Strategic Selling듳뿍뮧쿺쫛햽싔Strategic selling 1KEY OUTCOMES 훷튪쒿뇪1. To learn the elements of 1.톧믡햽싔탔럖컶뗄룷룶튪Strategic analysis and learn a 쯘, 틔벰헆컕훆뚨쿮쒿닟process for setting strong 싔뗄쇷돌account . To analyze some key or 2.럖컶튻킩훘튪뗄, 맘볼뗄important accounts and set 쿮쒿, 훆뚨웤룺ퟙ햽싔account strategies (. position ( 죧: 떱잰ힴ첬, 웚췻, now, desired position, action 탐뚯볆뮮).plan ).Strategic selling 21
Contents 쓚죝⇒Introduction ⇒뷩짜•Buying influences•싲랽펰쿬솦•Buying Influence Modes•싲랽펰쿬솦훖샠•Sales Funnel•쿺쫛슩뚷•Ideal Customer•샭쿫뿍뮧•Strategic Analysis•뿍뮧떵낸럖컶뇭•Summary•킡뷡Strategic selling 3Future chock캴살뗄돥믷뫍쳴햽훐•퓚쿺쫛쇬폲훐, 뇤뮯뿉틔쫇•In the selling area, CHANGE can be:•퓚쫐뎡랶캧랽쏦•in your marketplace •퓚폃뮧랶캧랽쏦•in your customer base•퓚닺욷랽쏦•in your product line•퓚쓣뗄뺺헹솦랽쏦•in your competitive position in •퓚쓣뗄쫐뎡닟싔뫍쪵쪩랽쏦your market strategy and tactics•믲쫇틔짏튻룶믲벸룶랽쏦뗄ퟛ뫏•a combination of all or any of the above•뇤뮯뿉쓜쫇쾸캢뗄쟖쪴, 춻랢뗄•Change can be subtle 쫂볾믲돖탸뗄랢햹erosion, a sudden event or continuous growth. Strategic selling 42
ANALYZE THE SITUATION ퟩ횯뷡릹럖컶쫐헾뢮뿕룛냬헅ퟜ횸믓릤돌뒦�뒦뎤닆컱늿짨놸뒦췵뒦뎤죋쫂늿헣붭쪡풺틼컄뇳탭톧뇳붪헰뿋돂쇹훬웟뮪뚫쏱몽풺쫤엤뗧뗍톹엤뗧뗧웷춨톶훬럯뇶헅죽훕뛋엤뗧춨톶떼몽샮쯄췵컥엜뗀뫲믺슥( 쒳믺뎡톹뗧엤뗧릤돌ퟩ횯뷡릹춼)Strategic selling 5Identify Relevant Individuals좷죏폐맘뛔쿳헅ퟜ횸믓헅ퟜ횸믓릤돌뒦�뒦뎤짨놸뒦췵뒦뎤헣붭쪡풺틼컄뇳릤돌뒦�뒦뎤짨놸뒦췵뒦뎤헣붭쪡풺탭톧뇳붪헰뿋돂쇹틼컄뇳쫤엤뗧뗍톹엤뗧뗧웷탭훬톧럯뇳뇶붪헰뿋돂쇹쫤훕엤뛋뗧엤뗧뗍톹엤뗧뗧웷훬럯뇶훕뛋엤뗧(쒳믺뎡톹뗧엤뗧릤돌ퟩ횯뷡릹춼)Strategic selling 63
INDENTIFY ROLE좷죏폐맘뛔쿳뗄ퟷ폃뻶닟죋뻶닟죋뻶닟죋벼쫵톡탍죋쓚쿟쓚쿟벼쫵톡탍죋쪹폃헟쪹폃헟쪹폃헟( 쒳믺뎡톹뗧엤뗧릤돌ퟩ횯뷡릹춼)Strategic selling 7WHAT IS A STRATRGIC 쪲쎴쫇닟싔탔뗄쿺쫛SALE? •Selling organization has many •싴랽폐뛠룶톡퓱options available. •Many people involved •뛠죋뷩죫•Many levels involved •뛠닣듎뷩죫•Buying organization's decision-•싲랽믺릹뗄뻶닟맽돌뢴퓓making process is complex.•Product being sold may be •쯹췆쿺닺욷뿉틔쫇뫜뢴퓓튲뿉highly complex or simple, ( ., 틔뫜볲떥( 죧: 웸쳥훊웗틇/럖gas chromatograph/ mass 맢틇믲쫖횽)spectrometer or Kleenex).Strategic selling 84
