Successful sales strategy

Market development over all sales strategy

1. Presented by …….. Successful Sales Strategy

2. Successful Sales Strategy 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 Coming up...

3. A plan to achieve the sales goal of a business Describes how a business will win, retain and develop customers... A blueprint for success What is a sales strategy?... 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 …’ 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’... ‘ every organisation needs a sales strategy ’ ‘A sales strategy aligns the company’s sales goal with the approach to achieve that goal’ Successful Sales Strategy

6. Key elements of a sales strategy?… Successful Sales Strategy

7. Key elements of a sales strategy?… 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 Successful Sales Strategy

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

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… Successful Sales Strategy

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 Successful Sales Strategy

12. How customer orientation works! Need Benefit Feature Reliable off grid power generation that helps its customers manage/ eliminate their challenges and deliver their projects on time and within budget and… that yields a strong return on investment Provides reliable , silent and emission free power generation solutions that eliminate challenges faced by users helping them reduce costs and for Speedy Hire improve profits Firefly designs and manufactures off-grid, portable and permanent solar-powered generators for a wide range of applications from festivals to construction site offices A UK based manufacturer of solar powered generators An equipment rental and support services supplier Customer orientation drives sales Successful Sales Strategy

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 Successful Sales Strategy

14. Engaging the selling process… Successful Sales Strategy

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 Successful Sales Strategy

16. Ten ways of generating sales leads Ways of generating leads 1. Seek referrals from present satisfied users e.g. Balfour Beatty, Coca Cola Enterprises 2. Ask channel partners e.g. Speedy Hire 3. Attend conferences and exhibitions e.g. Renewable UK Annual Conference 4. Engage web marketing and social media 5. Register and advertise with trade associations e.g. Construction Plant Hire Association

17. Ten ways of generating sales leads Ways of generating leads Publicis e your business via news media e.g. Forbes, Guardian, Telegraph, Evening Standard, City AM; retain a PR firm - check out www.prweek.com 7. Post offers of information/product trial for limited period on your website 8. Personal visits/cold calls to potential customers e.g. Brandon, HSS 9. Partner with a plant hire firm to stage promotion events 10. Engage Telemarketing e.g. The Telemarketing Company Be imaginative in finding ways to generate leads Use own networks Successful Sales Strategy

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

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 The s elling model A – Attention I – Interest D – Desire A – 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 State of customer engagement What you might say… A – Attention ‘Winning more customers would grow your business …’ [address the pain…need] I – Interest ‘How would it be if Firefly enabled you to win more customers…’ [likely reply…’tell me’] D – Desire ‘Let me show you how Firefly can do this…’ [present sales value proposition ] A – Action ‘Let me arrange a demonstration’ or ‘hire a unit for 6months and see the results…’ [trial close]

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...’ Successful Sales Strategy

23. How to build a successful sales strategy? Successful Sales Strategy

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

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 Successful Sales Strategy

26. 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 Asked the panel to address five questions... Successful Sales Strategy

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

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) Successful Sales Strategy

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