Steve’s Blog

Steve’s Blog

OUTCOME-BASED SELLING – MAPPING TO THE RIGHT PRODUCTS AND SERVICES


One of the biggest challenges that customers have in awarding a deal to us is the difficulty in mapping the products and services in our offering to the desired outcomes they want to achieve. This in turn causes a lot of issues when we get to the negotiation.

I have partnered with Ecosystems, www.Ecosystems.us, to utilize an online platform that will help selling organizations educate their customer on why key products and services are important to achieving the desired outcomes. In the process we help the various key buying influencers on the customer side understand how we are relevant to them and what they want to accomplish. Below is a brief video demo of the Outcome Mapping Platform.

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Steve’s Blog

OUTCOME-BASED SELLING: WHAT DOES IT MEAN FOR PROPOSING AND NEGOTIATING?


Most sellers find that determining the “right outcomes” is the biggest hurdle in outcome-based selling.  In the previous BLOG we briefly demonstrated using the Outcome Alignment Assessment tool, jointly developed with Ecosystems, to help overcome the challenges when “selling” to customer outcomes.  The challenges we addressed were:

1) Helping the customer gain internal alignment on their desired outcomes;

2) Transparently sharing those desired outcomes with the seller;

3) Sharing by the seller those potential outcomes they believe can be delivered; and finally, 4) Jointly collaborating and aligning on the “right outcomes” and success metrics the customer and seller will pursue for this opportunity.

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Steve’s Blog

OUTCOME BASED SELLING – WHAT ARE THE RIGHT OUTCOMES?


Almost every B2B selling organization that has a SaaS (Something as a Service) business model, is facing the challenge of selling to Customer Outcomes.  After all, that is what the Customer is ultimately buying.  But how do you determine the “right Outcomes” for this Customer and this Opportunity?  How do you ensure everyone is aligned to those Outcomes?

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WHAT B2B BUYERS VALUE


Almost every B2B selling organization goes into a sale with some preconceived notion of their “value proposition” – that is the potential value they will bring to a customer and prospect. Unfortunately, not all value is equal in the customer’s mind and it certainly varies with each buying influencer – especially when they are much higher up the food chain.

I’ve long argued that too much emphasis was placed on the tangible aspects of value and not nearly enough was placed on the intangibles – those things that are real but can’t necessarily be quantified. The link below will send you to a recent HBR article written by folks from Bain that explores the elements of B2B Value.

https://hbr.org/2018/03/the-b2b-elements-of-value

Please pay particular attention to the Value Pyramid as I think you will find it very enlightening.

Good Selling!

Steve

 

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Four Big Challenges to Winning Big Deals


Almost every B2B business is confronted by the “live by the large deals and die by the large deals” issue. This is not unexpected as the 80/20 rule applies to most human endeavors. In this case, 80% of revenue comes from 20% of customers (or some imbalance resembling that). If we don’t get the top 20% of our customers right, it is virtually impossible to hit our numbers by trying to make it all up on the relatively small deals of the remaining 80%.

In this blog I want explore the challenges that customers have to deciding to award a big deal to you. Obviously, large deals are lost for a variety of reasons such as key decision makers leaving the company or changing jobs, changes to the business such as acquisitions that put everything on “hold”, or poor quarterly results that freeze budgets and projects. All of these are out or our control—and that’s why every sales organization needs a sales pipeline that is some multiple of quota because there are things out of our control.

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SURVEY – IS DEAL QUALITY A REAL ISSUE WORTH ADDRESSING?


In my previous Blog I asked the question is possible to manage a deal quality proactively?  And as a result, to consistently close “higher value” deals that advance the business strategy and achieve superior business results. This blog will come at the same topic from the other direction.

Is deal quality an issue that is top of mind for B2B organizations? And if it is an issue, who is most concerned and what are the impacts to the business? I ask these questions, because other than the occasional push to lower discounts (certainly one obvious contributor to deal value and quality), it appears to me that the overwhelming emphasis is still on the quantity and “top line” dollar value of deals booked in a given period. Which makes sense as that is predominantly how most of us in sales are compensated.

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