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Sales for Non Salesmen

Sales for Non Salesmen. UBC Sept 25 2003 Vancouver BC. Rocket Builders is a consulting group focused on helping technology companies identify and capitalize on market opportunities. We are experts in : building revenue through proven sales methodologies

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Sales for Non Salesmen

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  1. Sales for Non Salesmen UBC Sept 25 2003 Vancouver BC

  2. Rocket Builders is a consulting group focused on helping technologycompanies identify and capitalize on market opportunities. • We are experts in: • building revenue through proven sales methodologies • building marketcapabilities through partnering programs • building processes thatlead to winning products Sales for Non Salesmen Rocket Builders

  3. Better Sales. Better Partners. Better Products

  4. Agenda • Face to face selling is changing • A process is needed • The cost of not having a process • Sales models • Traditional. • Leveragable. • Closing. • References. Sales for Non Salesmen Rocket Builders

  5. Sales for Non Salesmen Rocket Builders

  6. F2F sales have changed • Geoffrey Moore calls thisthe leaky pipe era. • It will be easier to sell products/solutions to solve or patch critical “leaks” in a system • It will become more difficult to sell major overhauls to systems Sales for Non Salesmen Rocket Builders

  7. How the Moore model works • Marketing drives a meeting wrto a critical pain point. • e.gComputer Associates TV commercial • Your evidence supports your solution. • Earn your meeting at a top level. • Use the referral path. • Concentrate on the top five deals. Sales for Non Salesmen Rocket Builders

  8. It is based on a process. • Define project objectives. • Define a ‘best practice’ process. • Define desired outcomes. • Given the process and outcomes, detail the necessary activities to get needed results. Because you have fewer resources these days, you work with the end in mind! Sales for Non Salesmen Rocket Builders

  9. The Top Sins of Selling ( Selbie 2001) • Calling at non-decision making levels. • How often do your sales people meet with senior management within your customer’s organization? • A belief that it's a "closing problem", when it's always a "qualifying problem". • Why do twenty percent of the sales people in the world make eighty percent of the commissions available? Sales for Non Salesmen Rocket Builders

  10. Failure by the sales force to follow a consistent sales process. • How accurate are your sales force's revenue forecasts through the years? • The premature proposal trap. • What is the fastest way to get rid of a sales person? (Ask for a proposal.) • Not having a documented sales plan with measurable goals and objectives • How confident are you in your existing documented sales plan? Sales for Non Salesmen Rocket Builders

  11. Failure to utilize the most effective sales weapon you have- your existing customers. • How many letters of reference from existing customers do you have on file? • Thinking that “software” alone will correct an inconsistent or ineffective sales process. • When has software corrected bad accounting practices? Sales for Non Salesmen Rocket Builders

  12. The cost of not having a process. Revenue Staircase SALES MANAGEMENT SALES CAMPAIGNS $ MARKET DEVELOPMENT MARKET POSITIONING Time Sales for Non Salesmen Rocket Builders

  13. Traditional Sales Model • Direct • Manufacturers Rep. • Distributors • And/or In-house Support Engineer. “Put more men on the job!” Sales for Non Salesmen Rocket Builders

  14. Leveragable Sales Models • OEM. • Customer as salesman. • 100% partner sales. • Direct Internet. • Product as salesman. Sales for Non Salesmen Rocket Builders

  15. Leveragable Sales Models (cont) • Co-Marketing • Partnering on markets • Contra • Remote selling tools • Use your Specialist • Websales Sales for Non Salesmen Rocket Builders

  16. Leveragable Sales Models (cont) • Target lighthouse accounts • Leverage the tradeshow • Use your customers • Use your small size • Free trial (dying) Sales for Non Salesmen Rocket Builders

  17. OEM deals • They put their name on it. (White box.) • You build and license it to them. Sales for Non Salesmen Rocket Builders

  18. The OEM Sale • Why do it? • Revenue. • Validate your product with market leaders. • Gain insight into a new (for you) market. • You may not be ready to directly enter this market. Sales for Non Salesmen Rocket Builders

  19. The OEM partner • What’s in it for them? • Product not a strategic build, but whole product sale needs it. • You are faster, cheaper and better at building it. • Buying frees their people to work on higher value tasks. Sales for Non Salesmen Rocket Builders

