sales for non salesmen
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These materials can be reproduced only with official approval from Rocket Builders. Entire contents © 2003 by Rocket Builders Canada Limited. All rights reserved.
Sales for Non Salesmen
UBC Sept 25 2003 Vancouver BC
23-04-19 Sales for Non Salesmen Rocket Builders
We are experts in:• building revenue through proven sales methodologies
• building market capabilities through partnering programs
• building processes that lead to winning products
Rocket Builders is a consulting group focused on helping technology companies identify and capitalize on market opportunities.
These materials can be reproduced only with official approval from Rocket Builders. Entire contents © 2003 by Rocket Builders Canada Limited. All rights reserved.
Better Sales. Better Partners.Better Products
23-04-19 Sales for Non Salesmen Rocket Builders
Agenda Face to face selling is changing A process is needed The cost of not having a process Sales models
Traditional.Leveragable.
Closing. References.
23-04-19 Sales for Non Salesmen Rocket Builders
23-04-19 Sales for Non Salesmen Rocket Builders
F2F sales have changed
Geoffrey Moore calls this the leaky pipe era.
It will be easier to sell products/solutions to solve or patch critical “leaks” in a system
It will become more difficult to sell major overhauls to systems
23-04-19 Sales for Non Salesmen Rocket Builders
How the Moore model worksMarketing drives a meeting wrto a
critical pain point.e.g Computer Associates TV commercial
Your evidence supports your solution.Earn your meeting at a top level.Use the referral path.Concentrate on the top five deals.
23-04-19 Sales for Non Salesmen Rocket Builders
It is based on a process.Define project objectives.Define a ‘best practice’ process.Define desired outcomes.Given the process and outcomes,
detail the necessary activities to get needed results.
Because you have fewer resources these days, you work with the end in mind!
23-04-19 Sales for Non Salesmen Rocket Builders
The Top Sins of Selling ( Selbie 2001)
Calling at non-decision making levels. How often do your sales people meet
with senior management within your customer’s organization?
A belief that it's a "closing problem", when it's always a "qualifying problem".Why do twenty percent of the sales
people in the world make eighty percent of the commissions available?
23-04-19 Sales for Non Salesmen Rocket Builders
Failure by the sales force to follow a consistent sales process.How accurate are your sales force's
revenue forecasts through the years?The premature proposal trap.
What is the fastest way to get rid of a sales person? (Ask for a proposal.)
Not having a documented sales plan with measurable goals and objectivesHow confident are you in your
existing documented sales plan?
23-04-19 Sales for Non Salesmen Rocket Builders
Failure to utilize the most effective sales weapon you have- your existing customers.How many letters of reference from
existing customers do you have on file?Thinking that “software” alone will
correct an inconsistent or ineffective sales process. When has software corrected bad
accounting practices?
23-04-19 Sales for Non Salesmen Rocket Builders
The cost of not having a process.
Revenue Staircase
MARKET POSITIONING
MARKET DEVELOPMENT
SALES CAMPAIGNS
SALES MANAGEMENT
Time
$
23-04-19 Sales for Non Salesmen Rocket Builders
Traditional Sales Model
1. Direct2. Manufacturers Rep. 3. Distributors4. And/or In-house Support
Engineer.
“Put more men on the job!”
23-04-19 Sales for Non Salesmen Rocket Builders
Leveragable Sales Models
1. OEM.2. Customer as salesman.3. 100% partner sales.4. Direct Internet.5. Product as salesman.
23-04-19 Sales for Non Salesmen Rocket Builders
Leveragable Sales Models (cont)
6. Co-Marketing 7. Partnering on markets8. Contra 9. Remote selling tools10.Use your Specialist11.Websales
23-04-19 Sales for Non Salesmen Rocket Builders
Leveragable Sales Models (cont)
12.Target lighthouse accounts 13.Leverage the tradeshow 14.Use your customers 15.Use your small size 16.Free trial (dying)
23-04-19 Sales for Non Salesmen Rocket Builders
OEM deals
1. They put their name on it.(White box.)
2. You build and license it to them.
23-04-19 Sales for Non Salesmen Rocket Builders
The OEM SaleWhy do it?
Revenue.Validate your product with market
leaders.Gain insight into a new (for you)
market.You may not be ready to directly
enter this market.
23-04-19 Sales for Non Salesmen Rocket Builders
The OEM partner
What’s in it for them?Product not a strategic build, but
whole product sale needs it.You are faster, cheaper and
better at building it.Buying frees their people to work
on higher value tasks.
