the more you sell_steve ghareeb
TRANSCRIPT
The more you sell, the more you sell…it starts all over…
again…
A Story of Significantly Increased Revenue and Profit through Optimized Sales and Service Delivery
(… or Innovation in Execution)
steve ghareeb
This is a story of a strategic vision to tactically execute on specific market and customer opportunities for a huge industry, company and customer revenue impact.
…It was magical but it did not happen magically.
Note: The specifics of this conceptual approach detailed here were executed at Ameritech with the company’s largest Financial Information Service Providers and Internet Service Providers from 1994-1997, taking full advantage of the data networking market opportunity. Three of benefiting customers requested the model be shared and implemented across all their telecommunication providers, even going so far as to provide a national forum for purpose of education and sharing.
*
*
1. Price/Quote,
2. Order & Confirmation Process
*
TMYS 4 - Optimized Sales & Service Delivery
This is a recurring cycle that is constantly changing with each evolution or revolution...
*
Leveraging existing prospects and customers for maximum revenue potential and margins is critical
New prospects and customers get the benefits immediately as well
*
*
Market & Industry win
Moves the market and industry forward and drives better offerings and quality of the offerings
End-user customers win
*
*
2. Order & Confirmation Process
Step 1 is everything that takes place up until the moment the prospect/client places their first order (the first real action step). This includes:
Initial contact of any form
Exchange of information and collateral
Pricing and quotes
*
*
& Decision Process
There is so much that happens just to get the game started. Let’s make it work for our market, our prospects & clients and ourselves.
Tailor the offering to the market and the channel
Go back to product, price, place and promotion
Set up pricing strategy, tools, mechanisms, and pricing intervals to make it easy and take the business off the table quickly.
Clarity and simplicity in product specifications, quality, performance, intervals, delivery, all the possible expectation perspectives.
Simplify the credit process
Communicate all the details, this is a two way process
What can be done ahead of time to manage the intervals and the customer experience, through the whole process?
*
*
3. Deliver, Invoice & Collect
1. Pre-Order
Issues and
Decision Process
Step 2 is everything that occurs from the moment the order is placed until just before the actual product or service is delivered. This includes:
The sale is closed - the initial order is placed
A series of events, dates & metrics are associated with everything in the traditional supply chain model
The product/service is prepared for delivery
Confirmation of the order and the delivery/due dates are generated, and hopefully tracked.
The time intervals for all of the above
*
*
Step 2: Order & Confirmation Process
Communication is the key here. It is easy to succeed but just as easy to fail. It is as simple as choosing a path and sticking to it.
Setting up the systems to handle the process
Be prepared to scale and manage exceptions; problems will occur.
Set up the process to collect all the valuable information efficiently and easily.
Use the information to become wiser and improve the product, process, pricing, delivery, any and all expectations.
Track and manage the metrics. Be prepared to share them selectively with clients, vendors and partners.
Make the data/reports easy to interpret and use, both internally and externally.
*
*
3.
1. Pre-Order
Issues and
Decision Process
Step 3 is everything that occurs from the moment the order is delivered until the client is satisfied and has paid in full. This includes:
The actual delivery of the product/service
The experience of receiving the product/service and how well it satisfies the clients needs and expectations.
The invoice is generated, accurately and timely
The client happily pays money due, as agreed upon, when agreed upon, as expected
The time intervals for all of the above
*
*
Step 3: Deliver, Invoice & Collect
The purpose of commerce is to deliver goods and services in exchange for payment. Being gladly paid for an offering and experience that has been delivered well is a great way to do business.
Make it easy, Make it painless, Make is work, Make it a non-event
Deliver the offering as expected
The packaging of the offering includes not only delivery, but meeting expectations, customer support, invoicing and collecting of the money.
Make sure the offering is put into use as quickly as possible so the value and benefits are realized. This is necessary to get referral's, word-of-mouth marketing and repeat orders. It also validates their choice.
Make sure invoices are accurate, timely and initiate payment
*
*
4. Order Follow-up,
1. Pre-Order
Issues and
Decision Process
Step 4 is everything that occurs from the moment the order is paid for until there is consideration to re-order or order more. This includes:
On-going experience with the product/service
Does the value and benefits of the offering show up as real and ongoing for the client?
What can we do better next time?
Are we prepared to sell to this client again?
The time intervals for all of the above
*
*
“Prepare to Complete the Cycle”
What’s next? Aren’t we finished? … not quite. We want the next order and we want it as soon as possible. We also want lots of referrals.
What experience did the client/customer have? Will they remember it and realize the value and benefit of our offering? Is their choice validated?
What can we learn from the last “cycle?”
What can we improve for next “cycle?”
Will the experience be shared? Who else will know?
Can we benefit from this?
Are we ready for the next order and cycle?
How can we help our client and customer more now?
*
*
1. Price/Quote,
*
What’s really occurring behind the curtain?
Want to increase sales and increase margins… for our company, the client and their clients
By preparing organizations (both ours and theirs) to scale and grow through this cycle
By shortening the cycle time on each element
By reducing the cost associated (through process and automation) with each element
*
*
Summary
The magic is created by a team of wizards… really leaders and conductors, all working like crazy behind the curtain.
This includes:
A strategic vision that shapes a tactical implementation
Managing all the metrics as part of the process…putting the hard metrics and the soft stuff together makes all the difference
*
steve ghareeb
Success Stories
The concepts discussed in this presentation are only innovative in how the team collaborated to execute them. The results were exponential revenue gains for each of these three specific market opportunities.
