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Creating Client Value
- 3. Why ‘Creating Client Value’? Investment by Supplier Investment by Customer MIDDLE GROUND Copyright © Imparta Limited 2002 - 2009 All Rights Reserved. CONSULTATIVE Create new value TRANSACTIONAL Strip cost
- 6. At the heart of the CCV research: A customer-centric view of selling Copyright © Imparta Limited 2002 - 2009 All Rights Reserved.
Editor's Notes
- Participant Workbook
- Which of these comments resonate with you – and why? What is your experience of these issues? What other issues are you facing at the moment in the marketplace? Notes: Copyright © Imparta Limited 2002 - 2009 All Rights Reserved.
- SLIDE ONLY – NOT IN WORKBOOK Copyright © Imparta Limited 2002 - 2009 All Rights Reserved.
- The world of sales is polarising into two models. This graph compares the time and resource that the supplier is prepared to invest in a sale (vertical axis) against what the customer is also prepared to invest. Most deals in the past have been in the middle, where suppliers and customers are both willing to invest a moderate amount of time and resource in a sale. However, if you’re selling in the middle ground, you are likely to be too expensive to compete in the transactional market, and too under-resourced to be truly consultative. It is not generally possible to cover both ends of the spectrum with the same sales force (though it may be possible to do within the same company). The key is to match the level of investment your customer is prepared to make. Top left is a dangerous place because this means you are over-investing – your margins will be lower, and you may upset customers who just want the product or service as quickly and cheaply as possible. The bottom right isn’t healthy either, because this means salespeople aren’t investing enough effort with customers who really do want a consultative relationship. This opens you up to the threat of competition. Notes: Copyright © Imparta Limited 2002 - 2009 All Rights Reserved.
- CCV covers: The results of extensive research into sales effectiveness A client-centric view of the selling process Opportunity planning (analytical skills) and management (interpersonal skills) Both new business acquisition and growing revenues within existing clients CCV is driven by need to access senior decision makers with greater confidence, business acumen and understanding of their issues. Its business objectives include: Improved pipeline Reduced sales cycles Increased average deal/account size Improved “hit rate” in competitive situations Notes: Copyright © Imparta Limited 2002 - 2009 All Rights Reserved.
- At the heart of Creating Client Value is a customer-centric view of selling. This means that we take the buyer’s perspective rather than just that of the salesperson – it’s about the buyer’s agenda, NOT the sales agenda. Companies and individuals go through distinct stages when they make a purchasing decision, and you are more likely to succeed if you support and influence that process, rather that working against it. Successful salespeople map their skills and strategies to the process the buyer is going through. Notes: Copyright © Imparta Limited 2002 - 2009 All Rights Reserved.
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