Upload
business-link
View
391
Download
0
Tags:
Embed Size (px)
DESCRIPTION
As part of the "Back2Basics" series this sales matercalss discuss routes to explore your competitive advantage
Citation preview
WELCOME
WHATHOWWHEREWHOWHEN
Routes to competitive advantage
Reduce labour costs: Turnover divided by # of full time equivalent employees = output per capita. Low = labour intensive business. High = knowledge intensive business
Material costs reduced: Buying power + efficiency of material utilisation
Production costs: ie, more out of the production (increased yield : output from input) cheaper ways of production
Marketing based route: ie, brand power & distribution (internet for example)
Routes to competitive advantageResearch & development: Doing something that no body else
does or can offer at this moment in time
Location advantage: Only one of its kind in the area
Service: Demand a higher premium for a guaranteed level of service (DHL deliver to your door come hell or high water by the agreed time)
Applications engineering: Different products out of the same materials, therefore producing the vast bulk of your products using a base of components eg; IKEA furniture is made out of combinations of the same components, Subway sandwiches etc
Unique Selling Position(s)
I.D Key USPs in your business that customers value
If not unique : Key positions that are high on customer’s values
EXERCISE
Unique selling position(s)
Competitor one Competitor two Competitor three
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Delivery time
Available stock
Reliability
After sales
Lead generation The Funnel
PROSPECTS
SUSPECTS
ENGAGED
SEGMENTED
REFERRED BUSINESS
RETAINED BUSINESS
Skills matrix
Rapport Negotiation Product knowledge
Actively listens
Flexible Lead generation
PERSON 1
PERSON 2
PERSON 3
Not applicableNeeds assistanceGood performanceInternal champ
Talk is CHEAP
Action is VALUABLE
People buy people
A : AlwaysB : BeC : Closing
INTRODIAGNOSEPROPOSESELL
“Any situation (however remote) where ANYONE can form ANY impression on your organisation”
Moments of Truth[M.O.T]
1. Gain personal credibility
2. Gain professional credibility
3. Form an agenda to move forwards
INTRO [Objectives]
INTRODIAGNOSEPROPOSESELL
Wants v Needs
Stage of change [motivation] cycle
Pre-contemplation
Contemplation
Prochaska and DiClemente 1982
Motivation / readiness to buy
INTRODIAGNOSEPROPOSESELL
Stage of change [motivation] cycle
Pre-contemplation
Contemplation
Preparation
Prochaska and DiClemente 1982
INTRODIAGNOSEPROPOSESELL
Stage of change [motivation] cycle
Pre-contemplation
Contemplation
Preparation
Action
Maintenance
Lapse
Prochaska and DiClemente 1982
“If we don’t take care of the customer……..somebody else will”
SStart with a clear view of what you are selling and why (benefits as well as features
UUnderstand what the market (customers) REALLY WANT (it might be different to what they need...VALUE POSITION)
CCompetitor Analysis: What’s your competitive advantage and how can you defend it?
CCentre your selling activity around the customer... match your proposal to what they value
EEducate your people about selling. Everyone is selling regardless of their job title or role in the business. Consider the Moments of Truth. Empathise with their perception of selling and then change it
SSincerity is the key to lasting customer relationships which can result in repeat business and referred business. How would you like to treated as a customer?
S Start all over again every time you sell... INTRO... DIAGNOSE... PROPOSE... SELL
Steps to SUCCESS
w : www.expressionspartnership.com