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090611 Customer Collaborative Selling


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090611 Customer Collaborative Selling

  1. 1. Customer Collaborative Selling Learning Together Working Together Growing Together Aligning category expertise with consumer insights and in-market execution to better capitalize on mutual growth opportunities … Thought Starter Center
  2. 2. <ul><li>Customer Collaborative Selling seeks to align a manufacturers category expertise with </li></ul><ul><li>a retail partners consumer insights and in-market execution to achieve mutual growth. </li></ul><ul><li>In essence, Customer Collaborative Selling is a process designed to foster cross-company </li></ul><ul><li>alignment culminating in a written business plan between the two business partners. </li></ul><ul><li>What are some of the key elements ? </li></ul><ul><ul><li>A “ clean-slate ” start focused on the best means to capture mutual growth </li></ul></ul><ul><ul><li>Discussion to drive shared insights, solutions and a written plan </li></ul></ul><ul><ul><li>Use of a prepared, cross functional team with the right Decision Makers </li></ul></ul><ul><ul><li>Facilitated meetings and process focused on immediate decision making whereby …. </li></ul></ul>Customer Collaborative Selling Is Focused on Mutual Growth Opportunities Yes = Good No = Ok Maybe = Not Good
  3. 3. CCS is a 4-Step Process Culminating in a Written Plan <ul><li>Develop initial meeting plans </li></ul><ul><li>Identify site or venue </li></ul><ul><li>Establish business protocols </li></ul><ul><li>Institute surveys/ solicit feedback </li></ul><ul><li>- Enroll appropriate team members </li></ul><ul><li>Develop clear objectives and agenda </li></ul><ul><li>Be ready to share business objectives </li></ul><ul><li>- Review the category trends </li></ul><ul><li>Define customer target </li></ul><ul><li>Execute mutual SWOT analysis </li></ul><ul><li>Identify risks and opportunities </li></ul><ul><li>Identify geographic considerations </li></ul><ul><li>Identify solutions and data needs </li></ul><ul><li>Identify training requirements </li></ul><ul><li>Develop a means of tracking results </li></ul>1.) MINE 2.) DEFINE 3.) ALIGN 4.) REFINE <ul><li>- Formalize mutual objectives </li></ul><ul><li>- Identify core strategies </li></ul><ul><li>Develop supportive tactics comprised of: </li></ul><ul><ul><li>Product/Assortment </li></ul></ul><ul><ul><li>Placement </li></ul></ul><ul><ul><li>Promotion/Incentive </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Lead Generation </li></ul></ul><ul><ul><li>Supply Chain optimization </li></ul></ul><ul><li>- Establish activity owners, needs, timing </li></ul><ul><li>- Formalize mutual, written plan </li></ul><ul><li>Execute in-market </li></ul><ul><li>Align on milestones; Commit to follow-up </li></ul>
  4. 4. Who’s Involved ? It Depends on What You Mutually Seek … Moderate Complexity ORGANIZATIONAL PENETRATION Lower Complexity High Complexity COMPETENCY REQUIRED <ul><li>One to One Level </li></ul><ul><li>Pre-work & objective setting </li></ul><ul><li>Establish protocol/survey work </li></ul><ul><li>Develop mutual content/plan </li></ul><ul><li>Pre-populate templates </li></ul><ul><li>Immediate feedback post Mtg. </li></ul><ul><li>Established follow-up plan </li></ul>Monthly <ul><li>Multi-Department Level </li></ul><ul><li>Pre-work & objective setting </li></ul><ul><li>- Establish protocol/survey work </li></ul><ul><li>Organize Team alignments </li></ul><ul><li>- Pre-populate templates </li></ul><ul><li>Develop mutual content/plan </li></ul><ul><li>Immediate feedback post Mtg. </li></ul><ul><li>- Established follow-up plan </li></ul>2-4 times Year <ul><li>HQ Cross Functional Level </li></ul><ul><li>Pre-work & objective setting </li></ul><ul><li>- Establish protocol/survey work </li></ul><ul><li>Consider appropriate venue </li></ul><ul><li>Organize Team alignments </li></ul><ul><li>Fully facilitated meeting </li></ul><ul><li>- Pre-populate templates </li></ul><ul><li>- Develop mutual content/plan </li></ul><ul><li>Immediate feedback post Mtg. </li></ul><ul><li>Established follow-up plan </li></ul>1-2 times Year
  5. 5. Better Aligning Manufacturers & Retailers for Growth Works Accelerate your growth today !! Kevin J. Brick C: 610-952-9570 E: