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THE SCIENCE OF SELLING
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 Generatio
n
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 Management
Awareness & Lead Generation
Up & Cross Sell
Referrals & Introductions
Product Developmen
t
Nurture
Events Networking Cold calling Marketing
Campaigns Website / Landing
Pages Social Media Sponsorship Advertising Thought Leadership Activity Plans
Sales Process Pipeline Management CRM Sales Plans
Client Segmentation Relationship
Management Client Development
Plans
LEAD GENERATION
Lead Generatio
n
• 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 Managemen
t
Lead Generatio
n
• 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 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
• Segmentation• Understand importance
and value of customers • Systematic and planned
approach to customer development
• Identify new revenue opportunities
• Feed into Value Propositions
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
Luke Davidson
Tel: + 27 (0) 18 297 0326/7 Fax: + 27 (0) 18 297 0318
Fax-2-Email: + 27 (0) 86 293 9821E-mail: luked@mtechindustrial.com URL: www.flownex.comMap: www.mymap.co.za/map.php?mid=49 GPS co-ordinates: S 26° 42.398' E 27° 6.161'
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