An overview

Sales

Tim Harrap∗ International food sales for 20 years∗ www since 1995∗ Alvis Bros. since 2011∗ International Sales + Social Media =

∗ Head of Collaboration, Lye Cross Farm

Who am I?

∗ “We are all in sales” (1)How it works – a mind mapping approach

∗ “We are all in sales” (2)Classic issues of the sales environment

Sales

How it works – a mind mapping approach

“We are all in sales” (1)

Brain?

Brain + Heart

Whole-brain selling

Left Brain Right Brain

Numbers Pictures

Words Imagination

Logic Colour

Lists Rhythm

Details Space

The myth of left brain - right brain?

∗ Profits - Stockmann∗ Prices – margins, price points∗ Discounts – to achieve what?∗ Sizes – efficiencies?∗ Measurements – global data∗ Market size / position

Numbers

“if you can’t measure it you can’t manage it”.v.

'If You Can't Measure It, You Can't Manage It': Not True

Numbers #2

“Pictures are the means by which we store information in our long term memory”

“Salesperson paints in word pictures in customer’s mind”

Pictures

#1 “Markets are conversations”Cluetrain Manifesto

“Words are the building blocks of conversation”

Words

http://www.cluetrain.com/

∗ To evoke, being evocative∗ The power of cheese∗ The essence of farming∗ Authenticity∗ Theatre

Imagination

∗ The enquiring mind∗ Being a detective∗ Logical sequence:

Appointment, Address, Directions, Materials, prices?, samples, brochures….

Logic

∗ On promotional materials∗ In the office/production area∗ Product design∗ On exhibition stands∗ Colourful speech?!

Colour

∗ Top ten markets?∗ Data management– 80/20split∗ £price lists∗ Stock lists∗ Delivery schedules

Lists

∗ In life – hours, days, weeks, months, seasons – sales cycles – Christmas planning - February in

∗ Conversation & voice (too keen? oversell?)∗ when to ask ??? ∗ when to stay silent (Japan!)∗ when to demonstrate (remonstrate!) ∗ when to ask for an order

Rhythm

∗ Detail, detail, detail∗ Japan – again – stitching…∗ Presentation of product∗ Labeling –

∗ sense of aesthetics ∗ Not minor consideration

∗ languages / grammar police!

Details

∗ Conscious of ∗ Surroundings/Products/Customers/Yourself∗ Your movements and movements of others

∗ Give and take self and other∗ One to one, remote? Skype, text(4 secs)

∗ Packaging – Arabic text? Left or right?

Space

http://

Japan: a commercial break

Export ing Food to Japan: Recorded Webinar (membership needed)

http://www.exporttojapan.co.uk/videos/exporting-food-to-japan-recorded-webinar

Classic issues of the sales environment

“We are all in sales” (2)

∗ UK mature market?∗ Global market space∗ Dissecting the opportunities –

∗ Cheddar exports∗ The Network∗ Your industry∗ Government – UKTI - Embassies

Where are your customers?

Global Dairy market

∗ Conversation starters∗ Modern media advertising

∗ Quick wins – Japan yet again∗ Slow burn – Austria∗ Outbound – hunting – UKTI +∗ The surprise of inbound∗ Tenacity – I.B.M.

Sales starting block

∗ Boston Consulting Group

Product Portfolio – the Boston Matrix

http://www.bcg.com/documents/file13904.pdf

∗ FMCG added value -premiumisation∗ Scientific added value – sports drinks∗ Commodity – trading approach∗ Transparency in COP

∗ Farming least cost .v. processing added value∗ Understanding margins &

the authority to act∗ The peril of discounts and BOGOFS

Pricing

∗ Payment in advance∗ UK – 30days∗ Europe – 30-60days – local market conidtions∗ Worldwide – 60days++++

∗ 7 days from Bill of Lading∗ Letters of Credit

∗ Credit insurance/factoring

Payment terms

∗ Terms & conditions of sale

∗ Incoterms 2010 for international trade ICC

Trading terms

http://en.wikipedia.org/wiki/Incoterms

∗ Buyer training∗ Sales training – Tyrell's & Tesco∗ Confidence in knowing when to push and

when to withdraw∗ Art of the possible in 21st century∗ Communities Dominate Brands

Negotiating

http://www.amazon.co.uk/Communities-Dominate-Brands-Marketing-Challenges/dp/0954432738

∗ Not a one off in the FMCG market∗ Two to tango∗ Losing a deal – competitive market ∗ Eternal optimism – ice-cubes!∗ People dynamics

∗ Company cultures

Closing a deal

∗ Engaging – self-confident∗Posture, movement, gestures, eye contact∗Voice ∗Danger of over selling

∗ Balance – mind and body∗ Dress codes – differences / expectations∗ Stand design – representation of openness

Body language

Biofach 2015

Biofach 2015

∗ Service equipment – engineering∗Maintenance contracts e.g. tractors / computers

∗ Cheese business examples∗ Teamwork

∗Test results∗Updating specifications∗Courier documents

After-sales service

∗ Building a lasting relationship∗ Understanding needs∗ Customer visits∗ Keeping clients informed – no surprises∗ The rewards of Trust

Customer care

∗ Acknowledgement – asap – holding position∗ Assessment and review – logging issues∗ Reporting back∗ Resolution∗ Building trust

Dealing with complaints

Contact points

LyeCrossFarm

BritishCheese

tim_harrap

Thank you we have reached the finishing post!