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Entrepreneurial Selling

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Entrepreneurial Selling is a new sales methodology aimed at helping sales people and entrepreneurs to identify and develop new business opportunities together with their customers. The methodology is based on a 10 year long research program on the future of sales.

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Entrepreneurial Selling

  1. 1. THE MODERN SALESMAN ENTREPRENEURIAL SELLING BASED ON 10 YEARS OF RESEARCH THE MODERN SALESMAN ENTREPRENEURIAL SELLING BASED ON 10 YEARS OF RESEARCH
  2. 2. Hi, I am Prof. Dr. Régis Lemmens from the Antwerp Management School. I have been researching the future of sales for the past 10 years. All of this led to the development of a new sales approach we witnessed successful sales people and entrepreneurs using. 2009 Started the research project: Sales 2020 First results on Slideshare: ”The future of sales and sales management”. Final results on slideshare: ”Sales 2020: The future of sales and sales management” Book Publication: ‘from selling to co-creating’ Tedx talk : Sales 2020 Researching cases of sales people co- creating Launch of the co-creation business game Completion of the sales methodology: Entrepreneurial Selling 2010 2013 2014 2014 2015 2018 2014
  3. 3. WHY DOES THE WORLD NEED ANOTHER SALES METHOD? ?
  4. 4. INNOVATION PACE OF
  5. 5. We are witnessing an ever increase pace of technological innovation.
  6. 6. New technologies are often ahead of the needs in the market.
  7. 7. As a result, traditional sales methods are no longer applicable because customers do not know what their problems nor their needs are for these technologies.
  8. 8. As a result, traditional sales methods are no longer applicable because customers do not know what their problems nor their needs are for these technologies.
  9. 9. GLOBALISATION IMPACT OF
  10. 10. Globalisation has led to a rise in competition in many markets.
  11. 11. In order to compete organisations are constantly looking for innovations to differentiate themselves.
  12. 12. Therefore, suppliers are increasingly involving their customers in the development of new products.
  13. 13. The role of sales is evolving from selling products and services to driving innovation projects with customers.
  14. 14. WHAT DOES THIS MEAN? ?
  15. 15. Sales People must help their customers to keep up with the pace of innovation. HIGH TECH MARKETS Sales People must involve their customers in the search and development of innovation. MATURE MARKETS
  16. 16. This requires a new sales methodology that focusses on finding and managing co-innovation opportunities.
  17. 17. WHAT IS ENTREPRENEURIAL SELLING? ?
  18. 18. ‘Entrepreneurial Selling is the process of acquiring and retaining customers by jointly and proactively developing new business opportunities in order to create customer value.’
  19. 19. HOW DIFFERENT IS IT FROM TRADITIONAL SALES METHODS? ?
  20. 20. The focus is not on solving problems or meeting needs but on helping customer to achieve their goals. PRODUCT SELLING VALUE SELLING ENTREPRENEURIAL SELLING Customer has a … Need Problem Goals They are looking for … Product or Service Solution Vision The process is about … Matching between features and requirements Positive business case Complementarity between capabilities
  21. 21. DOES IT REQUIRE CREATIVITY??
  22. 22. The creative part of Entrepreneurial Selling is about how resources and capabilities are leveraged to create customer value.
  23. 23. MLP STRETCHING EXISTING CAPABILITIES #1
  24. 24. MLP is German financial institution who uses their internal HR expertise to provide career advice to their customers.
  25. 25. Young graduate customers are coached by MLP on how to manage the recruitment process when applying for a job.
  26. 26. Their financial advisors are specialized by industry sector and region enabling them to provide career advice throughout the life cycle of the customers.
  27. 27. Why do they do it? Because the more successful their customers are the more they will need banking services and the more they will remain loyal.
  28. 28. WHAT INTERNAL CAPABILITY DO YOU HAVE THAT YOU COULD OFFER AS A SERVICE TO YOUR CUSTOMERS? ?
  29. 29. BARRY CALLEBAUT FINDING NEW USES FOR EXISTING CAPABILITIES #2
  30. 30. Barry Callebaut is a chocolate producer who uses their academy infrastructure and their research to help their customers to innovate their own products.
  31. 31. Once a year they conduct a market research on future consumer trends in chocolate consumption.