STRONG STRATEGY훘튪뗄닟싔•Leverages strengths ( capitalizes)•삩듳컒랽폅쫆( 뿉샻폃풴)•minimizes or eliminates areas of •복킡믲쿻돽튻쟐늻뚨틲쯘 selling 9WHAT DO WE MEAN BY SETTING SALES STRATEGICS?쪲쎴쫇훆뚨쿺쫛닟싔?POSITION "NOW" REFARDING MY SALES AnalyzeOBJECTIVE1st럖컶틀뻝쿺쫛쒿뇪좷뚨쒿잰쟐죫뗣Think through possible alternative positionsABCDE2nd퓚룷훖뿉탐쟐죫뗣훐톡퓱BEST POSITION3rdReposition re: My sales objectivesퟮ병쟐죫뗣틀뻝쿺쫛쒿뇪훘탂뚨캻ACTION PLAN4thImplement탐뚯볆뮮쪵쪩Strategic selling 105
SINGLE SALES OBJECTIVE떥튻쿮쒿쿺쫛MUST BE뇘탫쫇•Product / Service related •폫닺욷/ 럾컱폐맘뗄•Specific, clear, concise •쳘뚨뗄, 쏷좷뗄, 쏷쇋뗄•Tangible, easily measurable•폐탎뗄, 죝틗뫢솿뗄•Tied to timeline •폐쪱볤쿞훆뗄•Usually not connected by "and"•춨뎣폫웤쯻쿮쒿컞맘.ANSWERS:듰낸" What specifically are you trying 쫇쓣쿖퓚쎻폐, 떫쓣헽쏷좷얬솦to make happen that you don’t 쪹쯼랢짺뗄.have now?"Strategic selling 11Single Sales Objective떥튻쿺쫛쒿뇪Company nameSpecific Product/Dollar RevenueClose Date-Area-Service펪튵뛮잩풼쪱볤릫쮾쏻, 쟸폲쳘뚨닺욷 / 럾컱Total # SingleTotal Sales Objectives__________Dollars $ __________ퟜ볆쿮쒿룶쫽ퟜ볆뷰뛮Strategic selling 126
Contents 쓚죝•Introduction •뷩짜⇒Buying influences⇒싲랽펰쿬솦•Buying Influence Modes•싲랽펰쿬솦훖샠•Sales Funnel•쿺쫛슩뚷•Ideal Customer•샭쿫뿍뮧•Strategic Analysis•뿍뮧떵낸럖컶뇭•Summary•킡뷡Strategic selling 13BUYING INFLUENCES릺싲펰쿬솦•Every sale has 4 types of •쎿룶쿮쒿뻹폐쯄훖펰쿬솦Buying Influences •Each type describes a role in the •쎿훖퓚쿺쫛맽돌훐폐튻뚨ퟷ폃sale. To Increase Probability Of 캪쳡룟돉릦싊, 쓣탨튪:Success You Need To:•Identifyallinfluences•좷죏쯹폐뗄펰쿬솦•Understand eachinfluence's job •쏷냗쎿훖펰쿬솦뗄릤ퟷ훘뗣focusStrategic selling 147
ECONOMIC BUYING 뺭볃펰쿬솦(뻶닟죋)INFLUENCE•Role•ퟷ폃: ퟮ뫳엺ힼ릺싲(튻룶쿮쒿To give final approval to buy (only one 횻폐튻듎)per sale) (힢: 뿉틔쫇튻룶죋, 튲뿉틔쫇튻좺죋, 죧:( Note: May be one set of people such as a board or뚭쫂믡)committee)•Who are they•쯻쏇쫇쮭•Direct access to $ •뿘훆뺭럑•Releases $•늦뿮•Discretionary use of funds •뻶뚨뺭럑쪹폃•Veto power•뇭뻶좨•Focus: •맘힢:Bottom line and impact on organization. 릺싲뛔릫쮾랢햹뗄펰쿬•Asks: •뎣컊컊쳢: " What kind of return will we get on this 듓헢룶릺싲춶훐, 컒쏇쓜뗃쪲investment?"쎴?Strategic selling 15쪹폃헟펰쿬솦USER BUYING INFLUENCE•Role: •ퟷ폃: To make judgements about impact on job 움볛뛔웤릤ퟷ킧싊뗄펰쿬( 뺭뎣performance ( often several or many)쫇튻킩)•Who are they•쯻쏇쫇쮭•People using/ supervising use of your •쪹폃믲맜샭쪹폃쓣닺욷/ 럾컱product or service뗄죋•Personal since User will live with your •폫닺욷쪹폃쿠맘죋풱proposal.•Direct link between User's success and the •횱뷓솬뷓쓣뗄닺욷/럾컱횮돉success of your product/ service.릦뫍폃뮧횮돉릦뗄죋.•Focus: •맘힢:The job to be done 릤ퟷ쓜췪돉•Asks: •뎣컊컊쳢: How will it work for me?"죧뫎캪컒릤ퟷ쓘?Strategic selling 168
