Drive sales growth

13,242 views

Published on

Published in: Business, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
13,242
On SlideShare
0
From Embeds
0
Number of Embeds
8,604
Actions
Shares
0
Downloads
131
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • What to do with market expansion?
  • What to do with market expansion?
  • What to do with market expansion?
  • What to do with market expansion?
  • Drive sales growth

    1. 1. Drive Sales Growth
    2. 2. SALES TRIAL is the process of approaching potential customers to sell the product. SALES OFFER is when customers are interested and committed to follow up. SALES HITS is when the sales is closed and contract is signed. Sales Stage
    3. 3. • Improve sales trial(sales intensity) • Improve converging rate from sales trial to sales offer • Improve converging rate from sales offer to close deal How to Drive Sales Growth
    4. 4. Improve Sales Intensity • HR investment in sales • Effective Sales tracking • Strategy focus on improving sales intensity in a shorter period of time • Effective sales Incentive • Sales culture The question is: What will get your people go out to sell?
    5. 5. Invest HR in sales activities How many sellers do you have? How many performing sellers do you have? Is it supporting you to achieve your goal? In order to build core-performer capacity, we need to recruit and allocate proper HR in sales activities. Improve Sales Intensity
    6. 6. Invest HR in sales activities Validate your talent plan with back-ward planning If we need to have 1785 sales call to raise 60 TNs(based on our converging rate) , if the level of intensity you want is 1 member 10 calls a week: --1 member in 6 weeks=60 sales calls. --1785 sales calls=30 sales members If we plan to have 1785 sales call in order to have 60 TN raise, and you have 10 members: --1785 sales calls for 10 sales members = 179 calls/member -- 179 call/member in 6 weeks = 30 calls/week/member Improve Sales Intensity
    7. 7. Effective Sales Tracking Do you know how many sales meeting happening in your LC/country? Do you know how many sales calls/meetings you need to raise a TN? Are you tracking activities or only goal achievement? Your sales goal is closely linked with sales intensity Improve Sales Intensity
    8. 8. Case Study: AIESEC Hong Kong Sales Growth Starting to break down and track sales goal with LCVP is a big reason of their growth in Spring 2013. It pushes sales activities and allows MCVP to provide consultancy and feedbacks in time. Improve Sales Intensity
    9. 9. Effective Sales Tracking Break down your sales goal: 1/14 is the average rate from sales call to a company meeting 1/6 is the rate from company meeting to a close deal. Meaning: In order to have 10 RA you need to do ___ meetings and ___ calls 60 840 Improve Sales Intensity
    10. 10. • The sales pipeline is a micro-management toolkit for internal usage among all LCs. • All members are evaluated on their performance through the record of sales pipeline measurement on starting from coldcalls to deals • Effective Sales GCPs are captured and shared through the national plenary Improve Sales Intensity Case Study: AIESEC Hong Kong Sales Growth
    11. 11. Weekly Phone call and email checking on important aspects, including: • Sales Pipeline and volume of sales within LCs • High potential partners and coaching on key account management • Assistance on current matching forms and keep track on visa application situation Improve Sales Intensity Case Study: AIESEC Hong Kong Sales Growth
    12. 12. Strategy to drives sales intensity in shorter period of time GIP has very long timeline and each stage takes time. Membership needs milestone where they can see a finishing line. Short term sales challenge or campaign is a common solution in the network to drive sales intensity in 6—8 weeks. Usually if managed well, it boosts excitement among membership and lead to higher commitment and sales growth in 6-8 weeks. Improve Sales Intensity
    13. 13. Case study: AIESEC Russia Sales Growth Improve Sales Intensity AIESEC Russia is very clear where is their battle(Education sector) all the time. They designed raising campaign in sales peak to motivate membership and to improve sales result. Focus and intense sales efforts lead to 100% sales growth of AIESEC Russia. Key of implementation: Sales update with point system every 2 days
    14. 14. Case study: AIESEC Canada Sales Growth Improve Sales Intensity Starting from 2011, AIESEC Canada was able to double their sales activities. The key of success is to break one year calendar into periodic sales campaign, create sales excitement and recognize sellers in time. Key of implementation: • Sales force to track sales activities on time • Effective incentive system associated with campaigns • Sales education supports the campaign
    15. 15. Effective Sales Incentive System Right incentive can drive right behavior and boost sales activities. However, it is important to be aware that incentive should be customized to best fit the target audience. In general, the sales incentive should be different for starters, core formers and star sellers. Improve Sales Intensity
