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Selling Business To Business - Enterpreneurship Program

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Produce an excellent product or service, sell and support what you produce and have great, motivated people.

Produce an excellent product or service, sell and support what you produce and have great, motivated people.

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  • 1. 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
  • 2. What Constitutes a Successful Company?
    • Producing an excellent product or service.
    • Selling and Supporting what they produce.
    • Having Great, Motivated People
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 3. Entrepreneurs Take Risks
  • 4. Easy ways to have more Money!
    • Get a raise.
    • Win it.
    • Inherit it.
    • Sell more!
  • 5. What to do when it gets tough?
    • Problems are challenges
    • Challenges are opportunities
    • Opportunities reward those who take action!
  • 6. What does Success mean to YOU
    • What will you OWN?
    • What will you DO?
    • Who will you Share it with?
  • 7. 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!
    ???
  • 8. 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
  • 9. 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!
  • 10. 7 Forms of Intelligence
    • Mathematical
    • Linguistic
    • Artistic
    • Musical
    • Sporting
    • Social/Emotional
    • Self-Awareness
  • 11. The 5 Key Success Factors
    • Increasing Leads
    • Converting Leads to Sales
    • Lifetime Customer Value (annualised)
    • Operating Costs (Margin)
    • Reinvesting Profit to foster innovation
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 12. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 13. Converting Leads to Sales
    • 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?
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 14. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 15. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 16. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 17. 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?
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 18. 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!
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 19. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 20. Lead Generation - ADSPORT
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
    Lead Generation's Secret Seven (ADSPORT) Advertising Direct Mail Speaking Publishing Online Referral Telephone
  • 21. 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”
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 22. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 23. Tactic 3 – Speaking
    • Company Run Seminars
    • Audio Tapes/CDs
    • Training
    • Media Interviews (TV, radio)
    • Guest Speaker
    • Excellent 1 to Many medium
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 24. 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”!
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 25. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 26. Tactic 6 – Referrals
    • The Ultimate Lead Generation Tool
    • Commonly known as “Word of Mouth”
    • Have a Strategy
      • Always ask
      • Make it easy
      • Reward Referrers
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 27. Tactic 7 – Telephone
    • Outbound
      • Cold calling (never)
      • Telemarketing agency
    • Inbound
      • Scripts
      • Interactive Call to Action
      • Don’t Sell – set appointment
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 28. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 29. Converting Leads to Sales
    • Experience Sales Success
        • 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
  • 30. 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?
  • 31. 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?
  • 32. 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
  • 33. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 34. Converting Leads to Sales
    • 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?
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 35. Sales Cycle 1 – Identifying – 10%
    • Solution payback mapped to 3Rs
    • Champion Identified
    • Timeline to Purchase agreed
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 36. Sales Cycle 2 – Valuing – 25%
    • Champion Visualizes 3R payback with timescale
    • Agreement to meet Decision Maker/s
    • 3R Stakeholders Identified
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 37. Sales Cycle 3 – Qualifying – 50%
    • Decision maker confirms 3R payback
    • Evaluation criteria and plan agreed
    • Method of Finance agreed
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 38. Sales Cycle 4 – Negotiating – 75%
    • Evaluation criteria met or exceeded
    • Verbal agreement from DM
    • Contracts with Legal and Purchasing
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 39. Converting Leads to Sales
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 40. The 3 Parts of a Sales Call
    • Opening
    • Ask Power Questions
    • Conclusion
      • 15 minutes from the end
  • 41. Opening the meeting
    • Smile, as though you really mean it!
    • Thank them for their time
    • Ask them how long they Have
  • 42. 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!)
  • 43. 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
  • 44. Always start at the top
    • Power flows down from the top
    • Swimming up the Waterfall is difficult
    • People generally want to Please their Boss
  • 45. 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
  • 46. 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
  • 47. What Meetings to attend
    • Where do your prospects hang out?
    • Where do your influencers go?
    • What events do your partners frequent?
  • 48. You CAN do anything
    • The Harder you prepare the luckier you seem to get
      • Doug Collins, Chicago Bulls Coach, about Michael Jordan
  • 49. “ You become What you Think About” Buddah – Circa 500BC
  • 50. Start your Success Plan Today
    • Write down your goals
    • Create your powerful questions
    • Plan your Networking Schedule
    • M aintain M omentum
  • 51. www.3r.ie Subscribe to: Free Monthly Newsletter Free Sales & Marketing Book Your: Assessment with Your Customised Report
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process