Branchentag GfK - Dynamic Sales Force Design · Preparation Geomarketing and Design Implementation...

04/20/2017

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Branchentag GfK - Dynamic Sales Force Design

Endress+Hauser Consult AG – Peter Portmann Head of Global Sales Excellence

Slide 1 E+H Consult AG - P. Portmann

04/20/2017


About me

• Peter Portmann, Head of Global Sales Excellence • IT – Technical Degree

• Dipl. Betriebswirt

• Job Background

• Evonik - Process Automation

• BUSS AG - Process Automation (Akaer Kvaerner)

• Endress+Hauser - Marketing, Service, Business Development, Sales Management

• More about me, if you like, during the breaks…


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I would like to run you through…

• Introduction to Endress+Hauser • Dynamic Sales Force Design • Conclusion – Dynamic Sales Force Design



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Introduction to Endress+Hauser

• Who are we?


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Endress+Hauser: Our figures 2015

• Net sales of 2.1 billion euros …a strong partner

• 12,952 employees worldwide …a reliable employer

• Net income of 165 million euros …economically successful

• Equity ratio of 73% …solidly financed

• Investments of 166 million euros …future-oriented

• 6,500 patents and patent applications …innovative and creative



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Endress+Hauser: Our fields of activity

Wherever you are, whatever you do: you are surrounded by products manufactured by the process industries

Thanks to process engineering, substances can be modified, merged or transformed, for example by

• mechanical processes • chemical and biochemical reactions • thermal impacts

With our products, solutions and services, our customers design their processes to be

• Safe, reliable, environmentally compatible, efficient



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Endress+Hauser: Our fields of activity

Endress+Hauser is a reliable partner of the process industries

We accompany customers from laboratory to plant, from research on new substances to the final product


Chemicals

Food & beverages

Oil & gas

Environmental

Life sciences

Primaries & metal

Energy Pulp & paper

Renewable energies

Marine


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Endress+Hauser: Our offering


We provide sensors, instruments, components and systems for process automation.

Our range of services increase availability of our customers’ plants and improve process/ product quality.

Comprehensive solutions for process engineering enhance efficiency of our customers’ plants.


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Endress+Hauser: Our structure

• Holding company in Reinach, Switzerland • 26 production facilities in 12 countries • Sales centers and representatives in more than 125 countries • Regional sales support centers



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Endress+Hauser: Our structure

• Business in sole ownership of the Endress family since 1975 • Founded in 1953 by Georg H. Endress and Ludwig Hauser • A charter settles the relationship between family and company

Klaus Endress, President of the Supervisory Board of the Endress+Hauser Group

The shareholder family



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Dynamic Sales Force Design

• Introduction • Preparation • Geomarketing and Design • Implementation


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Why does Endress+Hauser needs Sales Force Design?

Customer demands and expectations keep changing faster. • Endress+Hauser has to keep up the speed to adapt to the changes and needs a method

to do so.

Customers expects their partners to best understand their needs, Endress+Hauser needs to focus. • Endress+Hauser has to adapt the sales organisation to the full satisfaction of our

customers and needs a method supporting it.

The Endress+Hauser Group needs to grow in a profitable and sustainable way. • Endress+Hauser has to focus on the right customers with the right offering.



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Trigger for the Sales Force Design Process


Ok, but as well:

• Stagnating amount of buying customers

• Competition landscape has changed, differentiation is more difficult

• Customers expects more from suppliers than products

• Customers like value co-creation and partnership

• Offering of Endress+Hauser is more difficult to manage

• Endress+Hauser Strategy 2020 has become very customer centric

• ...


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Enough space for growth…


Endress+Hauser Customers and Market Share

How do we serve the space in between?

Do we activate all our customers?


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Where to start to sell?



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“Sales Force Design” Process


• Customer segmentation,

• Database hygiene

• Sales Center objectives/ targets

• Sales Force Design Training SFD1

• Proposed Sales Organisation proposal

• Sales Force Design Training SFD2

• Budget and Implementation plan

Central Sales Excellence Support

Implement

RegularIndustry Sales OEM Sales EPC Sales Product Sales Territory Sales Junior Sales Contact Sales

# customers 50 10 10 50 200 500 1000# visits 200 200 200 200 300 400 -# visits/ customers 4 20 20 4 1.5 0.8Order Entry k€ 3000 3000 3000 3000 1500 800 500Potential k€ 10000 10000 10000 10000 5000 2000 1000

Industry A # customers 200 your data# visits 800 your data/ OSEOrder Entry k€ 10000 calculationsPotential k€ 40000

Industry B # customers 100# visits 500Order Entry k€ 4000Potential k€ 20000

Industry C # customers 50# visits 250Order Entry k€ 1000Potential k€ 30000

Industry D # customers# visitsOrder Entry k€Potential k€

Industry E # customers# visitsOrder Entry k€Potential k€

Other # customers 10 5# visits 300 200Order Entry k€ 4000 2900Potential k€ 12000 11000

