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Inside the Sales Lab

Engaging early adopter customers through Design Thinking.


Ian H Smith

Our Sales Lab helps organisations engaged in the high-value, high-touch sell to engage customers in Mutual Value Discovery, getting beyond abstract responses to Request For Proposal (RFP) documents. Built on a Design Thinking method, our approach is rooted in creating strong receptivity, rapport and trust among all key buyside and sellside stakeholders. See: Design Thinking in Sales

Demand Creation Selling

Demand Creation Selling is designed for the high-value, high-touch sell. Let's define each of these directional phases of the buying and selling cycle, where at each stage, buyer and seller moves through five iterative Design Thinking steps:

Creating a compelling message that resonates with an empowered, but hard-to-reach decision-maker. This is simply a focus on effective lead generation from a cold start: make the Value Proposition stand out in words and pictures.

Having aroused the interest of an empowered decision-maker with a PiercePoint message, the ProofPoint becomes the validation of claims made. This is where Mutual Value Discovery and 'Interactive Decisioning Tools' (as extensions to Salesforce Sales Cloud) come into play.

When engaging a buyer in Mutual Value Discovery workshops, with meaningful CRM-based Interactive Decisioning Tools, the seller achieves sufficient rapport, receptivity and trust to understand the path, people and politics towards a timely win.

Mutual Value Discovery

Sellers have to defend value over price. Buyers are motivated by achieving measurable value outcomes through achieving more for less. As a Salesforce Registered Consulting Partner, our Sales Lab helps firms who are engaged in the high-value, high-touch sell to translate solution value into tangible ROI Models that resonate with buyers.

Through tailoring Salesforce Sales Cloud instances, each ROI Model for a particular solution is embedded into a 'Custom Object' (Module) within the Salesforce technology, enabling the calculated difference of Current State ('As-Is') versus Future State ('To-Be') attributed to the buyer making a timely investment in the solution in question for an Opportunity forecast.

The ROI Model is built for both a quantitative 'Economic Basis of Decision' and a qualitative 'Emotional Basis of Decision', where the balance between these two 'Scorecards' depends entirely upon the context of the solution being considered. Underpinning all of this is the ROI Model for the 'Cost of Delay' or the 'Cost of Doing Nothing', providing a vital counter-argument to deal slippage.

Reliable Sales Forecasting

The best way to cure the sales forecasting reliability problem is to simply shift the validation of Opportunity Amount (Deal Value) and Close Date from seller to buyer. This means enabling the buyer and seller to collaborate around a ROI Model for the value proposition in question and where the Salesforce Sales Cloud instance for the buyer is extended with our enabling components.

Sales Enablement = Sales Coaching

Sales Enablement is all about increasing the effectiveness of professionals engaged in the high-value, high-touch sell. Of course, a solid foundation of 'right message, right content, right tools - right time' is part of the key to success here.

But what makes this unique from inside our Sales Lab is Sales Coaching. This means one of our experts offering 'outside-in' Coaching at every stage of the buying and selling cycle - personalised and made available incrementally, as 10-minute online sessions.

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