PRODUCT POSITIONING DOCUMENT Solution Selling®

1 _____ PRODUCT POSITIONING DOCUMENT Solution selling PRODUCT POSITIONING DOCUMENT : Solution selling Solution selling , Inc. 2007 PAGE 2 ABSTRACT: Solution selling is a client-focused sales process in which the selling activities involve direct contact with prospective buyers. The intent of Solution selling is to help salespeople identify a prospective buyer s business problem within an opportunity and lead the buyer to self-conclusion of how they can solve the problem utilizing the salesperson s capabilities and the value of doing so thus leading to a Solution .

2 Solution selling is a collection of methods that includes tools, job aids, techniques, and procedures that help salespeople and team members align their selling activities to the steps of a buyer/buying organization s process. OBJECTIVES: Upon completion of this workshop participants will be able to: describe the psychological aspects and phases of how buyers buy recognize the difference between latent and active opportunities and how each type should be approached from a seller perspective conduct pre-call planning and research prior to engaging in opportunities stimulate interest in prospects leverage past successes to initiate new opportunities demonstrate their credibility with the customer create or reengineer customer buying visions based on the strengths of their offerings gain access to power people within an opportunity better control the sell cycle

3 Improve their chances of winning competitive opportunities shorten sell cycles negotiate the steps leading to closure of a sell cycle manage their own territory calculate a more accurate pipeline TARGETED PARTICIPANTS AND RATIONALE: Salespeople (account managers, consultants, etc.) Solution selling provides value to anyone in the sales role regardless of their opportunity type or what they are selling . That being said, Solution selling was designed to help the sales professional execute the sales steps of an opportunity where uncovering and diagnosing business issues, gaining access to power, demonstrating the value of the offering, managing and negotiating the steps of a complex sale cycle are required.

4 Marketing professionals The Solution selling methodology includes job aids and tools that provide marketers with a unique opportunity to align with their sales team. By understanding Solution selling , they can equip their organization s salespeople with the right messages for the right buyers at the right time, and in turn, achieve their own marketing objectives more easily. Sales support specialists Many companies hire subject matter experts who understand the details of a particular PRODUCT or service, or who have expertise in a specific industry, to support salespeople in diagnosing buyer needs, demonstrating the value of their offerings, or other sales-related activities.

5 PRODUCT POSITIONING DOCUMENT : Solution selling Solution selling , Inc. 2007 PAGE 3 Although they may not be responsible for closing sales opportunities, sales support specialists play a key role in winning many complex sales campaigns. These professionals can benefit from understanding how they can apply the Solution selling methodology, which will result in their own improved performance. Sales management These first and second line managers should be included in the sales training to show commitment to the implementation but more importantly to become knowledgeable in the aspects of Solution selling , the process and job aids that they will need to which they will manage, inspect and coach.

6 Partners and alliances Many companies form partnerships or alliances with third-part organizations, so that they can provide better solutions to joint customers. An understanding of the Solution selling methodology will help organizations to sell those partnered offerings more effectively. BUSINESS ISSUES AND POTENTIAL BENEFITS DERIVED: Increase win odds and sales revenues by: improving opportunity qualification and disqualification improving prospect targeting and messaging during business development having more consultative dialogue with prospective buyers demonstrating quantifiable value of the organization s offerings increasing the chances of winning competitive opportunities more effectively negotiating during and at the close of an opportunity using job aids that help salespeople align with buyers and improve the quality of information exchange at all stages of a sell cycle Reduce cost of sell by.

7 Shortening sell cycles through maintaining control over opportunities shortening sell cycles by gaining faster access to power increasing the efficiency in the use of company resources Improve forecasting by: improving opportunity qualification and disqualification Establishing win odds associated with reaching sales process milestones Consistently grading the status of opportunities in the pipeline based on buyer actions PRODUCT POSITIONING DOCUMENT : Solution selling Solution selling , Inc. 2007 PAGE 4 TOPICAL AGENDA: Note: This 4 day Topical Agenda contains similar content and exercises as the 3 day agenda.

8 Both include a final case study presentation. The 2 day agenda has condensed material with no case study but rather instant exercises. DAY 1 Module: Introduction and Key Concepts Objectives: Describe the importance of utilizing a sales process Describe the key components of a sales process Articulate the characteristics of situational fluency Define key selling skills, terms and basic principles that underlie Solution selling Describe how buyers buy procedurally and behaviorally Describe four levels of buyer need and the actions required to navigate each level Exercise(s): Perform an introductory exercise focused on introducing themselves and their top selling challenge(s) Module.

9 Conduct Pre-call Planning and Research Objectives: Employ best practices around pre-call planning Leverage specific sources to conduct customer-research Identify and define customer pain and depict how it flows throughout a buying organization Describe roles and characteristics that key customer individuals may play in an opportunity Use specific job aids and information sources to assist in pre-call planning activities; including: Account Profile Key Players List Pain Chain Exercise(s): Conduct a Pain Chain lab focused on demonstrating organizational interdependence for a typical situation Conduct an Opportunity Exercise focused on: Developing a profile of your selected account Depicting the organizational interdependence within the account/opportunity Module: Stimulate Interest Objectives.

10 Describe the keys to effective business development and elements to avoid when prospecting Describe best practices for executing sales-driven and marketing-driven business development strategies PRODUCT POSITIONING DOCUMENT : Solution selling Solution selling , Inc. 2007 PAGE 5 Use specific job aids to attempt to stimulate interest with prospective buyers including: Business Development Letters and Prompters Reference Stories Value Propositions Exercise(s): Conduct an Opportunity Exercise focused on determining a business development strategy supported by building stimulating interest job aids Module: Define Pain or Critical Business Issue Objectives.