Jen Allen Knuth, founder of DemandGen, launches a certification on selling complex enterprise deals. Forty to sixty percent of deals fail because customers choose no change. The program covers prospecting executives, building the case for change, running discovery calls, and aligning buying groups of 10 to 80 people around the need to act.
Hi, I'm Jen Allen Knuth, aka Demand Gen with a J. I'm the founder of DemandGen and I'm teaching the complex selling skill certification. Now, the reason I'm so excited to teach this is I spent 18 years as a seller selling into very complex enterprise organizations and selling a very transformative, disruptive solution. So one of the things that I found myself struggling with was how do you get momentum to move forward when there's so much complexity around the solution and around the problem definition for the client? And so with 40 to 60% of deals on average being lost to the customer, just deciding to make no change at all, I would argue this is one of the most important sets of skills that we can learn as sellers today. So let's talk about the four modules we'll be learning together. So number one is prospecting into the C suite. So we're going to learn how to capture the attention of an executive level prospect in the inbox, not by talking about what we do, but by talking about what they do in their business. You're going to walk away with really practical writing tips for reaching out to VP and above executive levels. You're going to learn prompts for AI to conduct research that doesn't sacrifice quality, but gets you more efficient in how you conduct that research. And I'm going to give you a framework to apply that organizes your thinking. It makes it easier for you to start from a blank piece of paper when you go to write a prospecting message. Now, module number two is building the case for change. Now, as I mentioned before, 40 to 60% of deals on average are lost to no decision. So hoping that the buyer decides they have a need is a difficult thing to make work today. So it's on us to give an executive a compelling reason to reconsider how they're solving the problem today. And that's exactly what we're going to learn in this module. And number three, facilitating a status quo, busting discovery conversation. So at this point we have booked a meeting. We have now created a compelling reason to consider change. Now, what we're going to learn is how do you talk to an executive level prospect who is going to be less interested in the speeds and feeds and details and features and benefits of your solution and rather have a really thoughtful, insightful two way dialogue. So you're going to learn how to prepare for that discovery call and I'm going to give you some really tactical, actionable frameworks for working through that call. Seeking to be corrected instead of seeking to be correct and and helping that executive realize a need to change and then last but not least, gaining problem consensus for change in a cross functional buying group. So on Average a complex B2B deal involves 11.2 stakeholders. However, when I've run this workshop before I've talked to sellers who've had 78 stakeholders involved or 30 stakeholders and there was a requirement that every single one of those 30 had to be on the call. So obviously it's a really difficult motion when you try to get that many people together to agree on anything at all, let alone a potentially disruptive and potentially expensive solution. So I'm going to teach you tactics to work with your champion to get FaceTime with that buying group and then facilitator topics and and tactics for how you manage and run that discussion so that we are not pitching but rather organizing a thoughtful discussion that gets them to get alignment on the need to change. So I am so looking forward to being with you. Thank you and can't wait to see you soon.
