This document provides guidance on building an effective sales process. It emphasizes focusing on the customer's problem by asking why it is important to them and using a 5 whys analysis. Different types of buyers are identified including user buyers, economic buyers, technical buyers, and product champions. Key principles discussed include thinking in terms of how the solution helps the customer rather than just selling products, and providing a view of what success looks like over time. The overall message is that an effective sales process starts by deeply understanding the customer's problem and needs.

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Build Your 2016 Sales Process
with Scott Sambucci

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Why are we here today?

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1. Grow revenue

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2. Build your sales model

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3. Scale your sales process.

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4. Identify risks…

7. … and gaps.

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5. Take action

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Rule #1: Share ideas

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Rule #2: Ask questions

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Rule #3: Be honest

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What
problem are
you solving?

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WHY IS THIS IMPORTANT?

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If you don’t know your customer’s
problem…

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…you’re a hammer looking for a
nail.

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… you’re talking past your
customers, not with them.

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But… when you know your
customer’s problem…

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… you become a trusted partner.

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…you’ll deal directly with executives
& decision-makers.

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…your customers will be more open
& honest.

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…they’ll tell you the real problem &
the politics involved.

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This will help you…

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…win bigger deals

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…in less time

33. + “5 whys” analysis
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2.
3.
4.
5.

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Improve
Coordination
Increase
X-Efficiency
Create New
Information
Reduce
Transaction Costs
(Think: Friction)
Key problems worth solving

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A few more problems worth
solving…

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Regulatory & Compliance

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Automation & Digitization

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Attracting & Retaining Talent

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Accelerating Innovation

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Voice of the Customer

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Reducing Volatility

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THE TOOLS YOU NEED

43. + Discover “What problem am I solving?”
5 whys analysis
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2.
3.
4.
5.

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Ask: “Why is that important to the
customer?”

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RECAP: Tools you can use

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WHY IS THIS IMPORTANT?

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If you’re not focused on who you’re
selling to…

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…you can never be perceived as a
market expert.

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… you can’t speak with authority to
any one customer.

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…you’re a hammer looking for a
nail.

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When you focus on an industry and
segment…

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…you’ll know more about your
customer’s problem than them.

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…you’ll diagnose your customers’
problems more effectively.

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… and then be able prescribe your
solution.

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This will help you…

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…become a trusted partner.

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… work by referral.

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…generate inbound leads.

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… earn speaking opportunities.
Authority. Voice. Expertise.

65. (Note: I may or may not be saying something profound…)

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Buyer Types

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USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION

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User Buyer

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Economic Buyer

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Technical Buyer

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Product Champion

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USER BUYER
ECONOMIC BUYER
TECHNICAL BUYER
PRODUCT CHAMPION

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THE TOOLS YOU NEED

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Why is this important?

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Companies buy answers, not
products.

84. + Executives think: “What can this do
for me? How can I put it to work for
my business?”

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“What job is your customers hiring
you to do?”
-Clayton Christensen

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Source: “The SPIN Model,” White paper by Huthwaite Institute. Available online here:
http://img.en25.com/Web/Huthwaite/%7B55d0f3f4-051e-4cdf-a25f-97cc3831c383%7D_The_SPIN_Model.pdf
Implied vs Explicit Needs

87. +How big is the problem?

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“…when you can measure what
you are speaking about, and
express it in numbers, you know
something about it.”

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4 Reasons why [people at]
enterprises buy

91. + Revenue
+ Efficiency
- Cost
- Risk

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The Problem…

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Confused people don’t buy.

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You’re a risk to your customer.

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You’re a problem waiting to happen.

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They can’t trust you.

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The Opportunity…

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Small now. Grow later.

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You have a chance to be different.

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Key Principles

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Think “AND” not “OR.”

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“Send me a proposal…”

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“Send me a proposal…”

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Build a work plan.

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Give your customers a view of the
future.

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“What happens next?”
 The first minute?
 The first hour?
 The first day day?
 The first week?
 The first month?
 The first quarter?
 The first year?

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Milestones

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Putting it all together…

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Identify risks…

120. … and gaps

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1. Share with your team

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2. Watch for the recording

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3. Book your 1-hour session