Recorded Webinar: http://bit.ly/KunkleWebinar12132018 - watch the recording and download slides. Need to register for SMMConnect.com, but it's free. In this webinar, I share a Buyer-Oriented Selling System™ that will help you: • Shift your sellers’ mindset to think like a buyer • “Flip the script” to operate outside-in, from your buyers’ perspective • Operate in ways that build trust, rather than sounding like a stereotypical salesperson • Increase competitive differentiation as well as improve win-rates and quota attainment • Sell differently to get different results

1. Mike Kunkle
VP, Sales Enablement Services
SPA | SPASIGMA
Increase Quota Attainment with a
Buyer-Oriented Selling System

2. What
• Sales Transformation Straight Talk webinar series
Why
• Provide the latest thinking and actionable ideas to transform
your sales results
How
• Solo webinars, guest speakers, panels, Q&A
- Always taking requests
When & Where
• Usually mid-month, usually mid-week, usually 2 pm Eastern,
usually every month, right here on SMM Connect
- Always check www.smmconnect.com for details

3. AGENDA
• What is a Buyer-Oriented Selling System?
• Why should we make this shift?
• Understand your buyers better than the competition
• Flip the script to buyer-centric messaging
• Do exceptional discovery and qualify the opportunity
• Co-create solutions that they buyers own
• Manage the process with buying process exit criteria
• Q&A
Our Plan for Today
3
Yes, I have a plan

4. What is a Buyer-Oriented Selling System?

5. What is a Buyer-Oriented Selling System?
It’s an outside-in, buyer-centric way of thinking…
COIN-OP
Personas
Challenges
Opportunities
Impacts
Needs
Objectives
Priorities
Metrics / How
they are
measured
Value
messaging to
capture
interest based
on 
Targeted
discovery
questions /
approach
How to
demo/present
based on 
How to build
solutions to
address
COIN-OP
Common
concerns and
how to resolve
Competitors
and how to
position
against
Outcomes and
value they
want and how
you enable
both
Role 1
Role 2
Role 3
etc.
Buyer-Oriented Messaging Matrix

6. What is a Buyer-Oriented Selling System?
Qualify the opportunity:
• Decision Makers
• Decision Criteria
• Urgency
• Outcomes
• Economics
• Options
Understand your buyers/decision makers:
• Roles
• Goals
• Challenges | Opportunities | Impacts |
Needs | Objectives | Priorities
• Buying process
• Buying criteria exit criteria
• Metrics that matter most
Flip the script to buyer-centric messaging:
• Problems not products
• Solutions to their challenges
• Outcomes they want
• Business and personal needs
• Tailor by persona/person
Do exceptional discovery:
• Situation assessment
• Current state
• Future state
• Gap analysis
• Outcomes
Co-create solutions:
• Build to solve problems
• Build to deliver outcomes
• Communicate value
• Message by persona/person
Manage the process:
• Uncover decision criteria per stage
• Meet the exit criteria per stage
• Keep commitments
• Gain commitments
Applied to your sales process & methodology…

7. https://info.millerheimangroup.com/the-growing-buyer-seller-gap-2018-buyer-preferences-study.html
Why Should We Make This Shift?

8. Why Should We Make This Shift?
• Less than 33% of buyers feel vendors are well-informed
• Sellers lack business acumen
- 75% of buyers say sales reps do not demonstrate knowledge of their
industry structure
- 74% of buyers believe salespeople don’t demonstrate financial literacy
- 73% of buyers say salespeople are not able to translate business data into
insights
- 72% of buyers report salespeople do not demonstrate an understanding of
core business roles and key organizational stakeholders
• About 60% of buyers question their sales rep’s integrity
• Only 25% of sales reps are effective at engaging with
influencers
• Just 34% of buyers see vendors as “always effective” in
sales conversations with executives.
https://www.valueselling.com/press-release/study-finds-most-b2b-buyers-question-sales-reps-integrity https://business.linkedin.com/marketing-solutions/blog/content-marketing-
thought-leaders/2016/announcing-the-_rethink-the-b2b-buyers-journey-ebook--
6-takeaway
The 4 Most Important Factors for Buyers’
Willingness to Engage with a Vendor
Understands my company’s business model
Is a subject matter expert/thought leader
Provides valuable consultation, education, or tools
Knows my company’s product/services
26%
25%
25%
25%
See any problems here?

