PowerPoint Presentation

Strategic Sales Effectiveness Workshop at Exide Industries.Facilitator, Content Creator: Debashish Brahma.Management Consultant, Visiting Faculty, Speaker, Change Management Blogger.

November, 2013

Various Dimensions of B2B Business

What is Business?

Simplifying & Understanding the BusinessProf. Ram Charan Video

Eco System Of Any BusinessCash : cash inflow > cash outflowMargin : any excess of revenue over expenditure. Either increase the revenue or minimize expenditure, healthy margins are the pre requisite for any successful businessVelocity : sales turnover and quick realization of moneyGrowth : identify and target those segments which have got business scalability Customers : they are the person who are not inside our business but drives our business. They decide our top lines as well as bottom lines

Our Product/Solution Approach

Some of our established product lines

Features, Advantages and Benefits Analysis

FeaturesAttractiveness/AdvantagesBenefits

FAB Analysis

An Example of FAB Analysis

Relationship Marketing

A framework for interaction in the buying selling climate

Relationship Structure

GoalsRules

Goals: Relationships form because of a goal or an outcome that each person whishes to achieve.

Structures: Based on two conditions: a) Dominance/Submission b) Warmth/ Hostility

Rules: For a person to make predictions about another persons behavior, rules and regulations must exist that govern action in the relationships.

ProductCustomers

Product

Customer

Value Proposition for The Customers

Value PropositionAvalue propositionis apromiseofvalueto be delivered and a belief from the customer that value will be experienced.

A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.

Developing a value proposition is based on areviewand analysis of thebenefits, cost and value that anorganizationcan deliver to its customers, prospective customers, and othergroups within and outside the organization.

It is also a positioning of value, where Value = Benefits - Cost (cost includesEconomic Risk.)

Steps of Creating Value Propositions

MarketFor which market is the value proposition being created?

Value experience orCustomer Experiencewhat does the market value most? The effectiveness of the value proposition depends on gathering real customer, prospect or employee feedback.

Offering

Which products or services are being offered?

BenefitsWhat are the benefits the market will derive from the product or service?

Alternatives and DifferentiationWhat alternative options does the market have to the product or service?

Proof

What evidence is there to substantiate your value proposition? Check Back and Customer feed back.

The Value Proposition that we make to our customers with Exides solutionsPhysical Benefits :ROI Return on Investment :ROI Return on Impression :Margins :Market Share :Qualitative Increment :Your Cutting Edge :

Example of Value Proposition

Our Major Customers & Target SegmentsAutomobile Infrastructure and ProjectsMiningFMIBSolar Non conventional source of energyTelecomPower

Automotive Market of India Both Nationals and multinationals

Two wheelers market segment

Mining Cap Lamp Business

Government Verticals: Infrastructures & ProjectsTwo Major Verticals Indian Railways and Indian Defense.

Technical Nodal BodiesDRDO and RDSO

Telecom

Power

Traction & Fork Lift Business

Our Selling Process & Customer Buying Process Mapping and the BottlenecksPre Sales :POC Proof of Concept :Passing the proof of concept from the authorized technical nodal bodies :Budget Sanctioning & RFP Generation:Tendering Limited Tender and Open Tender :What are the most common bottlenecks that we find in closing the deal and how and at what stages we can overcome the bottlenecks :

Process Under The Mapping Of Key Accounts & OEM Accounts

Marketing Awareness creation

Interest Incitement

Knowledge Transfer

Lead Generation

SALESQualification Needs Assessment Letter of Understanding Presentation Demo Solution Proposal/technical cheque Production Demo Quotation submission Negotiation Closing

Order Administration Order received/basic checks

Approval cycle

Equipment allocation

Product integration/customization per customer order, testing and packing

Submission of installation call for customer services

Shipping

FinanceInvoicing

Customer SupportUnpacking

Installation of separate stations

Networking of all stations

Application and workflow set- up

Customer training

Acceptance test

FinanceCash Collection

Our internal strengths with which we compete with our customers

Innovation :R & D and Technology :Value Proposition :Post Sales Service :QOS Quality of Service :Cost of Ownership :Cross Sales & Up Sales :How can we enhance our strengths to compete with our customers :

Internal Customers Co-operation for Execution

Internal Customers who are the backbone of our sales process Our R & D :Our Materials Management Department :Our Production & Factory Management :Our Supply Chain & Outbound Logistics :Our Finance & Accounts Department :Our Corporate Marketing :Any Other Internal Departments :How to align our internal customers to benefit the external customers :

Managing & Marketing to Our Internal Customers

Using Time as a Resource

Time ManagementSMART

S Save Time

M Make Time

A Arrange Time

R Ration Time

T Take Time

Familiarization with Latest B2B Techniques and the types of personalities that we face in our customer premises.