23-04-19 Sales for Non Salesmen Rocket Builders
Is OEM for you?
Cash flow to survive the 18 month Valley of Death.
Sales revenue will be lost if their product does not have this.
Marketing drives sales such that your product will be spec’d in by their Product Manager
23-04-19 Sales for Non Salesmen Rocket Builders
OEM Service and Support?Sales effort can be less than direct.Revenues increase as you add
professional services.Your support drives OEM product
adoption rate:Satisfaction is up.Rejection rates are down.Revenues accrue earlier.
23-04-19 Sales for Non Salesmen Rocket Builders
Rocket Builders Rules for OEM sales
1 in 20 deals survives and works.It’s work the big partner does not
want to do.You do all the dirty, difficult work.They make the most money.
23-04-19 Sales for Non Salesmen Rocket Builders
Dell model.Customer tells you what they
want to buy.Simple, configurable – a tough
business.Drive to operational excellence.
Customer as Salesman
23-04-19 Sales for Non Salesmen Rocket Builders
100% selling through Partners
YKK model.Patent on locking zipperNo manufacturing, license only
Be the gorilla.Have the critical mass.
23-04-19 Sales for Non Salesmen Rocket Builders
Direct (Internet) Marketing
Internet spam is an example.E.g. Mini webcam.Lots of documentation on how to
do.Strong Simple Value Proposition. Handle with telesales.
23-04-19 Sales for Non Salesmen Rocket Builders
Product as SalesmenQuicktax
If you want to access this feature – upgrade.
Activestate – “free” product until it is in a commercial release.
Pilot projects that give a daily indicator of the ROI.
23-04-19 Sales for Non Salesmen Rocket Builders
Co-Marketing OneFind companies with
complimentary products or services that need information /leads from the same target market. Eg. If two customers shared the
same resource, you could do market research sales for both.
23-04-19 Sales for Non Salesmen Rocket Builders
Co-Marketing TwoDevelop alliances/partnerships
where each company represents the other in business development efforts in the same market. You may share channels, business
development and or complimentary products.
23-04-19 Sales for Non Salesmen Rocket Builders
ContraThe exchange of services or
products that mutually benefit both companies.Once the domain of large distributors,
it is not always a monetary exchange.
23-04-19 Sales for Non Salesmen Rocket Builders
Use your Technical SpecialistThis obtains trust at the technical
level and work as you move to the 2nd and 3rd level of the sale.
We call this the service manager sale
23-04-19 Sales for Non Salesmen Rocket Builders
Websales You need to touch each customer nine
times before they say yes Use products to facilitate demos,
conference calls and product walkthoughs Placeware, Webex, Genesys, Netmeeting. for
demos Tagline for conference calls Hidden pages on your website for customer
presentations
23-04-19 Sales for Non Salesmen Rocket Builders
Target Lighthouse accountsPure Geoffrey Moore
Looking for validation and proofClients who swing a big influence
stick
23-04-19 Sales for Non Salesmen Rocket Builders
Leverage the tradeshowDo more than just go. Plan to win. You do not always need a booth
23-04-19 Sales for Non Salesmen Rocket Builders
Use your customersHave them help you find new
customersUse them in good and bad timesGo back to the tableReferences, references
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Use your small sizeYou are nimbleThey are talking to the decision
makerThere is no need to waitOutrageous service starts with you
23-04-19 Sales for Non Salesmen Rocket Builders
Free trial (dying)Use the free trial that partly dies
after 90 days method. Eg Protexis or The 2 hr Palm
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23-04-19 Sales for Non Salesmen Rocket Builders
ClosingSurvival requires:
Innovation. Maintenance of unfair
competitive advantage.Operational excellence in your
own house. Climbing the sales margin ladder
with help from others.
23-04-19 Sales for Non Salesmen Rocket Builders
References
Mike Sattterfield. Driving the OEM Deal. R&R March 2002
Wyatt Mullin and Colin McWhinnie, Sales on a Shoestring , R&R May 2003
Geoffrey Moore. March 2003. Acetech 2003.
Clayton Christenson – March 2003. HBS Working Knowledge paper
23-04-19 Sales for Non Salesmen Rocket Builders
Reg Nordman
604-812-7073rnordman@rocketbuilders.com450- 1122 Mainland Ave. Vanc.www.rocketbuilders.com
Better sales , better partners, better products.
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