engineering your sales process

© 2012 SKMurphy, Inc. (skmurphy.com) & SalesQualia (salesqualia.com)

Engineering Your Sales Process

LSC Workshop

December 4, 2012

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About SKMurphy, Inc.

We Offer Strategy and Customer Development Consulting & Products

Our Focus is on Software Entrepreneurs We Help Them Find

Early Customers / Early References Early Revenue

2


About SalesQualia

Improve Sales Performance. Sell More Stuff.TM

Coaching, Videos, Advisory, Software, Training Twitter: @salesqualia | @scottsambucci Web: www.salesqualia.com Quora: SalesQualia Amazon “Startup Selling: How To

Sell If You Really, Really Have To And Don’t Know How”

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Who’s In The Audience?

Actively Selling a Product In Development, Preparing to Sell Considering Starting a Company

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Around the Room

Name / Company What Is The Most Important Thing You

Would Like to Take Away From Today?


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Our Goals for Today’s Workshop

Understand Your Customer’s Buying Process Understand Your Sales Process Tools to Help Move Your Sales Process Forward

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Engineering Your Sales Process Overview

Customer Buying Process Structure of Sales Process Top 5 Sales Challenges

1. Cannot Get A Second Call

2. “Go Dark” After Several Conversations

3. Never Ending Beta

4. Deals Stalled

5. Prospect Stays With Status Quo

Sales Mapping7


Customer Buying ProcessMany Hats / Many Players

Buyer: Owns Budget and Decision Users: Directly Impacted (Dis-)Approvers

Influence Decision Path Concerned with Policy or Process Legal, HR, IT, Purchasing, etc..

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Customer Buying ProcessFour Key Criteria

1. What Critical Business Issue Do You Address?

2. Executive: Save Money / Financial Impact

3. Manager: Save Headcount

4. Individual: People Time / Cycle Time Impact

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Customer Buying ProcessUnderstanding Their Situation

Who Is The Buyer? May Not Be The User Title, Industry, Company Characteristics

What Are They Responsible For? How Are They Measured? What Is The Critical Business Issue: Pain,

Problem, Or Need The Buyer Has?


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Take 5 Minutes





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Share Your Answers





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4. Deals Stalled


Sales Mapping13

Structure of Sales ProcessSales Funnel


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Initial Conversation

Needs Analysis

Evaluation of Options

Resolving Concerns

Implementation


Structure of Sales ProcessNew Lead / Initial Conversation

Conversation Type Cold Call Referral Response To Conference/Meetup

Conversation Is Bidirectional Outcome: If Interest, Agree To Next Action

Schedule It Map Out Who Else To Meet

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Structure of Sales ProcessNeeds Analysis

Don’t Pre-Answer Basic Questions Diagnose the Problem Together

Visionary vs. Pragmatic / Mainstream

Impact of Solution Make Yourself a Resource

Add Value Immediately Provides More Opportunity for Follow-up

Objective: ID Critical Business Issue


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Structure of Sales ProcessEvaluation of Options

Options Other Vendor(s) In-House Status Quo

Timeline Decision

Business Technical

Implementation Plan Reference / Scale Up


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Objective: Customer Criteria Identified How Does The Process End

Structure of Sales ProcessResolving Concerns

Final ROI Model Executive: $ (Profit / Revenue) Manager: People Or Headcount Individual: Time

Hard Questions About Time & Risk Good Sign Customer Process: Understand, Believe & Act Objective: Plan To Make It Work


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Structure of Sales ProcessImplementation

Three Phases Prototype Use Pilot Group Proliferation / Scaling Out

Each Should Generate Reference / Testimonial Case Studies / Use Cases Lessons Learned

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Structure of Sales ProcessImplementation

Its More Than a Purchase Order Software License Agreement Maintenance Agreement Service Level Agreement Purchasing (Commercial) Terms & Conditions Non-Disclosure of Confidential Information and

Intellectual Property

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4. Deals Stalled


Sales Mapping21

Questions for Audience:Let’s Look At A Sales Challenge

Situation Prospect Company Type / Industry Title Of Buyer How Do You Know The Buyer? Where Do You Think You Are In Sales Process

What Is Preventing It From Moving Forward?


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Top 5 Sales Challenges




4. Deals Stalled


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10 Minute Break

Review Questions For Debugging Your Sales Challenges


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Top 5 Sales Challenges




4. Deals Stalled


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Who Has The Challenge “Cannot Get a Second Call”?

Tell Us About The Situation Who Is The Buyer? How Are They Measured? What Is Their Problem? What Is Your Value?


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Debugging“Cannot Get a Second Call”

First Conversation You Need To Gather Enough Info In First Call To Recover And Lay

Groundwork For Next Call What Were Dual Assignments? What Will Have Changed That Will Advance

The Conversation?

Revisit Critical Business Issue Understand Value to Prospect


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Who Has The Challenge Go Dark After Several Conversations?



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DebuggingGo Dark After Several Conversations

Needs Analysis – Elicit Symptoms 3-minute Test Jump To Demo - IQ Test “How Would You

Use This In Your Business”? Key Goals / Objectives Deliberate Practice: De-brief Each Call

3 Reasons Why Sale Will Or Won’t Continue


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Who Has The Challenge “Never Ending Beta”?



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Debugging“Never Ending Beta”

No Critical Date No Critical Business Issue No Formal Evaluation Place, No Explicit

Process Wrong Person, Possibly Wrong

Department Or Too Low


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Who Has The Challenge “Deal Stalled”?



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Debugging“Deal Stalled”

May Have Internal Members Who Say No May Have A Critical Dependency:

Another Vendor Upgrade To Current Infrastructure Look For This In Other Pending Deals

How Much Time To Reach Impact? Not A Critical Business Issue


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Who Has The Challenge “Prospect Stays With Status Quo”?



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Debugging“Prospect Stays With Status Quo”

Is It Still A Critical Business Issue? What Is Cost of Living With Problem? Was It Ever a Critical Business Issue?

Your Implementation May Be More Painful Than Living With Status Quo


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4. Deals Stalled


Sales Mapping36

Create Your Sales Map

State Your Objective Consider All Possibilities And Outcomes Identify Tasks That Lead To Your Objective Visualize The Process Document What Happened Iterate Your Map


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Sales Map – New Call


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Sales Map – Website Lead

What is Goal For This Call? Assume Prospect Answers:

What Is The First Question You Will Ask? List 2-3 Common Answers What Will You Say Next?

Take 10 Minutes


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Sales Map – Website LeadVolunteer From Audience

What is Goal For This Call? What Is The First Question You Will Ask? What Are 2-3 Common Answers What Will You Say Next?


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Engineering Your Sales Process Wrap

Customer Buying Process Structure of Sales Process Top 5 Sales Challenges Sales Mapping

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Please Let Us Know How The Workshop Was For you

Feedback Card

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About SKMurphy, Inc.

We Offer Strategy and Customer Development Consulting & Products

Our Focus is on Software Entrepreneurs We Help Them Find

Early Customers / Early References Early Revenue

54


About SalesQualia

Improve Sales Performance. Sell More Stuff.TM

Coaching, Videos, Advisory, Software, Training Twitter: @salesqualia | @scottsambucci Web: www.salesqualia.com Quora: SalesQualia Amazon “Startup Selling: How To

Sell If You Really, Really Have To And Don’t Know How”

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Last Slide in Handout


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engineering your sales process

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