What factors affect sales in a changing market and how you can help your team understand them and go through the roller coaster ride together as one team.

1. LEADING SALES IN A
CHANGING MARKET
Jarkko Kallaperä
Key Account Manager
2014

2. ”The unknown is near””Something is stirring in the air”
ACTION COMES FROM
UNDERSTANDING

3. ”THE PRODUCT”
- The excuses are nigh -
”No demand”
- UNDERSTAND WHAT IS HAPPENING AND STEP IN-
”It’s too expensive”
”It’s too boring”
”Bad quality” ”Bad margin”
”No demand”
”Too hard to sell”
”Need more
marketing”
”Technical errors” ”Design flaw”
”The better model”

4. OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”Do you have what they want?”
- Needs change all the time.
- Some stick for a longer periods and
some for mere moments.
- What does your product have to
satisfy these?
- Is your team aware of these?
- Accecpt that you cannot forecast
these precisely

5. OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”What’s going on in the industry?”
-What is the current sales trend in your
industry
- How the public forecasts affect your
team
- How does the company see the trends
- How do you see the industry trends
- How does this affect your teams daily
work
INDUSTRY

6. OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”There’s never enough money”
- Goverment forecasts
- Bank forecasts
- Company financial forecasts
- Consumer purchasing abilities
- Fixed and variable prices in production
- Consumers become overcatious
INDUSTRY
ECONOMY

7. OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”The old is usable”
- New technology rarely is flawless on the first
go
- Creates buzz among the consumers
- Do you have any common solutions in your
product?
- May create long time need or just fade away
- There is always something new coming in the
market
INDUSTRY
ECONOMY
NEW TECHNOLOGY

8. OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”Evil brothers in arms”
- Predict, predict, predict!
-So what if they have something superior?
- What are your strong features vs. theirs?
- If they manage to create a buzz just follow it
and let them spend the money
- Can you two benefit both at the same time?
- Mutual target groups can also be re-
prospected
- The worst enemy of your teams morale
- How much are you willing to spend money?
INDUSTRY
ECONOMY
NEW TECHNOLOGY
COMPETITORS

9. OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”Friend or foe?”
- Supplier may move camp to the competitor
- Sales partner may quit
- Do they trust your company?
- Long lasting relationships may sometimes
count for nothing
- You cannot affect in their mood for free
- Have ALWAYS a backup plan
INDUSTRY
ECONOMY
NEW TECHNOLOGY
COMPETITORS
PARTNERS

10. OUTER CIRCLE
”The world you just cannot effect”
CONSUMER NEEDS
”The bastards need it but won’t buy it”
- Need is only a start
- What does the consumer go trough during
the sales process?
- How the consumer wants to buy?
- The common consumer behavior is
something that shifts also very rapidly
- What kind of behavior is suitable for your
team?
INDUSTRY
ECONOMY
NEW TECHNOLOGY
COMPETITORS
PARTNERS
CONSUMER BEHAVIOR

11. OUTER CIRCLE
COMPETITORS
INDUSTRY
CONSUMER
BEHAVIOR
ECONOMY
CONSUMER NEEDS
PARTNERS
NEW TECHNOLOGY
”The world you just cannot effect”
INNER CIRCLE
”The place where your needs may be met”
- The Company -

12. INNER CIRCLE
”The place where your needs may be met”
COST OF ACTIONS
CURRENT CUSTOMERS
CONTROLLED RISKS
-How much are
you willing to
lose?
- Cost to acquire
- Where does the
cost come from?
- How your team
can affect on
this?
- Help them
affect on this
- How does your
campaigns affect
the current
customers?
- Balancing the
churn vs. net
- Can your team
affect on the
current
customers?
- Why is this
important yo the
company?
- Encourage to take
action
- Small actions
may become
successfull actions
- Why is this
necessary?
- Take risks but do
them wisely
- DO NOT BE
AFRAID TO TAKE
RISKS!

13. INNER CIRCLE
”The place where your needs may be met”
Without it there is only sales but not great sales
THE ”YES” SPIRIT
-This is the factor that separates great teams from a
mediocre team
- It is not a cliché
- Why not?
- Your most cheapest asset for your team
- The YES comes from you!
- The YES must come from the rest of the management as
well
- What if the ”YES” just doesn’t stick?
- Handling the ”NO” people

14. INNER CIRCLE
”The place where your needs may be met”
BUDGET vs. ACTUAL REVENUESNEW PRODUCTS
CHANGES IN TEAM ROSTER THE ”OTHER” DEPARTMENTS
- How they affect current
sales actions
- How it will help you in
sales
- They will not save you
NOW
- Understanding that there
is no fixed release date
- What happened?
- Be truthfull!
- How will you climb up?
- No one wants terror
scenarios unless it is the
last possible action before
shut down
- Affects greatly in
teamwork and thus in
results
- Does the team get along?
- ”Clean the air in a good
way”
- Facts are just business,
nothing personnal
- Believe it or not but your
team is not alone in the
company!
- How your actions affect
the other teams?
- What do they need?
- Information, information!!!

15. INNER CIRCLE
”The place where your needs may be met”
- It must be crystal clear to
everyone
- If you think they assimilate it,
think again!
- The future greates strenght!
- Strenght creates sales
- When and why is the time for
each channel to shine?
- Do not underrate any channel,
you may need them or they
might break through!
- Let your team participate and
listen to them!
SALES CHANNEL DANCE
FUTURE VISIONS AND DESIRES OF THE COMPANY

16. INNER CIRCLE
”Where the action begins”
BUDGET vs. ACTUAL REVENUES
SALES CHANNEL DANCE
NEW PRODUCTS
CHANGES IN TEAM ROSTER
COST OF ACTIONS
THE ”OTHER” DEPARTMENTS
CURRENT CUSTOMERS
CONTROLLED RISKS
THE ”YES” SPIRIT
FUTURE VISIONS AND DESIRES OF YOUR COMPANY

17. OUTER CIRCLE
INNER CIRCLE
”The place where your needs may be met”
COMPETITORS
INDUSTRY
CONSUMER BEHAVIOR
ECONOMY
CONSUMER NEEDS
PARTNERS
NEW TECHNOLOGY
BUDGET vs. ACTUAL REVENUES
SALES CHANNEL DANCE
NEW PRODUCTS
CHANGES IN TEAM ROSTER
COST OF ACTIONS
THE ”OTHER” DEPARTMENTS
CURRENT CUSTOMERS
CONTROLLED RISKS
THE ”YES” SPIRIT
FUTURE VISIONS AND DESIRES OF THE COMPANY
”The world you just cannot effect”

18. GOOD!
CHANGE
MEANS
SALES!