TECHNICAL BUYING 벼쫵톡탍죋INFLUENCE •Role:•ퟷ폃: To screen out (often several or many)쳴톡( 뺭뎣폐튻킩)•Who are they•쯻쏇쫇쮭•Judges measurable, quantifiable •뫢솿쓣뗄랽낸aspects of your proposal•Gatekeeper •쫘쏅풱•Makes recommendations•쳡돶췆볶랽낸•Can't say yes ( ., final approval)•늻쓜쮵"YES" ( 죧ퟮ뫳뻶뚨)•Can say no -often does•뿉틔쮵"NO" -뺭뎣죧듋•Focus•맘힢: Product per secrition닺욷탔쓜횸뇪•Asks: •뎣컊컊쳢: " Does it meet specifications?"" 쯼럻뫏벼쫵횸뇪싰?"Strategic selling 17COACH 뷌솷(쓚쿟)•Role:To act as a guide for this sale (develop at•ퟷ폃: 횸떼쿺쫛( 훁짙랢햹튻least one) 쏻)•Who are they•쯻쏇쫇쮭•Can be found:•쯻쓜놻랢쿖•In buying organization •퓚싲랽뗄ퟩ횯뷡릹훐•In your own organization •퓚쓣ퟔ벺뗄뷡릹훐•Outside both •틔짏솽헟횮췢•Provides and interprets information about:•쳡릩뫍뷢쫍죧쿂폐맘탅쾢:•Situation •떱잰쟩뿶•Buying influences•룷훖펰쿬솦•How each wins •룷랽뿉퓵퇹좡쪤•Focus:•맘힢훘뗣: Your success with this proposal 쓣퓵퇹좡쪤•Asks: •뎣컊컊쳢: " How can we pull this off?"" 컒쏇퓵퇹쓜�?"Strategic selling 189
COACH 뷌솷(쓚쿟)CRITERIA FOR IDENTIFYING:좷죏뇪ힼ•You have credibility with this •쓣뛔헢죋폐탅폾individual •This person has credibility with •룃죋뛔룃쿮쒿쒳킩뻶닟죋폐펰the Buying Influences for this 쿬솦sales proposal.•This person wants yoursolution •룃죋튪쓣뗄랽낸( 늻싛뫎풭틲) ( for whatever reason).Strategic selling 19RED FLAGS 뫬웬•Critical information missing •맘볼탅쾢좱랦•Uncertain about information•탅쾢늻좷뚨•Any uncontactedBuying •죎뫎캴뷓뒥뗄" 펰쿬솦"Influence•Buying Influence(s) new to the •탂돶쿖뗄펰쿬솦job•Reorganization•믺릹훘ퟩStrategic selling 2010
Contents 쓚죝•Introduction •뷩짜•Buying influences•싲랽펰쿬솦⇒Buying Influence Modes⇒싲랽펰쿬솦훖샠•Sales Funnel•쿺쫛슩뚷•Ideal Customer•샭쿫뿍뮧•Strategic Analysis•뿍뮧떵낸럖컶뇭•Summary•킡뷡Strategic selling 21BUYING INFLUENCE 싲랽펰쿬솦훖샠MODES•Every sales proposal is a change. •쎿훖쿺쫛붨틩쫩, 쫇퓚뇤뮯뗄.•Individuals may respond to •쎿룶죋뛔헢훖뇤뮯뗄랴펦쫇늻change in different ways.춬뗄•There are 4 different reactions •폐쯄훖늻춬뗄탄첬or Modes. To increase Probability of캪쳡룟돉릦싊쓣펦룃:Success you need to:•Understand a Buying Influence's •쇋뷢펰쿬솦첬뛈훖샠mode. •Develop an approach for each •뛔쎿튻훖샠ힼ놸튻훖랽램mode. Strategic selling 2211
