Enterprise Sales Principles

PRINCIPLES OF THE ENTERPRISE AE

Prequalification questions to see if business as usual and growth mode (Are they open to evaluating a solution to drive that desired growth?)

Quantifying the Need, the characterization of the need and buying criteria (The DC Questioning Process)

Confirming buying criteria and demoing solution that satisfies the buying criteria (The PC aka pitch/demo) to coauthor:

Solution

KPIs

Attribution

ROAS model

Pricing in the context of ROI and need-based closing (Coauthoring proposal). If NDM with no decision making discretion get it approved first and then work within that approval amount

GETTING THE QUANTIFIED NEED IN A CONVERSATIONAL MANNER:

Growth mode in terms of business life cycle?

Set aggressive growth goals for the quarter/year?

How are you measuring your success? (Ex. In Insurance - households, premium, policies)

What specific goals are you targeting with that metric on a weekly, monthly, quarterly, yearly basis?

What are you at right now?

Quantify the gap

Who is it that you are looking to target; white collar professionals and at least homeowners?

Objection takeaways:

Any capacity constraints if we were able to help you reach specified goals?

Is the marketing budget there to help you get to that specified goal?

Is that specified goal a priority for you right now

PITCH PROCESS AKA THE PC

Confirm buying criteria 2. Demonstrate solution consistent with buying criteria 3. Check in question that they agree that satisfies buying criteria

PRICING IN THE CONTEXT OF ROI: Price is always in relation to something, ROI. When discussing CPC or your cost model, it is helpful to discuss price in the context of the ROI associated with it. That is why I walk them through the return on one customer journey from my tech company.

This can be done either verbally or you can work to coauthor an ROI model with them using their assumptions. That is how you discuss CPC aka pricing. Has to be in the context of return, because if the ROI is there, the price really doesn't matter.

Are you in growth mode?

How do you track and quantify your success?

What level of that metric are you looking to achieve this Q or Y?

Is this an aggressive growth goal, mid level or easy?

If aggressive type goals going to need a more aggressive budget to match

CLOSING AKA THE PROPOSAL CALL

We use the quantified need questions through the DC or investigative stage to find out the nature of the need and whether or not the growth goals are aggressive or intermediate in the eyes of the DM. Aggressive growth goals are associated with a more aggressive budget. The pricing conversation happens throughout the call or conversations, not just at the end. After confirming the nature of the need and the pricing related to that, confirm with a question: "Does that work for you?"