Upload
james-e-brown-jr
View
84
Download
1
Embed Size (px)
Citation preview
E x p e r i e n c e C o m m i t m e n t SM
North Region Sales Meeting
Relating to Your Customer
MSA
Q4 – 2008
2
Outline
• Relating to the Customer
• SENA Priorities
• New Go-To-Market Model for SENA
• Go-To-Market Toolkit
• Sales Relay – Role Play (60 Minutes)
– Phase 1: Preparation (5-8 minutes)
– Phase 2: Strategy Planning (10 minutes)
– Phase 3: Role Play (25 minutes)
– Phase 4: Debrief (20 minutes)
Relating to the Customer
CUSTOMER
SATISFACTION• Marketing Effectiveness
• Sales Excellence
• Customer Service
Strategic building blocksFoundation Stones
HSSE
• Small Changes. Big Difference
• Embedding Intervention
• Goal ZERO
• Comply, Intervene, Respect
LICENSE to OPERATE
COMPLIANCE
• Compliance Committee
• The Seven Projects
• Proactive Regulatory Footing
• 100% Training Completion
ABILITY to DELIVER
PROCESS EXCELLENCE
• Delivery Platform
• “Taking out the Drudge”
• Avoiding CIRs
• Cost Effectiveness
Customer RelationshipsUnderstanding needs and delivering value
4
CustomerShell EnergyCustomer Value
Marketing
Sales
Service
Customer Needs
Marketing, Sales, and Service represent the key Moments of Truth that shape customer relationships
5
SENA’s New Go-To-Market ModelFocus + Integration
Marketing
Sales
ServiceIntegration
Marketing – Drive Customer Preference
Pre-sell products, services, and capabilities
Attract leads and prospects
Sales – Secure Customer Commitment
Qualify prospects and opportunities
Close new business and renewals
Service – Earn Customer Loyalty
On-board customers with warm welcome
Provide magic moments that exceed expectations
Focus
Focus and integration drive customer satisfaction
+
6
SENA’s New Go-To-Market Model Structure + Execution
Campaigns – Strategic
Focused on key business priorities (risk management, environmental products).
Programs – Tactical
Designed to achieve specific objectives (awareness, interest, consideration, close)
Metrics – Holistic
Both qualitative and quantitative measurements to track key milestones and GM realization
Structure
Structure and Execution deliver consistent results
+ Execution
Governance – Comprehensive
Project management by the numbers protocol emphasized (Time, Cost, and Objectives)
Audience – Key Stakeholders
Internal and external campaigns designed to prepare employees to engage customers with confidence
Teams – Cross Functional
Marketing, Sales, Communications, Events, Operations, Administrative Assistants, Launch Captains and other support functions
7
SENA’s Go-to-Market RoadmapDesigned to improve customer relationships & satisfaction
Marketing Sales Service
2007
• Adverts – The stability tree
• Direct Mail – No executions
• Events – Inconsistent brand identity
Project Refresh
• Company Video
• Visual Identity Guidelines
• Marketing Resource Center
• FAQ, Fact Sheets, Sales Collateral
• New Shell.com Website
• New Tradeshow Booth Design
• Experience Commitment Campaign
2008
• Adverts – 3 customizable templates
• Direct Mail – 4 executions
• Energy Risk Award Campaign
• CPO Marketing Campaign
• New Shell Energy Connect Site
• Online Marketing Promotions Store
2009
• Project Eco Marketing Campaign
• Shell Energy Connect Campaign
2007
• Customer Relationship Mgt. Training
Project Refresh
• Customer Care Handbook
2008
• Phone Etiquette Standards
• Contact Information Standards
• Case Management Program
• Reputation Recovery Toolkit
• Customer Service Dashboards
• Welcome Handbook
• Employee Workout Sessions
2009
• Video – Employees delivering on the
promise of Experience Commitment
• Project Eco Campaign
• Shell Energy Connect Campaign
ONE to MANY
Communications with Customers
ONE to ONE
Engagement with Customers
MANY to ONE
Moments of Truth
2007
• Sales Training – Socratic Selling
• Sales Presentations – 1 core deck
Project Refresh
• Brand Ambassador Skills Training
• Sales Presentations – 14 custom decks
2008
• Buying/Sales Process
• R3 Selling Skills Training
• R3 Coaching Skills Training
• CPO Sales Campaign
2009
• Customer Onboarding Toolkit
• Sales Place Mat
• Customer Business Review Meetings
• R3 Sales Toolkit
• Project Eco Sales Campaign
• Shell Energy Connect Campaign
Sales Role Play Understanding customer needs and requirements
