LEADING SALES IN A
CHANGING MARKET
Jarkko Kallaperä
Key Account Manager
2014
”The unknown is near””Something is stirring in the air”
ACTION COMES FROM
UNDERSTANDING
”THE PRODUCT”
- The excuses are nigh -
”No demand”
- UNDERSTAND WHAT IS HAPPENING AND STEP IN-
”It’s too expensive”
”It’s ...
OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”Do you have what they want?”
- Needs change all the time.
...
OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”What’s going on in the industry?”
-What is the current sal...
OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”There’s never enough money”
- Goverment forecasts
- Bank f...
OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”The old is usable”
- New technology rarely is flawless on ...
OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”Evil brothers in arms”
- Predict, predict, predict!
-So wh...
OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”Friend or foe?”
- Supplier may move camp to the competitor...
OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”The bastards need it but won’t buy it”
- Need is only a st...
OUTER CIRCLE
COMPETITORS
INDUSTRY
CONSUMER
BEHAVIOR
ECONOMY
CONSUMER NEEDS
PARTNERS
NEW TECHNOLOGY
”The world you just can...
INNER CIRCLE
”The place where your needs may be met”
COST OF ACTIONS
CURRENT CUSTOMERS
CONTROLLED RISKS
-How much are
you ...
INNER CIRCLE
”The place where your needs may be met”
Without it there is only sales but not great sales
THE ”YES” SPIRIT
-...
INNER CIRCLE
”The place where your needs may be met”
BUDGET vs. ACTUAL REVENUESNEW PRODUCTS
CHANGES IN TEAM ROSTER THE ”OT...
INNER CIRCLE
”The place where your needs may be met”
- It must be crystal clear to
everyone
- If you think they assimilate...
INNER CIRCLE
”Where the action begins”
BUDGET vs. ACTUAL REVENUES
SALES CHANNEL DANCE
NEW PRODUCTS
CHANGES IN TEAM ROSTER
...
OUTER CIRCLE
INNER CIRCLE
”The place where your needs may be met”
COMPETITORS
INDUSTRY
CONSUMER BEHAVIOR
ECONOMY
CONSUMER ...
GOOD!
CHANGE
MEANS
SALES!
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The outer and inner factors of change and sales

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What factors affect sales in a changing market and how you can help your team understand them and go through the roller coaster ride together as one team.

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The outer and inner factors of change and sales

