1. “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

2. Solution Selling
The Complex Sale

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

4. 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

5. 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

6. 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

7. 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

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

9. 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

10. 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?

11. 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?

12. 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

13. 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

14. 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

15. 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

16. 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?

17. 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?

18. Solution Selling Know your accounts Key influencers
Cover all the bases

19. Thank You