Preparing Champions and Quantifying Pain

In this episode of the Revenue Builders Podcast hosted by John McMahon and John Kaplan, our special guest, Anne Gary, the Managing Director at Force Management, is back again to discuss the intricacies of decision criteria while mastering the role of champions in sales success. Delving into the depths of sales strategy, they explore defining decision criteria, aligning it with customer needs, and differentiating products effectively. John McMahon, John Kaplan, and Anne Gary navigate through the risks of scope creep in Proof of Value (POV) or Proof of Concept (POC) stages, emphasizing the importance of formalizing criteria and engaging stakeholders. Discover the critical role of champions in aligning criteria with business outcomes, understanding customer pain points, shaping compelling points of view, and leveraging their influence to drive sales success. This insightful discussion equips sales teams with actionable strategies and anecdotes to secure customer engagement and ace the sales process.

Tune in to this conversation with John McMahon and John Kaplan on the Revenue Builders podcast.

HERE ARE SOME KEY SECTIONS TO CHECK OUT

[00:03:12] Decision criteria are specific requirements and quantifiable metrics used by customers to evaluate potential solutions.
[00:04:21] Aligning product differentiators with decision criteria enhances the chance of winning the validation event.
[00:06:38] Differentiation strategies include unique, valuable, and comparative differentiators, but vigilance is needed as these can become targets for competition.
[00:12:39] Scope creep in decision criteria introduces more risk, necessitating continuous monitoring and alignment with evolving customer needs.
[00:19:06] The process of defining decision criteria begins in the discovery stage, involves scoping and champion involvement, and should be finalized with the economic buyer's approval.
[00:22:28] Challenges arise when criteria change, warranting a deeper understanding of who influenced the change and why.
[00:23:09] Champions need to be prepared for objections in advance to increase the chances of success in complex sales cycles.
[00:26:06] Keeping champions prepared ensures successful meetings and sustains their support for the sales process.
[00:27:02] Understanding and quantifying pain points during discovery and scoping stages are vital for success.
[00:32:50] Summarizing and understanding customer problems helps in overcoming seller deficit disorder.
[00:33:27] Constructing a pain matrix aids in prioritizing and solving identified pain points promptly.
[00:37:41] Adapting to changing criteria by utilizing pain matrices enhances adaptability and customer understanding.
[00:39:36] Champions play a key role in influencing stakeholders and formalizing decision criteria.
[00:43:04] Champions' timely feedback is crucial for addressing challenges and managing stakeholder expectations.

ADDITIONAL RESOURCES

Learn more about Anne Gary: https://www.linkedin.com/in/anne-gary-a054aa96/

Download our Sales Transformation Guide for Leaders: https://forc.mx/3sdtEZJ

HIGHLIGHT QUOTES

[00:03:00] “I define the decision criteria as a specific set of requirements, standards, and real importantly, the quantifiable metrics that the customer uses to evaluate the potential solutions. And making a purchase decision with that definition, though, the importance of the decision criteria is winning in the proof of value lies in the ability of the salesperson to align to the customer's needs and expectations, you know, with their solution. So, with that, by helping to create the decision criteria with the customer, you know, salespeople can demonstrate the value and relevance of their product and increase the likelihood of a successful POV. And ultimately, you know, they're really going to close the deal for higher price points.”
[00:27:22] "You really need to show up with a compelling point of view, meaning you've done your homework. You understand the customer and their use cases, you know, knowing their use cases gives you the ability to discuss it with the customer in a confident way. I just can't imagine showing up to a call and not really understanding what they do, what they're about, and you almost understand the patterns of what they're looking for."
[00:46:30] "And so if you're listening and you're technically inclined, decision criteria is a great place for you to really help the sales team. What I used to, I love doing when I'd go on a forecast, I'd have the technical people on the forecast as well. I'd ask what the decision criteria is, and then I wouldn't ask the seller. I would ask the, the technical person, I would say, how do you feel about that? Number 1, is that the correct decision criteria? Number 2, can we win with that criteria?"