Date post: | 21-Jan-2017 |
Category: |
Internet |
Upload: | stacey-woods |
View: | 663 times |
Download: | 2 times |
©©20142014 PPEPEPPPERIERI LLtd.td. AlAlll rigrighhtsts resereservrved.ed. CoConnfidfidentialential
It’s not magic!How to cleverly use sales campaigns to increase order size and grow your B2B sales
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
What we’ll cover
• How to increase order size andgrow B2B salesThe clever way to manage campaignsin an omni-channel B2B environment
• Customer success storyHow AAB Fashion increased theiraverage order size by 27%
Doing it right4 mistakes to avoid whenplanning B2B sales campaigns
About Pepperi
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
• Launched Pepperi sales platform in 2011• Serving over 1000 customers in more than 60 countries•Directly and via local and global partners
• 250,000+ orders per month, over $5B order value per quarter
Our customers share with us their challenges, motivation and concerns, and provide us with a unique vantage point.
Managing campaigns in an omni-channel environment
1. Choose theright campaign
2. Implement in the chosen channels
3. Measureresults across
channels
• Decide on goals
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
• Choose target retailers• Choose means
1. Choose the right campaign – what is your goal?
Increase order size
Introduce a new product category or new products
Encourage use of self-service solutions
A Sell more of specific products/ “Clear the shelves”
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
B
C Encourage loyalty/ entice new retailers
D
E
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Consider this…what we can learn from Prof. Ariely(An expert on Irrational Human Behavior and author of bestseller Predictably Irrational)
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Goal A: Sell more of specific products / clear inventory
10% discounton items in a group
Buy 3 for the price of 2 10% discount on orders over $1000 of specified products
Product bundles
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Consider this #2 (Prof. Ariely again)
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Goal B: increase order size
-10%
All blue items are 50% off!!!
Classic cross-sell: offer complementing products
Volume discount: discount per quantity of items or total cost of order
Arbitrary discounts:We all love games! Discount all items in a specific color, starting with letter “S”, etc.
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Consider this #3 - Gamification as a tool
Goal C: Encourage loyalty & entice new retailers
Discount first order/ next order
Discount cumulative ordersCustomer
loyalty & acquisition
Reward system – accumulating credits
Offer new channels like self-ordering
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Goal D: Introduce a new product category or new products
New product
introduction
Bundle new product with popular products
Offer special, unusual discounts
Gamification – start a competition between retailers
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Consider this #4 (Prof. Ariely)
Goal E: Encourage self-service channelB2B e-commerce introduces a new opportunity• To lower your order taking costs• To help your sales reps make better use of their time• To help your customers order whenever they want to
To encourage adoption, share the savings withothers• The retailers• Your sales reps
Consider promotions that suit the new channel• Shorter in time• Specific to select products
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Managing campaigns in an omni-channel environment
1. Choose theright campaign
2. Implement in the chosen channels
3. Measureresults across
channels
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Implementation
• Management should set campaigns and have full visibility and control• Sales reps should have all promotions related to a customer in front of them• Customers should be able to see available promotions on self service channelsNote: consistency is key! Make sure campaigns and terms do not contradict
Target Customers
Conditions Channels
Too many options!
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Managing campaigns in an omni-channel environment
1. Choose theright campaign
2. Implement in the chosen channels
3. Measureresults across
channels
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Measure results across channelsMeasure, compare and improve:• Just as we compare sales reps and retailers, we can compare other things:• Discount rates• Promotion types• Length of promotion
How:• Choose your target audience• Arbitrarily choose a smaller “control” group within that target audience• Run your main campaign on the large group and a slightly different one on the smaller group• Compare the results: what have you learned?
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Consider this #5 (Prof. Ariely)
Lee Silverstern, Owner.
How we increasedaverage order size by 27%
About AAB Fashion• Founded in 2001• Australian distributor of cosmetics and hair-care products• Working with 1500 accounts (retailers and distributors) in
Australia• Working with several chains as well as independent retailers
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Growth via ongoing campaigns…and technology• Discounts are great for business• Incentivize customers to buy more• Compete in a difficult market• Win new customers
• Campaigns are the “official” form of discounts. For example:• Bundles• Tiered pricing
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Growth via ongoing campaigns
23 ©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Discounts and promotions – the old way
• Visits retailer• Needs to figure
out what campaigns apply
• Interested in ordering• Not sure of
pricing• Waits for
rep
SALE
S RE
PRE
TAIL
ER
Calls head office to get deal
approved
Negotiates
Waits for order to arrive…Negotiates
Enters orderin system
24©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Using mobile sales automation – the new way
• Visits retailer• Build
relationships with new ones
• Interested in ordering• Looks for
availabledeals
SALE
S RE
PRE
TAIL
ER
Calls head office to get deal
approved
Negotiates
Waits for order to arrive…Negotiates
Enters orderin system
25©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Using mobile sales automation – the new way
• Visits retailer• Build
relationships with new ones
• Interested in ordering• Looks for
availabledeals
SALE
S RE
PRE
TAIL
ER
Orders via self service or from
rep
26©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Using mobile sales automation – summary
27 ©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Pricing, promotions and discounts are known to all• Customers can compare, plan and decide• With all promotions in view, customers are more likely to participate• Sales rep do not need to remember which promotions apply to which
customers• With promotions managed in a system, placing an order is fast and
easy
Results
Average order size
27%
Total B2B sales across channels
38%Number of
orders 18%
28
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Demo: managing smart sales campaigns
29
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential
Don’t forget!4 mistakes to avoid when planning B2B sales campaigns
Offering promotions that are notright for the customer’s business
Revenue cannibalization: aggressive promotions when not required
Not making the most of omni-channel and automation
Not using CRM data: open issues, debts, buying history, best selling
products
©2015 Pepperi Ltd. All rights reserved. Strictly Confidential31
Do you want to increase your order size?Increase your overall B2B sales?Want to see how you can easily
implement, manage, measure and control sales campaigns?
https://www.pepperi.com/request-a-demo/
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential
Thank You!www.pepperi.com
To Contact Pepperi [email protected]