achieving rapid & sustainable growth

Six ways to achieving

rapid & sustainable

business growth

Robin Mar, Eleven Solutions

In a crisis be aware of the danger

– but recognize the opportunity.

John F. Kennedy

elevensolutions.co.uk

Six ways to achieve rapid & sustainable growth

1. Maximise the value from your existing customers

2. Move from Product to Whole Solution

3. Extend your channels – with and through

4. Innovate and differentiate

5. Shift your sales performance curve

6. Think and act like a start-up


1. Maximise the value from your existing customers

It costs 7x more to win business from a new

customers as it does to get repeat business from an

existing customer

• Recency

• Frequency

• Value

Focus on:-


Recency: When did your customers last purchase from you?

Could you improve your

welcome and service

to new customers?

How do you reengage

with lapsed customers?


Increasing frequency of purchase

What are the differences between

your best and your average

customer?

Can you identify different

patterns of behaviour?

Increasing frequency of purchase

How could you change your customers’ purchasing behaviour?


Value

Diversification

Developing new

propositions for new

markets

Market

Development

Extending existing

propositions to new

markets

What We Sell

NEW

Developing new

propositions for existing

markets

Proposition

Development

Who we

sell to

NE

WE

XIS

TIN

G

EXISTING

Selling existing

propositions to existing

market

Market

Penetration

•Add-ons

•Volume discounts

•Rebates

•Associated products

Increasing average order value


Recency, Frequency, Value

Understanding RFV also helps you build a richer picture of your most loyal

and valuable customers and customer groups.


2. From Product to Whole Solution

Understand your

customers’ value

chain

Consider how

you can increase

your influence

A 180 degree

view of your

organisation


2. From Product to Whole Solution

Understand your

customers’ value

chain


Moments of Truth

Getting toThe airport

Check-in Comfort untilFlight

In-FlightComfort

Arrival Getting to Destination

Feelings

Service

Solutions

Source: Ogilvy One

•Stressful•Complicated

•Parking

•Lugging

•Long queues, frustrating

•Unnecessary

(i.e. only for

the airlines)

•Want/need to work

•Want/need to

relax

•Planes are

uncomfortable by

nature

•Long time spentin seat

•Boredom

•Unkempt•Unshowered

•Clothes a mess

•Traffic•Unfamiliar place

•Transport toairport provided•Driver handlesluggage

•“Drive-through”check-in

•Airline knows

where you are

•Clubhouse with

Internet access,

fax, library

•Salon, massages,

beauty•Sound room,

driving range,

skiing machine

•Full sleeper seats•Mood lighting

•Gradual dawn

•Bar

•“You decide”

meals

•Arrival valet•18 showers•Makeup & shaving facilities•Heated floors•Clothes pressed•Hot & cold breakfasts

•Chauffeureddelivery to finaldestination•Comfortable ridedoor to door•Knowledgeablelocal driver

Virgin Atlantic’s outside in view

Customer Experience


3. Extend your channels

Selling with channel

partners to extend

your offering

Selling through

partners to

extend your

sales coverage


Selling with and through

Diversification

Developing new

propositions for new

markets

Market

Development

Extending existing

propositions to new

markets

What We Sell

NEW

Developing new

propositions for existing

markets

Proposition

Development

Who we

sell to

NE

WE

XIS

TIN

G

EXISTING

Selling existing

propositions to existing

market

Market

Penetration

Channels to sell

through

Channels to

sell with

Channels to sell

With & through


Market

B

Market

A

Market

A

Market

A

Market

A

Market

A

Market

B

Market

B

Market

B

Offer

Selling through to extend your coverage


Selling through to extend your coverage

Market

B

Market

A

Market

A

Market

A

Market

A

Market

A

Market

B

Market

B

Market

B

Partner

B

Partner

A

Offer Selling through channel

partners who own

a market space


Selling with to extend your offering

2 + 2 = 5

Selling with channel partners to extend your offer

ATM

Site

Security

IT

CashMaintenance

Selling with channel

partners to extend

your offering


4. Innovate and Differentiate

Seek uncontested

market space


ConsciousSatisfied

customers

Dissatisfied

customers

Focusing on the non-customer

Non Customers

Unconscious

Can provide

the most

valuable

insights


Yellow Tail listened to unconscious non-customers


Established a new approach to wine packaging, marketing and retailing

How to differentiate in the games market

Competition focused

on performance

Wii targeted unconscious non-customers


Performance

Low Core High


From Good

A high performing sales force can

boost the share of a customer’s

business by an average of 8 to 15

percentage points.

*McKinsey survey of 1,200 businesses

2010

• 5% shift in performance across

the core

• Yields 70% more revenue

• Than a 5% shift in high

performers*

*SEC research 2009


Performance

Low Core High


From Good

Performance

Low Core High

To Great

Migrate the attributes of the high performers to the core.

To transform performance from being good to being great


Achieving Sales Excellence

Sales Vision & Strategy

Sales

Customer

& Market

Focus

Sales Talent

Management

Sales Processes

& Tools

Sales

Results

Metrics

&

Rewards

Recruit

Up-skillOpportunity Management

Sales ManagementCoach

Sales Tools

Performance Management

KPIs

Pay Plan

Metrics

Major Account

Programme

Strategy

Incentives

Bids & Tenders

Sales Process

Customer Segmentation

Proposition Development

Customer Experience

CRM

Channels

CurrentCapability

Potential

ImpactVs

Benchmark


Select interventions that will deliver the maximum results

6. Think like a start-up - ditch the comfy shoes


Consider what you would do if:-

a. You lost your 3 best customers?

b. You were legally prevented from

selling your best selling product

or service?

c. You were an outsider newly

appointed to your job?

“Until one is committed there is

hesitancy, the chance to draw back,

always ineffectiveness….the moment

one definitely commits oneself, then

providence moves too.

All sorts of things occur to help one

that would never have occurred.”

Goethe

…and commit to change.


Robin Mar

W: elevensolutions.co.uk

E: [email protected]

T: +44 (0) 7802 791823

achieving rapid & sustainable growth

Business

extending

sales performance

increasing

existing propositions

market

channels

elevensolutions

customers