• Role Play – Customer Needs Assessment (Target/Qualify)
• Activity – 60 minutes total
Phase 1: Preparation (5-8 minutes)
Phase 2: Strategy Planning (10 minutes)
Phase 3: Role Play (25 minutes)
Phase 4: Debrief (20 minutes)
Acclivus Customer
Buying Process Plan Recognize Search
Evaluate/ Select
Commit Implement Track
Acclivus Stages 1 2 3 4-5 6 7 8
Customer Actions
Goals and Objectives are
developed
Identify challenges and needs
Review options available
Narrowed to short list/
fundamental acceptance
Agree to solution
presented/ contract signed
Implement solution into
business
Monitor delivery and
confirm goals and needs were met
SENA Selling Process
Target Qualify Structure Negotiate Close Deliver Monitor
SENA Steps 1 2 3 4 5 6 7
SENA Actions
Analyze market -
segment & identify
potential customers
Quantify potential business
(CVP)
Position SENA as solution
provider, assess credit, initiate
contract
Discuss terms & conditions
Complete Transaction
Deliver product (schedule, settle, etc.)
Close the loop
confirming service met customer’s
expectations
SENA Sales Process Gate
Initial contact with customer
Customer passes the criteria test
Customer identifies and
verbalizes needs
Customer confirms
SENA solution meets its
needs
Paperwork submitted:
Deal entered into
system
Support groups/systems managing deal
for the term
Evaluate customer for
new opportunities
Sales ProcessOne to One engagement with customers
Sales Relay Overview
10
90 participants – 60 minutes
Activity: Role Play to continue to practice and enhance your needs
assessment skills applicable to the SENA Sale process stages
Target/Qualify. As if we do not do a good job of identifying the goals,
problems and needs of our customer at the start of the race it
affects the handoff throughout the rest of the selling process.
Sales Relay OverviewPreparation 5-8 minutes
11
Preparation 5-8 minutes
Divide the group into 4 Sales teams’ w/coaches and 4 customer teams-
predetermined
Sales Teams: will be given limited insight regarding the new potential customer.
Sales Reps will focus on stages Target/Qualify of the SENA process leveraging R3
Skills to understanding the goals, problems and needs of their customer.
Customer Teams: will have a specific need/objective they are trying to have met. It
will be the goal of the sales team to uncover what they are.
Sales Relay OverviewStrategy Planning 10 minutes
12
Activity: Strategy planning 10 minutes
Teams will have 10 minutes to strategize on the teams approach
Example Sales teams should consider:
Number of SENA Reps, roles, what insight they need to gain from the customer at each stage etc. What is your
objective and strategy for the call? Who will open the Meeting etc...?
Customer teams should consider:
Determine the need and objective they are trying to have SENA reps meet, Who pays what roles, what will be
there approach with the SENA reps who will be giving the debrief as customer teams will be responsible for
observing/documenting skill application at each stage and be prepared to debrief the whole group once each of
the sales teams have completed the 25 minute role play. The debrief should consist of:
• What went particularly well?
• How did they team apply the consultative approach?
• How the hand was offs at each of the stages?
• What would they have the team change about their approach?
• Did the sales team uncover the need/objective of the customer?
Sales Relay OverviewRole Play- 25 minutes
13
Activity: Role Play- 25 minutes - breakout rooms
Each team has a minimum of 25 minutes with their customer to gather appropriate
information and gain insight into the customer’s goals problems and needs. The
team will be focusing on the Target/Qualify stage of the SENA process Coaches will
be responsible to actively give real time coaching to ensure all appropriate
information is gathered.
• Preparing/Opening the call
• Needs Identification
• Qualify
Sales Relay OverviewDebrief – 20 Minutes
14
Activity: Debrief – 20 minutes
Group as a whole listens to each customer debrief and coach there
sales team based on what they observed during the relay. The
winning sales teams will be determined based on if they uncovered
the true need/objective of the customer