Sales Workshop, "Selling as a Science"
18
The Science of Selling June 2013 Brian Cullinane
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Slides from our Sales Workshop from June. - Know who your customer is - Where do they hang out - What language to do they use Sales is a living entity in your business,
Transcript of Sales Workshop, "Selling as a Science"
The Science of SellingJune 2013
Brian Cullinane
What does Sales mean?
SellingMarketingSales & MarketingBusiness DevelopmentAccount DevelopmentCustomer Acquisition
Awareness & Lead
Generation
Opportunity Management
Relationship Management
Three Key Elements
Are they aligned?
Opportunity Management
Relationship Management
Lead Generation
Are activities linked to business goals and financial targets?
Can performance and effectiveness
of activities be measured?
Are activities undertaken appropriate for your business?
Are your customers
segmented and engaged with accordingly?
Objective: A Continuous Process
Opportunity Management Relationship ManagementAwareness & Lead Generation
Up & Cross Sell
Referrals & Introductions
Product Development
Nurture
EventsNetworkingCold callingMarketing CampaignsWebsite / Landing PagesSocial MediaSponsorshipAdvertisingThought LeadershipActivity Plans
Sales ProcessPipeline ManagementCRMSales Plans
Client SegmentationRelationship ManagementClient Development Plans
Lead Generation
Lead Generation
• What are your Value Proposition(s)?
• What problem(s) are you fixing?• Who is your Target market?• Do you understand the
prospect’s industry or sector?• How do you create awareness
and generate leads? • What’s the best approach?• How can you measure
effectiveness of your activities?
Market AnalysisTarget Customer Type 1 Customer Type 2 Customer Type 3
Company
Individual
Value Proposition (Messaging)
Obstacles and Issues
Approach and Routes to Market
Resources Required
Competitors
Customers don't always know
they’ve a problem.
Opportunity Management
Opportunity Management
Lead Generation
• How will you track and manage each new opportunity created?
• Have you a clear sales process with defined stages, tasks and actions?
• Do you understand the customer’s buying cycle?
• Do you ask questions?• Do you actively listen?• Do you set clear objectives?• Can you identify why and where
blockages occur?
Sales Funnel (Process)
Qualified Prospect
Contact Made / Engaged
1st Meeting (Discovery)
2nd Meeting (Outline Proposal)
Formal Proposal
Negotiation
Lead Generation Activities
Sales Process StagesStage Name Definition Objective Actions To Be Taken
Qualified Prospect
Engaged
1st Meeting (Discovery)
2nd Meeting (Outline Proposal)
Formal Proposal
Negotiation
New Client A new client Commence on-boarding process Pop the corks!
Pipeline Management Tools
Relationship Management
Opportunity Management
Relationship Management
Lead Generation
• Do you segment your customers?
• Which customer segment should you prioritise?
• How do you identify and manage Up & Cross-Sell opportunities?
• How and when do you communicate with them?
• What initiatives can you take?
Relationship Management
• Segmentation• Understand importance and
value of customers • Systematic and planned
approach to customer development
• Identify new revenue opportunities
• Feed into Value Propositions
Low Value Customers- Limited opportunity- Minimum engagement
Development Customers- Up & Cross Sell opportunities- Planned approach/strategy
Key Customers- 80/20
- High level of engagement- Retention key
Summary
• Understand your Prospects“What’s the problem you’re fixing?”
• Link activity to revenue & business goals“ Will these inputs give me the desired outputs?”
• Follow a process – stage by stage“Move them on or move them out”
• Stop Selling – ask more questions and listen“The Ah Ha Moment”
• Love your customers