9. I could go on… (for your reading pleasure later)
• https://www.valueselling.com/press-release/study-finds-most-b2b-buyers-question-sales-reps-integrity
• https://www.millerheimangroup.com/resources/news/study-half-of-b2b-buyers-make-up-their-minds-before-talking-to-sales-reps/
• https://www.amazon.com/Stop-Selling-Start-Leading-Extraordinary/dp/1119446287/
• https://business.linkedin.com/marketing-solutions/blog/content-marketing-thought-leaders/2016/announcing-the-_rethink-the-b2b-
buyers-journey-ebook--6-takeaway
• https://www.marketingprofs.com/charts/2018/33725/what-b2b-buyers-want-sales-outreach-and-content-preferences
• https://v3b.com/2018/06/what-b2b-buyers-want-from-vendors/
• https://www.gartner.com/smarterwithgartner/what-sales-should-know-about-modern-b2b-buyers/
• https://www.gartner.com/smarterwithgartner/a-guide-to-buyer-enablement/
• https://discoverorg.com/blog/what-b2b-buyers-want/
• https://www.mediafly.com/defining-perfect-selling-experience-deb-calvert/
• http://info.trinityperspectives.com.au/mood-of-the-b2b-buyer-report-2018
• https://hbr.org/2018/03/the-b2b-elements-of-value
Why Should We Make This Shift?

10. Buyer-Oriented Selling System
Qualify the opportunity:
• Decision Makers
• Decision Criteria
• Urgency
• Outcomes
• Economics
• Options
Understand your buyers/decision makers:
• Roles
• Goals
• Challenges | Opportunities | Impacts |
Needs | Objectives | Priorities
• Buying process
• Buying criteria exit criteria
• Metrics that matter most
Flip the script to buyer-centric messaging:
• Problems not products
• Solutions to their challenges
• Outcomes they want
• Business and personal needs
• Tailor by persona/person
Do exceptional discovery:
• Situation assessment
• Current state
• Future state
• Gap analysis
• Outcomes
Co-create solutions:
• Build to solve problems
• Build to deliver outcomes
• Communicate value
• Message by persona/person
Manage the process:
• Uncover decision criteria per stage
• Meet the exit criteria per stage
• Keep commitments
• Gain commitments
Which brings us back to…

11. Understand Your Buyers Better
Than Your Competition

12. Buyer-Oriented Selling System™
Understand your buyers/decision makers:
• Roles
• Goals
• COIN-OP
✓ Challenges | Opportunities | Impacts | Needs | Objectives | Priorities
• Buying process + Buying criteria exit criteria
• Metrics that matter most
Do Solid
Buyer Persona
Research!

13. Flip the Script to
Buyer-centric Messaging

14. Flip the Script to Buyer-centric Messaging
• Problems not products
• Solutions to their challenges
• Outcomes they want
• Business and personal needs
• Tailor by persona/person…
Buyer-Oriented Messaging Matrix

15. Do Exceptional Discovery and
Qualify the Opportunity

16. Do Exceptional Discovery
Situation Assessment
• Current State
• Future State
• Gap Analysis
• Impact Analysis
• Outcomes

17. SituationAssessmentFramework
Future State Factor Analysis
Plans and Initiatives
• Foreseeable business landscape changes
• Related past initiatives & outcomes
• Status of ongoing initiatives
• Future planned initiatives & status
• Compelling events | Critical business needs
Analysis
• Desired outcomes
• Problems to avoid
• Opportunities to maximize
• Risks | Threats to initiative success
Impacts (Positive)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• KPI/CSF/Operational metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Needs Validation
• Improve | Accomplish | Avoid
Current State Factor Analysis
Situation Overview
• Current business landscape
• Strategic objectives
• Tactical plans | Current initiatives
• Business performance/CSFs
• Metrics that matter most
Analysis
• Current successes
• Current problems
• Perceived opportunities
• Risks | Threats of status quo
Impacts (Negative)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• KPI/CSF/Operational metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Needs Hypothesis
• Improve | Accomplish | Avoid
Gap Analysis
Impact Analysis
POINT A – What Is POINT B – What Should Be
Do Exceptional Discovery

18. Situation Assessment Framework
Future State Factor Analysis
Plans and Initiatives
• Foreseeable business landscape changes
• Related past initiatives & outcomes
• Status of ongoing initiatives
• Future planned initiatives & status
• Compelling event | Critical business need
Analysis
• Desired outcomes
• Problems to avoid
• Opportunities to maximize
• Risks | Threats to initiative success
Current State Factor Analysis
Situation Overview
• Current business landscape
• Strategic objectives
• Tactical plans | Current initiatives
• Business performance/CSFs
• Metrics that matter most
Analysis
• Current successes
• Current problems
• Perceived opportunities
• Risks | Threats of status quo
Gap Analysis
Determine Gaps:
• Mindset
• Knowledge
• Skills
• Capabilities
• Plans
• Processes
• Methodologies
• Tools
Point A Point B

