Webinar Recording: http://bit.ly/SMMWebinar-04182018
_____________________________________________
Webinar Description from SMM Connect:
Depending on which sales research you’re reading, Win Rates hover under 50% and No Decision rates vary greatly from 25% to over 50%. The bottom-line? We can do better. And many of us must, to make our number.
What’s the single best thing you can do to radically move these numbers for your sales force? The answer is better sales discovery.
In this webinar, sales transformation expert Mike Kunkle will share a situation assessment framework that will enable your sales force to understand your customers better than ever before – especially the things that matter most to the decision makers – so your pursuit team can build a compelling case for change and co-create solutions that deliver what your buyers really value.
Join Mike for this webinar (where your questions are welcomed and expected) and learn how you can increase your Win Rates and decrease Losses and No Decisions, through the power of effective discovery.
Busty Desi⚡Call Girls in Surajpur Greater Noida >༒8448380779 Escort Service
The Power of Discovery for Increasing Win Rates
1. The Power of Discovery
For Increasing Win Rates!
Mike Kunkle
Host of Sales Transformation Straight Talk™
VP, Sales Transformation Services, Fast Lane Digital
Founder, Transforming Sales Results, LLC
2. What
• Sales Transformation Straight Talk webinar series
Why
• Provide you with the latest thinking and actionable ideas to transform
sales results
How
• Solo webinars, guest speakers, panels, Q&A, always taking requests
When & Where
• Usually mid-month, usually mid-week, 12 to 2 pm Eastern, every month,
here on SMM Connect
- Always check www.smmconnect.com for details
Sales Transformation Straight Talk Series
on
2
3. mike.kunkle@fastlaneus.com
mike@mikekunkle.com
(214) 494-9950
Mike Kunkle is a highly-respected sales transformation architect and
internationally-recognized sales training and sales enablement expert.
He’s spent 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 VP of Sales
Transformation Services for Fast Lane Digital (a division of Fast Lane Consulting &
Education Services) and founder of Transforming Sales Results, LLC. He consults,
advises, writes, speaks, leads webinars, designs sales learning systems that get
results, and guides clients through all aspects of their sales transformation.
Mike Kunkle
VP, Sales Transformation Services
Founder
Your Host
3
Connect with Mike & Follow His Content
DTI Blog http://www.DXform.io/blog
Personal Blog https://www.mikekunkle.com/blog
DTI Learning Sessions http://www.dxform.io/learning-sessions
SMM Connect Webinars http://bit.ly/STSTonSMM
BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel
LinkedIn Publisher http://bit.ly/MikeKunklePublisher
LinkedIn Profile http://www.linkedin.com/in/mikekunkle
SlideShare http://www.slideshare.net/MikeKunkle
Twitter https://twitter.com/mike_kunkle
4. Our Plan for Today
[POLL: What brought you here today?]
AGENDA:
• Why Discovery?
• Situation Assessment Framework
- Current vs. Future State Factor Analysis
- Gap & Impact Analysis
- The Tie to Outcome Selling
- The Tie to Relationship Selling
- The Importance of Qualification
• Maximizing What You Learn in Discovery
• Recommended Next Steps
• Your Take-Aways | Q&A.
4
6. Why Discovery
• A training class of sales pros with
3-30 years of experience, struggle
to formulate open questions during
a class exercise.
6
7. Why Discovery
• Seasoned sales pros completely
move past the chance to dig
deeper into something that was
important to a prospective client,
to quickly make a shallow
recommendation.
7
8. Why Discovery
• Sales pros (and classroom sales
trainers) answering a clear
question with the wrong
information.
8
9. Why Discovery
• Sales pros attempting to pitch
features and benefits before truly
understanding the buyer’s issue
and its impacts, and then having
to navigate through every
possible objection and concern,
because they didn’t really
understand the problem they
were rushing to solve.
9
10. Why Discovery
• The basic human need to be understood is very powerful. It’s
emotional, and people buy based on emotion. Many buyers feel that
sales reps do not understand them or their business.
10
11. Why Discovery
• Understanding often leads to better relationships. Relationships won’t
always outweigh other factors such as level of problem-solving ability,
delivering insights, ability to communicate value, or cost/payback
analysis – but all else being equal, relationship still wins. It’s a magnet.
Mike Kunkle 11
12. Why Discovery
• Through better discovery, the sales rep has a far higher chance of
offering a solution that will truly help the buyer
12
13. Why Discovery
• Buyers often connect-the-dots themselves, about how a seller’s
products or services solve their problems. This leaves a lot to chance.
