Winning Complex Accounts

Presenters
Robert Sammons – VP Operations & Sales
Moore Control Systems Inc.
22 years Automation & Controls Experience in a variety of positions both technical and commercial.
Katherine Persac – Director of Sales and Marketing ProSys
29 years experience in Automation & Controls and Manufacturing in sales, marketing and management positions .

Background
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.
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.

Complex Accounts
What is a Complex Account?
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.
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.

How do you win a Complex Account?
Strategy
a careful plan or method
Tactics - a system or mode of procedure

Strategy
Long term strategy
You must have a long term strategy
Focus on the account, not just the individual sale

The Traditional Sales Funnel

The (Modified) Strategic Sales Funnel The (Modified) Strategic Sales Funnel
A world full of prospects
Qualified prospects
Orders ready to close

Account Mapping & Development
Clearly identify how your offering meets current needs.
Clearly identify the residual value you or your products can provide.
Business case development offer Cost Benefit Analysis
Clearly identify Return On Investments

Account Mapping & Development
Corporate – Organizational Map
Facility – Site Organization Map
3 Points to the truth
2 touch points per week
Clearly identify how your offering meets current needs.
Clearly identify the residual value you or your products can provide.
Business case development offer Cost Benefit Analysis
Clearly identify Return On Investments

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

Key Account Example- LyondellBasell
Sales Strategy & Tactics
Become LyondellBasell Corporate System Integration Partner
Develop Corporate wide MSA
Educate Sites on ProSys Capabilities
Provide Training on Alarm Management and Operator Displays
Leverage Product Sales into Larger Solutions
Include Services
Support LyondellBasell with SMS
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

Get to know your customer
Use every tool at your disposal including social media to understand who you are dealing with.
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.

Marketing & Sales Tactics
Surveys
Survey Monkey
Web Ads & Banners
Google Ad words $$$
Website Statistics
Google Analytics $

eSurveys
Help map key accounts by:
Reminding your customers of your capability
Reminding your customers of why they buy from you.
Use your results to drive testimonials to your website .
www.surveymonkey.com

Web Ads & Banners
Less is more (name, tagline, phone number)
Use 800 number to make sure contacting is easy.
Link Banner to CRM lead contact point to see where lead originates

Website Statistics
Use web statistics to drive marketing campaigns which focus on regional interests based on web site visits reported by Google Analytics.

Social Media
Linked-in
Facebook
Twitter
Google+
YouTube

Publications – submit articles, advertise
ISA InTech
Control
AutomationWorld
Website
White papers
Relationships & Staying in touch
Email cards
Holiday cards
Phone calls
Logo Placement

Relationship Management
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.
CRM Pipeline Management – Keeps you on track
Estimate Review meetings – They say “I care”

Relationship Management
Follow ups and holiday cards are very crucial when setting goals in January as they say please see me when I call you.
Hunting, fishing, ball games, golf outings
Use events to build long lasting relationships which drive business and good friendships.

Summary
What methods develop new customer relations with winning results?
Sales strategy and tactics
Building Relationships
Continuous Marketing & Name Awareness

References and Acknowledgements
Bob Lobos, Wolf Creek Business Growth Institute
Patti Harty, Stark and Associates
Stephen Heiman, Diane Sanchez with Tad Tuleja “The New Strategic Selling”
Julie Fraser, Cambashi

Thank you!
Katherine Persac
katherine.persac @prosys.com
www.prosys.com
225-276-3612 Cell
Robert Sammons
[email_address]
832-315-7010 Cell

Winning Complex Accounts

by ISA Marketing & Sales Summit on Oct 28, 2011

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Winning Complex Accounts — Presentation Transcript