  1. 1. LEADING SALES IN A CHANGING MARKET Jarkko Kallaperä Key Account Manager 2014
  2. 2. ”The unknown is near””Something is stirring in the air” ACTION COMES FROM UNDERSTANDING
  3. 3. ”THE PRODUCT” - The excuses are nigh - ”No demand” - UNDERSTAND WHAT IS HAPPENING AND STEP IN- ”It’s too expensive” ”It’s too boring” ”Bad quality” ”Bad margin” ”No demand” ”Too hard to sell” ”Need more marketing” ”Technical errors” ”Design flaw” ”The better model”
  4. 4. OUTER CIRCLE ”The world you just cannot effect” CONSUMER NEEDS ”Do you have what they want?” - Needs change all the time. - Some stick for a longer periods and some for mere moments. - What does your product have to satisfy these? - Is your team aware of these? - Accecpt that you cannot forecast these precisely
  5. 5. OUTER CIRCLE ”The world you just cannot effect” CONSUMER NEEDS ”What’s going on in the industry?” -What is the current sales trend in your industry - How the public forecasts affect your team - How does the company see the trends - How do you see the industry trends - How does this affect your teams daily work INDUSTRY
  6. 6. OUTER CIRCLE ”The world you just cannot effect” CONSUMER NEEDS ”There’s never enough money” - Goverment forecasts - Bank forecasts - Company financial forecasts - Consumer purchasing abilities - Fixed and variable prices in production - Consumers become overcatious INDUSTRY ECONOMY
  7. 7. OUTER CIRCLE ”The world you just cannot effect” CONSUMER NEEDS ”The old is usable” - New technology rarely is flawless on the first go - Creates buzz among the consumers - Do you have any common solutions in your product? - May create long time need or just fade away - There is always something new coming in the market INDUSTRY ECONOMY NEW TECHNOLOGY
  8. 8. OUTER CIRCLE ”The world you just cannot effect” CONSUMER NEEDS ”Evil brothers in arms” - Predict, predict, predict! -So what if they have something superior? - What are your strong features vs. theirs? - If they manage to create a buzz just follow it and let them spend the money - Can you two benefit both at the same time? - Mutual target groups can also be re- prospected - The worst enemy of your teams morale - How much are you willing to spend money? INDUSTRY ECONOMY NEW TECHNOLOGY COMPETITORS
  9. 9. OUTER CIRCLE ”The world you just cannot effect” CONSUMER NEEDS ”Friend or foe?” - Supplier may move camp to the competitor - Sales partner may quit - Do they trust your company? - Long lasting relationships may sometimes count for nothing - You cannot affect in their mood for free - Have ALWAYS a backup plan INDUSTRY ECONOMY NEW TECHNOLOGY COMPETITORS PARTNERS
  10. 10. OUTER CIRCLE ”The world you just cannot effect” CONSUMER NEEDS ”The bastards need it but won’t buy it” - Need is only a start - What does the consumer go trough during the sales process? - How the consumer wants to buy? - The common consumer behavior is something that shifts also very rapidly - What kind of behavior is suitable for your team? INDUSTRY ECONOMY NEW TECHNOLOGY COMPETITORS PARTNERS CONSUMER BEHAVIOR
  11. 11. OUTER CIRCLE COMPETITORS INDUSTRY CONSUMER BEHAVIOR ECONOMY CONSUMER NEEDS PARTNERS NEW TECHNOLOGY ”The world you just cannot effect” INNER CIRCLE ”The place where your needs may be met” - The Company -
  12. 12. INNER CIRCLE ”The place where your needs may be met” COST OF ACTIONS CURRENT CUSTOMERS CONTROLLED RISKS -How much are you willing to lose? - Cost to acquire - Where does the cost come from? - How your team can affect on this? - Help them affect on this - How does your campaigns affect the current customers? - Balancing the churn vs. net - Can your team affect on the current customers? - Why is this important yo the company? - Encourage to take action - Small actions may become successfull actions - Why is this necessary? - Take risks but do them wisely - DO NOT BE AFRAID TO TAKE RISKS!
  13. 13. INNER CIRCLE ”The place where your needs may be met” Without it there is only sales but not great sales THE ”YES” SPIRIT -This is the factor that separates great teams from a mediocre team - It is not a cliché - Why not? - Your most cheapest asset for your team - The YES comes from you! - The YES must come from the rest of the management as well - What if the ”YES” just doesn’t stick? - Handling the ”NO” people
  14. 14. INNER CIRCLE ”The place where your needs may be met” BUDGET vs. ACTUAL REVENUESNEW PRODUCTS CHANGES IN TEAM ROSTER THE ”OTHER” DEPARTMENTS - How they affect current sales actions - How it will help you in sales - They will not save you NOW - Understanding that there is no fixed release date - What happened? - Be truthfull! - How will you climb up? - No one wants terror scenarios unless it is the last possible action before shut down - Affects greatly in teamwork and thus in results - Does the team get along? - ”Clean the air in a good way” - Facts are just business, nothing personnal - Believe it or not but your team is not alone in the company! - How your actions affect the other teams? - What do they need? - Information, information!!!
  15. 15. INNER CIRCLE ”The place where your needs may be met” - It must be crystal clear to everyone - If you think they assimilate it, think again! - The future greates strenght! - Strenght creates sales - When and why is the time for each channel to shine? - Do not underrate any channel, you may need them or they might break through! - Let your team participate and listen to them! SALES CHANNEL DANCE FUTURE VISIONS AND DESIRES OF THE COMPANY
  16. 16. INNER CIRCLE ”Where the action begins” BUDGET vs. ACTUAL REVENUES SALES CHANNEL DANCE NEW PRODUCTS CHANGES IN TEAM ROSTER COST OF ACTIONS THE ”OTHER” DEPARTMENTS CURRENT CUSTOMERS CONTROLLED RISKS THE ”YES” SPIRIT FUTURE VISIONS AND DESIRES OF YOUR COMPANY
  17. 17. OUTER CIRCLE INNER CIRCLE ”The place where your needs may be met” COMPETITORS INDUSTRY CONSUMER BEHAVIOR ECONOMY CONSUMER NEEDS PARTNERS NEW TECHNOLOGY BUDGET vs. ACTUAL REVENUES SALES CHANNEL DANCE NEW PRODUCTS CHANGES IN TEAM ROSTER COST OF ACTIONS THE ”OTHER” DEPARTMENTS CURRENT CUSTOMERS CONTROLLED RISKS THE ”YES” SPIRIT FUTURE VISIONS AND DESIRES OF THE COMPANY ”The world you just cannot effect”
  18. 18. GOOD! CHANGE MEANS SALES!
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