The document outlines an agenda for a North Region Sales Meeting focusing on relating to customers. It includes: 1) A discussion on understanding customer needs and priorities through marketing, sales, and service. 2) An introduction of SENA's new go-to-market model focusing on marketing, sales, service, and their integration. 3) An activity called "Sales Relay" that involves role playing customer interactions to practice needs assessment skills.

1. E x p e r i e n c e C o m m i t m e n t SM
North Region Sales Meeting
Relating to Your Customer
MSA
Q4 – 2008

2. 2
Outline
• Relating to the Customer
• SENA Priorities
• New Go-To-Market Model for SENA
• Go-To-Market Toolkit
• Sales Relay – Role Play (60 Minutes)
– Phase 1: Preparation (5-8 minutes)
– Phase 2: Strategy Planning (10 minutes)
– Phase 3: Role Play (25 minutes)
– Phase 4: Debrief (20 minutes)
Relating to the Customer

3. CUSTOMER
SATISFACTION
• Marketing Effectiveness
• Sales Excellence
• Customer Service
Strategic building blocks
Foundation Stones
HSSE
• Small Changes. Big Difference
• Embedding Intervention
• Goal ZERO
• Comply, Intervene, Respect
LICENSE to OPERATE
COMPLIANCE
• Compliance Committee
• The Seven Projects
• Proactive Regulatory Footing
• 100% Training Completion
ABILITY to DELIVER
PROCESS EXCELLENCE
• Delivery Platform
• “Taking out the Drudge”
• Avoiding CIRs
• Cost Effectiveness

4. Customer Relationships
Understanding needs and delivering value
4
CustomerShell Energy
Customer Value
Marketing
Sales
Service
Customer Needs
Marketing, Sales, and Service represent the key Moments of Truth that shape customer relationships

5. 5
SENA’s New Go-To-Market Model
Focus + Integration
Marketing
Sales
Service
Integration
Marketing – Drive Customer Preference
 Pre-sell products, services, and capabilities
 Attract leads and prospects
Sales – Secure Customer Commitment
 Qualify prospects and opportunities
 Close new business and renewals
Service – Earn Customer Loyalty
 On-board customers with warm welcome
 Provide magic moments that exceed
expectations
Focus
Focus and integration drive customer satisfaction
+

6. 6
SENA’s New Go-To-Market Model
Structure + Execution
Campaigns – Strategic
 Focused on key business priorities
(risk management, environmental
products).
Programs – Tactical
 Designed to achieve specific
objectives (awareness, interest,
consideration, close)
Metrics – Holistic
 Both qualitative and quantitative
measurements to track key
milestones and GM realization
Structure
Structure and Execution deliver consistent results
+ Execution
Governance – Comprehensive
 Project management by the numbers
protocol emphasized (Time, Cost, and
Objectives)
Audience – Key Stakeholders
 Internal and external campaigns designed
to prepare employees to engage
customers with confidence
Teams – Cross Functional
 Marketing, Sales, Communications,
Events, Operations, Administrative
Assistants, Launch Captains and other
support functions

7. 7
SENA’s Go-to-Market Roadmap
Designed to improve customer relationships & satisfaction
Marketing Sales Service
2007
•Adverts – The stability tree
•Direct Mail – No executions
•Events – Inconsistent brand identity
Project Refresh
•Company Video
•Visual Identity Guidelines
•Marketing Resource Center
•FAQ, Fact Sheets, Sales Collateral
•New Shell.com Website
•New Tradeshow Booth Design
•Experience Commitment Campaign
2008
•Adverts – 3 customizable templates
•Direct Mail – 4 executions
•Energy Risk Award Campaign
•CPO Marketing Campaign
•New Shell Energy Connect Site
•Online Marketing Promotions Store
2009
•Project Eco Marketing Campaign
•Shell Energy Connect Campaign
2007
•Customer Relationship Mgt. Training
Project Refresh
•Customer Care Handbook
2008
•Phone Etiquette Standards
•Contact Information Standards
•Case Management Program
•Reputation Recovery Toolkit
•Customer Service Dashboards
•Welcome Handbook
•Employee Workout Sessions
2009
•Video – Employees delivering on the
promise of Experience Commitment
•Project Eco Campaign
•Shell Energy Connect Campaign
ONE to MANY
Communications with Customers
ONE to ONE
Engagement with Customers
MANY to ONE
Moments of Truth
2007
•Sales Training – Socratic Selling
•Sales Presentations – 1 core deck
Project Refresh
•Brand Ambassador Skills Training
•Sales Presentations – 14 custom decks
2008
•Buying/Sales Process
•R3 Selling Skills Training
•R3 Coaching Skills Training
•CPO Sales Campaign
2009
•Customer Onboarding Toolkit
•Sales Place Mat
•Customer Business Review Meetings
•R3 Sales Toolkit
•Project Eco Sales Campaign
•Shell Energy Connect Campaign

