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WORKSHOP How to #breakthruice in B2B sales?
Hannu Savela, @hasaa
Polar BearPitching 2016
”65 % of entrepreneurs says that the main way to growth is better sales and marketing.
- Pohjois-pohjanmaan Yrittäjät - Kasvun suunta kysely 12/2015 N=630
Hannu Savela, @hasaa
Polar BearPitching 2016
KEY DIFFERENCES➤ B2B purchasing process is longer.
➤ B2B products and services are more complex.
➤ B2B buying is teamwork.
➤ B2B evaluation factors are more diverse.
➤ B2B pricing is often more complex.
Hannu Savela, @hasaa
Polar BearPitching 2016
BUYING PROCESS
1. awereness 2. need 3. orientation 4. comparison 5. consideration 6. decision
Customer identify the existence of the
brand/product etc.
Customer became interested and
identify the need.
Customer pickup more information
about your products.
Customer compare products and substitutes.
Customer evaluate the threats and risks.
Customer make decision.
Where the customer notices your solution
first time?
Which raises the customer's interest ?
What kind of information customer
wants and where?
How he compares the solution and what he want to makes sure?
What makes the customer back off?
How customer makes decision?
Hannu Savela, @hasaa
Polar BearPitching 2016
PROJECT LIFESYCLE
Project lifesycle
Partnerships Top managers make strategic and longtime planning.
Invests Investors undertake to invest for the projects.
Planning Designers planning the buildings.
Planning permissions
Experts applying for building permits.
Purchasing Buyer preparing purchase.
Order - Delivery Construction starts.
Hannu Savela, @hasaa
Polar BearPitching 2016
TARGET GROUP & PROJECT LIFESYCLE
Project lifesycle
Target group
Partnerships Top managers make strategic and longtime planning. Management
Invests Investors undertake to invest for the projects. Investors
Planning Designers planning the buildings. Designers
Planning permissions
Experts applying for building permits. Experts
Purchasing Buyer preparing purchase. Buyer
Order - Delivery Construction starts. Project Manager
Hannu Savela, @hasaa
Polar BearPitching 2016
Project lifesycle
Target group
Partnerships Top managers make strategic and longtime planning. Management
Invests Investors undertake to invest for the projects. Investors
Planning Designers planning the buildings. Designers
Planning permissions
Experts applying for building permits. Experts
Purchasing Buyer preparing purchase. Buyer
Order - Delivery Construction starts. Project Manager
EXERCISE 1 - MY TARGET GROUPS
What kind of purchasing
process your customer have?
What is your target
groups?
Hannu Savela, @hasaa
Polar BearPitching 2016
HOW WE INTEGRATE BUYING PROCESS AND TARGET GROUPS?
1. awereness 2. need 3. orientation 4. comparison 5. consideration 6. decision
Where the customer notices your solution first
time?
Which raises the customer's interest ?
What kind of information
customer wants and where?
How he compares the solution and what he want to
makes sure?
What makes the customer back off?
How customer makes decision?
Management
Investors
Designers
Experts
Buyer
Project Manager
Hannu Savela, @hasaa
Polar BearPitching 2016
HOW WE INTEGRATE BUYING AND SELLING PROCESSES
Buyingprocess
1. awereness 2. need 3. orientation 4. comparison 5. consideration 6. decision
Where the customer notice your solution first
time?
Which raises the customer's interest ?
What kind of information
customer wants and where?
How he compare the solution and what he want to
makes sure?
What makes the customer back off?
How customer makes decision?
How we lead customer to the decision?Selling&
Marketing process
How we promote our solution?
How we help to identify needs?
What information we can share?
How we help make comparison?
How we remove the risks?
How we will ensure the decision?
Hannu Savela, @hasaa
Polar BearPitching 2016
OUR SELLING & MARKETING PROCESS
How we lead customer to the decision?Selling&
Marketing process
How we promote our solution?
How we help to identify needs?
What information we can share?
How we help make comparison?
How we remove the risks?
How we will ensure the decision?
Management
Investors
Designers
Experts
Buyer
Project Manager
Hannu Savela, @hasaa
Polar BearPitching 2016
WORKSHOPHow to #breakthruice in B2B sales?
Hannu Savela, @hasaa
Polar BearPitching 2016