Ameritech-AT&T
Telocity-Hughes DirecTV
GE Motors
*
A Story of Significantly Increased Revenue and Profit through Optimized Sales and Service Delivery
(… or Innovation in Execution)
steve ghareeb
This is a story of a strategic vision to tactically execute on specific market and customer opportunities for a huge industry, company and customer revenue impact.
…It was magical but it did not happen magically.
Note: The specifics of this conceptual approach detailed here were executed at Ameritech with the company’s largest Financial Information Service Providers and Internet Service Providers from 1994-1997, taking full advantage of the data networking market opportunity. Three of benefiting customers requested the model be shared and implemented across all their telecommunication providers, even going so far as to provide a national forum for purpose of education and sharing.
*
*
1. Price/Quote,
2. Order & Confirmation Process
*
TMYS 4 - Optimized Sales & Service Delivery
This is a recurring cycle that is constantly changing with each evolution or revolution...
*
Leveraging existing prospects and customers for maximum revenue potential and margins is critical
New prospects and customers get the benefits immediately as well
*
*
Market & Industry win
Moves the market and industry forward and drives better offerings and quality of the offerings
End-user customers win
*
*
2. Order & Confirmation Process
Step 1 is everything that takes place up until the moment the prospect/client places their first order (the first real action step). This includes:
Initial contact of any form
Exchange of information and collateral
Pricing and quotes
*
*
& Decision Process
There is so much that happens just to get the game started. Let’s make it work for our market, our prospects & clients and ourselves.
Tailor the offering to the market and the channel
Go back to product, price, place and promotion
Set up pricing strategy, tools, mechanisms, and pricing intervals to make it easy and take the business off the table quickly.
Clarity and simplicity in product specifications, quality, performance, intervals, delivery, all the possible expectation perspectives.
Simplify the credit process
Communicate all the details, this is a two way process
What can be done ahead of time to manage the intervals and the customer experience, through the whole process?
*
*
3. Deliver, Invoice & Collect
1. Pre-Order
Issues and
Decision Process
Step 2 is everything that occurs from the moment the order is placed until just before the actual product or service is delivered. This includes:
The sale is closed - the initial order is placed
A series of events, dates & metrics are associated with everything in the traditional supply chain model
The product/service is prepared for delivery
Confirmation of the order and the delivery/due dates are generated, and hopefully tracked.
The time intervals for all of the above
*
*
Step 2: Order & Confirmation Process
Communication is the key here. It is easy to succeed but just as easy to fail. It is as simple as choosing a path and sticking to it.
Setting up the systems to handle the process
Be prepared to scale and manage exceptions; problems will occur.
Set up the process to collect all the valuable information efficiently and easily.
Use the information to become wiser and improve the product, process, pricing, delivery, any and all expectations.
Track and manage the metrics. Be prepared to share them selectively with clients, vendors and partners.
Make the data/reports easy to interpret and use, both internally and externally.
*
*
3.
1. Pre-Order
Issues and
Decision Process
Step 3 is everything that occurs from the moment the order is delivered until the client is satisfied and has paid in full. This includes:
The actual delivery of the product/service
The experience of receiving the product/service and how well it satisfies the clients needs and expectations.
The invoice is generated, accurately and timely
The client happily pays money due, as agreed upon, when agreed upon, as expected
The time intervals for all of the above
*
*
Step 3: Deliver, Invoice & Collect
The purpose of commerce is to deliver goods and services in exchange for payment. Being gladly paid for an offering and experience that has been delivered well is a great way to do business.
Make it easy, Make it painless, Make is work, Make it a non-event
Deliver the offering as expected
The packaging of the offering includes not only delivery, but meeting expectations, customer support, invoicing and collecting of the money.
Make sure the offering is put into use as quickly as possible so the value and benefits are realized. This is necessary to get referral's, word-of-mouth marketing and repeat orders. It also validates their choice.
Make sure invoices are accurate, timely and initiate payment
*
*
4. Order Follow-up,
1. Pre-Order
Issues and
Decision Process
Step 4 is everything that occurs from the moment the order is paid for until there is consideration to re-order or order more. This includes:
On-going experience with the product/service
Does the value and benefits of the offering show up as real and ongoing for the client?
What can we do better next time?
Are we prepared to sell to this client again?
The time intervals for all of the above
*
*
“Prepare to Complete the Cycle”
What’s next? Aren’t we finished? … not quite. We want the next order and we want it as soon as possible. We also want lots of referrals.
What experience did the client/customer have? Will they remember it and realize the value and benefit of our offering? Is their choice validated?
What can we learn from the last “cycle?”
What can we improve for next “cycle?”
Will the experience be shared? Who else will know?
Can we benefit from this?
Are we ready for the next order and cycle?
How can we help our client and customer more now?
*
*
1. Price/Quote,
*
What’s really occurring behind the curtain?
Want to increase sales and increase margins… for our company, the client and their clients
By preparing organizations (both ours and theirs) to scale and grow through this cycle
By shortening the cycle time on each element
By reducing the cost associated (through process and automation) with each element
*
*
Summary
The magic is created by a team of wizards… really leaders and conductors, all working like crazy behind the curtain.
This includes:
A strategic vision that shapes a tactical implementation
Managing all the metrics as part of the process…putting the hard metrics and the soft stuff together makes all the difference
*
steve ghareeb
Success Stories
The concepts discussed in this presentation are only innovative in how the team collaborated to execute them. The results were exponential revenue gains for each of these three specific market opportunities.
Ameritech-AT&T
Telocity-Hughes DirecTV
GE Motors
*