Selling Business To Business - Enterpreneurship Program

Selling Business to Business Creating Value for Buyers The Changing face of Sales 23 rd March, 2006 – Peter Lawless

Experience Sales Success

Sales Management

Lead Generation

CRM Process

What Constitutes a Successful Company?

Producing an excellent product or service.

Selling and Supporting what they produce.

Having Great, Motivated People

Sales Management

Lead Generation

CRM Process

Entrepreneurs Take Risks

Easy ways to have more Money!

Get a raise.

Win it.

Inherit it.

Sell more!

What to do when it gets tough?

Problems are challenges

Challenges are opportunities

Opportunities reward those who take action!

What does Success mean to YOU

What will you OWN?

What will you DO?

Who will you Share it with?

What happens if you Don’t?

No big deal

You didn’t want that house!

You’re glad your spouse left you!

Who wants an Aston Martin anyway

And besides, you hate the Caribbean!

???

Set Personal Goals

Understand why you MUST achieve your Goal

Commit to MASSIVE action

Determine a course of Action – A PLAN

Monitor and Adjust Plan continuously

But, why bother with Goals?

Setting a Goal and taking massive action, is more important than achieving your goal

Setting the Goal helps us achieve focus on what is important.

Consistency of Purpose is key!

7 Forms of Intelligence

Mathematical

Linguistic

Artistic

Musical

Sporting

Social/Emotional

Self-Awareness

The 5 Key Success Factors

Increasing Leads

Converting Leads to Sales

Lifetime Customer Value (annualised)

Operating Costs (Margin)

Reinvesting Profit to foster innovation

Sales Management

Lead Generation

CRM Process

Lead Generation (Prospecting)

Commonly known as Marketing

A lead can be defined as follows;

A person or company that has expressed an interest in you or your product

This could be either as a result of:

You contacting them - outbound

Or them contacting you - inbound

Sales Management

Lead Generation

CRM Process

What problem or desire does the product address?

What does addressing that issue enable the purchaser to do?

Can the buyer assign a value to that new capability?

When ideally do they need this by?

What is the cost of doing nothing?

Sales Management

Lead Generation

CRM Process

Increasing Lifetime Value

Excellent Service & Support

CRM processes

Customer Relationship Management

Multiple transactions – Cross sell

Similar experience across Channels

Easy for customers to buy

Brand Recognition & Value

Customer Loyalty

Sales Management

Lead Generation

CRM Process

Increasing margin (reduce costs)

Margin = Selling Price – Cost

2 ways to increase Margin

Increase Selling Price

Reduce Cost of Production and Sales

Costs consist of two variables

Fixed – constant regardless of production volume

Variable - relating to volume and sales

Sales Management

Lead Generation

CRM Process

Protect Profit and Increase Wealth

Financial

Maintain cash flow at optimum cost

Reinvest Profits – Strategic Planning

R&D – Innovation and diversification

Increase production and sales capacity

Legal

Protect Intellectual Property

Mitigate against contrary Conditions

HR

People are your most vital asset

Sales Management

Lead Generation

CRM Process

Influencing the Success Factors

A 10% increase in any one factor would yield

€ 1,000 more profit.

Do Companies Capitalise on this?

Which factors Should You influence?

Sales Management

Lead Generation

CRM Process

Influencing the Wealth Factors

New Business can implement strategic plans for continuous monitoring and improvement of all 5 wealth factors

Existing business should choose at least 2 to start with and work up to having a plan for all 5

Key challenges are to change existing cultures

Increasing sales alone is not always the answer – especially if each sale loses money!

Sales Management

Lead Generation

CRM Process

We will now focus on just 2?

Marketing - Providing a constant flow of quality leads.

Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.

Sales Management

Lead Generation

CRM Process

Lead Generation - ADSPORT

Sales Management

Lead Generation

CRM Process

Lead Generation's Secret Seven (ADSPORT) Advertising Direct Mail Speaking Publishing Online Referral Telephone

Tactic 1 - Advertising

Classic Advertising

Print, TV, and Radio

New Wave

Google, Viral, Banner

Innovative

Luas Tickets, Space Shuttle, Taxi

All Advertising MUST have a “Call-to-Action”

Sales Management

Lead Generation

CRM Process

Tactic 2 – Direct Marketing

Hard Copy

Letter, Flyers, postcards, newsletters

Electronic

eZines, Fax, Text, Newsreader

Innovative

Creative way of delivering targeted message to decision maker

Sales Management

Lead Generation

CRM Process

Tactic 3 – Speaking

Company Run Seminars

Audio Tapes/CDs

Training

Media Interviews (TV, radio)

Guest Speaker

Excellent 1 to Many medium

Sales Management

Lead Generation

CRM Process

Tactic 4 – Publishing

Media Interviews in Print

Web Articles

Press Releases

White Papers

eBooks

Books

“ let me introduce you to the guy who wrote the book”!

