The Secret Skill: How to Sell Testing

1. The Secret Skill:How to Sell Testing STPCon 2010 Presented by Jim Hazen

2. Introduction • Jim Hazen • Veteran of the Software Testing Trenches • Experience in software testing, both commercial and consulting work. • Why is it a “secret skill” • Why “sell” Testing?

3. Agenda • Current Perceptions • Salesman vs. Tester • What are we “selling” and Who do we “sell” to • Buyer Profiles • Selling Techniques and Communication Methods/Skills • Active Listening (ABL) and Always Be Closing (ABC) • Speaking “their” language • Effects & Benefits • Summary • Q&A

4. Current Perceptions • Testing • Immature process/function • Bottleneck • Gate Keepers • “Necessary Evil” • “QA” • Costly • Not Needed

5. Current Perceptions • Testing • “The people with the big sticks”

6. Current Perceptions • Testing • “Aliens who cannot communicate”

7. Current Perceptions • Sales People • Slimy and Deceptive

8. Current Perceptions • Sales People • Slick and Pushy

9. Salesman vs. Tester • When to be one versus the other • Or both • Combine them and use the strengths of each!

10. What are we “selling”? • Services • Detection, Prevention, Risk Management • Information • What is “defective”, how “good” is the product • Insurance • Good to have it when you really need it. • Project & Cost Benefits • Reduce Rework, minimize effects of Cost-to-Fix curve, keep the hemorrhaging of money under control • Customer satisfaction and retention • “Soft” dollar affects and benefits

11. Who are we “selling” to? • Who are our “buyers” • Project Management • Development • Marketing/Sales • Tech. Support / Customer Services / IT • C-Level and Sr. Management • End Users

12. Buyer Profiles • Project Management • Want to know will we make the date and are there any issues that will cause delays. • Development • Want to know how “good” is the system, what problems need to be fixed, and am I done yet. • Marketing / Sales • Want to know can the system be sold and how soon. • Tech Support / Customer Services / IT • Want to know is the system usable and what issues to look for.

13. Buyer Profiles • C-Level and Senior Management • Want to know the cost to company, before and after shipping • Will the product generate revenue • End Users • Want to know does the system meet my expectations and allow me to do my work without hindrance

14. Selling Techniques • What is the “Selling” process • Convincing a buyer to purchase… • Negotiating a deal / contract • Agreeing to work together for mutual benefit • Getting “Buy-in” • Techniques • Hard Sell • Use fear and pressure, limited time offer • Soft Sell • Explain benefit and seek cooperation, open timeframe • Objections and Closing the Sale

15. Selling Techniques cont. • Preparation • Practice and Role Play; practice makes the big difference in comfort & success. • Anticipate questions and have answers ready. • Bring printed materials if needed. • Appearance matters! • Be On Time! (BOT) • Consider your audience • Prepare a clearly written proposal, if needed, with details and summary.

16. Communication Methods/Skills • Methods • Verbal • Voice tone and volume, speak clearly & slowly, succinctly • Breath and Pause • Written • email, PowerPoint, Whiteboard • Non-verbal • Body Language & facial expression, attitude & presence in room, personal space (yours and theirs) • Listening • Active Listening, seeking to understand

17. Communication Methods/Skills • Skills • Personal • One on one, networking, etc. • Group • One to many in meetings, Presentations, etc. • Salesperson vs. Teacher • Convincing/Persuading vs. Educating/Informing • Introvert vs. Extrovert • Know when to draw yourself/others out and how much • Know when to give people time to speak versus when to intervene and move forward. • Always strive for clarity!

18. Active Listening & “ABC” • What is Active Listening • Attentive questioning and listening to other person • Always Be Listening (ABL) • Listen to person and not just “hear” them • Benefits of ABL • Always Be Closing (ABC) • Benefits of ABC • Techniques using ABL and ABC together • Words and Phrases • Body Language, presenting and interpreting

19. Speaking “Their” Language • Project Management • How much needs to be done and by whom • What has been done and the findings • What is left to be done and how long to do it • Will you make the schedule • Sell them on service, information and insurance • Development • Technical benefits • Insurance and Protection • Collaboration • Sell them on information and insurance and protection

20. Speaking “Their” Language • Marketing / Sales • Is the system “sellable” (stable/usable) • Sell them on insurance and benefits for revenue generation • Tech Support / Customer Services / IT • Is the system stable and usable • What are the issues and how to get around them • Sell them on information • End Users • How they benefit from a usable system and one they really wanted. • Sell them on being their advocate and insurance

21. Speaking “Their” Language • C-Level and Sr. Management • Money and Time • Cost Containment (not cost savings) • Early detection and reduction of Rework; help control the hemorrhaging of money on a project • Soft Dollar Impacts and Benefits • Customer Satisfaction • Perceived Quality; improved new and renewal sales due to system reliability • System stability reduces need for service packs, minimize post release costs • Allow company to keep more of its revenue

22. Effects and Benefits • Better communication and relationships with other groups outside of testing. • Clarity in communication • Focus on things that really matter (ABL) for the project • More collaboration and cooperation with other groups. • Testing seen as an integral part of the project cycle. • More involvement of testing in earlier stages of the project cycle. • Increased “Buy-in” from other groups, specifically senior management and the C-Level people. • Increased ability to be effective and contribute to the revenue stream (soft dollar impacts).

23. Summary • Why “sell” testing • What are we selling • Who are we selling to • Speaking in their language • Selling techniques • Communication methods and skills • Always Be Listening and Always Be Closing • Benefits

24. Q&A

25. Contact Info • Jim Hazen • Company: (www.connectedtesting.com) • Company email: jim.hazen@connectedtesting.com • Home email: calkelpdiver@gmail.com

26. References • “Channeling Your Inner Salesperson”, Linda Hayes, Stickyminds.com, June 28 2010. • “Communication Chameleons”, Selena Delesie, CAST 2010 Conference, 2010. • Myers-Briggs grouping definitions - http://en.wikipedia.org/wiki/Myers-Briggs_Type_Indicator • “SQA - Possibly the Highest Return Technology Investment that Executives Can Make”, Bob Burley, Ajilon Labs, http://www.aclabs.com/SQA_return_wp.pdf • “Selling to the C-Suite”, Nicholas A.C. Read & Dr. Stephen J. Bistritz, McGraw-Hill, 2010. • “Perfect Phrases for Sales Presentations”, Linda Eve Diamond, McGraw-Hill, 2010. • “Don’t Sweat the Small Stuff”, Richard Carlson, Ph.D., Hyperion, 1997. • “Attitude is Everything”, Keith Harrell, HarperCollins, 2003. • “How to Talk to Them”, Bob Burley, QAI Conference 2002 Proceedings, 2002.