Date post: | 31-Mar-2015 |
Category: |
Documents |
Upload: | talon-holiman |
View: | 217 times |
Download: | 1 times |
Sales on the Move Niels van der Putten
September 2012
© 2012 BearingPoint 2Sales on the Move
Products and portfolios become more complex due to complex customer needs
One person cannot sell everything and needs to involve experts to get a deal
More consultative selling required to become a trusted business partner
Companies become more complex and organizational matrices put a strain on the coordination of the sales force effort and customer dialogue
Sales needs to align with other departments to provide full service
More partners/ alliances are involved in the selling process
There is so much data and reports available that they are often ignored
Sales force environment is increasingly complex
This Point of View focuses on how Sales Reps can be supported in bringing the right message with the biggest impact to the market
Our sales forces are faced with an increasing challenging commercial environment with many factors influencing the customer dialogues
© 2012 BearingPoint 3Sales on the Move
Sales reps are less customer focused due to internal alignment of the customer dialogue
SalesManager
‘Your visit frequency is too low. Step up on your visits’
Commercial Analytics
‘We found a new segment. Can you develop it?’
MarketingManager
‘You need to get more exposure for this campaign’
ProductManagers
‘Tell you customers about this new feature!’
Customer Services
‘Your customer has called a lot with issues lately’. Can you check?’
Sales Reps
‘Can you fill in for me? I am home sick’
Sales reps are often the primary contact with your customer base and everyone wants a piece of their conversation. Instead of focusing on the customer, the rep is focused internal alignment
Sales Rep
Customer
© 2012 BearingPoint 4Sales on the Move
Reps should be in the field talking to customer with relevant dialogues
Sales reps are very capable of steering the dialogue in the direction that yields most results. It is their job. What they need is a way to drive an engaging dialogue that fits the occasion of the customer meeting
Campaigns
Previousvisits
Eventinvitations
Advice
Orderintake
ProposalsContracts
Surveys
Quotas
Issues &questions
Productintros
Analytics
© 2012 BearingPoint 5Sales on the Move
Mobile solutions offer distinctive advantages to make the most of sales forces’ time in the field
Actionable Analytics
On the road analytics
Driving sales activities
Providing focus on optimal results
Trend analysis keeps rep on long term targets
Engaging Interactions
Interactive customer dialogues
Multi-media marketing collaterals
Easy product configurators and proposal generators
Automatic sales visit admin
Sales Enablement
Visual route & visit planning
Tailored interactive training modules
Chat functions for corporate social communities
Easy sharing of documents
Easy to use tool supports Sales in their daily work. Interactive, multimedia tooling supports engaging customer dialogues. An enabled, independent sales force needs less steering and control mechanisms to achieve results
‘How can I engage my customer?’
‘What can I do more?’
‘What should I do?’
1 2 3
© 2012 BearingPoint 6Sales on the Move
Scope of key functionality Mobile Sales
Sales Quota Analysis
Lead Opportunity Management
Micro Segment Whitespace
Analytics
Prospecting Analytics
Dialogue Builder
Advice Tool
Product Configurator &
Proposal Generator
Campaign Management
Cross-functional Service
Customer Profiling
Contract Management
Training
Activity Management
Collaboration
Actionable Analytics Engaging Interactions Sales Enablement1 2 3
© 2012 BearingPoint 7Sales on the Move
Actionable Analytics: Sales force steer themselves to the optimum result
While on the move a rep can use easy to interpret analytics to drive his efforts to the optimal result. The analytics provide the tools to help a sales rep to make the right decisions
ReportsReports
Win/Loss Ratio:“I am winning far more deals than
losing and the trend is up!”
Reports
“I need to focus more on following
up my leads to keep a healthy pipeline”
“Two of my open opportunities have
not changed for over a week?!”
Pipeline Value:“Wow, not good! I need to focus on lead generation
quickly!
1
© 2012 BearingPoint 8Sales on the Move
Central coordination can develop flexible, best-of-breed apps/tools of which the rep always has the latest content available. The rep can modularly use these tools to the advantage of each customer visit
Engaging Interactions: Sales force have access to the relevant tools to engage their customer
Customer Surveys
Marketing collaterals
Campaigns
Proposal configurator
Product Introductions
‘This gives me an easy, interactive and attractive
support before, during and after a customer visit!’
