Louisa Francis - COO, Client Coverage Group, IB&M, Commonwealth Bank Social sales Summit. 29 October 2015. ivy. Sydney

1. Louisa Francis
Executive Director, Operations, Client Coverage Group, IB&M
Commonwealth Bank
HOW B2B BUYING HAS CHANGED

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“Change isn’t compulsory, but then
again neither is survival”
- W. Edwards Deming

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Discipline,
Courage
& Curiosity
2015 Global Report
‘What it takes to win business’

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2035…

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Great Conversations
driven by Insight /
Conversations, not interrogations

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“The problem is they lack
the power of conversation,
but not the power of speech.”
- George Bernard Shaw

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Attributes of
great salespeople /

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Winning was about…
1995
“Here is our offer and here’s
why it’s best for you”
2005
“Here’s what you’ve told us is
important to you, and here’s how
we can meet your needs.”
Conclusions from
the research /

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2015
“Here’s where your industry is heading and the biggest risks
your business will face in the next few years
(if you’re not already). Meeting these challenges requires a
different way of thinking and doing business. We can help and
we have a proven track record of doing this.”

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• Approach every conversation with an intent to learn
something
• Engage with marketing and data analytics to develop
key insights for specific customer segments supported
by compelling evidence
• Check how often documents reference the customer’s
company name as opposed to your own
• When reviewing documents, step into the customer’s
shoes and ask the “so what?” question.
Top tips /

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Commercial Acumen
underpinned with
Discipline /
Everyone prepares, everyone follows up

12. Reasons to buy /
CREDIBILITY
SUBJECT
KNOWLEDGE
LISTENING
SKILLS
COMMUNICATE
VALUE
RAPPORT
21% 20% 19% 17% 7%

13. Reasons not to buy /
POOR LISTENING
SKILLS
LACK OF SUBJECT
KNOWLEDGE
POOR
PREARATION
LACK OF
RESPONSIVNESS
25% 23% 16% 10%

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Putting price
in context /
2015 findings
‘The reasons why a seller is awarded
a major piece of business
Their ability to bring innovation into their solution
They understood my needs
The level of insights provided in their solution
1
Most
Important
Least
Important
15

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Top tips /
• Educate the sales team on the cost of discounting
and practise handling price objections
• For complex sales, provide negotiation training and
an understanding of the competitive alternatives, so
your sales teams can trade value effectively.
• Prepare, prepare, prepare! Rehearse the first 5
minutes of your meeting
• Everyone in the team must be disciplined in the
follow up

16. In Summary /
The Value of Insights in a Buyers World
What do clients want?
• Meaningful conversations backed by insights
Where is the focus to drive opportunities?
• Plan to add value in our dialogue with buyers
• Use subject matter expertise to improve credibility
• Use analytics to be the trusted advisor to educate businesses
Contact: James Keeler
James.Keeler@rogensi.com

17. Louisa Francis
COO, Client Coverage Group
Thank you

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