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A guide to selling and doing good business for the ICE in Cheltenham

A guide to selling and doing good business for the ICE in Cheltenham

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Selling and doing good business Selling and doing good business Presentation Transcript

  • SELLING AND DOING GOOD BUSINESSwww.ParallelProjectTraining.comCopyright © All rights reserved. An Engineers Guide to Business Development
  • The outlook Real GDP growth, in per cent 2010 2011 2012 2013 United States 3.0 1.7 2.0 2.5 Euro area 1.8 1.6 0.2 1.4 Japan 4.1 -0.3 2.0 1.6Total OECD 3.1 1.9 1.6 2.3 Brazil 7.5 3.4 3.2 3.9 China 10.4 9.3 8.5 9.5 India 9.9 7.7 7.2 8.2 Indonesia 6.1 6.3 6.1 6.5 Russian Federation 4.0 4.0 4.1 4.1 South Africa 2.8 3.2 3.6 4.7 Source: OECD Economic Outlook 90 database.
  • Confidence is weakening Business confidence Consumer confidence65 65 1 160 60 0.5 0.555 55 0 050 50 -0.5 -0.545 45 -1 -140 40 -1.5 -1.535 35 -2 -2 United States United States30 Japan 30 -2.5 Japan -2.5 Euro area Euro area25 25 -3 -3 2008 2009 2010 2011 2008 2009 2010 2011 Note: Manufacturing sector. Values greater than 50 Note: Values below zero signify levels of consumer signify an improvement in economic activity. confidence below the period average. Source: Markit Economics Limited. Source: OECD Main Economic Indicators.
  • Uncertain 2012 Economic OutlookWe are releasing our new global outlook for 2012 and 2013 we see substantial economic and financial market uncertainty for the Euro area. The on goingshocks from the region’s sovereign crisis—and policy responses to them—are likely to be the biggestdeterminant of the outlook over the next few months. Jan Hatzius, Goldman Sachs Chief Economist, Global Investment Research,
  • Relative PerspectivesSales view of Engineering Engineering view of Sales
  • Journey From Consultant to Business Developer Business Developer You find work for you companySeller-doerYou find work foryourself Account Manager You find work for your team Worker Bee Others find work for you
  • Different Approaches to Business Development New Customer Hunting Fishing Normally repeat Order business is betweenExisting Customer Farming 73% to 56% of total taking sales Proactive Reactive Out-bound In-bound
  • Order Taking Very strong brand icon Customers flock to your door Compelling unique selling proposition Marketing driven approach Mostly B2C
  • Farming The Customer Perception LadderWhat level are you at? Business Partner Level 4Does your customer You have hit the big time!think you are a: Value Adder Level 3 Getting better but don’t rest Product / Service Provider Level 2 Help! Commodity Broker Level 1 Oh no!
  • Farming Care for and Cultivate the AccountCustomer Perspective Show that they are constantly thinking about us Be active in bringing us new ideas Be highly responsive to our needs and problems Show sensitivity in working with our decision making processes. Support us with state of the art technology, products and processes.
  • Farming Protect and Grow the AccountSuppliers Perspective Have a clearly defined strategy for each key account Demonstrate that they have all angles covered with an account management plan Identify and manage key decision-makers Understand how buying decisions are made Use a process to actively manage the account The aim is to grow the depth and scale of the relationship
  • Hunting for New Customers Generate a list of targets Cold calling  Work with a pre- Hard work as it takes 7 to 10 qualified list contact before initial contact will  Its a numbers game result in a sale. Appointment So the targets have to be worth Generation the effort. Networking  Social networking (linked-in)  Personal network
  • Proactive Sales Funnel New customers are very expensive to acquire The attrition rate can be Leads (100) very high Opportunities (20) It takes time to establish the relationship and trust Bids (10) Most bids are decided before the proposals go in However new customers New Customer support a healthy business Contract (1)
  • Tips for Bidding Read the ITT, three times. Understand the customer benefits and order winners. Story board your response. Understand your own weaknesses and turn them into strengths. Understand your competitors strengths and counteract them. Allow plenty of time and plan.
  • Capture PlanCustomer Analysis Competitor Analysis• What is the opportunity? • Strengths?• What is the scope? • Weaknesses?• What is the level of authority?• What does the customer think is important?• Form of contract and legal review?• What are the risks?Capture Strategy Capture Actions• What do we know about this • Customer engagement customer? • Meetings• Partners? • Site tour• What are the order winning factors? • Proof of concept
  • Fishing for leads Heavily promote you business and let customers find you  Search Engine Optimisation  e-mail opt-in white paper download  Blogging  Events  Publications  PR
  • Search Engine Optimisation 58% ofpurchases start with a search
  • Different Approaches to Business Development New Customer Hunting Fishing OrderExisting Customer Farming taking Proactive Reactive Out Bound In-bound