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www.KevinSasser.com
www.KevinSasser.com
Engaging the Sales Team for Better Discovery & Validation
ProductCamp Atlanta 2015
www.KevinSasser.com
Large Company
SALE
S
MAR
KETI
NG
PRO
DUCT
M
ANAG
EMEN
T
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Newer Company
SALESPRODUCT MANAGEMENTMARKETING
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Sustaining InnovationWhat we all do…
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MAR
KET
TIME
LOW
MID
HIGH
Sustaining Innovation
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Sustaining Innovation
• Use Prototypes and Smoke Tests to Validate Proposed New Features
• Use Charitable Contributions as Motivators to Engage with Non Customers
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MAR
KET
TIME
LOW
MID
HIGH
Disruptive Innovation
SUSTAINING INNOVATION DISRUPTIVE INNOVATION
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Disruptive Innovators
• Enter at the low end of the market• Have a lower cost structure and price point• Not taken seriously by competition• Work way up from low to mid to high end of
market
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Disruptive Innovators
• Watch for competitors on low end• Track their wins against you• Run campaigns to gather competitive intel• If you price match you will most likely lose
money with your current cost structure
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Disruptive Innovators
• Consider setting up new division/company with different cost structure to compete
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What the Sales Manager Said…
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…Sure, I will send an email to the team and get you some feedback…
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From: Sales ManagerTo: Sales TeamSubject: Weekly Update
Ok team, we are 3 deals away from making our goal, on our next forecast call, everyone needs to be ready to do a deep dive.
Also, the Product Management Team is looking for feedback from the field, email me if you have any.
Sincerely,
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What the Sales Team Sees…
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From: Sales ManagerTo: Sales TeamSubject: Weekly Update
Ok team, we are 3 deals away from making our goal, on our next forecast call, everyone needs to be ready to do a deep dive.
Also, the Product Management Team is looking for feedback from the field, email me if you have any.
Sincerely,
This Pays My Bills
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From: Sales ManagerTo: Sales TeamSubject: Weekly Update
Ok team, we are 3 deals away from making our goal, on our next forecast call, everyone needs to be ready to do a deep dive.
Also, the Product Management Team is looking for feedback from the field, email me if you have any.
Sincerely,
Work I do not get paid to do
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The World of the Sales Team
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The World of the Sales Team
Quota Everything Else
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“People will only do, what they can’t, can’t do”
David EckoffProductCamp Atlanta Seven
Top Rated Speaker
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The Critical PathProspectin
g
Needs Analysis
Qualifying
Presenting
Negotiating
Closing
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Before You Talk to Sales People…..
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60% to 65% of Sales People…. Do Not Belong in Sales.
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80% of Your Revenue is Most Likely Coming from 20% of Your Sales Team.
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Unfortunately, it’s the underperformers who will yell the loudest about product features.
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The Whipping Post
• Didn’t Learn the Requirements• Gave a Generic Presentation• Did Not Engage With the Prospect• Had Poor Follow Up
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The Whipping Post
“Why Did We Lose?”
“Our product lacked the widget feature”
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Filter Your Input
Talk to the Reps Who Are:• Methodical• Consistent Sales Performer• Able to articulate – Where You Win– With Whom You Win– Why You Win – Why You Lose
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Quick Test
How do you start your demos?
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Quick Test
BAD ANSWERS• We have a script• I just start talking• I start with an deep dive
overview of our company
GOOD ANSWERS• We confirm the prospect’s
objectives for the project.• We discuss how we helped
companies with similar objectives become successful
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Engaging Your Sales Team
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Product Strategy
MarketIntelligence
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Understand Your Sales PipelineEngaging Your Sales Team
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Sales Pipeline
Traditional SaaS/B2B
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“…we are not going to pidgeon-hole ourselves...”
Every Small Company CEO I Know
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Use Personas to Keep Your Market Defined
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Defining Your Target Market
Too Small Too Broad
Leaving Revenue on
the TableWeak
Messaging
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Defining Your Target Market
Too Small Too Broad
Leaving Revenue on
the TableWeak
Messaging
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Have One-On-One Sessions with Sales RepsWHEN POSSIBLE
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The Critical PathProspectin
g
Needs Analysis
Qualifying
Presenting
Negotiating
ClosingOrganize Your Conversations and Collaboration Around Key Sales Activities
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The Critical Path
Discussing New Features
Prospecting
Needs Analysis
Qualifying
Presenting
Negotiating
Closing
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Every Sales Rep Who Has Ever Been Asked the Question “Do We Need This Feature?”
“Yes”
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“that’s in there because we lost a big deal when we didn’t have it”
Mystery Features
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Use a Strategy CanvasAdding New Features
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Strategy Canvas
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“They are a partner, but we don’t really do much with them.”
Kardashian Marriages
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Value/Values
FRIENDS PARTNERS
STRANGERS USERS
VALU
ES
VALUE
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Attend Sales Presentation, But Keep QuietWHEN POSSIBLE
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The Critical Path
Use Lost Accounts for Customer
Discovery
“Would we have won this account if we
had…”
Prospecting
Needs Analysis
Qualifying
Presenting
Negotiating
Closing
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Build a Value Proposition Canvas TogetherFinding Common Ground
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Value Proposition Canvas
Start Here
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Value Proposition Canvas
Work This Way
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Value Proposition Canvas
Mine
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Engaging the Sales Team for Better Discovery & Validation
ProductCamp Atlanta 2015
www.KevinSasser.com
Good Luck
Kevin SasserKevin.Sasser@gmail.com
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