    16. 16. Case study: AIESEC Czech Republic Sales Incentive Sales Killer in Czech Republic is a clear example of incentive for core-performers. Everyone can be a sales killer! And it is so cool to be a sales killer. They get recognition at national level (MC wall of fame, newsletter, Coca-Cola jersey, books, company shadowing etc) Result: 129% growth in raise, 311 meetings(60% growth) Improve Sales Intensity
    17. 17. AIESEC Brazil divide sellers into Junior seller, pleno seller, senior sellers. Sellers can overcome challenge and be upgraded to next level sellers if they fulfill certain criteria. MC Brazil connects the criteria with sales intensity, re-raising strategies, product and market strategy. Moreover, they provide different training and empowerment for different level sellers! The concept is simple, fun and strategic at same time. In last months, AIESEC Brazil successfully created tons of sales excitement and they achieved more than 100% growth. Case study: AIESEC Brazil Sales Incentive
    18. 18. Junior Seller Sales education I 12 sales meeting per month Minimum 2 raises Pleno Seller Sales education II 20 sales meeting Minimum 6 raises during seller experience Track Account manager 3 re-raises or account expansion
    19. 19. Senior Seller Sales education III 25 sales meeting per month Minimun 12 raises/partn ers during seller experience Sell more than one product to same customer Achieve 6 raises through sales team Participation in corporative events
    20. 20. Sales Culture Culture is the story that people tell in the organization. To drive sales, people should talk about sales, get excited for achievement and progress of sales, have role-models in sales. Every strategy we implement and every conversation we facilitate shape the culture of the organization. Improve Sales Intensity
    21. 21. Case study: AIESEC Germany Sales Growth From Mar to Jun, AIESEC Germany witnessed outstanding growth in sales. The main reasons are: • Recruitment for Sellers • Project to increase sales intensity • Sales education • Sales incentive Improve Sales Intensity
    22. 22. Selection Incentives Education Intensity CAPACITY ACTIVITY Youth Talent Social Sales A TXP PACKAGE SPECIFICALLY CREATED TO RECRUIT SELLERS  TO CREATE PIPELINE FOR FUTURE SALES TALENT  TO CREATE A CULTURE OF SALES IN THE ORGANIZATION
    23. 23. Selection Incentives Education Intensity CAPACITY ACTIVITY Global Talent Spring Sales A CAMPAIGN BASED ON BOTTOM UP COMMITMENTS, FOCUSING ON DIRECTLY VISIBLE BEHAVIOR (CALLS, MEETINGS)  TO GROW GIP SALES IN THE WIDE MAJORITY OF OUR LCS  TO LAY THE FOUNDATION FOR THE FUTURE OF WAVE-BASED SALES≈≈
    24. 24. Selection Incentives Education Intensity CAPACITY ACTIVITY Sales Trainer Education TRAININGS TO SPECIFICALLY PREPARE GOOD SELLERS TO EDUCATE OTHERS  TO INCREASE THE QUALITY AND QUANTITY OF OUR SALES EDUCATION  TO ESTABLISH A CULTURE OF SALES IN EVERY LC OF GERMANY
    25. 25. Selection Incentives Education Intensity CAPACITY ACTIVITY Sales Conference „Sellebrations“ A CONFERENCE ONLY FOR OUR TOP SELLERS (1 PER LC)  TO MOTIVATE, EDUCATE AND COMMIT OUR TOP SELLERS  TO DRIVE COMPETITION TO BECOME TOP SELLER
    26. 26. Spring Sales Award for Winning • 6 members invited to the special Deutsche Post DHL Event • 8th of August 2013 • Deep inside about DP DHL‘s Strategy 2015 • Travel costs covered by MC (80€/person) • Meet current AIESEC interns @ DP DHL • Presentations from Top-Level Speakers • DP DHL‘s elite event for future leaders
    27. 27. Improve Converging Rate • Clear marketing positioning • Product and market knowledge of sellers • Effective sales education • Proactively use resources to sell ----From Sales Trial to Sales Offer----
    28. 28. Clear Market Positioning The aim of marketing is to know and understand the customer so well the product or service fits him and sell itself. Choosing the right battle increases the success rate of sales significantly. 3 ways to find right market: -Evaluate previous successful cases and conduct partner interview -Competitor research and analysis -Study other AIESEC entities’ cases(especially those who share similar external reality. Improve Converging Rate ----From Sales Trial to Sales Offer----
    29. 29. Product and Market Knowledge The chances of getting customers interested increase with the better understanding of product among membership. If our sellers understand the real benefits of our product and how that fits for the customers, if they are able to speak in customers’ language of those benefits, it should not be difficult to converge sales trial to sales offer. Improve Converging Rate ----From Sales Trial to Sales Offer----
    30. 30. Product and market knowledge -Provide sales tool for each sub product -Conduct education for product and market Our members should know for targeting market and sub product, -Our product benefits -Our sample JD -Our supply capacity -Our timeline of delivery -Successful case of the product in the market Improve Converging Rate ----From Sales Trial to Sales Offer----
    31. 31. Product and Market Knowledge The key questions to answer: • Which kind of GIP talents we can provide? • Why customer will buy AIESEC GIP interns? Improve Converging Rate ----From Sales Trial to Sales Offer----
    32. 32. AIESEC provides 16 types of interns.
