consultative selling in the cloud andrew pryfogle svp, cloud services & complex bids intelisys,...

Consultative Selling in the Cloud

Andrew PryfogleSVP, Cloud Services & Complex Bids

Intelisys, Inc.

Intelisys Confidential – Do Not Distribute to Third Parties

• 9:00 – 9:10 – Intros• 9:10 – 9:30 – Polycom Video Strategy• 9:30 – 9:45 – Setting the Stage• 10:00 – 10:45 – The Initial Engagement• 10:45 – 11:00 – Fast Track Alternative• 11:00 – 11:30 – Terrapin Method• 11:30 – 11:45 – Break• 12:00 – 12:30 – Solution Design & Proposal• 12:30 – 1:00 – Close

Agenda - PDT

2 Intelisys Confidential

Why a Consultative Approach?

• Mutual commitments

• Focuses on process and not outcome

• Broadens contact and participation at critical DM/influencer level

• Emphasizes trial closing to uncover and validate objections

• Establishes sales campaign momentum early and maintains through to close

• More efficient, uses resources wisely

• Improves selling process “performance ratios”

• Reduce selling cycle

3Intelisys Confidential

The Engagement Process

80%

Close

Design

Proposal

Discovery

1st Engagement

80%

100%

30%


The First Engagement

• Agenda– Overview– Initial Discovery– Process Description

• Decision Point– Next Steps

5

Process Path

Decision

Terrapin Method

Fast Track

More ComplexMore Discovery NeededMulti-supplier IntegrationTCO Driven

Simpler ApproachClear RequirementsDefined TimelinePrice Driven

Intelisys Confidential

The 1st Engagement

Objectives Desired Outcome Tactics

• Qualify opportunity for technical and business alignment

•Total telecom spend, what does it mean•Target markets/customers•Competitors•Technology adopters•# and locations of other offices•Lease obligations/term contracts

• Educate and motivate•Demo•Reason to engage

• Sell consultative process, not features

• Make deliberate decision (yes or no) to proceed to Discovery, based on

•Mutual commitment to process•No obvious disqualifiers

• Gain visibility to obvious business and technical barriers

• Agreement to proceed with the process

• Sponsorship/support for access to people and information

• Names of key executives and department heads for Discovery

• Date and time certain for Discovery activities

• Open with a Proposed Agenda

• Conduct a Short Presentation

• Ask Initial Discovery Questions

• Make Process Path Decision

• Close for commitment to process

• Establish sales campaign momentum•Set date and time certain for next meeting to conduct Discovery•Confirm purpose/objectives of next meeting

• Agree on Process Timeline• Start at desired implementation date and work back from there.


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1st EngagementProposed Agenda

• Agree on available time

• Business Context

• Customer Discovery

• Next StepsProcess Path Decision

“How much time do we have today? I want to make sure we respect that.”

“Next, I’d like to ask you a number of questions to learn more about your

business.”

“So that we have the right context, I want to begin our conversation by giving you a brief overview of who we are, and what we do around Cloud & Carrier Services.”

“Finally I would like to end the meeting by discussing a process that might make sense for us to engage in together and

what the next steps might be.”

“Does this agenda make sense? ..yes

Great, lets get started.”


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Intro Deck/Prezi


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Initial Discovery

• Probe for understanding of their business• Focus on questions that help you understand

their:– Business (products, services)– Markets– Customers– Competitors– # and location of offices

• Approximate (total) communication & IT costs• Obvious disqualifiers

– Too big– Too small– Long term contracts


10

Initial

Discovery Tool

Terrapin Solutions Confidential

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Process Path Decision Point


Process Path

Decision

Terrapin Method

Fast Track

• Setting up the “2 Questions”• Built on Mutual Commitments• Discovery with multiple

people/departments• Focuses on Trial Closing

throughout• Likely singular solution• Likely has TCO component

• Clear needs defined• Clear supplier/solution fit• Clear articulation of process• Built on Mutual Commitments• Results in 2 to 3 potential solutions

Hosted VoIP, SIP Trunking, Basic Call Center, Basic Server Hosting, Hosted

Exchange

Hosted UC, Advanced Call Center, VDI, IaaS, BCDR, Data Backup

12

Next Steps - “Fast Track”

“I would like to describe a consultative process that I propose we jointly commit to.