How to direct the flow of informationAsk questions so that the customer can steer you through its purchasing processCoach the customers about how to buy and support its throughout process

How to begin the conversationAsk questions about the customers need and look for a hook for your solutionOffer proactive insights about what the customers should doWhen to EngageWhat sort of initial information to gather

What Kind of Company To TargetOrganizations that have clear vision and established demandsAgile organizations that have emerging demands or are in state of fluxWhat need is customer to addressWhat unrecognized need does the customer have ?After the customer have identified a problem the supplier can solveBefore the customer has pinpointed a problemSolution SellingInsight Selling

Target Mobilizers, Not Advocate

Personalities that we face in our customer premisesMobilizers and Advocate

Seven Customer PersonalitiesGo-Getters TeachersSkepticsGuidesFriendsClimbersBlockers

Go-GettersMotivated by organizational improvement and constantly looking for good ideas

Go-Getters champion action around great insights wherever they find them

TeachersPassionate about sharing insights, Teachers are sought out by colleagues for their inputs

They are specially good at persuading others to take a specific coarse of action

SkepticsWay of large, complicated projects, Skeptics push back on almost everything

Even when championing a new idea, they counsel careful, measured implementation

The Mobilzers who can help me closing my dealsGogetters, Skeptics and Teachers

GuidesWilling to share the organizations latest gossip, Guides furnish information thats typically unavailable to the outsiders

FriendsJust as nice as the name suggests, Friends are readily accessible, and will happily help reps network with other stakeholders in the organization

ClimbersFocused primarily on personal gain, Climbers back projects that will raise their own profiles, and they expect to rewarded when those project succeed.

Blockers The Time Waster and we should avoidPerhaps better described as anti-stake holders Blockers are strongly oriented towards the status quo.

They have little interest in outside vendors.

Steps In Sales

SPANCOS- Suspecting

P- Prospecting

A- Approach

N- Negotiate

C- Close

O- Order

SelectionProspect is entered in a list of customers to call.

Prospect is defined as lead.

QualificationProspect has explicitly expressed need for a solution.

Needs Assessment

All questions are submitted to prospect and sufficient answers were obtained to understand the prospects needs in order to move to next step.

Letter Of Understanding. A letter of understanding was sent to the prospect

Presentation

The product was presented to the prospect in general terms (not yet with the prospects own data or jobs)

Solution Proposal And Technical CheckA technical solution was internally suggested. That solution will be the one demonstrated and then put in the quotation.

Production Demo

A demo with a job submitted by the prospect was performed and completed.

Quotation Submission First quotation was sent to customer. We refer here to quotation that is the basis for the negotiation process and not to the pro- forma quotations. That are sometimes sent to customers for their own process (budgeting process, purchase requisition process, etc.)

Negotiation

Prospect has shaken hands to express agreement, or prospect has signed on last quotation submitted.

ClosingProspect has submitted a formal purchase order.

How do we pitch our products & solutions to our new customers as well as existing customer?

Scope of up sales to our existing clients/customers :Scope of cross sales to our existing customers :BANT Analysis for our customers :USP to our new customers :Any other out of the box techniques :

Modern CRM Approaches

Business Process Re-engineering-Dr.M.Hammer

BRP & CRMCore Concepts Of BPR1st Customers.2nd Competitions. 3rd Change.

Why CustomersThey Give The Top Line .They Give The Bottom Line.They Help Us To Create And Co Create.They are the back bone of our business.They are our eyes and ears for ourpresent market and future markets.

Customers Helps Us To Cross Sale.To Up Sale.Silent Advertisements Through WOM.Perception Builders To Outsiders.In Spreading And Receiving The Messages.Increase Our Market Share.Increase Our Profits.To Happy All Our Stake Holders.

The Ultimate Boss

Pamper Them

Co-Create With Them

Repeat Buy

Competition

Sales is a Warfare

Some of Our Major Competitors

Keep Your Friends Close, Keep Your Enemy Closer- Godfather

What are the strengths of our competitors? (Any Two nearest competitors)Innovation : Technology and R & D :Design and Innovation :Battery Life:Their Value Proposition to the market/customers :Value for Money to the customers :Distribution Network and Post Sales Service :Your analysis or any other points about competitors to take note of :What Measures can be taken to outsmart our competitors :

Change

Change for Electric Car Batteries

Reva Electric Cars From Mahindra

How do you propose solutions for Tata Nano EV

We All Change Or Fail

Attributes of an Effective Sales Professional

4 Es Basic attributes of a Sales Professional

Physical Energy with Mental energy Energizer for his collegues, prospects and customersEnthusiasm which is an intergral part of a sales professional to solve the problem of the customersEdge is basically the skill sets and knowledge base required for closing the specific job.

Mental Software of a Sales Person (DSR)

D - Discipline in the Sales Process

S - sincerity in the Sales Process

R Responsibility of a Sales Process