How to win more deals faster thanks to the value workshop

What do you do when the market crumbles and giants block your path? 📉🚧

Patrick Trümpi and the team at Unique chose to rewrite the rules. 👇

“A year into the game, we faced the hard truth: competing against giants like Gong seemed insurmountable, and the market’s downturn hit us hard. It was a wake-up call that demanded drastic change.” – Patrick

And so they did. They pivoted the business: from selling to the tech industry to selling specifically and exclusively for the banking industry.

In this week’s podcast, Patrick takes us in this pivotal journey. He tells us how they went about doing this and the transformation the GTM team had to go through.

You can listen to the full story here, or read along to get our favourite insight: accelerating sales velocity through the value workshop.

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Most sales sequences are like this:

Start with a discovery call, next, have a demo call, and then, wait…

Patrick argued this can and should be better:

“I’ve seen this so many times. After doing the demo, the AE is feeling like there are no more tricks left to move the deal forward. The prospects usually say something like: ‘We need to see internally if that makes sense to us and get back to you. We need to see what use cases fit right now.’ So, we came up with the idea of adding a workshop inside the sales process.”

This step would become a true differentiator in the selling process for Unique.

What initially took 3 months to sort out internally, is now done in 3 hours.

Let’s dive deeper into this “workshop” as a step in the sales process:

“These workshops are used to bring together 5 to 10 stakeholders from the client side, including potential users and decision-makers and takes about 3 hours.”

Patrick highlighted that champions often acknowledge the difficulty of managing such discussions internally and greatly value the guidance offered.

This is how such a workshop is structured at Unique:

Step #1 – Facilitator Introduction: Start with an introduction of the facilitator (you) and a brief overview of your company and its solutions.

Step #2 – Brainstorming of Use Cases: Together, come up with potential use cases that are relevant to the client’s operations and challenges.

Step #3 – Prioritize Use Cases: Engage participants in a discussion to prioritize the use cases based on their impact and feasibility.

Step #4 – Define ROI: For the top one or two selected use cases, collaboratively work with the participants to define the return on investment (ROI), discussing how much time and resources can be saved or optimized.

Not sure how to suggest a workshop? This is how Patrick live scripted it during our conversation:

“I know you’re now facing the task of going internal, discussing, and aligning with a variety of people. But here’s how I can simplify this for you.

Just like we’ve done with other banks, we organize a workshop, bringing everyone involved together, right at your office. I’ll take the lead to facilitate.

We kick off by showcasing Unique, walking through all the use cases we’ve touched on. Then, collaboratively, we’ll pinpoint and prioritize the use cases that really matter to us. Following that, we’ll jointly figure out the ROI for those specific use cases.

How does that plan sound to you?”

The benefit of running a workshop is clear: it helps the buying committee see the real value of the business case.

But there’s more to it than just that.

As the saying goes, ‘people don’t like being sold to, but they do like to buy.’ In these workshops, you’re not just selling; you’re letting them own the idea of the project.

You make the advantages clear and real, sparking excitement to push the project through.

And all this in 3 hours.

Usually, that takes months.