It’s clear we’ve determined you have an immediate need for X (insert solution need here, i.e., replacement to your current phone system, data back-up, hosted exchange, etc.)

I’m confident I can help you.

The process that I follow is very straight-forward and requires a few things from both of us.

1) I’ll review the needs & priorities that we’ve discussed today and evaluate which of our portfolio suppliers have the best fit.

2) I’ll engage with 2 to 3 of our suppliers and have them design and price their recommended solutions.

3) I’ll come back to you with a summarized view and comparison of those solutions

4) I’ll work with your chosen supplier on any changes or modifications to the final solution

5) I’ll advocate on your behalf for the best pricing and terms available6) I’ll work with the chosen supplier to ensure key dates and deliverables are met

and that your expectations are exceeded.Intelisys Confidential

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Mutual Commitments

We would like your commitment to three things:

• 1) Your support in collecting the right information and requirements so that I can secure the most accurate solutions.

• 2) Your support in scheduling a meeting (teleconference) with the key influencers and department heads that will be impacted by our solution, to present our findings when we are finished, and …

• 3) Your commitment to a timely decision, yes or no, once we have presented our recommendations.

In your opinion, do you feel this is a reasonable approach?


14

Next Steps - “Two Questions”

“I would like to describe a consultative process that I propose we jointly commit to.

The process is designed, with your support, to determine the answer to two questions:

1) Is there a valid application for our solution in your company?

And…

2) If yes, how precisely will your company benefit?

The benefit must be expressed in terms of communication, process and productivity improvements, as well as hard dollar financial justification.”


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Mutual Commitments

We would like your commitment to three things:

• 1) Your support in getting access to people and information to collect requirements and build the business case

• 2) Your support in scheduling a meeting (teleconference) with the key influencers and department heads that will be impacted by our solution, to present our findings when we are finished, and …

• 3) Your commitment to a timely decision, yes or no, once we have presented our recommendations.

In your opinion, do you feel this is a reasonable approach?

Our commitment is two-fold.

• First, we will expend the resources to collect and analyze the information, design a solution to meet the requirements, and provide a business case justification for implementing.

• If we find there is not a good application or that we can not financially justify it we will tell you, stop the process, and recommend that you not proceed.

• If we do find good answers to the two questions we will present our recommendations, including the justification, and ask for the go ahead to proceed.


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Closing 1st Engagement – Setting Momentum

• Don’t forget to set a date and time certain to begin Discovery

– Make sure you have agreement on who you will be meeting with

– Make sure you have agreement on what you expect to achieve

Next Step Defined: What’s next, with whom, by when, to accomplish what objective?


Discovery


• Through Discovery, establish contact base at decision influencer level.

•Collect user needs/practices•Collect all relevant telecom cost information•Qualify/quantify the “impact” of problems on the business

• Confirm decision/contract execution process

•Internal sign-off process and time interval•Decision criteria biases•Who is involved

• “Sell” consultative, “Two Question“ process to influencers/DM’s

• Trial close significant influencers/dm’s for agreement to participate in Proposal Presentation

• Confirm no business or technical alignment disqualifiers

• Confirm mutual commitment to proceed to Proposal presentation meeting. (maintain momentum)

• Broader communication and relationship inside account at significant influencer/DM level.

• Collect user requirements, technical requirements, network details and/or diagrams, and financial info needed to design solution and prepare business case.

• Buy-in to the consultative ‘Two Question” process from decision influencers.

• Commitment to participate in presentation of proposal from decision influencers.

• Customer begins reference checking

• Explain “Two Question” process and purpose to those you meet with.

• Use Discovery tool to probe for:•Business discovery•Financial discovery•Application discovery•Technical discovery

• Provide references and Customer Agreement to begin review process

• Confirm participation in proposal meeting to present findings, recommendations, and justification.

