Market Entry Solutions
Brian O’Doherty, CEO, SAAS
We know that much of the risk facing vendors as they entering a new market is related to resourcing and recruitment. But how can you avoid the uncertainty and cost of hiring, in both time and money?
I hear time and again of companies suffering the crippling effects of employee non–performance – of organisations that have taken 6-12 months to find and employ a highly paid, full time sales executive, only to find they don’t work out. Then there are termination legals and expenses.
There is also the terror, when terminating an unsatisfactory employee, of simply not knowing what they have been doing (or not doing), particularly if the vendor is from overseas and has no transparency into its new marketplace.
They are $250,000 down the drain and their competitors have stolen the march on them.
An outsourced market entry solution will sidestep these issues and:
- Avoid high recruitment and ongoing employment costs
- Avoid dependency on a single individual sales executive
- Closely match costs to positive outcomes
- Ramp up or slow down investment in activities as the need arises
- Control marketing and sales activities
- Speed to pipeline generation
- Cover all of Australia and New Zealand, when face to face selling is required
- Expand internationally
The Art of Asking the Right Questions and Hearing the Answers
Brian O’Doherty, CEO, SAAS
Everyone knows that sales and marketing isn’t rocket science but to sell successfully does take a level of passion. And it is definitely a matter of combining proven techniques with certain personality types.
Those proven, systematic ways of identifying and approaching prospective customers, such as author Neil Rackham’s SPIN Selling, (Situation, Problem, Implication, Need-payoff) is the way to maximise every opportunity.
In a nutshell, Rackham observed 35,000 sales calls over a 12-year period and analysed why some sales people succeed and others fail. He found that the best sales people are highly skilled at matching the needs of their products and services with specific, customer-defined benefits.
This is easier said than done, however, as there is an art in asking the right questions and truly hearing the answers.
Nothing beats maturity and industry sector experience in being able to ask the probing questions that will elicit what the customer actually needs and then be able to add real value.
When SAAS team members are approaching any contact during the lead generation phase they must quickly discover whether the targeted organisation has a problem that can be solved by our client’s solution; what the implications of that problem are; and the benefits of solving the problem.
Because we have a very tight window, 3 – 5 minutes max, in which to isolate the prospect’s issues and generate initial interest in our client’s solution, we can’t fritter any of that opportunity with any unproductive lines of questioning.
It is the work we do with each client during the campaign establishment phase that is absolutely critical to creating a conversation that includes specific Problem and Implication questions that will lead to the Payoff – a payoff for our clients, SAAS and the end customer.
So, for successful enterprise–level selling, beyond the techniques and processes, it’s the life and business experience of our staff that make’s the difference. They have the ability to read beyond the obvious into answers given by prospects. From there, they match how your solution addresses their pain points and business needs.