sales managers summit 2009 060409a
TRANSCRIPT
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
SALES PEOPLE
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Rep(tiles)?
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providers?
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Objective
To demonstrate how sales managers can transform their sales teams from product floggers
to customers’ trusted business partners(and, as a result, grow your business’s revenues)
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Agenda
The Rep(tile) Problem The Only Place Money Comes From The Role of Sales in Marketing The Diagnostic & Prescriptive Model How to Become Consultative
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
The Rep(tile)Problem
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
The Rep(tile)Problem
They are product (not solution) driven They subscribe to the “mugging” school of marketing thinking They don’t/won’t/can’t listen They wield price as their only competitive weapon of advantage They play the numbers game Customers despise them And that’s all on a good day!
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
The Only Place Money Comes From
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
The Only Place Money Comes From
Not banks – they are merely “enablers” Not shareholders – like banks, they want it back. Plus some. Not the taxman – that’s a one way street with an occasional roundabout Not financiers of any sort – they are just banks with a bigger appetiteThe only place money comes from is ………..
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
The Only Place Money Comes From
Cu$tomer$
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
The Only Place Money Comes From
Customers are the only people who give you money and don’t want or expect it
back
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Role of Sales in Marketing
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Role of Sales in Marketing
Marketing – a definition Customers are the only place the money comes from Customers are the final arbiter of business success or failure Customers more sophisticated, discerning and demanding than ever They are cynical about anything involving the word “sales” In this environment the role of the salesperson is crystal clear……..
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
The development, nurturing and management of relationships with the only people the money comes from
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
It is this role that positions a salesperson as
Hero & Provider
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providersadopt the Consultative Approach
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providers adopt the Consultative Approach
Consultant = Problem Solving Approach
Salesman = Persuading To Purchase Products/Services
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providersemploy the Diagnostic & Prescriptive Model
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providers employ the Diagnostic & Prescriptive Model
Diagnosis = Uncover a customers problem and the needs that underlie it
Prescription = A Profit Improvement Solution that addresses that problem
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providersunderstand their way around the numbers
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providersunderstand their way around the numbers
Income = Where a customer’s money comes from
Expenditure = Where a customer’s costs accrue
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providersunderstand how they can affect a customer’s profit
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Heroes & Providers understand how they can affect a customer’s profit
•Reducing Its Contribution To Costand/or
•Increasing Its Contribution To Revenue
By affecting one of a customer’s operating processes/activities in two ways:
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
How to Become Consultative
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
How to Become Consultative
Know what business you are in (Drills or Holes) Know your target market (who, what, where etc) Think in terms of outcomes. Not inputs Become an expert diagnostician (Listen. Learn. Quantify. Confirm) Develop Tailored Prescriptions (Profit Improvement Proposals) Track & Measure Implementation Deliver Proof of Performance
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Summary
The Rep(tile) Problem The Only Place Money Comes From The Role of Sales in Marketing The Diagnostic & Prescriptive Model How to Become Consultative
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
Conclusion
Rep(tiles) are, at worst, muggers of customers Consultative Sellers are, at their best, customer profit improvers Which of these would you call the Hero & Provider?
tmb Sales People. Rep(tiles)? Or Heroes & Providers?
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