sales training for...
TRANSCRIPT
Office Products Sales Training Series
Sales Training for Results
Great sales representatives aren’t born, they’re cultivated. In today’s competitive market, we need to have a fresh new breed of polished and professional sales reps in the face of our customers. This change doesn’t happen overnight. “Sales Training for Results” is a 12 session course for creating a professional selling style that focuses on the strategies and tactics for growing your business and selling solutions rather than price. This course enables sales reps to develop and hone professional selling skills while thinking more strategically about Conversion, Penetration and Retention to ensure their business grows! Thank you for investing in your greatest resource! We hope you enjoy the program and see the results! Krista Moore K.Coaching, Inc.
Welcome!
K.Coaching's Sales Training for Results will train and motivate Office Products sales reps to:
Bring in new business Grow existing accounts Create customer loyalty You will learn proven selling skills, strategies and tactics to
GROW your business!!! The workbook will help guide you to execute them during the
program . .. And get the results you want!
12 Session - STR Webinar Course STR 1: Competing in Today's Market with a CPR Strategy STR 2: Creating Your Own Selling Style STR 3: Professional Selling Skills for the Sales Call STR 4: Handling and Overcoming Objections STR 5: Closing with Confidence and Next Steps STR 6: Managing Time Effectively STR 7: Conversion Strategies – Prospecting for NEW Business STR 8: Penetration Strategies – Selling More to Existing Accounts STR 9: Retention Strategies STR 10: Business Reviews STR 11: Making It Happen STR 12: Selling E-Commerce
How to Get the Most From Your Training?
Plan your sales meeting around these sessions! Apply the learning - using the forms, templates and
tools in your business right away. Work with your team in-between sessions to practice
and prepare for the next session. Network and compete against yourself and others
throughout the program. Accountability and measurement!
Reflection Questions
What is the biggest challenge you have as a sales rep? Given this challenge, what skills will you need to be a
successful sales rep? What are your goals for this program?
Reflection Questions
How committed/motivated are you to work on the skills
between each session? What area of sales development do you want to work
on the most?
Session 8: Penetration Strategies
Sales Training for Results
STR Session 8 - What to Expect
√ Define a penetration strategy for the greatest impact.
√ Learn methods for cross selling and product introductions.
√ Discover how to be an expert in your niche.
Penetration Strategies?
What are Penetration activities? Margin Improvement is Penetration! “Strategic Thinking” with measurable results. What are you going “to do different” to get the most
from existing customers?
CPR- A Winning Model
Conversion
Retention
Penetration
C
P R
Business Growth
Conversion
C
Penetration is selling more to your existing accounts, whether it’s additional product lines or making your current accounts more profitable through Margin Improvement tactics.
Having a clear, aggressive strategy rather than a passive approach is the quickest and easiest way to grow your business.
The quickest and easiest way to grow your business…
Reflection Question Open Discussion
What are you doing for Penetration?
Introduce other products or services – create value – one stop shop.
Sell more within the account, lower their costs, build loyalty (5 Finger Grip).
Explore departments and users within the customer.
Create a need for more and different products or services.
Adapt quickly to market changes!
What can you do different?
Penetration through Margin Improvement
Annual contract reviews
Create Margin thresholds for account size – Large, Medium, Small
Run a 2010 margin analysis in comparison to 2011 to determine trends in accounts and people.
Keep the core list (contract) to less than 30 items that are low $ amount.
Offer Business Source products as alternatives.
Margin Improvement Activities
Know the blended margin of contract vs. non-contract.
Lock Down – NOW and get through them. Prioritize by low margin accounts that are large and medium in revenue and margin for the company.
Change and correct order forms and favorites lists.
Take price increases to the street quickly.
Take it out of the hands of the sales reps?
Box stuffers Mailings and e-mail campaigns Online ordering banners Marketing efforts Newsletters Handouts by the reps “Is there anything else I can help you with
today?”
Passive Penetration
Blitz Days – focused on specific product – demonstrations Tag Teams between furniture and OP Vertical Market focus Telemarketing Effort – contests focused on
specific products Targeted departments and products Unsolicited Proposal Business and/or contract reviews
Active Penetration
The Obvious Products
Furniture Paper Cleaning and Breakroom Toner Computer supplies Ad-Specialty Promotional products Seasonal products
The Obvious Products
Sell more online ordering: Average order size increase Up selling from CSR
Establish a monthly product focus for the company that all employees are aware of. Know what you are NOT selling and go after it!
