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Drive Sales Growth
SALES TRIAL is the process of approaching potential customers to sell the product.
SALES OFFER is when customers are interested and committed to follow up.SALES HITS is when the sales is closed and contract is signed.
Sales Stage
• Improve sales trial(sales intensity)• Improve converging rate from sales trial to sales
offer • Improve converging rate from sales offer to close
deal
How to Drive Sales Growth
Improve Sales Intensity• HR investment in sales• Effective Sales tracking• Strategy focus on improving sales
intensity in a shorter period of time• Effective sales Incentive• Sales culture
The question is:What will get your people go out to sell?
Invest HR in sales activities
How many sellers do you have?How many performing sellers do you have?Is it supporting you to achieve your goal?
In order to build core-performer capacity, we need to recruit and allocate proper HR in sales activities.
Improve Sales Intensity
Invest HR in sales activitiesValidate your talent plan with back-ward planning
If we need to have 1785 sales call to raise 60 TNs(based on our converging rate) , if the level of intensity you want is 1 member 10 calls a week:--1 member in 6 weeks=60 sales calls.
--1785 sales calls=30 sales
members
If we plan to have 1785 sales call in order to have 60 TN raise, and you have 10 members:
--1785 sales calls for 10 sales
members = 179 calls/member
-- 179 call/member in 6 weeks =
30 calls/week/member
Improve Sales Intensity
Effective Sales Tracking
Do you know how many sales meeting happening in your LC/country?Do you know how many sales calls/meetings you need to raise a TN?Are you tracking activities or only goal achievement?
Your sales goal is closely linked with sales intensity
Improve Sales Intensity
Case Study: AIESEC Hong Kong Sales GrowthStarting to break down and track sales goal with LCVP is a big reason of their growth in Spring 2013. It pushes sales activities and allows MCVP to provide consultancy and feedbacks in time.
Improve Sales Intensity
Effective Sales Tracking
Break down your sales goal:
1/14 is the average rate from sales call to a company meeting1/6 is the rate from company meeting to a close deal.Meaning:In order to have 10 RA you need to do ___ meetings and ___ calls
60840
Improve Sales Intensity
• The sales pipeline is a micro-management toolkit for internal usage among all LCs.
• All members are evaluated on their performance through the record of sales pipeline measurement on starting from coldcalls to deals
• Effective Sales GCPs are captured and shared through the national plenary
Improve Sales IntensityCase Study: AIESEC Hong Kong Sales Growth
Weekly Phone call and email checking on important aspects, including:• Sales Pipeline and volume of sales within
LCs• High potential partners and coaching on
key account management• Assistance on current matching forms and
keep track on visa application situation
Improve Sales IntensityCase Study: AIESEC Hong Kong Sales Growth
Strategy to drives sales intensity in shorter period of time
GIP has very long timeline and each stage takes time. Membership needs milestone where they can see a finishing line. Short term sales challenge or campaign is a common solution in the network to drive sales intensity in 6—8 weeks. Usually if managed well, it boosts excitement among membership and lead to higher commitment and sales growth in 6-8 weeks.
Improve Sales Intensity
Case study: AIESEC Russia Sales Growth
Improve Sales Intensity
AIESEC Russia is very clear where is their battle(Education sector) all the time. They designed raising campaign in sales peak to motivate membership and to improve sales result. Focus and intense sales efforts lead to 100% sales growth of AIESEC Russia.Key of implementation: Sales update with point system every 2 days
Case study: AIESEC Canada Sales Growth
Improve Sales Intensity
Starting from 2011, AIESEC Canada was able to double their sales activities. The key of success is to break one year calendar into periodic sales campaign, create sales excitement and recognize sellers in time.Key of implementation:• Sales force to track sales activities on time• Effective incentive system associated with
campaigns• Sales education supports the campaign
Effective Sales Incentive System
Right incentive can drive right behavior and boost sales activities. However, it is important to be aware that incentive should be customized to best fit the target audience. In general, the sales incentive should be different for starters, core formers and star sellers.
