The document discusses opportunities to improve how high technology products are sold through customer demonstrations. A survey of over 125 industry professionals found that demonstrations often fail to resonate with customers due to a misalignment between the presented solution and the customer's unique needs. The role of the technical sales engineer is evolving from a technical focus to requiring strong communication, business knowledge, and customer engagement skills. Adapting sales processes and organizational structures, such as implementing team-based selling, can help improve the customer experience and lead to greater success.
4. APPROACH
LEAN SIX SIGMA AND LEAN START-UP PRINCIPLES
Discussed scope of challenge with 7 industry peers from leading
technology and client companies
Conducted comprehensive survey to achieve a minimum viable
sample of 125 respondents
Provide frame of reference on modern sales and marketing practices
(The Sales Funnel)
5. ““PEOPLE RUN TO DEMOS BECAUSE
THERE IS NOTHING ELSE TO DO”
Key problem interview insight:
6. TTHE NEW SALES FUNNEL
The impact of Social Media, Content Marketing & SEO
7.
8. MORE LEADS, SMALLER RETURNS
SOCIAL MEDIA, CONTENT MARKETING & SEO
Current state as express by industry “sell side”
More leads than ever due to efficient, web-based marketing tools
Higher levels of activity
Interested parties requesting multiple demos
Majority of buyers do nothing, meaning no decision
Buyer dissatisfaction with the customer engagement experience
11. WHY THE SURVEY?
Evolving Customer Engagement
experience
Misalignment in expectations
between buyers and seller
Changing business models
The need for evidence to make a
new case for improving next
business practices
13. WHO WERE THE RESPONDENTS?
An array of roles,
verticals and
organizational size:
Account Executives
Business Development
CEOS
Channel Partners
Consultants
CTOs
Developers
Directors
Marketing Directors
Practice Directors
Product Managers
Process Leaders
Sales Engineers
Sales Managers
Vice Presidents
16. BASED ON WHAT YOU HAVE LEARNED, DO YOU BELIEVE
THAT THERE ARE OPPORTUNITIES TO IMPROVE HOW HIGH
TECHNOLOGY PRODUCTS ARE SOLD?
Do you concur
that there is room
for improvement?
18. THE STATED MARKET CHALLENGE IS THAT DEMONSTRATIONS
DON'T ALWAYS RESONATE WITH CUSTOMERS. WHAT
CONTRIBUTES TO A LACKLUSTER EVENT?
Mis-alignment
between the
presented
solution against
the customer’s
unique business
situation or
circumstance is a
primary cause of
demo failure
19. WHAT ARE THE PRIMARY ACTIVITIES FOR A TECHNICAL
SALES TEAM TO PREPARE FOR A SUCCESSFUL FIRST
DEMONSTRATION OF A HIGH TECHNOLOGY PRODUCT?
Buying facilitation
techniques
deployed earlier
in the sales
process can drive
mutual
satisfaction and
success
20. WHAT ACTIONS SHOULD THE TECHNICAL SALES TEAM
PERFORM DURING THE DEMO?
Prospects see an
array of
technologies and
solutions in a
given month.
Have a clear
“What is it”
statement that is
simple and
understandable is
essential.
21. WHAT ACTIVITIES SHOULD THE TECHNICAL SALES TEAM
PERFORM POST-DEMONSTRATION?
A problem for the
product team.
How to interpret
reams of
feedback in
narrative form?
Customer
engagement
teams need to
summarize input
in a digestible
format.
22. WHAT CUSTOMER ENGAGEMENT ACTIVITIES ARE
IMPORTANT POST-DEMO?
The Sales Engineer
is quickly becoming
the “rock star” in
the new sales
process. Beyond
technical
competence, what
business advisory
knowledge and
skillsets are
required? Who is
responsible for
devising the
solution to solve the
business problem?
24. THE PHYSICAL EXPERIENCE OF DEMO CAN'T BE OVERLOOKED.
DIFFERENT PERSONALITIES ABSORB CONTENT MORE READILY
FROM VARIOUS COMMUNICATION METHODOLOGIES. HOW DO YOU
BEST RECEIVE INFORMATION IN A DEMONSTRATION?
Consult books
“Presentation
Zen” and
“Slide:ology” for
solutions and
approaches. TED
talks are a model
of excellence.
25. WHAT OF THE FOLLOWING DO YOU BELIEVE ENHANCES
THE DEMONSTRATION EXPERIENCE?
A demo is like a
Theatrical Event
where the
customers are
cast members.