Offer incentives and rebates back to the customer
Show them real savings over time through consolidation.
Tag team with other sales experts, such as furniture and share leads.
The obvious ideas… but do you execute?
What is your competitive advantage? What are your strengths? What is your approach?
Is your target market those customers that know and love you? How do you reach them?
What are the changing customers’ needs? Does your penetration plan match their needs (i.e., MPS for toner, Cleaning and Breakroom)?
What is the competition doing in that product category and how do they sell? How can you differentiate and be better?
Before you begin creating a Penetration Strategy, consider the following:
Create your DOGOM for Penetration
The “How to do” behind the “What to do” Create a “DOGOM” –
Description Objective Goal Owner Measurement-Monitoring
Sample DOGOM’s
Cleaning and Breakroom Growth Strategy
Description
Great efforts have been made to establish a plan for the growth of cleaning and breakroom supplies for the company. There has been a 20% increase last year, vendor and wholesaler relationships have been established along with sales rep training on the product offering.
At this stage, we would like to strengthen the current department
with a Product Specialist, that can create the strategy to grow the business along with the OP reps.
A target list of 100 accounts will be established and an aggressive
top 30 hit list of products will be created. There will be a branding and marketing effort to help create customer awareness and other departments will be involved in the sales process. A measurement and monitoring system will be in place for accountability.
Objectives The existing business will be analyzed to determine where the current
business is coming and going.
The ideal target customers will be established, based on 10-100 employees.
A prospect list of the top 100 prospects will be established. These
will be current accounts where there may be an opportunity to present additional categories of products.
An EZ order form with the top 30 cleaning and break room supplies will be created.
Active and passive marketing materials will be created as the first promotion, following by other categories every 2 months.
Objectives Cont:
Customer service and delivery drivers will be involved in the program and will be provided scripting to ask for the business and create awareness.
Spiffs will be available for those reaching pre-established goals. The Business Reviews being conducted as part of the Retention
strategy will include information on cleaning and break room, possible rebates and incentives and Product Specialist can participate in those reviews.
Clear communication and leadership to the company on the program and progress will be required.
Establish the potential revenue total for these accounts, based on 10% of the Office Products business.
Goals
Prospect 100 accounts over the next 4 months. Product Specialist to make 20 joint calls with the sales reps per
month. 30 new accounts bringing an average of $500 per account. $15,000 in new business per month with the existing sales force. EZ-order form, plus marketing materials completed by March 1st.
Measured through sales funnel management, meeting and postings.
Owner
Product Specialist will report into the business owner, and the sales reps will have a dotted line report to him.
Product Specialist will organize, implement and keep the company
focused on the strategy through clear direction and communication. Product Specialist will ultimately be responsible for the success of the
program.
Measurement and Monitoring
Bi-Weekly meetings between Sales Manager and Product Specialist.
During the Monthly Review Meetings, the reps will review their progress with Sales Manager.
CSR Manager and Warehouse Manager will meet with Product Specialist
bi-weekly to review the progress of their departments and the program.
Product Specialist will manage the sales funnel and report it to Sales Manager on a monthly basis.
A spreadsheet will be created with these 100 accounts, showing when the appointment is and other measurements.
Product Specialist will chart the growth of the accounts to monitor if on track for 10% growth through Penetration.
Reflection Questions Open Discussion
What would be the best penetration product category and strategy for your business?
Sales Rep - Account Penetration Abilities
Once you have the business, the sales rep needs to sell deep and
wide into the accounts. This may involve working with a variety of departments, being
proactive with products, and selling multiple lines of business. Penetration also creates loyalty and a one-stop shop concept and
approach. Penetration is growing the profitability of the account
through more product or increased margins.
What are your monthly personal Penetration Activities?
Penetration – Example: Introduce furniture into my top 10 accounts that aren’t buying it.
Schedule: Take a sample chair on the 14th and 18th and demonstrate to 5 customers each day.
Pre-Schedule Business Activity Time
Objective:
Tactic 1 Tactic 2 Tactic 3
What are your Penetration Objectives and Tactics?
Create your DOGOM for Penetration
The “How to do” behind the “What to do” Create a “DOGOM” –
Description Objective Goal Owner Measurement-Monitoring
September Webinars
Sept 9: STR 2 – Creating Your Own Selling Style. Sept 16: STR 9 - Retention Strategies. Sept 19: STR 7 – Conversion Strategies. Sept 30: STR 10 – Business Reviews.
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