These are the slides from my SMM Connect webinar on 8/09/2017. Watch: http://bit.ly/SMMWebinar08092017-SS Well-known selling methodologies no longer provide enough differentiation. Worse, even the methodologies that have been around for 50 years, like consultative selling, aren’t widely adopted (at mastery levels). We still sell transactionally and superstitiously. In this webinar on my Sales Transformation Straight Talk™ channel, I share: • Why we need an adaptive approach to selling • The adaptive selling methodology • The consultative mindsets that still provide differentiation • Why sales judgment matters • The power of Outcome Selling • How to implement an adaptive sales methodology so it sticks

1. How a Different Approach to Selling
Can Unleash Massive Sales Growth
Mike Kunkle
Host of Sales Transformation Straight Talk™
Founder, Transforming Sales Results, LLC
VP of Sales Transformation Services, Fast Lane / Digital Transformation Inc.

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
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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 | Sales Transformation Architect
Your Host
3

4. Our Plan for Today
AGENDA: Different Approach to Selling
• Why do we need a different approach?
• What is an Adaptive Sales Methodology?
• What are The Four Customer States?
• What are The Four Sales Approaches?
• How do Sales Judgment, a Consultative Mindset, and
Outcome Selling support Adaptive Selling?
• What nuances should we consider?
• How do you effectively implement an Adaptive Sales
Methodology?
4Mike Kunkle Adaptive Sales Methodology

5. Why do we need a
different approach to selling?

6. Why We Need a Different Approach to Selling
“All failure is failure to adapt, all success is successful adaptation.”
~ Max McKeown, author of “Adaptability: The Art of Winning in an Age of Uncertainty”
• B2B selling is more complex than ever
• A VUCA business environment with adaptive problems
• Quota achievement is trending downward
• Buyers’ expectations of sellers are increasing
• One size does not fit all
• AI, Bots, & Machine Learning may replace
transactional selling
• Adaptive models have been proven in leadership
• Adaptive models have been tried (differently) in selling
• The quote about insanity (misattributed to Einstein)
6Mike Kunkle Adaptive Sales Methodology

7. What is an
Adaptive Sales Methodology?

8. A flexible approach to selling
that utilizes sales judgment
to adjust the sales approach
to fit the buyers’ situation.
An Adaptive Sales Methodology is…
Why?
Outside-In
More buyer-centric
Generate more leads
Win more opportunities
Competitive differentiation
8Mike Kunkle Adaptive Sales Methodology

9. What are
The 4 Customer States?

10. The Customer States
Needs
Problems
Objectives
Opportunities
The 4 Customer States
10Mike Kunkle Adaptive Sales Methodology

11. The Customer States
• They know they need to change
something, and may or may not
know what to do.
Needs
Problems
Objectives
Opportunities
The 4 Customer States
11Mike Kunkle Adaptive Sales Methodology

12. The Customer States
• Something isn’t right but they’re not
sure about the root cause or what
to do, if anything.
Needs
Problems
Objectives
Opportunities
The 4 Customer States
12Mike Kunkle Adaptive Sales Methodology

13. The Customer States
• They have clear ideas in mind
about initiatives that they need to
support.
Needs
Problems
Objectives
Opportunities
The 4 Customer States
13Mike Kunkle Adaptive Sales Methodology

14. The Customer States
• We see opportunity for
improvement that they may not yet
see.
Needs
Problems
Objectives
Opportunities
The 4 Customer States
14Mike Kunkle Adaptive Sales Methodology

15. What are
The 4 Sales Approaches?

16. The Four Sales Approaches
Needs Needs-Based Selling
Problems Solution Selling
Objectives Objective-Based Selling
Opportunities Insight Selling
The 4 Customer States The 4 Sales Approaches
16Mike Kunkle Adaptive Sales Methodology

17. The Four Sales Approaches
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 Selling
Objective-Based Selling
Insight Selling
The 4 Sales Approaches
Customer State: They know they need to change
something, and may or may not know what to do.
17Mike Kunkle Adaptive Sales Methodology

18. The Four Sales Approaches
Needs-Based Selling
Solution 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: Something isn’t right but they’re
not sure about the root cause or what to do, if
anything.
18Mike Kunkle Adaptive Sales Methodology

19. The Four Sales Approaches
Needs-Based Selling
Solution 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: They have clear ideas in mind
about initiatives that they need to support.
19Mike Kunkle Adaptive Sales Methodology

20. The Four Sales Approaches
Needs-Based Selling
Solution 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: We see opportunity for
improvement that they may not yet see.
20Mike Kunkle Adaptive Sales Methodology

21. How do…
• Sales Judgment
• Consultative Mindset
• Outcome Selling
… all support Adaptive Selling?

22. Sales Judgment | Consultative Mindset | Outcome Selling
Needs Needs-Based Selling
Problems Solution Selling
Objectives Objective-Based Selling
Opportunities Insight Selling
Outcome Selling Foundation
The 4 Customer States The 4 Sales Approaches
ConsultativeMindset
SalesJudgment
22Mike Kunkle Adaptive Sales Methodology

23. Sales Judgment
Sales Utility Belt Concept
• Like Batman’s utility belt
• Load up with tools you need
• Grab the right tool at the right
time
http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/
23Mike Kunkle Adaptive Sales Methodology

24. Sales Judgment
• With training and practice, reps
can use judgment to…
- Listen
- Interpret
- Decide
- Respond
…purposefully, in the moment,
with the right methodology, to
move the sale forward.
What Does Judgment Do For Sales Pros?

