Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Achieving rapid & sustainable growth
1. Six ways to achieving
rapid & sustainable
business growth
Robin Mar, Eleven Solutions
2. In a crisis be aware of the danger
– but recognize the opportunity.
John F. Kennedy
elevensolutions.co.uk
3. Six ways to achieve rapid & sustainable growth
1. Maximise the value from your existing customers
2. Move from Product to Whole Solution
3. Extend your channels – with and through
4. Innovate and differentiate
5. Shift your sales performance curve
6. Think and act like a start-up
elevensolutions.co.uk
4. 1. Maximise the value from your existing customers
Focus on:-
• Recency
• Frequency
• Value
It costs 7x more to win business from a new
customers as it does to get repeat business from an
existing customer
elevensolutions.co.uk
5. Recency: When did your customers last purchase from you?
Could you improve your
How do you reengage
welcome and service
with lapsed customers?
to new customers?
elevensolutions.co.uk
6. Increasing frequency of purchase
What are the differences between
your best and your average
customer?
Can you identify different
patterns of behaviour?
7. Increasing frequency of purchase
How could you change your customers’ purchasing behaviour?
elevensolutions.co.uk
8. Value
Increasing average order value
What We Sell
EXISTING NEW •Add-ons
Selling existing Developing new
EXISTING
propositions to existing propositions for existing •Volume discounts
market markets
•Rebates
Market Proposition
Penetration Development •Associated products
Who we
sell to
Market Diversification
Development
NEW
Extending existing Developing new
propositions to new propositions for new
markets markets
elevensolutions.co.uk
9. Recency, Frequency, Value
Understanding RFV also helps you build a richer picture of your most loyal
and valuable customers and customer groups.
elevensolutions.co.uk
10. 2. From Product to Whole Solution
A 180 degree Understand your
view of your customers’ value
organisation chain
Consider how
you can increase
your influence
elevensolutions.co.uk
11. 2. From Product to Whole Solution
Understand your
customers’ value
chain
elevensolutions.co.uk
12. Virgin Atlantic’s outside in view
Moments of Getting to Check-in Comfort until In-Flight Arrival Getting to
Truth The airport Flight Comfort Destination
•Stressful •Long queues, •Want/need to •Planes are •Unkempt •Traffic
Feelings uncomfortable by
•Complicated frustrating work •Unshowered •Unfamiliar place
•Parking •Unnecessary •Want/need to nature •Clothes a mess
•Lugging (i.e. only for relax •Long time spent
the airlines) in seat
•Boredom
Customer Experience
Service •Transport to •“Drive-through” •Clubhouse with •Full sleeper seats •Arrival valet •Chauffeured
Solutions airport provided check-in Internet access, •Mood lighting •18 showers delivery to final
•Driver handles •Airline knows fax, library •Gradual dawn •Makeup & destination
luggage where you are •Salon, massages, •Bar shaving facilities•Comfortable
beauty •“You decide” •Heated floors ride
•Sound room, meals •Clothes presseddoor to door
driving range, •Hot & cold •Knowledgeable
skiing machine breakfasts local driver
Source: Ogilvy One
elevensolutions.co.uk
13. 3. Extend your channels
Selling with channel
partners to extend
your offering
Selling through
partners to
extend your
sales coverage
elevensolutions.co.uk
14. Selling with and through
What We Sell
EXISTING NEW
Selling existing Developing new
propositions to existing propositions for existing
EXISTING
market markets Channels to
Market Proposition sell with
Penetration Development
Who we
sell to
Market Diversification
Development
NEW
Extending existing Developing new
propositions to new propositions for new
markets markets
Channels to sell
With & through
Channels to sell
through
elevensolutions.co.uk
15. Selling through to extend your coverage
Offer
Market
Market Market
Market
Market
Market Market
Market
A A Market B B
A A B B
A
elevensolutions.co.uk
16. Selling through to extend your coverage
Offer Selling through channel
partners who own
a market space
Partner Partner
A B
Market
Market Market
Market
Market
Market Market
Market
A A Market B B
A A B B
A
elevensolutions.co.uk
18. Selling with channel partners to extend your offer Selling with channel
partners to extend
your offering
IT
Maintenance Cash
Security
Site
ATM
elevensolutions.co.uk
19. 4. Innovate and Differentiate
Seek uncontested
market space
elevensolutions.co.uk
20. Focusing on the non-customer
Non Customers
Conscious Unconscious
Satisfied
customers
Can provide
the most
valuable
insights
Dissatisfied
customers
elevensolutions.co.uk
21. Yellow Tail listened to unconscious non-customers
Established a new approach to wine packaging, marketing and retailing
elevensolutions.co.uk
24. 5. Shift your sales performance curve A high performing sales force can
boost the share of a customer’s
business by an average of 8 to 15
percentage points.
From Good *McKinsey survey of 1,200 businesses
2010
• 5% shift in performance across
the core
• Yields 70% more revenue
• Than a 5% shift in high
Low Core High performers*
Performance
*SEC research 2009
elevensolutions.co.uk
25. 5. Shift your sales performance curve
From Good To Great
Low Core High Low Core High
Performance Performance
Migrate the attributes of the high performers to the core.
To transform performance from being good to being great
elevensolutions.co.uk
26. Achieving Sales Excellence
Strategy Major Channels
Account
Programme
Metrics Customer
Sales Vision & Strategy Segmentation
KPIs Sales
Sales Proposition
Results
Customer Development
Pay Plan Metrics
Current Potential & Market Customer
& Vs
Capability Impact Focus Experience
Incentives Rewards
CRM
Recruit Sales Talent Sales Processes Bids &
Tenders
Benchmark Management & Tools
Up-skill
Sales Performance Sales Sales Opportunity
Coach Management Management Tools Process Management
Select interventions that will deliver the maximum results
elevensolutions.co.uk
27. 6. Think like a start-up - ditch the comfy shoes
Consider what you would do if:-
a. You lost your 3 best customers?
b. You were legally prevented from
selling your best selling product
or service?
c. You were an outsider newly
appointed to your job?
elevensolutions.co.uk
28. …and commit to change.
“Until one is committed there is
hesitancy, the chance to draw back,
always ineffectiveness….the moment
one definitely commits oneself, then
providence moves too.
All sorts of things occur to help one
that would never have occurred.”
Goethe
elevensolutions.co.uk