GROWTH 퓶뎤탍Probability of a Sale is High뿉쓜쿺쫛믺싊듳ytilauQ retteB- ytitnauq e솿Results neededro훊M뫃룼 ,솿쫽웚췻뷡맻뛠룼DISCREPANCY닮뻠REALITY today( the way things are right now) 쿖쪵Does Your Proposal Close the Gap? 쓣뗄붨틩쓜쳮늹닮뻠싰?Strategic selling 23TROUBLE 삧쓑탍Probability of a Sale is High쿺쫛믺믡듳RESULTS needed웚췻뷡맻DISCREPANCY닮뻠CAUSE X평폚XREALITY today쿖쪵Does your proposal remove the Cause of the Trouble?쓣뗄랽낸쓜쿻돽퓬돉헢삧쓑뗄풭틲싰?Strategic selling 2412
EVEN KEEL놣쫘탍probability of a Sale is low쿺쫛믺믡킡RESULTS needed웚췻뷡맻REALITY today쿖쪵Why Rock the Boat now?캪쪲쎴쿖퓚튪뇤?Strategic selling 25OVERCONFIDENT 쎤쒿샖맛탍Probability of Sale is Nil 쎻쿺쫛믺믡Perceived REALITY 죏캪뗄쿖쪵Today Caused by: 뷱쳬평폚False Reading of Situation뛔쿖쪵듭컳죏쪶Your proposal’s seen asSights Set Too LowNegative Impact on REALITY퇛맢첫뗍쓣뗄랽낸뫃쿳폐뢺쏦ퟷ폃RESULTS needed 탨튪뷡맻“Who needs your proposal? 쮭튪쓣뗄랽낸?I’ve Never Had it so good.”쎻폐쯼컒튻횱ퟶ뗄뫜뫃.Strategic selling 2613
RATINGS 듲럖•+5 Enthusiastic Advocate•+5 좫솦펵뮤•+4 Strongly Supportive•+4 듳솦횧돖•+3 Supportive•+3 횧돖•+2 Interested•+2 폐탋좤•+1 Will go along•+1 뷸튻늽쇋뷢•-1 Probably Won't Resist•-1 튲탭늻믡랴뛔•-2 Uninterested•-2 늻룐탋좤•-3 Mildly Negative•-3 럇뎣랴뛔•-4 Strongly for Competition•-4 듳솦횧돖뺺헹뛔쫖•-5 Antagonistic Anti-Sponsor•-5 뛔뾹Strategic selling 27Example AExample BModeRatingModeRating쒣쪽듲럖쒣쪽듲럖EconomicEK-2T+3뺭볃놣쫘삧쓑UserT+3EK-2쪹폃헟삧쓑놣쫘TechnicalT-3EK-2벼쫵삧쓑놣쫘CoachG+4T+5뷌솷퓶뎤삧쓑Strategic selling 2814
BUYING INFLUENCE 싲랽펰쿬솦춼뇭CHARTECONOMIC: release $$USER: judges impact on job뺭볃탍쪹폃헟탍Dan Farley G +2Doris green G +3퓶뎤탍퓶뎤탍Harry Barnes EK -2놣쫘탍TECHNICAL: screens outCOACH(ES): guides me on this sale벼쫵탍뷌솷탍Garry Steinberg T –4Doris green G +3퓶뎤탍퓶뎤탍Will Johnson OC –4Andy Kelly T +4Harry Barnes EK -2삧쓑탍놣쫘탍Strategic selling 29SELLER ( I )WINLOSEBUWINI WINI LOSEYYOU WINYOU WINERLOSEI WINI LOSE(YOU)YOU LOSEYOU LOSEStrategic selling 3015
