10_b2b solution sales
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B2B Solution Sales
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From Products to Solutions
Many companies, especially smaller ones, start bydeveloping a product to replace an existing product.This is the building-a-better-mousetrap mentality.
Many companies also think that the best way to wincustomers is to develop a superior product andcontinually work to make it better.
In other words, they start with the product & servicesfirst and consider customer relations as anafterthought.
This is an error in thinking! A better approach is to understand the customer by
mapping out experiences.
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Customer Experience Approach
Recent research discovered that only 8% of customersthink that their experience with their vendors weresuperior, whereas 80% of vendors think that theydelivered a superior one.
This research points out an obvious disconnect.
By focusing on core products instead of understandingthe customers experience, many companies lose theircustomer and never know why.
Also, by not understanding the customer, companies losean opportunity to create value and cement relationships.
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Customer Experience Maps
One way to understand the customer better is toMap out experiences at various touchpoints.
Touchpoints are spots where a seller has direct or
indirect contact with the customer about the productor service over time.
The map points out what is most important in the
seller/customers experience.
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Ultimate Goal of Experience Map
The ultimate goal of an Experience Map is to identify:
1. The value that customers place on different levels ofperformance for each element of the experience.
2. The customers minimal expectations for each
element.
3. The customers perception of the firms performanceversus that of key competitors.
Once the map is developed, the next step is to meetwith the customer and pare down the list to the mostcritical issues.
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Customer Experience Life Cycle MapThe First Step in Understanding a Customers Experience is to Develop a Life Cycle Map
A representative set of customer-company interactions
Relationship
initiation
The company
exposes the
customer to its
marketingmessage
The customer
seeks relevant
information
Provider
evaluation
The customer
gets initial
price and lead-
time quotes
The customer
puts out an
RFP
The customer
evaluates
providers and
negotiates
terms and
pricing
The customer
selects the
provider
Account
setup
The customer
obtains
materials for
account setup
The customer
provides
account profile
information
The company
confirms setup
and activation
The company
performs
courtesy
follow-up
The customer
requests
product
information
Account
maintenance
The customer
maintains
profile
information
The customer
maintains
supplies
The company
provides
general
support (not
related to
problems)
The customer
obtains
ongoing price
quotes
Payment
The
customer
receives and
validates theinvoice
The
customer
makes the
payment
Problem
resolution
The
customer
files a claim
and obtainsresolution
The
customer
notifies the
company of a
problem and
obtains
resolution
The
customer
seeks an
invoice
adjustment
and obtains
resolution
Product
reception
and use
The
customer
tracks order
status
The company
and the
customer
arrange the
final delivery
terms
The
customer
receives and
inspects the
product
The
customer
refuses or
accepts the
product
Order
placement
The customer
selects the
product
The customer
places the
order (fills out
the order form
The customer
prepares
specialty
documents
when required
(for example,
for rush
delivery)
The company
and the
customer
arrange initial
delivery terms
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Product- to a Solution-Centered Approach
Dont start with product first. Instead, start withunderstanding the customers problem and end withproducts and services that solve that problem.
The exchange should not be transaction-based butrather be an interactive exchange with the objective
of developing a relationship around co-creatingvalue with the customer.
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From a Product to a Solutions Perspective
Product Perspective Solutions Perspective
ValueProposition
Win by creating innovativeproducts and enrichingfeatures of existing products
Win by creating and deliveringsuperior customer solutions
ValueCreation Value is created by the firm Value is co-created by the customerand the firm
DesigningOfferings
Start with the product orservice, and then targetcustomer segments
Start with the customer problem,and then assemble requiredproducts and services to solve theproblem
Company-CustomerRelationship
Transaction-based Interaction-based and centered onthe co-creation of solutions
Focus onQuality
Quality of internal processesand company offerings
Quality of customer-firminteractions
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Determine Unique Capabilities
Before developing solutions, B2B firms must:1. Define their own capabilities
2. Figure out how to use them to help customers to:
a. Reduce costs, Value Engineering
b. Increase responsiveness
c. Improve quality
d. Maybe even contract to do some of the work
Products provide the platform for the deliveryof services.
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Do Service Transition Strategies Pay Off?
To improve competitiveness many firms add services totheir existing product offerings to make1. The firms value offering more unique2. Duplication difficult for rivals3.
Products more valuable to customers thereby enhancing profitability and firm value.
Does it pay off?1. Confirmation comes when firms that add services see
an increase in sales from 20 30%.
2.Adding services is more effective for firms that relatethe service to their core products.
3.Adding services is effective in turbulent or slowgrowth industries, but counterproductive in stable or
high growth industries.
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Benefits of Solution Marketing
It offers:
1. New avenues of growth
2. New ways to differentiate
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Growth Opportunities (continued)
Lets assume we have a great product that does the job.What else can we do to gain more share- of-wallet?
Solutions marketing forces us to ask the question,What other services can we provide to our customers
that could solve related problems?
Example: Deere & Co. provides health insurance andbanking in addition to farm equipment.
What if Deere & Co. provided GPS to automaticallysteer their new combine or added biosensors to test theearths mineral content?
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Service Solutions FacilitatesDifferentiation
Business marketers who emphasize solutionssustain differentiation because solutions offer a
wider variety of services that can be customized tomeet customers unique needs.
By co-creating solutions, business marketersenhance loyalty resulting in the customer creating
barriers for competition.
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