Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Insights creation: Implement commercial excellence forum

701 views

Published on

Presentations from Rockfon and Implement at the Implement Commercial Excellence Forum, Friday 24 November 2017.

Published in: Sales
  • Be the first to comment

  • Be the first to like this

Insights creation: Implement commercial excellence forum

  1. 1. Commercial Excellence Forum Copenhagen, November 24th 2017 Creating Insights that will change the customer conversation
  2. 2. 2 November 24th 2017 Creating Insights that will change the customer conversation February 2nd, 2018 Brand orientation: From brand identity to relevant customer dialogue How to create a strong brand identity that unifies the organizational culture, defines strategic direction and secures resonating customer dialogues April 13th, 2018 Commercialization and product launch: How to successfully commercialize and launch new products - and make them win in the marketplace Commercial Excellence Forum 2017 - 2018 Planned meetings in 2017 - 2018
  3. 3. 3 Agenda 1 Welcome and introduction 3 Case from Rockfon: Insight Selling 2 Insights as a lever to growth 6 Wrap up (before networking and light lunch) 4 8 drivers for changing the conversation with customers
  4. 4. 4 Creating Insights that will change the customer conversation
  5. 5. 5 From product selling to insight selling
  6. 6. 6 Are we talking the same language? SELLER Value Proposition VALUE PERCEPTION GAP CUSTOMER Value Perception
  7. 7. 7 Source: CSO Insights, Sirius Decision, Aberdeen & Primary Intelligence of CMO’s say value messages are not reaching customers 73% of sales people don’t position value effectively 90% of marketing material is unused 70-80%
  8. 8. 8 The buying environment is in transition; customers have increased knowledge and know what to expect Customer due diligence begins Customer’s first outreach to supplier Customer purchase decision Customer needs well- scoped Priorities set Requirements mostly defined Suppliers compared Prices benchmarked 57% COMPLETE © 2015 CEB. All rights reserved.
  9. 9. 9 The buying experience is the most important loyalty driver … but it requires that we … • Give the customer a new and different perspective on their business or project • Help customers navigate alternatives • Help customers avoid potential mistakes © 2015 CEB. All rights reserved. Company and brand impact Product and service delivery Value-to-price ratio Buying experience
  10. 10. 10 We deliver and share insights to create a different conversation The purpose is to offer something so compelling that it begins a conversation, brings the other person in as participant, and eventually to arrive at an outcome that appeals to both of you. Source; Daniel Pink, To sell is human
  11. 11. 11 How do we characterise an insight? Drives toward action ✓ It gives the customer a new and different perspective on their business ✓ Challenges customers assumptions ✓ Based on facts ✓ Linked to customer needs ✓ It creates constructive tension ! ✓ Lead to your unique strengths ✓
  12. 12. 12 We need to define our insights around our unique differentiators PERCEIVED VALUE TO THE CUSTOMER PERCEIVEDUNIQUENESS LOW HIGH LOW HIGH Differentiators Your Value Proposition
  13. 13. 13 It’s not just about the development of insights – we need to use them correctly in our sales conversations Product / Services Value Proposition (differentiators) Insights Product / Services Value Proposition (differentiators) Insights
  14. 14. 14 Different types of insights INDUSTRY / SEGMENT INSIGHT PROJECT / CUSTOMER SPECIFIC INSIGHT REFERENCE STORY INSIGHT ON OPERATIONAL DATA A general observation of issues on a segment or industry level. A specific example of another customer’s issues, and which results they obtained from our unique capabilities. A specific hypothesis on what effect we believe the specific project in the company might have. Using big data to formulate insights on buying behaviour, usage etc.
  15. 15. 15 Agenda 1 Welcome and introduction 3 Case from Rockfon: Insight Selling 2 Insights as a lever to growth 6 Wrap up (before networking and light lunch) 4 8 drivers for changing the conversation with customers
  16. 16. 24. november 2017 16
  17. 17. Who is Rockfon? 17 • Part of Rockwool Group • Acoustical ceilings - harmonizing acoustics • Global presence • Market leader in Europe
  18. 18. The journey to insight selling in Rockfon 18 For years we had a superior product and market dominance More competitors in the market are pushing competition Products are gradually being perceived as a commodity Price war in the low- and mid-end of the market are driving prices down Insights! To engage customers and add value
  19. 19. How did we start? 19 Focus on selling higher in the value chain Marketing tools to change the conversation: From product and properties to value and insights The launch of ”Inspired by you” But… Changing the conversation showed to be difficult!
  20. 20. The challenging years 20 Slow-moving marketing material Resistance from marketing to change communication Sales reluctant to change behavior Unclear responsibility for insights gathering Very little attention from management
  21. 21. The road ahead 21 1 2 3 4 Support If we wanted to work this way we needed support from management Training The material and the insights can not work on its own - Training of marketing and sales was key Global approach We needed a global approach on how to gather and identify insights Focus We needed to know which types of insight to focus on A few things became very clear over the next few years
  22. 22. What did we do? 22 Initiatives ➢ Launch of architectural sales training ➢ A corporate messaging house ➢ Placeholder for insights ➢ Workgroup for insights ➢ Launch of inspired by you #4 ➢ Launch of insights app Insights!
  23. 23. Are we done now? 23 Research & gathering Structuring ValidatingCalculating Communicating
  24. 24. 24 24 Questions?
  25. 25. 25 25
  26. 26. 26 Agenda 1 Welcome and introduction 3 Case from Rockfon: Insight Selling 2 Insights as a lever to growth 6 Wrap up (before networking and light lunch) 4 8 drivers for changing the conversation with customers
  27. 27. 27 We propose 8 drivers to master to succeed with Insight Selling Having a structured process for establishment and gathering of insights is in place #1 Avg. 2,3 Organising around customer segments / insight area #2 Avg. 2,5 Centralised platform for gathering and sharing of insights om place #3 Avg. 2,2 Involve the customers - prototype insights to make sure the most relevant ones are gathered/formulated #4 Avg. 2,3 Identify the need for new insights and “push for use” internally #5 Avg. 2,5 Insights are part of Meeting Preparation / Account Planning Process #6 Avg. 2,5 Top management attention – insights as part of management meetings #7 Avg. 2,3 Focus on the training / roll out #8 Avg. 2,4
  28. 28. 28 • Which challenges do you experiences in regard to the driver? • Which experience or ideas do you have to mitigate the challenges
  29. 29. 29 Agenda 1 Welcome and introduction 3 Case from Rockfon: Insight Selling 2 Insights as a lever to growth 5 Wrap up (before networking and light lunch) 4 8 drivers for changing the conversation with customers
  30. 30. 30 November 24th 2017 Creating Insights that will change the customer conversation February 2nd, 2018 Brand orientation: From brand identity to relevant customer dialogue How to create a strong brand identity that unifies the organizational culture, defines strategic direction and secures resonating customer dialogues April 13th, 2018 Commercialization and product launch: How to successfully commercialize and launch new products - and make them win in the marketplace Next Commercial Excellence Forum is February 2nd, 2018 Planned meetings in 2017 - 2018 Brand orientation “A well-defined brand core can engage employees and customers, power strategy and align decision-making and behaviours.
  31. 31. Change with Impact.

×