The webinar covered strategies for adapting sales processes to changing buyer behavior. Speakers included Dr. Tom Sant, Andrew Gaffney, and Alicia Fiorletta. The agenda included adapting to changing buyer behavior, selling on value instead of price, automating proposal processes, developing sales playbooks, and adding measurement. Key recommendations were to differentiate based on value, automate tasks, develop playbooks for different situations, and measure engagement and results.

2. Today’s Speakers
Dr. Tom Sant
Business Communications Expert
Best-Selling Author
Andrew Gaffney
Editor
DemandGen Report
Moderator
Alicia Fiorletta
Associate Editor
DemandGen Report

3. Welcome
Webinar
A.endees
Your
GoToWebinar
A/endee
Viewer
is
made
of
2
parts:
1. Viewer Window 2. Control Panel
Type
your
ques<on
here

4. Today’s Agenda
ü Adapting to Changing Buying Behavior
ü Selling on Value Instead of Price
ü Automating Your Proposal Process
ü Developing Sales Playbooks for Different Selling Situations
ü Adding Measurement to Key Engagement Points in the
Pipeline

5. Adapting to
Changing
Buying Behavior

6. Poll Question
How was your first point of contact made with recent
customers you’ve closed?
• Prospect reached out and contacted us directly
• We contacted them after they requested more
information on our website
• We contacted them after connecting on live chat on
our site
• We contacted them via cold call
• Other

7. New Rules of Engagement
How
was
your
first
point
of
contact
made
with
your
sales
representa6ves?

8. Sales Entering at Later Stages
At
what
point
in
the
buying
process
did
you
engage
with
sales
representa6ves
from
solu6on
providers?

9. Changing Buyer Takeaways
Ø Buyer controlling engagement process
Ø Cold calling no longer effective
Ø Sales entering at later stages
Ø Sales need to establish value quickly
Ø With pricing becoming more transparent, sales teams need to establish
other value differentiation

10. Selling on Value Instead of Price

11. Did
any
of
the
following
factors
lead
you
to
go
with
the
vendor
you
selected?

12. Value Selling Takeaways
Ø Price not the only factor
Ø Buyers also looking for expertise
Ø Buyers considering a variety of factors
Ø Willing to pay more for solution that fits their needs

13. Automating Your
Proposal Process

14. Where Is the Waste In Current Sales Processes?
Administrative
tasks
Face-­‐to-­‐face
selling
6%
25%
Waiting/traveling
22%
Order
preparation
Selling
over
the
phone
10.25%
15%
Order
follow-­‐up
Internal
paperwork
6%
3%
Proposal
writing,
presentation
preparation
12.5%
from
George
A.
Smith,
Sales
Produc-vity
Measurement

15. Poten:ally-­‐-­‐Two
Kinds
of
Waste
to
Eliminate
Efficiency
Effec:veness
Efficiency
is
a
Effec:veness
is
a
func:on
of
the
func:on
of
the
way
quan:ty
of
work
you
work.
Sales
Process
you
do.
It’s
based
Sales
Process
It’s
based
on
using
on
using
tools
and
best
prac:ces.
processes.
Measurable
Results

16. Where Does the Time Go?
• Face-to-face selling 25%
• Travel, waiting 22%
• Telephone selling 15%
• Proposals, presentations 12.5%
• Order preparation 10.5%
• Internal paperwork 6%
• Administrative tasks 6%
• Follow-up on orders 3%
from George A. Smith, Sales Productivity Measurement

17. Only 52.5% of Sales Time Involves Selling!
• Face-­‐to-­‐face
selling
25%
• Travel,
wai:ng
22%
• Telephone
selling
15%
• Proposals,
presenta:ons
12.5%
• Order
prepara:on
10.5%
• Internal
paperwork
6%
• Administra:ve
tasks
6%
• Follow-­‐up
on
orders
3%
from
George
A.
Smith,
Sales
Produc-vity
Measurement

18. Automation Takeaways
Ø Time wasted in administrative, non-selling tasks
Ø Need to increase time invested in selling
Ø More time needed to invest in creating powerful
presentations
Ø Opportunity to improve efficiency and
effectiveness

19. Developing Sales Playbooks for
Different Selling Situations

20. When it comes to aligning buyers and
sellers, more than 50% of salespeople are
not properly prepared for their initial
meeting with prospects, according to IDC.

21. Which
resources
did
you
find
most
useful
in
the
early
stages
of
buying
process?

22. As
you
progressed
through
the
research
process
on
the
company,
which
types
of
communica6on/content
did
you
feel
were
most
helpful
in
suppor6ng
your
decision?

23. Aligning With The Buying Cycle
Buyers look for different kinds of information
at various points in the buying cycle.
Ø Recent study from Knowledge Storm/Marketing Sherpa
found 61% of technology buyers want content that
directly addresses the issues they face at each point in
the decision process.
Ø Frequency is also important: 85% of tech buyers said
they need to encounter at least three pieces of
content.

28. Situational Selling Takeaways
Ø Driving repeatable behavior within recurring selling situations
Ø Condensing over-whelming amount of information
Ø Playbooks keep it brief
Ø Serve up the right content at the right time
Ø Ensure consistency in how deals are worked
Ø Decrease training of new hires – minimize common questions

29. Adding Measurement

30. Data Analysis Across Sales
“Data management and analysis must be
improved across sales. High performing sales
organizations are taking concrete steps to
improve the quality of their data as well as their
team's ability to analyze and interpret key
trends and insight from this data.”
—IDC Sales Productivity Benchmarks Study

32. Qvidian’s
Sales
Performance
Analy<cs
allow
sales
and
marke:ng
management
to
op:mize
their
sales
team’s
ability
to
close
business
at
each
stage
of
the
buying
process.
• Gain
greater
forecast
accuracy
• Iden:fy
trends
and
replicate
successful
selling
situa:ons
• Proac:vely
coach
reps
to
advance
a
deal
• Improve
overall
marke:ng
effec:veness
See which opportunities are
real and which are
overstated based on activity
performed.

33. Sales Measurement Takeaways
Ø Need to measure across all areas
Ø Will measure impact of messaging within sales force system
Ø Track results back to activity

34. Recommended Action Items
Ø Build A Plan To Adapt to Changing Buying Behavior
Ø Differentiate Based on Value over Price
Ø Automate Your Proposal Process
Ø Develop Playbooks for Different Selling Situations
Ø Add Measurement to Key Engagement Points in the Pipeline

35. Thank you for attending today’s webinar!
Download the new white paper on
this topic “5 Steps to Increase Win
Rates and Improve Pipeline
Performance” here:
www.qvidian.com/resources

36. Ques:ons
1. Viewer Window 2. Control Panel
Type your question here