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Section 1 . SO MUST SELLING 1 Section 2: The Sales Leads Revolution THE NEW RULES OF LEAD GENERATION 11 Section 3: The Sales Meetings Revolution THE NEW RULES OF SALES MEETINGS 57 Section 4: The Sales Cycles Revolution THE NEW RULES FOR SALES OPPORTUNITIES 101 Section 5: The Sales Orders Revolution THE NEW RULES FOR CLOSING 153 Section 6: The Repeat Sales Revolution THE NEW ACCOUNT MANAGEMENT RULES 209 Section 7: Conclusion CALL TO ARMS – CALL TO ACTION 249 Appendix A: The Revolution‐O‐Meter BONUS SECTION: The Buying Revolution™.Contents Section 1: Welcome To The Revolution BUYING HAS CHANGED.
SO MUST SELLING Introduction The Buying Revolution™ necessitates a revolution in selling. SECTION 1: Welcome To The Revolution BUYING HAS CHANGED. presenting 41 rules.1 Welcome To The Revolution™ 1 | P a g e . The old sales strategies. The Selling Revolution™ S. or practical opportunities to increase win rates and sales success. techniques and skills are struggling in the face of increasingly sophisticated and spoilt‐for‐choice buyers. This section outlines the future of selling and charts the revolution at each stage of the sales process. It also contains real‐life perspectives from buyers and sellers on what works and doesn’t work in today’s more competitive markets.
Previously successful sales campaigns.1 Welcome To The Revolution™ 2 | P a g e . sophistication and skill of today’s buyers. sales processes and techniques are really struggling.1 The Widening Gap Between Modern Buying & Traditional Selling Reconciling New Buying And Traditional Selling The Buying Revolution™ means that traditional selling is increasingly at odds with how buyers buy. Sellers have fallen behind in terms of the structure. The Widening Gap Between Buyers And Sellers Buyers have changed how they buy — the steps. those responsible for buying won't cross over to the seller's side and are even unlikely to meet the seller half way. This is illustrated in the diagram below. The question professional business people need to ask is: ‘How do we bridge the widening gap between modern buying and traditional selling?’ One thing is clear. Fig. The Selling Revolution™ S. techniques and strategies for the past three. However. Most sellers are employing the same sales tools. five or even 10 years. sales strategies. 1. the people involved and the decision‐making factors are highly complex and process‐driven. the sales approach adopted by many companies has remained the same. The inevitable result is a widening gap between modern buying and traditional selling.
But it is not working. Many salespeople have been put on ice. things won’t simply return to the way that they were! The Selling Revolution™ S. once powerful and in control. Growth ambitions are in hibernation. Once Successful Sales Techniques Are Struggling In response to difficult market conditions sellers are making more sales calls. as last year’s cold call. Cold calling has become the order of the day. There is a frosty reception for traditional vendor marketing. For the first time ever the sophistication of modern buying has out‐paced traditional selling. then as one sales manager quibbled it is The Ice Age for selling. delivering more pitches and responding to more RFPs. The Ice Age For Selling If it is The Age Of Revolution for buying. if this is the Ice Age for selling how long will it be before the thaw sets in? How soon before a return to the good old days of customers chasing suppliers. as opposed to the other way around? Well.1 Welcome To The Revolution™ 3 | P a g e . are struggling to find new customers and are increasingly being left out in the cold when major buying decisions are made. • So. That is a time when: • • • • Budgets have been frozen. sales pitch and sales proposal increasingly miss the mark. Vendors and their well—trained sales forces.
After all. The Selling Revolution™ S. But. or set of icons that are used in this part of the book – the red—hot ‘S’. for those that are not there are only challenges. the global slowdown has simply accelerated trends that were already underway. The rigor. sellers must transform how they sell to reflect the changing needs. the buying process and the business case. Manifesto for the Selling Revolution™ The only response to a revolution in how organizations buy is a revolution in how they are sold to. It is as simple and indeed as complex as that. things will never be the same again! For those sellers who are able to adjust there are opportunities. those species of seller unable to adjust are threatened with extension as industry roles and rules are over‐ turned. In short. In most cases that requires a revolution in selling. Sellers must re—discover what is hot in terms of sales and marketing – only this time by reference to the buyer.1 Welcome To The Revolution™ 4 | P a g e . As results from traditional sales methods go up in flames it is time for sellers to discover the techniques required to ignite the latent needs of their customers and unlock frozen budgets. hence the choice of the logo. Indeed. priorities and buying processes of buyers. The challenge for sellers is to turn the heat up on selling and to stop the freeze. by focusing on buying. This is the new benchmark for selling. When it comes to the business of buying. caution and control that dominated organizational buying in the slowdown is here to stay. how do you get revolutionary about selling? Well.