Improve Sales Intensity
Case study: AIESEC Czech Republic Sales Incentive
Sales Killer in Czech Republic is a clear example of incentive for core-performers. Everyone can be a sales killer! And it is so cool to be a sales killer. They get recognition at national level (MC wall of fame, newsletter, Coca-Cola jersey, books, company shadowing etc)Result: 129% growth in raise, 311 meetings(60% growth)
Improve Sales Intensity
AIESEC Brazil divide sellers into Junior seller, pleno seller, senior sellers. Sellers can overcome challenge and be upgraded to next level sellers if they fulfill certain criteria. MC Brazil connects the criteria with sales intensity, re-raising strategies, product and market strategy. Moreover, they provide different training and empowerment for different level sellers! The concept is simple, fun and strategic at same time. In last months, AIESEC Brazil successfully created tons of sales excitement and they achieved more than 100% growth.
Case study: AIESEC Brazil Sales Incentive
Junior
Seller
Sales education I
12 sales meeting
per month
Minimum 2 raises
Pleno
Seller
Sales education II
20 sales meeting
Minimum 6 raises during
seller experience
Track Account manager
3 re-raises or account
expansion
Senior Seller
Sales education III
25 sales meeting per
month
Minimun 12 raises/partn
ers during seller
experienceSell more than one
product to same
customer
Achieve 6 raises
through sales team
Participation in
corporative events
Sales Culture
Culture is the story that people tell in the organization. To drive sales, people should talk about sales, get excited for achievement and progress of sales, have role-models in sales. Every strategy we implement and every conversation we facilitate shape the culture of the organization.
Improve Sales Intensity
Case study: AIESEC Germany Sales GrowthFrom Mar to Jun, AIESEC Germany witnessed outstanding growth in sales. The main reasons are:
• Recruitment for Sellers• Project to increase sales intensity• Sales education• Sales incentive
Improve Sales Intensity
Selection Incentives
Education Intensity
CAPACITY ACTIVITY
Youth Talent Social Sales
A TXP PACKAGE SPECIFICALLY CREATED TO RECRUIT SELLERS
TO CREATE PIPELINE FOR FUTURE SALES TALENT
TO CREATE A CULTURE OF SALES IN THE ORGANIZATION
Selection Incentives
Education Intensity
CAPACITY ACTIVITY
Global Talent Spring Sales
A CAMPAIGN BASED ON BOTTOM UP COMMITMENTS, FOCUSING ON DIRECTLY VISIBLE BEHAVIOR (CALLS, MEETINGS)
TO GROW GIP SALES IN THE WIDE MAJORITY OF OUR LCS
TO LAY THE FOUNDATION FOR THE FUTURE OF WAVE-BASED SALES≈≈
Selection Incentives
Education Intensity
CAPACITY ACTIVITY
Sales Trainer Education
TRAININGS TO SPECIFICALLY PREPARE GOOD SELLERS TO EDUCATE OTHERS
TO INCREASE THE QUALITY AND QUANTITY OF OUR SALES EDUCATION
TO ESTABLISH A CULTURE OF SALES IN EVERY LC OF GERMANY
Selection Incentives
Education Intensity
CAPACITY ACTIVITY
Sales Conference „Sellebrations“
A CONFERENCE ONLY FOR OUR TOP SELLERS (1 PER LC)
TO MOTIVATE, EDUCATE AND COMMIT OUR TOP SELLERS
TO DRIVE COMPETITION TO BECOME TOP SELLER
Spring Sales Award for Winning
• 6 members invited to the special Deutsche Post DHL Event• 8th of August 2013• Deep inside about DP DHL‘s Strategy 2015• Travel costs covered by MC (80€/person)
• Meet current AIESEC interns @ DP DHL• Presentations from Top-Level Speakers• DP DHL‘s elite event for future leaders
Improve Converging Rate
• Clear marketing positioning• Product and market knowledge of sellers• Effective sales education• Proactively use resources to sell
----From Sales Trial to Sales Offer----
Clear Market Positioning
The aim of marketing is to know and understand the customer so well the product or service fits him and sell itself. Choosing the right battle increases the success rate of sales significantly.
3 ways to find right market:-Evaluate previous successful cases and conduct partner interview-Competitor research and analysis-Study other AIESEC entities’ cases(especially those who share similar external reality.
