CEO @ Aligned | Helping revenue teams manage deal complexity | Follow to learn how focusing on your buyers is the top 1% formula
As an executive buyer, I *never* review sales decks. Yet, 99% of AEs equip champions with 25 slides at the critical decision stage. Instead, it only takes 60min to craft a decision resource that *does* get read (here’s how we do it): BACKGROUND: Your entire Sales Process has one goal. Support the Buying Process. That's it. You spend hours on: - Running POCs - Listening to calls to prepare - Catch-up calls with champions - Follow-ups to get an executive meeting But not 60 minutes writing a BUSINESS CASE? That's insane! Your buyer’s process ends with a business case. So the POCs, Call Recordings, Catch-Ups, FUPs… Don’t mean a thing if you fail at this step. ——— Here’s our teams’ 5-step Business Case framework: 1. LATE PROCESS DISCOVERY WITH OUR CHAMPION Discovery is not a stage, it’s the definition of your role as a seller at every stage. We always connect with our champions at advanced stages to prep on the key questions they’ll get asked: Why do Anything? Why Now? Why Us? 2. DRAFT A STRONG PROBLEM STATEMENT We use our discovery notes to draft strong storytelling that: a) Describes the problem, b) Its root cause, c) The impact of the problem (ideally quantifiable), d) Why it’s important now, e) Why it wasn’t yet solved (this helps fight scrutiny). 3. USE OUR BUYER'S LANGUAGE We ditch the lingo that comes with our standard enablement materials and use what we hear all stakeholders say throughout the process. How they describe the problem, their acronyms, etc. 4. ADD SUPPORTING DATA THAT EXECS WILL ASK FOR Include what execs will need to make a decision. For us, it is: a) Quantifiable impact, b) Project scope, c) Terms, d) Recap of evaluation and why us. 5. MAKE IT COLLABORATE AND SHAREABLE Using a Deal Room helps us get our champion’s input more easily and edit it together with them. Very often it turns into the internal version that they present, which gives us more visibility into who’s involved and viewing what. ——— Want to ensure you get chosen in that hard-worked deal? Get off your a**. Spend 60 minutes writing a Business Case. Skip the 25-slide deck.
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