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Push versus Pull
8th
July 2010
Push versus pull sales
Push versus pull sales
» Start from a customer issue and build
a solution = Consultative selling
» Pull investment funding outside of
any existing budget
» Dialogue with CxOs about their
known or unknown issues
» Challenge CxOs point of view
» Start with a business case and then
build a customized solution
BIG DEAL SALES
ACCOUNT SALES
Pull
4
» Start from a customer issue and build
a solution = Consultative selling
» Pull investment funding outside of
any existing budget
» Dialogue with CxOs about their
known or unknown issues
» Challenge CxOs point of view
» Start with a business case and then
build a customized solution
BIG DEAL SALES
ACCOUNT SALES
Pull
5
» Start from a product and try to find a
customer need
» Compete against other providers to
get an existing budget
» Demonstration of capabilities
» Understand CxOs point of view
» Start with a solution and demonstrate
relevance
SOLUTION SALES
Push
» When customer:
» does not know they have an
issue
» does not understand the root
causes of the issue
» does not understand how to
address these root causes
» is not sure if project is worth
the investment
Pull
6
OR
» When customer:
» does not know they have an
issue
» does not understand the root
causes of the issue
» does not understand how to
address these root causes
» is not sure if project is worth
the investment
Pull
7
» When customer:
» understands the issue
» understands the root causes of
the issue
» understand how to address
these root causes
» has allocated a budget
Push
OR AND
» “Leveraging this technology you
can achieve this level of
performance”
» “Business case is showing high
return on investment and quick
payback”
» “We have the capabilities and the
track-record to be your partner to
implement this technology”
Pull
8
» “Leveraging this technology you
can achieve this level of
performance”
» “Business case is showing high
return on investment and quick
payback”
» “We have the capabilities and the
track-record to be your partner to
implement this technology”
Pull
9
» “Our solution is the one that best
matches your needs”
» “We havethe capabilities and the
track-record to be your partner to
implement /run this solution”
Push
Customer decision-making cycle
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Push
Pull
Customer
GO/NO GO
10
Pull
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Customer
GO/NO GO
Resources
time
« Best performers
are acheiving this
level of performance
in this area »
« You could
acheive this level of
performance by
addressing these
improvements »
« This
technology
would enable
these
improvements »
« We have an
attractive
business plan »
« We are a
credible partner to
deliver this
business plan »
11
Push
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Customer
GO/NO GO
time
Resources
« We have the best
Solution to fullfill
your requirements »
« We are the best
possible partner to
deliver / run this
solution »
12
» Sizeable deals
» Opportunity to be sole source
or get a privileged position
» Build relationship and
customer intimacy for future
growth
» Longer Sales cycle
» Higher Sales costs
» Cost of complexity to manage
highly customized solutions
Pull
13
-
+
» Ability to make money with
repeat business
» Shorter Sales cycle
» Lower Sales costs
» Highly competitive
Push
-
+
Another Sales approach
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Distribute Name
cards
14
Another Sales approach
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Wait for RFP
Distribute Name
cards
15
Another Sales approach
Manage the bid
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Wait for RFP
Distribute Name
cards
16
Another Sales approach
Manage the bid
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Find a good excuse:
•Price
•Political decision
•Team
Loss reviewWait for RFP
Distribute Name
cards
17
Another Sales approach
Manage the bid
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Find a good excuse:
•Price
•Political decision
•Team
Loss reviewWait for RFP
Distribute Name
cards
Real reason =
lack of pro-activity
18
Current situation in many companies
RFP
Sourcing
strategy
Business
case
Solution
Root
causes
Performance
gap
Push
Pull
Customer
GO/NO GO
Wait for RFP
<10%
<30%
>60%
19
Current situation in many companies
Customer
awareness
level
Pro-activity
+
+-
-
Wait for RFP
Drop the ball
20
Push versus pull sales
The way we sell and
engage with customers
can be a strong
differentiation factor !
