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Selling in Uncharted Territory
How to Sell and Market Innovative Products in Nascent Markets
Ash Alhashim, Optimizely
Director, Global Sales & Market Development
@ashalhashim
A Few Perspectives
Distribution & Adoption
Seeds, Nets, and Spears
The Law of Diffusion of
Innovation
The Four Stages of Learning
Unconscious incompetence
“If I had asked people what they
wanted, they would have said faster
horses.”
—Henry Ford
The Journey of Learning
Unconscious
incompetence
Sales approach:
Challenger
The Journey of Learning
Unconscious
incompetence
Sales approach:
Challenger
Conscious
incompetence
Sales approach
BANT
The Journey of Learning
Unconscious
incompetence
Sales approach:
Challenger
Conscious
incompetence
Sales approach
BANT
Conscious
Competence
Success approach:
Enablement
Project Mgmt
The Journey of Learning
Unconscious
incompetence
Sales approach:
Challenger
Conscious
incompetence
Sales approach
BANT
Conscious
Competence
Success approach:
Enablement
Project Mgmt
Unconscious
competence
Success approach:
Ongoing training
GROW-ROI
Goals Roadmap Obstacles Reference Outcome Introduce
LEARN TEACH
Widen
What objectives does the prospect have for herself? Her business line?
Her organization?
Goals
What does the path to accomplishing those goals look like?
Roadmap
What challenges does she anticipate along the way? Are there challenges
of which she may be unaware?
Obstacles
Reframe the conversation. Help her understand that the problem and
solution are larger and more significant than she anticipated.
Widen
Teach through story-telling. Be relevant.
Reference
What impact did your solution have?
Outcome
The process, the expectations, and the AE.
Introduce
“When they think they know the answers,
People are difficult to guide.
When they know that they don’t know,
People can find their own way.”
--Lao Tzu, Tao Te Ching
How to Sell and Market Innovative Products in Nascent Markets

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How to Sell and Market Innovative Products in Nascent Markets