Stop Selling Support and Start Selling Success
It is no longer enough to attach a support program to a product sale. Effective Success Sales teams must be able to establish long term service relationships that last and grow well beyond the initial sale.
Success Sales Effectiveness
Success sales effectiveness is optimized when Sales teams are knowledgeable of service programs and can articulate a compelling value proposition for long term service benefits. To maximize sales effectiveness, companies must establish formal success training programs. Consider the following:
Establish a formal success sales curriculum to instruct sales representatives responsible for selling services (direct and through partners).
Instruct sales teams in the identification of success opportunities.
Provide opportunities for instructor led classroom and virtual training.
Supplement core training with periodic updates delivered through self-paced instructional videos and/or periodic live webinars.
Include coverage of core offerings, value proposition, use cases and overcoming objections.
Supplement sales training with supporting tools and reference materials.
Establish competency-based testing to verify sales representative knowledge. (internal sales staff and partners).
Assure that all service sales staff have been full trained, and their knowledge tested. Monitor sales effectiveness by measuring initial service contract sales (attach), renewal rates and the rate that service revenue grows from expansion selling.
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High customer satisfaction and Net Promoter Scores as the desired outcome of Support and Customer Success interactions, while positive, is not enough because it does not connect service delivery excellence with tangible business outcomes.
Setting the correct price for your support programs begins with a baseline understanding of what your market will bear but ultimately the price must be based on the type and level and entitlements offered. The average prices for support programs range from 15.6 percent for a basic level of support to more than 26 percent for a high-end premium offer.
Support and maintenance portfolios have been the foundation of many post-sales service offers, yet Support offers alone are no longer adequate to sustain and growth customer relationship value. Modernization of support portfolios and the evolution to customer success-focused programs and offers is the future of post-sales service portfolios. This article will help you to determine what type of post sales service portfolio you need.
A well-defined CX strategy combined with an effective Customer Success (CS) operating model can yield significant and tangible benefits including retention and expansion of existing relationships and the strengthening of your product and service reputations.
Service and success programs are a significant source of revenue. To assure that they yield their maximum revenue potential, treat service portfolios as strategic offerings in the corporate portfolio by assigning dedicated program management resources.
In a subscription economy your support value proposition is likely out of date. If your value proposition is based on promising access to update and service level response its time to for support value proposition refresh.