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Increasing our value to the Ipod generation Rick A Dolezal, ABBPlant Managers and key decision makers in our business going forward will be products of the Ipod generation. You may recall, other electronic music players started this craze. RIO had the best selling portable MP3 player a decade ago, but they have not had the success Apple has had with the Ipod. The Ipod succeeded because it was easy to use. In the same way, our marketplace going forward is looking for ease of use and an ease of doing business. As we package our marketing message to our sales force, it must be quick to understand, show immediate benefits and communicate a sense of urgency. We'll show how you can set up a marketing plan and the sales message that results in sales in this evolving environment. BIO - Mr. Dolezal is the Director of Sales and Marketing for ABB’s Process Automation Business in the US. His role includes setting and managing sales results, developing the marketing strategy, coordinating market access, and implementing new marketing programs. With 28 years of industry experience, Rick’s background in process control and automation systems has involved product development, delivery, marketing and sales. Rick spent 17 years at Rockwell Automation before joining ABB in February of 2009. Rick graduated from the Ohio Institute of Technology in Columbus, Ohio with an electrical engineering degree.
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© ABB Group April 10, 2023 | Slide 1
Marketing and Selling in the year 2011… and
beyond
Rick Dolezal
© ABB Group April 10, 2023 | Slide 2
Goals
1. To achieve sales targets
2. Show improvement
© ABB Group April 10, 2023 | Slide 3
Survey Overview
Objective: To understand what is working well and what needs improvement
Who: Sent to:
Our whole team
Sales
Customers Basis: The respondents were asked to define our department
“Strengths”
“Weaknesses”
“Opportunities”
“Threats” Responses: Responses were received from many respondents.
© ABB Group April 10, 2023 | Slide 4
Strengths
0
2
4
6
8
10
12
14
16 Sales People (SAMs)
Evolutions / Evolution Drivers
Proposals
Marketing
FSEs / Regional Mgrs / Opsmanagers
Customer Focused / SalesSupport
Subscription Services
Product Portfolio
Teaming
Industry Leader / New Ideas
© ABB Group April 10, 2023 | Slide 5
Weaknesses
Internal items
© ABB Group April 10, 2023 | Slide 6
We will drive growth by:
1. Offloading sales people from non-selling functions
2. Speeding up responsiveness
3. Focusing on specific sales initiatives
4. Improving how we work internally
5. Responding promptly with a “how can I help?” attitude
6. Communicating internally
7. Raising market awareness
8. Risking – and trying new things
9. Measuring our progress with metrics
10. Focusing on the positives
11. Looking at what we do wrong……….it provides great learning
© ABB Group April 10, 2023 | Slide 7
Tenants of plan going forward Speed, “if it makes sense, do it”
Soft skills
Building credibility
Communication
With Sales
Help sales, we are here to:
Sell
Make it easy and pleasurable to do business with us
We need to embrace new ways of doing things
“We’ve always done it this way”
Ipod generation, ease of use
Focus on “What problem does this fix?
© ABB Group April 10, 2023 | Slide 8
What does success look like? - one year
Increased sales results - sales, margin, EBIT
Response time - managed and faster
Metrics that show improvement
Catalyst to other departments
Took risks
New tools are working
Customer feedback loop in place
More customer touches
Higher sales metrics
Survey Scores ^
Groups are working together
© ABB Group April 10, 2023 | Slide 9
Survey score
Survey measures “Will you promote us to a potential customer?”
Good news – this is not hard to improve
Goal is to be as positive as we can be at every touch point - People buy from people they like
“When you walk into a place and everybody is kind, you notice it and you like it”
“When someone really takes care of you, other things are less of an issue”
The power of this is huge
Everyone was asked to help with this new culture
© ABB Group April 10, 2023 | Slide 10
The challenge?
Do it right up front
Go the extra mile
Making sure people are satisfied with your service – ask them
You are empowered to do the right thing
“If it makes sense….do it!”
© ABB Group April 10, 2023 | Slide 11
Sales Matrix
Relationship
Existing New
Product
Existing
New
80%
40%
17%
5%
Need to focus here
© ABB Group April 10, 2023 | Slide 12
Marketing
Goals – to increase sales
Increase awareness
Make portfolio clear
Provide sales tools that communicate our capabilities when we are around and when we are not around
Strategy
Increase our end customer touches
Increase the number and ways we will touch them
Refresh initiatives
Increase 2-way communications between home office and field, establish metrics to determine what is effective
Generate sales tools with a consistent format
Educate on that format
© ABB Group April 10, 2023 | Slide 13
Sales
© ABB Group April 10, 2023 | Slide 14
The 4 Stages of Learning
1. Can’t do it, can’t explain it
2. Can do it, if explained
3. Can do it, can explain it
4. Can do it, can’t explain it
© ABB Group April 10, 2023 | Slide 15
Key Points
Listen
Have a plan
Identifying “what problem does this solve?”
