“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

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

 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 What is it?

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 Solution Selling Not about a competitor or specific product feature

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

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 Solution Selling With our complex sale

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

 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 Economic 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 User 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 Technical 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 Complex Sale Ally as Buying Influencer

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  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 Solution Selling Managing our complex sale

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

 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? Complex Sale Needs Discussion

 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? Identify Needs Economic Buying Influencer

Solution Selling  Know your accounts  Key influencers  Cover all the bases

Thank You