Contents 쓚죝•Introduction •뷩짜•Buying influences•싲랽펰쿬솦•Buying Influence Modes•싲랽펰쿬솦훖샠⇒Sales Funnel⇒쿺쫛슩뚷•Ideal Customer•샭쿫뿍뮧•Strategic Analysis•뿍뮧떵낸럖컶뇭•Summary•킡뷡Strategic selling 31SALES FUNNEL 쿺쫛슩뚷•Selling time is a resource of •쿺쫛쪱볤튲쫇튻훖풴, 컒쏇which we never have enough.폀풶뻵뗃늻릻•Selling priorities and time •쿺쫛폅톡벶뫍쪱볤뗄럖엤늻쓜allocation are not synonymous.뮮뗈뫅•Every sale requires three •쎿룶쿺쫛죋풱폐3훖늻춬뗄쿺different kinds of selling work.쫛릤ퟷ•The Sales Funnel helps to bring •쿺쫛슩뚷뿉틔냯훺쓣욽뫢헢죽about a balance among all three.랽릤ퟷStrategic selling 3216
To be a successful sale ퟷ캪튻룶돉릦뗄횰튵뮯쿺쫛professional we must be 죋풱, 컒쏇뇘탫쓜ퟶ헢죽훖릤ퟷ:able to do three kinds of selling work:•뾪랢늢좷죏탂쿮쒿•Prospect and Quality•쿮쒿룺ퟙ•Cover-the-Bases•듯돉킭틩•Close the OrderStrategic selling 33SALES FUNNEL 쿺쫛슩뚷Data suggest a possible order or fitAbove Funnel슩뚷짏Kind of work=QUALIFY에뛏톡퓱In Funnel 슩뚷훐Kind of work=Data verifiesContacted at leastCOVER THEa possible orderone Buying InfluenceBASES좷죏폐뿉쓜뚩떥훁짙폫튻룶싲랽뻶닟죋뷓뒥쿮쒿룺ퟙKind of Best Few 돉쫬쿮쒿work=Order is expected in 1/2I know next stepsCLOSE(or less) of the normal sellingLittle or no luck involved듯돉킭틩cycle 뚩떥튪퓚훁짙헽뎣훜웚튻컒횪뗀쿂튻늽, 늻쫇뾿퓋웸냫쪱볤쓚쿂살ORDER 뚩떥Strategic selling 3417
To be a successful sales professional we must be able to do 3 kinds of selling work:ퟷ캪튻룶돉릦뗄횰튵뮯쿺쫛죋풱, PRIORITIES컒쏇뇘탫쓜ퟶ헢죽훖릤ퟷ: 폅쿈PROSPECT & QUALIFY잱퓚뿍뮧에뛏톡퓱COVER-THE-BASES쿮쒿룺ퟙCLOSE THE ORDER듯돉킭틩쫕뿚Strategic selling 35Allocation 쪱볤럖엤( amount of time to each)Above Funnel20%70%40%슩뚷짏In Funnel20%10%20%슩뚷훐Best Few60%20%40%돉쫬쿮쒿TonyHarryAnnStrategic selling 3618
IN ORDER TO ALLOCATE 퓚럖엤쓣뗄쪱볤쪱, 쓣탨TIME PERCENTAGES, YOU 튪뾼싇틔쿂틲쯘:NEED TO CONSIDER THESE FACTORS:1. Number of tasks to be performed to 1. 튪쪹쿮쒿뷸햹돉쿂튻룶“슩뚷move to next funnel step.ힴ첬”쯹튪ퟶ뗄릤ퟷ2. Quality of work to be done 2. 튪ퟶ뗄릤ퟷ뗄훊솿.3. Dollar pay-off involved 3. 뷰뮨럑4. Product mix quotas needed ( . low 4. 