sales force 2020 - is the sales force still relevant?
DESCRIPTION
Short presentation for a media group in Vilnius.TRANSCRIPT
part of trying to understand the future is also trying to understand
the past.......
Saturday, 20 July 13
Anyone remember....?
1967
Saturday, 20 July 13
then......
• People were cheap and information was expensive......
Saturday, 20 July 13
ISSUES
• Sales Cost
• Diminishing Returns
• Motivation and Reward
Saturday, 20 July 13
Currently the average B2B Sales Call cost can be as
high as $600 !
range from $250-$1600
(Center for Exhibition Industry Research)
Saturday, 20 July 13
Saturday, 20 July 13
Enter Supply Chain Management in B2B
• reduce the number of suppliers
• refine the sourcing strategy
• closer co-operation (usually on-line)
• improved efficiencies
• reduction of costs
Saturday, 20 July 13
2020 ?
Saturday, 20 July 13
a little history for context........
Saturday, 20 July 13
The Persuader
• Customer is passive and static
• Customer is an average statistic
• One way communication
• Chase ‘em!
Saturday, 20 July 13
Your Best Friend
• Not here to sell....from selling to helping consume ;)
• Customer is still passive
Saturday, 20 July 13
Time to Bond:Lifetime Value
• Customer still relatively Passive...
• Trusted Advisor
• Relationship Management
• CRM Support
Saturday, 20 July 13
Saturday, 20 July 13
2008: GAME CHANGER
Saturday, 20 July 13
2008: GAME CHANGER
Saturday, 20 July 13
April 2012: YouTube 7 YR Anniversary
✤ 60 HOURS OF FOOTAGE UPLOADED EVERY SECOND !!
✤ 4 BILLION VIEWS PER DAY !!
Saturday, 20 July 13
NOW it’s all about staying close to your customer and managing the
experience.......
is the salesforce still relevant ?
Saturday, 20 July 13
WHITHER THE SALESFORCE?
Saturday, 20 July 13
The New Customer is Real Time...and Increasingly Mobile
• Customer is often part of the value chain
• Real time contact with the company and world at large, i.e. Twitter, Facebook et.al.
• Can leverage others - voice of your brand, i.e. YouTube
• Price comparison capable
• Seeking Experience
Saturday, 20 July 13
as the customer increasingly moves on-
line......
Saturday, 20 July 13
The Impact of Behavioural Segmentation
“Cookie Magic”
• Traditional segmentation whether geographic, demographic or psychographic being supplemented by on-line behavioural segmentation
Saturday, 20 July 13
Classic Sales Process Obsolete?
• Prospecting
• Pre-Approach
• Approach
• Presentation
• Handling Objections
• Closing
• Relationship Mgt - “After Sales”
Saturday, 20 July 13
All sounds a little Old Skool , doesn’t it?
Saturday, 20 July 13
FROM CRM TO CMR:
The New Paradigm
Saturday, 20 July 13
Customer Managed Relationships
• Enable the Customer
• Link to Others
• Provide on-line tools
• Guide the Experience
Saturday, 20 July 13
Will be Commonplace by 2020........
• Using Big Data
• Using Neuroscience to Sell
• Field Sales Force to shrink except in growth markets
• Less about WHAT you do and more about HOW you do it
• Consultative role to grow
Saturday, 20 July 13
And now in this corner....
• Salesforce.Com
• Siebel
• Jive
• Kana
• Demand Media
• Attensity
Saturday, 20 July 13
So what can’t the customer manage?
• New Tech and New Tech Applications
• Category / Application Best Practice
• Service
• Internal Company Network Navigation
Saturday, 20 July 13
• Check stock discrepancy ?
• POS Merchandising
• Slot Negotiation ?
• New Product Intro
• Order Facilitation?
• “Press the Flesh” ?
• Relationship Management ?
• Monitor Social Networks and Internet Chatter
• Email Follow Ups
• 24-7-365
• On-Line Availability
• Internal Facilitator
• Availability on demand
FROM TO
Saturday, 20 July 13
The Emerging “Sales” Role• Product / Service expert
• Personal Shopper, i.e. knowledge based
• Facilitator
• Account Development
• Account Maintenance
• Account Growth (CRM assisted)
• Customer Training
ALL IN REAL TIME!Saturday, 20 July 13
“It is not the strongest of the species that survive, nor the most intelligent, but those most
responsive to change.”
Charles Darwin
Saturday, 20 July 13