Slides from our Sales Workshop from June. - Know who your customer is - Where do they hang out - What language to do they use Sales is a living entity in your business,

1. The Science of Selling
June 2013
Brian Cullinane

3. What does Sales mean?
Selling
Marketing
Sales & Marketing
Business Development
Account Development
Customer Acquisition

5. Awareness
& Lead
Generation
Opportunity
Management
Relationship
Management
Three Key Elements

6. Are they aligned?
Opportunity
Management
Relationship
Management
Lead
Generation
Are activities linked
to business goals
and financial
targets?
Can performance
and effectiveness
of activities be
measured?
Are activities
undertaken
appropriate for
your business?
Are your
customers
segmented and
engaged with
accordingly?

7. Objective: A Continuous Process
Opportunity Management Relationship ManagementAwareness &
Lead Generation
Up & Cross
Sell
Referrals &
Introductions
Product
Development
Nurture
Events
Networking
Cold calling
Marketing Campaigns
Website / Landing Pages
Social Media
Sponsorship
Advertising
Thought Leadership
Activity Plans
Sales Process
Pipeline Management
CRM
Sales Plans
Client Segmentation
Relationship Management
Client Development Plans

8. Lead Generation
Lead
Generation
• What are your Value
Proposition(s)?
• What problem(s) are you fixing?
• Who is your Target market?
• Do you understand the
prospect’s industry or sector?
• How do you create awareness
and generate leads?
• What’s the best approach?
• How can you measure
effectiveness of your activities?

9. Market Analysis
Target Customer Type 1 Customer Type 2 Customer Type 3
Company
Individual
Value
Proposition
(Messaging)
Obstacles and
Issues
Approach and
Routes to
Market
Resources
Required
Competitors

10. Customers don't
always know
they’ve a problem.

11. Opportunity Management
Opportunity
Management
Lead
Generation
• How will you track and manage
each new opportunity created?
• Have you a clear sales process
with defined stages, tasks and
actions?
• Do you understand the
customer’s buying cycle?
• Do you ask questions?
• Do you actively listen?
• Do you set clear objectives?
• Can you identify why and where
blockages occur?

12. Sales Funnel (Process)
Qualified Prospect
Contact Made / Engaged
1st Meeting (Discovery)
2nd Meeting (Outline
Proposal)
Formal
Proposal
Negotiation
Lead
Generation
Activities

13. Sales Process Stages
Stage Name Definition Objective Actions To Be Taken
Qualified Prospect
Engaged
1st Meeting
(Discovery)
2nd Meeting
(Outline Proposal)
Formal Proposal
Negotiation
New Client A new client Commence on-boarding process Pop the corks!

14. Pipeline Management Tools

15. Relationship Management
Opportunity
Management
Relationship
Management
Lead
Generation
• Do you segment your
customers?
• Which customer segment
should you prioritise?
• How do you identify and
manage Up & Cross-Sell
opportunities?
• How and when do you
communicate with them?
• What initiatives can you
take?

16. Relationship Management
• Segmentation
• Understand importance and
value of customers
• Systematic and planned
approach to customer
development
• Identify new revenue
opportunities
• Feed into Value Propositions
Low Value Customers
- Limited opportunity
- Minimum engagement
Development Customers
- Up & Cross Sell opportunities
- Planned approach/strategy
Key Customers
- 80/20
- High level of engagement
- Retention key

17. Summary
• Understand your Prospects
“What’s the problem you’re fixing?”
• Link activity to revenue & business goals
“ Will these inputs give me the desired outputs?”
• Follow a process – stage by stage
“Move them on or move them out”
• Stop Selling – ask more questions and listen
“The Ah Ha Moment”
• Love your customers

18. Brian Cullinane
ie.linkedin.com/ie/briancullinane/
@BrianRCullinane
brian@briancullinane.ie