[Music] hi there my name is jaco vanderkor i'm the founder of winning by design [Music] and today i'm gonna share with you some of the exciting developments in sales so come on the journey with me it is not my goal to either convince you or to push you in a certain direction all i want you to see is the great opportunity that lies ahead of us and that is where we're going to get started today what is that opportunity now what we have seen historically is that over the past years in sales we've seen that
the place of where we are doing business has changed you may have heard to me talk about this before this place no longer is important we call it remote selling but what we see in you know generally is that every time everything we need to do in person no longer is needed it is out of there we are now doing these things online they will come back sooner or later but not to the same extent that we've been used to everything we have done the place has become independent we're working from home in my case
the backyard we can work on the road we can work from people are renting vans to work from you can work from an airbnb this is a great new approach and particularly marketing sales and customer success are functions that are benefiting immensely from this now what we see in 2021 is it changing this this is the year that we are going to see not only that the place of where we do business is changing but more so that actually the place and the time of doing business is changing and that is something that i believe
is of huge impact we're going to see this have an impact all across the things that we're at okay now what we see what do i mean with that time what i mean is that if we look historically at time we have built our tools in an effort to match that our tools are mapped to tools that can give an urgent and important message to all the way low urgency and low important messages now when i grew up uh over the years in 1990s and you know in sales and then during the early 2000s we
came out of that period with the phone being the most important and urgent thing you can get and for many of us this still is when we recognize the number when a family member is calling or when my wife calls twice for example when i'm in a meeting i am going to rush to that in response to her knowing that something may be up with our children so this phone is important and urgent similarly we've noticed that social media in that field was actually considered low of importance like why are you on social media sounds
all familiar i'm not going to go too deep into you but there's many of you who see this have been already lived on that doctrine where where i'm about to share with you what we noticed is that phone has become less important and the world of phones that we live in we just simply see that people are not picking them up anymore i myself pick up no phone number that i don't recognize at the same time we see that the forms of social media have increased in importance again no surprise all of us spend a
lot of time now we may spend this in different media so some of us may spend it on facebook and others on linkedin some of that on instagram others tik tok we all have our social media of choice we are so often on those platforms we consider responding to those as very important and urgent so for example since twitter is based on a timeline if a question is asked i know i gotta respond quickly to that request before it dies down it has itself a form of urgency what we also notice that email as a
you know like as we as we are continuing is becoming less and less of importance we just simply see that emails today are no longer having the same sense of urgency as they once had in my own world i actually are only using email like once or twice a day and i do it on set windows that i respond to that i can no longer live an email and so for me email has become a lower importance and urgency and i don't think i'm the only one in this i think others experience that same thing
now what we see though is that that email and phone calls they are essentially less immediate less contextual and less accountable than they once were we notice that linkedin facebook and social media has a form of immediacy in it because we are so often on those platforms also not responding in front of the public view to a certain article or to a certain comment being placed creates a certain accountability also what we notice is whenever you are on a platform it shows you great contacts i can saw on twitter i can read some somebody on
twitter and see what did they talk about it gives me a form of context and linkedin obviously great context which companies do your work for facebook what is your personal background these are areas of context that are lacking with email and phone calls now what we see is there's an improvement in this field doesn't mean that we are no longer going to use phone calls and emails no we will but we see that whatsapp is a form where we starting to add context to it we are not only going to leave you know like a
voice call but you can leave text messages photos and and whatnot same thing with emails if you look at for example superhuman it creates a way more useful the way of managing email and we're going to use that extensively over the years what we now noticed and is that the rise of tools that are independent of time and place we see this for example last year as we moved all to the online meetings whether it was microsoft teams whether whatever we used for that we started to become really comfortable with online meetings now what we
see today with meetings we no longer have to wait for meetings if you really don't want to we can use the exact same equipment to record a video session what you see for example tools like loom bomb bomb soap box vidyard all allow you to create a high quality video experience as if it is a meeting now what you'll see is that these tools have become you no longer need a meeting due to these tools we can actually create something and some of you have seen my earlier videos that where i allude on this i
