drive sales growth

Drive Sales Growth

SALES TRIAL is the process of approaching potential customers to sell the product.

SALES OFFER is when customers are interested and committed to follow up.SALES HITS is when the sales is closed and contract is signed.

Sales Stage

• Improve sales trial(sales intensity)• Improve converging rate from sales trial to sales

offer • Improve converging rate from sales offer to close

deal

How to Drive Sales Growth

Improve Sales Intensity• HR investment in sales• Effective Sales tracking• Strategy focus on improving sales

intensity in a shorter period of time• Effective sales Incentive• Sales culture

The question is:What will get your people go out to sell?

Invest HR in sales activities

How many sellers do you have?How many performing sellers do you have?Is it supporting you to achieve your goal?

In order to build core-performer capacity, we need to recruit and allocate proper HR in sales activities.

Improve Sales Intensity

Invest HR in sales activitiesValidate your talent plan with back-ward planning

If we need to have 1785 sales call to raise 60 TNs(based on our converging rate) , if the level of intensity you want is 1 member 10 calls a week:--1 member in 6 weeks=60 sales calls.

--1785 sales calls=30 sales

members

If we plan to have 1785 sales call in order to have 60 TN raise, and you have 10 members:

--1785 sales calls for 10 sales

members = 179 calls/member

-- 179 call/member in 6 weeks =

30 calls/week/member


Effective Sales Tracking

Do you know how many sales meeting happening in your LC/country?Do you know how many sales calls/meetings you need to raise a TN?Are you tracking activities or only goal achievement?

Your sales goal is closely linked with sales intensity


Case Study: AIESEC Hong Kong Sales GrowthStarting to break down and track sales goal with LCVP is a big reason of their growth in Spring 2013. It pushes sales activities and allows MCVP to provide consultancy and feedbacks in time.


Effective Sales Tracking

Break down your sales goal:

1/14 is the average rate from sales call to a company meeting1/6 is the rate from company meeting to a close deal.Meaning:In order to have 10 RA you need to do ___ meetings and ___ calls

60840


• The sales pipeline is a micro-management toolkit for internal usage among all LCs.

• All members are evaluated on their performance through the record of sales pipeline measurement on starting from coldcalls to deals

• Effective Sales GCPs are captured and shared through the national plenary

Improve Sales IntensityCase Study: AIESEC Hong Kong Sales Growth

Weekly Phone call and email checking on important aspects, including:• Sales Pipeline and volume of sales within

LCs• High potential partners and coaching on

key account management• Assistance on current matching forms and

keep track on visa application situation

Improve Sales IntensityCase Study: AIESEC Hong Kong Sales Growth

Strategy to drives sales intensity in shorter period of time

GIP has very long timeline and each stage takes time. Membership needs milestone where they can see a finishing line. Short term sales challenge or campaign is a common solution in the network to drive sales intensity in 6—8 weeks. Usually if managed well, it boosts excitement among membership and lead to higher commitment and sales growth in 6-8 weeks.


Case study: AIESEC Russia Sales Growth


AIESEC Russia is very clear where is their battle(Education sector) all the time. They designed raising campaign in sales peak to motivate membership and to improve sales result. Focus and intense sales efforts lead to 100% sales growth of AIESEC Russia.Key of implementation: Sales update with point system every 2 days

Case study: AIESEC Canada Sales Growth


Starting from 2011, AIESEC Canada was able to double their sales activities. The key of success is to break one year calendar into periodic sales campaign, create sales excitement and recognize sellers in time.Key of implementation:• Sales force to track sales activities on time• Effective incentive system associated with

campaigns• Sales education supports the campaign

Effective Sales Incentive System

Right incentive can drive right behavior and boost sales activities. However, it is important to be aware that incentive should be customized to best fit the target audience. In general, the sales incentive should be different for starters, core formers and star sellers.


Case study: AIESEC Czech Republic Sales Incentive

Sales Killer in Czech Republic is a clear example of incentive for core-performers. Everyone can be a sales killer! And it is so cool to be a sales killer. They get recognition at national level (MC wall of fame, newsletter, Coca-Cola jersey, books, company shadowing etc)Result: 129% growth in raise, 311 meetings(60% growth)


AIESEC Brazil divide sellers into Junior seller, pleno seller, senior sellers. Sellers can overcome challenge and be upgraded to next level sellers if they fulfill certain criteria. MC Brazil connects the criteria with sales intensity, re-raising strategies, product and market strategy. Moreover, they provide different training and empowerment for different level sellers! The concept is simple, fun and strategic at same time. In last months, AIESEC Brazil successfully created tons of sales excitement and they achieved more than 100% growth.

Case study: AIESEC Brazil Sales Incentive

Junior

Seller

Sales education I

12 sales meeting

per month

Minimum 2 raises

Pleno

Seller

Sales education II

20 sales meeting

Minimum 6 raises during

seller experience

Track Account manager

3 re-raises or account

expansion

Senior Seller

Sales education III

25 sales meeting per

month

Minimun 12 raises/partn

ers during seller

experienceSell more than one

product to same

customer

Achieve 6 raises

through sales team

Participation in

corporative events

Sales Culture

Culture is the story that people tell in the organization. To drive sales, people should talk about sales, get excited for achievement and progress of sales, have role-models in sales. Every strategy we implement and every conversation we facilitate shape the culture of the organization.


