c suite selling jlk v300 2011 eng
TRANSCRIPT
Selling to the
Boardroom
Process Selling and Value Selling
for breakthroughs in the Boardroom
Key Issues in a Changing Environment
• Buying is changing from Product driven to Value Driven
• Key Purchasing decisions are taken at Boardroom level
• Major change programs are Started in the Boardroom
• Decision Making Units are common
• Buying is KPI and Process Driven
• User’s are low in influencing skills
Page 3
Goals and Objectives for Program
Objectives
Revisit Sales Process and Consolidate (P.N.S.B)
Application of PNSB to concept selling
Review of Sales Process, DMU and Critical Steps in Purchasing Process
Roles and Responsabilities in Sales Process at Boardlevel
Definition of Key Performance Indicators for the different Steps
Door Openers to the C-Suite
Sales Skill Development for the Boardroom
Qualification
Definitin of Needs
Technical Audit
Samples/Trials
Quote
Order
2989
Detailed Schedule
09:00 – 10:30 Goals and Objectives, Needs Assessment – Learning from our experience in C SuitesWhat drives their attention.
10:30 – 11:00 Break
11:00 – 13:00 Key Drivers for attention in the C suite – Revisiting PNSB from the perspective of the C Floor
13:00 – 14:00 Lunch
14:00 – 15:30 The purchasing process in light of C-Suite Selling – When and how does the C Suite impact the sales Process
15:30 – 16:00 Break
16:00 – 18:00 Buying Drives – The DMU and the C suite – Closing of Day
Day One – Fundamentals Day Two: Practice
09:00 – 10:30 Revisiting Day One. Recommendations to Team
10:30 – 11:00 Break
11:00 – 13:00 Developing a C-Suite Sales Presentation and Call
13:00 – 14:00 Lunch
14:00 – 15:30 Practicing C Suite Selling
15:30 – 16:00 Break
16:00 – 18:00 Next Steps and Projects
Door Openers - Needs
From your experience with C Suite Selling ….
What worked ?
What issues have you faced ?
On Our Plate:
Revisit Sales Process and Consolidate (P.N.S.B)
Application of PNSB to product selling
Review of Sales Process, DMU and Critical Steps in Purchasing Process
Roles and Responsabilities in Sales Process
Definition of Key Performance Indicators for the different Steps
Workshop: Let‘s talk about your customers
What has changed lately ? Who is your key partner ?
Has he changed, what about the relationship ?
Are there product champions, feature catalogs (lists of requirements)?
Are there new processes, New rules to be followed ?
Are there global Purchasing Approaches ?
What New / Different SKILLS are you expected to have ?
Revisiting The Sales Process
The Sales Representative as a High Level Consultant
Page 7
C Suite Teams – Decision Making Units
Buyer Types: Economical
Technical
Strategic
User / Coach
Purchasing Power: Information
Problem Owner
Decision Power
3 Steps in C Suite Penetration
Information Problem
Owner Decision
Maker
Sales Planning and relationship Management
Page 10
Old and New Purchasing Process
Why FAB is out of Date
SituationBenefitsNeedsAdvantageSolutionProblemFeatureFunction The Old Route Goes the wrong Way !
Page 11
Selling to the C – Suite Means Meeting their Needs
ProblemsProblems NeedsNeeds SolutionsSolutions BenefitsBenefits
Meeting with Buyers from the Industry
Agree Agree Agree
Page 12
Packaging Tape to Environment Conscious Customers
ProblemsProblems NeedsNeeds SolutionsSolutions BenefitsBenefits
May be the first idea is not the best One ….
Self Adhesive Kraft Paper Tape - eco 25 - 75mm x 50m 75mm x 50m This product is ideal for sealing the back of framed pictures. It has a 70gsm paper with a long lasting, non-ageing very aggressive adhesive system. It is very flexible and sticks to itself very well, producing a neat professional finish quickly and effectively.
Qty: 24-120 121-240 241-999Unit Price: £2.89 £2.55 £2.34
Page 13
Customer Call Card
Situation
ProblemNeed
Solution
Benefit
Customer Name Site:
Plan Actual
Sales Process
Managing your BusinessEfficiently
Page 14
Page 15
Sales Process: Roles and Responsabilities
Action : Lead moves from suspect to Prospect
Possible Solutions for the Client.Cost benefit study including Competition
This phase will include a reorder loop
Includes CompetitiveAnalysis and DMU assessment
Cost Management isRequired Here
QualificationQualification Definition of Needs
Definition of Needs Technical AuditTechnical Audit
SamplingTrials
Demos
SamplingTrials
Demos
QuotationOrder
QuotationOrder
Current Scapa Sales Process
Sales Process and Funnel
Page 16
Qualification
Definition of Needs
Technical Audit
Samples/Trials
Quote
Order
Leads
Leads
Leads LeadsLeads
Reject
Reject
Reject
Page 17
Sales Process: Measurement & KPI
QualificationQualification Definition of Needs
Definition of Needs Technical AuditTechnical Audit
SamplingTrials
Demos
SamplingTrials
Demos
QuotationOrder
QuotationOrder
Measurements to track the Process
Page 18
KPI’s in detail
1
2
3
4
5
6
7
8
Value Based Selling
Creating Value for the Customer
The Value Map
Specific Cost
Specific Advantage
Fair Value Line
☻
Equal Value Line
Low
Increaseperceivedadvantage
Decrease Cost
High
Low HighCost (price or TCO)
Co
mp
ou
nd
edP
erce
ived
Ben
efit
s
Value Gap Analysis (VGA) Process
1. Analyze the customer needs and define specific and measurable benefits from a customer point of view
a) First from a Marketing Point of viewb) Validation through focus groupsc) Validation through market research
2. Define a measurement criteria for each benefit
3. Define a weight for each benefit ( %)1. Use the “dot” method ( each participant distributes silently 10 dots,
sum up each benefit gives the % W)
4. Built the benchmark / reference table1. The reverence table must be built from a customer point of view2. Avoid DB biases3. Should be validated through Market Research or focus groups
5. Score the benefits for DB and Competitive solutions1. Scores are based on reference table2. Multiply score and weight and then sum up to obtain entry in the
chart
6. Calculate Cost per reported result for each solution CPRR
7. Graph them in the VGA Chart.
( Value= Benefits – Cost)
Different Stages of Product Development
Introduction Growth Maturity Decline
Selling
Cos
t
Competition
Product Dynamics
Different Stages of Product Sales
Introduction Growth Maturity Decline
ProductCreates the
Value
Sales Communicates
ProductBenefits
ClosingThroughFeature
Communication
Products are viewedwith equal value
by customers
Not enough to Communicate onProduct Features
Sales MUST CreateValue