    33. 33. There are 121 detailed backgrounds Advertising + Public Relations Brand & Trademark Management Consumer + Buyer Behavior Customer Relationship Management Import & Export International Marketing Introductory Marketing Market Research & Evaluation Product Planning, Development & Control Retail + Sales Marketing Marketing Example:
    34. 34. Our ability of offering different product varies
    35. 35. Go to GIP Wiki to learn more of each product: http://www.myaiesec.net/content/viewwiki.do?contentid=1024008 5 Improve Converging Rate ----From Sales Trial to Sales Offer----
    36. 36. Improve Converging Rate ----From Sales Trial to Sales Offer---- Use customer research output as basis of market knowledge education -Evaluate previous successful cases and conduct partner interview -Competitor research and analysis -Study other AIESEC entities’ cases(especially those who share similar external reality.
    37. 37. Effective sales education Improve Converging Rate ----From Sales Trial to Sales Offer---- Principle 1: 70% Practice+20% Feedback+10% Training Principle 2: 70% Product/Market knowledge+30% soft sales skills We easily blame lack of sales education as reason for low sales performance. However, the key is usually how we educate our sellers.
    38. 38. Case study: AIESEC Taiwan Sales Growth with quality sales In order to improve quality of sales activities, AIESEC Taiwan evolve their sales education to be more practical and effective. They use company meeting report, TN case case report and GIP book to improve the knowledge of their sellers. The quality of basic sales activities are significantly improved. Improve Converging Rate ----From Sales Trial to Sales Offer----
    39. 39. Company meeting report  Count meeting number as performance  Every meeting require a report  Every one is able check every meeting  record on-line  Include the asked question, problem,  how to get the meeting, and meeting result
    40. 40. TN case report  Every new raise require a report  Update the report when Realize  Include Raise success factor, learning point, EP profile, cooperation update  Every one can check all the reports and make it to GCP easily.
    41. 41. SOP Book • Small GIP book for all ICX-GIP • Set up a SOP for ICX-GIP process • Include SOP, reference, and basic education in it • Save time from repeating same thing and put focus high value activity
    42. 42. Proactively use resources to sell Improve Converging Rate ----From Sales Trial to Sales Offer---- LinkedIn Partners BoA Other Organizations Alumni
    43. 43. http://www.myaiesec.net/content/viewwiki.do?contentid=10258666#show Improve Converging Rate ----From Sales Trial to Sales Offer---- Use LinkedIn in Sales
    44. 44. Product Awareness Platform Raise TN from Alumni Connect resources through Alumni Alumni Improve Converging Rate ----From Sales Trial to Sales Offer---- Use Alumni in Sales Global Alumni TN raise channel: aiesec.org/alumni
    45. 45. Improve Converging Rate ----From Sales Trial to Sales Offer---- Use Alumni in Sales Global campaign to drive Alumni TN raise
    46. 46. To close a deal, it needs certain experiences, skills and personality. There are people who have better sales talent than others. • Star Sellers Strategy • Recruit and retain sales talents • Re-raise and upscale existing partnership Improve Converging Rate ----From sales offer to sales hits----
    47. 47. Star Sellers Strategy There are people who are proved to be good in sales. Tip 1: Let your star sellers always stay in sales frontline. Tip 2: Bring your Star Sellers to your potential clients to support closing deal. Tip 3: Coach and train your Star Sellers to be even better. Improve Converging Rate ----From sales offer to sales hits----
    48. 48. Case study: AIESEC MoC Sales Growth In AIESEC Mainland of China, they design sales team challenge for potential sales stars. In summer 2012, they bring sellers to a brand new market-Qingdao. Sales stars live together and work full time for 1 month. They work for same team purpose and eventually this team of 6 people raised 60 TN forms. Result 6 weeks: 1500 Calls; 50 Company meetings 20 Networking events participation 60 Forms oral raised with 20 TN takers Improve Converging Rate ----From sales offer to sales hits----
