Business and Technology Consulting - RCCChurchLifercchurchlife.com/pdf/SalespersontoAdviser.pdfthe...
Transcript of Business and Technology Consulting - RCCChurchLifercchurchlife.com/pdf/SalespersontoAdviser.pdfthe...
Business and Technology Consulting
Marketing and Sales Seminar From Salesperson to Trusted Advisor
May 24, 2016
KasBizTech.com
Who We Are
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• Business and Technology Consulting
• Our mission and passion is to assist manufacturing and automotive suppliers to meet their business objectives using technology effectively
• Member of Automation Alley – • industry collaboration to solve common business • bring together small and medium size businesses to collaborate on
innovative technology solutions • Re-brand SE Michigan as technical hub
• Brand/Messaging
“Diving Beneath the Surface”
We'll dive deep to find your business challenges and convert those into opportunities
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My Sales
Plan
Self Branding
Trusted Advisor
Marketing
Myths
Sales Careers
Sales Mgmt.
Resources
• Integrity
• Objectivity
• Competence
• Fairness
• Confidentiality
• Professionalism
• Diligence
Our Commitment to You
Provide you with the
education, tools and
expertise to beef up your
your sales strategy, teams,
and individual performance
Our Mission
Keeping Your Sales Plan in Balance!
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Myths
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Myths of the Sales Profession
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Myths
• Myth 1 – Great salespeople are fast-talking extroverts • Fact: Most top performers in sales today are better at listening than
talking and are careful never to appear pushy or "hard-sell"
• Myth 2 – Great salespeople can sell anything to anyone
• Fact: The most successful salespeople are usually an expert in their field
• Myth 3 – Great salespeople are hired gun ‘lone rangers’ • Fact: The most successful salespeople know how to ally themselves with
other experts
• Myth 4 – Great salespeople do not negotiate on price • Fact: The most successful salespeople are good negotiators and meet
the client where they’re at, maintaining profit for the company
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The most successful salespeople are “L-E-A-N”
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Sales Careers
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A Variety of Styles for a Variety of Sales Careers
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Typical Sales Careers
• Representing a large company, selling business-to-business (B2B)
• Representing your own company or your own services (B2B)
• Consultants are typically salespeople with high degree of competence in a given area
• Account Managers (B2B)
• Retail Sales Business-to-Consumer (B2C)
• Inside Sales or Tele-Sales (B2B or B2C)
• Sales Management and Executives
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Trusted Advisor
Give “Peace of Mind” to your clients!
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What benefits would you obtain if your clients trusted
you more?
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4 Types of Relationship
* Trusted Advisor, Maister, Green and Galford
Bre
adth
of
Bu
sin
ess
Issu
es
Depth of Personal Relationship
Services- based
Needs- based
Relationship- based
Trust- based
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Breakdown of the 4 Relationship Types
* Trusted Advisor, Maister, Green and Galford
Focus is on: Energy spent
on:
Client
Receives:
Indicator
of Success:
Service-based Answers,
expertise, input Explaining Information
Timely, High
Quality
Needs-based Business
problem Problem solving Solutions
Problems
resolved
Relationship-based Client
organization Providing insights Ideas
Repeat
Business
Trust-based Individual Understanding Value Broad
Recognition
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1. Engage
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Development of Trust
2. Listen 3. Frame 4. Envision 5. Commit
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Development of Trust
1. Engage 2. Listen 3. Frame 4. Envision 5. Commit
When you engage, attention becomes focused, client feels important and you earn the right to discuss
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Development of Trust
1. Engage 2. Listen 3. Frame 4. Envision 5. Commit
When you engage, attention becomes focused, client feels important and you earn the right to discuss
When you listen, you acknowledge and affirm, client feels understood and you gain right to define problem statement
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Development of Trust
1. Engage 2. Listen 3. Frame 4. Envision 5. Commit
When you engage, attention becomes focused, client feels important and you earn the right to discuss
When you listen, you acknowledge and affirm, client feels understood and you gain right to define problem statement
When you frame, you state the root issue, client affirms your claim and client agrees to move forward
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Development of Trust
1. Engage 2. Listen 3. Frame 4. Envision 5. Commit
When you engage, attention becomes focused, client feels important and you earn the right to discuss
When you listen, you acknowledge and affirm, client feels understood and you gain right to define problem statement
When you frame, you state the root issue, client affirms your claim and client agrees to move forward
When you envision, you sketch out an alternate reality that the client finds interesting and wants to pursue
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Development of Trust
1. Engage 2. Listen 3. Frame 4. Envision 5. Commit
When you engage, attention becomes focused, client feels important and you earn the right to discuss
When you listen, you acknowledge and affirm, client feels understood and you gain right to define problem statement
When you frame, you state the root issue, client affirms your claim and client agrees to move forward
When you envision, you sketch out an alternate reality that the client finds interesting and wants to pursue
When you commit, you provide the proposal with business case to gain client concurrence to begin
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Development of Trust
1. Engage 2. Listen 3. Frame 4. Envision 5. Commit
When you engage, attention becomes focused, client feels important and you earn the right to discuss
When you listen, you acknowledge and affirm, client feels understood and you gain right to define problem statement
When you frame, you state the root issue, client affirms your claim and client agrees to move forward
When you envision, you sketch out an alternate reality that the client finds interesting and wants to pursue
When you commit, you provide the proposal with business case to gain client concurrence to begin
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What steps do you need to take to become a
Trusted Advisor?
