Winning Complex Accounts


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  • This means a demand of full utilization of sales, marketing & technical personnel to ensure the best solution is presented to meet today’s customers demand for the high value & low cost solution. These two key criteria make every step of the sales process hyper critical to winning a project. Although relationship sells, it is absolutely crucial that any company pursuing sales in the technical marketplace establish solid and repeatable strategies and tactics in their sales process while maintaining trained personnel
  • In my case, it is often the control group leader, operations manager, purchasing and sometimes the corporate controls lead and the plant manager. Change – People change jobs and companies more than ever before, which is another reason to keep on top of the account. A change in one of the decision maker’s at the wrong time can mean the loss of a sale. Do you all have a similar complex account?
  • A lot of sales people use tactics with no regard to strategy Strategy – The process that you use to lay out your moves in advance of a sales call. When I talked to one of my salesmen about his strategy, he told me what his tactics were. There is a difference. Some people think that strategy is a waste of time –they need to be out there hitting the streets, calling on customers. Sitting at a desk is wasting time.
  • Most sales people focus on the next sale, but your strategy has to focus on the entire account. It’s fine to take care of the current sale, meetings, next steps, followups, proposals. But you have to make sure that you have sales proceeding along all of the steps in your strategy.
  • You may have 1000 leads, and end up with 10 customers
  • The sales funnel allows you to manage your accounts in a manner that leverages your most precious commodity – your selling time. The sales funnel is a metaphor that helps you see where your account is in terms of the buying and selling cycle and insures that you always have business in the funnel so that you never go through a “sellers dry spell”. A prospect should never go into the funnel unless they are qualified. How do you qualify a prospect? People buy based on emotional, personal and compelling reasons. If a problem affects them , if they have pain, and they have the budget and decision making power. In other words, if they are willing and able and have the budget they are qualified. That is the time to submit your proposal.
  • Know the complete corporate structure, who reports to who and from where Know the site structure, it can be different at every site who reports to who and where Three points to the truth – verify with three points of reference. I know this is sometimes hard, but it can be done in a casual conversation with people who don’t have a role in your sales process. Two touch points per week – Each key account should have two touch points per week just to keep you on their mind in case something comes up. Purchasing, engineering, controls, maintenance, etc. Listen for pain and determine how your products and services can help. But don’t jump into the features and benefits spiel until you have qualified them.
  • Look for growth when you map a company. It should show growth in the last 6-9 months. In this example, Lyondell is coming out of receivership and ready to spend money again.
  • Know market trends and your customer so that you can provide ongoing value added resources for them. Treat your business as an exchange of information and services to help your customer meet their goals. If you help them become successful and ease their pain, you will be successful.
  • LinkedIn - Professional audience for new site launches and other announcements, can be linked to Twitter. The basic account is free (at the moment) Connect to all of your customers and your prospects. Great for networking, career opportunities and recruiting also. Join groups, ask questions, answer questions Does anyone have an example of how linked in has helped them?
  • Twitter – Follow your customers in their personal and business accounts. Great for product announcements, trade show announcements, intersperse some personal tweets. Customize your page.
  • Facebook – Create pages for your products. Receive weekly emails from Facebook with information about your pages. How many active users total and since last week, how many people like your page, how many since last week. # of comments, # of visits. You can send updates to people who like your page. I’m a little more cautious on Facebook. I connect with customers when I have a friendly relationship. Then You can see any interests that you have in common.
  • Google + - Businesses can not create profiles. But you can create a personal profile and use it for business. Post a link to your Blog. Google+ shows in searches and results in higher rankings. Is anyone using Google + ? Would you like to share any experiences?
  • This company recorded a presentation on the introduction to process control. You can put product demo’s, product announcements, product training, etc on YouTube. Do any of you have YouTube accounts and what do you post?
  • Submit articles, advertise .Publications are great with customer testimonials to drive business. White papers are paramount in delivering company name recognition. Use these as opportunities to show why you are the right choice for the job. I know that it’s hard to get testimonials from customers in the automation industry. They can’t say anything without going through legal for approval. I take things that customers say in the course of a meeting and then I quote them generically. :Control systems coordinator for a Louisiana Refinery. He may recognize it as his quote, but no one else will. These quotes are great for your website and presentations too. Email minor holiday cards – Company X reminds you to be safe this holiday weekend. Holiday cards – mail early in November, before Thanksgiving, try to find or make a unique card that will associate them with your company or location. For example, with our home office in Louisiana, we have done Christmas on the Bayou cards, cards with a Fleur dis lis when the Saints won the Superbowl. Phone calls – keep a database of your customers birthdays, wife and childrens names, ages, interests. One of my customers has a daughter that plays soccer, I always ask about her during the season. Develop strategic placement of logos through client events, parties, outings .
