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Don’t Leave Your Sales Force Behind
Presented by:
Elizabeth Gooding, President
Gooding Communications Group
An Insight Forums Company
2. © 2013 Gooding Communications Group – an Insight Forums Company
Print Businesses are Investing
To Add Value to Existing Customers
• Make it easier to do business
• Expand services within current market
• Create “stickiness” and loyalty
To Attract New Customers
• Diversify in a consolidating market
• Expand up-market or down-market
• Enter new vertical markets
3. © 2013 Gooding Communications Group – an Insight Forums Company
A Great Deal of Analysis Was Done …
• Market Analysis
• Product Analysis
• Request for Proposal
• Implementation Planning
• Business Case
4. © 2013 Gooding Communications Group – an Insight Forums Company
… and Now Your Sales People Won’t Sell It
Common Problems
• Don’t Believe New Solutions Will Work
• Lack Understanding of New Solutions and Value
• Compensation Plan Encourages Status Quo
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The Doubters
• “The quality won’t be good enough”
• “My customers want what they always get”
• “Our people don’t know how to do that”
• We did something like this a couple years ago”
If you have ever had a service problem, a
pricing problem or a technology problem
– your sales staff will not let you forget it.
6. © 2013 Gooding Communications Group – an Insight Forums Company
Lack of Understanding
Was your business case solid?
…Then pitch it to the sales force:
• What value can you add for existing customers?
• Why are the new markets worth pursuing?
• What training and lead generation can help them enter new markets?
• How does it tie back to existing products, services, markets?
#1: How do they make money selling it
7. © 2013 Gooding Communications Group – an Insight Forums Company
Compensation Plans
Should be based on Key Performance Indicators
• Sell this muchQuotas
• Sell this much
• Sell this way
• Sell to these new companies
• Retain/upsell existing clients
Quality
8. © 2013 Gooding Communications Group – an Insight Forums Company
Other Reasons Why Salespeople aren’t Selling
• Economy
• Competition from other media
• New industry competitors
• Changes in target industry
• Wasting time on bad data
• Not very good at their job
Uh
Oh!
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… What if your Salespeople are Right?
Planning for New Technology
• Process Changes
• Pricing/estimating Changes
• Marketing support/lead generation
• “Go-to-market” readiness
Told
you so
Do you have all the services and support
necessary to make your new technology “market
ready” and profitable? Do you have reference
account?
10. © 2013 Gooding Communications Group – an Insight Forums Company
… Have You Updated Your Sales Strategy?
Multi-channel Marketing is Critical to Print Sales
• Today's business buyers do not contact suppliers directly until
57 percent of the purchase process is complete according to
the Corporate Executive Board.
Growing percentage of print is bought online
• According to InfoTrends @ 10% of 2012 print sales originated
online and this is expected to grow to 18% by 2014
• Are your salespeople competing with websites for digital
print?
B2B Execs Buy online too
• 4% of B2B execs have made purchases of >$100k via mobile
device according to Google and Forbes Insight.
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Connected Executive
MakeiteasyforB2Bexecstodobusinesswithyou.
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Selling has Evolved
Harvard Business Review
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Companies Who Invest in Inkjet
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Inkjet to the Rescue!
• Lower cost of production
• Great image quality
• Tremendous finishing flexibility
Operational
Efficiencies with
Broader
Capabilities.
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One Problem . . .
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Efficiencies
NewCapabilities
There’s a tiger in
the lifeboat and
he’s ready to eat
your profits.
We need to help sales people
understand both sides of inkjet.
15. © 2013 Gooding Communications Group – an Insight Forums Company
Inkjet: The Customer Lens
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Printer’s perspective:
LOWER MY COSTS
• Forms replacement eliminates
stocks.
• Onserts eliminate insert preprint.
• Batching individual jobs into larger
runs reduces overhead.
• Consolidate Mailings – checks with
confirms, statements with
newsletters or disclosures.
• Use less staff
The customer’s perspective
WHAT’S IN IT FOR ME?
• Onserts: Remove limitations on
message variations, expand my
response/ revenue opportunities.
• Color: Develop loyalty programs,
offset costs with revenue, protect
brand identity.
• Consolidating services: Integrate
lifecycle touch points – onboarding,
statements, offers. Avoid double
mailings to customers.
• Give me more lead time for creative
• Reducing my postal expenses
sounds like a good idea too.
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How Do You Prepare Salespeople?
• Reference accounts that were “value sales”
• Vertical market training on industry pain points
• Fundamentals training on new technology to spot
opportunities for process improvement
• Consider additional support:
• Market specialists
• Design specialists
• Problem solvers
Before you sell the new stuff to customers
you have to sell it to the sales force.
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Teaching Sales Methodologies
The Challenger Sale (Portfolio/Penguin 2011) excerpts Harvard Business Review
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Creating a Plan
• Who hunts, who gathers?
• Identify top accounts in all territories – map it, walk it, talk it.
• Group discussions / brainstorming for positioning new tech
• Create individual plan for each rep – review and agree
• What structural, marketing and support is required?
• Make sure comp plan rewards for activities you want
• New business versus existing business
• Specific sales activities, cold calling, updating database, presenting key
offers
• Preferred sales method: phone, face to face, webex/skype
• Include upside financial rewards as well as recognition opportunities
• Look for sources of outside help from your vendor or third parties
on positioning new technology.
19. © 2013 Gooding Communications Group – an Insight Forums Company
Sell and Price on Value
• Make Money
• Save Money
• Create Awareness
• Beat Competition
20. © 2013 Gooding Communications Group – an Insight Forums Company
Summary
• Involve sales people in the whole process
• Evaluate whether current sales models / methods apply
• Adjust processes where necessary
• Adjust compensation plans to reward behavior as well as sales
• Provide training and then do it again
• Give recognition as well as rewards – post KPIs monthly
Answer the #1 question:
How do I make money selling this?
21. © 2013 Gooding Communications Group – an Insight Forums Company
Thank You!
For questions regarding this presentation, please call:
Elizabeth Gooding
800-886-2196 x7
egooding@insightforums.com
www.InsightForums.com
www.Linkedin.com/in/ElizabethGooding
For information on consulting services, please see Gooding
Communications Group, a wholly owned subsidiary of Insight
Forums.
For news, research and training, please visit www.InsightForums.com
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