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Technology Sales Training - Online

Technology Sales Training
Enterprise Technology Sales Training · Value Selling · Strategic Outcomes
Technology Sales Training Course – Why TechSalesInsights?
The objective of TechSalesInsight’s Tech Sales Training Courses, are to help technology sales professionals that are in the early-to-mid stage of their sales career make a rapid transition into highly paid Technology Sales roles. The Tech Sales Course will help overcome critical challenges that most Technology Sales Representatives will face whether selling; Data Centre Systems, Devices, Technology Services or Enterprise Software including Cloud XaaS. There is a strong focus on selling; technology solutions, value and outcomes vs price and discounts.
The Tech Sales Training Course is an adaptable sales framework that aims to fast-track students into being capable of developing and managing both non-complex and complex, high-value, strategic technology deals.
This is achieved by combining essential & advanced sales activities with advanced & continuous qualification throughout the sales process in parallel to applying MBA techniques to rapidly evaluate customers and their industry, to capitalise on strategic imperatives with a view to positioning technology value propositions as the key enabler to significantly improve business performance.

Technology Sales Training - Overcome Challenges Selling Tech Deals

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tech sales training
50% of buyers have already made up their mind prior to contacting sales

Big Risk that Customers Fail to Acknowledge Differentiation & Value

According to Miller Heiman’s (2018) CSO Insight study on buyer preferences, ~50% of buyers have made up their mind prior to contacting sales, more than two-thirds of buyers fail to recognise differentiation between vendors and 90% would be open to early engagement with sellers.
In the current market, especially with the growth of Cloud Computing with XaaS, customers come armed with a wealth of knowledge from the Internet and can try to lead Tech Sales professionals down the transactional sales route.
Many prospects make contact later in the sales cycle to extract more information i.e. free consulting with no commitment or follow through i.e. intelligence gathering, demo box ticking and requests for pricing for a BATNA to beat up their preferred supplier. 
Other customers may attempt to negotiate a transactional sale with no appreciation for differentiation i.e. focus on price and discounts resulting in lower value, shorter duration opportunities at a single business unit or departmental level.
Learn how and where to build differentiation into your value proposition – benchmarking against the competition in line with customer decision criteria to create unique value.

Know your Customer, Industry & Business Drivers

To be able to provide credible advice and guidance to customers on how to improve or optimise specific areas of their business with technology value propositions, you need to understand the enterprise or organisation. This includes uncovering strategic imperatives and capitalising on the customers’ strategic goals & objectives as an organisation. It is essential to identifying underlying problems with; existing systems, business processes and limitations within license or services agreements that are potentially acting as blocks & barriers to the customer achieving their intended outcomes.
Just as customers are actively researching technology vendors prior to any sales interaction, it is essential that Tech Sales professionals proactively research and analyse customer enterprises and organisations including strategic business units from multiple perspectives, in addition to the customers’ external environment.
It is important to establish key fundamentals as background information that expose the bigger picture across an enterprise or organisation, with the aim of directing the sales engagement towards strategic enterprise value – whenever possible. This takes time and effort, however it can pay off as noted by Decisonlink, for example ‘by increasing your average order value and landing you that sale through a single piece of data’.
Research Background
Software sales training
Spend more customer time exploring implications of problems on customers’ goals, selling value and intended outcomes – not asking situational questions to background information that can be easily found prior to customer meetings by researching various sources including internal systems.

MBA Concepts · Rapidly Evaluate Customers · 'Win Win' Outcomes

  • It is imperative to understand all available options open to the prospect or existing customer including maintaining the status quo i.e. existing infrastructure, systems, processes etc. In the absence of detailed analysis for each viable alternative, it will be questionable as to whether you can convince the organisation to embrace change to implement or deploy your value proposition
  • The Tech Sales Framework includes advanced concepts & models taught in leading MBA programs to quickly evaluate businesses; industry, market, strategy, financial performance, competitive positioning, value chain and SBU analysis - used to determine & position win win outcomes
  • Additionally, there are pointers as to what to review within existing software license agreements in terms of restrictions e.g. rights of access and use, to help understand limiting factors - creating opportunities to increase scope & entitlements.

Tech Sales Professionals Need to Know When to Switch Gears

  • Technology Sales professionals need to engage early and must gauge when to pursue transactional, solution or outcome based sales including when to leverage strength as the incumbent provider. For example; at a business unit level or when it is feasible, in order to take a strategic view of the customer across their organisation, it's important to elevate discussions with the Economic Buyer. Ideally you are looking to widen the scope and capture high value opportunities by creating differentiated & unique value across the Enterprise if there is an opening to perform detailed discovery and analysis.
  • Experienced and successful Technology Sales professionals will know which sales strategy to employ depending on the customer situation including the scope and type of opportunity and limiting factors such as budget, decision making bureaucracy, access to the right people & obtaining specific data points.
Tech Sales Course
You need to Offer 50% More Value than Existing Supplier to Dislodge Them

Incumbent Supplier

As the incumbent supplier, this position usually carries the benefit of having a strong foothold in the account that can include existing relationships and potentially vendor lock-in making it difficult for the customer to switch suppliers. Migrating away from an incumbent supplier means taking on risk and absorbing the cost and challenges associated with change e.g. system integration, data migration, security, new user interfaces & staff training etc.
Many prospects and existing customers don’t have the patience or stomach to take on this added weight for various reasons including fear of losing their job or a promotion – hence why too many vendor proposals result in no deal and losing to ‘do nothing’.
In the Tech Sales Course, it covers the sales approach as the incumbent supplier. In terms of defending your position as the incumbent supplier, then clearly you are better placed to hold your price & terms based on value-add without the need to significantly discount. The balancing act is to leverage and not to abuse your position as the existing supplier which could result in losing the customer or at least future projects and other opportunities within the account over the medium to long term.
When attempting to displace an incumbent supplier, the value proposition needs to offer significant economic value to the customer in excess of 50% over their existing supplier – as discussed by Reilly T. & P. (2018) Value Added Selling.
IT sales course


Transactional Selling · Commodity · Volumes


Selling transactionally maybe frowned up by many Sales Directors - until quarter end when everyone is focused on the numbers & their job.

Where there is lack of differentiation or where the customer attaches zero value to subtle differences in products or services, these types of sales can often be viewed as commodity based i.e. available in abundance. Focusing on volume is one way to sell in order to achieve economies of scale and exceed sales targets in certain markets.

A transactional sales approach is usually present in mature markets, where technology hardware, services and even outdated software are widely available from a magnitude of suppliers that are all competing for market share or survival in declining markets.

If the customer has absolutely no interest or reason to look beyond a commodity based product or service, then why increase the cost of sale - if and when you can sell transactionally in a given timeframe at price that both parties can easily agree upon?

Volume and timescales are essential customer tradeoffs in return for vendor discounts. The big risk is a race to the bottom and missing other components of a much larger deal.

cloud sales training


Solution Selling · Tailoring Products & Services


Solution selling is more relevant where considerable discovery and analysis are required across multiple areas of the organisation to help uncover & diagnose what is preventing the customer from achieving strategic goals and objectives & intended outcomes.

Operating across multiple strategic business units and/or hierarchies is complex, time-consuming and it requires a joint buying and selling plan with senior level sponsorship from within the customer and engagement with the Economic Buyer.

A final technology solution may require a combination of products and services that impact many parts of the business.

Therefore a comprehensive & differentiated value proposition is necessary to target a broad range of customer priorities supported by a detailed ROI study focusing on; business improvements; systems, processes, financial results & KPIs in line with the customers strategic goals & objectives.

Big risk for high value solution deals are competitor influence on the decision criteria, existing relationships, gaining trusted advisor status & change inhibitors leading to no decision i.e. maintaining status quo aka inertia.

Enterprise tech sales training


Outcome Selling · Rapid ROI · XaaS


Where there is a need to operate under the radar of organisational bureaucracy & capital spending limits, the Tech Sales professional operates at a single business unit level, department, system or processes that have a specific requirement demanding rapid ROI & limited upfront costs.

This can quite often be achieved with XaaS propositions using outcome based selling as the vehicle to achieve this. Identifying smaller, quicker wins with a rapid ROI can help reduce the length and complexity of the sales process whilst inducing buyer appetite to take action.

The job of the Technology Sales professional is to rigorously qualify with the aim of landing a sale and gaining customer adoption. This usually means spending less time in the discovery phase diagnosing the underlying business problems than with the solution sales approach and more time uncovering the customers’ future intent to determine which areas can be positively impacted with Cloud XaaS.

This sales method is dependent on demonstrating proven capabilities with evidence of achieving positive results for similar customers, systems, business processes and targeted KPIs etc. Risk of small incremental wins & churn.

Online tech sales training

Transactional Sale

Selling transactionally is usually straightforward
Identify; customer needs, economic buyer / decision maker, approved budget / finances, competition including do nothing or build internally, timescales and the compelling event to help establish a key driver(s) of why the customer needs to act sooner rather than later in line with your forecast commitment.

Transactional Sale

Selling transactionally is usually straightforward
Identify; customer needs, economic buyer, decision maker, approved budget / finances, competition including do nothing or build internally, timescales and the compelling event to help establish a key driver(s) of why the customer needs to act sooner rather than later in line with your forecast commitment.

Managing & Navigating a Complex Sale

Managing a strategic sale across multiple business units or organisations e.g. subsidiaries or entities is a different ball game.
There are numerous decision makers, key influencers, blockers, technical buyers, user buyers and the economic buyer may well reside in a different location within a hierarchy where it is difficult to gain access.
At various stages of the sales process things will start to get cloudy and uncertainties will arise.
The Tech Sales Framework that forms the Technology Sales course, provides a structured approach to managing and navigating a complex sale for example building key influence maps and engaging the virtual team for optimal coverage – it also acts as a guide for when the going gets tough to ensure that you have covered all of the bases to eliminate the red flags.
Tech Sales Course
Sales Course

Comprehensive & Continuous Qualification

TECH SALES TRAINING - ADVANCED QUALIFICATION

Leading sales qualification methodologies are proven to initially qualify opportunities, whilst others help oversee the sales process to firm up on committed forecasts – although most were devised decades ago and their age exposes shortfalls in complex deals. One of the missing components of most qualification methodologies is ‘Competition’ and the prospect deciding to continue with status quo aka inertia resulting in no deal. Inertia is quite often the most prevalent competitor when selling technology solutions. Jill Konrath alludes to this in her legendary book discussing ‘Frazzled Customers’ Konrath, J. (2011) SNAP Selling.
Qualification in isolation without knowing how to research and analyse your prospect’s business strategically for optimal positioning and alignment of your products and services to their strategic goals, objectives and key priorities, they will only serve as a checklist throughout the sales process.
Sales qualification frameworks do not cover; demand generation, reviewing customers’ financial performance & business strategies, value chain analysis, differentiation, competitive positioning, negotiation and account management amongst many other areas that are essential in high value strategic technology sales. For example red flags and stakeholder engagement.
That is why the technology sales training course available on TechSalesInsights.com includes its own unique and comprehensive sales qualification methodology used to continuously qualify & take control of opportunities by combining it with the end-to-end Strategic IT Sales Framework for a comprehensive approach to Enterprise technology sales process – all of which are covered in the Strategic Technology Sales training course. FULL version included FREE in the Tech Sales Course.

Advanced Qualification for Complex, Higher Value & Strategic Opportunities

Gain a Sales Edge - Concise Concepts & Techniques

The Tech Sales Course aims to give you a sales edge by providing concise TechSalesInsights via visual, easy-to-follow short video tutorials, recap sessions, cheatsheets & quizzes (no reading or assignments & non-technical explanations), to sell both non-complex and complex strategic deals across the enterprise or organisation.
Applying MBA concepts & models will assist you in being able to rapidly research, analyse and cut through to customers’ real business problems, broader implications, including diagnosing how these issues are potentially preventing customers from achieving their strategic goals and objectives.
Developing sound business knowledge with improved acumen will accelerate your strategic understanding of customers and their enterprise or organisation. When you increase your knowledge and awareness, you get to see all of the angles which allows you to pursue an opening to gain traction and successfully position your value proposition with the confidence that it provides the best outcomes for the customer.
Technology Sales Course
Sharpen Business Acumen

End-to-End Structured IT Sales Process & Qualification Method to Keep You on the Right Track

The Technology Sales Training Course, combines Big-Tech Sales experience managing high value deals, leading MBA concepts & techniques to help identify scope whether you are selling IT solutions and differentiating with value based propositions or selling customers outcome based deliverables for Cloud XaaS solutions.
The objective is to improve your business understanding of the customers’ business in conjunction with critical analysis skills to help you successfully position and align enterprise technology propositions to customers’ strategic goals – creating win-win outcomes for the business and its key stakeholders.
The Technology Sales Framework will act as a guide at each sales stage on how to undertake essential activities to sell to key stakeholders across the organisation. In parallel to the sales process, advanced & continuous qualification, will ensure that you cover off all of the bases to drive high probability deals towards closure whilst eliminating uncertainties and low probability opportunities that will erode your time, resources & forecasting accuracy.

Contact: info@techsalesinsights.com

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