Show... Then Tell (with Win Themes)

By Rachel Cavallo

The value proposition. It’s at the core of everything we sell, right? Value propositions come in many varieties, but essentially they are the statements that say, “You need what we have to offer, and we are uniquely positioned to sell it to you.” We’ve seen the statistics that tell us how important clear value propositions are to buyers… But is the value proposition statement alone enough?

Show Versus Tell

Recently, I had the opportunity to attend a writing workshop for parents of young writers. During this workshop, an author spoke about the importance of “showing” your audience what a character is thinking or feeling versus “telling” them outright. Apparently, many kids (and probably adults, too) tend to write things like “I was very scared” versus something more descriptive to engage the reader like…  “My knees were shaking, and I could barely breathe.” It got me thinking about how it is much more powerful to feel and experience a value proposition than to just read it or hear it in a presentation. 

Crafting Sales Messages

When we work with our clients on crafting sales messages for their customers, we start by encouraging clients to take their messaging beyond the singular value proposition statement. Generally, the value proposition is a statement that is very “we” focused – why our product is the best and why the customer should select us… 

To go beyond this level of thinking, we get our clients to think about the motivations of the individual decision makers and each criteria (rational or emotional) that might drive them to make a decision. Next, we ask our clients to think about their competitors and what value propositions they are offering the customer. Once we more closely examine these factors, we revisit the value proposition to ask, “it is enough?”

Generally, we need more. We need messages that will de-emphasize competitive strengths, counter competitive tactics, appeal to the motivations of the people who will be making the decision, and demonstrate that our offering is worth what we are asking for it. We brainstorm a list of these messages, and then we select the top 3-5 that will have the most significant impact. We call these win themes – they are more than just “we” messages – they are broad themes that set us apart across the entirety of our sales landscape. These win themes form the basis for how we execute our sales strategy.

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Making eLearning Work for the Busy Sales Professional

By Rachel Cavallo

So you need to train your sales force, but you want to minimize their time out of the field. eLearning is the perfect answer, right? In today’s world of cost and performance pressure, eLearning can easily become the silver bullet to “check the box” on sales training. After all, IBM saved $200 million, a 2/3 savings, by adopting a virtual training program for its employees (Source: IRRODL). But beware… you can easily make a significant investment that won’t move the needle as much as you think.

The other day I was sitting near a friend who had to complete “mandatory eLearning” on a new trend his company was trying to position with clients. As someone who is generally on the other end of these courses (the designing and building of them), I was fascinated by his running commentary. I listened to a few of the videos and heard some of his frustrations along the way, and it crystallized my perspective that there are some right and wrong ways to do eLearning.

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Getting The First Customer Meeting is Hard Enough – What About the Second One?

By Michael Perla

“It’s only getting harder to get a meeting with a decision maker today," the SVP of Sales was telling me, “and getting a second meeting can be even tougher.”  When I ask groups of sales professionals whether it’s harder getting a sales meeting with a decision maker or key influencer today, they all invariably agree that it’s harder.

These days, with the amount of information available online, a seller can’t be a ‘walking brochure’. And, when he/she initially engages with prospects or customers, they are often already behind the curve on their need if they didn’t create the demand.

The infamous 57% statistic from CEB research on how far along in the purchase process a typical B2B buyer is before engaging with a supplier has been debated (for example here and here). But the core message is very important.  If you didn’t create the demand or ‘write’ the RFP, you are already behind.

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5 Steps to Sales Onboarding Success

By Joni Santos

How can you design an effective onboarding program for sellers that accelerates their time to productivity, while reducing employee turnover? In our recent blog post, the Case for Sales Onboarding, we highlighted the sobering data around seller turnover, departure costs, recruiting costs, lost revenue, and new seller ramp time. We also emphasized the importance of establishing desired outcomes and milestones for a seller onboarding program, defining success according to five C’s: Clarity, Connections, Comprehension, Confidence, and Contribution. 

As each ‘C’ builds upon the last, you can implement them as you would follow steps in a process, recognizing that the journey may not always be clean and linear.  In this post, we expand on how to apply the 5 C's of Sales Onboarding Success.

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Top Performer DNA -- Knowing Your Sales Math

By David Szen

At Symmetrics Group, we regularly meet highly successful sales professionals and have developed a "Top Performer" series that highlights what the best and brightest people do to thrive in their respective fields. Our Top Performers book profiles 15 people with proven records of sales success in order to uncover “success DNA” that separates them from the pack. Not surprisingly, we found some common DNA – or success markers -- across these Top Performers, one of which is the knack for knowing their “sales math” inside-out, top-down, backwards, and forwards. 

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Sales Coaching Collision – Old School Meets New School

By David Szen

At a recent workshop I engaged in a conversation involving three parties, each from a different generation. Representing Generation X, I approached a Baby Boomer Sales Manager and a Millennial Seller discussing the ideal amount of activities required to fill out a “robust” pipeline. It quickly became clear that the Manager did not feel that the Seller was getting in front of enough prospects.

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Work Hard, Play Hard – The Annual Sales Meeting Mentality

By David Szen

If you hang in a professional sales, consulting or sales leadership role long enough you will spend a few weeks of your life at the ANNUAL SALES MEETING.  You know, the ones with clever themes that are going to make you feel like changing the world: “Aim Higher,” “Deliver,” “Innovate and Motivate,” “All Together,” “Amp it Up.”  I could go on forever about the time and money companies spend to differentiate their yearly sales rendezvous - I have the t-shirts, water bottles, bag tags and pens to prove it - but at the end of the day, these meetings share a common purpose that usually boils down to a combination of the following:

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Do You Run a Sales Team or a Group of People Who All Report to You?

By Rachel Cavallo

Whenever I am at a sales conference, I notice one prevailing theme.  Salespeople love to interact with each other and share ideas.  During breakout sessions, when we give salespeople an activity that involves sharing their experiences and asking for feedback from their peers, we observe so much engagement and enthusiasm… and often a reluctance to turn back to the instruction at the end of the activity.  To build on that, most surveys that we receive post sales meetings show that the sellers want more opportunities to share with and learn from their peers.

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The Millennial Sales Pursuit – You Spin Me Right ‘Round

By David Szen

In consulting, we have the pleasure of working with clients across a variety of industries who share interesting stories.  Every once in a while you hear a story that makes you stop and think about the traditional ways we try and advance a sale. Here is one of those such stories…

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The Five Disciplines Top Sales Performers Master

By Symmetrics Group

We asked the best of the best of our sales superstar network to tell us what drives their off-the-charts performance.

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