1 / 26

Selling Breakthroughs Removing the Showstopper Problems

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:

evita
Download Presentation

Selling Breakthroughs Removing the Showstopper Problems

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Selling BreakthroughsRemoving the Showstopper Problems

  2. Selling Breakthroughs “You can work harder and harder to push water uphill … or, you can remove the hill”

  3. 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

  4. Visibility/ RecognitionIt’s not enough to be great, you need to be known to be great

  5. You Get Known For Something Jeffery Dahmer John Roberts

  6. 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

  7. 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

  8. 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

  9. 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

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

  11. Different Perspectives on Leads The Sales View TheMarketing View

  12. First, You Must Get a Seat to Sit In

  13. Fewer and Fewer “Real Buyers”

  14. 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

  15. 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

  16. 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

  17. Pipeline Building Programs • Relationship mapping • The Roadshow • The box programs • Other programs

  18. Creating UrgencyBecause “Eventually” Is a Very Bad Word

  19. Creating Urgency The three key rules for creating urgency: • Position to urgent needs • Create/leverage decision-level relationships • Obliterate showstopper objections

  20. Primary Action Driver Categories • Urgent Drives action:Buy • Important Drives activities:Active evaluation • Useful Drives interest:“Drive by” activities

  21. Aligning Your Energy and ResourcesOvercoming all the wrong instincts

  22. The Most Insidious Enemy

  23. Lessons From My Cat

  24. And Now, My Dog

  25. 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

  26. Selling BreakthroughsRemoving the Showstopper Problems

More Related