• Set date and time certain for Proposal presentation meeting


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Discovery Tools


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Discovery

• Do’s:

– Ask relevant questions– Probe for full understanding– Attempt to quantify impact of problem or

value to company of solving the problem

• Don’ts:

– Sell features– Waste time– Ask redundant questions


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Supplier MatricesIaaS, CaaS, ITaaS


Design


• Validate discovery findings with primary contact (optional)

• Make Supplier determinations

• Process ICB issues

• Design/configure solution

• Analyze telecom expenses and prepare business case

• Prepare proposal including:•Solution diagrams•Quote•TCO•Proposal doc and PPT presentation

• Solution recommendation that meets user needs and technical requirements

• Proposal that summarizes requirements, describes how you meet them, and provides business case justification including:

•Productivity improvements•Soft-dollar impact•Hard dollar financial justification

• Customer completes reference checks and contract review

• Validate discovery findings with primary contact. (if needed)

• Use available tools and resources to produce professional solution design and proposal.

• Complete ICB process if necessary.

• Confirm reference checks and contract review are completed or in process.

• Confirm proposal date and participants.


22

Review of

Proposal Template


Proposal PresentationObjectives Desired Outcome Tactics

• Conduct proposal meeting in accordance with established agenda.

•Summarize process and original objective to find answers to “Two Questions”.•Present proposal and business case to target audience.•During presentation, reinforce capabilities that address specific customer needs and describe impact on the business.•Present recommendation to proceed based on outcome of the process.

• Trial close confirming you have delivered on promised commitments.

• Close for commitment to proceed

• Convince customer that the logical conclusion to the process is to proceed with implementation of the recommended solution

• Focus on the process•Reinforce original objectives and mutual commitments•Emphasize the process has been thorough•Trial close for agreement on critical points

• Trial close for customer agreement to accept recommendation and proceed with implementation.


Close


• A logical conclusion to a sequence of events

• Complete contract execution

• Begin implementation preparation

• Explain next steps in implementation/provisioning process

• Referrals

• Secure copies of executed contract

• Move focus of conversation and process to implementation preparation

• Stay focused on completing tasks

• Explain referral program and ask for referrals

• Ask for the Order… set date and time certain to pick up completed Agreement.


25

Strategic Account PlanScore Your Opportunity


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Pitfalls to Avoid

Choosing a “Fast Track” path just because its easier

Choosing a “Terrapin Method” path when its not necessary

Not getting “process buy-in” on the front-end Not winning over IT as your champion Not spreading out in the organization Leaving the first engagement without agreeing

on a time and date certain for the next step Not establishing a set timeline for the process Leaving process to chance & pure instinct


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Handling Objections“Suppose for a Moment…”

Step 1: Find the Objection & Take Temperature of the Prospect

– Probe with a Trial Close– Expose Objection– Test/Validate the Objection by Restating the Expressed Concern/Issue

Step 2: Convert Objection into a Question– “Suppose for a moment, X was not a concern, then in your opinion…”

Step 3: Answer Question with a Benefit Statement

– Probe with a Trial Close


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Handling Objections

L isten

A cknowledge

E xplore

R espond Feel, Felt, Found


29

Objections

Effective Responses

Terrapin Solutions Confidential

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Can’t Overcome an Objection?

Objection: Something you can’t overcome

You’ve listened

You’ve validated that it’s a real objection

You don’t have a good answer

“Then the question is, does it make sense to move forward with our solution in order to …(list the top 2 to 3 benefits) in spite of the fact that we can’t do X?”


• DirectRarely engage unless have 3 to 1 advantage

• IndirectRefine buying criteria

• DivisionalCan’t convince them to throw out PBX

• ContainmentPosition traps & F.U.D.s

Art of War – Sun TzuCompeting to Win

Terrapin Solutions Confidential31

• Ask the tough questions you don’t want to hear the answers to.

• Find ways to prove you listened• ABTC (always be Trial closing)• Sweat the Small Stuff….pay attention to details• Maintain Sales Campaign Momentum…set the

next step• Process Matters…

– Do the right thing, in the right order, at the right time, every time, no exceptions, no excuses.

Keys to Being a “5-Percenter”


Intelisys Confidential – Do Not Distribute to Third Parties

THANK YOU!!!!

consultative selling in the cloud andrew pryfogle svp, cloud services & complex bids intelisys,...

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