Improve Converging Rate----From Sales Trial to Sales Offer----
Product and Market Knowledge
The chances of getting customers interested increase with the better understanding of product among membership. If our sellers understand the real benefits of our product and how that fits for the customers, if they are able to speak in customers’ language of those benefits, it should not be difficult to converge sales trial to sales offer.
Improve Converging Rate----From Sales Trial to Sales Offer----
Product and market knowledge-Provide sales tool for each sub product-Conduct education for product and market
Our members should know for targeting market and sub product,-Our product benefits-Our sample JD-Our supply capacity-Our timeline of delivery-Successful case of the product in the market
Improve Converging Rate----From Sales Trial to Sales Offer----
Product and Market KnowledgeThe key questions to answer:•Which kind of GIP talents we can provide?•Why customer will buy AIESEC GIP interns?
Improve Converging Rate----From Sales Trial to Sales Offer----
AIESEC provides 16 types of interns.
There are 121 detailed backgrounds
Advertising + Public Relations Brand & Trademark Management Consumer + Buyer Behavior Customer Relationship Management Import & Export International Marketing Introductory Marketing Market Research & Evaluation Product Planning, Development & Control Retail + Sales Marketing
Marketing
Example:
Our ability of offering different product varies
Go to GIP Wiki to learn more of each product:http://www.myaiesec.net/content/viewwiki.do?contentid=10240085
Improve Converging Rate----From Sales Trial to Sales Offer----
Improve Converging Rate----From Sales Trial to Sales Offer----
Use customer research output as basis of market knowledge education -Evaluate previous successful cases and conduct partner interview-Competitor research and analysis-Study other AIESEC entities’ cases(especially those who share similar external reality.
Effective sales education
Improve Converging Rate----From Sales Trial to Sales Offer----
Principle 1:70% Practice+20% Feedback+10% TrainingPrinciple 2: 70% Product/Market knowledge+30% soft sales skills
We easily blame lack of sales education as reason for low sales performance. However, the key is usually how we educate our sellers.
Case study: AIESEC Taiwan Sales Growth with quality salesIn order to improve quality of sales activities, AIESEC Taiwan evolve their sales education to be more practical and effective. They use company meeting report, TN case case report and GIP book to improve the knowledge of their sellers. The quality of basic sales activities are significantly improved.
Improve Converging Rate----From Sales Trial to Sales Offer----
Company meeting report
Count meeting number as performance Every meeting require a report Every one is able check every meeting record on-line Include the asked question, problem, how to get the meeting, and meeting result
TN case report
Every new raise require a report Update the report when Realize Include Raise success factor, learning
point, EP profile, cooperation update Every one can check all the reports
and make it to GCP easily.
SOP Book• Small GIP book for all ICX-GIP• Set up a SOP for ICX-GIP process• Include SOP, reference, and basic education in
it• Save time from repeating same thing and put
focus high value activity
Proactively use resources to sell
Improve Converging Rate----From Sales Trial to Sales Offer----
Partners
BoA
Other Organizations
Alumni
http://www.myaiesec.net/content/viewwiki.do?contentid=10258666#show
Improve Converging Rate----From Sales Trial to Sales Offer----
Use LinkedIn in Sales
Product Awareness
Platform
Raise TN
from Alum
ni
Connect
resources
through
Alumni
Alumni
Improve Converging Rate----From Sales Trial to Sales Offer----
Use Alumni in Sales
Global Alumni TN raise channel: aiesec.org/alumni
Improve Converging Rate----From Sales Trial to Sales Offer----
Use Alumni in SalesGlobal campaign to drive Alumni TN raise
To close a deal, it needs certain experiences, skills and personality. There are people who have better sales talent than others.• Star Sellers Strategy• Recruit and retain sales talents• Re-raise and upscale existing partnership
Improve Converging Rate----From sales offer to sales hits----
Star Sellers StrategyThere are people who are proved to be good in sales.
Tip 1: Let your star sellers always stay in sales frontline.Tip 2: Bring your Star Sellers to your potential clients to support closing deal.Tip 3: Coach and train your Star Sellers to be even better.
