ServiceNow Consulting Sales Excellence

Immediate Action: Create your "Discovery Framework" document with these 5 essential questions:

1. What's your current ITSM maturity level?
2. Which ServiceNow modules are you considering?
3. What's driving this initiative (compliance, efficiency, growth)?
4. Who are the key stakeholders and decision makers?
5. What's your timeline and budget range?

Use this in every initial client conversation.

Phase 1: Pre-Sales Preparation

Progress:

• Research client's industry and common ServiceNow use cases
• Prepare 3-5 relevant case studies from similar organizations
• Create technical demonstration scenarios
• Identify potential integration points with client's existing systems

Phase 2: Discovery & Qualification

• Conduct stakeholder mapping (IT, Business, C-level)
• Assess current pain points and inefficiencies
• Understand technical landscape and constraints
• Qualify budget authority and decision timeline

Phase 3: Solution Design & Proposal

• Map ServiceNow capabilities to specific business outcomes
• Create ROI projections with concrete metrics
• Design phased implementation approach
• Prepare technical architecture overview

Phase 4: Closing & Transition

• Address technical concerns with proof-of-concept
• Negotiate scope and pricing
• Hand-off to delivery team with detailed requirements

Example 1 - IT Service Management Sale: Input: Client has manual ticket routing, 48-hour response times Output: "ServiceNow ITSM will automate your ticket routing, reducing response time to 4 hours and freeing up 15 hours/week of manual work. ROI: $180K annually."

Example 2 - HR Service Delivery: Input: HR processes scattered across multiple systems Output: "ServiceNow HR Service Delivery creates single portal for all employee requests - onboarding, access requests, policy questions. Reduces HR admin time by 60%."

Technical Credibility:

• Obtain ServiceNow certifications (CSA, CIS)
• Maintain lab instance for live demonstrations
• Stay current with quarterly releases and new features

Sales Process:

• Always lead with business outcomes, not features
• Use ServiceNow's value calculator for ROI discussions
• Prepare for technical deep-dives with solution architects

Relationship Building:

• Focus on IT and business stakeholders equally
• Position as strategic partner, not just vendor
• Share industry insights and best practices regularly

Don't:

• Lead with technical features instead of business value
• Underestimate integration complexity and timeline
• Promise customizations without proper scoping
• Ignore change management requirements
• Compete solely on price - emphasize value and expertise
• Skip stakeholder buy-in from business users
• Oversell modules the client isn't ready for

Avoid saying:

• "ServiceNow can do anything" (be specific)
• "Implementation is simple" (acknowledge complexity)
• "You don't need training" (emphasize adoption support)