You should help your buyers connect the dots. Discovery gives you the
information you need to do that.
13
15. 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 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
Mike Kunkle 15
16. 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:
• Knowledge
• Skills
• Mindsets
• Capabilities
• Plans
• Processes
• Methodologies
• Tools
Point A Point B
Mike Kunkle 16
17. 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
$
$
$
$
$
$
$
$
$
Mike Kunkle 17
18. 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 Point B
Impact Analysis
Mike Kunkle 18
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
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
Mike Kunkle 19
20. Even with B2B Buying…
Emotions still rule
• http://www.cmo.com/opinion/articles/201
7/8/9/b2b-buying-is-full-of-emotions-ptr-
tlp.html
• https://www.inc.com/larry-kim/surprise!-
4-ways-emotion-plays-a-large-role-in-
b2b-purchases.html
• https://www.forbes.com/sites/danielnew
man/2014/05/07/how-personal-
emotions-fuel-b2b-purchases/
• https://www.cebglobal.com/marketing-
communications/b2b-emotion.html
https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/promotion-emotion-whitepaper-full.pdf
20
21. Situation Assessment Framework
Opportunity Qualification
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?
* Included in Factor Analyses
Mike Kunkle 21
23. Maximizing Discovery
• Spend time developing a series of questions that follow the Situation Assessment
Framework and apply to your world (customers, verticals, solutions)
• Try to stay single-threaded, use sales judgment, and record or take great notes
• Improve efficiency by spending time on deals you can win
• Personalize messaging based on business needs and personal needs
• Create a business case based on solution costs vs. outcomes
• Sell to the Decision Criteria (Buying Process Exit Criteria) to eliminate “selling by
superstition” and win more deals
• Position more effectively against all the competition (competitors, DIY, and status
quo/do nothing)
• Use Discover to enable an adaptive selling methodology
• Differentiate yourself and your company through a better understanding of your
buyers.
Mike Kunkle 23
24. Take-Aways | Next Steps
• What was your biggest take-away from today’s session?
• What will you try first or do next?
Please reply in the
Chat / Q&A
section!
Mike Kunkle 24
26. Additional Reading on Discovery
BOOKS:
• Discover Questions Get You Connected by Deb Calvert
https://www.amazon.com/DISCOVER-Questions-Get-You-Connected/dp/098973790X/
• SPIN Selling by Neil Rackham
https://www.amazon.com/SPIN-Selling-Situation-Implication-Need-Payoff-ebook/dp/B06XB35VCH/
• Secrets of Question-Based Selling by Thomas Freese
https://www.amazon.com/Secrets-Question-Based-Selling-Powerful-Business/dp/1402287526/
• Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants by Paul Cherry
https://www.amazon.com/Questions-That-Sell-Powerful-Discovering/dp/0814473393/
BLOG POSTS:
• The Untapped Power of Sales Discovery Skills by Mike Kunkle
https://www.mikekunkle.com/2015/04/18/sales-discovery-skills/
• 10 Ways to Ask Better Sales Questions by Tony Alessandra
https://blog.hubspot.com/sales/10-tips-ask-sales-questions-si
• 30 Amazing B2B Sales Discovery Questions by RingDNA/Kanwar Saluja
https://www.ringdna.com/blog/30-amazing-b2b-sales-discovery-questions
Note: Not all of these resources may be aligned with the Situation Assessment. All are valuable resources and much of what you learn can be applied within the Situation Assessment.
Mike Kunkle 26
27. Reading on the Four Sales Systems
• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview
• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection
• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport
• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning
• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement
• SlideShare Presentation: http://bit.ly/SystemsApproachST-Docebo2017
A Systems Approach to Sales Transformation
Sales Selection Sales Support Sales Learning Sales Management
Mike Kunkle 27
28. Complimentary White Paper
Realizing the Growth Potential of the Internet of Things:
The Convergence of Market Opportunity, Design Thinking,
Technical Enablement and Sales Enablement
http://bit.ly/IoTPotential-FLD
29. Free Sales Coaching Excellence eBook by Mike Kunkle
http://bit.ly/SalesCoachingEbook-FLD
31. THANKS for your time and attention!
www.linkedin.com/in/mikekunkle
www.mikekunkle.com/connect
http://www.smmconnect.com/
http://www.smmconnect.com/recordings
For more information:
Contact Mike:
Upcoming SMM Connect Webinars:
Archived SMM Connect Webinars: