Deep Selling

Develop stronger, more profitable relationships with your buyers in the digital era

Right now, how we buy and sell is evolving dramatically. People have fundamentally changed the way they do business. To put it simply: buyers no longer interact with sellers in the same way. To ensure a profitable future, sales leaders and teams need to embrace this transformation. In the face of globalisation, ecommerce, subscription services, and new digital tools for buyers and sellers alike, you need new strategies to generate successful sales and better bottom lines.

Deep Selling shares the cutting-edge sales model you need to create a buyer-obsessed, high-performance culture. Your team urgently needs to embrace the growing suite of digital and AI technologies. But new technologies alone won’t solve all your selling problems. To really maximise your success, you need to evolve your selling frameworks and behaviours. You need to use these new tools in smart ways, embedding them into your sales execution models.

In this book, you’ll discover how to:

• Audit the current sales techniques and cycles in your organisation
• Transform your sales execution models
• Achieve organisational buy-in through new performance measures and shared goals for success
• Use data to drive strategy, and revolutionise your selling with the latest digital and AI tools
• Build deeper buyer relationships that create more value and improve buyer outcomes

With Deep Selling, you and your team will learn how to meet buyers on today’s real-world terms — and engage them more fully and successfully than ever before.

Foreword by Brent Adamson vii

About the Authors xi

Introduction xiii

Part I: How the world has changed 1

1: The digitalisation arms race 3

2: Rise of the robots 21

3: Welcome to the Age of the Buyer 35

4: The falling effectiveness of sales teams 59

5: The age of Deep Selling 73

Part II: The roadmap to Deep-Selling excellence 89

Phase 1: Shallow to Emerging 91

6: Audit your current state 93

Phase 2: Emerging to Exploring 123

7: Develop Deep buyer understanding 127

8: Adapt your structure to your buyers’ needs 165

9: Evolve your sales execution model 193

Phase 3: Exploring to Deep 229

10: Create a buyer-obsessed, high-performance culture 231

11: Embed Deep Selling with a balanced scorecard 263

Conclusion: You can no longer survive in the Shallows 275

Acknowledgements 281

Notes 283

GRAHAM HAWKINS, MBA, is founder and CEO of SalesTribe, helping businesses improve sales capability via digital sales enablement. Graham is also co-founder of Qoos.ai, an AI-Guided Selling platform.

MARK MICALLEF, PHD, is a digital transformation expert with over 20 years’ sales experience. He has published work in leading international sales and marketing journals.

DEVELOP STRONGER, MORE PROFITABLE RELATIONSHIPS WITH YOUR BUYERS IN THE DIGITAL ERA

How we buy and sell has evolved dramatically. Buyers no longer interact with sellers in the same way, if they interact at all. In the face of globalisation, ecommerce, subscription services and new digital tools like AI, you need new strategies to generate successful sales and better bottom lines.

Deep Selling shares the cutting-edge sales model you need to create a buyer-obsessed, high-performance culture in your organisation. Your team urgently needs to embrace the growing suite of digital and AI technologies. But new technologies alone won’t solve all your selling problems. If you want to boost your success, you must begin embedding these new tools more strategically into your sales execution models.

Revolutionise your sales approach with insights on how to:

• audit your sales techniques and cycles
• change your sales execution models
• transform your selling with digital and AI tools
• restructure your teams with organisational buy-in
• adopt new performance measures and incentive structures.

With Deep Selling, you and your team will learn how to meet buyers where they are today—and engage them more fully than ever before.