demonstrate that how to do it we also see that meetings were great places where we can whiteboard together scratch it was a wonderful experience right you know like you sit there someone suddenly somebody steps up picks up the backers and heads to the whiteboard we love that experience we today can do that with with tools like mural for example and clack soon and if you look at merle you know like other people can contribute to the conversation they can start adding to it and no longer is it only the one who has the marker who
controls the white board everybody has a voice a great experience what we see is that we no longer have to wait for that experience if you really want to just do that and do it interactively that is a great experience but you don't have to wait for all of them to show up some of you are extremely familiar with that in a google doc that we all work together on can be asynchronous we no longer have to wait for the meeting to do it you can add your comments you can make your edits and at
the same way we are essentially as similar the way how loom and vidyard soabox and bombbomb have made us independent of time and place so does a shared document now make us independent of time and place to work together what we see what they all have in common is those above the line are becoming immediacy contextual and accountable with an independence of time and place this is a new world of thinking and if i apply that to day in day out operation you're going to see how it started to change and i want to give
some advisory down here be ready because i am going to show something special yes we have a tune for that now what i'm demonstrating down here is the way on how i recently work in closing a significant deal in this deal what we noticed and closed close okay i'm going to come back to that i'm going to give some context on that so what do i mean with that is in this case my client came to me having already literally to me personally came to me having already seen the video on youtube reads our research
on linkedin and saw checked us out on g2 crowd as i was talking to that person that night a c-level officer at a fortune 2000 company we were chatting at nine o'clock at night going back and forth and it was at a high pace she even asked me for the price and the lead time all the difficult questions were addressed right then and there however towards the end of the conversation we agreed that we needed to schedule a discovery call and that discovery called the scheduling of that and the exchange of emails put everything back
into a snail space mode i now have to go back schedules you know she had to find the people who need to be on the email between her and i was sent quick enough but for everybody to get on the schedule took quite a while it took days for me that's quite a while for some people they go like oh my gosh you got the meeting that same week that's great like why not have it right now what we noticed following the discovery call i actually we had a one hour discovery goal was a little
bit more 75 minutes and i recorded a 15 minute 10 minute to be honest a 10 minute video on that and a 10 minute shorter video that was the one that was distributed into the company why because that 75 minute video is too long for in this case that person and everybody else on the team to watch but a five to ten minute video is not and so that five to ten minutes summary video started to exist inside the company and became more important than the 75 minute recording of the call this not happened once
this happened twice and so we have these 10 to 15 minute assets that give a high density but that are shot post a meeting well this gives you a great advantage you can learn during the meeting and record it and then share it post meeting that provides us with great advantage as we move forward we were headed into the need in order to do an assistance and now like assisting a cell and going into an rfp i have to tell you when i have an uh when i hear you know like an an rfp i'm
like oh that probably is going to take it a lot of times often months on end now at this point in time we're about two three weeks into the conversation and i did not want to add another two months to this however what had happened and this is a great thing okay what happened was that the team because of all these assets that were living online was asynchronously updating themselves behind the scenes they had watched the videos and they've gone through the same experience so no longer did we have to jump back and step into
the discovery and the demo of an entire team what came out is we went straight and i mean straight to the proposal stage we went straight to a meeting where all the stakeholders stepped into the meeting and we had a conversation they had already seen the videos already read all the stuff we came at the end of that meeting it wasn't said to me but i felt it and a few days later i got a no-go moving forward you may ask to say giaco why is that a success story because that only took me four
weeks this entire you know massive company contacting us and wanting to go with us or looking at us you know like if four weeks is a relatively low point in time if i had to push this company with an rfp through and everything it would have cost me an additional two three four months it took me it would have taken me so long what this shows is that the tools accelerated it and that is something i want to take a look at closer what i'm going to give you is an advisory to let you fully
know and be aware that what about to come is futuristic okay [Music] violins are playing this is futuristic now what i'm going to do is i'm going to say and take that same process that process in this case a five-stage process and what i'm going to do is i'm going to map that same stage 5 process i'm going to say like hey here's how customers how we think that customers buy they come in through like a an email and then they end up you know like committing and then i get a commitment via an email
