Marketplace International 2012 Ireland, Partners for Growth

Transcription

1 Marketplace International 2012 Ireland, Partners for Growth HELPING CUSTOMERS BUY

2 Helping Customers Buy Suzanne Bosscher Profile Head of Marketing Food Services, Aramark Ireland Over 20 years Developing & Implementing effective Sales & Marketing Strategy Best Practise Process & Tool-kits Senior Sales & Marketing Positions within Blue-chip Multi-national FMCG companies i.e. Cantrell & Cochrane, Pepsi, Avonmore Glanbia, PJ Carroll, Statoil Fareplay... Sales Coaching &Training 100+ SME companies through DIT, Enterprise Ireland & Bord Bia Pork Sales Management Programmes Marketing Consultancy & Brand Development wide range of Industry Sectors & Food Companies i.e. Ella's Kitchen, Cafe Kylemore, Brady Family, Bewleys, Aramark Food Services 2

3 Helping Customers Buy Content Overview The Sales Process Qualifying your leads Building a Sales Pipeline Converting Leads into Business Lead Management and Sales Funnel Follow Up 3

4 Helping Customers Buy Key Deliverables Understanding & Aligning the different stages of Buyer & Seller process in preparation for meeting the Marketplace Buyer, and develop a follow up sales plan that worksthe Sales Process Building & Managing a Sales Pipeline Lead Management Lead Nurturing Follow Up Plan Converting Leads into Business Lead Generation Lead Qualification Conversion Rates & Pipeline Value 4

5 Understanding Buyer & Sales Process! 5

6 Aligning the Buyer Process & Sales Process Need recognition and problem awareness Information search Evaluation of alternatives Make purchase Post purchase evaluation 6

7 Buyer Process Step 1. The Customer Journey Need recognition and problem awareness Information search Trial/Sample Evaluation of Alternatives i.e. Quotes, Meetings, Samples Make purchase Post purchase evaluation 7

8 Buyer Process Step 2. Key Decision Making Stages Determining possibility of buying Looking for the opportunity to buy Taking action Endorse / Complain Need recognition and problem awareness Information search Trial/Sample Evaluation of Alternatives i.e. Quotes, Meetings, Samples Make purchase Post purchase evaluation 8

9 The Role of Sales is to help the customer through the buying funnel Buyer Process 3. The Sales Role Determining possibility of buying Looking for the opportunity to buy Taking action Endorse / Complain Need recognition and problem awareness Information search Trial/Sample Evaluation of Alternatives i.e. Quotes, Meetings, Samples Make purchase Post purchase evaluation 9

10 The Role of Sales is to help the customer through the buying funnel Buyer Process Step 4. The Follow Up Determining possibility of buying Looking for the opportunity to buy Taking action Endorse / Complain Need recognition and problem awareness Information search Trial/Sample Evaluation of Alternatives i.e. Quotes, Meetings, Samples Make purchase Post purchase evaluation 1

11 Understanding the Buyer Process - Putting it into Practise Exercise 1. Select one company from your team trying to sell a product or service 2. Identify a target customer type to sell this product or service to 3. Working as a Team, use the Customer Buyer process model, create a step by step scenario of actions this customer will go through at each stage of the buying process FLIP CHART EXAMPLE Each team will be asked to present their customer buying journey 11

12 Aligning the Sales Process Step 1. Initial Contact MARKET PLACE MEETING Company Overview presented? Product proposition presented? Decision-maker identified? Any other influencers? Considerations / Objectives: Replace existing Supplier Nomination alongside existing Supplier Breaking new ground Rank level of interest 1

13 Sales Process Step 2. Prepare For Meeting MARKETPLACE MEETING Company Overview ed? Product proposition ed? Samples sent? Representative present at Sampling? Progress to achieve face-to-face meeting Phone contact? contact? Nomination alongside existing Supplier Breaking new ground Rank level of interest 1

14 Sales Process Step 2. Prepare For Presentation On-Brand Selling Module aligns with this programme here... Objective is to help the customer Selling is helping If you can help with what they need, then they will buy 1

15 Sales Process Step 3. Meeting Achieved MEETING ACHIEVED Product / Concept presented? Interest established with Volume / Value opportunity? Preliminary Commercial Proposition presented? 1

16 Sales Process Step 4. Proposal/Tender FIRM PROPOSAL COMMUNICATED FOLLOW UP 1 Verbal? ? Face-to-face? FOLLOW UP 2 Negotiation / Review of Proposal FOLLOW UP 3. Chaser to press for a decision 1

17 Sales Process Step 5. Outcome OUTCOME = DECISION-TIME Written agreement to Trial? Written agreement to List? Written agreement for Joint Product Development? Other positive outcome? Opening Order Booked NO PROGRESS LIKELY 1

