Selling Business to Business Creating Value for Buyers The Changing face of Sales 23 rd March, 2006 – Peter Lawless Experience Sales Success Sales Management Lead Generation CRM Process

What Constitutes a Successful Company?  Producing an excellent product or service.  Selling and Supporting what they produce.  Having Great, Motivated People Experience Sales Success Sales Management Lead Generation CRM Process

Entrepreneurs Take Risks

Easy ways to have more Money!  Get a raise.  Win it.  Inherit it.  Sell more!

What to do when it gets tough?  Problems are challenges  Challenges are opportunities  Opportunities reward those who take action!

What does Success mean to YOU  What will you OWN?  What will you DO?  Who will you Share it with?

What happens if you Don’t?  No big deal You didn’t want that house! You’re glad your spouse left you! Who wants an Aston Martin anyway And besides, you hate the Caribbean! ???

Set Personal Goals  Understand why you MUST achieve your Goal  Commit to MASSIVE action  Determine a course of Action – A PLAN  Monitor and Adjust Plan continuously

But, why bother with Goals?  Setting a Goal and taking massive action, is more important than achieving your goal  Setting the Goal helps us achieve focus on what is important.  Consistency of Purpose is key!

7 Forms of Intelligence  Mathematical  Linguistic  Artistic  Musical  Sporting  Social/Emotional  Self-Awareness

The 5 Key Success Factors  Increasing Leads  Converting Leads to Sales  Lifetime Customer Value (annualised)  Operating Costs (Margin)  Reinvesting Profit to foster innovation Experience Sales Success Sales Management Lead Generation CRM Process

Lead Generation (Prospecting)  Commonly known as Marketing  A lead can be defined as follows; A person or company that has expressed an interest in you or your product This could be either as a result of:  You contacting them - outbound  Or them contacting you - inbound Experience Sales Success Sales Management Lead Generation CRM Process

Converting Leads to Sales  What problem or desire does the product address?  What does addressing that issue enable the purchaser to do?  Can the buyer assign a value to that new capability?  When ideally do they need this by?  What is the cost of doing nothing? Experience Sales Success Sales Management Lead Generation CRM Process

Increasing Lifetime Value Experience Sales Success Sales Management Lead Generation CRM Process  Excellent Service & Support  CRM processes Customer Relationship Management Multiple transactions – Cross sell Similar experience across Channels Easy for customers to buy  Brand Recognition & Value  Customer Loyalty

Increasing margin (reduce costs)  Margin = Selling Price – Cost  2 ways to increase Margin Increase Selling Price Reduce Cost of Production and Sales  Costs consist of two variables Fixed – constant regardless of production volume Variable - relating to volume and sales Experience Sales Success Sales Management Lead Generation CRM Process

Protect Profit and Increase Wealth  Financial Maintain cash flow at optimum cost Reinvest Profits – Strategic Planning  R&D – Innovation and diversification  Increase production and sales capacity  Legal Protect Intellectual Property Mitigate against contrary Conditions  HR People are your most vital asset Experience Sales Success Sales Management Lead Generation CRM Process

Influencing the Success Factors  A 10% increase in any one factor would yield  €1,000 more profit.  Do Companies Capitalise on this?  Which factors Should You influence? Experience Sales Success Sales Management Lead Generation CRM Process

Influencing the Wealth Factors  New Business can implement strategic plans for continuous monitoring and improvement of all 5 wealth factors  Existing business should choose at least 2 to start with and work up to having a plan for all 5 Key challenges are to change existing cultures Increasing sales alone is not always the answer – especially if each sale loses money! Experience Sales Success Sales Management Lead Generation CRM Process

We will now focus on just 2?  Marketing - Providing a constant flow of quality leads.  Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value. Experience Sales Success Sales Management Lead Generation CRM Process

Lead Generation - ADSPORT Experience Sales Success Sales Management Lead Generation CRM Process Lead Generation's Secret Seven (ADSPORT) Advertising Direct Mail Speaking Publishing Online Referral Telephone

Tactic 1 - Advertising  Classic Advertising Print, TV, and Radio  New Wave Google, Viral, Banner  Innovative Luas Tickets, Space Shuttle, Taxi  All Advertising MUST have a “Call-to- Action” Experience Sales Success Sales Management Lead Generation CRM Process

Tactic 2 – Direct Marketing  Hard Copy Letter, Flyers, postcards, newsletters  Electronic eZines, Fax, Text, Newsreader  Innovative Creative way of delivering targeted message to decision maker Experience Sales Success Sales Management Lead Generation CRM Process

Tactic 3 – Speaking  Company Run Seminars  Audio Tapes/CDs  Training  Media Interviews (TV, radio)  Guest Speaker  Excellent 1 to Many medium Experience Sales Success Sales Management Lead Generation CRM Process

