Don't leave your sales force behind gooding communications group

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Printers are investing in new technology, which is good news for the industry. For printers to gain the most from their new investment they must plan for the impact on sales processes, compensation plan and the need for enhanced marketing support for B2B sales.

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Don't leave your sales force behind gooding communications group

  1. 1. © 2013 Gooding Communications Group – an Insight Forums Company Don’t Leave Your Sales Force Behind Presented by: Elizabeth Gooding, President Gooding Communications Group An Insight Forums Company
  2. 2. © 2013 Gooding Communications Group – an Insight Forums Company Print Businesses are Investing To Add Value to Existing Customers • Make it easier to do business • Expand services within current market • Create “stickiness” and loyalty To Attract New Customers • Diversify in a consolidating market • Expand up-market or down-market • Enter new vertical markets
  3. 3. © 2013 Gooding Communications Group – an Insight Forums Company A Great Deal of Analysis Was Done … • Market Analysis • Product Analysis • Request for Proposal • Implementation Planning • Business Case
  4. 4. © 2013 Gooding Communications Group – an Insight Forums Company … and Now Your Sales People Won’t Sell It Common Problems • Don’t Believe New Solutions Will Work • Lack Understanding of New Solutions and Value • Compensation Plan Encourages Status Quo
  5. 5. © 2013 Gooding Communications Group – an Insight Forums Company The Doubters • “The quality won’t be good enough” • “My customers want what they always get” • “Our people don’t know how to do that” • We did something like this a couple years ago” If you have ever had a service problem, a pricing problem or a technology problem – your sales staff will not let you forget it.
  6. 6. © 2013 Gooding Communications Group – an Insight Forums Company Lack of Understanding Was your business case solid? …Then pitch it to the sales force: • What value can you add for existing customers? • Why are the new markets worth pursuing? • What training and lead generation can help them enter new markets? • How does it tie back to existing products, services, markets? #1: How do they make money selling it
  7. 7. © 2013 Gooding Communications Group – an Insight Forums Company Compensation Plans Should be based on Key Performance Indicators • Sell this muchQuotas • Sell this much • Sell this way • Sell to these new companies • Retain/upsell existing clients Quality
  8. 8. © 2013 Gooding Communications Group – an Insight Forums Company Other Reasons Why Salespeople aren’t Selling • Economy • Competition from other media • New industry competitors • Changes in target industry • Wasting time on bad data • Not very good at their job Uh Oh!
  9. 9. © 2013 Gooding Communications Group – an Insight Forums Company … What if your Salespeople are Right? Planning for New Technology • Process Changes • Pricing/estimating Changes • Marketing support/lead generation • “Go-to-market” readiness Told you so Do you have all the services and support necessary to make your new technology “market ready” and profitable? Do you have reference account?
  10. 10. © 2013 Gooding Communications Group – an Insight Forums Company … Have You Updated Your Sales Strategy? Multi-channel Marketing is Critical to Print Sales • Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete according to the Corporate Executive Board. Growing percentage of print is bought online • According to InfoTrends @ 10% of 2012 print sales originated online and this is expected to grow to 18% by 2014 • Are your salespeople competing with websites for digital print? B2B Execs Buy online too • 4% of B2B execs have made purchases of >$100k via mobile device according to Google and Forbes Insight. 57 18 4
  11. 11. © 2013 Gooding Communications Group – an Insight Forums Company Connected Executive MakeiteasyforB2Bexecstodobusinesswithyou.
  12. 12. © 2013 Gooding Communications Group – an Insight Forums Company Selling has Evolved Harvard Business Review
  13. 13. © 2013 Gooding Communications Group – an Insight Forums Company Companies Who Invest in Inkjet 13 Inkjet to the Rescue! • Lower cost of production • Great image quality • Tremendous finishing flexibility Operational Efficiencies with Broader Capabilities.
  14. 14. © 2013 Gooding Communications Group – an Insight Forums Company One Problem . . . 14 Efficiencies NewCapabilities There’s a tiger in the lifeboat and he’s ready to eat your profits. We need to help sales people understand both sides of inkjet.
  15. 15. © 2013 Gooding Communications Group – an Insight Forums Company Inkjet: The Customer Lens 15 Printer’s perspective: LOWER MY COSTS • Forms replacement eliminates stocks. • Onserts eliminate insert preprint. • Batching individual jobs into larger runs reduces overhead. • Consolidate Mailings – checks with confirms, statements with newsletters or disclosures. • Use less staff The customer’s perspective WHAT’S IN IT FOR ME? • Onserts: Remove limitations on message variations, expand my response/ revenue opportunities. • Color: Develop loyalty programs, offset costs with revenue, protect brand identity. • Consolidating services: Integrate lifecycle touch points – onboarding, statements, offers. Avoid double mailings to customers. • Give me more lead time for creative • Reducing my postal expenses sounds like a good idea too.
  16. 16. © 2013 Gooding Communications Group – an Insight Forums Company How Do You Prepare Salespeople? • Reference accounts that were “value sales” • Vertical market training on industry pain points • Fundamentals training on new technology to spot opportunities for process improvement • Consider additional support: • Market specialists • Design specialists • Problem solvers Before you sell the new stuff to customers you have to sell it to the sales force.
  17. 17. © 2013 Gooding Communications Group – an Insight Forums Company Teaching Sales Methodologies The Challenger Sale (Portfolio/Penguin 2011) excerpts Harvard Business Review
  18. 18. © 2013 Gooding Communications Group – an Insight Forums Company Creating a Plan • Who hunts, who gathers? • Identify top accounts in all territories – map it, walk it, talk it. • Group discussions / brainstorming for positioning new tech • Create individual plan for each rep – review and agree • What structural, marketing and support is required? • Make sure comp plan rewards for activities you want • New business versus existing business • Specific sales activities, cold calling, updating database, presenting key offers • Preferred sales method: phone, face to face, webex/skype • Include upside financial rewards as well as recognition opportunities • Look for sources of outside help from your vendor or third parties on positioning new technology.
  19. 19. © 2013 Gooding Communications Group – an Insight Forums Company Sell and Price on Value • Make Money • Save Money • Create Awareness • Beat Competition
  20. 20. © 2013 Gooding Communications Group – an Insight Forums Company Summary • Involve sales people in the whole process • Evaluate whether current sales models / methods apply • Adjust processes where necessary • Adjust compensation plans to reward behavior as well as sales • Provide training and then do it again • Give recognition as well as rewards – post KPIs monthly Answer the #1 question: How do I make money selling this?
  21. 21. © 2013 Gooding Communications Group – an Insight Forums Company Thank You! For questions regarding this presentation, please call: Elizabeth Gooding 800-886-2196 x7 egooding@insightforums.com www.InsightForums.com www.Linkedin.com/in/ElizabethGooding For information on consulting services, please see Gooding Communications Group, a wholly owned subsidiary of Insight Forums. For news, research and training, please visit www.InsightForums.com 21

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