Mike Kunkle discusses the need for salespeople to evolve their approach to keep up with advances in artificial intelligence and machine learning. He outlines four key "human differentiators" of empathy, critical thinking, problem solving and judgment. The presentation then focuses on how to apply these human skills to key "moments of truth" in the sales process, including prospecting, call planning, discovery, opportunity qualification, opportunity management, and value creation. Kunkle emphasizes taking a buyer-centric needs-based approach throughout the sales cycle.

1. Evolve Your Sales Approach Now
Or Be Replaced By AutomationEvolve Your Sales Approach Now
Or Be Replaced By Automation
Mike Kunkle
Host of Sales Transformation Straight Talk™
VP of Sales Transformation Services, Digital Transformation Inc.
Founder, Transforming Sales Results, LLC

2. What
• Sales Transformation Straight Talk webinar series
Why
• Provide you with the latest thinking and actionable ideas to transform
sales results
How
• Solo webinars, guest speakers, Q&A, taking requests, follow-up
conversations
When & Where
• Mid-month, Wednesday at 2 pm Eastern*, every month, here on SMM
Connect (http://bit.ly/STSTonSMM)
Sales Transformation Straight Talk Series
on
* With some possible exceptions on day/time
2

3. mike.kunkle@fastlaneus.com
mike@mikekunkle.com
(214) 494-9950
Follow Mike & His Content
Personal Blog http://www.TransformingSalesResults.com
DTI Blog/Insights http://www.DXform.io/blog
SMM Webinars http://bit.ly/STSTonSMM
BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel
LinkedIn Publisher http://bit.ly/MikeKunklePublisher
LinkedIn Profile http://www.linkedin.com/in/mikekunkle
Twitter https://twitter.com/mike_kunkle
SlideShare http://www.slideshare.net/MikeKunkle
Google+ https://plus.google.com/+MikeKunkle
Mike Kunkle is a widely-recognized sales transformation
architect and sales training / sales enablement leader.
He’s spent 22 years as a corporate leader or consultant, helping companies drive
dramatic revenue growth through best-in-class learning strategies and his proven-
effective sales transformation methodologies. Today, Mike is the VP of Sales
Transformation Services for Digital Transformation Inc. (a division of Fast Lane
Consulting & Education Services) and founder of Transforming Sales Results, LLC.
He consults, advises, writes, speaks, leads webinars, designs sales learning systems
that get results, and guides clients through all aspects of their sales transformation.
Mike Kunkle
VP, Sales Transformation Services
Founder
Your Host
3

4. [POLL: What brings you here today?]
AGENDA: Evolve Your Approach to Selling
• The coming impact of Artificial Intelligence and Machine Learning
• The “Human Differentiator” for selling…
• …applied to “The Moments of Truth for Sales Effectiveness”
- Prospecting
- Call Planning
- Qualification
- Discovery
- Opportunity Management
- Value Creation
Our Plan for Today
4

5. The Impact of
AI & Machine Learning

6. • Opportunity Identification
• Call Optimization
- Scheduling, recording,
transcription/time stamps, CRM
logging, real-time coaching support,
battle-cards, resolving concerns,
case study support
• Opportunity Management
- Needs analysis support,
persona/GEO-based prescriptions,
value/pricing analysis, buyer intent
assessment
• Sales Management Support
- Rep productivity analysis
- Coaching needs identification
The Impact of AI and Machine Learning
6
Video: Where Artificial Intelligence is Taking Us – http://bit.ly/JimDickie-SalesAI (45 minutes)
For more (reading)…
https://www.i-scoop.eu/artificial-intelligence-ai-sales/ | http://www.pwc.com/ai | https://www.hubspot.com/stories/chatbot-marketing-future

7. The Human Differentiators

8. The Human Differentiators
8
For more…
http://closingbigger.net/2017/08/the-right-brained-sales-revolution-podcast/ | https://www.salesgravy.com/saleseq/
Why?
Human
Buyer-centric
Communication
Generate more leads
Win more opportunities
Competitive differentiation
Connecting Dots
Data to Insight
Decision-Making
Problem-Solving Critical Thinking
Consulting
Judgment
Listening
Empathy

9. The Moments of Truth
for Sales Effectiveness

10. Opportunities for sales differentiation:
The Moments of Truth for Sales Effectiveness
10
Prospecting
Discovery
Opportunity
Management
Sales Call
Planning
Opportunity
Qualification
Value Creation