Focus on selling
Listen
© ABB Group April 10, 2023 | Slide 16
This guarantees success……
In 1964, all members of the Harvard Business School graduating class stated that they have, at graduation, clear goals that they want to accomplish in life. Among them, 5% took the time to write it down on paper. In 1984, a follow up study was done and it was discovered that 95% of those who wrote down their goals were able to achieve them within 20 years. Among the “lazy” majority, only 5% of them were able to reach their expected goals
An earlier study in Yale University also had similar results. This time, only 3% of the 1953 graduating class made written goals. Twenty years after, in 1973, it was found out that this 3% of Yale graduates were able to accomplish more goals than the rest of the other 97% combined.
fitzvillafuerte.com – The importance of writing your goals on paper
© ABB Group April 10, 2023 | Slide 17
So……become someone people like
You can measure the relationship between you and your customer organization
Number of key people known at the customerExamples:
Number of key people they know at your company % customer available spend Number of social events each year Number of educational presentations made Quality of business relationship %. of complaints satisfied – in full, on time
People buy from……..people they like
Become a “likeable” person
© ABB Group April 10, 2023 | Slide 18
Relationship Criteria Measurement(points)
Score Key Actions to Improve Criteria Score
1 2 3 Today Tomorrow P What Who When
1. No. of key people (sponsor / power sponsors) we know in the account
1 2-3 3+
2. No of key people they know in your company
1 2-3 3+
3. % of ‘available’ customer spend <20 20 – 50
> 50
4. No of educational events p/qtr (workshops, seminars, breakfasts etc.)
0 1 >1
5. No of social events per year. 0 1 - 2 >2
Increasing the relationship
© ABB Group April 10, 2023 | Slide 19
SponsorSponsor
Power Sponsor Power Sponsor
End userEnd user
BeneficiaryBeneficiary
AdversaryAdversary
Legal / Technical / Administrativeegal / Technical / Administrative
FinancialFinancial
Human ResourcesHuman Resources
Approval Types within an account
© ABB Group April 10, 2023 | Slide 20
Buying Phases
T I M E
Needs
Cost
Solution
Risk
Needs
Price
Solution
Risk
(PHASE I)DETERMINE
NEEDS
(PHASE II)EVALUATE
ALTERNATIVES
(PHASE III)EVALUATE
RISK
L E
V E
L
O
F
C O
N C
E R
N
Shifting Buyer Concerns
© ABB Group April 10, 2023 | Slide 21
Keep your feet moving forwardKeep your feet moving forward
You can’t guarantee sales results, You can’t guarantee sales results,
but you can guarantee… but you can guarantee…
sales activitysales activity
((AlAll enabling sales efforts and activitiesl enabling sales efforts and activitiescontribute to future sales results)contribute to future sales results)
© ABB Group April 10, 2023 | Slide 22
Identifying Potential ‘Pains’
Behavior we hear and see
“particularly busy at the moment….” “several big contracts that need a lot of work…”
“very fussy with what we buy…”
“prefer dealing with a specialist training supplier…”
“rather awkward shape..”
Reasons (motivations)
for the behaviour
The Iceberg Principle
© ABB Group April 10, 2023 | Slide 23
No Pain, No Pain,
No ChangeNo ChangePain = Problem,
Critical Business Issue, or
Potential Missed Opportunity
What will motivate a customer towards change?
© ABB Group April 10, 2023 | Slide 24
GreedGreed
FearFearTwo greatest motivators
What will motivate a customer towards change?
© ABB Group April 10, 2023 | Slide 25
Building ‘Professional Rapport’ – The Initial Value Proposition
“tell me more…”
“not interested”
“so what?”
30 seconds
Motivation
Time
Critical Interest Point(Left – hand column: “Is this worth any more of my time?)
You gotta have a value proposition
© ABB Group April 10, 2023 | Slide 26
How to Listen More Effectively Slow down!
Adopt a ‘seek to understand’ mind set!
Practice repeating back your understanding of what has been said – before responding (check for clarification)
Listening – it takes work
© ABB Group April 10, 2023 | Slide 27
In summary
People buy what they want, not what they need,
our job as educators is to help prople want…..what they need
Three greatest sales tools
1. Ears
2. Notebook
3. Pen
We need to spend the time understanding a customer’s pain
Before talking about a solution, we must ask ourselves, “What problem does this fix?”
Thanks to you for helping me fix my problem
© ABB Group April 10, 2023 | Slide 28
Let’s go…..
Great time to be here
Exciting 2011
Change
Embrace it
Press on it
Go towards it
We can turn these “Dreams” into reality
© ABB Group April 10, 2023 | Slide 29