25. The Consultative Mindset
• Consultative selling is helping buyers solve problems, enable opportunities, and/or reduce risks
to achieve their desired outcomes, in a way that delivers value to them, as they perceive it.
Value = Outcomes > Solution TERM + POC
(Time, Effort, Resources, Money + Pain of Change)
• “You get what you want when you help enough other people get what they want.” ~ Zig Ziglar
• “Seek first to understand, then be understood.” ~ Stephen Covey
• Take a problem-focused approach to prospecting, not a product-based approach.
• Ask the difficult and authentic questions (and learn the skills to do it).
• Learn how to present insights, float ideas, and disagree with ideas, without challenging people.
• Present solutions to help buyers achieve their stated desired outcomes, not unrelated product
and company “pitches.” Better yet, co-create solutions with your buyers and have a dialogue.
• Stop thinking “overcoming objections” and start thinking “resolving concerns.”
25Mike Kunkle Adaptive Sales Methodology

26. The Consultative Mindset
26Mike Kunkle Adaptive Sales Methodology

27. Outcome Selling: The Situation Assessment Framework
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
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
Qualification Methodology
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 Most* to the
Decision Makers
• Economics: Initiative is funded, or
budget/funding available
• Options: Who are you competing with
(including status quo and DIY)?
* Included in Factor Analyses
27Mike Kunkle Adaptive Sales Methodology

28. Outcome Selling: The Situation Assessment Framework
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
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
Qualification Methodology
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 Most* to the
Decision Makers
• Economics: Initiative is funded, or
budget/funding available
• Options: Who are you competing with
(including status quo and DIY)?
* Included in Factor Analyses
GAP ANALYSIS
IMPACT ANALYSIS
POINT A – What Is POINT B – What Should Be
28Mike Kunkle Adaptive Sales Methodology

29. Needs Needs-Based Selling
Problems Solution Selling
Objectives Objective-Based Selling
Opportunities Insight Selling
Outcome Selling Foundation
The 4 Customer States The 4 Sales Approaches
ConsultativeMindset
SalesJudgment
The Adaptive Selling Framework
29Mike Kunkle Adaptive Sales Methodology

30. What nuances
should we consider?

31. Nuances of Adaptive Selling
• Is there a buyer’s journey in progress? If so, where are you entering?
- Generating an opportunity
- Influencing current thinking
- Reacting to an inbound inquiry
• Be prepared to adapt your adaptive approach (shift gears and move
between methods).
• Let each decision-makers’ Buying Process Exit Criteria be a guide.
31Mike Kunkle Adaptive Sales Methodology

32. How do you effectively implement
an Adaptive Sales Methodology?

33. Sales Learning System
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
33Mike Kunkle Adaptive Sales Methodology

34. Sales Learning System: Teaching Sales Judgment
Sales Utility Belt Concept
• Being present/listening
• Interpretation
• Decision-making
• Purposeful competence
http://www.mikekunkle.com/2013/03/24/adaptive-buying-and-selling-alignment/
34Mike Kunkle Adaptive Sales Methodology

35. Sales Learning System: Teaching Sales Judgment
Sales Utility Belt Meets Training
• What
• Why
• How
• When
• Where
Situation
Choice
Choice
Choice
Choice
Choice
?
?
?
?
?
35Mike Kunkle Adaptive Sales Methodology

36. Sales Learning System: Teaching Sales Judgment
Sales Utility Belt Meets Training
• What
• Why
• How
• When
• Where
Choice
Best Choice
Choice
Choice
Choice
Don’t Skip!
Conscious
Competence
36Mike Kunkle Adaptive Sales Methodology
Situation

37. The 5 Stages of Sales Skill Mastery and Behavior Change
Stage 1:
Knowledge
Acquisition
Acquire the knowledge
behind the skill with
examples and
assessments/tests to
validate learning.
eLearning, Classroom
Instruction (FTF or
Virtual), Assessments
Stage 2:
Knowledge
Sustainment
Sustain the knowledge;
reverse the “forgetting
curve.”
Q&A, Check-Ins,
Assessments, Learning
Reinforcement
Systems
Stage 3:
Skill
Development
Develop and practice
skills. Convert
knowledge into
behavior.
Flipped Classrooms,
Role Playing, Live
Simulations, Virtual
Coaching Tools
Stage 4:
Skill
Transfer
Apply the newly-
acquired and practiced
skills in the workplace.
Mentoring and
Preparation to Use
Skills, Forms/Job
Aids/Performance
Support
Stage 5:
Skill
Mastery
Guide and coach reps
to skill mastery and
performance outcomes,
over time.
Sales Analytics, Field
Training and Coaching,
Coaching Forms and
Tools
Learn something new.
Don’t forget. Just
because they learned
something new,
doesn’t mean they’ll
retain it.
Just because they
know and remember,
doesn’t mean they
can do it.
Just because they can
do it, doesn’t mean
they will. (Skill/Will
Matrix)
Just because they
tried it, doesn’t mean
they did it well or will
continue to do it.
STAGE
WHAT
HOW
WHY
37Mike Kunkle Adaptive Sales Methodology

38. 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