1 2 3 4 5 6 7 8 9 10
Bouncerate (%)
Page load time (sec.)
Median Campaign Product search
Real User Monitoring data collected by MeasureWorks for several eCommerce webshops, anonymized and grouped per pagetype

39. 100
90
80
70
60
50
40
30
20
10
0
Bouncerate per pagetype/session
0 1 2 3 4 5 6 7 8 9 10
Bouncerate (%)
Page load time (sec.)
Median Campaign Product search
Real User Monitoring data collected by MeasureWorks for several eCommerce webshops, anonymized and grouped per pagetype

40. Purpose vs. Context

41. Online users often lack context for delays...

42. ...and see no other option than to click away

43. Lessons learned

44. The sale never ends!

45. Finders
(business development)
Minders
(delivery management)
Grinders
(project realization)
Building your company to deliver...
http://davidmaister.com/books/mtpsf/

46. Code Optimization
...Create your upsell model
Continuous
monitoring Performance testing
How fast should you be? Performance Analytics
2
1
Strategic consultancy
3
4
5
6

47. ...Integrate your products into delivery cycle
Development
Functional
Testing
Pre-Production
testing
Run
production
Application
Life
Cycle

48. How to sell this?

49. Retention?

50. 90
75
60
45
30
15
0
SaaS Engagement cycle
1 2 3 4 5 6 7 8 9 10 11 12
Months of contract
Engagement (%)

51. 90
75
60
45
30
15
0
SaaS Engagement cycle
1 2 3 4 5 6 7 8 9 10 11 12
Months of contract
Engagement (%)
New toy

52. 90
75
60
45
30
15
0
SaaS Engagement cycle
1 2 3 4 5 6 7 8 9 10 11 12
Months of contract
Engagement (%)
New toy Vacuum

53. 90
75
60
45
30
15
0
SaaS Engagement cycle
1 2 3 4 5 6 7 8 9 10 11 12
Months of contract
Engagement (%)
New toy Vacuum Renewal

54. (Managed) Service model!!

55. Pricing
the MONEY issue...

56. Type of business
Volume Custom
Creditcard Department budget Procurement cycle
Free? Never Here’s my
bank account
$100/month $10.000/year $100.000/year
Try it from expense
account
Avoid the boss’ boss
check
Don’t get into RFP,
add services?
Today 24 months Lead time before closing

57. Trial: Never
Proof of Concept: With requirements or paid
Contract: 3+9 full delivery

58. Get people to find us...

59. https://www.youtube.com/watch?v=CKsSvR5u-qk

60. Common language

61. Metric: Availability
99% vs. 99min
with understandable targets

62. Listen before speaking

63. Complaints Top 5 topics
21%
6%
41%
32%
Delivery Ordering UX Other
Downtime
Mobile
Speed
Login
Forms 5%
6%
21%
19%
36%
Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014

64. Downtime
Mobile
Top 5 topics
Speed
Login
Forms 5%
6%
21%
19%
36%
Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014

65. Downtime
Mobile
Top 5 topics
Speed
Login
Forms 5%
6%
21%
19%
36%
18%
16%
28%
26%
12%
Mobile
Inchecken
Readiness
Contact
Vodafone
Abonnement
Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014

66. Downtime
Mobile
Top 5 topics
Speed
Login
Forms 5%
6%
21%
19%
36%
18%
16%
28%
26%
12%
Mobile
Inchecken
Readiness
Contact
Vodafone
Abonnement
33%
44%
23%
Forms
Fail
Readiness
Opnieuw
Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014

67. Chief, Indians & Medicine man

69. Indian
Chief
Influencer
Influencer

70. Chief
Indian
Influencer
Speaking at events
Meetups
Content Marketing

71. Trouble is stickyness?
Gum/Shoe
How to make it stick?

72. Social rule of 4

73. Social rule of 4
4 topics
4 times a day
4 weeks later
Repeat 4 times

74. Fixed variation

76. Public
Speaking

77. Public
Speaking
Content
Marketing

78. Public
Speaking
(speak at)
Meetups
Content
Marketing

79. Public
Speaking
(speak at)
Meetups
Content
Marketing
Public
Speaking

80. Theme based, data driven, repeat the why...

81. Questions so far?

82. Focus on real user problems: Why?

83. Find out how to connect why with your product?

84. Spread and sell knowledge

85. Integrate your product into the process

86. Do it well, your product will sell itself...

87. Slides: bit.ly/MW-SHA
Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl