sales and-marketing
TRANSCRIPT
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Successful Sales and Marketing Strategies
Tim Hoerr Dennis Beard Don Elmore Mac MacGregor
3/30/10 Serra Ventures, LLC, Management Development Group 1
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Agenda
Introduction: Dennis Beard
Sales & marketing from a business development perspective: Tim Hoerr
Marketing: Getting your message heard: Don Elmore
Sales channels alternatives: Mac MacGregor
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How Can A Corporate Partner Assist Your Start-up?
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Contract research engagement with your company for mutual benefit of the parties
Co-contracting on federal government grants
Sales/distribution channels for your product
Corporate venture capital for financing
your company
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Initial Steps in the Process of Corporate Partnering
Determine how a corporate partner can best assist your company
Identify corporate partners in your industry/market space: Trade shows
Conferences Referrals Market research
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Initial Steps in the Process of Corporate Partnering, cont.
Reach out to the right people at the corporate partner Business development officer Chief technology/scientific officer A “known point of contact” (former UIUC student,
former colleague, etc.)
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Points to Consider in the Corporate Partnering Process
“Keep the end in mind”: Developing a win-win agreement.
Corporate partners are typically slow-moving,
bureaucratic organizations. Be patient!
Offer shorter term concessions for longer
term gains.
Develop multiple points of contact with
the organization.
Be mindful of Intellectual Property issues.
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Marketing Basics Research and analyze
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Competition SWOT
Analysis
Industry
Characteristics and trends
Window of Opportunity
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Marketing Basics, cont.
Apply technical expertise to develop solutions needed in the marketplace
Don’t rely on strength of product alone
Avoid having to educate market
Market-driven vs. engineering-driven
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Who Is Your Customer? Customer and end user are not always the same
Customer has purchasing authority; end user has need.
Location Geographic
Industry/market type (horizontal, vertical, government, or private sector)
Characterizing customer and location affects many sales and marketing decisions
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How Do You Reach Your Customer?
Delivery of message and product share many similarities Education and training needed
Best delivery method
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How Do You Reach Your Customer ?, cont.
Determine the best media based on customer characteristics:
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Broadcast
Web
Social Media
Support, Training
Trade Shows
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Trade Shows Will your customers and/or end users be there?
Look at these indicators: Exhibitor lists Session topics Addresses and special presentations
Should you exhibit, present, or just attend? Pros and cons, ROI.
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Sales Channel Selection and Management: Developing the Most Effective Sales Channel
Market entry considerations: Markets served (industries, sectors, geography?) What is your competitive advantage?
Your market differentiator?
How do your competitors approach the market? What resources will it take? Support requirements
Cost vs. value How do customers want to deal with you?
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Where Are Your Customers/Prospects?
Market diversity presents both CHALLENGES AND OPPORTUNITIES
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The Selling Process Has Changed in the Last 5-10 Years
Internet: Vast amounts of information are available Products Competitors
Customer expectations Speed of response Amount of detail desired
Instant support
Has shrunk the world? Or is it becoming FLAT?
Customer level of sophistication is increasing
The “Hard Sell” is out of vogue
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The “Sales Channel” Perspectives
How does the customer view the channel?
What value does your sales channel bring to the process for you?
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The Customer’s View
Three Customer Types
Intrinsic
Value
Customer
Extrinsic
Value
Customer
Strategic
Value
Customer
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Intrinsic Value Customer The value is intrinsic to the product, not the
method of delivery They focus on cost Product is usually a commodity They see little or no value in an external sales channel
Examples: Mass merchandiser
Grocery chains
Part suppliers.
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Extrinsic Value Customers
Focus on the benefits of the product
Put a premium on advice and help
The value of the product is how it is used-- solutions and applications
They expect the sales channel to understand their needs
They rely upon the supplier for knowledge of how the product applies to their needs
They see value in the right kind of sales channel
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Strategic Value Customers
They want to leverage suppliers’ core competencies
It becomes a tightly knit relationship -- playing on each other’s strengths
Your product + theirs = the value proposition to their customer
The sales channel can add value: Finding and qualifying them Understanding their needs Bringing the parties together Maintaining the relationship
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Market Entry Alternatives
Licensing Lowest investment Rapid market entry Least revenue Loss of control Legal considerations
Strategic alliances – with synergistic companies Leverage their channels “Instant sales channel”
Sell Directly Company owned sales office(s)
Manufacturer’s reps
Distributors
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Consumer Marketing Channels
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Manufacturer Manufacturer Manufacturer Manufacturer
Consumer Consumer Consumer Consumer
Wholesaler Wholesaler
Catalog
Retailer Retailer Retailer
0 - Level 1 - Level 2 - Level 3 - Level
Catalog
Jobber
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Consumer Marketing Channels
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Manufacturer Manufacturer Manufacturer Manufacturer
Consumer Consumer Consumer Consumer
Wholesaler Wholesaler
Jobber
Retailer Retailer Retailer
0 - Level 1 - Level 2 - Level 3 - Level
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Industrial Marketing Channels
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Manufacturer Manufacturer Manufacturer Manufacturer
Industrial Customer
Industrial Customer
Industrial Customer
Industrial Customer
Industrial Distributors
Direct Sales
Manufacturer’s Representative
0 - Level 1 - Level 2 - Level 3 - Level
Manufacturer’s Representative
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Industrial Marketing Channels
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Manufacturer Manufacturer Manufacturer Manufacturer
Industrial Customer
Industrial Customer
Industrial Customer
Industrial Customer
Industrial Distributors
Direct Sales
Manufacturer’s Representative
0 - Level 1 - Level 2 - Level 3 - Level
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A look at each channel
1. Direct (Company Employee) Field sales (End-User or OEM) Multi-industry end user sales
Single industry concentration National Account sales person
2. Independent Sales Reps
3. Telemarketing Your own or should you contract it out?
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A look at each channel, cont. 4. Company owned catalog sales
5. Direct response advertising
6. OEM (Original Equipment Manufacturer)
7. Value Added Reseller (VAR)
8. Distributor: National, Regional, International, Specialty
9. Retail Store Company-owned or Mass Merchandisers?
10. Internet, e-Commerce, Social Networking
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Sales Channel Definitions
Direct - employed by manufacturer Sells only one line of products
Multiple Line Sales (Mfgr’s Rep) Sells many lines (usually 10 - 15) Independent business person
Usually limited geography Paid 30 days after mfg. gets paid
sometimes takes possession (stocking rep)
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Social Networking: “The latest web marketing craze”
Definition: “focuses on building and reflecting of social networks or social relations among people, e.g., those who share interests and/or activities”
Most social network services are web based: Facebook, Bebo and Twitter widely used worldwide;
MySpace, and LinkedIn being the most widely used in North America.
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Evaluating The Major Alternatives: Value-Adds Versus Costs of Different Channels
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Internet
Telemarketing
Retail Stores
Distributors
Value Add Partners
Sales Force
Cost Per Transaction
High
Low Low
Valu
e-ad
d o
f S
ale
Direct Marketing Channels
“Indirect” Channels
Direct Sales Channels
“Marketing Management “ - Kotler
Catalog
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Detailed Considerations to the Market Entry Process
Market Analysis Size Demographics – Where? How many? Market window
Competitive Analysis
External Forces Analysis Regulations Duties
Budgeting
Expectations How rapidly do you want to enter and grow? Regional, Nationwide, Worldwide? Volume Timing
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Strategy Considerations, cont.
Geographic Coverage Travel cost and time Are your markets concentrated? Where best to establish offices? Cultural differences? Language barriers, lit. translation?
Number of people at start up?
People availability Skills Trustworthiness
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Strategy Considerations, cont.
Product Characteristics Documentation? Training (Sales/Service/Customer)?
Technical content? Pre- and Post- Sales support required Innovative (patents – uniqueness)
Does product lend itself to distribution? Commodity?
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Strategy Considerations, cont.
Competition Brand name recognition? Missionary work required?
Pricing? Which sales channel used? Strengths/Weaknesses?
Trade Press – who will handle? You or international agency individual?
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Strategy Considerations Financial Recruitment
Travel
Training
Office & equipment
Salaries/Commissions
Legal & Accounting
Web Server's
Adverstising
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• Ownership/Equity?
• Transfer pricing
• Duties/Shipping
• Payback period?
• Trade Shows
• Literature Format - Change
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Strategy Considerations: Administrative Time difference (with you)
Domestic and International
Support – here – there?
Management decisions at what level?
Language barrier?
Export paperwork
Commission accounting
Rates of exchange
Language barriers
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The Channel Is Still Important In All Of These Scenarios
Selling is about relationships.
At the end of the day, technology may be remote, but service (relationships) is still local.
The sales channel plays a huge role in the delivery of that service.
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Contact Information
Tim Hoerr [email protected]
Dennis Beard [email protected]
Don Elmore [email protected]
Mac Macgregor [email protected]
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