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© 2013 Gooding Communications Group – an Insight Forums Company
Don’t Leave Your Sales Force Behind
Presented by:
Elizabeth Gooding, President
Gooding Communications Group
An Insight Forums Company
© 2013 Gooding Communications Group – an Insight Forums Company
Print Businesses are Investing
To Add Value to Existing Customers
• Make it easier to do business
• Expand services within current market
• Create “stickiness” and loyalty
To Attract New Customers
• Diversify in a consolidating market
• Expand up-market or down-market
• Enter new vertical markets
© 2013 Gooding Communications Group – an Insight Forums Company
A Great Deal of Analysis Was Done …
• Market Analysis
• Product Analysis
• Request for Proposal
• Implementation Planning
• Business Case
© 2013 Gooding Communications Group – an Insight Forums Company
… and Now Your Sales People Won’t Sell It
Common Problems
• Don’t Believe New Solutions Will Work
• Lack Understanding of New Solutions and Value
• Compensation Plan Encourages Status Quo
© 2013 Gooding Communications Group – an Insight Forums Company
The Doubters
• “The quality won’t be good enough”
• “My customers want what they always get”
• “Our people don’t know how to do that”
• We did something like this a couple years ago”
If you have ever had a service problem, a
pricing problem or a technology problem
– your sales staff will not let you forget it.
© 2013 Gooding Communications Group – an Insight Forums Company
Lack of Understanding
Was your business case solid?
…Then pitch it to the sales force:
• What value can you add for existing customers?
• Why are the new markets worth pursuing?
• What training and lead generation can help them enter new markets?
• How does it tie back to existing products, services, markets?
#1: How do they make money selling it
© 2013 Gooding Communications Group – an Insight Forums Company
Compensation Plans
Should be based on Key Performance Indicators
• Sell this muchQuotas
• Sell this much
• Sell this way
• Sell to these new companies
• Retain/upsell existing clients
Quality
© 2013 Gooding Communications Group – an Insight Forums Company
Other Reasons Why Salespeople aren’t Selling
• Economy
• Competition from other media
• New industry competitors
• Changes in target industry
• Wasting time on bad data
• Not very good at their job
Uh
Oh!
© 2013 Gooding Communications Group – an Insight Forums Company
… What if your Salespeople are Right?
Planning for New Technology
• Process Changes
• Pricing/estimating Changes
• Marketing support/lead generation
• “Go-to-market” readiness
Told
you so
Do you have all the services and support
necessary to make your new technology “market
ready” and profitable? Do you have reference
account?
© 2013 Gooding Communications Group – an Insight Forums Company
… Have You Updated Your Sales Strategy?
Multi-channel Marketing is Critical to Print Sales
• Today's business buyers do not contact suppliers directly until
57 percent of the purchase process is complete according to
the Corporate Executive Board.
Growing percentage of print is bought online
• According to InfoTrends @ 10% of 2012 print sales originated
online and this is expected to grow to 18% by 2014
• Are your salespeople competing with websites for digital
print?
B2B Execs Buy online too
• 4% of B2B execs have made purchases of >$100k via mobile
device according to Google and Forbes Insight.
57
18
4
© 2013 Gooding Communications Group – an Insight Forums Company
Connected Executive
MakeiteasyforB2Bexecstodobusinesswithyou.
© 2013 Gooding Communications Group – an Insight Forums Company
Selling has Evolved
Harvard Business Review
© 2013 Gooding Communications Group – an Insight Forums Company
Companies Who Invest in Inkjet
13
Inkjet to the Rescue!
• Lower cost of production
• Great image quality
• Tremendous finishing flexibility
Operational
Efficiencies with
Broader
Capabilities.
© 2013 Gooding Communications Group – an Insight Forums Company
One Problem . . .
14
Efficiencies
NewCapabilities
There’s a tiger in
the lifeboat and
he’s ready to eat
your profits.
We need to help sales people
understand both sides of inkjet.
© 2013 Gooding Communications Group – an Insight Forums Company
Inkjet: The Customer Lens
15
Printer’s perspective:
LOWER MY COSTS
• Forms replacement eliminates
stocks.
• Onserts eliminate insert preprint.
• Batching individual jobs into larger
runs reduces overhead.
• Consolidate Mailings – checks with
confirms, statements with
newsletters or disclosures.
• Use less staff
The customer’s perspective
WHAT’S IN IT FOR ME?
• Onserts: Remove limitations on
message variations, expand my
response/ revenue opportunities.
• Color: Develop loyalty programs,
offset costs with revenue, protect
brand identity.
