• Save
Presentation  n hopkins
Upcoming SlideShare
Loading in...5
×
 

Presentation n hopkins

on

  • 733 views

Presentation at BEN event - Sales Chasm at Science Learning Centre - 10th June 2010

Presentation at BEN event - Sales Chasm at Science Learning Centre - 10th June 2010

Statistics

Views

Total Views
733
Views on SlideShare
724
Embed Views
9

Actions

Likes
2
Downloads
0
Comments
0

1 Embed 9

http://www.slideshare.net 9

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Talk around the Chasm and some typical challengesProvide you with a process/methodology to enable you to increase your sales.And save you some money and/or show you where to invest.
  • IntelliStation from 4th to 1st culminating in $55m revenueArrows F1 £250k v £0
  • 1) The Geoffrey Moore book Crossing the Chasm is worthy of a weeks course so for the benefit of this evening I’m going to focus around the chasm.2) Let me give you an example....
  • 1993NOKIA 2110Apple iPhoneDebate that we’re going through the Pragmatist stage again with the promotion of ‘Applications’ on the iPhone and the changing role of the ‘Mobile phone’Laggards - Txt
  • I’m going to focus on the CHASMLet’s consider 2 common challenges.
  • The first is the size of the market and hence the size of the opportunity.For example you may have a product or service that will benefit any organisation who has more than 100 employees.It’s cross-industryTherefore the opportunity size is vast“If we could just get 0.5% of each market we’d be rich!”My colleague David will be talking about this particular problem in more detail later....
  • Challenge 2 is around the pipeline.Often companies have a huge number of ‘Identified’ opportunities. Loads of interested people and prospects. However very few of them close.Why?Or companies have very few opportunities. Little interested people and prospects.Why?
  • 1) Invest in more trade shows – hey we got 30 leads last time let’s get some more!!
  • Not yet prospectsWay too early in the Technology Adoption Life CycleNo “Compelling Reason to Buy”
  • Loft conversion example WANT is NOT a Compelling ReasonTake all of your pipeline and ask the questions:Ask your sales teamIf they don’t know then task them to find out!If they don’t know or it’s FAR from compelling then take them out of your forecastUntil you can PROVE why they MUST!
  • If you don’t know the objectives then ask them – 1st call – “It would be really useful if you could share with me your key objectives for this year”What does this person lie awake at night sweating over??!!
  • They may be UNIQUE but who cares??!!And they don’t help me achieve my objectives and they don’t take away the pain
  • 1) The Geoffrey Moore book Crossing the Chasm is worthy of a weeks course so for the benefit of this evening I’m going to focus around the chasm.2) Let me give you an example....
  • If you’re the customer
  • Email me and I’ll send you the guide to creating UVP’sOr I’ll be around, look out for me, grey suit, average height.
  • If you’re the customer

