Maximizing salesperson ship- 2015
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Transcript of Maximizing salesperson ship- 2015
Proprietary and Confidential ©ZAHN Consulting, LLC
The Art of ‘Salespersonship’
Building New Skills to Maximize Buyer-Seller
Relationships and Improve Sales Effectiveness
David Zahn
ZAHN Consulting, LLC
February 23, 2015
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Proprietary and Confidential ©ZAHN Consulting, LLC
The premise for the need to rebuild
Salespersonship skills in today’s environment
The availability of increasingly sophisticated data, analysis and insights has led to a
significant change in the buyer-seller relationship …and not always for the better.
An over reliance on data, analysis and insights and selling decks replete with chart after
chart and graph after graph have resulted in a real degradation of the fundamental customer
equity building skills and customer development skills in many sales organizations.
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3 Dimensions of Winning Sales Skills
Connect
• Products
• Process
• People
Convince
• Fact Based
• Best Choice
• Maximum ROI
• Minimal Risk
Relationship
• Buyer Knowledge
• Rapport Building
• Trust Building
• Presentations
Gap
Proprietary and Confidential ©ZAHN Consulting, LLC
There are major opportunities to
improve the buyer-seller relationship
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In our extensive work with retailers,
we have uncovered these key areas of buyer dissatisfaction
18% Lack of
Follow-
Through
• Buyer’s don’t believe salespeople really care about
them or understand them and their business.
• Buyer’s know sales people manipulate data, facts and
insights in their favor…causing a lack of trust.
• Buyer’s get overwhelmed by data and facts yet don’t
think salespeople do a good job of extracting key
insights and actionable plans.
• Buyers and their managers view business reviews and
Top-to-Tops as boring and unproductive.
• Buyers think salesperson follow-through is often
inconsistent.
*Sales & Marketing Management Magazine
Survey of Buyers
perceptions of Sales
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Salesperson traits and behaviors that drive buyer dissatisfaction
• Sales people are highly focused on short-term selling “wins” to
deliver quota- programs, new items, space.
• Sales people over rely on “data” and “facts” in sales
presentations.
• Sales people do not place enough emphasis on building longer
term trust and relationships that can pay dividends in the future.
• Sales people are directed to “do a better job at penetrating key
accounts”- but they have no training on how to do that.
• Joint/Collaborative business planning processes have become a
crucial process…but sales people need to learn the real art of
partnering and collaboration to be highly effective.
• Sales people lack skill in storytelling and building impactful
selling stories and presentations.
There are major opportunities to
improve the buyer-seller relationship
Proprietary and Confidential ©ZAHN Consulting, LLC
Improved Salespersonship skills can greatly improve
the buyer-seller relationship and overall sales effectiveness
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3 major components of effective Salespersonship
1. Having a deep knowledge and understanding of your buyer • His/her buyer personality type and preferences for buyer-seller interaction
• The buyer role and decision making authority…and other key influencers
• His/her motivations and objectives
• The customers strategies and go-to-market approaches
• The way he/she prefers to be presented to
2. Knowing the “Art” and “Science” building trustful and collaborative
buyer relationships • Building personal rapport with the buyer and other key decision makers
• Listening skills
• Negotiating with integrity
• Focusing on a category based view…with win:win revenue and profit
growth ideas
3. Preparing and delivering impactful and compelling sales
presentations • Focusing on key actionable messages substantiated by an level of data,
analysis and insights
• Structuring selling presentations with a storyboard based approach
• Storytelling skills
• Storytending skills- eliciting and listening
to buyer’s stories
Proprietary and Confidential ©ZAHN Consulting, LLC
Zahn Consulting has developed a unique and impactful training
offering to help your organization improve their Salespersonship skills
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Our three training tracks address the three
major components of effective “Salespersonship”
Understanding the
Perspective of the
Buyer/Category Manager
Building Trustful
and Collaborative
Relationships
Preparing and Delivering
Effective Sales
Presentations
Key Modules
Different Buyer personality types
and approaches for each
Understanding the buyer’s
motivations, mindset and decision
making criteria
The Buyers point of view on sales
presentations
The buying organization and key
points of influence
Key Modules Key Modules
The truth about trustful buyer
relationships
Real techniques and approaches
for building trust with buyers
Collaborative Business Planning-
both the process(science) and the
approach(art)
Key learning from “How to win
Friends and Influence people” that
will improve the buyer seller
relationship
Preparing, planning, designing
and delivering an effective sales
presentation utilizing The
Storyboard Approach
The importance of storytelling and
key to building storytelling skills
Proprietary and Confidential ©ZAHN Consulting, LLC
Training delivery options
We subscribe to “blended learning” opportunities
to maximize skill integration and minimize “time out of the field”
Self-paced learning (electronic and/or paper-based)
Instructor-led classroom facilitated
Instructor-led remote facilitation
One-to-one/one-to-few coaching
Managerial/Supervisory reinforcement
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Proprietary and Confidential ©ZAHN Consulting, LLC
Key benefits of improving Salespersonship skills
Greatly improved customer alignment
• Improved understanding of customer requirements
• Better functional alignment between customers and the company
More productive buyer-seller relationships
• More comfort and rapport with buyers
• Higher trust established with buyers/customers
• Greater access to decision-makers
• Greater confidence in manufacturer recommendations
Improved Business Results • Higher acceptance of key category/brand business driving programs
• More frequent and higher quality opportunities for special programs
• Less resistance to implementation/execution of key initiatives
• Quicker decision-making
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Leading
to:
Proprietary and Confidential ©ZAHN Consulting, LLC
Next Steps and Getting Started
Determine interest to proceed
Identify resources to commit
Target opportunities
Build competencies (as needed)
Plan Roll-out
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Proprietary and Confidential ©ZAHN Consulting, LLC 10
For Additional Information
ZAHN Consulting, LLC can be reached at 203.269.9290 or at www.zahnconsulting.com to discuss your training or other consulting needs
• About ZAHN Consulting, LLC ZAHN Consulting, LLC maintains relationships with specialists in Brand Marketing, Retailing, Information Systems, Sales, Operations and other functional areas.
Consultants have a combined 110 years of industry experience across multiple channels, manufacturers, categories and initiatives.
Proprietary and Confidential ©ZAHN Consulting, LLC
Who We Are and How We Help
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• Decades of Experience David Zahn – 25 years - Specialties: Training design and development; Sales
skills consulting; Category Management; Integration of data into sales analysis/
presentations; Organization Development, and Storytelling.
Author of four books, numerous articles, white papers, presentations and frequent
keynote speaker at industry events, Zahn brings a comprehensive wealth of
experience to his assignments and engagements that integrates the best thinking
of industry pundits, business leaders, clients, and the partners he collaborates with
on projects.
Having worked with retailers, manufacturers, and the technology providers that
support them. Zahn, and his team include everything from small regional clients to
national players, through to international/global leaders among his roster of clients.
Zahn maintains an active teaching schedule with an Adjunct Faculty position at the
University of New Haven and numerous lecture requests both domestically and
internationally