Case study: AIESEC Germany Sales GrowthFrom Mar to Jun, AIESEC Germany witnessed outstanding growth in sales. The main reasons are:

• Recruitment for Sellers• Project to increase sales intensity• Sales education• Sales incentive


Selection Incentives

Education Intensity

CAPACITY ACTIVITY

Youth Talent Social Sales

A TXP PACKAGE SPECIFICALLY CREATED TO RECRUIT SELLERS

TO CREATE PIPELINE FOR FUTURE SALES TALENT

TO CREATE A CULTURE OF SALES IN THE ORGANIZATION


Education Intensity

CAPACITY ACTIVITY

Global Talent Spring Sales

A CAMPAIGN BASED ON BOTTOM UP COMMITMENTS, FOCUSING ON DIRECTLY VISIBLE BEHAVIOR (CALLS, MEETINGS)

TO GROW GIP SALES IN THE WIDE MAJORITY OF OUR LCS

TO LAY THE FOUNDATION FOR THE FUTURE OF WAVE-BASED SALES≈≈


Education Intensity

CAPACITY ACTIVITY

Sales Trainer Education

TRAININGS TO SPECIFICALLY PREPARE GOOD SELLERS TO EDUCATE OTHERS

TO INCREASE THE QUALITY AND QUANTITY OF OUR SALES EDUCATION

TO ESTABLISH A CULTURE OF SALES IN EVERY LC OF GERMANY


Education Intensity

CAPACITY ACTIVITY

Sales Conference „Sellebrations“

A CONFERENCE ONLY FOR OUR TOP SELLERS (1 PER LC)

TO MOTIVATE, EDUCATE AND COMMIT OUR TOP SELLERS

TO DRIVE COMPETITION TO BECOME TOP SELLER

Spring Sales Award for Winning

• 6 members invited to the special Deutsche Post DHL Event• 8th of August 2013• Deep inside about DP DHL‘s Strategy 2015• Travel costs covered by MC (80€/person)

• Meet current AIESEC interns @ DP DHL• Presentations from Top-Level Speakers• DP DHL‘s elite event for future leaders

Improve Converging Rate

• Clear marketing positioning• Product and market knowledge of sellers• Effective sales education• Proactively use resources to sell

----From Sales Trial to Sales Offer----

Clear Market Positioning

The aim of marketing is to know and understand the customer so well the product or service fits him and sell itself. Choosing the right battle increases the success rate of sales significantly.

3 ways to find right market:-Evaluate previous successful cases and conduct partner interview-Competitor research and analysis-Study other AIESEC entities’ cases(especially those who share similar external reality.

Improve Converging Rate----From Sales Trial to Sales Offer----

Product and Market Knowledge

The chances of getting customers interested increase with the better understanding of product among membership. If our sellers understand the real benefits of our product and how that fits for the customers, if they are able to speak in customers’ language of those benefits, it should not be difficult to converge sales trial to sales offer.


Product and market knowledge-Provide sales tool for each sub product-Conduct education for product and market

Our members should know for targeting market and sub product,-Our product benefits-Our sample JD-Our supply capacity-Our timeline of delivery-Successful case of the product in the market


Product and Market KnowledgeThe key questions to answer:•Which kind of GIP talents we can provide?•Why customer will buy AIESEC GIP interns?


AIESEC provides 16 types of interns.

There are 121 detailed backgrounds

Advertising + Public Relations Brand & Trademark Management Consumer + Buyer Behavior Customer Relationship Management Import & Export International Marketing Introductory Marketing Market Research & Evaluation Product Planning, Development & Control Retail + Sales Marketing

Marketing

Example:

Our ability of offering different product varies

Go to GIP Wiki to learn more of each product:http://www.myaiesec.net/content/viewwiki.do?contentid=10240085



Use customer research output as basis of market knowledge education -Evaluate previous successful cases and conduct partner interview-Competitor research and analysis-Study other AIESEC entities’ cases(especially those who share similar external reality.

Effective sales education


Principle 1:70% Practice+20% Feedback+10% TrainingPrinciple 2: 70% Product/Market knowledge+30% soft sales skills

We easily blame lack of sales education as reason for low sales performance. However, the key is usually how we educate our sellers.

Case study: AIESEC Taiwan Sales Growth with quality salesIn order to improve quality of sales activities, AIESEC Taiwan evolve their sales education to be more practical and effective. They use company meeting report, TN case case report and GIP book to improve the knowledge of their sellers. The quality of basic sales activities are significantly improved.


Company meeting report

Count meeting number as performance Every meeting require a report Every one is able check every meeting record on-line Include the asked question, problem, how to get the meeting, and meeting result

TN case report

Every new raise require a report Update the report when Realize Include Raise success factor, learning

point, EP profile, cooperation update Every one can check all the reports

and make it to GCP easily.

