Storyboard_Sales_Play_2_Stack_Ranking_You_vs_the_Competition_&_ Best_in_Class

For our second sales play (see Storyboard Sales Play #1 – “Sphere of Influence”) to see the first play, I recommend you engage the prospective customer by showcasing Stack Rankings. We find, and our customers find, that this data-centric approach is a great wake-up call. As a prime example, Gartner’s Magic Quadrant rankings are an excellent example of this sales play. You’re delivering data to a customer to help them understand their market position against their direct competition, and/or best-in-class.

Establish a daily routine on social platforms to find, educate and  authentically engage decision makers.

Here are examples of places you can curate 3rd-party data:

  • Analyst groups like Gartner, Frost & Sullivan, Forrester, SiriusDecisions, Info-Tech Research
  • Crowdsourced data sites like Glassdoor, Owler, Trip Advisor, etc.
  • Factual sites like SEC filing (Form 10k) for financial performance, or government agencies

The purpose here is to push the prospective customer off their status quo to help them recognize that others in the market are exceeding their benchmark, so why aren’t they?

Here is a great created-data story from a customer of ours:

Hughes Networks is a global leader in satellite and internet services around the world. Their customer base ranges, but they have a strong foundation in retail, petroleum retail, and QSR as an example. Rather than rely on 3rd-party data, they make the data. They conduct in-depth store audits and walk-throughs, interview customers, and even pull the data from mobile phone traffic patterns within the retailer. They can help their clients predict traffic volumes, tendencies, and buying habits in their customer base. Imagine having this knowledge and then helping a list of competitive companies understand what best-in-class looks like:

  • How many people should walk through your store on a Sunday?
  • How long should they stay?
  • What should their AVG spend be?
  • What feedback do customers have about your in-store Wi-Fi?

Help your prospective customers recognize their S.W.O.T – Strengths, Weaknesses, Opportunities, and Threats.


New Call-to-action

Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

Leave a Reply

Login First!

Related Blogs

Mar 18, 2020 8:00 am
Critical First Step: Leadership Communication Plan

When sales enablement, marketing or sales leadership decide to roll out a skills and competency-based training program, they often overlook a critical first step. They will typically reverse-engineer time periods where sellers are best suited for learning, such as the summer months, down times between quarters, or in preparation for Q4. They execute training programs … Continue reading “Critical First Step: Leadership Communication Plan”

Mar 10, 2020 8:00 am
Mission 100%: Learning Is The Ultimate Leading Indicator To Success

It’s interesting that as you grow and evolve in business, you see in hindsight mistakes in the way you communicated the value proposition of your product or service. And I confess that I made a giant mistake in the way I boasted about our certification process. Let me first explain the process, then the mistake … Continue reading “Mission 100%: Learning Is The Ultimate Leading Indicator To Success”

Mar 3, 2020 8:00 am
Leadership Training Has Gone From: Nice To Have, To Absolutely Critical

A couple of weeks ago I was listening to a podcast. It was talking to sales leaders, discussing how leadership development has moved into a critical state. In most companies, too many sales leaders are new to their role – and fresh to management. The company has spent a lot of time, money, and energy … Continue reading “Leadership Training Has Gone From: Nice To Have, To Absolutely Critical”

Feb 25, 2020 8:00 am
Post-Sales Kickoff Prospecting Slump? Now What?

We’re approaching the end of sales kickoff season. Companies have brought their sales teams together, and have started planning new go-to-market strategies. They’ve added new product features, benefits, and new territory plans to their sales bags. With the best companies (unfortunately, most companies don’t do this enough), there is a new skills-based learning deployed at … Continue reading “Post-Sales Kickoff Prospecting Slump? Now What?”