Presented by Jurek Sikorski Entrepreneur in Residence, LBS Formerly Marketing & Sales Director

1. Build a Successful Sales Strategy Presented by Jurek Sikorski Entrepreneur in Residence, LBS Formerly Marketing & Sales Director Thursday, 30 January 2014

2. Coming up... • What is (and why have) a sales strategy? • Key elements of a sales strategy • The Selling Process • ‘Sales Value Proposition’ • How to build a successful sales strategy • Ask the Panel Build a Successful Sales Strategy

3. What is a sales strategy?... • A plan to achieve the sales goal of a business • Describes how a business will win, retain and develop customers... • A blueprint for success Build a successful sales strategy

4. What does a sales strategy do?… ‘Defines the selling activities and allocates resources to deliver the sales goal of the business…’ Build a successful sales strategy

5. Why have a sales strategy? ‘Without a sales strategy the company’s customer facing people will struggle to obtain the focus needed for successful selling’... ‘A sales strategy aligns the company’s sales goal with the approach to achieve that goal’ ‘every organisation needs a sales strategy’ Build a successful sales strategy

6. Key elements of a sales strategy?… Build a successful sales strategy

7. Key elements of a sales strategy?… Build a successful sales strategy

8. A sales strategy addresses common business challenges? • Stagnant or declining sales revenues • Merger of sales forces after an acquisition • New product introductions • Launch of a new competitor • Expansion to new markets Build a successful sales strategy

9. Off grid solar/hybrid power generation industry Selling is a key activity of your business model... Key Partners Key Activities Customer Relationships Customer Segments • Value Proposition Range of peak power outputs International resellers Designing, manufacturing and supplying generators New customers Construction and Plant Hire firms – need to service client projects Marketing and selling Reliable power delivery Plant and hire firms Advocates Silent operation Key Resources Channels Battery and power inverter suppliers Recruitment and training of resellers Trialists Event and Broadcast organisers – need a source of reliable power that is non polluting at an affordable cost Zero/reduced CO2 pollution Electronic circuits suppliers Working capital Sales team Portable Investors Technical/commercial staff – develop and market International Aid agencies – Need robust power generation solutions at a low cost Resellers Simple installation/commissioning Facility landlord Knowledge and expertise DFID, Aid Agencies Range of purchase options Cost of sales (<50%) Price set at £x FOB Gross Margin: min. 50% Facility (£xk pa) Cost Structure Revenue Streams Salaries (£zk pa) Marketing (£yk pa) Revenue £1.8m rising to over £25m by year 5 Business Model Generation: Alexander Osterwalder & YvesPigneur 2010

10. What is selling about?… • Selling is helping the customer to buy • Helping the customer to make up his mind based upon the satisfaction of his/her needs • Selling is about going for a ‘win-win’ for you and the customer • Selling is not so much about shifting product as making... customers • Successful selling is about asking questions and listening to the answers…

11. Customer orientation is a vital concept in selling… • Focus on the customer NOT the company!... • Know that customers buy to satisfy needs... • Recognise needs are fulfilled by benefits derived from features... • Deliver desired outcomes

12. How customer orientation works! An equipment rental and support services supplier A UK based manufacturer of solar powered generators Customer orientation drives sales

13. Understand the ‘selling process’ • A communication and learning experience • Salesperson learns the needs of the customer and the customer learns whether the product will meet needs • Characterised by nine activities that are directed at winning customers • Successful management of the selling process requires good analytical, communication, decision making, and organisational skills

14. Engaging the selling process…

15. Prospecting • About identifying potential new customers and generating sales leads... • Essential in a dynamic and changing market • Must allocate time to generating quality leads

16. Ten ways of generating sales leads

17. Ten ways of generating sales leads Be imaginative in finding ways to generate leads Use own networks

18. Simple ways to generate leads on LinkedIn… • Comment around the most relevant conversations; reply to CEO blogs • Offer ways to help customers with their business Remember posting is important but engaging is vital

19. Presenting • A crucial step in the selling process • Beginning of a two-way communication between the salesperson and the customer… • This is the pitch to capture attention, develop interest of the customer, raise desire and evoke action • Aiming to win customer acceptance of the sales value proposition • Selling benefits is what moves the customer to buy… • The sales value proposition must feature prominently in the sales strategy

20. Applying the AIDA selling model

21. Sales Value Proposition • A benefits statement • Differentiates product/service from competition • Dramatically improves marketability of product/service • A powerful branding tool that supports the sales strategy through marketing communications e.g. advertisements, website, social media • Forges a lasting reputation that allows realisation of sales and raises customer awareness

22. A winning Sales Value Proposition ‘Cygnus delivers reliable off grid power, reduces pollution and saves money for the user whilst improving revenue and profitability for the plant hire firm more than any other generator...’

23. How to build a successful sales strategy?

24. Sales Strategy Canvas • Selling • - F2F (‘critical hour’) • - Exhibitions • - LinkedIn • Products/Services • - Cygnus range • - Sale/rent/lease • - Sales Value Proposition • Competitive Advantages • - Easier installation • - Remote monitoring • - Lower maintenance • Route • - CEO • - Sales team (5) • - Distributors • Target Market (Customer) • - Construction , Events and International • - CEO/FD/PM • - Seeking an economic return • Sales Management • - Meet Monday (9-10.30am) • - Weekly reports submitted • - ‘On the job’ coaching • Sales Goal • - Year: £Xm • - Q: £ym/£zm • - Month by person • Resources , skills • - Time and money • - Marketing collateral • - Skills training A UK based manufacturer of solar powered generators

25. Meet the panel • Nitzan Yudan • Co–Founder and CEO • FlatClub • Chris Floyd • Co-Founder and CEO Cranworth Medical • Jonathan Smith • Co-Founder and CEO LendMeYourLiteracy

26. Asked the panel to address five questions... • What is your sales strategy? • What was/is your biggest challenge about selling? • What surprised you most? • What has been your learning experience? • What are your top three tips for someone developing a sales strategy

27. What would you suggest Aoife Mhuiri, CEO of Sports Clinic Plus might do to sell its services?

28. Where to go to find out more about sales strategy – further reading ‘How to Win Customers and Keep Them for Life: Revised and Updated for the Digital Age’ by Michael Le Boeuf (August 2000) ‘High Performance Sales Strategies: Powerful Ways to Win New Business’ by Russell Ward (Oct 2013) Getting to Yes: Negotiating an agreement without giving in by Roger Fisher and William Ury(Jun 2012)

29. Jurek Sikorski Email: j.sikorski@btinternet.com Mob: 07889 720735 LinkedIn: http://uk.linkedin.com/in/jureksikorski