The Audible-Ready Sales Podcast
The Audible-Ready Sales Podcast

Episode · 2 years ago

Selling the Platform Solution

ABOUT THIS EPISODE

John Kaplan talks through best practices for preparing to sell the platform solution to your buyer, getting beyond just selling the smaller point solution.

... on the podcast to talk about broadening your sales conversation. Great topic, Rachel. We talked about this topic a lot. Think when people reach out to force management, they're often looking to address a major change in their organization, and one of the changes that we see frequently is company shifting, particularly from selling a point solution to selling a platform. This is a common one. Yeah, this is a really common scenario for us today and it seems to cause companies significant challenges for a number of different reasons, and I think will do a good discussion on it today. Right, the that decision to create and sell a broader solution obviously has benefits, but without enabling your sales team to sell that platform, that decision will never realize it's full potential. And, as we always say, it's not necessarily about that new functionality you're offering to the buyers. Yeah, right, you know, it's always about the business outcomes you're achieving and what is the value for your customer. You know,...

...if you're a leader, you need to make sure you're providing that clarity on how the platform solves business problems. In a different way. You know, you need to determine how your solution solves business challenges and how it does it to drive the value for the various roles within the organization. Who owns those business problems? Who Does the solution impact the you know, the most and and what are the additional roles that get impacted and how those roles interact with one another? These are all things that you got to be cognisant of right and they you know, they make it a difference when you're selling that broader platform solution, and we say it a lot, John on these podcast that one of the most basic things in organization can do to a quip the reps appropriately to address a new solution is to make sure the organization is aligned sales, marketing product, the whole kittenkoboodle on the value and differentiation of the...

...solution to the buyer. Yeah, it's such a great point. You know, at the end it really comes down to a platform shift changes the buyer conversation, higher and broader conversations for salespeople to cross the enterprise into other business units. Platform solutions are often part of cross organizational initiatives and they demand a fluency as to what other roles are involved and what's important to them. Right. So let's talk a little bit, John, about what you need to do is a sales organization to equip your reps to maneuver to these outlier conversations that they may not have had to have previously. Yeah, you know, I think it always comes down to the for censor questions. I think if you listen to our PODCASTS, you're probably always going to hear US talk about the four cential questions. What problems do we solve for our customers? How do we specifically solve them? How do we solve them differently or better than anybody else, and where have we done it before? You know, from there you need to make sure that you provide a clear intersection between the positive...

...business outcomes and required capabilities for every decision maker involved in the platform. If you do that, you're on your way to being very, very successful and providing, you know, great insight for your sellers on those business conversations that switch from a, you know, point solution to a platform. Those required capabilities and determining them for every decisionmaker really helps you qualify. So let's talk about a little bit about qualification. When you're selling that platform solution, you need a qualification process in place that accounts for understanding the complexities of that buying process, because it can get complex, as we all know, right, can't? It definitely gets its. You know, the struggle is to clearly define the process because they tend to be bigger and, as you just said, more complex. So you know when you land down the business problem you're solving and the outcomes to which you're you know, solution is driving, then...

...then you can build the justification necessary to move the other stakeholders in the company. So you got to think about it. You may have to teach them how the decision process gets made. You may need to show them the justification on how the business problems gets solved. Many times in a platform play the client doesn't even know who owns the issue that they're trying to solve and they may not even understand who all the players are in their own company. So in a sense you have to be very, very knowledgeable about their company and you have to be a great collaborator. You can't do it without an effective and consistent qualification process. You know, if you don't, you're leaving money on the table because your reps don't understand the impact of the problem they're solving and who owns it, the deal never expands and, as we always have seen in the past, we as sellers often stay in our comforts and, excuse me, in our comfort zone, which oftentimes tends to be that very...

...point solution itself. Yeah, you, you always talk about John to believe what you do matters and if you truly believe the solution can help the company, you can really be an asset to the first person you're talking to and really brought in that solution to the company to be an asset, our partner and helping them solve their problems. So let's talk a little bit to about proof points. We always talk about required capabilities. We we can't have this cover station without mentioning proof points, and can be they can be really critical when you are selling a new type of solution. Yeah, you know, when the solution is broader and your price increases, you have to mitigate the risk that the client feels from signing on for a bigger piece of the Pie. You know, let's say, for example, that you get to the CFO and the CFO, you know, sees how the solution can help on paper, you know, but it's looking for proof that you can do what you say you can do. You know, without it, he or she may stop the deal or push for a smaller pilot project. We often see...

...that it so proof points can diminish the risk perceived by the buyer when moving to a platform solution. Take the time to strategize how you can gather these measurable results and package them in a way that the sales team can use to their advantage. There are must that's right and those that no decision. Content. We've got a ton of content and no decision, including our Webinar on predicting no decisions. You can find that on our website. Look under the resource section on on demand webinars. You can watch the whole thing there. Thank you so much, John, important topic. Thanks for going through that with me to my pleasure. All right. Thank you, everybody for listening.

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