19. Current State Factor Analysis
Impacts (Negative)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• KPIs/CSFs/Ops metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Situation Assessment Framework
Future State Factor Analysis
Impacts (Positive)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• KPIs/CSFs/Ops metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Outcome Selling
Retail
Shrinkage
Telecom
Errors per station
Manufacturing
Overall Equipment
Effectiveness (OEE)
Healthcare
Net income to
patient revenue
Energy
Electrical grid load
Labor cost over
project timeline
Construction
Cash flow return on
investments (CFROI)
Finance/Insurance
KPIs | CSFs | Domain Expertise
$
$
$
$
$
$
$
$
$
Impact Analysis
Point A Point B

20. Current State Factor Analysis
Impacts (Negative)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• KPIs/CSFs/Ops metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Situation Assessment Framework
Future State Factor Analysis
Impacts (Positive)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• KPIs/CSFs/Ops metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Point A
Impact Analysis
Point B

21. Current State Factor Analysis
Impacts (Negative)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• KPIs/CSFs/Ops metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Situation Assessment Framework
Future State Factor Analysis
Impacts (Positive)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• KPIs/CSFs/Ops metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Relationship Selling
• Reputation
• Image (look good)
• Career aspirations or pressures
• Personal achievement
• Purpose | Autonomy | Mastery
• Order
• Power or political capital
• Belonging
• Achievement
• Recognition
• Safety (avoid/reduce risk)
Personal | Emotional FactorsPoint A Point B
Impact Analysis

22. Qualify the Opportunity
Uncover and validate:
• Decision Makers: Types of Buyers and Buyer Roles
• Decision Criteria: Buying process with decision/exit criteria
• Urgency: Compelling Event (if exists) and/or Critical Business Need*
• Outcomes: The outcomes, achievements, and/or Metrics that Matter*
to the Decision Makers
• Economics: Initiative is funded, or budget/funding available
• Options: Who are you competing with (including status quo and DIY)
and how are options viewed, comparatively?
* Already included in Situation Assessment Factor Analyses

23. Co-create Solutions
That the Buyers Own

24. Co-create Solutions the Buyer Owns
© 2018 Greener Consulting Limited T/A Futurecurve. All Rights Reserved.
Co-created
Value
Solution
Offer
Component
A customized solution, co-created with the customer.
Solutions that improve business outcomes. Often
groupings of offers that provide a solution to a
problem. Must be able to quantify the improvement.
Components combined or bundled to
fulfill a specific operational function.
Individual commodities for sale, often
transactional and priced for usage.
Co-created
Value
Customers know
what they want and
the Sales role is to
communicate value.
Customers don’t know what they
want but may know the desired
outcome. The Sales role is to
co-create value with them.
Adapted from…

25. The Elements of B2B Value
• Inspirational Value:
- Purpose
• Individual Value:
- Career | Personal
• Ease of Doing Business Value:
- Productivity | Access | Relationship | Operational | Strategic
• Functional Value:
- Economic | Performance
• Table Stakes:
- Meeting specifications
- Acceptable price
- Regulatory compliance
- Ethical standards
Co-create Solutions the Buyer Owns
https://hbr.org/2018/03/the-b2b-elements-of-value

26. Manage the Process with
Buying Process Exit Criteria

27. Manage the Process with Buying Process Exit Criteria
What each decision maker needs to see, hear, feel, understand and believe, in each stage
of their buying process/purchase pursuit, to be comfortable moving forward to the next stage
with you.
Selling by
Superstition

28. Manage the Process with Buying Process Exit Criteria

29. Manage the Process with Buying Process Exit Criteria

30. Manage the Process with Buying Process Exit Criteria
• Oops
Out of Sync

31. Manage the Process with Buying Process Exit Criteria
Out of Sync
• Oops

32. Manage the Process with Buying Process Exit Criteria
Out of Sync
• Oops

33. Manage the Process with Buying Process Exit Criteria
Out of Sync
• Oops

34. Manage the Process with Buying Process Exit Criteria
• Assess where your prospects are in their buying process and respond accordingly
• Ask directly about where they are (individual decision maker’s Buying Process Exit Criteria per stage)
• Keep product discussions relevant for their location in their process

35. Appendix

36. Mike Kunkle is a respected sales transformation architect and
internationally-recognized sales training and sales enablement expert.
He’s spent 34 years in the sales profession and 24 years as a corporate leader or consultant,
helping companies drive dramatic revenue growth through best-in-class learning strategies and his
proven-effective sales transformation methodologies. Today, Mike is the Vice President of Sales
Enablement Services for SPA and SPASIGMA, where he advises clients, writes, speaks, leads
webinars, publishes sales training courses, and designs sales learning systems that get results.
Connect with Mike & Follow His Content
SPA Blog http://www.strategicpricing.com/blog
SPASIGMA Blog https://spasigma.com/blog/
Transforming Sales Results Blog https://www.mikekunkle.com/blog
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216.455.1558
mike.kunkle@spasigma.com
Mike Kunkle
VP, Sales Enablement Services

37. THANK YOU!
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