  • The best way to be organized is to have a CRM tool. Customer relationship management keeps you on track. Estimate or proposal review meetings provide a lot of information. You can find out If your customer has already received another proposal and where you stand. You may have an opportunity to revise your proposal . Ask questions such as How do you feel about our proposed solution? Does it meet your objectives? Is there anything you would have liked to be different? When you do lose a sale, find out why. Most customers will tell you if you ask. “your price was too high, you didn’t meet the spec as well as company x, we have decided to standardize on product X. If you get some of these answers, you have not “covered the bases”.
  • Include family in the events, wife, children and bring your spouse.
  • Winning Complex Accounts

    1. 1. Winning Complex Accounts
    2. 2. Presenters <ul><li>Robert Sammons – VP Operations & Sales </li></ul><ul><li>Moore Control Systems Inc. </li></ul><ul><ul><li>22 years Automation & Controls Experience in a variety of positions both technical and commercial. </li></ul></ul><ul><li>Katherine Persac – Director of Sales and Marketing ProSys </li></ul><ul><ul><li>29 years experience in Automation & Controls and Manufacturing in sales, marketing and management positions . </li></ul></ul>
    3. 3. Background <ul><li>Current economic environments and the high demand for excellence put more pressure than ever on Business Development, Sales, and Marketing personnel. In addition the highly technical nature of selling automation adds a layer of complexity to the sales environment. </li></ul><ul><li>This session will discuss key aspects in developing, executing and winning complex projects through managing critical areas of the sales process, developing and maintaining strong relationships, establishing the processes by which you may be more successful in screening, forecasting, and closing deals in your pipeline through new customer relationship management tools and techniques. </li></ul>
    4. 4. Complex Accounts <ul><li>What is a Complex Account? </li></ul><ul><ul><li>A complex account involves a number of people who must give their approval or input before the buying decision can be made. They may be in technical, purchasing, management or corporate roles. </li></ul></ul><ul><ul><li>The decision making process is complex – meaning that it is seldom self-evident to an outsider. And the only thing that is constant is change. </li></ul></ul>
    5. 5. How do you win a Complex Account? <ul><li>Strategy </li></ul><ul><ul><li>a careful plan or method </li></ul></ul>Tactics - a system or mode of procedure
    6. 6. Strategy <ul><li>Long term strategy </li></ul><ul><ul><li>You must have a long term strategy </li></ul></ul><ul><ul><li>Focus on the account, not just the individual sale </li></ul></ul>
    7. 7. The Traditional Sales Funnel
    8. 8. The (Modified) Strategic Sales Funnel The (Modified) Strategic Sales Funnel <ul><li>A world full of prospects </li></ul><ul><li>Qualified prospects </li></ul><ul><li>Orders ready to close </li></ul>
    9. 9. Account Mapping & Development <ul><li>Clearly identify how your offering meets current needs. </li></ul><ul><li>Clearly identify the residual value you or your products can provide. </li></ul><ul><ul><li>Business case development offer Cost Benefit Analysis </li></ul></ul><ul><ul><li>Clearly identify Return On Investments </li></ul></ul>
    10. 10. Account Mapping & Development <ul><li>Corporate – Organizational Map </li></ul><ul><li>Facility – Site Organization Map </li></ul><ul><li>3 Points to the truth </li></ul><ul><li>2 touch points per week </li></ul><ul><li>Clearly identify how your offering meets current needs. </li></ul><ul><li>Clearly identify the residual value you or your products can provide. </li></ul><ul><ul><li>Business case development offer Cost Benefit Analysis </li></ul></ul><ul><ul><li>Clearly identify Return On Investments </li></ul></ul>
    11. 11. Key Account Example - LyondellBasell LyondellBasell operates 59 manufacturing sites in 18 countries and has sales representation throughout the world. Revenue: Over $5 bil. Employees: Over 10,000 Global 500 Industry:  Chemicals , Chemicals, Petrochemicals, Glass & Gases , Manufacturing Company Description: LyondellBasell is one of the world's largest polymers, petrochemicals and fuels companies. We are the global leader in polyolefins technology, production and marketing; a pioneer in propylene oxide and derivatives; and a significant producer of fuels and refined products, including bio-fuels. Headquartered in The Netherlands, LyondellBasell has combined annual revenues of nearly $45 billion* and more than 16,000 employees worldwide. Our vertically integrated facilities, broad product portfolio, manufacturing flexibility, superior technology base and reputation for operational excellence allow us to deliver exceptional value to our customers across the petrochemical chain - from refining through to advanced product applications. LYB:NYSE   PETRO CHEM US - Florida 0 1 US - Georgia 0 1 US - Iowa 0 1 US - Illinois 0 1 US - Louisiana 0 1 US - New Jersey 0 2 US - Ohio 0 1 US - Tennessee 0 1 US - Texas 1 14 US- Total 1 23
