|By Sharon Drew Morgen||
|December 16, 2012 10:30 PM EST||
Someone called recently to ask if I were a ‘sales thought leader’. I laughed. “It’s a trick question,” I replied.
The term ‘sales thought leader’ is an oxymoron. As the person who developed a sales-related model to facilitate the behind-the-scenes aspects of the buyer’s decision path that can’t be addressed by the sales model (Buying Facilitation®), I’ve sought partners to think outside the box with me. Before he died, David Sandler called to buy me out, saying he thought he’d gone outside the box but hadn’t realized how far ‘outside the box’ was until he read my then-latest book.
So, in my map of the world, there has been nothing new in the field of sales since the Serpent convinced Eve to eat the apple.
WHAT HAS CHANGED?
The internet has made it easier to find prospects. But the field continues to push solutions at the wrong time and ignores the real influencing capability that’s possible far earlier in the buying path. The same-old same-old focus prevails, even in the face of decades, if not centuries, of inadequate results, rendering the term ‘sales thought leader’ moot:
Appointments: Most sales initiatives prospect by attempting to get an appointment, thereby eliminating a huge percentage of real prospects (appx 90% decline, many of whom could be buyers). Thought leaders would define prospects as those who WILL buy rather than who SHOULD, and begin conversations by immediately helping prospects navigate their decision/change journey and enlist the entire Buying Decision Team. The appointment will be requested by the Buying Decision Team and then they are ready to buy!
Solution placement focus: Throughout history, the sales model has assumed that where there is a ‘need’ there’s a buyer – obviously a faulty assumption: The sales model closes approximately 7% of B2B sales regardless of the industry, or size/type of the solution or price. Can you think of any other profession that accedes to that level of failure? Doctors? Airplane safety? Imagine American Airlines advertizing that they have safe flights 8% of the time! Even a baseball player needs at least a 30% success rate! Entering with a solution placement focus – the end before the beginning! – ignores the idiosyncratic buying decision path that starts with an idea and demands appropriate buy in. A thought leader would start with a change management focus.
Disregard of systems: Buyers live in systems of rules, people, history, and a status quo that overrides – and must be included in – change. And a buying decision is a change management problem. When sellers attempt to ‘understand need’ and find those who should buy, they are pushing change into a closed system and get the resistance (homeostasis) that all systems revert to when threatened. And don’t kid yourself: buyers don’t ‘need’ you or they would have bought your solution already: they already have some sort of work-around that’s ‘good enough.’ A thought leader would enter immediately as a part of the system, facilitate buy-in and the change management process, and discuss solutions only when everything was aligned, thereby avoiding resistance.
Incentives, compensation packages: By compensating for closed sales regardless of the number of good prospects lost, the inordinate amount of time to close, or the number of good clients lost that must be replaced, we perpetuate the numbers game. My clients, using Buying Facilitation®, close in 1/2 the time. A thought leader would know how to close more sales in less time and make more money.
BUY-IN FIRST, SOLUTION LAST
Until buyers manage the behind-the-scenes change issues and get buy-in from everyone who touches the final solution, they cannot buy. Yet we continue to seek appointments merely to explain how great we are (and ‘understand need’…so we can explain how great we are), and disregard their start-to-finish decision path, merely perpetuating failure. And wasting valuable seller’s time.
Sales thought leaders would have a different set of beliefs, skills, and outcomes:
1. focus on discovering and creating prospects who WILL buy, overlook those who can’t ever buy, and know the difference – on the first call;
2. on the first call, create and enter onto the Buying Decision Team and facilitate buy in issues (with the tech team, user groups, HR, or whomever touches the solution);
3. discuss needs and solutions only when the Buying Decision Team buys in to change (and are made ready in ½ the time by the seller);
4. marketing automation and lead gen would lead buyers from an idea to solution choice.
