STPCon 2010
Presented by
Jim Hazen
Introduction
 Jim Hazen
 Veteran of the Software Testing Trenches
 Experience in software testing, both commercial
and consulting work.
 Why is it a “secret skill”
 Why “sell” Testing?
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
Current Perceptions
 QA/Test is at the center of the action, like a hub on a wheel.
Salesperson vs. Tester
 When to be one versus the other
Salesperson
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
Q&A
Contact Info
 Jim Hazen
 Company:
(www.connectedtesting.com)
 Company email: jim.hazen@connectedtesting.com
 Home email: calkelpdiver@gmail.com
References
1) “Channeling Your Inner Salesperson”, Linda Hayes, Stickyminds.com, June 28
2010.
2) “Communication Chameleons”, Selena Delesie, CAST 2010 Conference, 2010.
3) Myers-Briggs grouping definitions - http://en.wikipedia.org/wiki/MyersBriggs_Type_Indicator
4) “SQA - Possibly the Highest Return Technology Investment that Executives
Can Make”, Bob Burley, Ajilon Labs, http://www.aclabs.com/SQA_return_wp.pdf
5) “Selling to the C-Suite”, Nicholas A.C. Read & Dr. Stephen J. Bistritz, McGrawHill, 2010.
6) “Perfect Phrases for Sales Presentations”, Linda Eve Diamond, McGraw-Hill,
2010.
7) “Don’t Sweat the Small Stuff”, Richard Carlson, Ph.D., Hyperion, 1997.
8) “Attitude is Everything”, Keith Harrell, HarperCollins, 2003.
9) “How to Talk to Them”, Bob Burley, QAI Conference 2002 Proceedings, 2002.