sales workshop, "selling as a science"

The Science of SellingJune 2013

Brian Cullinane

What does Sales mean?

SellingMarketingSales & MarketingBusiness DevelopmentAccount DevelopmentCustomer Acquisition

Awareness & Lead

Generation

Opportunity Management

Relationship Management

Three Key Elements

Are they aligned?

Opportunity Management

Relationship Management

Lead Generation

Are activities linked to business goals and financial targets?

Can performance and effectiveness

of activities be measured?

Are activities undertaken appropriate for your business?

Are your customers

segmented and engaged with accordingly?

Objective: A Continuous Process

Opportunity Management Relationship ManagementAwareness & Lead Generation

Up & Cross Sell

Referrals & Introductions

Product Development

Nurture

EventsNetworkingCold callingMarketing CampaignsWebsite / Landing PagesSocial MediaSponsorshipAdvertisingThought LeadershipActivity Plans

Sales ProcessPipeline ManagementCRMSales Plans

Client SegmentationRelationship ManagementClient Development Plans

Lead Generation

Lead Generation

• What are your Value Proposition(s)?

• What problem(s) are you fixing?• Who is your Target market?• Do you understand the

prospect’s industry or sector?• How do you create awareness

and generate leads? • What’s the best approach?• How can you measure

effectiveness of your activities?

Market AnalysisTarget Customer Type 1 Customer Type 2 Customer Type 3

Company

Individual

Value Proposition (Messaging)

Obstacles and Issues

Approach and Routes to Market

Resources Required

Competitors

Customers don't always know

they’ve a problem.

Opportunity Management

Opportunity Management

Lead Generation

• How will you track and manage each new opportunity created?

• Have you a clear sales process with defined stages, tasks and actions?

• Do you understand the customer’s buying cycle?

• Do you ask questions?• Do you actively listen?• Do you set clear objectives?• Can you identify why and where

blockages occur?

Sales Funnel (Process)

Qualified Prospect

Contact Made / Engaged

1st Meeting (Discovery)

2nd Meeting (Outline Proposal)

Formal Proposal

Negotiation

Lead Generation Activities

Sales Process StagesStage Name Definition Objective Actions To Be Taken

Qualified Prospect

Engaged

1st Meeting (Discovery)

2nd Meeting (Outline Proposal)

Formal Proposal

Negotiation

New Client A new client Commence on-boarding process Pop the corks!

Pipeline Management Tools

Relationship Management

Opportunity Management

Relationship Management

Lead Generation

• Do you segment your customers?

• Which customer segment should you prioritise?

• How do you identify and manage Up & Cross-Sell opportunities?

• How and when do you communicate with them?

• What initiatives can you take?

Relationship Management

• Segmentation• Understand importance and

value of customers • Systematic and planned

approach to customer development

• Identify new revenue opportunities

• Feed into Value Propositions

Low Value Customers- Limited opportunity- Minimum engagement

Development Customers- Up & Cross Sell opportunities- Planned approach/strategy

Key Customers- 80/20

- High level of engagement- Retention key

Summary

• Understand your Prospects“What’s the problem you’re fixing?”

• Link activity to revenue & business goals“ Will these inputs give me the desired outputs?”

• Follow a process – stage by stage“Move them on or move them out”

• Stop Selling – ask more questions and listen“The Ah Ha Moment”

• Love your customers

Brian Cullinaneie.linkedin.com/ie/briancullinane/

@BrianRCullinanebrian@briancullinane.ie