HOW TO BUILD A SUCCESSFUL

SALES ORGANIZATIONPeninsula Hotel, 22nd April 2015

Presented by : Obed FL

HOW TO BUILD A SUCCESSFUL SALES ORGANIZATION

1. Why is B to B Sales Organization ?

2. Step by step to develop B to B SalesOrganization

3. The 5 Factors in developing B to B SalesOrganization

Business-to-business (B2B) describes

commerce transactions between

businesses, between a manufacturer and

a wholesaler, or between a wholesaler

and a retailer

B2B Market

Demographic Segmentation.

Customer-based Segmentation.

Segmentation by End-Use Application.

Segmentation by Purchase Categories.

Distinguish between B2B & Consumer Goods Marketing

Points B2B Marketing Consumer Goods Marketing

Product Relatively technical in nature, exact form often variable

Standardized form.

Price Competitive bidding for unique items List prices

Promotion Emphasis on personal selling Emphasis on advertising

Distribution Relatively short, direct channels to market

Product passes through a number of

intermediate link

Customer Relations Relatively enduring and complex Comparatively infrequent contact, relatively short duration

Decision making process Involves diverse groups of members Individual or household makesdecision

Factors making B2B Market special

1. B2B Markets have a more complex decision

making unit

2. B2B buyers are more Rational

3. B2B products are often more complex

4. Limited number of buying units in B2B markets

5. B2B markets have fewer behavioral and needs

based segments

Customer Pyramid

Preparing for KAM

Key Account Identification

Key Account Profitability

Developing the Relationship

Key Account Strategy & Program

Business Plan for Each Account

Step by step to develop B to B

Sales Organization

The 5 Factors in developingB to B Sales Organization

1. How B2B Companies Make Money?

2. B2B Efficiencies

3. Personal relationship are more important in B2B markets

4. B2B markets drive innovation less than consumer markets

5. Sub brands are less effective in B2B markets.

How B2B Companies Make Money?

Sales of products

Service and maintenance fee

Transaction fee and listing fee

Advertising

B2B Efficiencies

Administration costs

Search costs

New markets

Maverick purchasing (buying occurs outside the normal channel)

Joint purchasing

System integration (with the legacy system)

B2B Efficiencies

Supply chain management (from push marketing to pull marketing)

Collaboration (Outsourcing product design), joint channel of distribution

Middlemen (the new service particularly for small business)

1. Meeting and Exceeding

Customer Expectations

2. Customer Service

3. Penetration Marketing

4. Defection Prevention

5. Continuous Relationship

Selling

6. Loyalty Programs

7. Win Back

"Today's buyers are smarter

Educating Buyers About Their Choices

So They Are EMPOWERED To Make Informed Decisions To Help Them Reach Their GOALS . . .

Take home message

B2B, C2B and B2C models need not be mutually exclusive, and combining their particular strengths can generate new opportunities for your business.

Thank You

Obed FL, ST