workshop lean startup clientes y ventas inacap rancagua diciembre 2013

6 DE DICIEMBRE 2013

PRIMERA VENTA

VENTA REPETIDA

NUEVO MERCADO

MERCADO EXISTENTE

Mission Critical Solution

Complete Solution

Partial Solution

Point Product/Service

Component

ECONOMICO: Autoriza y libera los fondos

USUARIO: Verifica impacto directo en la tarea

TECNICO: Selecciona y valida

COACH: Me guía en el proceso de esta venta

INFRASTRUCTURA: Compra estandar y de rutina, compra domestica, infraestructura.

OPERACIONAL: Impacto directo en su ambito

Trusts my company’s performance Innovative, progressive management Is loyal to the vendors selected Commited to quality control Willing to pay for value added aspects of my

product Highest business ethics and integrity Wants a Win – Win on every sale

Inflexible on price Slow in making buying decisions No loyalty to my company or to me Authoritarian management system Secretive and unwilling to cooperate Want me to Lose so they can Win

Prospect

Qualify

Cover the bases

Close the

order

•Data suggests a potential fit •Data suggests a potential order •Data verifies a possible order •Clearly defined next steps •Little or no luck involved

UNIVERSE ABOVE THE FUNNEL IN THE FUNNEL BEST FEW

Confirmation Questions

New Information Questions

Attitude Questions

Golden Silence

PURPOSE Verify what is known about:

Each customer’s concept

Business Issues

Organizational Structure

Data accuracy Reveal discrepancies in the current information WHEN USED At the beggining of a sales call Before presenting any new product/service To build a foundation before moving forward

Aun Ahora Continua Actualmente Persiste Todavia Sigue

Ha continuado el problema de exceso de licencias medicas?

Siguen las mismas tasas de ausentismo?

PURPOSE Better understanding what the customer is trying to

accomplish, fix or avoid. Update information Identify missing information WHEN USED When encouraging a customer to explore his

Concept openly In response to an unexpected No answer to a

Confirmation Question When information is Missing or Unclear

Qué Como Donde Cuanto Cuando Cuantos

Puede elaborar Puede demostrar Puede explicar Podría describir Podría detallar

PURPOSE Uncover individual needs, desires, concerns, and

feelings Discover unidentified issues Understand attitudes and values WHEN USED To understand the customer’s feelings To get the customer’s perspective on the feelings of

others involved To understand the real issues

Areas of Possible Unique Strengths

Joint Venture Selling

Commitment Questions

Possible Basic Issues

Basic Issues Signals

Basic Issues Questions

PURPOSE • Move toward closure • Determine where you are in the sale • Obtain the customer’s agreement to take action

that moves the sales forward WHEN TO USE • Before the end of every sales call, to ensure that

customer will take action • To learn what remains to be done

• Decidir • Comprometer • Determinar • Recomendar • Planificar • Dirigir • Proponer • Acordar

Compartir Agendar Proporcionar Asegurar

People Product Process Knowledge Service Implementation Delivery Experience

Organization Customer Base Technology Reputation Application Training Logistics

Loss of power Loss of control Less leisure time Lack of skill

development Decrease of personal

productivity Not seen as a problem

solver Lack of recognition Stuck in a rut

Loss of security Being seen as malcontent Not invented here Seen as a sub par erformer Loss of credibility Lose freedom of choice Seen as me too Decrease responsibility Loss of self esteem Less time with family

• Hesitation

• Questioning attitude

• Repeated objections

• Argument

• Passive resistance

PURPOSE • Uncover why the sale is not moving forward • Discover unidentified issues • Learn how a customer may lose WHEN TO USE • After a No Response to a Commitment Question • As a final test to ensure customer commitment • When signals arise

Lógica de la Toma de Decisiones del cliente Carta de Presentación

Carta detallada con ejemplos, resultados demostraciones numéricas, etc.

Recomendación del consultor Llamado a la acción

SECUENCIA DE DECISIÓN DEL CLIENTE Conexión con objetivo y problema del cliente

(consistencia con su propia declaración) Solución propuesta y conexión con el

problema del cliente Evidencia de que se cuenta con la experiencia

necesaria y casos de éxito, etc. Recursos necesarios, requisitos condiciones,

presupuestos, plazos, etc.

Establecimiento de credibilidad Posicionamiento Construcción de la evidencia

Adecuación a la naturaleza, objetivo y envergadura de la venta. Multicanal.

Definición presupuestaria Proceso del cliente Liderazgo del proceso de venta Cierre/Adjudicación

Caso: Consultoría Objetivo: Maximizar la creación de valor para

el cliente Definir ex-ante cual es la creación de valor

para el cliente Establecer la tarifa en base al valor creado: P.

ej. 5% 10%. En conjunto con el cliente Acuerdo y decisión con el valor económico Establecer posicionamiento y diferenciación

(no licitación)

Líder del Mercado Referenciabilidad Pricing Qualification (Calificación del cliente) Compromiso del cliente, tiempo, pago Intangible, imagen, exposicion Visión del emprendedor Honestidad/Sinceridad en el

contrato/acuerdo

New Strategic Selling Robert B. Miller &Stephen E. Heiman The New Conceptual Selling Robert B. Miller &Stephen E. Heiman Persuasive Proposals, Tom Sant Value Based Fees, Alan Weiss Early Stage Sales GSB Class, Chuck de Vita http://www.youtube.com/watch?v=3PQIjCyIdWo Blog chilecomvalley.com

http://chilecomvalley.com/index.php/2011/01/como-hacer-tu-primera-venta/

Edison Acuña Leiton Asesor Startups, Lean Startup Cel: 98718383 Email: edison.acuna@gmail.com Twitter: @edisonacuna Facebook: Lean Startup Chile www.meetup.com/ ProfesEmprendimiento/