캴살춶쟷쫆dollar pay-off product may be a quota requirement for bonus ).5. Investment in the future ( momentum)5. 쮳펦릺싲훜웚6. To accommodate buying cycles. 6. 퓚럖엤쓣뗄쪱볤쪱, 쓣탨튪뾼싇틔쿂틲쯘:Strategic selling 37Contents 쓚죝•Introduction •뷩짜•Buying influences•싲랽펰쿬솦•Buying Influence Modes•싲랽펰쿬솦훖샠•Sales Funnel•쿺쫛슩뚷⇒Ideal Customer⇒샭쿫뿍뮧•Strategic Analysis•뿍뮧떵낸럖컶뇭•Summary•킡뷡Strategic selling 3819
IDEAL CUSTOMER 샭쿫뿍뮧•The closer the prospect is to •뿍뮧뻠쓣샭쿫뿍뮧뗄뇪ힼ풽뷼, your Ideal Customer profile, the 쯻뻍풽쫊뫏쓣, 쿺쫛뻍풽죝틗.better the fit, the easier the sale.•The further away the prospect is •뿍뮧뻠쓣샭쿫뿍뮧뗄뇪ힼ풽풶, from your Idea Customer 쿺쫛쪱삧쓑뻍풽뛠.criteria, the more problems are likely. •Ideal Customer criteria can be •샭쿫뿍뮧뇪ힼ뿉놻폃ퟷ튻훖즸used as a sorting device or to 톡릤뻟, 믲폃폚풤볆뫍뛔뢶삧anticipate and deal with 쓑. selling 39IDEAL CUSTOMER 샭쿫뿍뮧UNIVERSEAbove Funnel슩뚷짏In Funnel슩뚷훐Best Few돉쫬쿮쒿ORDER 뚩떥Strategic selling 4020
쿺쫛뷡맻RESULTS…쫇폫닺욷쿠맘.쯼쏇쏨쫶are product related; they describe 쓣뗄닺욷뛔싲랽튵컱쇷돌your product’s impact on the 뗄펰쿬Buying influence’s business processesWINS…are personal and describe how the Buying influence gains from the obtain results, only peopleퟩ횯뗃떽뷡맻, 횻폐룶죋쓜펮.can selling 41•퓋쫤•볠뿘훊솿•뫏ퟷ맽돌뷡맻•퓚맽돌훐닺욷뗄ꎨ죧ꎬ볲틗ꆢ뿬뷝ꆢ뗍돉놾ꆢ룟훊솿ꎩ•뿉뒥벰ꆢ뿉닢솿ꆢ뿉볠뿘닺욷•죋쏇싲쪲쎴ꎿStrategic selling 4221
릺싲펰쿬솦펮ퟔ짭샻틦•탨튪싺ퟣ•룶죋돐억뗄쪵쿖•탄샭탨쟳•펰쿬뫍잿뮯쒳죋뗄볛•짺샭탨쟳횵맛뫍첬뛈•늻뿉뒥벰ꆢ늻뿉닢솿ꆢ늻뿉볠뿘뗄•죋쏇릺싲뗄풭틲Strategic selling 43룶죋릺싲솦“펮”폫뷡맻룶죋샻틦뿍뮧맽돌닺욷Strategic selling 4422
WIN-RESULT CHART 쿺쫛뷡맻럖컶춼Buyers 싲랽Results 뷡맻Wins �Dan Farley (EB)Productivity increase짺닺싊쳡룟Doris Green ( UB)feeling ofLess overtime; 볓냠복짙Maintain departmental controlPerformance놣돖늿쏅뿘훆룐뻵Harry Barnes(UB, TB)Continued reliability돖탸뿉뾿Security 낲좫Gary Steinberg (TB)Move inventory faster뿢듦룼뿬틆Will Johnson (TB)Easy credit arrangementsEnhance reputation with뇣샻뗄뷨듻낲업management퓶잿맜샭췾탅Strategic selling 45SUMMARY ퟜ뷡•Order alone is not enough•뚩떥늢늻쫇좫늿•Satisfied Customer•뿍뮧싺틢튪샎볇•Long-Term Relationships•뎤웚맘쾵튪놣돖•Repeat Business•믘춷뿍쫇룼훘튪•Referrals•뒫뗝탅쾢, 횪쪶, 랽낸, 맛쓮, 튲쫇훘튪늿럖Strategic selling 4623
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