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Marketing
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Marketing “leads” your product or service content
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What is Marketing?
• Dictionary: the action or business of promoting and selling products or services, including market research and advertising
• American Marketing Association:
marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013)
• “Instilling the perception in the mind of your customer that you have
the best product or service to meet their needs” (KN)
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Key Components to Marketing
• “Messaging” – your brand image or statement that you want to get out
• Your website is your marketing brochure
• Target Audience – who you want to receive your “message”
• Marketing Campaigns – various methods to get your “message” out to your targeted audience
• Advertising • Social Media • Email campaigns
• Lead Generation
• Customer Relationship Management
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Tactical Marketing
Example: Marketing and Sales Model
Marketing / Sales Processes
Strategic Marketing
Sales
• Marketplace Positioning
• The Corporate
“Message”
• Execute the Strategic Marketing Plan
• Client
Relationships
• Client Needs Analysis
• Proposals / ROI
• Close Business
• Marketing Campaigns
• Lead Generation
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Example: Pipeline Process Model
Strategic Marketing /
Vision
Tactical Marketing Campaigns
Lead Funnel
Build the Pipeline
Prospects
Clients
CRM Database
Qualification Process
Proposal Process
It takes 100 leads to create 10 prospects to generate 1 client Close
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Example: Best-In-Class Sales Model
Strategic Marketing Message Tactical Marketing Plan with Lead Generation
• Draft plan included
Highly Leveraged “Closer-type” Sales Reps Industry-knowledgeable (client’s industry) Job description available
Easy to use Configuration, Pricing and Finance tools Available Technical Support Easy to use CRM and forecasting tool Easy to use order entry tool (QuickBooks) Sales Assistant available for order fulfillment and
tracking • Job description available
Campaigns to Up-sell and Cross-sell to existing clients
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Sales Management
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Optimize your sales teams for growth!
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Lead Generation / Telesales / Order Entry / Order
Fulfillment / AR
Example: Proposed Organization
Retail / Restaurant
TBD
Marketing Specialist
TBD
Gov’t / Military
J. D.
V.P Global Sales and Marketing
TBD
Customer Support / Problem
Resolution
Marketing Plan / Lead Generation
Telesales, Order Fulfillment, Order
Tracking, AR
Builders, Constr. & Architects
TBD
Utilities, Educ., & Data Center
TBD
Inside Sales / Channels
TBD
Sales Administrator
T. M. Customer Support
S. G-D.
Hire ASAP
Hire ASAP
Hire ASAP Hire in 180 days
Industry Expert
M. H.
Add quota position:
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Highly Recommended Resources
• Trusted Advisor, Maister, Green and Galford (2000) • Linkedin.com
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Personal Branding
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You are your own personal brand!
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Branding Yourself
• Become L-E-A-N
• LISTEN
• Develop your EXPERTISE
• ALLY yourself with other experts
• NEGOTIATE win-win
• Become known as a Trusted Advisor by following the 5 step trust model:
• Engage, Listen, Frame, Envision, Commit
• Gain testimonials from your clients and management
• Become an “All Star” on LinkedIn
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Become an expert in LinkedIn
(demonstration / discussion)
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General Discussion
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Thank You!
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