we are recognizing the fact that each stage of the sales process presents its own opportunities and challenges. So. The bottom line is that getting buyers to part with their money is more difficult than ever before and that reality is here to stay. It is essential to break selling down into all its various stages as each one presents it own specific opportunities and challenges. At its simplest the objective of selling is to generate leads and convert them through stages into orders and ultimately repeat orders. Nothing short of a revolution in all aspects of selling is required. in this way. for example. By breaking selling down into its component parts. rather than looking for a magic bullet in terms of meeting the changed needs of buyers. we will examine the specific implications at each stage of the sales process. as shown overleaf.1 Welcome To The Revolution™ 5 | P a g e . Ironically the solution to getting buyers to buy is to stop selling! Revolution At Each Stage Of The Sales Process When we say ‘in all aspects of selling’ we mean at all stages of the sales process. Lead generation poses very different challenges to closing. The challenge facing today’s seller is to distance him or herself from the traditional sales techniques that hinder. Fancy sales techniques and self‐serving sales processes won’t do it. The Selling Revolution™ S. Let us look at the stages of the sales process in a little more detail. That is from its genesis in terms of the lead to its zenith in terms of the purchase order and ultimately the repeat order. The overall rate of sales success is the sum of success at each stage of the sales process. rather than help the sophisticated buyer to buy. nor will the sales stereotype that buyers have learned to dread.
7 S. This is the first face to face encounter between buyer and seller.2 Five Revolutions In One – The Structure Of Part Two The Selling Revolution™ S. deepening of relationships and sales referrals. This is the ultimate prize – the repeat sale. Section S.11 The Sales Revolution™ is effectively therefore an umbrella term describing 5 different revolutions at each stage of the sales process − as shown in the diagram below.1: The Stages Of The Sales Process Stage Title Description This is the generation and management of leads from various sources. All those activities that run parallel to a target customer’s buying process– the process of nurturing and progressing a sales opportunity.10 S. This is the sales proposal. Fig.9 Stage 1 Leads Stage 2 Meetings Stage 3 Cycles Stage 4 Orders Stage 5 Repeat S.1 Welcome To The Revolution™ 6 | P a g e . 1. negotiation & closing – those activities aimed at winning the deal. Table 1.8 S.
We address the solutions to these challenges in Section 2: The Sales Leads Revolution and use the icon of the rolodex on fire to denote the move from cold leads to warm contacts. As a result they are increasingly in hiding. The result is sellers are left to do all the talking while buyers keep their cards close. as well as how orders are won. Section by section we will take take guidance from buyers as to new rules that apply. Are you concerned that more sales meetings are going nowhere? Traditional sales pitches are falling on deaf ears. Buyers will turn up. Each stage of the sales process must respond in its own way to the new requirements of today’s complex buyer. which of the 5 stages presents the greatest opportunities for your business? Before answering here are some questions to consider: Are your traditional lead generation methods coming up short? Buyers are facing a tsunami of cold calls and email marketing. A revolution in selling is required in terms of how leads are generated. The Selling Revolution™ S. but that does not mean they will open up or engage.1 Welcome To The Revolution™ 7 | P a g e . and of course all stages in between. Getting and keeping their attention is proving a real challenge. The future for buyer—seller encounters is discussed in Section 3: The Sales Meetings Revolution and to capture the spirit the icon of the appointment diary on fire is used. Key Opportunities And Challenges Which stage of the sales process is most challenged by the demands of The Buying Revolution™? More important still.
increasingly demanding buying process. features and benefits don't amount to a compelling business case. Have you noticed that customer satisfaction is useless to prevent customers leaving? Foolish notions of satisfaction fail to recognize that impact on the buyer's business is what matters. The Selling Revolution™ S. account management and customer relationship management. Are your sales proposals struggling to get projects sanctioned? Sellers are preparing sales proposals that are of little or no value in getting projects sanctioned.1 Welcome To The Revolution™ 8 | P a g e . with closing and negotiation getting an overhaul in Section 5: The Sales Orders Revolution. The checklist and organizational chart on fire are the icons used in Section 4: The Sales Cycles Revolution which shows how sellers can turn the complexity of modern buying in their own favor. After all. The icon used is of a proposal being shredded. Section 6: The Repeat Selling Revolution uses the icon of the handshake and injects new life into the areas of repeat selling. The seller must adopt a new role — to help the buyer to navigate their own. The sad reality is that few suppliers ever reach the coveted position of strategic partner. you on the outside looking in? The buying process trumps the sales process every time. as the seller. Do you often feel that.
Indeed. Upon reading this book you can choose from a total menu of more than forty opportunities to improve your sales success. as well as on what is proving most successful for other sellers. However. These questions above present some of the headline challenges of The Buying Revolution™ at each stage of the sales process. The New Rules of Selling The only truly effective sales technique is to help buyers to buy. these rules the focus of the remainder of this book. however the approach to identifying opportunities in this book is much more forensic. Each stage is addressed section by section. these buyer‐driven rules are already providing many sellers with a real competitive advantage. can also be demanding. In total there are 41 new rules — rules which while practical. To do this they must obey the rules — the new rules of selling. Based on how buyers want to be sold to. Here is a random selection of these new rules: • • • • • • • • • Turning lead generation from a pain in the neck to a jewel in the crown Getting buyers to open up and engage in sales meetings Speaking the new language of the buyer Adopting the role of an expert or trusted advisor Accelerating the sale by facilitating the underlying buying decision Transforming your sales proposal into a compelling business case Accessing those senior managers who have the final say Close more deals by helping the buyer to buy Developing as opposed to simply managing your existing accounts The Selling Revolution™ S.1 Welcome To The Revolution™ 9 | P a g e . so important are these opportunities that we have elevated them to the status of ‘rules’ – they are the requirements of today’s buyers and the future basis for competition. with seven to ten opportunities for improvement identified in each.
