sales plans dceb nov22011

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Sales Planning

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Typical Day

Presume -8 hour day

5 Day Week

42 Week Working Year = 210 days = 1680 POTENTIAL HOURS

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Typical Day

Admin/Quotes, etc = 1 hr.Phone = 1 hr.Lunch = 1 hr.Coffee/Tea = ½ hr.

(probably more) 3½ hrs. x 210 days= 735 hrs.= 44% of Total available

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Miles

• Presume - • 50,000 km per year (average overall 80kmph)• 715 hours (43% of total available)• 90 days• 18 weeks• over 4 months of nothing but driving every year??

87% of our time NOT in front of customers

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Sales Person

Average Cost of Salesperson in Ireland is €120,000

including Salary FuelPAYE/PRSI InsuranceExpenses General Selling

EquipmentBonuses TyresHoliday Pay ServicingCar etc.

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How do you spend your time?

• Target in €• How many customers for this target?• How many visits / walk-ins do you need to create

a new sale?• How many cold calls do you need to make to

arrange these visits?• How are you going to allocate your time?

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Sales Process

• Prospect• Interview• Analyse Needs• Present• Negotiate• Close• Service & Follow-up

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Sales Platform

Marketing Platform

(potential customers who are aware of you)

Working Platform

(contacts who you're developing)

Buying Platform

(current order book)

Target Market

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Platform ExplainedStage Activity Key Indicators

Market PlatformIntroducing products to customers, making sales presentations

Value (€s) of potential businessConversion rate (%) people spoken to, to serious enquiries

Working PlatformMaking firm proposals to customersCustomers deciding

Value (€s) of quotations submittedConversion rate (%) of orders received to quotations submitted

Buying Platform Orders received Production

Value (€s) of work in hand

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Best Business

15 -20 %

15 -20 %

50 % { 50 % {

Without analysis and thoughtful planning, companies will continue to grow, attracting all of its customer segments. Success is often identified as just increased turnover and sales but without any attempt to concentrate on the ‘Ideal Customer’. Sales targets are set and reviewed joyfully when achieved, without due regard to what type of customer has been acquired.

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Best Business Strategically planned growth can achieve the same or greater volume of new business in this far more desirable shape i.e. new business/growth that suits the business better and utilises the resources, attributes and skills of the company to their best. Life is more enjoyable and personal/ corporate objectives more likely to be achieved.

50 %

50 %

15 -20 %

15 -20 %

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Criteria for Best Business

They pay on time

They take standard product

They take delivery when I can deliver

They buy other products

They do business locally

They refer other customers ……...

9

8

4

7

7

4

Criteria Weighting /10

Now… do the same for your business!

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Some Other Criteria

• Volume of business/orders• Margins• Speed of payment• Geographical location• Acceptance of standard -v- off standard product• Demands (The Hassle Factor)• Risk• Strategic Marketing impact• Acceptance of product range• Quality of representation• Their services to subsequent customers

They respect us

Risk Good to

work with

Refer other

s

Volume

Off the

Shelf

Speed of

Payment

Demands

Local Marketing Impa

ct

Repeat

Business

Total

Weighting 8 9 6 10 7 8 9 4 7 4 9 81

Customer A 7 8 4 10 7 8 5 4 6 4 8 71

Customer B 8 7 4 9 5 6 8 2 5 1 6

Customer C 6 9 5 8 7 8 5 4 6 4 8

Customer D 5 6 6 6 6 7 8 4 6 4 7

Customer E 4 4 3 7 5 6 8 2 5 1 6

Customer F 3 5 2 5 7 5 5 4 6 4 8

Customer G 2 3 2 4 6 4 8 4 6 4 7

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The effect of price change

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ProductsA B C D

T S T S T S T S

Clients1

2

3

4

5

6

Told / Sold Mapping

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What can I do immediately?

1. Follow up on all existing leads2. Sell more to existing clients3. Ask for a referral4. Test your script and questioning

techniques

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Role Play

Benefit questions

– You have identified the benefits of your products and your business

– You have prepared questions that will uncover what benefits the customer is looking for… 10mins!

– What does the customer want to gain?– What is the customer afraid to lose?– Now… let’s ask questions that can uncover the

customer’s needs!!– Practice and check to see that you are sincere,

interesting and ‘to the point’…

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Questions

Open questions start with…– What - How– When - Where– Who

Closed questions start with…– Are - Would– Do - Is– Can

(Can you think of more…)

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Models of Selling

Identify Needs

Present

Close10 %

20 %

30 %

40 % Establish Trust

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Cold calling!

Introduce the business

Build trust through a couple of open questions that can also help you to learn about the customer’s needs

Can your offering benefit the customer and create a desire? Use a couple of closed questions that the customer will generally answer ‘yes’ to.

Can you arrange another point of contact.

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Cold calling! (Script)

Introduce the business (Mission Statement)

Build trust through a couple of open questions that can also help you to learn about the customer’s needs (Short, easy to answer)

Can your offering benefit the customer and create a desire? Use a couple of closed questions that the customer will generally answer ‘yes’ to.

Can you arrange another point of contact. (Meeting, Send info – and follow up)

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Cold calling! (Script)

The outcome of a cold call is usually to arrange another point of contact!!

Some business to business sales may take around 6-8 points of contact before a sale is made.

Eg.Establish trust – 1 call, 1 emailIdentify needs – 1 visit, 1 callPresent – 1 visit, 1 call, 1 emailClose – 1 visit

(What is your ROI?)

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The Sales Presentation

The Approach– To gain attention– To simulate interest– Remember your goal

Hold Attention– Pre-call check– How to introduce yourself– Use of name / title– Show interest in him / her– Be courteous, not over friendly

Use Attention Getters– Referrals– Compliments– Mutual interests– Understanding his business– Understand his problems– People like to feel important– Ask questions to get

prospect involved

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SALES ADMINISTRATION / INFORMATION

• Company Literature• Price Lists• Business Cards• Daily Report Sheet• Weekly Advance Plan• Client Profile• Company Information• New Account Information• Sales Call Log• Seasonal Indexes of Sales• Sales Presenter

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Thank you

Contact details: www.gerrymoan.ieemail:

gerry@gerrymoan.ie