sparkling sales in good times or bad masterclass

Staying in the Helicopter® - for sparkling sales in good

times or in bad

US retail Price/gallon

Source: Cockeyed.com

Source:Treacey & Wiersma

Operational Excellence

Product Leadership

Customer Intimacy

Be the lowest cost provider in the marketOperational

Excellence

operational excellence

๏ Optimised supply chain processes

๏ Customer receives reliable high speed

transactions

๏ “Lean and mean” culture where

operational efficiency is highly rewarded

๏ Sell on price

Product Leadership

Push the boundaries of the market with innovative products or processes

product leadership

๏ 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

Customer Intimacy

๏ Develop the relationship with your chosen customers

that they most value

customer intimacy

๏ Focus on identifying customer problems and developing and implementing solutions ๏ Empowered customer-facing employees ๏ Carefully selected and nurtured clients

Market Leader

Fast Follower

Industry Average

Below average

Customer Intimacy

Product or Process

Innovation

Market Leader

Fast Follower

Industry Average

Below average

Customer Intimacy

Product or Process

Innovation

๏ What does the heartbeat of the business say about where the focus and energy is?

๏ Have you made a clear choice? ๏ Are you targeting customer groups who value this? ๏ Is the organisation aligned with the strategy? ๏ Are you always looking to move the benchmarks

upwards?

Dissatisfied Satisfied Delighted

Not Met

Better than At Risk

Looking

At Risk

Looking

Advocate

At Risk

Product or Service

Process

Why Customers Leave

Perceived Indifference

Unresolved Conflict

Die/Insolvent 1%

Move 3% Influenced

Away 5%

Get a Better Offer 9%

Number of Customers

Frequency

Average Order Value

£5000

Number of CustomersFrequencyAverage

Order Value

£50002pa1000

+3%+3%+10%17%

GROWTH!

Number of Customers

Frequency

Average Order Value

£5000

Profit

Volume

30% Gross Margin

Profit

Price Volume

100110

Profit

30% Gross Margin

Price Volume

100110

Profit

Price Volume

Price/Perception Matrix™

Perceived Added Value

Commodity

High Added Value

Product/Service

250g bag ground coffee

£3.0010 x coffee pods

£2.90

£1.20/100g £5.80/100g

29p/cup £2.60/cup

Marketing Sales

create impact

Unaware Aware Comprehension Conviction Action

discuss specifics

build credibility

provide proof

The Universal Buying Process

2030 Global Trends

Demographics population 6.9bn to 8.3bn

ageing +5 years

urbanisation 59%

Globalisation TICKs gdp +7.9%pa

next 11 gdp +5.9%pa

Resources energy demand +26%

water demand +53%

commodities rare metals/food

Climate Change

CO2 +16%

warming +0.5ºC - 1.5ºC

ecosystem extremes

Technology diffusion high speed

innovation change lives

life sciences nbt

Knowledge know how 55% in 2ndary edu

gender gap narrowing

war for talent demand>supply

Responsibility cooperation nations

ngos +++

philanthropy +++

Sales Management Matrix™

StarJunior

CowDog

Sales Management Matrix™

StarJunior

CowDog

Richard John

Darren

StarJunior

CowDog

Distributor Management Matrix

Sales Skills

Product Knowledge

Belief

Enthusiasm

Selling

9 Laws of Persuasion

consistencyexpectancycontrastassociationreciprocityscarcityfriendsconformity

9 Laws of Persuasion

consistency

expectancy

contrast

association

reciprocity

scarcity

friends

conformity

The CATSDEC process

“I’ll think about it”

Subject toDeal withEasy?

Catalogue Agree

Travel

25% Travel

15% Service

Active

Selling

Active Selling

10% Prospecting

25% Prospecting

Salesperson’s Time

Mexico Columbia Peru Bolivia

Angola, Nigeria Sudan, Senegal

Saudi Iraq UAE

Bulgaria Turkey Iran

India Pakistan

Indonesia, Malaysia Philippines

Korea Thailand

Vietnam

Holland Austria Czech Norway Slovenia

Denmark Ireland Australia

Belgium Israel South Africa

France Poland Hungary Lithuania

Portugal Greece Chile Algeria

Italy, Spain Brazil Venezuela

Germany Switzerland Luxebourg

UK Sweden Latvia

Finland Estonia Canada Singapore Taiwan

Hong KongJapan

Source: Richard Lewis

Multi-Active: People orientated: warm, emotional, loquacious,impulsive Linear-Active: Task orientated: Cool, factual, decisive planner Reactive: Respect orientated: Courteous,accommodating, compromiser, good listener

CulturesMulti - Active

ReactiveLinear- Active

Russia Slovakia Croatia Romania

Linear-Active: Task orientated

Multi-Active: People orientated Reactive:

Respect orientated

Saudi Iraq UAE

India Pakistan

Korea Thailand

Vietnam

UK Sweden Latvia

Hong KongJapan

Relationships based on Trust

Family Only

PEOPLE

RESPECTTASK

Slow Trust Based on Evidence

Trust in Institutions

Based on Performance

Efficient Officialdom

Family Trade Groups

Warmth Courtesy

Successful Business

Trust in Reciprocity

School Mates

Compromise

Fair Deal

Saudi Iraq UAE

India Pakistan

Korea Thailand

Vietnam

UK Sweden Latvia

Hong KongJapan

Concepts of Truth

PEOPLE

RESPECTTASK

Truth is Negotiable

Truth is Situational

Flexible

Truth is Scientific

Truth is Contextual

Truth is a Dangerous Concept

ExclusiveDistributor

Local Sales Operation

Local Operation

Commission only Knows the market

No real commitment No investment No transparancy

Professional Commitment if hungry

Limited investment Frightened

Total control Long term view

Expensive Local management

Local perception CustomisationPROS

Export Growth

Weed & Feed

Budget

Distributors

The Change House

The Contentment RoomSun

Lounge

The Denial Room

Dungeon of Denial

The Confusion Room

Paralysis Pit

Wrong Direction Door

The Renewal Room

Do I get in the helicopter often enough?

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?

Are we targeting growth markets?

Are we clear exactly how we address each stage in the universal buying process?

3 golden rules of marketing

Do our sales people prospect as they should?

Am I enabling my sales team to maximise selling

How do I get my sales team into, and

then stay in, the room of renewal?

:: BUSINESS EXPERT :: AUTHOR :: INTERNATIONAL SPEAKER

www.rogerharrop.com

Download slides here:

http://www.rogerharrop.com/knowledge_zone/members/

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sparkling sales in good times or bad masterclass

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