11. Merging the two…
The Moments of Truth for (Human) Sales Effectiveness
11
Connecting Dots
Data to Insight
Decision-Making
Problem-Solving Critical Thinking
Consulting
Judgment
Listening
Empathy

12. Prospecting
Buyer-centric/Problem-focused vs. Seller-centric/Product-focused
• Adaptive Selling Approach
• Nurture Loop with Sales Signal Approach
• Appointment Approach with Insight
• Appointment Approach with Offer
• Favorable Introduction Referral
• Direct Appointment Approach (Cold to Warm)
The Moments of Truth for (Human) Sales Effectiveness
12
Additional Reading
https://www.linkedin.com/pulse/profound-puzzle-sales-prospecting-part-1-mike-kunkle/
https://www.linkedin.com/pulse/profound-puzzle-sales-prospecting-part-2-mike-kunkle/

13. • STST on SMM
Connect Webinar
from August:
The Moments of Truth for (Human) Sales Effectiveness
13
http://bit.ly/STSTonSMM-08092017

14. The Moments of Truth for (Human) Sales Effectiveness
Sales Approach:
• Uncover their needs – understanding the What, Why,
When, and Where, and the priority of their needs
• Select the right solution to meet the needs
• Present the solution in context of the needs
• Resolve any concerns
• Negotiate
• Close the sale
Needs-Based Selling
Solution-Oriented Selling
Objective-Based Selling
Insight Selling
The 4 Sales Approaches
Customer State – Need: They know they need to
change something, and may or may not know what to
do.
14

15. The Moments of Truth for (Human) Sales Effectiveness
Needs-Based Selling
Solution-Oriented Selling
Objective-Based Selling
Insight Selling
The 4 Sales Approaches
Sales Approach:
• Understand the problem
• Validate it’s worth solving
• Diagnose root causes
• Problem-solve with the client
• Select or build an appropriate solution
Customer State – Problem: Something isn’t right but
they’re not sure about the root cause or what to do, if
anything.
15

16. The Moments of Truth for (Human) Sales Effectiveness
Needs-Based Selling
Solution-Oriented Selling
Objective-Based Selling
Insight Selling
The 4 Sales Approaches
Sales Approach:
• Understand their goals and objectives
• Understand their capabilities and plans relative to
achieving those objectives
• Position yourself as an expert resource who can help
them achieve those objectives
Customer State – Objectives: They have clear ideas
in mind about initiatives that they need to support.
16

17. The Moments of Truth for (Human) Sales Effectiveness
Needs-Based Selling
Solution-Oriented Selling
Objective-Based Selling
Insight Selling
The 4 Sales Approaches
Sales Approach:
• Present data and insights
• Interpret situations
• Share thought leadership and expertise
In order to…
• Seed new ideas
• Foster an Aha Moment
• Shift current thinking to view things in a new way.
Customer State - Opportunities: We see opportunity
for improvement that they may not yet see.
17

18. The Moments of Truth for (Human) Sales Effectiveness
18
Research Connection
Revenue
Relationship Interest
Awareness
Nurture LoopWin Sales Process
Prospecting
• Nurture Loop with
Sales Signal
Sales Signal

19. Prospecting
• Direct Appointment Approach
The Moments of Truth for (Human) Sales Effectiveness
19
Intro: Hello [Buyer Name], I’m [Name] from [Company].
Value Statement: We help [who] accomplish [what – value prop].
Dot Connection: Based on [sales signal / trigger event], it seems that you are facing [Problem / Risk / Opportunity]. ~
OR ~ If you’re like many of the other [position / role] that I talk to, [Problem / Risk / Opportunity] is an issue that you’re
dealing with, because of [potential Impact].
Confirmation: Is that (still) a true statement for you, [Buyer Name]?
Proof Statement: In that case, we recently helped [similar company or “a company like yours”] address that issue and
helped them [outcome achieved – negative impact avoided, risk mitigated, positive outcome – expressed in business or
financial metrics]. I have a case study and analysis that I can share about that when we talk again.
Disclaimer: Until we meet to explore your specific situation, though, I can’t promise the same results. I’d like to discuss
this further to see if we can help, and offer some insights about how we can achieve similar results for you, if I believe it’s
possible.
Appointment Close: In most cases, we’ll know in the first 30 minutes whether it makes sense to continue talking. What
does your schedule look like [insert timeframe], for an exploratory meeting?