Territory 1 # customers 200 800 1500# visits 500 700Order Entry k€ 1000 100 700Potential k€ 4000 3000 2000

Territory 2 # customers 100 1200# visits 300Order Entry k€ 2500 800Potential k€ 8000 1500

Territory 3 # customers# visitsOrder Entry k€Potential k€



1 # OSE 5 1 0.5 21 # ISE 5 1 0.5 2

0.3 # TA 1.5 0.3 0.15 0.6# customers/ OSE 50 10 10 50# visits/ OSE 210 300 400 250Order Entry k€/ OSE 2200 4000 5800 2000Potential k€/ OSE 14000 12000 22000 10000

1 # OSE 1.5 1.60.5 # ISE 0.8 0.8 2.70.3 # TA 0.2 0.2 0.8

# customers/ OSE 200 500 1000# visits/ OSE 533 438 0Order Entry k€/ OSE 2333 63 556Potential k€/ OSE 8000 1875 1296

Total OSE Industry 5.0Total ISE Industry 5.0Total OSE OEM 1.0Total ISE OEM 1.0Total OSE EPC 0.5Total ISE EPC 0.5Total OSE Product 2.0Total ISE Product 2.0Total OSE Territory 1.5Total ISE Territory 0.8Total OSE Junior 1.6Total ISE Junior 0.8Total ISE Contact 2.7Total Team Assistant TA 3.8Total Business Driver PTotal Business Driver STotal Business Driver VASTotal FTE SC-V 11.6 12.8 3.8

Top Customers Contact Customers / Prospects

Preparation Implementation Geomarketing and Design


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Preparation – Customer Segmentation


Market Segmentation

Market Segment (Industry)

Business Type (End User or…)

Potential (Sales Coverage) Customer Data

- Segmentation - Addresses - Contacts

+


http://www.google.de/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjLgPH2hLXTAhWK2hoKHfoBCzYQjRwIBw&url=http://srcthor.nl/index.php/nl/creative-workshop-takeaway-jeroen-mann-on-content-creation/&psig=AFQjCNFD1fpE2AmWtFLQ1HUbdM3IdEnzyQ&ust=1492845793892159

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Preparation - Outside Sales and Inside Sales Pattern(Sales Center specific)


Avg. NS K€


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Geomarketing Example Belgium – Top Customers / Industry


N1 Chemical N2 Chemical N3 Food+Beverage N6 Water/Life Science Nx Oil+Gas S1 Food+Beverage Life Science


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N1 Chemical N2 Chemical N3 F+B New O+G N6 W/WW S1 F+B, LSI

NS K€

=> potential in vertical sales


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customer lists


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Geomarketing Example Spain – Medium and Small Customers / Territories



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Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8 Junior 1 Junior 2

=> potential in horizontal sales


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customer lists


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Geomarketing Example USA –Small and Inactive Customers



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Implementation - Sales Roles and ratio of Sales Roles in SCs


Industry/Top Customer Sales Team

3 1 3

Territory/Customer Development Sales Team

3 1 1

Small Customer Sales Team

(1 per 1000)


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Implementation - Sales Organisation Belgium


From: • Area Sales People • Inside Sales People • Team Assistants

To: • Industry Sales People • Industry Inside Sales People • Industry Team Assistants

18 months • + Inside Sales • + Customer Development

• Territory Sales People (non industry)

• Customer Development Sales • Inside Sales People/

Team Assistants • Telesales People


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Implementation - “Sales Force Design” simplified Timeline


Customer Data

SFD1 Training

SC Strategy

Homework SC Sales

SFD2 Training

Budget /Imple-mentation Plan

1.Communi-cation to V

2. Talks to OSE/ISE


4. Talks to OSE/ISE

5. Define Sales areas

6. Finalise areas, bonus


Sales Force Design Process

Change Management Process January February March April May June July August September December November October


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Implementation - How to measure success?


Sales Centers with….


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Implementation - Development Belgium (Order Entry)

2012 2013 2014 2015 2016 2017 fc

Order Entry k€

Order Entry k€


Profitable Growth • Order Entry +38% • Sales FTE +18%


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Conclusion


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Concept Scalability

50 Sales Centers

9 FTEs

700 FTEs

Regional Implementation Support

Central Guidance Implementation Plan


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Lessons learned


Standardised Process + Tool

Data Quality Sales Concepts Scalable Implementation

Sense of Urgency

Success Monitoring

People Development


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Summary - Dynamic Sales Force Design

• Geomarketing (and GfK) supported a lot the development! • All customers do have a dedicated sales person (outside or inside) • Top customers and very potential customers are in the Sales People focus • Extraordinary growth with small and inactive customers • Sales gets the right skill sets, very focused • Required Change Management is ensured • …



Branchentag GfK - Dynamic Sales Force Design · Preparation Geomarketing and Design Implementation...

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