The Sales Funnel®The Sales Funnel®

byby

Ray LeoneRay Leone

2

You can take it easy when you become You can take it easy when you become a Sales Funnel® Salesmastera Sales Funnel® Salesmaster

HistoryHistory

Good NewsGood News

I have no talent

5

SkillNot Talent

Ray Leone’s Sales Funnel®Ray Leone’s Sales Funnel®

Matching modalities, spatial selling, monetizing, the WITY,

three-level questions, land mines, deficit questions, latent pain,

buyers grids, DISC, resonating & position statements are what Sales

Funnel selling is all about

. It is a 3 dimensional, It is a 3 dimensional, scientifically designed scientifically designed

process that is not process that is not dependent on dependent on guesswork or guesswork or

intuitionintuition

It is a system that is It is a system that is teachable, measures skills, teachable, measures skills, allows the effectiveness of allows the effectiveness of

the presentation to be the presentation to be monitored as it is given, and monitored as it is given, and

dramatically increases dramatically increases closing averages. closing averages.

Compass Case StudyCompass Case StudyClosing average 14%

to 60% first year.

Currently closing average is 71%.

Retain 97%Retain 97%Managed volume

from $800,000 to

$13 Billion

Top Down CommitmentTop Down Commitment

•They have not changed process for 17 years.•Aware – Understanding•Competence - Mastery

How do we do it?How do we do it?•Follow the process•Recruit & retain winners•Increase account retention•Sell achievable results

RecruitRecruitTriMetrix Benchmark

When in doubt, don’t hire.

Recruiting Top Talent

We hire great attitudes We hire great attitudes and teach them the and teach them the

skills they needskills they needHerb Kelleher –Southwest Air

Great salespeople are Great salespeople are scarce and getting scarce and getting

scarcer scarcer Teaching Sales HBRTeaching Sales HBR

We are filling that needWe are filling that need

SAP StudySAP StudyIt cost $678,000

every time we lose a top

salesperson

Recent article from Recent article from Harvard Business Harvard Business Review discussesReview discusses

techniques we techniques we developed years ago as developed years ago as

new new 17

Solution SellingSolution Selling is is

Commodity Commodity SellingSelling

Solution vs Insight SellingSolution vs Insight Selling• SolutionSolution

•What need is customer seeking to address?

• InsightInsight

What unrecognized need does the customer

have?

Sales Funnel®Sales Funnel®We have always done

that.

It is called Deficit Questions that uncover

latent pain

Learning is FunLearning is Fun

Please stand up

Deficit QuestionsDeficit Questions•What is your knowledge asset to

book value ratio?• How does your engagement

index compare to the global average?• How accurate is your success

probability formula at predicting outcomes?

• How many of your contracts are based on a single relationship?•What benchmarking process are

you using to assure that new hires will perform at a high level?• Can your sales team deliver the

agreed upon responses for the 5 major objections?

We do not puke!!!We do not puke!!!• Solutions to problems are

easy. The real skill is in accurately defining the problem.•We differentiate ourselves by

providing a better solution to a more well defined problem.

Solution vs Insight SellingSolution vs Insight SellingSolutionSolution

Engage after a customer has identified a problem.

InsightInsight

Engage before the customer has identified a problem

Orgs need to fundamentally Orgs need to fundamentally change how they teach change how they teach sales – sales – Corporate Executive BoardCorporate Executive Board

•You are ahead of the competition if

trained on SF

Reps must engage Reps must engage customers well before customers well before

customers fully customers fully understand their own understand their own

needs. To win, you’ve got needs. To win, you’ve got to get ahead of the RFPto get ahead of the RFP.

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Sales Funnel®Sales Funnel®

Requires Requires engagementengagement

pre-RFPpre-RFP

•Customers no longer need a salesperson to learn about a company’s offering or to place an order. Sales now is Sales now is more about helping more about helping customers define the problem customers define the problem they are trying to solve and they are trying to solve and assemble a complete assemble a complete solution. solution.

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Chally Group discovered Chally Group discovered that 39% of B2B buyers that 39% of B2B buyers

select a vendor according select a vendor according to the skills of the to the skills of the

salesperson rather than salesperson rather than price, quality, or service.price, quality, or service.

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A recent CEP study of more A recent CEP study of more than 1,400 B2B customers than 1,400 B2B customers found that they completed found that they completed

nearly 60% of a typical nearly 60% of a typical purchasing decision before purchasing decision before even having a conversation even having a conversation

with a supplier. with a supplier. 31

Traditional reps are at a Traditional reps are at a distinct disadvantage in this distinct disadvantage in this

environment, a select group of environment, a select group of high performers are high performers are

flourishing. These superior flourishing. These superior reps have abandoned much of reps have abandoned much of

the conventional wisdom the conventional wisdom taught in sales organizations. taught in sales organizations. 32

They seek out a different They seek out a different set of stakeholders, set of stakeholders,

preferring problem owners.preferring problem owners.Coach those problem owners Coach those problem owners

on how to buy, instead of on how to buy, instead of following the company’s following the company’s

purchasing processpurchasing process33

These sales professionals sell differently. This means that boosting

the performance of average salespeople isn’t a matter of

improving how they currently sell; it involves changing how they sell. To

accomplish this, organizations need to fundamentally rethink the training and support provided to their reps.

Deal AnalysisDeal Analysis• Fishbone timeline• Buyers Grid/WITY•Must win issue/Triggering event• CBI/Dollarized impact• Next step•Murder Board

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Success FormulaSuccess Formula• Identify CBI – Critical business issue•Link your solution to the impact on the CBI•Monetize the value of that solution 36

Success is no accidentSuccess is no accident•Commit to the process•Practice•The process will not abandon you.

Have your best Have your best year ever.year ever.

Thank youThank you