Did you know that B2B buyers rate less than half of all sales reps as effective in understanding their business needs? In this webinar, Primary Intelligence and CustomerCentric Selling® discuss how well sales reps understand B2B buyer needs and share strategies so you can win more deals.

1. How Sales Teams Can
Win More Deals
© Primary Intelligence, Inc. 2015

2. Connie Schlosberg
Digital Marketing Specialist
Primary Intelligence

3. Housekeeping
• This session will be available on our website
• All phone lines are muted
• Please ask questions using the Chat function
• #BuyerNeeds

4. Carolyn Galvin
Director of Industry Insights
Primary Intelligence
John Holland
Coauthor and Cofounder
CustomerCentric Selling®
Today’s Speakers

5. Today’s Agenda
• Background
• Importance of Understanding Buyer
Needs
• Deep dives
1. Organization Size
2. Decision Date
3. Cultural Differences
• Q&A

6. Ken Allred
Primary Intelligence
CEO & Founder

7. We analyze more than 3,000 deals and customer engagements annually
We evaluate more than $20 billion worth of purchase decisions annually
We manage 568 win loss and customer experience programs
We support more than 6,000 sales, marketing, product, CI & CX leaders globally
We work with 6 of the Fortune 20
Primary Intelligence

8. • Founded in 2002
• Worldwide network of Business Partners
• CCS® and Rethinking The Sales Cycle books published by M-H
• Training Industry's list of Top Sales Training Companies every year since 2009
• Nearly 1,000 clients
• Sales ready messaging® helps sellers have better conversations with executives
about business issues
• A focus on product usage to empower buyers
• Goal: Identify and share best practices to drive higher revenue and improve sales
forecast accuracy
CustomerCentric Selling®

9. Importance of
Understanding
Buyer Needs

10. Understanding Buyer Needs is #1
5%
12%
5%
3%
9%
15%
5%
13%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40%
CONCERN RESOLUTION
PRESENTATION & DEMONSTRATION
PROFESSIONALISM
FACILITATING EASE OF PURCHASE
KNOWLEDGE OF YOUR INDUSTRY
PRODUCT KNOWLEDGE
RELATIONSHIP WITH SALES
RESPONSIVENESS
UNDERSTANDING YOUR BUSINESS NEEDS

11. Deep Dives

12. Organization Size

13. Research Findings
4%
7% 8% 8%
11% 11%
7%7%
13%
20%
15% 17%
20%
29%
89%
80%
72%
77%
72%
69%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1-50 51-500 501-1K 1K-5K 5K-10K 10K-100K 100K+
Understanding needs (0-6 Rating) Understanding needs (7-8 Rating)
Understanding needs (9-10 Rating) n = 6,314
“Excellent” ratings
decrease as
organization size
increases
“Average” ratings
increase as
organization size
increases

14. Strategies for Selling into Different
Organization Sizes
• 8.5% of sellers are “world class”
• 13% of sellers generate 87% of revenues
• “A Players” are easier for small companies to attract
• As companies grow, under more pressure to codify way they sell
• When selling to large organizations, buying committees likely bigger
• People within committees have different agendas, posing challenges to
sellers (more difficult for sellers to be relevant to different stakeholders)
• Small percentage of sellers can provide enterprise-wide views of the value
(costs vs. benefit) of their offerings

15. Decision Date

16. Research Findings
17%
20% 19% 18% 19% 19% 20% 21%
48%
40%
37% 36% 35%
38% 38% 37%
35%
40%
44%
46% 45% 44%
42% 42%
0%
10%
20%
30%
40%
50%
60%
2008 2009 2010 2011 2012 2013 2014 2015
Understanding needs (0-6 Rating) Understanding needs (7-8 Rating)
Understanding needs (9-10 Rating) n = 10,584
“Excellent” and
“average” ratings
have reversed
over time

17. Strategies for Selling to Buyers Over the
Long Term
• Most sellers execute sales cycles starting with lower levels
• Mid- to low-level buyers’ use Internet, social networking have increased that trend
o Knowledgeable buyers find sellers to be less helpful/competent
o 70% of buying activities are complete before sellers are involved
o “Parallel vs. serial” evaluations of offerings
• Ever-increasing reliance upon reactive “leads”
• Proactive contact of key player levels allows:
• Targeting the right profile companies
• Earlier qualification and disqualification
• Top down rather than bottom up selling

18. Cultural Differences

19. Research Findings
Sales teams in
North and Latin
America had the
highest
percentages of
“excellent” ratings
19%
23%
50%
22%
37%
48%
34%
36%
44%
29%
16%
42%
0%
10%
20%
30%
40%
50%
60%
North America EMEA APAC LatAm
Understanding needs (0-6 Rating) Understanding needs (7-8 Rating) Understanding needs (9-10 Rating)
n = 10,584

20. Strategies for Selling to Buyers in
Different Cultures
• “Results” are the international language of business
• Many non-US cultures are hierarchical, making access to higher-level
officials difficult
• Leverage vendor executives to get access to higher levels and do provocative
selling regarding business variables that can be improved
• Rapport-building is different
• Pace is often slower than in United States/North America
• Continue to focus on need development, a universal strategy once
business goals/problems are shared

21. Conclusions & Recommendations
• Recognize significance of “understanding
buyer needs”
• Strategize when selling to large organizations
• Target key players in all new and renewing
sales opportunities
• Fully understand the culture of firms you’re
selling to

22. Questions?

23. MORE INFORMATION
• Understanding Buyer Needs Report
http://bit.ly/1QJMUiQ
• Understanding Buyer Needs Infographic
http://bit.ly/1Wj1iT0
• Understanding Buyer Needs Video
http://bit.ly/1L6yLhJ
• Industry Insights at Primary Intelligence
http://bit.ly/1QG2uLB
• Primary Intelligence
http://www.primary-intel.com/
• CustomerCentric Selling® Blog
http://blog.customercentric.com/blog
• CustomerCentric Selling® Workshops
http://www.customercentric.com/workshops
• CustomerCentric Selling® Coaching
http://www.customercentric.com/coaching
• CustomerCentric Selling® Books
http://www.customercentric.com/thought-
leadership
• CustomerCentric Selling®
http://www.customercentric.com

24. Connect with us!
linkedin.com/company
/primary-intelligence
@PrimaryIntel primary-intel.com/blog
linkedin.com/company
/customercentric-
selling
@Official_CCS blog.customercentric.com/blog

25. Thank you!