Sparkling Sales Workshop
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Transcript of Sparkling Sales Workshop
© 2012 Roger Harrop Associates www.rogerharrop.com
Staying in the Helicopter® - for sparkling sales growth in
good times or in bad๏aspirations๏disciplines of market leaders๏growth๏winning sales teams๏change
© Roger Harrop Associates 2012
0$
10$
20$
30$
us retail price/gallon
Source: cockeyed.com
coke
gasoline
milk
evian water
budweiser
© Roger Harrop Associates 2012
© Roger Harrop Associates 2012
© Roger Harrop Associates 2012Source:Treacey & Wiersma
operationalexcellence
productleadership
customer intimacy
© Roger Harrop Associates 2012
operationalexcellence
๏ the essence: be the lowest cost provider in the market
© Roger Harrop Associates 2012
๏ optimised supply chain processes
๏ customer receives reliable high speed transactions
๏ “lean and mean” culture where operational efficiency is highly rewarded
operationalexcellence
© Roger Harrop Associates 2012
productleadership
๏ the essence: push the boundaries of the market with innovative products and processes
© Roger Harrop Associates 2012
๏ focus on invention, product development and market exploitation
๏ products and services generate anticipation and excitement among customers
๏ rewards for new product successes and toleration of failures
productleadership
© Roger Harrop Associates 2012
customer intimacy
๏ the essence: develop the relationship with your chosen customers that they most value
© Roger Harrop Associates 2012
๏ focus on identifying customer problems and developing and implementing solutions
๏ empowered customer-facing employees
๏ carefully selected and nurtured clients
customer intimacy
© Roger Harrop Associates 2012
market leader
fast follower
industryaverage
below industryaverage
A B C
A
BCB
AC
customerintimacy
product &process
innovation operational excellence
© Roger Harrop Associates 2012
market leader
fast follower
industryaverage
below industryaverage
customerintimacy
product &process
innovation operational excellence
© Roger Harrop Associates 2012
๏what does the heartbeat of the business say about where the focus and energy is?
๏ have you made a clear choice?๏ are you targetting customer groups who value
this?๏ is the organisation aligned with the strategy?๏ are you always looking to move the
benchmarks upwards?
© Roger Harrop Associates 2012
process
product or service
dissatisfied satisfied delighted
notmet
met
betterthan
at risk
looking
gone
loyal
at risk
looking
advocate
loyal
at risk
© Roger Harrop Associates 2012
die/insolvent1%
move3%
influencedaway5%
get a betteroffer9%
unresolvedconflict
14%perceived
indifference68%
whycustomers leave
© Roger Harrop Associates 2012
© Roger Harrop Associates 2012
number ofcustomers
frequency
average order value
1000
2 pa
£5000
+3%
+3%
+10%
© Roger Harrop Associates 2012
Number ofCustomersFrequencyAverage
Order Value
10002 pa£5000+3%+3%+10%
17% GROWTH !
© Roger Harrop Associates 2012
10090
prices
profit
100
volume
30% gross margin
© Roger Harrop Associates 2012
10090
prices
profit
100
volume
150
© Roger Harrop Associates 2012
100110
prices
profit
100
volume
30% gross margin
© Roger Harrop Associates 2012
100110
prices
profit
100
volume
75
© Roger Harrop Associates 2012
price
BUYER
commodityproduct
high addedvalue product
or service
YOU
perceivedaddedvalue
price/perception matrix™
© Roger Harrop Associates 2012
250g bagground coffee
£2.8616 x coffee pods
£3.78
£1.15/100g £3.38/100g
21p/cup £2.70/cup
© Roger Harrop Associates 2012
the universal buying process
createimpact
discuss specifics
buildcredibility
provideproof
unaware aware comprehension conviction action
marketing sales
© Roger Harrop Associates 2012
© Roger Harrop Associates 2012
ChocolateShoe & watch repairFood productionChampagne EnergyStandby powerComputer gamingTop end retailDiscounters E commerceMcDonaldsTakeawaysSpamTV rental BicyclesPublic transportSwatchFine wine
markets to target
LotteriesVideo conferencing HealthcarePrivate banksCosmeticsTop end leisureBottom end leisureContract cleaningPetfoodOpen source softwareGarden CentresLaxatives John LewisAppleEmirates AirlinesLegoLingerie
BRICBrazilRussiaIndia
China Next 11
Bangladesh EgyptIndonesia Iran Mexico Nigeria PakistanPhilippinesSouth KoreaTurkeyVietnam
GCCUkraine & E Europe
© Roger Harrop Associates 2012
salesskills
productknowledge
beliefenthusiasm
selling
© Roger Harrop Associates 2012orders
pros
pect
ing
JUNIOR STAR
DOG COW
budget
yes
no
sales managementmatrix™
© Roger Harrop Associates 2012orders
pros
pect
ing
JUNIOR STAR
DOG COW
budget
yes
no
sales managementmatrix™
Brian
Mary
Dave
Sunil
Richard John
Darren
Laura
Susan
Colin
© Roger Harrop Associates 2012Source: Proudfoot/Ericsson
33%
60%
52%
travel
25%travel
&
&admin
admin
15% service
15% service
35%
active
23% selling
activeselling
10% prospecting
25%prospecting
salesperson’s time
© Roger Harrop Associates 2012
AGENT
EXCLUSIVEDISTRIBUTOR
LOCAL SALESOPERATION
LOCAL OPERATION
Commission onlyKnows the market
No real commitmentNo investmentNo transparancy
ProfessionalCommitment if hungry
Limited investmentFrightened
Total controlLong term view
ExpensiveLocal management
Local perceptionCustomisation
PROS
CONS
© Roger Harrop Associates 2012ORDERS
PRO
SPEC
TIN
G
JUNIOR STAR
DOG COW
budget
yes
no
distributor managementmatrix™
© Roger Harrop Associates 2012
train
budget
visit
distributors
weed &feed
share
© Roger Harrop Associates 2012
Existing Clients
Existing Clients
Existing Clients Prospect Prospect Prospect
Score Score Score Score Score Score
01-10 01-10 01-10 01-10 01-10 01-10
1. Numbers
2. Size of Clients
3. Value
4. Frequency
5. Location
6. Relationship
7. Buying Cycle
8. Payment Terms
9. Chemistry & Gut Feel
10. Your Desire
Total
© Roger Harrop Associates 2012
© Roger Harrop Associates 2012
The Change House Model©™ is used with permission of The Change House Limited (www.thechangehouse.com)
the change house™
the contentmentroom
sunlounge
the denial room
the confusionroom
the renewalroom
dungeon of denial
paralysispit
wrongdirectiondoor
© 2012 Roger Harrop Associates www.rogerharrop.com
do I get in the helicopter often enough?
© Roger Harrop Associates 2012 www.rogerharrop.com40
disciplines of market leaders - complete the questionnaire
do we have a sales growth strategy that builds on existing customers first?
Do all our customers know everything we do?
do we need to look at prices?
3 golden rules of promotion
do our sales people prospect as they should?
are we clear exactly how we address each stage in the universal buying process?
Am I targeting the right markets?
Am I enabling my sales team to maximise selling
complete my sales growth matrix™
© 2012 Roger Harrop Associates www.rogerharrop.com
how do I get my sales team into, and then stay in, the room of renewal?
© Roger Harrop Associates 2012
:: BUSINESS EXPERT:: AUTHOR :: INTERNATIONAL SPEAKER
www.rogerharrop.com