An introduction to programme selling

1. An Introduction to
Programme Selling

2. Why use “Programme Sales”?
1. Share a singular vision for your markets and product across the company
2. Create and share customer value propositions
3. Achieve shared product ownership across the organisation
4. Use the Product Roadmap to reassure and excite your customers
5. Match business resource plans to your product life cycles
6. Refocus sales collateral and enable a broader team of customer-facing staff to
sell consultatively
7. Improve the quality of interactions with prospects and customers
8. Enter the buying process earlier – Be the thought leader and needs influencer

3. What is involved?
Create a Value
Create a Programme Go-to-Market
Proposition
1. Who are the 1. Market-oriented 1. Enable customer
Buyers? Business Case for facing team
Programme
2. What are the 2. Get found by more
Buyers Needs? 2. Agree a cross prospects
company
3. Create Value Programme Plan 3. Get invited to more
Propositions Parties
3. Execute
Programme Plan 4. Monitor, Measure &
Correct

4. Four Principles of Programme Sales
1. Create Value Propositions that solve market needs
2. Align the whole company to deliver the “Programme”
3. Ensure early buy-in to the “Programme” from all Customer
facing members of your team
4. Continuously monitor measure and adjust the “programme”
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5. Where we start
3. Competitive Positioning
1. Market 2. Buyer Persona 3. Competitive
i. Who are the competitors?
Assessment Analysis ii. Positioning
Where do they win
business?
iii. How do they sell?
iv. Why are they successful?
v. How can we provide better
value to the customer?
VALUE PROPOSITION
• Create a business case that is aligned to a customer need
• Align product offering, sales, and marketing to customer need
• Build compelling stories and collateral
BASIS FOR STRATEGY ACROSS THE FULL LIFECYCLE
Programme Demand Sales
Sales Collateral
Business Plan Generation Propositions

6. Example of a Programme Sales Process
4 step gates Programme Sales Lifecycle
Programme Management Board
Evaluation Enablement Realisation
1 2 3 4
L
A
U
Profiles
GTM Readiness N Prime Sales Pipeline
C
H
Technology
Professional Services
Organisational C
Customer Services
O
Readiness - M
General End
Market PMB Kick GR
M Support
Define Organisational I
Release Programme of
Approval Off T
Sales
Readiness - Beta Marketing
Execution
Outline
Validate Life
PMB PMB Regional Campaign
Inception
Market Campaign
Vision Approval Approval C C
H H
Build E Alpha E Beta
C C
K K
Measure & Correct Measure & Correct
Measure & Correct
Measure & Correct

7. What’s next?
We can help if you want to:
1. Start programme selling
2. Build compelling value propositions
3. Understand and profile your buyer personas
4. Evaluate a business case for a new product opportunity
5. Get assistance in go-to-market execution
6. Generate demand for your products
Find out more www.bayberryconsult.com
+ 353 1 2872103
Get in touch with us info@bayberryconsult.com

8. Want to know more? Let’s talk…
bayberryconsult.com
About Bayberry Bayberry Consulting
Bayberry is a business strategy and Alexandra House, The Sweepstakes
consulting firm. We specialise in Ballsbridge
banking and payments, hi-tech and Dublin 4
B2B marketing, and company growth. Ireland
What makes us different is our focus Tel: + 353 1 2827103
on turning the ideas we create into www.bayberryconsult.com
results for your company. info@bayberryconsult.com
twitter: @bayberryconsult