selling breakthroughs removing the showstopper problems
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Selling Breakthroughs Removing the Showstopper Problems. Selling Breakthroughs. “You can work harder and harder to push water uphill … o r, you can remove the hill”. The “Hill” – the Showstoppers. Lots of problems, but these are the three most common ‘must fix” showstopper problems:

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Presentation Transcript
selling breakthroughs
Selling Breakthroughs

“You can work harder and harder to push water uphill …

or, you can remove the hill”

the hill the showstoppers
The “Hill” – the Showstoppers

Lots of problems, but these are the three most common ‘must fix” showstopper problems:

  • Visibility/ Recognition
  • Getting in/ getting engaged at the right levels
  • Creating urgency

And even the “perfect fix” to the above will not matter unless:

  • You drive effective execution by aligning the energy and resources and overcome all the wrong instincts of your own people
you get known for something
You Get Known For Something

Jeffery Dahmer John Roberts

the key visibility rules
The Key “Visibility” Rules

A boatload of money, or

  • You get known for something
  • You lead with a theme, not a list
  • Crisp, clear, compelling messaging essential
  • Compelling = different, not just better
  • What aisle/ what shelf – simplicity on the solution
  • Sizzle on the breakthrough
  • Things that are important have names (problems/ sizzle support)
  • Problem-based differentiation can be easier/ more compelling than solution-based differentiation
it starts with a compelling vision
It Starts With a Compelling Vision

Vision drives focus for market leaders

Leaders consistently project a clear, crisp, compelling vision within their companies and throughout their marketplace

market position roadmap
Market Position Roadmap

If All Else Fails, Stake Out the Corners

SAP – The Most

Customers, features, languages, processes, partners, …

Oracle – Technology

Technology leader, best technology, …

PeopleSoft – People

Nice people to do business with,

Leverage human capital, …

JD Edwards – ?

Technology leader?

Nice people to do business with?

Mid-market?

Baan

the three primary aha types
The Three Primary “Aha!” Types

Narrative

  • Prose text, analytical/logical presentation

Metaphorical

  • Word pictures, stories, analogies

Visual

  • Graphics, charts, diagrams, pictures

Because “speed to aha” is critical

slide10

Getting In/Getting EngagedBecause you’ll never sell anything if you’re not engaged with the real buyers

different perspectives on leads
Different Perspectives on Leads

The Sales View TheMarketing View

messages transform the telling of the tale evolves across the buying process
Messages TransformThe Telling of the Tale Evolves Across the Buying Process

≠ Comfort Zone

H2H

Fails

Customer-

centric

Speed

to “aha”

Strategic

Values

Hot,

Exciting

Aura

Buzz

Crisp

Messages

Different

Themes

H2H

OK

Product

centric

Safe

Quantity/

Depth

Tactical

Needs

Rich

Messages

Better

Relationships

Lists

= Comfort Zone

Top of

Funnel

Traction

Bottom of

Funnel

engaging with buyers
Engaging with Buyers

Words: Risk, Cost, …Focus: problems, strategies

Challenges: journeys

Urgent needs: wins on my watch, in charge not in control, strategic problem yet no strategic solution, …

Words: Risk, Cost, …

Focus: products, processes

Challenges: destinations

Urgent needs: I’m valuable/important/strategic, …

Budget Makers

Budget Takers

creating demand
Creating Demand
  • You can’t create need
  • But you can transform latent needs into active demand
  • In today’s markets, “demand creation” becomes paramount
  • “Leadgen” is not demand generation, therefore leadgen has become less and less effective
pipeline building programs
Pipeline Building Programs
  • Relationship mapping
  • The Roadshow
  • The box programs
  • Other programs
creating urgency
Creating Urgency

The three key rules for creating urgency:

  • Position to urgent needs
  • Create/leverage decision-level relationships
  • Obliterate showstopper objections
primary action driver categories
Primary Action Driver Categories
  • Urgent

Drives action:Buy

  • Important

Drives activities:Active evaluation

  • Useful

Drives interest:“Drive by” activities

driving alignment right actions
Driving Alignment/ Right Actions
  • Simple messaging, memorable stories
  • Your #1 target audience is your own company
  • Campaign, not an event
  • Understanding the strategies/ process
  • FAQs/ TAQs
  • Practice, practice, practice
  • Be ever alert for right intentions/ wrong instincts
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