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The Sixth Wave: Making Sales Personal (again)

In the era of the Sixth Wave, where open and hyperconnected digital landscapes redefine sales, Clive Ryan, Director for Northern Europe, explores the evolution of the sales organization. Delivered at the Sales Leaders Briefing by the Sales Institute of Ireland in March 2014, this presentation delves into the historical shifts in sales dynamics—from the age of Producers to Collectors—and emphasizes the importance of personal connections in modern sales strategies. Embrace the future of sales by adapting to breakthrough techniques that prioritize relationships and customer engagement.

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The Sixth Wave: Making Sales Personal (again)

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  1. The Sixth Wave: Making Sales Personal (again)

    The Sales Organization in an open, hyperconnected, digital world Clive Ryan – Director – Northern Europe March 12th 2014 – Sales Institute of Ireland – Sales Leaders Briefing
  2. Breakthroughs in Sales 100 years ago: Producers vs Collectors 1925: The Psychology of Selling 1970’s: Consultative Selling 1980’s: The Purchasing Revolution 2000’s: The Challenger Sale
  3. Assertion ♯1: Learnings from Online….The Multi Touch Purchase Path Applies to Offline B2c…and B2B Sales
  4. Who got me to New York?
  5. Assertion ♯2: Moving from a focus on Inputs,to a focus on Insights
  6. Drivers of Customer Loyalty
  7. Seller’s Profiles
  8. The New World of Sales The customer expresses a desired need The customer is in a state of uncertainty Qualification Criteria Identify a stakeholder with the authority to spend Identify a stakeholder who is open to change and can influence decision makers Stakeholder Selection Demonstrates the value your solution provides relative to competitors offerings Disrupt the customer’s thinking and assumptions about it’s business Nature of the conversation
  9. The Challenger Always has a different view of the world Understands the customer’s business Loves to debate Pushes the customer
  10. How most clients describe a Challenger Offers unique & valuable perspectives on the market Educates me on new issues and outcomes Helps me navigate alternatives Provides ongoing advice and consultation Helps me avoid potential land mines Easy to buy from Widespread support for provider across my organization
  11. A confident and provocative statement of fact or belief. It is insightful and relevant – makes them care.
  12. What makes a good assertion? Provokesthought Makesrelevantcomparisons Based on insight and has relevanceto theclient’sbusiness Tells the client something they don’tknow orhaven’tthought of
  13. Developing an assertion Identify a trend or insight in the client’s industry Something you personally have seen Something you have heard about Something the client has mentioned Personalize it to their business to capture interest Based on insight and has relevance to the client’s business
  14. Developing an assertion Open their mind to think about their situation in a new way Connect your insight to their issue Include the challenge or opportunity you see, the potential impact, and the need it creates Back up your claims with relevant Facebook, industry, or demographic statistics Provokesthought
  15. Developing an assertion Highlight how the client can optimize their current solution Leverage Facebook’s unique capabilities Tells the client something they don’t know or haven’t thought of
  16. Developing an assertion Introduce (high level) a Facebook solution they haven’t considered to solve a challenge or capitalize on an opportunity Share an example: What similar companies or companies with similar challenges are doing How you can or have addressed the issue – and the impact the solution has had on business The impact of the new idea vs. the status quo Makes relevant comparisons
  17. Assertion ♯ 3: Moving from a Sales Mindset to a Customer Coaching Ethos

  18. Identifying 7 Typical Clients

  19. GG Go-Getter G Guide B Blocker V Visionary C Climber F Friend S Skeptic 7 types of customers
  20. F Friend G Guide V Visionary 1 person can fit multiple profiles
  21. The life of a deal Single Stakeholder Agreement Organizational Consensus Moving from Vision to Decision and Action

  22. Coaching the client

  23. It’s not just who you talk to; it’s also what you talk to them about
  24. Stakeholder goals Purchasing criteria Org charts What most salespeople talk about
  25. Unique insight Arming clients with information Guidance on how to navigate process Where challengers ALSO focus
  26. Recap of our day – key themes Embrace your role as a Challenger salesperson Focus on mobilizers to drive your business forward Go Getters Visionaries Skeptics Mobilize your clients with assertions (insight) Identify talkers and develop strategies to navigate around them Remember to watch for things like engagement, asking questions, and their ability to drive action Arm your clients with information they can use to drive consensus within their organization
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