Presentation  n hopkins Presentation n hopkins Presentation Transcript

  • Increasing sales
    A presentation to BEN byNigel Hopkins, director, WinZone Consulting
  • Agenda
    The ‘Chasm’ challenges
    Value Propositions increase sales
    Save you £
    Increasing sales
  • Why me
    +17 years sales experience:
    EMEA Sales Director
    EMEA Sales Manager
    UK Sales Manager
    +10 years at IBM
    IntelliStation from 4th to 1st in 18 months
    Largest, first and complex (Swansea, Marshall, ArrowsF1)
    Clients include:
  • WinZone Consulting
    Increases your sales
    Creating Unique Value Propositions
    Chasm crossing
    Competitiveness & Differentiation
  • Technology Adoption Life Cycle
  • Mobile phones
    Early Adopters
    Innovators
    Laggards
    Early Majority
    Late Majority
  • Technology Adoption Life Cycle
  • Challenge 1 – Huge opportunity
  • Challenge 2 – Pipeline
    40 trade show‘hot’ leads
    Too many = no focus
    Struggle to ‘close’ deals
    1 year = 0 trade show conversions
  • What do they do?
    Hire more Salespeople
    Hire a ‘Big hitter Sales Director’
    Put the entire sales force through training
    Hire a telemarketing/lead generation team
    Invest in advertising
    Invest in trade shows
  • Pipeline – The real problem
    1) Not prospects yet
    2) No CRtB
  • Compelling Reason to Buy
    Why MUST they do this?
    What will happen if they DON’T do this?
    Develop the “Why they MUST and what will happen if they DON’T”
  • Value Propositions
    Value Propositions make it ‘Compelling’
    A Value Proposition is:
    “A concise statement that articulates the VALUE that a customer can expect when they do business with you.”
  • Creating Value Propositions
    WinZone VP Tool™ - Objectives & Pain
    WinZone VP Test™ - Wow & So what
  • WinZone Sales test 1™
    Objectives
    Pain
    Servers are at 98%capacity and needreplacing
    Customer service isgetting worse and morestaff are required
    Reduce IT spend by12%
    Reduce headcountby 5%
    Increase customerservice by 8%
    IT Director
    Finance Director
    CEO
  • WinZone Sales test 2™
    WOW
    So what?
    “You can ‘virtualise’ all of yourservers and share this across theorganisation”
    “We can save you 5% of your ITspend by virtually sharing thecomputing power across theorganisation”
    “We custom make each product tomeet your needs”
    “Reduce your staff numbers by 8%by outsourcing your IT helpdesk.This will also increase your customer satisfaction rates”
    “Dynamically change the availabledisk capacity in one click”
    “We share IT knowledge andresources because we work withmultiple companies”
  • Technology Adoption Life Cycle
  • Remember
    “I don’t care about the product!”
    “What does it DO for ME?”
  • Next action
    nigel.hopkins@winzoneconsulting.com
  • Back up slides
  • The ‘Gain’to users
    D
    A
    B
    C
    4
    A: Provides modest enhancements
    B: Adds substantial new value
    C: Gives dramatic productivity gains/cost saving
    D: Changes the market forever!
    3
    4: Significant reengineering, new process
    3: Major changes to existing process
    2: Modest changes to existing process
    1: Integrates with existing process
    2
    Pain
    1
    The ‘Pain’ ofobtaining thebenefit
    Gain
  • Early Market
    D
    A
    B
    C
    4
    Bowling Alley
    3
    2
    Pain
    1
    Tornado
    Gain
    Main Street
  • Consultative Sales Process
    Target market
    Route to market
    Direct/Channel
    Pricing
    Value proposition
    Elevator pitch
    Supporting metrics
    Market specific
    Job role specific
    Economic/
    technical buyer
    Customer examples
    Lead generation
    Mailshots
    Calls to action
    CRM
    Cold/warm calling
    Qualification
    Progression/
    commitment
    Compelling reason
    Win/win negotiating
    Timing
    Go to
    market
    strategy
    Value
    proposition
    Pipeline
    generation
    Opportunity
    management
    Delivery
    Winning
    Customer Sat’
    Reference
  • The 3 Building Blocks
    The Value Proposition, The Elevator Pitch and supporting sales messages.
    Proving value!
    Product
    The components must be underpinned by the ‘Product’ and work in harmony for selling to be successful and sustainable.
    People
    Process
    The competency of the sales team. The knowledge, skills and behaviour and the motivators.
    The right people!
    Pipeline building, opportunity qualification and management of opportunities.
    Going after opportunities that can be won!
  • Sales Fitness Assessment™
    Assessment of your sales & marketing process focusing on the 3 building blocks.
    Report detailing:
    Highlights/lowlights
    Focus areas
    Prioritisation
    Benchmark against industry
    Roadmap of requirements
  • Selling Value
    E
    Pitch
    Concise
    Pervasive
    Unique ValuePropositions
    £ Value Based (Economic)
    Technical Based (Technical)
    CR2A
    Sales Messages
    Solution Selling Divide
    Economic/Technical
    Targeted
    Offers
    £ Financial CR2A
    Targeted
  • The 3 Building Blocks for sales
    The Value Proposition, The Elevator Pitch and supporting sales messages.
    Proving value!
    Product
    The components must be underpinned by the ‘Product’ and work in harmony for selling to be successful and sustainable.
    People
    Process
    The competency of the sales team. The knowledge, skills and behaviour and the motivators.
    The right people!
    Pipeline building, opportunity qualification and management of opportunities.
    Going after opportunities that can be won!
  • Value Proposition
    Compelling
    £ Value
    Demonstrable
    Product
    People
    Process