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Value! Value! Value! Value!
The number one complaint from presales, sales, and customer success leaders about their teams’ demos is that “they don’t communicate business value.” And in order to communicate business value, teams need to know what the value es for their prospects!
Se trata de un nivel de habilidad decisivo. Los que no sepan comunicar el valor empresarial tendrán problemas con sus demostraciones; los que transmitan un valor tangible estarán en posición de triunfar.
Most vendor demos don’t communicate valor at all, leaving prospects without the ability to sell internally. Some vendors describe generic value, and a subset of these vendors go further to make it tangible. However, the real objective is to communicate the tangible value gains for each específico prospect. Let’s break these important ideas down!
Valor empresarial genérico:
Case 1: In the simplest case, presales, sales, and customer success teams should be able to articulate the intangible benefits of their solution. This might be phrased as, “Our software enables you to reduce the time needed to…” This is too generic and is nearly meaningless.
Case 2: Slightly better is to communicate the kinds of tangible gains seen across the industry, “Our customers report savings of 2-4 weeks in process time.” But will this resonate with the current prospect? Hard to say!
Case 3: An additional improvement is to be more specific, “Other customers who are very similar to you report process reductions of 2-3 weeks.” This will feel more relevant for the current prospect but note that the numbers are de otra persona.
Valor empresarial específico:
A falta de descubrimiento, los vendedores se limitan a declaraciones de valor genéricas. En consecuencia, el descubrimiento debe llevarse a cabo con el claro objetivo de descubrir elementos de valor significativos y específicos de los clientes potenciales.
During discovery, any time your prospect “admits pain,” your job is to quantify it. Each of these is a Delta: the difference between your prospect’s current state and their desired future state. While capturing and communicating Deltas is richly developed in both Descubrimiento y GREAT DEMO!, here is an introduction.
When your prospect says, “It takes too long…” your response should be two questions:
- ¿Cuánto tarda hoy?
- How long debe it take?
The difference is the Delta: A simple and direct expression of value. A few additional questions will enable you to do the math (“maths” for you in the UK, etc.) to calculate meaningful business value statements.
Medida(s) para alcanzar el nivel 4:
- Presenta métricas de valor empresarial tangibles y específicas para cada cliente potencial.
Pros:
- A menudo es suficiente para lograr la Prueba Técnica.
- Permite a los clientes potenciales crear casos de negocio internos.
Contras:
- Sigue siendo inadecuado para la Generación Visión.
- Puede seguir siendo un monólogo unidireccional.
- May be difficult to differentiate from competition.
- Puede dejar dinero sobre la mesa.
Calificación: B
See this article for more on uncovering Deltas:
https://greatdemo.com/lets-talk-about-value-uncovering-the-delta-new/
For the full methodologies, see:
Hacer descubrimientos:
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
Gran demostración Tercera edición:
https://www.amazon.com/dp/B0C9SNKC2Y/
And this story in “Suspending Disbelief” illustrates the power of doing superior discovery:
“You Know You Already Closed Me” https://tinyurl.com/yc7rsrmy