20. The Moments of Truth for (Human) Sales Effectiveness
20
Sales Call Planning
Sales Call Planning applies to every call, not just the first call.
• Research or refresh and review in preparation for each
meeting
• Ascertain or imagine your buyers’ hopeful outcome
• Set a realistic call objective and back-up objective for you, as
well (moving to some commitment, assuming qualification)
• Develop and communicate a clear, buyer-focused agenda that
will meet their needs and achieve your aligned call objective
• Prepare to meet any known Buying Process Exit Criteria
• Plan and rehearse key questions and messaging.

21. Discovery
The Moments of Truth for (Human) Sales Effectiveness
21
Future State Factor Analysis
Plans and Initiatives
• Related past initiatives & outcomes
• Current initiatives & status (Current State)
• Future planned initiatives & status
• Compelling event | Critical business need
Analysis
• Desired outcomes
• Problems to avoid
• Opportunities to maximize
• Risks | Threats to initiative success
Impacts (Positive)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• Other operational metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Needs Validation
• Improve | Accomplish | Avoid
Current State Factor Analysis
Overview
• Strategic objectives
• Tactical plans | Current initiatives
• Business performance
• Metrics that matter most
Analysis
• Current successes
• Current problems
• Perceived opportunities
• Risks | Threats of status quo
Impacts (Negative)
• Revenue | Costs | Cash Flow | Profit
• Other financial metrics
• Other operational metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Needs Hypothesis
• Improve | Accomplish | Avoid
Gap Analysis
Impact Analysis

22. Future State
Factor Analysis
Impacts (Positive)
• Revenue | Costs | Cash
Flow | Profit
• Other financial metrics
• Other operational metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Current State
Factor Analysis
Impacts (Negative)
• Revenue | Costs | Cash
Flow | Profit
• Other financial metrics
• Other operational metrics
• Strategic objectives
• Mission | Vision
• Reputation | Image
Discovery
The Moments of Truth for (Human) Sales Effectiveness
22
KPIs | Domain Expertise
Retail
Shrinkage
Telecom
Errors per station
Manufacturing
Overall Equipment
Effectiveness (OEE)
Healthcare
Net income to
patient revenue
Energy
Electrical grid load
Labor cost over
project timeline
Construction
Cash flow return on
investments (CFROI)
Finance/Insurance
Outcome Selling
$
$
$
$
$
$
$
$
$

23. Opportunity Qualification
The Moments of Truth for (Human) Sales Effectiveness
23
Uncover and validate:
• Decision Makers: Types of Buyers and
Buyer Roles
• Decision Criteria: Buying process with
decision/exit criteria
• Urgency: Compelling Event (if exists)
and/or Critical Business Need*
• Outcomes: The outcomes, achievements,
and/or Metrics that Matter* to the Decision
Makers
• Economics: Initiative is funded, or
budget/funding available
• Options: Who are you competing with
(including status quo and DIY) and how are
options viewed, comparatively?
* Included in Factor Analyses

24. The Moments of Truth for (Human) Sales Effectiveness
24
Opportunity Management
• Focus on the buying process exit criteria by buyer (remove
sales superstition)
• Explain, educate, enumerate, and validate
• Continue to co-create and validate value, with a focus on
desired outcomes
• Use effective team selling principles (orchestra conductor)
• Blend Ethos, Pathos, and Logos (credibility/trust,
emotion/empathy, logic)
• Maintain Sales Call Planning discipline throughout
• Create familiarity and comfort with a consistent structure and
approach
• Continue nurturing at a personal level
• Do what you say you will, by when, very well
• HAM-BAM (have a meeting; book a meeting).

25. Value Creation
The Moments of Truth for (Human) Sales Effectiveness
25
Value = Outcomes > Solution TERM + POC < Status Quo
(TERM: Time, Effort, Resources, Money | POC: Pain of Change)
You have delivered Value when:
• The Outcomes you’ll produce…
• Are greater than the Solution TERM + POC…
• Which is less than the Status Quo (the pain or costs of doing nothing)…
• From your Buyer’s perspective (metrics that matter most)
Business Acumen + Impacts (from Discovery) = Compelling Business Case

26. Appendix
Evolve Your Sales Approach Now
Or Be Replaced By Automation
Appendix
Evolve Your Sales Approach Now
Or Be Replaced By Automation

27. • Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview
• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection
• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport
• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning
• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement
Appendix: Reading on The Four Sales Systems
Mike Kunkle
A Systems Approach to Sales Transformation
27

28. For more information:
Contact Mike:
Upcoming SMM Connect Webinars:
Archived SMM Connect Webinars:
THANKS for your time and attention!
www.linkedin.com/in/mikekunkle
www.mikekunkle.com/connect
http://www.smmconnect.com/
http://www.smmconnect.com/recordings