• Consolidating services: Integrate
lifecycle touch points – onboarding,
statements, offers. Avoid double
mailings to customers.
• Give me more lead time for creative
• Reducing my postal expenses
sounds like a good idea too.
© 2013 Gooding Communications Group – an Insight Forums Company
How Do You Prepare Salespeople?
• Reference accounts that were “value sales”
• Vertical market training on industry pain points
• Fundamentals training on new technology to spot
opportunities for process improvement
• Consider additional support:
• Market specialists
• Design specialists
• Problem solvers
Before you sell the new stuff to customers
you have to sell it to the sales force.
© 2013 Gooding Communications Group – an Insight Forums Company
Teaching Sales Methodologies
The Challenger Sale (Portfolio/Penguin 2011) excerpts Harvard Business Review
© 2013 Gooding Communications Group – an Insight Forums Company
Creating a Plan
• Who hunts, who gathers?
• Identify top accounts in all territories – map it, walk it, talk it.
• Group discussions / brainstorming for positioning new tech
• Create individual plan for each rep – review and agree
• What structural, marketing and support is required?
• Make sure comp plan rewards for activities you want
• New business versus existing business
• Specific sales activities, cold calling, updating database, presenting key
offers
• Preferred sales method: phone, face to face, webex/skype
• Include upside financial rewards as well as recognition opportunities
• Look for sources of outside help from your vendor or third parties
on positioning new technology.
© 2013 Gooding Communications Group – an Insight Forums Company
Sell and Price on Value
• Make Money
• Save Money
• Create Awareness
• Beat Competition
© 2013 Gooding Communications Group – an Insight Forums Company
Summary
• Involve sales people in the whole process
• Evaluate whether current sales models / methods apply
• Adjust processes where necessary
• Adjust compensation plans to reward behavior as well as sales
• Provide training and then do it again
• Give recognition as well as rewards – post KPIs monthly
Answer the #1 question:
How do I make money selling this?
© 2013 Gooding Communications Group – an Insight Forums Company
Thank You!
For questions regarding this presentation, please call:
Elizabeth Gooding
800-886-2196 x7
egooding@insightforums.com
www.InsightForums.com
www.Linkedin.com/in/ElizabethGooding
For information on consulting services, please see Gooding
Communications Group, a wholly owned subsidiary of Insight
Forums.
For news, research and training, please visit www.InsightForums.com
21

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Don't leave your sales force behind gooding communications group

  • 1. © 2013 Gooding Communications Group – an Insight Forums Company Don’t Leave Your Sales Force Behind Presented by: Elizabeth Gooding, President Gooding Communications Group An Insight Forums Company
  • 2. © 2013 Gooding Communications Group – an Insight Forums Company Print Businesses are Investing To Add Value to Existing Customers • Make it easier to do business • Expand services within current market • Create “stickiness” and loyalty To Attract New Customers • Diversify in a consolidating market • Expand up-market or down-market • Enter new vertical markets
  • 3. © 2013 Gooding Communications Group – an Insight Forums Company A Great Deal of Analysis Was Done … • Market Analysis • Product Analysis • Request for Proposal • Implementation Planning • Business Case
  • 4. © 2013 Gooding Communications Group – an Insight Forums Company … and Now Your Sales People Won’t Sell It Common Problems • Don’t Believe New Solutions Will Work • Lack Understanding of New Solutions and Value • Compensation Plan Encourages Status Quo
  • 5. © 2013 Gooding Communications Group – an Insight Forums Company The Doubters • “The quality won’t be good enough” • “My customers want what they always get” • “Our people don’t know how to do that” • We did something like this a couple years ago” If you have ever had a service problem, a pricing problem or a technology problem – your sales staff will not let you forget it.
  • 6. © 2013 Gooding Communications Group – an Insight Forums Company Lack of Understanding Was your business case solid? …Then pitch it to the sales force: • What value can you add for existing customers? • Why are the new markets worth pursuing? • What training and lead generation can help them enter new markets? • How does it tie back to existing products, services, markets? #1: How do they make money selling it
  • 7. © 2013 Gooding Communications Group – an Insight Forums Company Compensation Plans Should be based on Key Performance Indicators • Sell this muchQuotas • Sell this much • Sell this way • Sell to these new companies • Retain/upsell existing clients Quality
  • 8. © 2013 Gooding Communications Group – an Insight Forums Company Other Reasons Why Salespeople aren’t Selling • Economy • Competition from other media • New industry competitors • Changes in target industry • Wasting time on bad data • Not very good at their job Uh Oh!