22
Target situation
Customer
awareness
level
Pro-activity
+
+-
-
Pull
Push
23
Implications:
Level 1: provide competitive solutions
and adequate sales support expertise
Level 2: enable your Sales force to do
consultative selling around offerings
24
Enable your Sales force to do consultative
selling around offerings
Step 1 : build customer awareness of performance gaps
» Performance benchmarks
» Map of best practices
» Maturity models
» Performance assessment tool
25
Enable your Sales force to do consultative
selling around offerings
Step 2 : help customer identify root causes and choose solution
» Root causes identification tool
» Map of solutions
» Benchmarking of available solutions
» Example business cases of customers that have implemented
your solution
» Customer testimonials
26
Enable your Sales force to do consultative
selling around offerings
Step 3 : help customer build business case and get a GO decision
» Transformation roadmap tool
» Business case tool
» Commitment with risk-reward scheme
27
Push versus pull sales

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Push versus pull sales

  • 4. » Start from a customer issue and build a solution = Consultative selling » Pull investment funding outside of any existing budget » Dialogue with CxOs about their known or unknown issues » Challenge CxOs point of view » Start with a business case and then build a customized solution BIG DEAL SALES ACCOUNT SALES Pull 4
  • 5. » Start from a customer issue and build a solution = Consultative selling » Pull investment funding outside of any existing budget » Dialogue with CxOs about their known or unknown issues » Challenge CxOs point of view » Start with a business case and then build a customized solution BIG DEAL SALES ACCOUNT SALES Pull 5 » Start from a product and try to find a customer need » Compete against other providers to get an existing budget » Demonstration of capabilities » Understand CxOs point of view » Start with a solution and demonstrate relevance SOLUTION SALES Push
  • 6. » When customer: » does not know they have an issue » does not understand the root causes of the issue » does not understand how to address these root causes » is not sure if project is worth the investment Pull 6 OR
  • 7. » When customer: » does not know they have an issue » does not understand the root causes of the issue » does not understand how to address these root causes » is not sure if project is worth the investment Pull 7 » When customer: » understands the issue » understands the root causes of the issue » understand how to address these root causes » has allocated a budget Push OR AND
  • 8. » “Leveraging this technology you can achieve this level of performance” » “Business case is showing high return on investment and quick payback” » “We have the capabilities and the track-record to be your partner to implement this technology” Pull 8
  • 9. » “Leveraging this technology you can achieve this level of performance” » “Business case is showing high return on investment and quick payback” » “We have the capabilities and the track-record to be your partner to implement this technology” Pull 9 » “Our solution is the one that best matches your needs” » “We havethe capabilities and the track-record to be your partner to implement /run this solution” Push
  • 11. Pull RFP Sourcing strategy Business case Solution Root causes Performance gap Customer GO/NO GO Resources time « Best performers are acheiving this level of performance in this area » « You could acheive this level of performance by addressing these improvements » « This technology would enable these improvements » « We have an attractive business plan » « We are a credible partner to deliver this business plan » 11
  • 12. Push RFP Sourcing strategy Business case Solution Root causes Performance gap Customer GO/NO GO time Resources « We have the best Solution to fullfill your requirements » « We are the best possible partner to deliver / run this solution » 12
  • 13. » Sizeable deals » Opportunity to be sole source or get a privileged position » Build relationship and customer intimacy for future growth » Longer Sales cycle » Higher Sales costs » Cost of complexity to manage highly customized solutions Pull 13 - + » Ability to make money with repeat business » Shorter Sales cycle » Lower Sales costs » Highly competitive Push - +
  • 16. Another Sales approach Manage the bid RFP Sourcing strategy Business case Solution Root causes Performance gap Wait for RFP Distribute Name cards 16
  • 17. Another Sales approach Manage the bid RFP Sourcing strategy Business case Solution Root causes Performance gap Find a good excuse: •Price •Political decision •Team Loss reviewWait for RFP Distribute Name cards 17
  • 18. Another Sales approach Manage the bid RFP Sourcing strategy Business case Solution Root causes Performance gap Find a good excuse: •Price •Political decision •Team Loss reviewWait for RFP Distribute Name cards Real reason = lack of pro-activity 18
  • 19. Current situation in many companies RFP Sourcing strategy Business case Solution Root causes Performance gap Push Pull Customer GO/NO GO Wait for RFP <10% <30% >60% 19
  • 20. Current situation in many companies Customer awareness level Pro-activity + +- - Wait for RFP Drop the ball 20
  • 22. The way we sell and engage with customers can be a strong differentiation factor ! 22
  • 24. Implications: Level 1: provide competitive solutions and adequate sales support expertise Level 2: enable your Sales force to do consultative selling around offerings 24
  • 25. Enable your Sales force to do consultative selling around offerings Step 1 : build customer awareness of performance gaps » Performance benchmarks » Map of best practices » Maturity models » Performance assessment tool 25
  • 26. Enable your Sales force to do consultative selling around offerings Step 2 : help customer identify root causes and choose solution » Root causes identification tool » Map of solutions » Benchmarking of available solutions » Example business cases of customers that have implemented your solution » Customer testimonials 26
  • 27. Enable your Sales force to do consultative selling around offerings Step 3 : help customer build business case and get a GO decision » Transformation roadmap tool » Business case tool » Commitment with risk-reward scheme 27