1. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Customer-Driven Value
Selling solutions in the 21st Century!
How an inspired, structured and strategic approach to selling can make a
sustainable impact on business growth. An opportunity to understand how a
sales mentality underpins the future growth plans of any club.
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2. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
A Brief History of Selling…
 1890’s
 Attitude…
• All customers are gullible fools and
will buy if you have a good story
 Started the image of salespeople as liars
and dishonest people, preying on
vulnerable buyers
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Snake Oil SellingMood Selling
 1920’s
 Attitude…
• Appeal to the emotions of customers
and they will buy whatever you are
selling
 Techniques developed to appeal to
emotions of customers
 Reinforced the image of salespeople as a
group that takes advantage of unsuspecting
buyers
Barrier Selling
 1950’s
 Attitude…
• If you don’t buy you will be
disadvantaging your family – wife and
children
 Techniques developed to trap customers
into saying Yes
 Salespeople viewed as manipulative and
dishonest
Formula Selling
 1960’s
 Attitude…
• All customers are similar therefore we
can use the same approach
 Customers became the target of a sales
approach rather than individuals with
specific requirementsNeeds
Satisfaction
 1970’s
 Attitude…
• Customers have needs that we need
to understand before we try and sell
to them
 Customers involved in the sales process
rather than being the target of a sales
approach

3. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Custom
Venue Package
Unique
Venue Package
Specialised
Venue Package
Standard
Venue Package
A Brief History of Selling…
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 Today sales executives have to be flexible and their organisations
need to be able to adapt their offering…
Skill / Knowledge & Involvement of Sales Executive
High
Low
High
Complexity

4. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
5 Fundamentals to Strategic Selling
1. No one wants your products, services, clubs or venues
2. Whatever you can offer, some else can too
3. If you are chasing share of spend, you aren’t targeting the right area
4. If you don’t plan to succeed, you actually plan to fail
5. Doing the same things now won’t get you different results in the future
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5. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Capturing Share of Mind
 When you chase “share of spend” all you do is
compete with everyone else chasing the wallet
 When you own the customer’s mind, you control
the purse!
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6. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Some Facts About Our Brains
 Weighs = 2% of the body’s mass
 It uses 20-30%
 Has 2 Objectives…
1. Keep us alive
2. Conserve as much energy as possible
 If our brains where any bigger they would kill us!
 Buyers look for suppliers whom they trust so that
they can put their brain into a neutral state!
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7. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Current
State
Risk
Needs
Aims and
ambitions
Influencing
Forces
Choices
Current Situation
 The sale always starts with you
trying to understand the clients
perceptions of the present
situation and his or her desired
future
Desired
Future
State

8. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Aims and
ambitionsDesired
Future
State
Current
State
Risk
Needs
Influencing
Forces
Choices
Aims and Ambitions
 All “needs” are coloured by the
personal aims and ambitions of
the decision-makers you are
working with…

9. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Needs
Desired
Future
State
Current
State
Risk
Aims and
ambitions
Influencing
Forces
Choices
Organisational Needs
 Every business purchase is motivated
by the organisation's needs…
 Image
 Performance
 Finance

10. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Risk
Desired
Future
State
Current
State
Needs
Aims and
ambitions
Influencing
Forces
Choices
Risk and Implications
 In today’s fast-paced marketplace
smart business decision evaluate
risk relative to return

11. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Desired
Future
State
Current
State
Risk
Needs
Aims and
ambitions
Influencing
Forces
Choices
Desire to Accept Change
 Some people want change,
others resit it. You need to know
where, on the change scale your
prospects are…

12. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Influencing
Forces
Desired
Future
State
Current
State
Risk
Needs
Aims and
ambitions
Choices
Influencing Forces
 Every decision to do something new
or different is made because of what
forces influence the company…
 Their customers’ demands
 Suppliers
 P. E. S. T.

13. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Choices
Desired
Future
State
Current
State
Risk
Needs
Aims and
ambitions
Influencing
Forces
Alternatives & Choice
 And finally, every customer
that you have has the choice
of buying what you offer or an
alternative…

14. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
Vacation
Segment
Late
Check Out
Vacation
Packages
Child
Care
Kids Stay
Free
Onsite
Fun
Activities
Buffet
Breakfast
Shuttle
Service
Business
Traveler
Segment
Late
Check In
Frequent
Traveler
Program
WiFi
Internet
Connection
Newspaper
Delivery
Service
Onsite
Meeting
Facilities
Laundry &
Dry
Cleaning
Quick
Breakfasts
Understanding
the impact of
Customer
Driven Value
Customer Driven
Value in the…
Understanding
the impact of
Customer
Driven Value

15. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations
The
consequences
Doing the same
things better
Doing more and
different things
How Buyers Create “Value”
Price
Terms of reference
Learning curve
Ease of access / use
Relationships
Past experience
Confidence
Training
Support
General service
Openness
Reputation
Visibility