The customer centric sales method for success in a new business to business market - template plus example

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The process of selling to other businesses must be strategic in nature because it invariably involves ‘selling’ to more than one person, each with slightly different considerations. If this selling time is to be effective, preparatory thinking and warm lead generation (marketing) needs to be completed. You should not strive that this thinking and lead generation work be perfect or complete: simply that you should instil a perpetual process for refining your hypothesis that spurs you to take actions to prove that your thinking and lead generation is the best it can possibly be. In so doing, success is measured not by the completed sale, but by the repeat purchase by the client.

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The customer centric sales method for success in a new business to business market - template plus example

  1. 1. The customer centric sales method for success in a new business to business market Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU e: nick@parkermarketing.co.uk © Nick Parker 2014 Doc: The customer centric sales method for success in a new business to business market My Vision is………… HYPOTHESIS My client persona is 1),2) … The benefit of focussing on this customer segment is… The points of pain for my clients are… The features of my products are… The resultant benefit derived by my customer is… The other people involved in the buying process are 2) … Role and name 1. The Economic Buyer 2. The Technical Buyer 3. The Coach The value exchange of each of my products is… My ‘GO, PROVE IT’ actions are 3) … Concept definition: The process of selling to other businesses must be strategic in nature because it invariably involves ‘selling’ to more than one person, each with slightly different considerations. If this selling time is to be effective, preparatory thinking and warm lead generation (marketing) needs to be completed. You should not strive that this thinking and lead generation work be perfect or complete: simply that you should instil a perpetual process for refining your hypothesis that spurs you to take actions to prove that your thinking and lead generation is the best it can possibly be. In so doing, success is measured not by the completed sale, but by the repeat purchase by the client.
  2. 2. The customer centric sales method for success in a new business to business market Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU e: nick@parkermarketing.co.uk © Nick Parker 2014 Doc: The customer centric sales method for success in a new business to business market Legend Element Notes Vision  Setting the direction of the journey. My client persona is……….  What defines the ‘user buyer’, in relation to your product or service?  Why benefit is implied by your focus? Value exchange  What are the products are you selling in exchange for what cost?  What is the measurement of the return on investment: ie value of outputs versus cost of inputs. Notes Superscript Notes 1)  Or referral source, partner or other stakeholder  Priority: tackle your current customers first. 2) Based on the Miller Heiman Strategic Selling model 1. The User Buyer – the person who will ‘use’ your product 2. The Economic Buyer – the budget holder 3. The Technical Buyer – the person who qualified your product as meeting the specification 4. The Coach – the person on the inside who can give you support and direction on the way to closing the deal. 3)  Ie actions to test your hypothesis  Make them SMART! [End]
  3. 3. Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU e: nick@parkermarketing.co.uk © Nick Parker 2014 Doc: The customer centric sales method for success in a new business to business market - Parker Marketing The customer centric sales method for success in a new business to business market Example: Parker Marketing
  4. 4. A customer centric sales model for success in a new business to business market See end of document for definition on the concept of this model Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU e: nick@parkermarketing.co.uk © Nick Parker 2014 Doc: The customer centric sales method for success in a new business to business market - Parker Marketing My Vision is………… That my clients are the first to unleash infinite business opportunity through putting their customers at the centre of their businesses. HYPOTHESIS My client persona is 1),2) … The benefit of focussing on this customer segment is… The leader of a business defined by the following characteristics: My clients, being leaders, can derive the benefit of my 50,000 hours of experience as a MD or board director of SMEs. - based in Oxfordshire My clients can benefit from me connecting them to people, suppliers and opportunities that I know through both my work and my leisure time, all of which is focused in Oxfordshire - with turnover £0.5m - £20m My clients can benefit from the experience that I have accumulated in working in this sector. Having also worked for global corporates my experience tells me that with a little creative thinking, the options open to the SME are greater than leaders may otherwise think, and certainly not disadvantaged by the perception of the unlimited resources open to the specific large corporate against whom they compete. - with 5 – 200 employees My clients work in companies where I know success is delivered through teamwork. There is there is sufficient human resource that others can do much of the ‘tactical doing’. My experience tells me that the leader’s role in these companies involves setting vision, setting the strategic frameworks, accessing the right resources and knowing what success looks like, so that they can fuel more of the same or take corrective action.