Sales Management

Lead Generation

CRM Process

Tactic 5 – Online

Web Presence

Marketing and Sales Tool

What should it achieve?

Sign up for newsletter

Avail of Consultation

Buy Product

Inform your prospects

Can it be seen

SEO, Page ranking, Blogs, etc

Sales Management

Lead Generation

CRM Process

Tactic 6 – Referrals

The Ultimate Lead Generation Tool

Commonly known as “Word of Mouth”

Have a Strategy

Always ask

Make it easy

Reward Referrers

Sales Management

Lead Generation

CRM Process

Tactic 7 – Telephone

Outbound

Cold calling (never)

Telemarketing agency

Inbound

Scripts

Interactive Call to Action

Don’t Sell – set appointment

Sales Management

Lead Generation

CRM Process

We will now focus on just 2?

Marketing - Providing a constant flow of quality leads.

Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value.

Sales Management

Lead Generation

CRM Process

Sales Management

Lead Generation

CRM Process

Prospects Customers Identifying – 10% Valuing – 25% Qualifying – 50% Negotiating – 75% Implementing / Supporting Lead Generation A good sales process ensures best sales practices get repeated

Sellers sell forward!

Close date key in all sales pipelines.

Close Date = Contract Signature.

After the close - someone else delivers!

Do you have a special pen for contract signatures?

Buyers Buy Backwards!

When do I get Ownership?

How do I get there?

Is the roadmap to value clearly defined?

What will this purchase enable me to do & When?

The Contract = Partnership!

Focus on when the customer gets value!

The contract is just one step in a joint journey!

A Foundation for Trust.

It is 5 times easier to sell to existing customers? You lift me up, and I’ll bring it over

Definition of the 3Rs

Solution Payback is expressed in terms of at least one of the following:

R evenue Growth

R eduction in costs

R egulatory Requirements

Sales Management

Lead Generation

CRM Process

What problem or desire does the product address?

What does addressing that issue enable the purchaser to do?

Can the buyer assign a value to that new capability?

When ideally do they need this by?

What is the cost of doing nothing?

Sales Management

Lead Generation

CRM Process

Sales Cycle 1 – Identifying – 10%

Solution payback mapped to 3Rs

Champion Identified

Timeline to Purchase agreed

Sales Management

Lead Generation

CRM Process

Sales Cycle 2 – Valuing – 25%

Champion Visualizes 3R payback with timescale

Agreement to meet Decision Maker/s

3R Stakeholders Identified

Sales Management

Lead Generation

CRM Process

Sales Cycle 3 – Qualifying – 50%

Decision maker confirms 3R payback

Evaluation criteria and plan agreed

Method of Finance agreed

Sales Management

Lead Generation

CRM Process

Sales Cycle 4 – Negotiating – 75%

Evaluation criteria met or exceeded

Verbal agreement from DM

Contracts with Legal and Purchasing

Sales Management

Lead Generation

CRM Process

Sales Management

Lead Generation

CRM Process

The 3 Parts of a Sales Call

Opening

Ask Power Questions

Conclusion

15 minutes from the end

Opening the meeting

Smile, as though you really mean it!

Thank them for their time

Ask them how long they Have

Power Questions

So what made you want to see me?

What [offer related] issues are you having right now

Listen to the answers (don’t be planning your next question!)

Closing the Call

Summarise all the issues they have

Agree a value on solving their issues

Confirm the decision process

Agree an action plan

Set the date of the next meeting

Always start at the top

Power flows down from the top

Swimming up the Waterfall is difficult

People generally want to Please their Boss

Success at Persuasion

Ask;

The right Person

AT the right Time

The right Questions

Listen, then have;

The right Answers

IN the right Way

With The right Evidence

At all times have a great Attitude

Planned Networking

The more people you meet, the more people who can buy or recommend your offering

Attend 4 events per month

Meet 3 people at each

That’s 144 new contacts

What Meetings to attend

Where do your prospects hang out?

Where do your influencers go?

What events do your partners frequent?

You CAN do anything

The Harder you prepare the luckier you seem to get

Doug Collins, Chicago Bulls Coach, about Michael Jordan

“ You become What you Think About” Buddah – Circa 500BC

Start your Success Plan Today

Write down your goals

Create your powerful questions

Plan your Networking Schedule

M aintain M omentum

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Sales Management

Lead Generation

CRM Process

Selling Business To Business - Enterpreneurship Program

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