Selling 101 In B2 B

Selling 101 in B2B How to crack the industrial buyers nowadays Guest Lecture, June 26th 2009 International Buyers Behavior Herwig Kirchberger

Who is bugging you from 6:00 – 7:30pm? Herwig Kirchberger 1975 St. Florian Enns Hargelsberg Steyr Wels Graz Dublin Schärding Krems

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],I know a bit about …

B2B Sales and its characteristics

Purchase Behavior in B2B ,[object Object],[object Object],[object Object],[object Object],[object Object],Not quite the case for industrial B2B Sales…

A view significant differences between B2B and B2C ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

B2C Marketing & Maslow’s hierarchy of needs

B2C psychological multi-layered Buying Behavior Cultural Factors Social Factors (family, friends, status, etc.) Personal Factors (age, job, etc.) Psychological Factors

Business-to-Business Sale ,[object Object],Its all about strategies Business Life is a game and not a war, so don’t take Sun Tzu & Clausewitz literally! That’s your customer, not you!

In B2B we have a Multi-Layered Buying Behavior as well Environmental Factors (economy, demand, interest rates, etc.) Organization-specific factors (vision, structure, etc.) Interpersonal Factors (authority, interests, etc.) Individual Factors

The value chain is spreading around the globe ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Business in a hypercompetitive market environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The solution to hypercompetition: market knowledge If you are selling equipment to IDMs … … you’d better try to find out the needs of these guys as well!

B2B Sales/Marketing Strategies

SAD BUT TRUE ,[object Object],[object Object],[object Object],Marketing is the way to make them call you!

Your Customer has a Lifecycle – the CLC ,[object Object],[object Object],[object Object],[object Object],[object Object],The repeat customer is your best marketer!!!

Do you know who are you selling to? Geoffrey A. Moore, Crossing the Chasm, Marketing and Selling High-Tech Products to Mainstream Customer (revised edition), HarperCollins Publishers, New York, 1999

Strategies to cross cross the chasm ,[object Object],[object Object],[object Object],[object Object],[object Object],Early Majority: they won’t buy from you until you are established & you can’t get established until they buy from you. REFERENCES PATIENCE

1 out of a 1.000.000.000 sales consulting advises in B2B ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

From my point of view it comes down to: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Industrial Marketing during a recession ,[object Object],[object Object],[object Object],[object Object],[object Object],HESITATION

Purchasing Process in the investment goods industry

The classical purchasing process in organizations ,[object Object],[object Object],[object Object],[object Object],[object Object]

Addressing each phase in the purchasing process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],COMMUNICATION!!

Short Excursus to Key Account Management ,[object Object],[object Object],[object Object],[object Object],[object Object],Varies between initial & repeated purchase! You are selling to a GROUP of people!

1. Noticing demand -> Make them aware of the demand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TOTAL COST OF OWNERSHHIP

TCO – Total Cost of Ownership ,[object Object],[object Object]

2. Describing Demand -> Get involved in the description ,[object Object],[object Object],[object Object],[object Object],The description is the main part of the investment proposal that will run through a signature loop within the company

3. Specifying Product -> Make him specify your product ,[object Object],[object Object],[object Object],[object Object]

4. Supplier Screening -> Tell him what to screen for ,[object Object],[object Object],[object Object],[object Object]

5. Collecting Quotes -> Find out his parameter for the deal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Money up front After Sales Obligations

6. Selecting Supplier -> next to last move: “Check” ,[object Object],“ Is there anything else I can help you with?” ,[object Object],[object Object],[object Object],[object Object]

7. Fixing order details -> Price is only a portion of the deal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8. Evaluating Performance -> Last move: “Checkmate” ,[object Object]

The essence in International Business The Ricardo Model You can never change a culture!

Affordable Loss and Opportunity Costs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What else could you do instead?

Principal-Agent-Theory in international B2B Sales ,[object Object],[object Object],[object Object],[object Object]

How we are going to work in the future? ,[object Object],[object Object],[object Object],[object Object],From Command & Control to Coordinate & Cultivate Connecting people is the enabler (“we are one”) But it will be difficult to teach a machine the principles of this side of our brains 

The main reasons to get involved in Web 2.0 ,[object Object]

Web 2.0 – The participation Web ,[object Object],[object Object]

Catching the long tail for niche segments – a business? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Simplification combined with functionalism Transparent and self-regulating Markets => Quality over Quantity REVIEWS

Some Notes from my old trousers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Selling 101 in B2B Herwig Kirchberger Mail: [email_address] Mobile: +43 660 810 2493 How to crack the industrial buyers nowadays

Selling 101 In B2 B

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