Details are
important. Actors
must rehearse
and also be
prepared to
improvise.
26. WHAT DO YOU THINK IS WORTH SHOWING IN SLIDEWARE?
Give materials
that can help the
prospect make
the case with
their boss. Enroll
them in being
your advocate.
27. MANY CUSTOMERS SAY THAT THEY HAVE TO SIT THROUGH
TOO MANY SLIDES. HOW MANY SLIDES DO YOU THINK
MAKES SENSE? IS SLIDEWARE NECESSARY?
The message
must simply be
complete. It’s not
the number of
slides that makes
a difference. It’s
about how you
can solve the
customer’s
problem.
29. DO YOU BELIEVE THAT THE TECHNICAL SALES ENGINEER IS
A CRITICAL CONTRIBUTOR IN THE SUCCESS OF A HIGH
TECHNOLOGY ORGANIZATION?
So much
emphasis is given
to conventional
selling skills. Very
little is written
about technical
selling. The
professional
development of
the sales engineer
is becoming more
critical.
30. WHAT COMMUNICATION SKILLS ARE IMPORTANT FOR A
TECHNICAL SALES ENGINEER TO DRIVE DEMO SUCCESS?
Sellers need to
revaluate staffing. The
expectations for a
strong communication
skillset is more
important than pure
technical ability for
today’s Sales
Engineers. More
importantly, domain
expertise, buying
facilitation techniques
& business advisory
capabilities will be
required.
31. WHAT PERSONAL ATTRIBUTES OF A TECHNICAL SALES
ENGINEER ARE IMPORTANT FOR DEMO SUCCESS?
Competence,
knowledge and
trustworthiness
are critical
characteristics for
hiring managers.
Consider a
RoundPegg
assessment as
part of your fit
review.
32. DO YOU THINK THERE IS AN OPPORTUNITY TO PROVIDE
SERVICES THAT WOULD HELP IMPROVE THE CUSTOMER
EXPERIENCE OF BUYING HIGH TECHNOLOGY PRODUCTS?
Peer coaching
and professional
development are
necessary
programs to
create a strong,
sustainable
Customer
Engagement
culture
36. TEAM-BASED SELLING
EVOLUTION OF ORGANIZATIONAL STRUCTURE
Selling organizations will need to re-align and introduce a variety of
roles to engage the marketplace and meet client needs
No single job function will “close” the deal
Team accountability
Evolving job titles with sales responsibilities
Business Development Specialist
Social Media Engagement Specialist
Business Advisory Director
Engagement Manager
41. ATTRIBUTION
YOU MAY REFERENCE THE RESULTS OF THIS SURVEY
Data subject to Creative Commons license
– Attribute to Doug Liles, Entaktics LLC
– The Sales Funnel diagrams were co-authored with Michael J.
Moon of Gistics
– Sale of content strictly prohibited without license
Images are licensed from Fotolia and iStockPhoto
– Stock photos and graphics are not sub-licensable
Preferred linkback:
http://www.linkedin.com/in/dougliles
42. DOUG LILES - CREDENTIALS
High technology focus
Buy Side
Vice President Technology
Marketing Manager
Sell Side
Consultant
Business Development Director
Account Executive, Agency
Channel
Director, Partner Programs
Sr. Manager, Partner Relations
44. ENTAKTICS = ENGAGEMENT
Lean Six Sigma Customer Engagement principles applied to business
development, product marketing and service delivery for high
technology companies
TAKT means cycle time
Want to improve it?
Call Doug Liles
VOIP: 303-800-6430
M: 303-547-5846
CONTACT
Doug Liles, dougliles@entaktics.com
45. HOW ENTAKTICS CAN HELP
RESULTS FOCUSED PROGRAMS
– Training
Modular approach to customer engagement
– Demo script development
Writing
Rehearsal
Coaching
– Recruiting Support
Profile Development
Screening
– Sales Operations Optimization
Process mapping and measurement
46. SPECIAL THANKS - MICHAEL J. MOON
CEO, GISTICS
– Think Tank for Innovations in
Customer Engagement and the
Entrepreneurial Imagination
Co-Founder of CIO Salon
– Trust Network for Executive
Education and Peer Coaching
Michael J. Moon
– moon@gistics.com
– 1 415.509.5023 mobile
GISTICS Incorporated
– 1 510.450.9999 tel
www.gistics.com
Editor in Chief
2004 to 2011
Author of
widely
acclaimed
book
400+ Keynotes
and Webinars
Author of 30+
white papers
YouTube: São Paulo 13 April 2011