Building Blocks, Close Up! Buyer Acumen - Spotlight: Exit Criteria

Hello, Enablers!

Hap-py Fri-day! It’s me, again, with another edition of the Building Blocks, Close Up! newsletter. Today, we're going to dig into a tiny but powerful subset of Buyer Acumen that is about as close to a magic bullet as we may ever get, for improving opportunity management and win-rates. (Personal note: Check the link for a real magic bullet and donate if you can.)

What is it, you ask? Well, as you may have already surmised from the newsletter title, it's Buying Process Exit Criteria, of course.?

Buying Process Exit Criteria

“Exit criteria” is a process term used in Six Sigma, Business Process Management, project management, and even software development. It refers to the tasks in a stage that you must complete before you can exit the stage.

• SIDEBAR: Let's be real. This term may seem geeky or odd to some senior sales leaders, front-line sales managers, and sellers. Based on my age, experience, and current role, I don't care anymore. I teach this stuff and call it what it is. I also recognize that not everyone is in the same position. You may be trying to establish credibility, gain respect internally, and influence a tough crowd. If that's the case, pick your battles and use your best judgment. While BPEC is not really the same as verifiable outcomes (they can tell you whether an exit criterion was met, though) or decision criteria (usually higher-level and not often individualized), use terms that resonate with your audience and just teach the individual exit criteria management concept, along with them.

So...

Buying Process Exit Criteria refers to whatever each decision maker needs to see, hear, feel, understand, or believe in each stage, to feel comfortable moving forward to the next stage with you.

The above buying process is just an example and may not reflect yours. (It should, however, make the point.)

In process design, there are:

• Stages and stage names
• Objectives for each stage
• Tasks to be performed in each stage
• And exit criteria per stage

By focusing on uncovering, clarifying, satisfying (meeting the exit criteria), and confirming their acceptance of your efforts, for each decision maker, you are helping your buyers buy, based on what matters most to them. This is far more effective than doing the same thing, the same way, every time, and hoping it will work with everyone.

Some Perspective and a Reality Check

• Is this harder? Yup.
• Is it more work? Why, yes, it is.
• Does it require asking direct questions about what matters most to each decision maker and influencer? Absolutely.
• Will reps need to learn to communicate value for the same solution differently, based on individual exit criteria in the same process stage? They sure will. Thanks for noticing.
• Does this sometimes expose conflict between buying committee members? Ah, yes, it certainly does. (Ignorance is never bliss, so sellers are better off knowing this and working to navigate it, than managing the opportunity blindfolded.)
• Is it worth it? Only if increasing Win Rates (Closed-Won status) and decreasing No Decision and Closed-Lost statuses would be a good thing for your company.

In some cases, the exit criteria in a given stage will be the same or similar. But you’ll also find unique or different criteria for some buyers, and as mentioned above, perhaps even opposing criteria (welcome to managing the buyer landscape in a complex sale). Elite sales performers work to address these issues head-on.

The average salesperson, however, ignores this level of detail (or work, or difficulty) in the complex sale, leaving their success up to fate, luck, or the most powerful decision-maker in the room. That can work for or against you.

While there are other things sellers can do to effectively navigate the buyer landscape (such as assessing each DM's level of influence, how they all view you and your solution, their role in the decision, whether you have a coach or preferably, a champion, etc.), taking control by managing exit criteria will give you the best chance of moving deals forward and winning the sale.

Buyer Acumen / Exit Criteria Resources

• Article: Buyer Acumen is the Best GTM Foundation
• Article: Project Management Basics - Exit Criteria
• Previous Newsletter: Building Blocks, Close Up! - Buyer Acumen
• Book: Sales & Marketing the Six Sigma Way
• Book: Sales Process Excellence

Building Blocks Course Update

After a lot of prep work, we’ve had the first video recording sessions this week. The current estimate is that we’ll end up with 4.5 hours of video content for the launch at the end of November. That sounds a lot on paper, but is rather succinct considering the scope of the blocks, the systems, and all the sales effectiveness levers we’ll explore.

You can see a sneak peek of the lesson intro and our set design in the animated GIF below.?

Which, as usual, leads us to our...?

QUESTION OF THE WEEK!

There are many ways to consume online course content, but there seem to be a few common patterns. We’re curious to find out which one applies to you.?Keep in mind that the course will include options for live, synchronous coaching sessions, but for this week, we're just asking about your preference for the online, self-directed, asynchronous portions.

?How do you prefer to take online courses??

1. ?I follow the learning path from start to finish, at my own pace.
2. I follow the learning path from start to finish, at a predetermined pace. ?
3. I use online courses more like a resource and dip in and out, as needed.
4. Other (please comment or DM)

?Please let us know in the comments below, or InMail Felix Krueger or myself for confidential responses!

________________________

Did you learn something new reading this newsletter? If you did, consider sharing it with your favorite enablement colleague, subscribe right here on LinkedIn, and check out the upcoming Building Blocks of Sales Enablement course .

Until next time, stay the course, and Make an Impact with Enablement!

Mike