Improve Converging Rate----From sales offer to sales hits----
Case study: AIESEC MoC Sales Growth
In AIESEC Mainland of China, they design sales team challenge for potential sales stars. In summer 2012, they bring sellers to a brand new market-Qingdao. Sales stars live together and work full time for 1 month. They work for same team purpose and eventually this team of 6 people raised 60 TN forms.
Result 6 weeks:1500 Calls; 50 Company meetings20 Networking events participation60 Forms oral raised with 20 TN takers
Improve Converging Rate----From sales offer to sales hits----
Case study: NAFTA GIP Summit
In NAFTA region, they work together to build sales culture, sales capacity and to utilize the economy connection in the region. Their target audience is top sales in the region.
Criteria of participants:Sellers who at least raised one TN.
Improve Converging Rate----From sales offer to sales hits----
Case study: MC Coaching Star Sales in Czech Republic
Improve Converging Rate----From sales offer to sales hits----
In AIESEC Czech Republic, the brand for STAR sellers is Sales Killers. MC VP personally coaches the Sales Killers and support them in company meeting and other selling activities.
The brand Minimum criteria –2 meetings/week + 1 RA/sales wave 5 sales waves in half a year
Recruit and Retain Sales Talent
Improve Converging Rate----From sales offer to sales hits----
1.. What makes a good sales?-Competency building based on your reality: Interview 10-15 your top sellers in the history. Recruit someone like them.Key words:• Goal orientation• Big picture combined with ability to get things
done/executer• Emotional Intelligence and empathy (to be able to put
themselves in other shoes, to identify emotions in others and to act regardless of emotions)
• Independent and self-driven
Recruit and Retain Sales Talent
Improve Converging Rate----From sales offer to sales hits----
2. Design product and development path for sellersWhat does sellers like?Interview 10-15 your top sellers in the history.
Bigger Purpose
Career Path
Recognition
Being listened
Challenges
3. Align talent process to attract, retain and develop sellers
Talent Planning
Talent Marketing
Talent Recruitment
Talent Selection
Talent Allocation
Talent Induction
Talent Education &
TrainingCoaching R&R
Talent Tracking & pipeline
mgmt.
Sellers profile based
Recruit and Retain Sales Talent
Improve Converging Rate
Global Recognition for Top Sales
Two awards: Global Top 30 Sales; National Top 3 SalesDuration of result: Jan-Jun; Jul-DecWhen to recognize: Jul, Jan
http://www.myaiesec.net/content/viewwiki.do?contentid=10254697
Recruit and Retain Sales Talent
Re-raising and Upscaling Strategy
Improve Converging Rate----From sales offer to sales hits----
70-30 Rule70 percent of revenue is generated by 30 percent of your clients.
The other 70 percent of customers that generate the other 30 percent of revenue are simply less engaged.
Lesson If you are able to manage and retain your partners they will invest more in
AIESEC and they will recommend you to other
organisations.
Pre selling Selling Delivery
Retention of
Partners
Partnership Management Flow
The retention of partners depends on the satisfaction of entire process
Improve Converging Rate----From sales offer to sales hits----
Re-raising and Upscaling Strategy
• Demand analysis: Identity with your partners where is the organisation is going in the next year and what will their needs be. Ask them how can AIESEC be part of their strategy.
• Quarterly report: Create a report every quarter, every semester or on a yearly basis depending on the services/products delivered.
• Quarterly meeting: Have a quarterly meeting with your partners so you can discuss constantly how can we improve our services.
Pre selling Selling Delivery Retention
of Partners
• Partner involvement: Involve your partners in you national and local initiatives.
• Create champions! Make sure that you engage more people in the organisation.
• Recognition: Recognise their support to AIESEC.
Pre selling Selling Delivery Retention
of Partners
Management implication:-Identify key accounts and set target for re-raising and up-scaling per account-National/local HR for partner management and up-scaling-Account management system-Local office knowledge and practice in retaining and upscaling partnership
Improve Converging Rate----From sales offer to sales hits----
SALES TRIAL is the process of approaching potential customers to sell the product.
SALES OFFER is when customers are interested and committed to follow up.SALES HITS is when the sales is closed and contract is signed.
Sales Stage
• Improve sales trial(sales intensity)• Improve converging rate from sales trial to sales
offer • Improve converging rate from sales offer to close
deal
How to Drive Sales Growth
Thank You