Funnel and Opportunity Management

efecto

Efecto OyPekka Tytri

www.efecto.fi

efecto Elements of Sales Management

BuildFoundation

ManageProcesses

LeadPeople

efecto Sales Management steps

Competence profiles and resourcing requirements

Recruiting

Sales process development and training

Organising & territory management

Target setting

SellingFunnel managementOpportunity managementPerformance management

Competence development

1

2

3

4

5

6

7

8

9

efecto Sales Management 3x9

Build Foundation

Build & train salesprocess & tools

Organising sales

Targets

Manage Processes

OpportunityManagement

FunnelManagement

Customer ProcessManagement

Lead People

Competence &resource

requirements &recruiting

PerformanceManagement

CompetenceDevelopment

efecto Strategy implementation with sales

Strategy SalesManagement Sales Customer

Commitment tomove on

Target segments,Value proposition,Differentiation

Opportunitycoaching

Customer facingsales tasks

Information onneeds,requirements andkey decisioninfluences

OpportunityPlan

KPIs

Sales process +tools

Buying processstageInfluence

efecto Opportunity management concepts Customers buying cycle

How the customers are buying

Sales process How the selling is done

Funnel management How we understand and manage the big picture

Opportunity management How we understand and manage the individual sales opportunity

Sales management system How the management is organised

efecto Opportunity management concepts

efecto Opportunity Management concepts

Buying Process Sales Process Funnel Management Opportunity Management Sales Management system

efecto BUYING PROCESS

Buying process stages Customer focus When the buying process and the sales process meet?

NEED VISION OF SOLUTION BUYING

NEED SOLUTION BUYING

efecto

Recogniseopportunity

Understandand influenceneed

Understandand influencevision ofsolution

Understandand influencedecisionmaking

Negotiate towin

Sales process

Activeprospecting

Request for Offer

INTEREST NEED SOLUTION INFLUENCE WIN

Inquiries

NEED SOLUTION BUYING

efecto Sales process buyer seller interaction

Client facingsales tasks

Opportunityinformation

Opportunityqualificationand planning

B

S

Go/Nogo

Go/Nogo

Sales tools Commitment

Salesstagecriteriaevaluation

Salesstage

Internalsales tasks

Sales tools

efecto Sales process descriptionMAHDOLLISUU-DEN TUNNISTUS

ASIAKASTARPEENKEHIYS

RATKAISUNKEHITYS

PTKSEENVAIKUTTAMINEN

KAUPANVOITTAMINEN

Myynnintehtvt

Kontaktinkehittminen

Asiakastarpeenymmrrys jakehitys

Ratkaisun esittely Tarjouksen

esittely

Avaihenkil-suhteidenkehittminen

Neuvottelut

Sisisetmyynnintehtvt

Asiakasvalinta Kontaktin

valmistelu

Tapaamisenvalmistelu

Tapaamisenyhteenveto

Ratkaisuntuottaminen

Tarjouksentuottaminen

Tunnistaptsprosessi,-pttjt ja -kriteerit

Mitenohjeistus

Kontaktoinninohjeistus

Kartoituksenksikirjoitus

Keskustelun-aiheet

Ratkaisunesittelytapaamisen ohjeet

tarjousmalli

Avainhenkil-kartta

Toimenpide-suunnitelma

Neuvotteluntarkistuslista

Suunnittelu jaarviointi

Asiakkaanarviointi

Asiakastarpeenarviointi

Tarjouksenhyvksynt

Relationship

Vaiheen tulos Liidi Myynti-mahdollisuus

Tarjous Preferred

Kriteerit Oikea asiakas Tarve Kontakti

Kilpailukykyinenratkaisu

Kilpailukykyinenratkaisu

Sisinen tukija

efectoBuying ProcessStage

Customer becomesaware of pain/gain

Pain/gain gets priority Vision of solutiondeveloping

Selection Process Agreement and riskmanagement

Sales process Identify Lead Create / understandInterest

Build Solution Build Preference and win

Sales Stage Focus Should we beselling to thiscustomer?

Is the customerlikely to buy?

Why is it importantfor the customer toact?

How good is oursolution?

How do we influencetheir criteria &decision making?

Why would they buyfrom us?

How valuable isthis opportunity?

What are the risks(profitability,delivery,resources)?