    12. 12. Key Account Example- LyondellBasell <ul><li>Sales Strategy & Tactics </li></ul><ul><li>Become LyondellBasell Corporate System Integration Partner </li></ul><ul><li>Develop Corporate wide MSA </li></ul><ul><li>Educate Sites on ProSys Capabilities </li></ul><ul><li>Provide Training on Alarm Management and Operator Displays </li></ul><ul><li>Leverage Product Sales into Larger Solutions </li></ul><ul><li>Include Services </li></ul><ul><li>Support LyondellBasell with SMS </li></ul>Total Target Revenue = $1,200,000 LyondellBasell 50000 50000   PETRO CHEM PETRO CHEM US - Florida 0 1 $0.00 $50,000.00 US - Georgia 0 1 $0.00 $50,000.00 US - Iowa 0 1 $0.00 $50,000.00 US - Illinois 0 1 $0.00 $50,000.00 US - Louisiana 0 1 $0.00 $50,000.00 US - New Jersey 0 2 $0.00 $100,000.00 US - Ohio 0 1 $0.00 $50,000.00 US - Tenesse 0 1 $0.00 $50,000.00 US - Texas 1 14 $50,000.00 $700,000.00 UT - Total 1 23 $50,000.00 $1,150,000.00 Introduction Site Presentation Purchasing MSA Proposal FEL/FEED Study Project 2 wks 3 wks 6 mo 3 mo 3 mo 13 month Sales Cycle Budgeting
    13. 13. Get to know your customer <ul><li>Use every tool at your disposal including social media to understand who you are dealing with. </li></ul><ul><li>Find out what appeals to your audience and what the prospective client is focused on from the top down and the bottom up. This will give the full perspective on what to focus on once you have the prospect qualified. </li></ul>
    14. 14. Marketing & Sales Tactics <ul><li>Surveys </li></ul><ul><ul><li>Survey Monkey </li></ul></ul><ul><li>Web Ads & Banners </li></ul><ul><ul><li>Google Ad words $$$ </li></ul></ul><ul><li>Website Statistics </li></ul><ul><ul><li>Google Analytics $ </li></ul></ul>
    15. 15. eSurveys <ul><li>Help map key accounts by: </li></ul><ul><ul><li>Reminding your customers of your capability </li></ul></ul><ul><ul><li>Reminding your customers of why they buy from you. </li></ul></ul><ul><ul><li>Use your results to drive testimonials to your website . </li></ul></ul>
    16. 16. Web Ads & Banners <ul><li>Less is more (name, tagline, phone number) </li></ul><ul><li>Use 800 number to make sure contacting is easy. </li></ul><ul><li>Link Banner to CRM lead contact point to see where lead originates </li></ul>
    17. 17. Website Statistics <ul><li>Use web statistics to drive marketing campaigns which focus on regional interests based on web site visits reported by Google Analytics. </li></ul>
    18. 18. Marketing & Sales Tactics <ul><li>Social Media </li></ul><ul><ul><li>Linked-in </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Google+ </li></ul></ul><ul><ul><li>YouTube </li></ul></ul>
    19. 19. <ul><li>. </li></ul>
    20. 24. Marketing & Sales Tactics <ul><li>Publications – submit articles, advertise </li></ul><ul><ul><li>ISA InTech </li></ul></ul><ul><ul><li>Control </li></ul></ul><ul><ul><li>AutomationWorld </li></ul></ul><ul><li>Website </li></ul><ul><ul><li>White papers </li></ul></ul><ul><li>Relationships & Staying in touch </li></ul><ul><ul><li>Email cards </li></ul></ul><ul><ul><li>Holiday cards </li></ul></ul><ul><ul><li>Phone calls </li></ul></ul><ul><ul><li>Logo Placement </li></ul></ul>
    21. 25. Relationship Management <ul><li>Most important component of 21 ST Century is to be organized and consistent through your sales strategy and tactics, providing follow up with a customer oriented focus. </li></ul><ul><li>CRM Pipeline Management – Keeps you on track </li></ul><ul><li>Estimate Review meetings – They say “I care” </li></ul>
    22. 26. Relationship Management <ul><li>Follow ups and holiday cards are very crucial when setting goals in January as they say please see me when I call you. </li></ul><ul><li>Hunting, fishing, ball games, golf outings </li></ul><ul><ul><li>Use events to build long lasting relationships which drive business and good friendships. </li></ul></ul>
    23. 27. Summary <ul><li>What methods develop new customer relations with winning results? </li></ul><ul><ul><li>Sales strategy and tactics </li></ul></ul><ul><ul><li>Building Relationships </li></ul></ul><ul><ul><li>Continuous Marketing & Name Awareness </li></ul></ul>
    24. 28. References and Acknowledgements <ul><li>Bob Lobos, Wolf Creek Business Growth Institute </li></ul><ul><li>Patti Harty, Stark and Associates </li></ul><ul><li>Stephen Heiman, Diane Sanchez with Tad Tuleja “The New Strategic Selling” </li></ul><ul><li>Julie Fraser, Cambashi </li></ul>
    25. 29. Thank you! <ul><li>Katherine Persac </li></ul><ul><ul><li>katherine.persac </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>225-276-3612 Cell </li></ul></ul><ul><li>Robert Sammons </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>832-315-7010 Cell </li></ul></ul>