  • 9. © 2013 Gooding Communications Group – an Insight Forums Company … What if your Salespeople are Right? Planning for New Technology • Process Changes • Pricing/estimating Changes • Marketing support/lead generation • “Go-to-market” readiness Told you so Do you have all the services and support necessary to make your new technology “market ready” and profitable? Do you have reference account?
  • 10. © 2013 Gooding Communications Group – an Insight Forums Company … Have You Updated Your Sales Strategy? Multi-channel Marketing is Critical to Print Sales • Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete according to the Corporate Executive Board. Growing percentage of print is bought online • According to InfoTrends @ 10% of 2012 print sales originated online and this is expected to grow to 18% by 2014 • Are your salespeople competing with websites for digital print? B2B Execs Buy online too • 4% of B2B execs have made purchases of >$100k via mobile device according to Google and Forbes Insight. 57 18 4
  • 11. © 2013 Gooding Communications Group – an Insight Forums Company Connected Executive MakeiteasyforB2Bexecstodobusinesswithyou.
  • 12. © 2013 Gooding Communications Group – an Insight Forums Company Selling has Evolved Harvard Business Review
  • 13. © 2013 Gooding Communications Group – an Insight Forums Company Companies Who Invest in Inkjet 13 Inkjet to the Rescue! • Lower cost of production • Great image quality • Tremendous finishing flexibility Operational Efficiencies with Broader Capabilities.
  • 14. © 2013 Gooding Communications Group – an Insight Forums Company One Problem . . . 14 Efficiencies NewCapabilities There’s a tiger in the lifeboat and he’s ready to eat your profits. We need to help sales people understand both sides of inkjet.
  • 15. © 2013 Gooding Communications Group – an Insight Forums Company Inkjet: The Customer Lens 15 Printer’s perspective: LOWER MY COSTS • Forms replacement eliminates stocks. • Onserts eliminate insert preprint. • Batching individual jobs into larger runs reduces overhead. • Consolidate Mailings – checks with confirms, statements with newsletters or disclosures. • Use less staff The customer’s perspective WHAT’S IN IT FOR ME? • Onserts: Remove limitations on message variations, expand my response/ revenue opportunities. • Color: Develop loyalty programs, offset costs with revenue, protect brand identity. • Consolidating services: Integrate lifecycle touch points – onboarding, statements, offers. Avoid double mailings to customers. • Give me more lead time for creative • Reducing my postal expenses sounds like a good idea too.
  • 16. © 2013 Gooding Communications Group – an Insight Forums Company How Do You Prepare Salespeople? • Reference accounts that were “value sales” • Vertical market training on industry pain points • Fundamentals training on new technology to spot opportunities for process improvement • Consider additional support: • Market specialists • Design specialists • Problem solvers Before you sell the new stuff to customers you have to sell it to the sales force.
  • 17. © 2013 Gooding Communications Group – an Insight Forums Company Teaching Sales Methodologies The Challenger Sale (Portfolio/Penguin 2011) excerpts Harvard Business Review
  • 18. © 2013 Gooding Communications Group – an Insight Forums Company Creating a Plan • Who hunts, who gathers? • Identify top accounts in all territories – map it, walk it, talk it. • Group discussions / brainstorming for positioning new tech • Create individual plan for each rep – review and agree • What structural, marketing and support is required? • Make sure comp plan rewards for activities you want • New business versus existing business • Specific sales activities, cold calling, updating database, presenting key offers • Preferred sales method: phone, face to face, webex/skype • Include upside financial rewards as well as recognition opportunities • Look for sources of outside help from your vendor or third parties on positioning new technology.
  • 19. © 2013 Gooding Communications Group – an Insight Forums Company Sell and Price on Value • Make Money • Save Money • Create Awareness • Beat Competition
  • 20. © 2013 Gooding Communications Group – an Insight Forums Company Summary • Involve sales people in the whole process • Evaluate whether current sales models / methods apply • Adjust processes where necessary • Adjust compensation plans to reward behavior as well as sales • Provide training and then do it again • Give recognition as well as rewards – post KPIs monthly Answer the #1 question: How do I make money selling this?
  • 21. © 2013 Gooding Communications Group – an Insight Forums Company Thank You! For questions regarding this presentation, please call: Elizabeth Gooding 800-886-2196 x7 egooding@insightforums.com www.InsightForums.com www.Linkedin.com/in/ElizabethGooding For information on consulting services, please see Gooding Communications Group, a wholly owned subsidiary of Insight Forums. For news, research and training, please visit www.InsightForums.com 21