E x p e r i e n c e C o m m i t m e n t SM

North Region Sales Meeting

Relating to Your Customer

MSA

Q4 – 2008

2

Outline

• Relating to the Customer

• SENA Priorities

• New Go-To-Market Model for SENA

• Go-To-Market Toolkit

• Sales Relay – Role Play (60 Minutes)

– Phase 1: Preparation (5-8 minutes)

– Phase 2: Strategy Planning (10 minutes)

– Phase 3: Role Play (25 minutes)

– Phase 4: Debrief (20 minutes)

Relating to the Customer

CUSTOMER

SATISFACTION• Marketing Effectiveness

• Sales Excellence

• Customer Service

Strategic building blocksFoundation Stones

HSSE

• Small Changes. Big Difference

• Embedding Intervention

• Goal ZERO

• Comply, Intervene, Respect

LICENSE to OPERATE

COMPLIANCE

• Compliance Committee

• The Seven Projects

• Proactive Regulatory Footing

• 100% Training Completion

ABILITY to DELIVER

PROCESS EXCELLENCE

• Delivery Platform

• “Taking out the Drudge”

• Avoiding CIRs

• Cost Effectiveness

Customer RelationshipsUnderstanding needs and delivering value

4

CustomerShell EnergyCustomer Value

Marketing

Sales

Service

Customer Needs

Marketing, Sales, and Service represent the key Moments of Truth that shape customer relationships

5

SENA’s New Go-To-Market ModelFocus + Integration

Marketing

Sales

ServiceIntegration

Marketing – Drive Customer Preference

Pre-sell products, services, and capabilities

Attract leads and prospects

Sales – Secure Customer Commitment

Qualify prospects and opportunities

Close new business and renewals

Service – Earn Customer Loyalty

On-board customers with warm welcome

Provide magic moments that exceed expectations

Focus

Focus and integration drive customer satisfaction

+

6

SENA’s New Go-To-Market Model Structure + Execution

Campaigns – Strategic

Focused on key business priorities (risk management, environmental products).

Programs – Tactical

Designed to achieve specific objectives (awareness, interest, consideration, close)

Metrics – Holistic

Both qualitative and quantitative measurements to track key milestones and GM realization

Structure

Structure and Execution deliver consistent results

+ Execution

Governance – Comprehensive

Project management by the numbers protocol emphasized (Time, Cost, and Objectives)

Audience – Key Stakeholders

Internal and external campaigns designed to prepare employees to engage customers with confidence

Teams – Cross Functional

Marketing, Sales, Communications, Events, Operations, Administrative Assistants, Launch Captains and other support functions

7

SENA’s Go-to-Market RoadmapDesigned to improve customer relationships & satisfaction

Marketing Sales Service

2007

• Adverts – The stability tree

• Direct Mail – No executions

• Events – Inconsistent brand identity

Project Refresh

• Company Video

• Visual Identity Guidelines

• Marketing Resource Center

• FAQ, Fact Sheets, Sales Collateral

• New Shell.com Website

• New Tradeshow Booth Design

• Experience Commitment Campaign

2008

• Adverts – 3 customizable templates

• Direct Mail – 4 executions

• Energy Risk Award Campaign

• CPO Marketing Campaign

• New Shell Energy Connect Site

• Online Marketing Promotions Store

2009

• Project Eco Marketing Campaign

• Shell Energy Connect Campaign

2007

• Customer Relationship Mgt. Training

Project Refresh

• Customer Care Handbook

2008

• Phone Etiquette Standards

• Contact Information Standards

• Case Management Program

• Reputation Recovery Toolkit

• Customer Service Dashboards

• Welcome Handbook

• Employee Workout Sessions

2009

• Video – Employees delivering on the

promise of Experience Commitment

• Project Eco Campaign

• Shell Energy Connect Campaign

ONE to MANY

Communications with Customers

ONE to ONE

Engagement with Customers

MANY to ONE

Moments of Truth

2007

• Sales Training – Socratic Selling

• Sales Presentations – 1 core deck

Project Refresh

• Brand Ambassador Skills Training

• Sales Presentations – 14 custom decks

2008

• Buying/Sales Process

• R3 Selling Skills Training

• R3 Coaching Skills Training

• CPO Sales Campaign

2009

• Customer Onboarding Toolkit

• Sales Place Mat

• Customer Business Review Meetings

• R3 Sales Toolkit

• Project Eco Sales Campaign

• Shell Energy Connect Campaign

Sales Role Play Understanding customer needs and requirements

• Role Play – Customer Needs Assessment (Target/Qualify)

