© 2007 CSO Insights Proprietary and Confidential Barry Trailer CSO Insights...
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Transcript of © 2007 CSO Insights Proprietary and Confidential Barry Trailer CSO Insights...
© 2007 CSO InsightsProprietary and Confidential
Barry TrailerCSO Insights
Sales Professional:Oxymoron?
WABCVancouver, BCMay 20, 2007
© 2007 CSO InsightsProprietary and Confidential
Agenda
What “Professional” Means in Your Terms How You Define “Selling” Why Prospect What to Prospect When to Prospect How to Prospect
© 2007 CSO InsightsProprietary and Confidential
CSO Insights Conduct surveys and publish findings Produce white papers on timely subjects Develop and publish case studies Create custom data slices for peer group
comparison When requested provide solution provider intros Presentations at conferences and sales meetings
© 2007 CSO InsightsProprietary and Confidential
ox·y·mo·ron (noun)a phrase in which two words of contradictory meaning are used together for special effect,
examples:“wise fool” or “legal murder”
© 2007 CSO InsightsProprietary and Confidential
pro·fes·sion·al (adjective)engaged in an occupation as a paid job rather than as a hobby
very competent:showing a high degree of skill or competence
© 2007 CSO InsightsProprietary and Confidential
sell (verb)Make people want to buy something:
to increase the sale of or the demand for a particular product
© 2007 CSO InsightsProprietary and Confidential
Levels of Relationship
vendor
preferred supplier
consultant
contributor
partner
© 2007 CSO InsightsProprietary and Confidential
trust = credibility
access # of contacts knowledge of
cust’s business
repeat business
referrals references total time vendor
preferred supplier
consultant
contributor
partner
Levels of Relationship
© 2007 CSO InsightsProprietary and Confidential
trust = credibility
access # of contacts knowledge of
cust’s business
repeat business
referrals references total time vendor
preferred supplier
consultant
contributor
partner
# of competitors
tclose
price sensitivity
barriers significance of
any feature or function
Levels of Relationship
© 2007 CSO InsightsProprietary and Confidential
Levels of Value-Add
vendor
partner
consultant
preferred supplier
have a good product/service
understand organizational issues
understand customer's industry
understand customer's business
understand applications/functionality
contributor
© 2007 CSO InsightsProprietary and Confidential
INPUTINPUT
The Sales / Buying Cycle
$$$Revenue
= P
PROCESS OUTPUT
A
© 2007 CSO InsightsProprietary and Confidential
1. Prospect Quality -- Cultivating and working on the right Sales Opportunities.
2. Process Quality -- Doing the right Selling & Marketing Actions, with right people, at the right times.
3. Execution Quality -- Doing right Actions well.
4. Reference Quality -- Doing the right Customer Support/Service follow-through well on-going.
5. Metrics Feedback Quality -- Sustaining performance and improvement in 1-4 above.
Defining Quality in Sales
© 2007 CSO InsightsProprietary and Confidential
Prospect Quality
MARKETING
Prospects
SELLING
Potential $$$RevenueReferenceable
Customers
CUSTOMERSUPPORT
© 2007 CSO InsightsProprietary and Confidential
QUALITY PROSPECT CRITERIA = URGENCY
QPC DefinitionRating +10 . . . . . . . . .. . . . . . . .Legislation mandates this, or be shut down in 30 days +9 . . . . . . . . . .. . . . . . . .Current equipment and/or budget approval expires w/in 90 days +8 . . . . . . . . . .. . . . . . . .Viewed by all as strategic; project approved +7 . . . . . . . . . . . . . . . . .Current equipment down at least once a month +6 . . . . . . . . . . . . . . . . .Budget approved and available +5 . . . . . . . . . . . . . . . . .Selection criteria specified +4 . . . . . . . . . . . . . . . . .Current equipment down at least once a quarter +3 . . . . . . . . . . .. . . . . . .Department putting in capital request +2 . . . . . . . . . . .. . . . . . .Functional specs defined; vendor list assembled +1 . . . . . . . . . . .. . . . . . .No budget 0 . . . . . . . . . . .. . . . . . Decision Maker sees no strategic value
Better Prospects
© 2007 CSO InsightsProprietary and Confidential
PIPELINE SELLING PROCESS STEPS INPUT
M A R K E T I N G S E L L I N G C U S T O M E R S U P P O R T
OUTPUT
Step 5
Step 4
Step 3
Step 1
Step 0
Step 2
Step n+2
Step n+1
Step n
F A L L - O U T
Timing & Productivity
© 2007 CSO InsightsProprietary and Confidential
1. Build a List with 50 QPC Candidates (emphasis on
Q)
2. Keep Current Research on Top 10 Candidates
3. Have Readied Kits to send out Quickly
4. Reach out to Prospects each time you Close.
Steps to Ease the Pain
© 2007 CSO InsightsProprietary and Confidential
Good luck & Good selling!
(415)924-3500