8. Sales Role Play
Understanding customer needs and requirements
• Role Play – Customer Needs Assessment (Target/Qualify)
• Activity – 60 minutes total
 Phase 1: Preparation (5-8 minutes)
 Phase 2: Strategy Planning (10 minutes)
 Phase 3: Role Play (25 minutes)
 Phase 4: Debrief (20 minutes)

9. Acclivus
Customer
Buying Process
Plan Recognize Search
Evaluate/
Select
Commit Implement Track
Acclivus Stages 1 2 3 4-5 6 7 8
Customer
Actions
Goals and
Objectives are
developed
Identify
challenges
and needs
Review options
available
Narrowed to
short list/
fundamental
acceptance
Agree to
solution
presented/
contract
signed
Implement
solution into
business
Monitor
delivery and
confirm goals
and needs
were met
SENA Selling
Process
Target Qualify Structure Negotiate Close Deliver Monitor
SENA Steps 1 2 3 4 5 6 7
SENA Actions
Analyze
market -
segment &
identify
potential
customers
Quantify
potential
business
(CVP)
Position SENA
as solution
provider, assess
credit, initiate
contract
Discuss terms
& conditions
Complete
Transaction
Deliver product
(schedule,
settle, etc.)
Close the
loop
confirming
service met
customer’s
expectations
SENA Sales
Process Gate
Initial contact
with customer
Customer
passes the
criteria test
Customer
identifies and
verbalizes needs
Customer
confirms
SENA solution
meets its
needs
Paperwork
submitted:
Deal
entered into
system
Support
groups/systems
managing deal
for the term
Evaluate
customer for
new
opportunities
Sales Process
One to One engagement with customers

10. Sales Relay Overview
10
90 participants – 60 minutes
Activity: Role Play to continue to practice and enhance your needs
assessment skills applicable to the SENA Sale process stages
Target/Qualify. As if we do not do a good job of identifying the goals,
problems and needs of our customer at the start of the race it
affects the handoff throughout the rest of the selling process.

11. Sales Relay Overview
Preparation 5-8 minutes
11
Preparation 5-8 minutes
Divide the group into 4 Sales teams’ w/coaches and 4 customer teams-
predetermined
Sales Teams: will be given limited insight regarding the new potential customer.
Sales Reps will focus on stages Target/Qualify of the SENA process leveraging R3
Skills to understanding the goals, problems and needs of their customer.
Customer Teams: will have a specific need/objective they are trying to have met. It
will be the goal of the sales team to uncover what they are.

12. Sales Relay Overview
Strategy Planning 10 minutes
12
Activity: Strategy planning 10 minutes
Teams will have 10 minutes to strategize on the teams approach
Example Sales teams should consider:
Number of SENA Reps, roles, what insight they need to gain from the customer at each stage etc. What is your
objective and strategy for the call? Who will open the Meeting etc...?
Customer teams should consider:
Determine the need and objective they are trying to have SENA reps meet, Who pays what roles, what will be
there approach with the SENA reps who will be giving the debrief as customer teams will be responsible for
observing/documenting skill application at each stage and be prepared to debrief the whole group once each of
the sales teams have completed the 25 minute role play. The debrief should consist of:
• What went particularly well?
• How did they team apply the consultative approach?
• How the hand was offs at each of the stages?
• What would they have the team change about their approach?
• Did the sales team uncover the need/objective of the customer?

13. Sales Relay Overview
Role Play- 25 minutes
13
Activity: Role Play- 25 minutes - breakout rooms
Each team has a minimum of 25 minutes with their customer to gather appropriate
information and gain insight into the customer’s goals problems and needs. The
team will be focusing on the Target/Qualify stage of the SENA process Coaches will
be responsible to actively give real time coaching to ensure all appropriate
information is gathered.
• Preparing/Opening the call
• Needs Identification
• Qualify

14. Sales Relay Overview
Debrief – 20 Minutes
14
Activity: Debrief – 20 minutes
Group as a whole listens to each customer debrief and coach there
sales team based on what they observed during the relay. The
winning sales teams will be determined based on if they uncovered
the true need/objective of the customer