SOP Book• Small GIP book for all ICX-GIP• Set up a SOP for ICX-GIP process• Include SOP, reference, and basic education in

it• Save time from repeating same thing and put

focus high value activity

Proactively use resources to sell


LinkedIn

Partners

BoA

Other Organizations

Alumni

http://www.myaiesec.net/content/viewwiki.do?contentid=10258666#show


Use LinkedIn in Sales

Product Awareness

Platform

Raise TN

from Alum

ni

Connect

resources

through

Alumni

Alumni


Use Alumni in Sales

Global Alumni TN raise channel: aiesec.org/alumni


Use Alumni in SalesGlobal campaign to drive Alumni TN raise

To close a deal, it needs certain experiences, skills and personality. There are people who have better sales talent than others.• Star Sellers Strategy• Recruit and retain sales talents• Re-raise and upscale existing partnership

Improve Converging Rate----From sales offer to sales hits----

Star Sellers StrategyThere are people who are proved to be good in sales.

Tip 1: Let your star sellers always stay in sales frontline.Tip 2: Bring your Star Sellers to your potential clients to support closing deal.Tip 3: Coach and train your Star Sellers to be even better.


Case study: AIESEC MoC Sales Growth

In AIESEC Mainland of China, they design sales team challenge for potential sales stars. In summer 2012, they bring sellers to a brand new market-Qingdao. Sales stars live together and work full time for 1 month. They work for same team purpose and eventually this team of 6 people raised 60 TN forms.

Result 6 weeks:1500 Calls; 50 Company meetings20 Networking events participation60 Forms oral raised with 20 TN takers


Case study: NAFTA GIP Summit

In NAFTA region, they work together to build sales culture, sales capacity and to utilize the economy connection in the region. Their target audience is top sales in the region.

Criteria of participants:Sellers who at least raised one TN.


Case study: MC Coaching Star Sales in Czech Republic


In AIESEC Czech Republic, the brand for STAR sellers is Sales Killers. MC VP personally coaches the Sales Killers and support them in company meeting and other selling activities.

The brand Minimum criteria –2 meetings/week + 1 RA/sales wave 5 sales waves in half a year

Recruit and Retain Sales Talent


1.. What makes a good sales?-Competency building based on your reality: Interview 10-15 your top sellers in the history. Recruit someone like them.Key words:• Goal orientation• Big picture combined with ability to get things

done/executer• Emotional Intelligence and empathy (to be able to put

themselves in other shoes, to identify emotions in others and to act regardless of emotions)

• Independent and self-driven



2. Design product and development path for sellersWhat does sellers like?Interview 10-15 your top sellers in the history.

Bigger Purpose

Career Path

Recognition

Being listened

Challenges

3. Align talent process to attract, retain and develop sellers

Talent Planning

Talent Marketing

Talent Recruitment

Talent Selection

Talent Allocation

Talent Induction

Talent Education &

TrainingCoaching R&R

Talent Tracking & pipeline

mgmt.

Sellers profile based


Improve Converging Rate

Global Recognition for Top Sales

Two awards: Global Top 30 Sales; National Top 3 SalesDuration of result: Jan-Jun; Jul-DecWhen to recognize: Jul, Jan

http://www.myaiesec.net/content/viewwiki.do?contentid=10254697


Re-raising and Upscaling Strategy


70-30 Rule70 percent of revenue is generated by 30 percent of your clients.

The other 70 percent of customers that generate the other 30 percent of revenue are simply less engaged.

Lesson If you are able to manage and retain your partners they will invest more in

AIESEC and they will recommend you to other

organisations.

Pre selling Selling Delivery

Retention of

Partners

Partnership Management Flow

The retention of partners depends on the satisfaction of entire process


Re-raising and Upscaling Strategy

• Demand analysis: Identity with your partners where is the organisation is going in the next year and what will their needs be. Ask them how can AIESEC be part of their strategy.

• Quarterly report: Create a report every quarter, every semester or on a yearly basis depending on the services/products delivered.

• Quarterly meeting: Have a quarterly meeting with your partners so you can discuss constantly how can we improve our services.

Pre selling Selling Delivery Retention

of Partners

• Partner involvement: Involve your partners in you national and local initiatives.

• Create champions! Make sure that you engage more people in the organisation.

• Recognition: Recognise their support to AIESEC.

Pre selling Selling Delivery Retention

of Partners

Management implication:-Identify key accounts and set target for re-raising and up-scaling per account-National/local HR for partner management and up-scaling-Account management system-Local office knowledge and practice in retaining and upscaling partnership


SALES TRIAL is the process of approaching potential customers to sell the product.

SALES OFFER is when customers are interested and committed to follow up.SALES HITS is when the sales is closed and contract is signed.

Sales Stage

• Improve sales trial(sales intensity)• Improve converging rate from sales trial to sales

offer • Improve converging rate from sales offer to close

deal

How to Drive Sales Growth

Thank You

drive sales growth

Business

sales members

sales offer

sales meeting

sales excitement

sales result

sales stage

sales update

volume of sales