SPI观点：Ten Reasons Sales People Lose Deals
The following post is in response to the Harvard Business Review blog post: Ten Reasons Salespeople Lose Deals - Harvard Business Review
Dave Christofaro’s 10 reasons why salespeople lose deals:
No Decision – With the global economy growing slowly, it’s still critical for each business decision to be based on Value / ROI. One of the core fundamentals of Solution Selling® is Value, plus it includes Verifiable Outcomes—specifically, the Evaluation Plan—that enable a sales person to validate if the buyer commits to move forward toward a buying decision. When a buyer won’t commit to the steps in an Evaluation Plan, it may be an indication that a) a competitor is preferred or b) a No Decision outcome is likely.
Stalled Sales Cycle – Verifiable Outcomes enable a sales person to continually test / validate if a buyer is still moving forward in their buying cycle. If the buyer stalls, then the sales person can work to understand why and reallocate their time to other opportunities, thereby improving their efficiency.
Inability to Penetrate New Accounts – The business development tools in Solution Selling® improve penetration by a) targeting business issues (as opposed to product) and b) positioning Value.
Product Commoditization – The Consultative Dialogue Models (9-Block, 6-Block, 4-Block) in Solution Selling® integrate key differentiators to help enable a sales person to differentiate a product that may be commoditized.
Price vs. Value – The Value Cycle in Solution Selling® not only identifies an Initial Value Proposition, but the sales person works with the buyer ongoing to refine that value and have the buyer take “ownership” of it, thereby make it THEIR value as opposed to your value.
800 Pound Gorilla – While the “Gorillas” will certainly win their share of business, buyers must still prove value and ROI (see No Decision above) and the sales people that do that best, will win their share against the “Gorillas.”
“Nice-to-Have” Product – Again, this comes back to establishing value early (initial) and then refining it with the buyer so that they own it.
Internal Sale – The 1st step is to identify the buyer’s internal selling process and then support them as they work to navigate that process. Solution Selling® helps the sales person with this complex task by providing the following:
“Three Sales within a Sale”
Transition Issues & Capabilities Worksheet and Email
Administrivia – Solution Selling for CRM (SS4CRM) will align the selling process with virtually any CRM system
Pre-Sales Resources – Pre-Sales Resources are typically scarce so allocating them to an opportunity typically requires some level of qualification of that opportunity. Solution Selling® helps sellers and managers better qualify opportunities through PPVVC (Pain, Power, Vision, Value Control). If sales people apply PPVVC, then - a) their opportunities will be better qualified (or disqualified, meaning that little to no resources should be allocated) and - b) their request for pre-sales resources will be better justified.