You will remember that in the Introduction we set the objective of a 33% plus increase in sales based on applying the rules or principles in this book. take what you find useful and leave what you do not need. They are at the heart of the problems faced by most sellers. Let’s start at the beginning. we challenge you to adopt. However.1 Welcome To The Revolution™ 10 | P a g e . That is to revolutionize all aspects of your sales process — from leads to repeat sales. the new rules of selling. or rules listed. To make the new rules of selling as easy to implement as possible we have broken them down under five headings that correspond to the key stages of the sales process as discussed earlier. not on the application of some magic bullet sales—wise. This figure is based. the focus of the next section. Are You Ready? Because action rather than words get results. over the next 30 days. we don’t even have to follow them. they can only break us. As sellers we don’t have to like the rules. but on the achievement of a modest 3% improvement in terms of the levels of activity and effectiveness at each of the stages and more specifically from the total of more than forty opportunities. The Selling Revolution™ S. that is the sales lead. we cannot break the rules. In doing so.
Be seen as a trusted advisor in the eyes of the buyer 4. Close more deals and increase win rates Methodology: Based on 1 million pages of best practice research.’ Who is it for? Sales managers and Salespeople How will you benefit? This Premium eBook will help you to: 1. Accelerate the sale by making it more compelling 6. What Readers Say: ‘Yes. benchmarking with hundreds of salespeople and research with buyers in 30 of the world's largest organisations. we were writing proposals that did not address the buyer’s business case demands… This book opened our eyes!’ ‘At first our reaction was ‘you mean we need to change the way we write sales proposals or pitch to clients?! However… there is no question but change was needed. That is 41 new rules that have implications for all aspects of selling – from sales leads to sales proposals and all steps in between.theSalesRevolution. The application of these new rules has the proven potential to boost sales by 35%.’ ‘Simple things replacing benefits with quantifiable results have made a big difference to how we sell.com Based on extensive research with those who make the purchase decision. Prequalify deals and improve forecast accuracy 7.Get your copy now www. Get in front of more of the right type of customers 3. Special Features: • Addresses all stages of the sale ‐ from the lead to the order • A total of 41 practical steps to boost your sales success • Packed with tools and checklists • FREE Section 1 of THE BUYING REVOLUTION™ Authors: Ray Collis & John O Gorman Rating: ***** Format: eBook Premium Pages: 264 pages Published: May 2010 . The Sales Revolution™ sets out the new rules of selling. Engage more fully with buyers and shape requirements 4. Forecast and prevent pipeline set‐backs and surprises 5. Write proposals that build a compelling business case 2.
as can be seen by the hundreds of articles. government agencies and educational institutions. John O’Gorman has been selling and consulting internationally for organisations such as Digital.sellerinsights. They come at selling from a new angle – that of the buyer. John and Ray act as sales advisers to ambitious sales organisations. Nilfisk. Compaq and Eontec (acquired by Siebel). That means they understand how sellers can turn the changes in the buying process. The B2B Revolution Appendix 347 | P a g e .com. they have a unique insight into buying in large organisations.buyerinsights. tips and techniques available at: www. Ray Collis has consulted to companies such as Smith + Nephew.ABOUT THE AUTHORS John and Ray are successful salespeople turned sales consultants.com and www. This is based on conversations with managers and buyers in some of the world's largest companies. Focused on the high value. the business case and the buying team to their advantage. They are prolific writers on the subjects of buying and selling. BT Wholesale and Norsk Hydro. He has Master’s and Bachelor’s degrees in Business and Marketing. B2B sale. He completed his International MBA in 2004 and holds a Bachelor of Commerce degree. or complex.
com 348 | P a g e The B2B Revolution Appendix . The letters ASG stand for Accelerated Sales Growth – the company's methodology for accelerating growth. Ireland. www.theASGgroup. In addition.THE ASG GROUP OF SALES CONSULTANTS John and Ray established The ASG Group in 2007 – a specialist B2B sales consulting practice helping sales managers to boost sales. The ASG Group Sales Consultants Dublin. indeed. The company's ground-breaking research with many of the world's largest companies clearly pinpoints those strategies. the company's extensive library of best practice and. skills and techniques most effective at winning the sale. The ASG Group uses this information to help managers to meet specific targets for win rates and sales growth. common practice in respect of sales and marketing enables managers to benchmark all aspects of sales team performance.
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