    49. 49. Case study: NAFTA GIP Summit In NAFTA region, they work together to build sales culture, sales capacity and to utilize the economy connection in the region. Their target audience is top sales in the region. Criteria of participants: Sellers who at least raised one TN. Improve Converging Rate ----From sales offer to sales hits----
    50. 50. Case study: MC Coaching Star Sales in Czech Republic Improve Converging Rate ----From sales offer to sales hits---- In AIESEC Czech Republic, the brand for STAR sellers is Sales Killers. MC VP personally coaches the Sales Killers and support them in company meeting and other selling activities. The brand Minimum criteria –2 meetings/week + 1 RA/sales wave 5 sales waves in half a year
    51. 51. Recruit and Retain Sales Talent Improve Converging Rate ----From sales offer to sales hits---- 1.. What makes a good sales? -Competency building based on your reality: Interview 10-15 your top sellers in the history. Recruit someone like them. Key words: • Goal orientation • Big picture combined with ability to get things done/executer • Emotional Intelligence and empathy (to be able to put themselves in other shoes, to identify emotions in others and to act regardless of emotions) • Independent and self-driven
    52. 52. Recruit and Retain Sales Talent Improve Converging Rate ----From sales offer to sales hits---- 2. Design product and development path for sellers What does sellers like? Interview 10-15 your top sellers in the history. Bigger Purpose Career Path Recogniti on Being listened Challeng es
    53. 53. 3. Align talent process to attract, retain and develop sellers Talent Planning Talent Marketing Talent Recruitment Talent Selection Talent Allocation Talent Induction Talent Education & Training Coaching R&R Talent Tracking & pipeline mgmt. Sellers profile based Recruit and Retain Sales Talent Improve Converging Rate
    54. 54. Global Recognition for Top Sales Two awards: Global Top 30 Sales; National Top 3 Sales Duration of result: Jan-Jun; Jul-Dec When to recognize: Jul, Jan http://www.myaiesec.net/content/viewwiki.do?contentid=1025469 7 Recruit and Retain Sales Talent
    55. 55. Re-raising and Upscaling Strategy Improve Converging Rate ----From sales offer to sales hits---- 70-30 Rule 70 percent of revenue is generated by 30 percent of your clients. The other 70 percent of customers that generate the other 30 percent of revenue are simply less engaged. Lesson If you are able to manage and retain your partners they will invest more inAIESEC and they will recommend you to other organisations.
    56. 56. Pre selling Selling Delivery Retention of Partners Partnership Management Flow The retention of partners depends on the satisfaction of entire process Improve Converging Rate ----From sales offer to sales hits---- Re-raising and Upscaling Strategy
    57. 57. • Demand analysis: Identity with your partners where is the organisation is going in the next year and what will their needs be.Ask them how canAIESEC be part of their strategy. • Quarterly report: Create a report every quarter, every semester or on a yearly basis depending on the services/products delivered. • Quarterly meeting: Have a quarterly meeting with your partners so you can discuss constantly how can we improve our services. Pre selling Selling Delivery Retention of Partners
    58. 58. • Partner involvement: Involve your partners in you national and local initiatives. • Create champions! Make sure that you engage more people in the organisation. • Recognition: Recognise their support toAIESEC. Pre selling Selling Delivery Retention of Partners
    59. 59. Management implication: -Identify key accounts and set target for re-raising and up- scaling per account -National/local HR for partner management and up-scaling -Account management system -Local office knowledge and practice in retaining and upscaling partnership Improve Converging Rate ----From sales offer to sales hits----
    60. 60. SALES TRIAL is the process of approaching potential customers to sell the product. SALES OFFER is when customers are interested and committed to follow up. SALES HITS is when the sales is closed and contract is signed. Sales Stage
    61. 61. • Improve sales trial(sales intensity) • Improve converging rate from sales trial to sales offer • Improve converging rate from sales offer to close deal How to Drive Sales Growth
    62. 62. Thank You

    ×