business and technology consulting - rccchurchlifercchurchlife.com/pdf/salespersontoadviser.pdfthe...

Business and Technology Consulting

Marketing and Sales Seminar From Salesperson to Trusted Advisor

May 24, 2016

KasBizTech.com

http://www.kasbiztech.com/

Who We Are

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• Business and Technology Consulting

• Our mission and passion is to assist manufacturing and automotive suppliers to meet their business objectives using technology effectively

• Member of Automation Alley – • industry collaboration to solve common business • bring together small and medium size businesses to collaborate on

innovative technology solutions • Re-brand SE Michigan as technical hub

• Brand/Messaging

“Diving Beneath the Surface”

We'll dive deep to find your business challenges and convert those into opportunities

© 2016 | All rights reserved Home Myths Car TAdv Mktg SMgmt Resc Brand Q&A

My Sales

Plan

Self Branding

Trusted Advisor

Marketing

Myths

Sales Careers

Sales Mgmt.

Resources

• Integrity

• Objectivity

• Competence

• Fairness

• Confidentiality

• Professionalism

• Diligence

Our Commitment to You

Provide you with the

education, tools and

expertise to beef up your

your sales strategy, teams,

and individual performance

Our Mission

Keeping Your Sales Plan in Balance!


Myths

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Myths of the Sales Profession


Myths

• Myth 1 – Great salespeople are fast-talking extroverts • Fact: Most top performers in sales today are better at listening than

talking and are careful never to appear pushy or "hard-sell"

• Myth 2 – Great salespeople can sell anything to anyone

• Fact: The most successful salespeople are usually an expert in their field

• Myth 3 – Great salespeople are hired gun ‘lone rangers’ • Fact: The most successful salespeople know how to ally themselves with

other experts

• Myth 4 – Great salespeople do not negotiate on price • Fact: The most successful salespeople are good negotiators and meet

the client where they’re at, maintaining profit for the company

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The most successful salespeople are “L-E-A-N”


Sales Careers

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A Variety of Styles for a Variety of Sales Careers


Typical Sales Careers

• Representing a large company, selling business-to-business (B2B)

• Representing your own company or your own services (B2B)

• Consultants are typically salespeople with high degree of competence in a given area

• Account Managers (B2B)

• Retail Sales Business-to-Consumer (B2C)

• Inside Sales or Tele-Sales (B2B or B2C)

• Sales Management and Executives

8 © 2016 | All rights reserved

Home Myths Car TAdv Mktg SMgmt Resc Brand Q&A

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Trusted Advisor

Give “Peace of Mind” to your clients!


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What benefits would you obtain if your clients trusted

you more?


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4 Types of Relationship

* Trusted Advisor, Maister, Green and Galford

Bre

adth

of

Bu

sin

ess

Issu

es

Depth of Personal Relationship

Services- based

Needs- based

Relationship- based

Trust- based


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Breakdown of the 4 Relationship Types

* Trusted Advisor, Maister, Green and Galford

Focus is on: Energy spent

on:

Client

Receives:

Indicator

of Success:

Service-based Answers,

expertise, input Explaining Information

Timely, High

Quality

Needs-based Business

problem Problem solving Solutions

Problems

resolved

Relationship-based Client

organization Providing insights Ideas

Repeat

Business

Trust-based Individual Understanding Value Broad

Recognition


1. Engage

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Development of Trust

2. Listen 3. Frame 4. Envision 5. Commit


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1. Engage 2. Listen 3. Frame 4. Envision 5. Commit

When you engage, attention becomes focused, client feels important and you earn the right to discuss


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When you listen, you acknowledge and affirm, client feels understood and you gain right to define problem statement


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When you frame, you state the root issue, client affirms your claim and client agrees to move forward


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When you envision, you sketch out an alternate reality that the client finds interesting and wants to pursue


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When you commit, you provide the proposal with business case to gain client concurrence to begin


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When you commit, you provide the proposal with business case to gain client concurrence to begin


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What steps do you need to take to become a

Trusted Advisor?


Marketing

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Marketing “leads” your product or service content


What is Marketing?

• Dictionary: the action or business of promoting and selling products or services, including market research and advertising

• American Marketing Association:

marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013)

• “Instilling the perception in the mind of your customer that you have

the best product or service to meet their needs” (KN)



Key Components to Marketing

• “Messaging” – your brand image or statement that you want to get out

• Your website is your marketing brochure

• Target Audience – who you want to receive your “message”

• Marketing Campaigns – various methods to get your “message” out to your targeted audience

• Advertising • Social Media • Email campaigns

• Lead Generation

• Customer Relationship Management



Tactical Marketing

Example: Marketing and Sales Model

Marketing / Sales Processes

Strategic Marketing

Sales

• Marketplace Positioning

• The Corporate

“Message”

• Execute the Strategic Marketing Plan

• Client

Relationships

• Client Needs Analysis

• Proposals / ROI

• Close Business

• Marketing Campaigns

• Lead Generation


Example: Pipeline Process Model

Strategic Marketing /

Vision

Tactical Marketing Campaigns

Lead Funnel

Build the Pipeline

Prospects

Clients

CRM Database

Qualification Process

Proposal Process

It takes 100 leads to create 10 prospects to generate 1 client Close


Example: Best-In-Class Sales Model

Strategic Marketing Message Tactical Marketing Plan with Lead Generation

• Draft plan included

Highly Leveraged “Closer-type” Sales Reps Industry-knowledgeable (client’s industry) Job description available

Easy to use Configuration, Pricing and Finance tools Available Technical Support Easy to use CRM and forecasting tool Easy to use order entry tool (QuickBooks) Sales Assistant available for order fulfillment and

tracking • Job description available

Campaigns to Up-sell and Cross-sell to existing clients


Sales Management

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Optimize your sales teams for growth!


Lead Generation / Telesales / Order Entry / Order

Fulfillment / AR

Example: Proposed Organization

Retail / Restaurant

TBD

Marketing Specialist

TBD

Gov’t / Military

J. D.

V.P Global Sales and Marketing

TBD

Customer Support / Problem

Resolution

Marketing Plan / Lead Generation

Telesales, Order Fulfillment, Order

Tracking, AR

Builders, Constr. & Architects

TBD

Utilities, Educ., & Data Center

TBD

Inside Sales / Channels

TBD

Sales Administrator

T. M. Customer Support

S. G-D.

Hire ASAP

Hire ASAP

Hire ASAP Hire in 180 days

Industry Expert

M. H.

Add quota position:


Highly Recommended Resources

• Trusted Advisor, Maister, Green and Galford (2000) • Linkedin.com



Personal Branding

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You are your own personal brand!


Branding Yourself

• Become L-E-A-N

• LISTEN

• Develop your EXPERTISE

• ALLY yourself with other experts

• NEGOTIATE win-win

• Become known as a Trusted Advisor by following the 5 step trust model:

• Engage, Listen, Frame, Envision, Commit

• Gain testimonials from your clients and management

• Become an “All Star” on LinkedIn



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Become an expert in LinkedIn

(demonstration / discussion)


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General Discussion


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Thank You!


business and technology consulting - rccchurchlifercchurchlife.com/pdf/salespersontoadviser.pdfthe...

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