Winning Complex Accounts
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Standards Certification Education & Training Publishing Conferences & Exhibits Winning Complex Accounts
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14-Sep-2014 -
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Transcript of Winning Complex Accounts
Standards
Certification
Education & Training
Publishing
Conferences & Exhibits
Winning Complex Accounts
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Presenters
• Robert Sammons – VP Operations & Sales
Moore Control Systems Inc.– 22 years Automation & Controls Experience in a variety of
positions both technical and commercial.
• Katherine Persac – Director of Sales and Marketing ProSys– 29 years experience in Automation & Controls and
Manufacturing in sales, marketing and management positions.
Background
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• Current economic environments and the high demand for excellence put more pressure than ever on Business Development, Sales, and Marketing personnel. In addition the highly technical nature of selling automation adds a layer of complexity to the sales environment.
• This session will discuss key aspects in developing, executing and winning complex projects through managing critical areas of the sales process, developing and maintaining strong relationships, establishing the processes by which you may be more successful in screening, forecasting, and closing deals in your pipeline through new customer relationship management tools and techniques.
Complex Accounts
• What is a Complex Account?
– A complex account involves a number of people who must give their approval or input before the buying decision can be made. They may be in technical, purchasing, management or corporate roles.
– The decision making process is complex – meaning that it is seldom self-evident to an outsider. And the only thing that is constant is change.
How do you win a Complex Account?
• Strategy– a careful plan or method
Tactics - a system or mode of procedure
Strategy
• Long term strategy
– You must have a long term strategy
– Focus on the account, not just the individual sale
The Traditional Sales Funnel
The (Modified) Strategic Sales FunnelThe (Modified) Strategic Sales Funnel
• A world full of prospects• Qualified prospects
• Orders ready to close
Account Mapping & Development
• Clearly identify how your offering meets current needs.
• Clearly identify the residual value you or your products can provide.– Business case development offer Cost Benefit Analysis – Clearly identify Return On Investments
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Account Mapping & Development
• Corporate – Organizational Map• Facility – Site Organization Map• 3 Points to the truth• 2 touch points per week• Clearly identify how your offering meets current needs.• Clearly identify the residual value you or your products
can provide.– Business case development offer Cost Benefit Analysis – Clearly identify Return On Investments
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Key Account Example - LyondellBasell
PETRO CHEMUS - Florida 0 1US - Georgia 0 1US - Iowa 0 1US - Illinois 0 1US - Louisiana 0 1US - New Jersey 0 2US - Ohio 0 1US - Tennessee 0 1US - Texas 1 14US- Total 1 23
LyondellBasell operates 59 manufacturing sites in 18 countries and has sales representation throughout the world.
Revenue: Over $5 bil. Employees: Over 10,000
Global 500
Industry: Chemicals, Chemicals, Petrochemicals, Glass & Gases, Manufacturing Company Description: LyondellBasell is one of the world's largest polymers, petrochemicals and fuels companies. We are the global leader in polyolefins technology, production and marketing; a pioneer in propylene oxide and derivatives; and a significant producer of fuels and refined products, including bio-fuels. Headquartered in The Netherlands, LyondellBasell has combined annual revenues of nearly $45 billion* and more than 16,000 employees worldwide. Our vertically integrated facilities, broad product portfolio, manufacturing flexibility, superior technology base and reputation for operational excellence allow us to deliver exceptional value to our customers across the petrochemical chain - from refining through to advanced product applications.
LYB:NYSE
Key Account Example- LyondellBasell
LyondellBasell50000 50000
PETRO CHEM PETRO CHEMUS - Florida 0 1 $0.00 $50,000.00US - Georgia 0 1 $0.00 $50,000.00US - Iowa 0 1 $0.00 $50,000.00US - Illinois 0 1 $0.00 $50,000.00US - Louisiana 0 1 $0.00 $50,000.00US - New Jersey 0 2 $0.00 $100,000.00US - Ohio 0 1 $0.00 $50,000.00US - Tenesse 0 1 $0.00 $50,000.00
US - Texas 1 14 $50,000.00 $700,000.00
UT - Total 1 23 $50,000.00$1,150,000.0
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Sales Strategy & TacticsBecome LyondellBasell Corporate System Integration PartnerDevelop Corporate wide MSAEducate Sites on ProSys CapabilitiesProvide Training on Alarm Management and Operator DisplaysLeverage Product Sales into Larger SolutionsInclude ServicesSupport LyondellBasell with SMS
Total Target Revenue = $1,200,000
Introducti
on
Site P
resentatio
n
Purchasin
g MSA
Proposal
FEL/FEED Study
Project
2 wks 3 wks 6 mo 3 mo 3 mo
13 month Sales Cycle
Budgeting
Get to know your customer
• Use every tool at your disposal including social media to understand who you are dealing with.
• Find out what appeals to your audience and what the prospective client is focused on from the top down and the bottom up. This will give the full perspective on what to focus on once you have the prospect qualified.
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Marketing & Sales Tactics
• Surveys– Survey Monkey
• Web Ads & Banners– Google Ad words $$$
• Website Statistics– Google Analytics $
eSurveys
• Help map key accounts by:– Reminding your customers of your capability– Reminding your customers of why they buy from you.– Use your results to drive testimonials to your website.
www.surveymonkey.com
Web Ads & Banners
• Less is more (name, tagline, phone number)
• Use 800 number to make sure contacting is easy.
• Link Banner to CRM lead contact point to see where lead originates
Website Statistics
• Use web statistics to drive marketing campaigns which focus on regional interests based on web site visits reported by Google Analytics.
Marketing & Sales Tactics
• Social Media
– Linked-in
– Google+
– YouTube
• .
Marketing & Sales Tactics
• Publications – submit articles, advertise– ISA InTech– Control– AutomationWorld
• Website– White papers
• Relationships & Staying in touch– Email cards – Holiday cards– Phone calls– Logo Placement
Relationship Management
• Most important component of 21ST Century is to be organized and consistent through your sales strategy and tactics, providing follow up with a customer oriented focus.
• CRM Pipeline Management – Keeps you on track
• Estimate Review meetings – They say “I care”
Relationship Management
• Follow ups and holiday cards are very crucial when setting goals in January as they say please see me when I call you.
• Hunting, fishing, ball games, golf outings– Use events to build long lasting relationships which drive
business and good friendships.
Summary
• What methods develop new customer relations with winning results?– Sales strategy and tactics– Building Relationships– Continuous Marketing & Name Awareness
References and Acknowledgements
• Bob Lobos, Wolf Creek Business Growth Institute• Patti Harty, Stark and Associates• Stephen Heiman, Diane Sanchez with Tad Tuleja “The
New Strategic Selling”• Julie Fraser, Cambashi
Thank you!
• Katherine [email protected]
www.prosys.com
225-276-3612 Cell
• Robert [email protected]
832-315-7010 Cell
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