Contenu connexe Similaire à Battling the 57% (20) Battling the 57% 2. © The TAS Group 2014
Donal Daly
CEO
Maureen Blandford
Vice President Marketing
3. © The TAS Group 2014
The Customer Buying Process
Customer
Diligence
Begins
Customer
Purchases
Source: CEB
57%
Customer
Engages
Supplier
4. © The TAS Group 2014
How far through the buying process are
your buyers when they engage with
you?
• 0%
• 10%
• 25%
• 50%
• 75%
5. © The TAS Group 2014
The Customer Buying Process
Customer
Diligence
Begins
Customer
Purchases
Source: CEB
of the
purchase
decision
is complete before
a customer even
calls a supplier.
57%
Customer
Engages
Supplier
6. © The TAS Group 2014
The Customer Buying Process
Customer
Diligence
Begins
Customer
Purchases
Source: CEB
of the
purchase
decision
is complete before
a customer even
calls a supplier.
57%
On Average.
Customer
Engages
Supplier
7. © The TAS Group 2014
BUYERS
BUYDIFFERENT
THINGS
8. © The TAS Group 2014
Not all purchases are the same
Intellectual Property
Cost
9. © The TAS Group 2014
Not all purchases are the same
Frequency
Risk
Intellectual Property
Cost
10. © The TAS Group 2014
Not all purchases are the same
Frequency
Risk
Intellectual Property
Cost
Utilities
(example)
Business
Process
Infrastructure
(example)
Office
Equipment
(example)
Personal
Productivity
Tools
(example)
11. © The TAS Group 2014
Not all purchases are the same
Frequency
Risk
Intellectual Property
Cost
Utilities
(example)
Business
Process
Infrastructure
(example)
Personal
Productivity
Tools
(example)
Office
Equipment
(example)
57%
Problem
Area
The
12. © The TAS Group 2014
Not all purchases are the same
Frequency
Risk
Intellectual Property
Cost
Utilities
(example)
Business
Process
Infrastructure
(example)
Personal
Productivity
Tools
(example)
Office
Equipment
(example)
Might
not be
that big
13. © The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Buyer:Seller Role by Impact/Size
Buyer
Driven
14. © The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Buyer:Seller Role by Impact/Size
Buyer
Driven
Seller
Driven
15. © The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Area of Value Creation
Area of
Value
Creation
Buyer
Driven
Seller
Driven
16. © The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Area of Value Creation
Area of
Value
Creation
Buyer
Driven
Seller
Driven
The seller’s job is not to
Communicate Value
… the internet does that
Progressive sellers will
Create Value
17. © The TAS Group 2014
The Customer Buying Process
Source: CEB
Customer
Diligence
Begins
Customer
Purchases
57%
Customer
Engages
Supplier
18. © The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum
activity
time
Marketing
Sales
Source: CEB
19. © The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum
activity
time
Marketing
Sales
Customer
Diligence
Begins
Customer
Purchases
57%
Customer
Engages
Supplier
20. © The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum
activity
time
Marketing
Sales
Customer
Diligence
Begins
Customer
Purchases
57%
Customer
Engages
Supplier
?
21. © The TAS Group 2014
Awareness Interest Preference Action
Before or After?
activity
time
Marketing
Sales
Customer
Diligence
Begins
Customer
Purchases
Customer
Engages
Supplier
Source: CEB
BEFORE AFTER
22. © The TAS Group 2014
Awareness Interest Preference Action
Before or After the 57% Point?
activity
time
Marketing
Sales
Customer
Diligence
Begins
Customer
Purchases
57%
Customer
Engages
Supplier
Source: CEB
BEFORE AFTER
23. © The TAS Group 2014
Awareness Interest Preference Action
AFTER the 57% Point
activity
time
Marketing
Sales
57%
Source: CEB
FOCUS HERE
Customer
Purchases
Customer
Diligence
Begins
Customer
Engages
Supplier
24. © The TAS Group 2014
Awareness Interest Preference Action
AFTER the 57% Point
activity
time
Marketing
Sales
57%
Source: CEB
FOCUS HERE
Customer
Purchases
Customer
Diligence
Begins
Customer
Engages
Supplier
25. © The TAS Group 2014
Qualification Matters
26. © The TAS Group 2014
Qualification Matters
27. © The TAS Group 2014
Qualification Matters
28. © The TAS Group 2014
Flanking Strategy
Competitor
You
CustomerStated
Needs
29. © The TAS Group 2014
Flanking Strategy
Competitor
You
Customer
57%
Stated
Needs
30. © The TAS Group 2014
Flanking Strategy
Competitor
You
Customer
57%
Stated
Needs
Changed
Needs
31. © The TAS Group 2014
Flanking Strategy:
Shifts the focus of a customer’s buying criteria to
new or additional issues that favor your solution.
RULES
Don’t follow
the rules
Executive
support
Make your
move last
Don’t open
the door
Flanking Strategy
33. © The TAS Group 2014
e=mc2
YOU CANNOT DEPLOY A WINNING FLANKING
STRATEGY USING THE SAME RULES THAT
EVERYONE ELSE IS USING
34. © The TAS Group 2014
Qualification Matters: Reminder
35. © The TAS Group 2014
Flanking Strategy: Flank to Unique Business Value
A B
A+1A
36. © The TAS Group 2014
Flanking Strategy: Flank to Unique Business Value
39. © The TAS Group 2014
When the sales trainer leaves …
TIME
IMPROVEMENT
87%
40. © The TAS Group 2014
Awareness Interest Preference Action
Before or After the 57% Point?
activity
time
Marketing
Sales
Customer
Diligence
Begins
Customer
Purchases
57%
Customer
Engages
Supplier
Source: CEB
BEFORE AFTER
44. © The TAS Group 2014
Awareness Interest Preference Action
BEFORE the 57% Point
activity
time
Marketing
Sales
57%
Source: CEB
FOCUS HERE
Customer
Purchases
Customer
Diligence
Begins
Customer
Engages
Supplier
45. © The TAS Group 2014
3 Types of Need
ActiveUnknown Known
54. © The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum
activity
time
Marketing
Sales
Source: CEB
“Account Planning
is the new marketing”
55. © The TAS Group 2014
Create, develop, pursue, and win
business that delivers mutual value
for you and your customer
56. © The TAS Group 2014
Know your customer
Impact on a Customer
fn (Business Problems, Business People)
54%61%
57. © The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum
activity
time
Marketing
Sales
Source: CEB
58. © The TAS Group 2014
Awareness Interest Preference Action
Before or After the 57% Point?
activity
time
Marketing
Sales
Customer
Diligence
Begins
Customer
Purchases
57%
Customer
Engages
Supplier
Source: CEB
BEFORE AFTER
59. © The TAS Group 2014
Resources …
AccountPlanningInSalesforce.com
thetasgroup.com/ebooks/
12-Elements-Of-A-Great-Sales-Playbook.php
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