Customer facingSales tasks

Proactivecontacting

Get basicinformation toqualify

Understand customersituation and need,influence needs

Discuss improvementopportunities

Understand andinfluence solutioncriteria

Show how solutionlinks to customerrequirements

Understand &influence decisionprocess, decisionmakers and theirpreferences

Differentiate fromcompetition

Negotiate to win

Planning andmanagement

Customer Selection OpportunityQualification

Offer Preparation Prepare relationshipstrategy

Prepare negotiationPlan

Milestone Criteria Pain/Gainidentified

Right contactidentified

OpportunityQualificationsuccessful

Customer agreeson solution

Contact to decisionmaker

Differentiated solution Influential sponsor

Profitable deal withacceptable risks

Customercommitment

Agrees to meet toexplore the issues

Confirm the needs,agrees on solutionworkshop, involvesmore people

Agrees on solution,involves seniorpeople, willing tostart thenegotations, willingto test the solutionin some way,wants an offer

Willing to meet andplan, willing to makecompromises, willingto meet referencecustomers

Sales tools Customer selectioncriteria

Contactdevelopmenttemplate

Corporatepresentation

Solution Conceptpresentation

Business issuesdiscussion topics

Reference Cases Meeting summary

Product information Opportunity ClosingPlan

Offer References

Negotiation plan Contract

framework

efecto Sales Process Key Elements

Sales ProcessElements

Sales Tasks

CustomerFacing

Internal

Sales Tools

How totemplates

Businesstopics &questions

Discussiontopics

What do weneed toknow?

Materials

InternalPlanning &Coaching

Qualification

Funnelparameters

Funnel Stage

Sales stageCriteria

ConversionRates

efecto Sales process tools

SellProcessstages

Sellprocesstools withBU specificcontent

LEAD NEED SOLUTION PREFERRED WIN

CustomerSelection

BusinessTopics

SolutionConfiguration

RelationshipMap

ContactDevelopmentTemplate

MeetingPreparation

Need AnalysisMeetingTemplate

MeetingSummary

OfferGeneration

CustomerQualification

NeedQualification

SolutionQualification

NegotiationChecklist

PricingTools

QualificationTemplatesGo/nogodecisions

CompetitionAnalysis

RelationshipQualification

efecto Requirements Analysis Conversation

Elevator speech1

Solution concept2

Understandsituation

4

Understandexplicit needs

5

Understandvision ofsolution

7

Agree onnext step

10

9

Building trust InfluencingneedsLinking needs tosolution

Gettingcommitment

11 Summary

12 Opportunityassessment

Develop latentneeds

6Business topics3

Understanddecision process

Complete visionof solution

8

efecto Relationship Map

RELATIONSHIP MAP

Key individual Role Personal win & goal Personal concern Influence Relationship

Our contact person

efecto Sales Funnel

LEAD NEED SOLUTION PREFERRED ORDER

A Win

An opportunity,which qualifies into

solution stage

An opportunity,which qualifies as

Preferred

efecto Funnel Management

Plan sales & marketing operations Forecast sales (month, quarter, year) Identify opportunities for management Apply consistent sales process and funnel criteria for

fact-based sales forecast

efecto Sales Forecasting

LEAD NEED SOLUTION PREFERRED Order

Hit rate * HotOffer base ORSelectedopportunities

1M1Q

1Y

Conversion rate

Hit rate

Within salescycle?Conversion rate* base

Outside salescycle?statistical


efecto Long Term Sales Forecasting

efecto Opportunity management

Select Analyse AgreeactionsFollow

up

At every milestone

Opportunities that dont move

Opportunities requiring attention

efecto Opportunity management

A lead where we decide not to offer

Solution offered, where we dont make the shortlist ORthe opportunity dies

A Lead, which we drop

Preferred which we drop

A Win


efecto Opportunity coaching

7. Whats in itfor us?

6. Prefence &Influence?

5. How is thecustomer

planning to buy?

4. How good isour solution?

3. Urgency?

2. Is thecustomer likely to

buy?

1. Should wesell to thiscustomer?

efecto Opportunity Coaching

Segment Should we be selling to thiscustomer?How do they compare to our customer selectioncriteria?

Need,urgency

Is the customer likely to buy(anything from anybody)?

Where are they in their buying process?

How compelling, critical is their need?

Is there a deadline for their decision?

Solution How good is our solution?

How are they doing it now?

How do they describe their solution criteria?

How do we differentiate from alternatives?

Decisionprocess Can we compete?

Do we have the resources & skills to meetcustomers requirements & timetable?

Relationship,Preference &Influence

Who cares?

Can we influence the decisionmaking?

Do we have a sponsor in their organization?

Why would they buy from us?

Who matters in their organization?

Value & risk How valuable is this opportunity?Strategic value (new customer, new market, ..)?

What risks have we identified? (reputation,delivery, margin)

efecto Sales management model

Individual

Sales team

Management reportingBoard,

Managementteam

Sales teammeeting

IndividualPerformance

1. TOP5 opportunity coaching2. Personal sales funnel3. Sales activity4. Actions follow up & planning

1. Sales Funnel2. Sales opportunities3. Sales activity4. Planning and actions5. AOB

Preparation

Preparation

Documents

Funnel and Opportunity Management