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Webinar | Account Planning: Reject the 57%
The document discusses the significant role of salespeople in the customer buying process, where research indicates that 57% of the purchase decision is made before engaging suppliers. It emphasizes that contrary to the belief that the internet diminishes the importance of salespeople, customers actually expect them to provide valuable insights and act as trusted advisors. Effective account planning, as noted, is essential for maximizing revenue and enhancing customer relationships.
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Webinar | Account Planning: Reject the 57%
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- 2. © The TASGroup 2014 Matt Close EVP Sales Maureen Blandford EVP Marketing Use new photo
- 3. © The TASGroup 2014 The Customer Buying Process Customer Diligence Begins Customer Purchases Source: CEB of the purchase decision is complete before a customer even calls a supplier. 57% Customer Engages Supplier
- 4. © The TASGroup 2014 Poll • What’s true for you? Our buyers are… A) 15% B) 39% C) 57% D) 68% Through their buying process before they engage with us.
- 5. © The TASGroup 2014 Have we let this happen to us? Has the 57% research given salespeople a reason to throw up their hands? Are some salespeople willing to settle for what the buyer has defined as what they want to buy? There is a dirty four letter word that combats this…WORK.
- 6. © The TASGroup 2014 “This whole 57% stuff comes from the conventional wisdom that says the ability of the customer to research products and buy them online makes salespeople less important. In fact, the opposite is the case. Customer’s now expect salespeople to have an expert’s view of the customer’s business, act as a manager of some crucial part of the customer’s business, and be effective at protecting the customer’s interests within the vendor organization…” Geoffrey James, Columnist for Inc.com and the author of Business Without The Bullsh*t: 49 Secrets and Shortcuts You Need to Know
- 7. © The TASGroup 2014 “This whole 57% stuff comes from the conventional wisdom that says the ability of the customer to research products and buy them online makes salespeople less important. In fact, the opposite is the case. Customer’s now expect salespeople to have an expert’s view of the customer’s business, act as a manager of some crucial part of the customer’s business, and be effective at protecting the customer’s interests within the vendor organization…” Geoffrey James, Columnist for Inc.com and the author of Business Without The Bullsh*t: 49 Secrets and Shortcuts You Need to Know
- 8. © The TASGroup 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Micro Mini Mid Large Mega Buyer:Seller Role by Impact/Size Buyer Driven
- 9. © The TASGroup 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Micro Mini Mid Large Mega Buyer:Seller Role by Impact/Size Buyer Driven Seller Driven
- 10. © The TASGroup 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Micro Mini Mid Large Mega Area of Value Creation Area of Value Creation Buyer Driven Seller Driven
- 11. © The TASGroup 2014 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Micro Mini Mid Large Mega Area of Value Creation Area of Value Creation Buyer Driven Seller Driven The seller’s job is not to Communicate Value … the internet does that Progressive sellers will Create Value
- 12. © The TASGroup 2014 3 Types of Need ActiveUnknown Known
- 13. © The TASGroup 2014 When to Sell
- 14. © The TASGroup 2014 The Customer Buying Process Customer Diligence Begins Customer Purchases Source: CEB of the purchase decision is complete before a customer even calls a supplier. 57% Customer Engages Supplier
- 16. © The TASGroup 2014 When to Add Value
- 17. © The TASGroup 2014 Account Planning in Salesforce The Account Planning Reference Guide For Companies Who Use salesforce.com “Account Planning Is The New Marketing.” Donal Daly, CEO, The TAS Group
- 18. © The TASGroup 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales
- 19. © The TASGroup 2014 Awareness Interest Preference Action The Sales & Marketing Continuum activity time Marketing Sales Customer Diligence Begins Customer Purchases 57% Customer Engages Supplier Source: CEB
- 20. © The TASGroup 2014 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
- 21. © The TASGroup 2014 Research for Insight What do you need to research / record? Plan Goal, Overview, History, Resources, CSFs … Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landsc Customer’s View, Exec Credibility, Cultural Fit, Customer Sat … Customer’s KPIs, Value Prop, Strategic Initiatives, Solution Vision
- 22. maximize revenue from keyaccounts53% gain access to key players54% uncover customer business problems61% + 41% + 30% + 28% Some facts about Account Planning ... Sales Reps who say they can … Increase quota attainment by … Source: Dealmaker Index Global Sales Benchmark Study
- 23. Research for Insight Impacton a Customer (Business Problems, Business People) 54%61%
- 24. © The TASGroup 2014
- 25. © The TASGroup 2014 About Trust Nothing Else Matters
- 26. © The TASGroup 2014 Trust Determines Your Role in the Process Measure Results Implement Negotiate and Sign Contracts Prove the Concept Evaluate Products Initiate a Project Establish Initiatives Assess the Drivers Trusted Advisor Problem Solver Credible Source Vendor
- 27. © The TASGroup 2014 12 Elements of Great Account Planning Action OrientedRegular CadenceSocial and Collaborative Measurable Customer Focused IntegratedResearch Based Targeted Aligned to Business Strategy Map People and Influence Trust White Space
- 28. Methodology + SmartApps = Success Built and Delivered on the Salesforce Platform
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