Tactic 4 – Publishing  Media Interviews in Print  Web Articles  Press Releases  White Papers  eBooks  Books “let me introduce you to the guy who wrote the book”! Experience Sales Success Sales Management Lead Generation CRM Process

Tactic 5 – Online  Web Presence  Marketing and Sales Tool  What should it achieve? Sign up for newsletter Avail of Consultation Buy Product Inform your prospects  Can it be seen SEO, Page ranking, Blogs, etc Experience Sales Success Sales Management Lead Generation CRM Process

Tactic 6 – Referrals  The Ultimate Lead Generation Tool  Commonly known as “Word of Mouth”  Have a Strategy Always ask Make it easy Reward Referrers Experience Sales Success Sales Management Lead Generation CRM Process

Tactic 7 – Telephone  Outbound Cold calling (never) Telemarketing agency  Inbound Scripts Interactive Call to Action Don’t Sell – set appointment Experience Sales Success Sales Management Lead Generation CRM Process

We will now focus on just 2?  Marketing - Providing a constant flow of quality leads.  Sales – Converting the leads into customers, in the shortest time, with a maximum lifetime value. Experience Sales Success Sales Management Lead Generation CRM Process

Converting Leads to Sales Experience Sales Success Sales Management Lead Generation CRM Process Identifying – 10% Valuing – 25% Qualifying – 50% Negotiating – 75% Implementing / Supporting Lead Generation A good sales process ensures best sales practices get repeated

Sellers sell forward!  Close date key in all sales pipelines.  Close Date = Contract Signature.  After the close - someone else delivers! Do you have a special pen for contract signatures?

Buyers Buy Backwards!  When do I get Ownership?  How do I get there?  Is the roadmap to value clearly defined? What will this purchase enable me to do & When?

The Contract = Partnership!  Focus on when the customer gets value!  The contract is just one step in a joint journey!  A Foundation for Trust. It is 5 times easier to sell to existing customers? You lift me up, and I’ll bring it over

Definition of the 3Rs  Solution Payback is expressed in terms of at least one of the following: R evenue Growth R eduction in costs R egulatory Requirements Experience Sales Success Sales Management Lead Generation CRM Process

Converting Leads to Sales  What problem or desire does the product address?  What does addressing that issue enable the purchaser to do?  Can the buyer assign a value to that new capability?  When ideally do they need this by?  What is the cost of doing nothing? Experience Sales Success Sales Management Lead Generation CRM Process

Sales Cycle 1 – Identifying – 10%  Solution payback mapped to 3Rs  Champion Identified  Timeline to Purchase agreed Experience Sales Success Sales Management Lead Generation CRM Process

Sales Cycle 2 – Valuing – 25%  Champion Visualizes 3R payback with timescale  Agreement to meet Decision Maker/s  3R Stakeholders Identified Experience Sales Success Sales Management Lead Generation CRM Process

Sales Cycle 3 – Qualifying – 50%  Decision maker confirms 3R payback  Evaluation criteria and plan agreed  Method of Finance agreed Experience Sales Success Sales Management Lead Generation CRM Process

Sales Cycle 4 – Negotiating – 75%  Evaluation criteria met or exceeded  Verbal agreement from DM  Contracts with Legal and Purchasing Experience Sales Success Sales Management Lead Generation CRM Process

Converting Leads to Sales Experience Sales Success Sales Management Lead Generation CRM Process

The 3 Parts of a Sales Call  Opening  Ask Power Questions  Conclusion 15 minutes from the end

Opening the meeting  Smile, as though you really mean it!  Thank them for their time  Ask them how long they Have

Power Questions  So what made you want to see me?  What [offer related] issues are you having right now  Listen to the answers (don’t be planning your next question!)

Closing the Call  Summarise all the issues they have  Agree a value on solving their issues  Confirm the decision process  Agree an action plan  Set the date of the next meeting

Always start at the top  Power flows down from the top  Swimming up the Waterfall is difficult  People generally want to Please their Boss

Success at Persuasion  Ask; The right Person AT the right Time The right Questions  Listen, then have; The right Answers IN the right Way With The right Evidence  At all times have a great Attitude

Planned Networking  The more people you meet, the more people who can buy or recommend your offering  Attend 4 events per month  Meet 3 people at each  That’s 144 new contacts

What Meetings to attend  Where do your prospects hang out?  Where do your influencers go?  What events do your partners frequent?

You CAN do anything  The Harder you prepare the luckier you seem to get Doug Collins, Chicago Bulls Coach, about Michael Jordan

“You become What you Think About” Buddah – Circa 500BC

Start your Success Plan Today  Write down your goals  Create your powerful questions  Plan your Networking Schedule  Maintain Momentum

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