• Activity – 60 minutes total

Phase 1: Preparation (5-8 minutes)

Phase 2: Strategy Planning (10 minutes)

Phase 3: Role Play (25 minutes)

Phase 4: Debrief (20 minutes)

Acclivus Customer

Buying Process Plan Recognize Search

Evaluate/ Select

Commit Implement Track

Acclivus Stages 1 2 3 4-5 6 7 8

Customer Actions

Goals and Objectives are

developed

Identify challenges and needs

Review options available

Narrowed to short list/

fundamental acceptance

Agree to solution

presented/ contract signed

Implement solution into

business

Monitor delivery and

confirm goals and needs were met

SENA Selling Process

Target Qualify Structure Negotiate Close Deliver Monitor

SENA Steps 1 2 3 4 5 6 7

SENA Actions

Analyze market -

segment & identify

potential customers

Quantify potential business

(CVP)

Position SENA as solution

provider, assess credit, initiate

contract

Discuss terms & conditions

Complete Transaction

Deliver product (schedule, settle, etc.)

Close the loop

confirming service met customer’s

expectations

SENA Sales Process Gate

Initial contact with customer

Customer passes the criteria test

Customer identifies and

verbalizes needs

Customer confirms

SENA solution meets its

needs

Paperwork submitted:

Deal entered into

system

Support groups/systems managing deal

for the term

Evaluate customer for

new opportunities

Sales ProcessOne to One engagement with customers

Sales Relay Overview

10

90 participants – 60 minutes

Activity: Role Play to continue to practice and enhance your needs

assessment skills applicable to the SENA Sale process stages

Target/Qualify. As if we do not do a good job of identifying the goals,

problems and needs of our customer at the start of the race it

affects the handoff throughout the rest of the selling process.

Sales Relay OverviewPreparation 5-8 minutes

11

Preparation 5-8 minutes

Divide the group into 4 Sales teams’ w/coaches and 4 customer teams-

predetermined

Sales Teams: will be given limited insight regarding the new potential customer.

Sales Reps will focus on stages Target/Qualify of the SENA process leveraging R3

Skills to understanding the goals, problems and needs of their customer.

Customer Teams: will have a specific need/objective they are trying to have met. It

will be the goal of the sales team to uncover what they are.

Sales Relay OverviewStrategy Planning 10 minutes

12

Activity: Strategy planning 10 minutes

Teams will have 10 minutes to strategize on the teams approach

Example Sales teams should consider:

Number of SENA Reps, roles, what insight they need to gain from the customer at each stage etc. What is your

objective and strategy for the call? Who will open the Meeting etc...?

Customer teams should consider:

Determine the need and objective they are trying to have SENA reps meet, Who pays what roles, what will be

there approach with the SENA reps who will be giving the debrief as customer teams will be responsible for

observing/documenting skill application at each stage and be prepared to debrief the whole group once each of

the sales teams have completed the 25 minute role play. The debrief should consist of:

• What went particularly well?

• How did they team apply the consultative approach?

• How the hand was offs at each of the stages?

• What would they have the team change about their approach?

• Did the sales team uncover the need/objective of the customer?

Sales Relay OverviewRole Play- 25 minutes

13

Activity: Role Play- 25 minutes - breakout rooms

Each team has a minimum of 25 minutes with their customer to gather appropriate

information and gain insight into the customer’s goals problems and needs. The

team will be focusing on the Target/Qualify stage of the SENA process Coaches will

be responsible to actively give real time coaching to ensure all appropriate

information is gathered.

• Preparing/Opening the call

• Needs Identification

• Qualify

Sales Relay OverviewDebrief – 20 Minutes

14

Activity: Debrief – 20 minutes

Group as a whole listens to each customer debrief and coach there

sales team based on what they observed during the relay. The

winning sales teams will be determined based on if they uncovered

the true need/objective of the customer