Skill:

How Testing can

be sold
STPCon 2010
Presented by
Jim Hazen

Agenda
Current Perceptions
Salesman vs. Tester
What are we selling and Who do we sell to
Buyer Profiles
Selling Techniques and Communication

Methods/Skills
Active Listening (ABL) and Always Be Closing (ABC)
Speaking their language
Effects & Benefits
Summary
Q&A

Current Perceptions
Testing
Immature process/function
Bottleneck
Gate Keepers
Necessary Evil
QA
Costly
Not Needed

Current Perceptions
Testing
The people with the big sticks

Current Perceptions
Testing
Aliens who cannot communicate

Current Perceptions
Sales People
Slimy and Deceptive

Current Perceptions
Sales People
Slick and Pushy

Salesman vs. Tester

When to be one versus the other
Salesman

Tester

Selling something to
someone

Providing information to
someone

Looking for Buy-in

Looking for understanding

Wants commitment

Wants collaboration

Date driven

Task driven

Extroverted (social)

Introverted (cerebral)

Or both
Combine them and use the strengths of each!

What are we selling?

Services
Detection, Prevention, Risk Management

Information
What is defective, how good is the product

Insurance
Good to have it when you really need it.

Project & Cost Benefits

Reduce Rework, minimize effects of Cost-to-Fix
curve, keep the hemorrhaging of money under
control
Customer satisfaction and retention
Soft dollar affects and benefits

Who are we selling to?

Who are our buyers
Project Management
Development
Marketing/Sales
Tech. Support / Customer Services / IT
C-Level and Sr. Management
End Users

Buyer Profiles
Project Management
Want to know will we make the date and are
there any issues that will cause delays.
Development
Want to know how good is the system, what

problems need to be fixed, and am I done yet.

Marketing / Sales
Want to know can the system be sold and how
soon.
Tech Support / Customer Services / IT
Want to know is the system usable and what

issues to look for.

Buyer Profiles
C-Level and Senior Management
Want to know the cost to company, before and
after shipping
Will the product generate revenue
End Users
Want to know does the system meet my

expectations and allow me to do my work

without hindrance

Selling Techniques
What is the Selling process
Convincing a buyer to purchase
Negotiating a deal / contract
Agreeing to work together for mutual benefit
Getting Buy-in
Techniques
Hard Sell
Use fear and pressure, limited time offer
Soft Sell

Explain benefit and seek cooperation, open

timeframe

Objections and Closing the Sale

Selling Techniques cont.

Preparation
Practice and Role Play; practice makes the big

difference in comfort & success.

Anticipate questions and have answers ready.
Bring printed materials if needed.
Appearance matters!
Be On Time! (BOT)
Consider your audience
Prepare a clearly written proposal, if needed,
with details and summary.

Communication
Methods/Skills
Methods
Verbal

Voice tone and volume, speak clearly & slowly,

succinctly
Breath and Pause

Written

email, PowerPoint, Whiteboard

Non-verbal

Body Language & facial expression, attitude &

presence in room, personal space (yours and theirs)

Listening

Active Listening, seeking to understand

Communication
Methods/Skills
Skills
Personal

One on one, networking, etc.

Group

One to many in meetings, Presentations, etc.

Salesperson vs. Teacher

Convincing/Persuading vs. Educating/Informing
Introvert vs. Extrovert

Know when to draw yourself/others out and how much

Know when to give people time to speak versus when
to intervene and move forward.

Always strive for clarity!

Active Listening & ABC

What is Active Listening
Attentive questioning and listening to other
person
Always Be Listening (ABL)
Listen to person and not just hear them

Benefits of ABL
Always Be Closing (ABC)
Benefits of ABC
Techniques using ABL and ABC together
Words and Phrases
Body Language, presenting and interpreting

Speaking Their
Language
Project Management
How much needs to be done and by whom
What has been done and the findings
What is left to be done and how long to do it
Will you make the schedule

Sell them on service, information and insurance

Development
Technical benefits
Insurance and Protection
Collaboration

Sell them on information and insurance and

protection

Speaking Their
Language
Marketing / Sales
Is the system sellable (stable/usable)

Sell them on insurance and benefits for revenue

generation

Tech Support / Customer Services / IT

Is the system stable and usable
What are the issues and how to get around them

Sell them on information

End Users
How they benefit from a usable system and one
they really wanted.

Sell them on being their advocate and insurance

Speaking Their
Language
C-Level and Sr. Management
Money and Time
Cost Containment (not cost savings)

Early detection and reduction of Rework; help control

the hemorrhaging of money on a project

Soft Dollar Impacts and Benefits

Customer Satisfaction
Perceived Quality; improved new and renewal sales
due to system reliability
System stability reduces need for service packs,
minimize post release costs
Allow company to keep more of its revenue

Effects and Benefits

Better communication and relationships with other

groups outside of testing.

Clarity in communication
Focus on things that really matter (ABL) for the project

More collaboration and cooperation with other

groups.
Testing seen as an integral part of the project cycle.
More involvement of testing in earlier stages of the
project cycle.
Increased Buy-in from other groups, specifically
senior management and the C-Level people.
Increased ability to be effective and contribute to
the revenue stream (soft dollar impacts).

Summary
Why sell testing
What are we selling
Who are we selling to
Speaking in their language
Selling techniques
Communication methods and skills
Always Be Listening and Always Be Closing
Benefits

Source/Reference
All contents given herein belongs to respective authors and
been collectively put here for an informational reference only
for personal use
No content here have commercial valure .neither this
document creator takes any responsibility for the content
posted .