  20. Is OEM for you? • Cash flow to survive the 18 month Valley of Death. • Sales revenue will be lost if their product does not have this. • Marketing drives sales such that your product will be spec’d in by their Product Manager Sales for Non Salesmen Rocket Builders

  21. OEM Service and Support? • Sales effort can be less than direct. • Revenues increase as you add professional services. • Your support drives OEM product adoption rate: • Satisfaction is up. • Rejection rates are down. • Revenues accrue earlier. Sales for Non Salesmen Rocket Builders

  22. Rocket Builders Rules for OEM sales • 1 in 20 deals survives and works. • It’s work the big partner does not want to do. • You do all the dirty, difficult work. • They make the most money. Sales for Non Salesmen Rocket Builders

  23. Customer as Salesman • Dell model. • Customer tells you what they want to buy. • Simple, configurable – a tough business. • Drive to operational excellence. Sales for Non Salesmen Rocket Builders

  24. 100% selling through Partners • YKK model. • Patent on locking zipper • No manufacturing, license only • Be the gorilla. • Have the critical mass. Sales for Non Salesmen Rocket Builders

  25. Direct (Internet) Marketing • Internet spam is an example. • E.g. Mini webcam. • Lots of documentation on how to do. • Strong Simple Value Proposition. • Handle with telesales. Sales for Non Salesmen Rocket Builders

  26. Product as Salesmen • Quicktax • If you want to access this feature – upgrade. • Activestate –“free” product until it is in a commercial release. • Pilot projects that give a daily indicator of the ROI. Sales for Non Salesmen Rocket Builders

  27. Co-Marketing One • Find companies with complimentary products or services that need information /leads from the same target market. • Eg. If two customers shared the same resource, you could do market research sales for both. Sales for Non Salesmen Rocket Builders

  28. Co-Marketing Two • Develop alliances/partnerships where each company represents the other in business development efforts in the same market. • You may share channels, business development and or complimentary products. Sales for Non Salesmen Rocket Builders

  29. Contra • The exchange of services or products that mutually benefit both companies. • Once the domain of large distributors, it is not always a monetary exchange. Sales for Non Salesmen Rocket Builders

  30. Use your Technical Specialist • This obtains trust at the technical level and work as you move to the 2nd and 3rd level of the sale. • We call this the service manager sale Sales for Non Salesmen Rocket Builders

  31. Websales • You need to touch each customer nine times before they say yes • Use products to facilitate demos, conference calls and product walkthoughs • Placeware, Webex, Genesys, Netmeeting. for demos • Tagline for conference calls • Hidden pages on your website for customer presentations Sales for Non Salesmen Rocket Builders

  32. Target Lighthouse accounts • Pure Geoffrey Moore • Looking for validation and proof • Clients who swing a big influence stick Sales for Non Salesmen Rocket Builders

  33. Leverage the tradeshow • Do more than just go. • Plan to win. • You do not always need a booth Sales for Non Salesmen Rocket Builders

  34. Use your customers • Have them help you find new customers • Use them in good and bad times • Go back to the table • References, references Sales for Non Salesmen Rocket Builders

  35. Use your small size • You are nimble • They are talking to the decision maker • There is no need to wait • Outrageous service starts with you Sales for Non Salesmen Rocket Builders

  36. Free trial (dying) • Use the free trial that partly dies after 90 days method. • Eg Protexis or • The 2 hr Palm Sales for Non Salesmen Rocket Builders

  37. Sales for Non Salesmen Rocket Builders

  38. Closing • Survival requires: • Innovation. • Maintenance of unfair competitive advantage. • Operational excellence in your own house. • Climbing the sales margin ladder with help from others. Sales for Non Salesmen Rocket Builders

  39. References • Mike Sattterfield. Driving the OEM Deal. R&RMarch 2002 • Wyatt Mullin and Colin McWhinnie, Sales on a Shoestring , R&R May 2003 • Geoffrey Moore. March 2003. Acetech 2003. • Clayton Christenson – March 2003. HBS Working Knowledge paper Sales for Non Salesmen Rocket Builders

  40. Reg Nordman • 604-812-7073 • rnordman@rocketbuilders.com • 450- 1122 Mainland Ave. Vanc. • www.rocketbuilders.com Better sales , better partners, better products. Sales for Non Salesmen Rocket Builders

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