Interactive mobile
tool(box)
Sales selects relevant support
Central coordination & development
2
© 2012 BearingPoint 9Sales on the Move
Sales Enablement: make the most of a day in the field
Between visits the rep can make use of the mobile tool to make the most of a day. The easy interaction makes even menial tasks more fun
‘Where are my customers and
prospects? What is my optimal route?’
‘What is there to know about my
customer?’
Academy
‘How can I improve my skills?’
- EXAMPLES -Route & visit planning Training Academy
Academy
Customer profiling
‘Many apps from the app store are easy to use to my
advantage ’
Flexible out-of-the-box apps
3
© 2012 BearingPoint 10Sales on the Move
Customer messages are centrally prepared and easily distributed to the sales force with quick feedback loops of each follow-up
Relevant customer dialogues: Sales rep have powerful tools to add so much more to a customer visit
Consistent branding and interactive dialogues through centralized marketing collaterals
Via gamification a sales force can be motivated to do menial tasks like customer data updates
Flexible CRM App infrastructure; easily updated/changed following market changes and new customer needs
Tablets are easy to use on the road with quick access, interface and long battery life
Key conclusions of using mobile tools
Tablets enables a company to provide their sales force with new differentiating, interactive and engaging tools to make a customer visit more relevant
Tablets and interactive apps provide a distinct advantage for a sales forces to provide engaging dialogues with their customers
© 2012 BearingPoint 11Sales on the Move
Mobile Sales Round Table
© 2012 BearingPoint
Mobile Sales and industry relevance
12
Industry Relevance Example Companies
Insurance Intermediary B2B Improved interaction and control with intermediaries: full scope of Mobile Sales functionality is relevant
Reaal, ACHMEA, Aegon, NN, ING, Meeus
Insurance Intermediary B2C Mobile sales can be used by insurance company to provide added value for Intermediaries: almost full scope of functionality is relevant All larger Insurance intermediaries
B2B Banking SMB Bankers benefit from Analytics, Dialogue builder, Advice tool, Product configurator, Customer Profiling and Contract Mgt All banks
Private Banking Main benefit is in Engaging interactions (Dialogue Builder, Advice Tool) and somewhat in Analytics Van Lanschot, Deutsche Bank
Electronics & High Tech Full scope of Mobile Sales functionality is relevant: specifically product configurator
Siemens, Philips, Cisco, ASML, FEI Company
Telecom B2B Mainly for SMB: full scope of Mobile Sales functionality is relevant, for LE relevance for Engaging interactions
KPN, UPC, Belgacom, Telenet, ZIGGO, Vodafone
FMCG Food & beverage Full scope of Mobile Sales functionality is relevant Heineken, Friesland Campina, Refresco, Nestle, Douwe Egberts,
© 2012 BearingPoint
Mobile Sales and industry relevance
13
Industry Relevance Example Companies
Life & material sciences
Full scope of Mobile Sales functionality is relevant: specifically Analytics, Dialogue Builder, Advice Tool, Product Info, Campaigns, Activity Management Novartis, DSM, GSK,
ChemicalsFull scope of Mobile Sales functionality is relevant: specifically Analytics, Dialogue Builder, Advice Tool, Product Info, Campaigns, Activity Management
Bayer, BASF, Celanese, Ciba, Degussa, AkzoNobel
Utilities Main relevance for Engaging Interactions NUON, Delta, Essent
Industry & Manufacturing
Full scope of Mobile Sales functionality is relevant: specifically Analytics, Dialogue Builder, Advice Tool, Product Info and Proposal Generator, Activity and Contract Management Corus, CRH
Food industryFull scope of Mobile Sales functionality is relevant: specifically Analytics, Dialogue Builder, Advice Tool, Product Info and Proposal Generator, Activity and Contract Management
Numico, Refresco
Automotive Main relevance for Engaging Interactions PON, Kroymans, OEMs: Louwman & Parquis, Peugot,
© 2012 BearingPoint
Proposed Agenda for Round Table
14
TIME TOPIC Lead OBJECTIVES
TBD 1. Introduction/ Welcome BE Objectives, rationale, participants
TBD 2. The world of Apple AppleTBD: the world of Apple and relation with Sales. E.g. case study of Apple devices and technology in sales execution
TBD 3. Mobile Sales Business Transformations BE World of mobile sales: BE Vision
Mobile sales organizational transformation
4. Mobile Sales Technical Implementations Xaton TBD Mobile Sales: Technical implications
Mobile Sales APPS: trends, opportunities and challenges
© 2012 BearingPoint 15Sales on the Move
To get there...
…Together.