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Science of Sales
SaaStock Helsinki – May 23, 2018
Roelof Hengst – Winning By Design
Agenda
Chapter 1. Science of Sales
Chapter 2. MomentsThat Matter
Chapter 3. Impact
Chapter 1.
Science
Software
Usage
SaaS
Monthly
No cure.
No pay
Paid
Upfront
Hardware
SaaS Causes a New Proposition
SaaS-O-Meter
Results
SaaS
1 year
$
IV
Value Impact
No cure.
No pay
Paid
Upfront
$
SaaS Causes the Buyer/Seller Risk to Flip
IV
Value Impact
SellerBuyer
Get fired
Who cares
Important
SellerBuyer
Win
rate
1:51:3
No cure.
No pay
Paid
Upfront
IV
$
SaaS Causes the Buyer/Seller Risk to Flip
Value Impact
Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup
V I
$
Traditional B2B from Value to Payment to Impact
Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup
V $
ARGH! I
have a
problem
AHA!
There are
solutions
WOW! One
of the best
solution
WORKS!
As
promised
I
Solution
Solution Sales
Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup
IV I
Consultative
AHA!
There are
solutions
WOW! One
of the best
solution
ARGH! I
have a
problem
$
WORKS!
As promised
Consultative Sales
Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup
IV I
Provocative
$
Provocative Sales
AHA!
There are
solutions
WOW! One
of the best
solution
ARGH! I
have a
problem
WORKS!
As promised
Awareness Education Selection
COMMITSQLMQLPEOSPECT LIVE
Setup Use
MRR LTV
Grow
V I
Provocative The SaaS Selling Method
$
YES!!!!
Impact
achieved
OMG!Why
did I not
know this
SaaS has caused a new selling/GTM methodology
AHA!
There are
solutions
WOW! One
of the best
solution
ARGH! I
have a
problem
WORKS!
As promised
Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup Use
MRR LTV
Grow
V I
$
30/90 days9/18 months
The SaaS Selling Method
SaaS Has Shifted Sales Cycles
YES!!!!
Impact
achieved
OMG!Why
did I not
know this
AHA!
There are
solutions
WOW! One
of the best
solution
ARGH! I
have a
problem
WORKS!
As promised
Chapter 2.
MomentsThat Matter
Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup Use
MRR LTV
Grow
V I
$
Diagnos
e NOT
Pitch
3
Grow
NOT
Upsell
71
Pain
NOT
Fit
Trade
NOT
Negotiate
4
Conversation
NOT
Qualification
2
Results
NOT
Usage
6
Orchestrat
e NOT
Onboard
5
There are a Few Moments That Matter
TIME
ENGAGEMENT
Summarize to
ensure you got
it right!
IMPACT
CRITICAL
EVENT
DECISION
PROCESS
SITUATIONAL
questions
PAIN
questions
+2 min +5 min -5 min End
OPEN
PREPARE
ACE
AGENDA
WAGON CLOSE
STORY
EMPATHIZE
SUMMARIZE
S
S
I
CE D
P
t=0
Example: HowTo Perform a Best In Class Diagnose
Shorten the sales cycle
i viviii
ii
DEMODIAGNOSE
viConnect
the
wagons
ACE WAGON
Example: HowTo Perform a Best In Class Diagnose
Chapter 3.
Impact
Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup Use
MRR LTV
Grow
V I
$
Additive Thinking. How Much/Many?
4 6+11%
-11%
3 7+20%
-20%
1 2 5
+8%
-8%
Best-in-class
Averag
e
Amateur
s
AdditiveThinking. How Much/Many?
Awareness Education Selection
COMMITOPPORTUNITYLEADCONTACT LIVE
Setup Use
MRR LTV
Grow
V I
$
Cumulative Thinking. How Well?
1 2 7653
4
ExpertsProfessionalsAmateurs
+66%
-44%
2x1 2
3
4
5
6
7
1 2
3
4
5
6
7
CumulativeThinking. How Well?
1. Approach Sales as a Science
2. Excel during Moments that Matter
3. Trust the Process
Takeaways
Learn more
eBook winningbydesign.com/europe
SiliconValley’s
SaaS Sales Method
Academy
Focus on giving your customer
a great experience during the
key moments and the results
will follow.
Before I go..
ThankYou

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Science of Sales