Public Procurement of Innovation eafip Paris event 27 October 2015 Marieke van Putten.
Making the Major Sales - Willem van Putten
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Transcript of Making the Major Sales - Willem van Putten
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‘Making the Major Sale’
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Agenda
• Introduc7e • Waarom de Major Sale? • Wat is een Major Sale? • Hoe win je een Major Sale? • Vergroten van je kans: Sales Canvas & Scotsman • Einde & Survey
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• Slides
• Video
• Deelnemers & hoofdstukken
• Chatvenster / vragen stellen
• Moderators
• Polls & Tickertape
Wat zie je?
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Making the Major Sale
Willem van PuGen
#majorsale @crowdale_edu
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Poll 1: ‘Win rate’
Onze succesra7o voor Major Sales is:
• < 20% • 25-‐35% • 35-‐50% • 50%-‐90% • > 90%
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Waarom de Major Sale?
Groei!
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“It’s the Champions League”
• Lange voorbereidings7jd • Knock-‐out systeem • Must win • Compe77e is goed! • Aantal Moments of Truth per Major Sale
Waarom de Major Sale?
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Je kunt de Major Sales niet missen…
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Poll 2: ‘Hoe vaak?’
Hoeveel Major Sales doe jij in een jaar? • 0 • 1 • 2 • 3-‐5 • 6+
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Wat is een Major Sale?
Omzet & Winst
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Wat is een Major Sale?
Fit met de strategie van de organisa7e
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Customer perspec7ve à Ben je in staat om jouw klant succesvoller te maken in zijn markt?
Wat is een Major Sale?
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Strategische Focus/Buy-‐Sell Hierarchy
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Hoe win je een Major Sale?
1e stap: “PrioriCseer de sale als een Major Sale en maak iemand verantwoordelijk” > In meeste gevallen een team effort!
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2e stap: Concrete strategie & ac7eplan
Hoe win je een Major Sale?
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• Process management is zeer belangrijk!
• Diverse sales methodieken
• Miller Heiman: Blue Sheet, Gold Sheet etc. • Vertrekpunt voor ontwikkeling professionele verkooporganisa7e
Sales Canvas
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– Definieer & vind ‘Buying influences’ • Spreek belangrijke ‘buying influences’ om persoonlijke wins te achterhalen • Leer tenminste de ‘economic buyer’ kennen!
– Breng de concurren7e in kaart • Compe77e, soms ook interne afdelingen • Onze sterktes, hun USP’s
– Bepaal de urgen7e • Kunnen wij de oplossing leveren?
Elementen Sales Canvas
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Definieer concrete ac7es om de ‘rode vlaggen’ te elimineren
Ac7eplan
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1. Solu7on 2. Compe77on 3. Originality 4. Timescales 5. Size 6. Money 7. Authority 8. Need
Scotsman
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SOLUTION 1. Can we deliver a solu7on (including skills and services) that fulfils client needs? 2. Are we able to demonstrate the added value of this solu7on for the client by
making Benefits? 3. Do we have a proven track record with this solu7on?
COMPETITION 4. Are we on the shortlist (maximum 3 suppliers)? 5. Does the client have a preference for us? 6. Is the client prepared to give up her current supplier preference?
ORIGINALITY 7. Do we dis7nguish ourselves posi7vely in the eyes of the client? 8. Do we have unique features that can be used to developed Unique Perceived
Benefits?
Solu7on – Compe77on – Originality – Timescales – Size – Money – Authority – Need
Scotsman
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6. Is the client prepared to give up her current supplier preference?
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TIMESCALES 9. Is the client prepared to invest (7me/money) to evaluate our proposal in terms
of feasibility and internal commitment? 10. Are the 7mescales as proposed by the client realis7c for the making a good bid? 11. Is the client going to make a decision about our proposal within short no7ce? 12. Will the client agree with the 7mescales for delivery that we can offer? SIZE 13. Is the size (scope) of the project of importance to us? 14. Do we expect aGrac7ve follow on work when we deliver this project? 15. Can we make the resources available for a project of this size?
Solu7on – Compe77on – Originality – Timescales – Size – Money – Authority – Need
Scotsman
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10. Are the Cmescales as proposed by the client realisCc for the making a good bid?
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MONEY 16. Does our solu7on fit within the available budget of the client? 17. Is the client prepared to pay the price for our proposed solu7on? 18. Can we influence the size of the budget? 19. Can we make a reasonable profit when we deliver the project?
AUTHORITY 20. Do we have sufficient contacts with the decisions makers (Focus of Power)
within the client organiza7on? 21. Do we know in which stage of the buying cycle they are? 22. Do we have a coach (the Focus of Recep7vity) within the client organiza7on? 23. Can we use other persons with high influence who are posi7ve about us and/or
our proposal?
Solu7on – Compe77on – Originality – Timescales – Size – Money – Authority – Need
Scotsman
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20. Do we have sufficient contacts with the decisions makers (Focus of Power) within the client organiza7on?
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NEED 24. Do we know the client’s Implied Needs and are these strong enough for the
decision makers? 25. Do we know the client’s Explicit Needs, including those of the decision makers? 26. Is there sufficient support for the project by those par7es within the client
organiza7on that are involved in the implementa7on and use?
Solu7on – Compe77on – Originality – Timescales – Size – Money – Authority – Need
Scotsman
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Poll 3: ‘80/20’
Is de 80/20 regel van toepassing op jouw organisa7e?
• Ja • Nee
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Vergroot de kans op een Major Sale
• 80 % van de omzet, 20% van de klanten
• Focus op een aantal cruciale klanten (key accounts)
• Deze key accounts verdienen een speciale aanpak!
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• Bereid deze aanpak/strategie voor en definieer de ‘Major Sales’
• Review deze strategie intern met het top management
Vergroot de kans op een Major Sale
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Poll 4: ‘Strategie’
Bespreek jij deze strategie met jouw klant? • Ja • Soms • Nee
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• Bespreek de aanpak met je key account
• In meeste gevallen overeenstemming!
Vergroot de kans op een Major Sale
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• “Mentaal contract” met de klant • Risico: klant komt met nieuwe Major Sale kansen
Vergroot de kans op een Major Sale
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Key Learnings
• ‘Choose your baGles’ (Scotsman)
• Goed process management is cruciaal
• Kans op succes neemt toe bij jouw key accounts à “mentaal contract”
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Jouw Sales Issue? Beste inzending 30 minuten coaching
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Crowdale.com
• Permanente educa7e voor professionals • Focus: – Innova7e – Commercie – Persoonlijke ontwikkeling
• MBA+ niveau • Beste hoogleraren & docenten • Open enrollment & Incompany (op maat)
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Course ‘Sales Management’
• Delivery: grotere slaagkans via Sales Canvas • Data & topics: – 7 maart Making the Major Sale – 14 maart Sales Funnel Management – 28 maart Managen Sales Force
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Live & Eigen 7jd
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Dank voor jouw deelname!