or something like that right oh your document was signed email essentially what really happens is this customers not necessarily start at the same spot they don't necessarily go in one direction and they're not necessarily follow the process that you have this is the realization of how customers really are buying and what we're doing is we are forcing them to buy this way we're forcing all you know it doesn't matter you've done your research i need to do my research as a seller so why don't i put you through the discovery part of the business like
and that is so tough for them what if what if yes what if we do something different here okay now what i'm going to do is i'm going to add some mystery so i'm going to add the mystery tune to it here comes the mystery what if i remove the thought that we think in stages and no longer think in stages but instead start thinking in actions and what if i move those actions out of sequence and move them in a circle yeah now what if i map that traditional trajectory what we just had that
would look something like this our normal path but that is not our only path right you see there are other paths and what this graph shows is all the other paths that are there the other ways of how customers can traverse and not only that it shows that they don't have to start at the discovery call they can start anywhere and go any any direction this is a customer-centric way of looking at this these kind of paths and this node-based graph that you see down here is a more accurate reflection of that what you will
see in this reflection if i map to the tools you'll see that no longer do i need to go into the full assist series of meetings here this this you know this assist may be a reference call maybe a deep dive on the product i can actually think another way of doing that i could use videos pre-recorded i can use youtube crowd reviews i can do video or the loon videos i could find other ways i not only have to enter always at the discovery call via an email i may actually come in right at
that point in time with a linkedin message i may go out and say like hey i had a great discovery call and tweet about it i may have already seen your discovery call and learned what your product does and going straight into demonstration i want to see a demo customized to my needs i may have done research online at researchgate and learned more about your product all these things are alternative paths what we are seeing is that essentially things have changed this change this radical change that has happened that is what i want to talk
to you about this radical change that we are now experiencing is the radical thing that i want to share with you because something happened what we noticed is that historically in sales we obey to a process a five stage process certain five letter acronyms six letter seven letter four letter acronyms we follow that process and that follows drive the actions we take and then those actions we use tools to take those actions what we are now seeing it is going up on its head tools are now dictating the actions we're taking and the word dictating
is too wrong tools are the ones that are driving a new kind of actions those new kind of actions are driving a new workflow and that new workflow is driving a new process this is what we're seeing tools that are causing displacement of we no longer need to work at an office we no longer need to be at your office to meet with customers and buyers we no longer need to do that we can work anywhere and not only that we can work anytime we can work at night in the morning i can go running
in the afternoon using the great weather while everybody is enjoying their you know post lunch yo like let let down of the energy right i'm gonna go running and then i can come back at six seven eight o'clock at night for half an hour or an hour and do more work i am working in you know independent of place and time and i do that with tools that provide me great context this is a brand new way of us looking at what is essentially happening and i want you to think about what that is and
what it does why because this is not the first time we have gone through this ladies and gentlemen we've been through this a couple of times you see down here a picture of the industrial revolution this is when machines changed the process which machines tools started to redefine the actions we were taking and those new actions started to change the process we were taking folks we are experiencing that very same thing right now in sales we are in the middle of an industrial revolution because of these tools that are coming at us in sales are
changing the way the actions we take the workflow we take and as a result it changes the process we take and we do that in response to the buyer who is changing our behavior on that we don't do that to sell more we are helping our buyers to buy more effectively this is an understanding because as you see and as you will look up on you know i encourage you to look up on week wikipedia or uh the you know what happened during the solution and you will read something like this [Music] enjoy join me
in reading this okay okay what do you see when you've read it have you read this this is like oh my gosh this is change management what you see down here average income and population began to exhibit unprecedented sustained growth look at that how more important can this be we are experiencing right now an industrial revolution that is caused by new and modern tools that are changing the actions and as a result that are changing the process we're in the middle of probably at the start of it but we are so close to it our
nose is so close it that it's hard to see but if you take a step back then you see what this really is this is an enormous revolution that we're part of this is the way how we are not only changing selling in response to the buyer but how buyers are changing the way they buy and with that i want to thank you very much for being here with me i want to welcome all of you who attended sas talk and enjoyed that conference with that set i want to say thank you look us up
on linkedin look me up on linkedin look me up on twitter uh look me up on all the media where you're like i am loving to share content like this non-stop on behalf of my company winning by design and with that said i want to wish you all a great and happy day