  32. 32. They share this information with all their key customers in order to inspire them to innovate their own products.
  33. 33. They invited their customers to come to their academy and use their premises and their expertise to innovate their own products.
  34. 34. Why do they do it? Because it helps their customers to be more successful, order more chocolate and remain more loyal.
  35. 35. WHAT CAPABILITY DO YOU HAVE THAT COULD HELP YOUR CUSTOMERS TO INNOVATE / IMPROVE THEIR BUSINESS? ?
  36. 36. IT INTEGRATOR Utilising Third Party Capabilities #3
  37. 37. A system integrator introduces start-ups to their customers in order to inspire them and create new joint business opportunities.
  38. 38. Once a year they screen a number of start-ups and select those which have products that could be of interest to their customers.
  39. 39. Their sales people contact their customers to present these start-ups in order to inspire their customers and create new business opportunities.
  40. 40. Why do they do it? This enables the integrator to inspire their customers, position themselves as an innovative partner and create new business opportunities.
  41. 41. WHO DO YOU KNOW THAT COULD COME AND HELP YOU AND YOUR CUSTOMER TO INNOVATE? ?
  42. 42. SAP COMPLEMENTING CAPABILITIES #4
  43. 43. SAP embeds their technology within the solution of customers and partners in order to create a new innovative value proposition.
  44. 44. This is how SAP and BARCO co-developed a new solution the ‘Control Room’ of the future.
  45. 45. HOW COULD YOU INNOVATE YOUR CUSTOMER’S VALUE PROPOSITION BY EMBEDDING YOUR CAPABILITIES INTO THEIR PRODUCTS? ?
  46. 46. What is the Entrepreneurial Selling Method? ?
  47. 47. STEP 1 AWARENESS
  48. 48. The process starts with people becoming aware that something needs to change.
  49. 49. Organizations typically do this by scanning their environment and their own business in the form of an audit or benchmarking exercise.
  50. 50. Sales people can add value by helping their customers to become aware of how internal and/or external issues are impacting their business.
  51. 51. Sales People can add value by accelerating the process by showing how other organizations are dealing with the change.
  52. 52. STEP 2 VISION
  53. 53. Once people within an organization are aware they need to change, they start building a vision of how the organization should respond to the challenges they are facing.
  54. 54. Sales people can add value by helping their customers to develop their vision by inspiring or by providing them with a method to define their vision.
  55. 55. STEP 3 COMMITMENT
  56. 56. The vision is transformed into a business case and is presented to everyone within the organization.
  57. 57. Sales People can add value to their customers by helping them to translate their vision into a solution and business case.
  58. 58. Sales People can add value to their customers by communicating and persuading the stakeholders about the vision and the solution.
  59. 59. STEP 4 ACTION
  60. 60. Sales People can add value for their customers by actively influencing all the stakeholders to translate their commitment into action.
  61. 61. This is the stage were contracts are signed with suppliers, people are allocated to projects and pilots or smaller parts are identified as the first steps in the project.
  62. 62. STEP 5 IMPLEMENTING
  63. 63. During the implementation phase people need to be kept motivating and all the key stakeholders need to continue support the project.
  64. 64. Sales people can add value by demonstrating early wins and keeping all the stakeholders fully committed behind the initiative.
  65. 65. …and by ensuring the project achieves the value the customer is actually looking for.
  66. 66. STEP 6 LEARNING
  67. 67. The last phase is about learning from the whole initiative before moving to something new
  68. 68. Sales person can add value by evaluating and reviewing the value created by the initiative and generalizing what has been learned in order to capture anchor this in both organizations.
  69. 69. In a nutshell 1. What are the goals of your customer? 2. How can you help them to achieve their goals? 1. Stretching existing capabilities 2. Finding new uses for existing capabilities 3. Utilising third party capabilities 4. Complementing capabilities 3. What will you learn out of it?
  70. 70. THANK YOU Visit us at: www.entrepreneurialselling.org Click here Download this presentation and stay informed of our upcoming events.

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