18 Developing a Sales Process - Putting it into Practise Exercise 1. Select another company from your team trying to sell a product or service 2. Identify a target customer type to sell this product or service to 3. Working as a Team, use the Market Place Sales Tracker to create a step by step scenario of actions for the company to manage each stage of the buying process FLIP CHART EXAMPLE Each team will be asked to present their Sales Process 1

19 Building & Managing the Sales Pipeline 1

20 Lead Generation - Filling the Funnel Website Industry Bodies Advertising Sales Promotion PR Sponsorship Exhibitions Special Events WOM Referrals Identify leads & Follow up Actions 2

21 Lead Qualification - Screen out Suspects & Develop Prospects Assess Value Assess Fit Market Research Industry Body Resource Assess Opportunity Segment Target Rank Build Database 2

22 Conversion Rates & Pipeline Value FOLLOW UP CONVERSION Intro Phone Call Brochure, Website Follow up Call/ Appointment Setting Meetings Quote/Negotiate Close Sale Referrals Need Recognition and Problem Awareness Information search Evaluation of alternatives Make Purchase Post Purchase Growing the success of Evaluation Irish food & horticulture Customers at each stage of the funnel leave = 50% 50 80% 25 INCREASE leave = 50% IN SALES!!! leave = 60% 10 If the percentages could be reduced to 40% 40% 50% Customer numbers would be 18 valued 2

23 Building & Managing the Sales Pipeline - Putting it into practise Exercise: 1. Select another company from your team trying to sell a product or service 2. Identify a target customer type to sell this product or service to 3. What Activities will you use to generate leads? Use the Sales Pipeline Funnel to demonstrate 4. Agree a method to qualify prospects 5. Estimate the value of your sales pipeline line, applying the conversion rates through each stage of follow up FLIP CHART EXAMPLE Each team will be asked to present their Sales Process 2

24 Converting Leads into Business 2

25 Lead Management - Follow up Follow Up Lead Management through the Sales Funnel Create Prospect Database Develop Lead Nurturing Plan 2

26 How do we guide customers through their buying funnel? Need recognition and problem awareness Information search Evaluation of alternatives Make purchase Post purchase evaluation Work as a team with operations, buying, marketing, and technical. Keep communications conversation flowing with customers, building rapport Build trust and value in customers minds through rapport and triggering the next move 2

27 Lead Nurturing Follow Up Follow Up 2

28 Create a Follow Up Communications Plan for every Prospect Follow Up and Communications Document Process Steps Communication Ideas Follow Up Who When KPI 2

29 Converting Leads into Business - Putting it into practise Exercise: 1. Select another company from your team trying to sell a product or service 2. Identify a target customer type to sell this product or service to 3. Using the lead management & nurturing process, list the key steps and actions you will implement to manage your prospects through the sales funnel 4. Using the communications model, develop a follow up programme to close the sale 2

30 Next Steps in Preparation for Marketplace Meeting Take-out Exercise: 1. Complete Marketplace Sales Tracker Document 2. Build in additional communications & follow up ideas from today s programmes : Helping Customers to Buy & On Brand Selling Programmes Support Resources : Bord Bia Marketplace Tool Kit (See Appendix) TMI Online Support conor.oconnell@tmi.ie. Up to 30 Places available on Follow Up Day -Reviewing Your Sales Plan 1-1 Feedback & Coaching (22 nd Feb Bord Bia Offices) 3

31 Appendix I. Bord Bia Materials Training Module 1. Market Day Presentations Here is a link to the presentations from the meet the markets training day on Sept 13th in Bewleys Airport hotel The aim of this day was to help you choose the market most suited to your product and company. The presentations will look at the market attractiveness of each of the markets Our overseas offices will be there to meet with you and discuss your business and present to you on how to do business in the market. They will also make available to you a market overview of each country. 3

32 Appendix II. Bord Bia Materials Training Module 2. Market Day Presentations Please click on the following link and you will find a copy of the presentations and relevant materials from our Marketplace International 2012 Logistics Training session that was held in Bord Bia Offices last Thursday, the 20th of October. The aim of this training was to give you a background on logistics and provide your company with cost effective product delivery solutions to your targeted markets. The link includes, Presentations, Outsourcing checklists, a list of samples companies 3

33 Appendix III. Bord Bia Materials We also have our Indicative Shipping Costs Calculator up and running now and you can find it by clicking the link Buyer Profiles: The buyers are currently making selecting the companies they wish to meet on the 7 th of Feb working to a deadline of the 13 th of Jan. From week commencing the 16 th of Jan, your sector manager will start to notify you of the buyers wishing to meet with you and provide you with a one page Buyer Profile document see example. Market Visits: Bord Bia overseas offices recently ran market visits to your target markets. Even if you missed these, you can still complete a visit to your target market yourself and use the suggested market visit itinerary drawn up by the BB offices. Other BB materials: there is a huge amount of information research, insights etc. That you can use to support your sales rationale available ON 3