- Most technology companies have invested in a sales enablement training process (e.g., Solution Selling, Customer Centric Selling, PowerBase Selling), yet McKinsey & Company states that 3 out of 4 companies investing in these methodologies never receive a return on their investment. Alarmingly, 80% of those companies defining their sales process have NOT aligned it with their buyer’s decision process. This simply means that most sales training is an event that trains what to do, not how to do it. Companies spend millions of dollars on product development, but, not a single dime is spent on empowering distribution channels and marketing with a common articulation of a product or company differentiation!
Do you know HOW: - Your sales team performs during its sales cycle?
- Your expensive sales training is paying off?
- Your market perception rates against that of your competition?
- Your prospect buying process aligns with your selling process?
Do you know WHAT:
- Your prospects think of your company?
- Your company’s branded attributes are?
- Your competitive differentiation is?
- Your common marketing and sales messages are?
- Diagnosing Performance by Quantifying Market Perception
Nothing improves new business greater than understanding pre-client (prospect) perceptions, yet less than 20% of organizations conduct post-decision interviews with discipline or regularity. We believe that post-decision interviews are not discretionary and the gleaned market perception from these interviews is the only way to verify a company’s technology, services, products, sales cycle and competitive positioning enabling real alignment with buyer decision processes. Solution-centric sales training events require, but, do not provide: Articulation of your competitive differentiation; Common and appropriate messaging to the right buyers; Understanding of the buyer needs or mapping of your solution to those needs. Without this essential verified differentiation, messaging and customer insight required by solution-centric sales training, you are not selling solutions, only products. Accurate prospect perception enables companies to take a thorough look in the mirror at its truthful corporate culture, products and services and to realistically validate the attributes that it already competitively “owns” and to focus on the attributes requiring real change. -
Attribute Perception Analysis
SCAI’s premiere service, Attribute Perception Analysis (APA), enables sales and marketing teams with essential feedback and measurement based on real knowledge about its prospects. If you are serious about selling solutions, APA is an essential companion service to any solution-centric sales training event to align your selling with your buyer process. Specifically, APA quantifies fifty common attributes and questions that prospects commonly associate as decision criteria, so your quarterly presentations will:- Diagnose sales channel performance to better align prospect perception & buying process with your sales cycle;
- Monitor prospect buying criteria, decision process and perceived attributes to guarantee realistic awareness and lead-generation campaigns;
- Verify competitive differentiation to align marketing, corporate and sales DNA into a common message;
- Instill a continual buy-side performance measurement for your sales cycle or training process.
For more information and pricing on SCAI’s Attribute Perception Analysis service, please contact us at info@salescycleanalytics.com.
To view a narrated sample of a quarterly APA presentation, please select the image above.
Perception Analysis
