Sell WHY, not HOW

sell WHY, not HOW

@jeroentjepkemaSalesHackers Amsterdam, 27 November 2014

...building an inbound sales pipeline

Why current sales cycles suck? (For me)

Professional services require face2face interaction

Your customer: I think I (am going to) have a problem?

Google has all the answers...

Compare features

Feature driven: Try before we buy?

Guaranteed happiness?

Put some why into the (sales) mix

Perception of problem/solution

Sales Cycle Delivery

Perception of problem/solution

Sales Cycle Delivery

EmbeddingTraining

Not what I expectedData puking

Perception of problem/solution

Sales Cycle DeliveryWhy should I

care?

EmbeddingTraining

Not what I expectedData puking

Perception of problem/solution

Sales Cycle DeliveryWhy should I

care?

Intrinsically motivated Universal Business impact “Aha” moments

EmbeddingTraining

Not what I expectedData puking

Why?

Why?Influence sales before the cycle starts, Solutions oriented, Never about features

What itch to scratch?

What “itch” to scratch?

What are their ambitions?

What are their ambitions?

What they work with all day?

What do people read?

What are their ambitions?

What they work with all day?

Why?

Perceived Solution? Their (day-to

-day)

problem

Brok

en

promise

s

What do people read?

What are their ambitions?

What they work with all day?

Headache vs. Time vs. Your Product

Performance = Waiting

Mobile moments?

“Both offline and online consumers associate long wait times with

poor customer service”

Click away slideImpact of performance?

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10

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Bouncerate per pagetype/session

Boun

cera

te (%

)

Page load time (sec.)

Median Campaign Product search

Real User Monitoring data collected by MeasureWorks for several eCommerce webshops, anonymized and grouped per pagetype

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)

Page load time (sec.)

Median Campaign Product search

Bouncerate per pagetype/session

Real User Monitoring data collected by MeasureWorks for several eCommerce webshops, anonymized and grouped per pagetype

Purpose vs. Context

Online users often lack context for delays...

...and see no other option than to click away

Lessons learned

The sale never ends!

Finders(business development)

Minders(delivery management)

Grinders(project realization)

Building your company to deliver...http://davidmaister.com/books/mtpsf/

Code Optimization

How fast should you be? Performance Analytics

Continuous monitoring Performance testing

2

1Strategic consultancy

3

4

5

6

...Create your upsell model

...Integrate your products into delivery cycle

Development

Functional Testing

Pre-Productiontesting

Run production

ApplicationLife

Cycle

How to sell this?

Retention?

0

15

30

45

60

75

90

1 2 3 4 5 6 7 8 9 10 11 12

SaaS Engagement cycle

Months of contract

Enga

gem

ent (

%)

0

15

30

45

60

75

90

1 2 3 4 5 6 7 8 9 10 11 12

SaaS Engagement cycle

Months of contract

Enga

gem

ent (

%)

New toy

0

15

30

45

60

75

90

1 2 3 4 5 6 7 8 9 10 11 12

SaaS Engagement cycle

Months of contract

Enga

gem

ent (

%)

VacuumNew toy

0

15

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45

60

75

90

1 2 3 4 5 6 7 8 9 10 11 12

SaaS Engagement cycle

Months of contract

Enga

gem

ent (

%)

Vacuum RenewalNew toy

(Managed) Service model!!

Pricing

the MONEY issue...

Free? Never Here’s my bank account

$100/month $10.000/year $100.000/year

Creditcard Department budget Procurement cycle

Try it from expense account

Avoid the boss’ boss check

Don’t get into RFP, add services?

Volume Custom

Today 24 monthsLead time before closing

Type of business

Trial: NeverProof of Concept: With requirements or paidContract: 3+9 full delivery

Get people to find us...

https://www.youtube.com/watch?v=CKsSvR5u-qk

Common language

99% 99minvs.

Metric: Availability

with understandable targets

Listen before speaking

6%

21%

41%

32%

Delivery Ordering UX Other

Complaints Top 5 topics

Downtime

Mobile

Speed

Login

Forms 5%

6%

19%

21%

36%

Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014

Downtime

Mobile

Speed

Login

Forms 5%

6%

19%

21%

36%

Top 5 topics

Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014

Downtime

Mobile

Speed

Login

Forms 5%

6%

19%

21%

36%

Top 5 topics

18%

28%

16%26%

12%

IncheckenReadinessContactVodafoneAbonnement

Mobile

Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014

Downtime

Mobile

Speed

Login

Forms 5%

6%

19%

21%

36%

Top 5 topics

18%

28%

16%26%

12%

IncheckenReadinessContactVodafoneAbonnement

Mobile

33%

44%

23%

FailReadinessOpnieuw

Forms

Research from MeasureWorks, Social and More & Obi4Wan. Social mentions collected about Twinkle100 webshops only between March 1 - August 31 2014

Chief, Indians & Medicine man

Indian

Chief

Influencer

Influencer

Chief

Indian

Influencer

Speaking at events

Meetups

Content Marketing

Trouble is stickyness?

Gum/Shoe

How to make it stick?

Social rule of 4

Social rule of 4

4 topics

4 weeks later

4 times a day

Repeat 4 times

Fixed variation

Public Speaking

Public Speaking

ContentMarketing

Public Speaking

(speak at)Meetups

ContentMarketing

Public Speaking

(speak at)Meetups

ContentMarketing

Public Speaking

Theme based, data driven, repeat the why...

Questions so far?

Focus on real user problems: Why?

Find out how to connect why with your product?

Spread and sell knowledge

Integrate your product into the process

Do it well, your product will sell itself...

Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

Slides: bit.ly/MW-SHA