  5. 5. A customer centric sales model for success in a new business to business market See end of document for definition on the concept of this model Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU e: nick@parkermarketing.co.uk © Nick Parker 2014 Doc: The customer centric sales method for success in a new business to business market - Parker Marketing - selling services or products to other businesses. My clients know that selling to other businesses is all about the handling of the personal relationships established between buyer and seller. In B2B selling there are a number of strategic influencers in the buying process who all need to be cared for. The skills involved are very different to selling vast numbers of relatively low priced items to the general public. I know this because I have experience of this too. The points of pain for my clients are… Their sales are not meeting their levels of expectation They do not have the internal resources or skills needed to address the problem They do not have the money for a full time marketing and sales heavyweight The features of my products are… The resultant benefit derived by my customer is… 1. My involvement is ‘permanent’ part time 1. My clients can access highly skilled marketing and sales resource even on a limited budget 2. My service is that of fully contributing member of the team and not that of a short term, external consultant. 2. The systems, confidences and engagement in my client companies are built as permanent solutions. Any permanent roles that are developed are backfilled to ensure sustainability. Typically I move on when the skills are a permanent part of the client team or my role has been filled full time. 3. My time devoted to scoping and fact finding is at my cost. 3. My clients are not financially penalised for work that is mostly for my benefit. 4. My services will are at a fixed cost, including expenses. 4. My clients know exactly what to budget for. 5. I have a little black book of marketing and sales experts. 5. My clients know that by employing my services, that the makeup of the 6. I invoice for my services. 6. My clients have the confidence that there are no hidden costs of my employment including holidays, sickness, training, severance or NICs. 7. I only work for a small number of select clients. 7. My clients are assured of the quality of my work, that I always have time for them and that they will benefit
  6. 6. A customer centric sales model for success in a new business to business market See end of document for definition on the concept of this model Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU e: nick@parkermarketing.co.uk © Nick Parker 2014 Doc: The customer centric sales method for success in a new business to business market - Parker Marketing Legend Element Notes Vision  Setting the direction of the journey. My customer persona is……….  What defines the ‘user buyer’, in relation to your product or service?  Why benefit is implied by your focus? Value exchange  What are the products are you selling in exchange for what cost?  What is the measurement of the return on investment: ie value of outputs beyond the call of duty. The other people involved in the buying process are 2) … Role and name 1. The Economic Buyer Either the MD, Chairman, Head of HR or FD 2. The Technical Buyer MD, or Head of Sales and Marketing 3. The Coach Chairman or Head of Sales and Marketing The value exchange of each of my products is… 1. Marketing and Sales Coach/Mentor. £450 per 2 hour monthly meeting, including preparation, follow up and phone email support. Success measurement: turnover growth and profit growth versus my cost. 2. Fractional Marketing and Sales Director. £1,000 per day, including expenses. Success measurement: turnover growth and profit growth versus my cost. My ‘GO, PROVE IT’ actions are 3) … 1. To sell my services to the target segment, testing against my assumptions. 2. Monitor my turnover and profitability against my targets. Monthly 3. Measure my inbound enquiries to see if they are self-selected against my sales model. Monthly 4. Refine my hypothesis quarterly, as necessary
  7. 7. A customer centric sales model for success in a new business to business market See end of document for definition on the concept of this model Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU e: nick@parkermarketing.co.uk © Nick Parker 2014 Doc: The customer centric sales method for success in a new business to business market - Parker Marketing versus cost of inputs.
  8. 8. A customer centric sales model for success in a new business to business market See end of document for definition on the concept of this model Parker Marketing, Upper Barn, Home Farm, Over Norton, Oxfordshire, OX7 5PU e: nick@parkermarketing.co.uk © Nick Parker 2014 Doc: The customer centric sales method for success in a new business to business market - Parker Marketing Notes Superscript Notes 1)  Or referral source, partner or other stakeholder  Priority: tackle your current customers first. 2) Based on the Miller Heiman Strategic Selling model 1. The User Buyer – the person who will ‘use’ your product 2. The Economic Buyer – the budget holder 3. The Technical Buyer – the person who qualified your product as meeting the specification 4. The Coach – the person on the inside who can give you support and direction on the way to closing the deal. 3)  Ie actions to test your hypothesis  Make them SMART! [End] Concept definition: The process of selling to other businesses must be strategic in nature because it invariably involves ‘selling’ to more than one person, each with slightly different considerations. If this selling time is to be effective, preparatory thinking and warm lead generation (marketing) needs to be completed. You should not strive that this thinking and lead generation work be perfect or complete: simply that you should instil a perpetual process for refining your hypothesis that spurs you to take actions to prove that your thinking and lead generation is the best it can possibly be. In so doing, success is measured not by the completed sale, but by the repeat purchase by the client.

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