Currently sellers wait, and hope, for a sale to close, following prospects around for months and years without knowing which ones will close and going through hoops and time wastage to ‘close the sale’. Why? Because they sales doesn’t facilitate the private non-solution-related private decision issues along the decision path. So the only prospects who buy are those who show up having already achieved necessary buy in. And, unfortunately, the time it takes them to accomplish this is the length of the sales cycle.
But we can change this. A sales thought leader would have two sets of skills: one to manage change, and one to sell a solution. They would enter the conversation with: “How would you and your buying decision team know when it was time to add new banking services to the ones you’re using for those times your current bank couldn’t support you?” for example. And when the change management/buy in process is completed, their solution would fit in immediately (with no proposals or competition or objections) or not.
So I guess I’m a sales thought leader. But I sure wish there were others in the field to play with. Fighting the status quo has been a dark and lonely job for 25 years. Anyone want to join the leadership team with me?
SYS-CON Events announced today that Numerex Corp, a leading provider of managed enterprise solutions enabling the Internet of Things (IoT), will exhibit at the 19th International Cloud Expo | @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Numerex Corp. (NASDAQ:NMRX) is a leading provider of managed enterprise solutions enabling the Internet of Things (IoT). The Company's solutions produce new revenue streams or create operating...
Sep. 25, 2016 12:45 AM EDT Reads: 1,922
Information technology is an industry that has always experienced change, and the dramatic change sweeping across the industry today could not be truthfully described as the first time we've seen such widespread change impacting customer investments. However, the rate of the change, and the potential outcomes from today's digital transformation has the distinct potential to separate the industry into two camps: Organizations that see the change coming, embrace it, and successful leverage it; and...
Sep. 25, 2016 12:45 AM EDT Reads: 1,024
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
Sep. 24, 2016 09:45 PM EDT Reads: 1,598
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Sep. 24, 2016 09:30 PM EDT Reads: 3,319
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...
Sep. 24, 2016 09:15 PM EDT Reads: 1,198
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
Sep. 24, 2016 08:30 PM EDT Reads: 1,435
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
Sep. 24, 2016 08:00 PM EDT Reads: 1,646
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...
Sep. 24, 2016 07:00 PM EDT Reads: 2,786
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
Sep. 24, 2016 06:45 PM EDT Reads: 1,472
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
Sep. 24, 2016 04:30 PM EDT Reads: 1,509
SYS-CON Events announced today that China Unicom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
Sep. 24, 2016 01:30 PM EDT Reads: 1,675
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
Sep. 24, 2016 01:00 PM EDT Reads: 1,485
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
Sep. 24, 2016 12:00 PM EDT Reads: 763
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Sep. 24, 2016 12:00 PM EDT Reads: 766
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
Sep. 24, 2016 11:45 AM EDT Reads: 1,030
SYS-CON Events announced today that Pulzze Systems will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.
Sep. 24, 2016 10:45 AM EDT Reads: 1,720
IoT is fundamentally transforming the auto industry, turning the vehicle into a hub for connected services, including safety, infotainment and usage-based insurance. Auto manufacturers – and businesses across all verticals – have built an entire ecosystem around the Connected Car, creating new customer touch points and revenue streams. In his session at @ThingsExpo, Macario Namie, Head of IoT Strategy at Cisco Jasper, will share real-world examples of how IoT transforms the car from a static p...
Sep. 24, 2016 10:30 AM EDT Reads: 1,475
Big Data has been changing the world. IoT fuels the further transformation recently. How are Big Data and IoT related? In his session at @BigDataExpo, Tony Shan, a renowned visionary and thought leader, will explore the interplay of Big Data and IoT. He will anatomize Big Data and IoT separately in terms of what, which, why, where, when, who, how and how much. He will then analyze the relationship between IoT and Big Data, specifically the drilldown of how the 4Vs of Big Data (Volume, Variety,...
Sep. 24, 2016 10:00 AM EDT Reads: 913
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, will discuss how VPaaS enables you to move fast, creating scalable video experiences that reach your...
Sep. 24, 2016 09:00 AM EDT Reads: 776
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
Sep. 24, 2016 09:00 AM EDT Reads: 1,523