“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself and not the enemy, for every victory gained, you will suffer defeat. If you know neither yourself, nor the enemy, you will succumb in every battle” Sun Tzu

Solution Selling The Complex Sale

Agenda: Approach to selling our solution Emphasis on the nature of our sale For selling ACM (can work with RM too) Framework for action

Solution Selling What is it? Solutions vs. products/services Client needs vs. product selling Needs discussion Client objectives Current Situation Level of satisfaction Future needs Solution dialogue Matching capabilities to what is important to particular client Not about a competitor Not about a specific product differentiation

Solution Selling Not about a competitor or specific product feature Would like a bold line between EB and our competition but in reality, the line is mostly fuzzy. One killer app can kill you. Best features and benefits are temporary and tenuous Rate of technological change Competitive pressure to innovate Savvy customers minimize difference Competition defined as: Buy from someone else Use internal solution Use budget for something else Don’t change – easier to do nothing Nails >. Innovate >> Nuts – bolts >> innovate > washers --- how about more durable bonding Become to focused on competitor – don’t see what the competition really is Focus on competition leads to being reactive vs. solution dialogue Become reactive and send a terrible message – think it is saying “better than” but the message is more “me too” Reactive strategy is not about what you can do but what you can undo – not position of strength. Comparing to the competition deflects attention form the customers concerns

Solution Selling What it requires Skills needed Questioning Listening Verifying/Qualifying Positioning Follow-up & maintaining momentum Account planning/preparation Systematic approach to all accounts Managing the sale over time

Buyer had multiple options Solution Selling With our complex sale A complex sale is one in which a number of people must give their approval or input before the buying decision is made. Buyer had multiple options Numerous levels of responsibility are involved Decision making process not self-evident to outsiders

Buying Influencer Chart Complex Sale 4 buying influencer groups Buying Influencer Chart Economic - $$$ User - Impact Technical - screens Allies – guide & supporter

Complex Sale Economic Buying Influencer Role: To give final approval to a buy Only one per sale -- can change from sale to sale Could be a team of people or committee – formal vs. adhoc/underground Controls expenditure of $$ -- signs agreement Authority to release and commit $$ Veto power Focus For ACM and larger deals > will it be more senior? Wants to know how impacts his organization ROI benefits & cost efficient

Complex Sale User Buying Influencer Role: To make judgments about impact on job performance There are many in our business Use or supervise the use of our product/service Its personal since User will live with our solution Direct link between User’s success and our success Focus: Getting the job done Asks how will it work for me and/or my department Will it allow me to be successful? Will it make my life easier? Is it smart for me to recommend?

Complex Sale Technical Buying Influencer Role: To screen out Can be many – team or committee Judge technical capabilities and specifications Judge measurable, quantifiable aspects of our solution Gatekeepers Can’t give final approval but can say no Focus: Match to specification requirements in there area of expertise Does it meet the technical needs of user groups? Will I recommend it?

Complex Sale Ally as Buying Influencer Role: To act as guides in the sale within the target account Usually single individual with degree of trust and confidence in you Actively seek and recruit for all major sales Identified & developed through sales process within each Provides and interprets information on: Validity of your sales objective Other buying influences Shifts in landscape and real decision making process Threats & barriers Focus: Provide insight & support

Buying Influencer Chart Complex Sale Probing to identity key players in each group Buying Influencer Chart Economic - $$$ Who has final authority on deal? Who has authority to direct $$ to exercise the deal? User – Impact Who will supervise users? Who has “vote” to use the EB product/service? Technical – screens Who will make the judgments on specs of product? Who will create the POV for consideration/evaluation? Allies – guide & supporter Who in account can best be utilized as ally? Buys into broad vision of EB Position of broad influence

Identify all the key people in each of the 4 groups Solution Selling Managing our complex sale Identify all the key people in each of the 4 groups Speed: identify quickly Look for roles and influence – not just titles Understand the role of each individual – changes by account Must cover all the bases Assume buyer ignored is a threat Personally meet with each key player Insure that someone covers that key player Out of territory media/creative influencers Visibility to management to cover Most focus on one or 2 people with whom we have a relationship Talk people with whom we feel most comfortable Those who are more readily accessible and fill the calendar Have the right title NOT RELIABLE in today’s environment right Today companies are in constant flux People move a round a lot – especially in our business Successful sale defined as Satisfied customers Long-term relationships Repeat business Good referrals

Eyeblaster Buying Influencer Chart Complex Sale Who is in each group? Eyeblaster Buying Influencer Chart Economic Senior management Senior Mgmt Media Finance/procurement Advertiser User Creative/Production Media Trafficking Technical Ad Ops Research/Analytics Search Ally/Guide Helps navigate Ideally high level Can be found in any group

Complex Sale Needs Discussion What are there needs? What is our current position (how perceived) with this account? What is the perception or knowledge of our solution? Does it meet their business and personal needs? What is the discrepancy between needs and our solution? What are the threats or opportunities?

Identify Needs Economic Buying Influencer Given demands from your clients, growth in volume and complexity, are you able to maximize client ROI and not increase payroll? Do you have the comprehensive visibility you need into your data for efficient & effective analysis? Is global capability for campaign deployment, optimization and multiple level analytics important for you going forward and why? Are you client demanding integration on their digital marketing channels? Would integrating search be a primary objective?

Solution Selling Know your accounts Key influencers Cover all the bases

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