Marketplace International 2012
Ireland, Partners for Growth
HELPING CUSTOMERS BUY
Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
Helping Customers Buy
Suzanne Bosscher Profile
Head of Marketing Food Services, Aramark Ireland
Over 20 years Developing & Implementing effective Sales & Marketing Strategy
Best Practise Process & Tool-kits
Senior Sales & Marketing Positions within Blue-chip Multi-national FMCG companies i.e. Cantrell &
Cochrane, Pepsi, Avonmore Glanbia, PJ Carroll, Statoil Fareplay....
Sales Coaching &Training 100+ SME companies through DIT, Enterprise Ireland & Bord Bia Pork
Sales Management Programmes
Marketing Consultancy & Brand Development wide range of Industry Sectors & Food Companies
i.e. Ella's Kitchen, Cafe Kylemore, Brady Family, Bewleys, Aramark Food Services
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Helping Customers Buy
Content Overview
The Sales Process
Qualifying your leads
Building a Sales Pipeline
Converting Leads into Business
Lead Management and Sales Funnel
Follow Up
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Helping Customers Buy
Key Deliverables
Understanding & Aligning the different stages of Buyer & Seller process in preparation for meeting
the Marketplace Buyer, and develop a follow up sales plan that worksThe Sales Process
Building & Managing a Sales Pipeline
Lead Management
Lead Nurturing
Follow Up Plan
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Converting Leads into Business
Lead Generation
Lead Qualification
Conversion Rates & Pipeline Value
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Understanding Buyer & Sales Process
!
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Aligning the Buyer Process & Sales Process
Need recognition and problem
awareness
Information search
Evaluation of alternatives
Make purchase
Post purchase
evaluation
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Buyer Process
Step 1. The Customer Journey
Need recognition and problem
awareness
Information search
Trial/Sample
Evaluation
of Alternatives i.e. Quotes,
Meetings, Samples
Make purchase
Post purchase
evaluation
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Buyer Process
Step 2. Key Decision Making Stages
Need recognition and problem
awareness
Determining
possibility of buying
Looking for the
opportunity to buy
Information search
Trial/Sample
Evaluation
of Alternatives i.e. Quotes,
Meetings, Samples
Taking action
Endorse / Complain
Growing the success of Irish food & horticulture
Make purchase
Post purchase
evaluation
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Buyer Process
3. The Sales Role
Need recognition and problem
awareness
The Role of Sales is to
help the customer
through the buying
funnel
Determining
possibility of buying
Looking for the
opportunity to buy
Information search
Trial/Sample
Evaluation
of Alternatives i.e. Quotes,
Meetings, Samples
Taking action
Endorse / Complain
Growing the success of Irish food & horticulture
Make purchase
Post purchase
evaluation
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Buyer Process
Step 4. The Follow Up
Need recognition and problem
awareness
The Role of Sales is to
help the customer
through the buying
funnel
Determining
possibility of buying
Looking for the
opportunity to buy
Information search
Trial/Sample
Evaluation
of Alternatives i.e. Quotes,
Meetings, Samples
Taking action
Endorse / Complain
Growing the success of Irish food & horticulture
Make purchase
Post purchase
evaluation
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Understanding the Buyer Process
- Putting it into Practise
Exercise
1.
Select one company from your team trying to sell a product or service
2.
Identify a target customer type to sell this product or service to
3.
Working as a Team, use the Customer Buyer process model, create a
step by step scenario of actions this customer will go through at each
stage of the buying process
FLIP CHART EXAMPLE
Each team will be asked to present their customer buying journey
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Aligning the Sales Process
Step 1. Initial Contact
MARKET PLACE MEETING
Company Overview presented?
Product proposition presented?
Decision-maker identified?
Any other influencers?
Considerations / Objectives:
Replace existing Supplier
Nomination alongside existing Supplier
Breaking new ground
Rank level of interest
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Sales Process
Step 2. Prepare For Meeting
MARKETPLACE MEETING
Company Overview emailed?
Product proposition emailed?
Samples sent?
Representative present at Sampling?
Progress to achieve face-to-face meeting
Phone contact?
Email contact?
Nomination alongside existing Supplier
Breaking new ground
Rank level of interest
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Sales Process
Step 2. Prepare For Presentation
On-Brand Selling
Module aligns with this
programme here....
Objective is to help the
customer
•Selling is helping
•If you can help with
what they need, then
they will buy
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Sales Process
Step 3. Meeting Achieved
MEETING ACHIEVED
Product / Concept presented?
Interest established with Volume / Value opportunity?
Preliminary Commercial Proposition presented?
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Sales Process
Step 4. Proposal/Tender
FIRM PROPOSAL COMMUNICATED
FOLLOW UP 1
Verbal?
Email?
Face-to-face?
FOLLOW UP 2
Negotiation / Review of Proposal
FOLLOW UP 3.
Chaser to press for a decision
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Sales Process
Step 5. Outcome
OUTCOME = DECISION-TIME
Written agreement to Trial?
Written agreement to List?
Written agreement for Joint Product Development?
Other positive outcome?
Opening Order Booked
NO PROGRESS LIKELY
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Developing a Sales Process
- Putting it into Practise
Exercise
1.
Select another company from your team trying to sell a product or service
2.
Identify a target customer type to sell this product or service to
3.
Working as a Team, use the Market Place Sales Tracker to create a step
by step scenario of actions for the company to manage each stage of the
buying process
FLIP CHART EXAMPLE
Each team will be asked to present their Sales Process
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Building & Managing the Sales Pipeline
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Lead Generation - Filling the Funnel
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Website
•
Industry Bodies
•
Advertising
•
Sales Promotion
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PR
•
Sponsorship
•
Exhibitions
•
Special Events
•
WOM
•
Referrals
Identify leads & Follow up Actions
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Lead Qualification Screen out Suspects & Develop Prospects
•
Assess Value
•
Assess Fit
•
Market Research
•
Industry Body Resource
•
Assess Opportunity
•
Segment
•
Target
•
Rank
•
Build Database
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Conversion Rates & Pipeline Value
FOLLOW UP
CONVERSION
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Customers at each
stage of the funnel
Intro Phone Call
Need Recognition and
Problem Awareness
100
Brochure, Website
Follow up Call/Email
Appointment Setting
Meetings
Quote/Negotiate
Close Sale
Information
search
Evaluation of
alternatives
If the percentages
could be reduced to
50 leave = 50%
40%
50
80%
25 INCREASE
leave = 50% IN
SALES!!!
25
60
40%
36
15 leave = 60%
Make
Purchase
Referrals
Post Purchase
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Irish food & horticulture
10
50%
18
Customer numbers
would be 18 valued
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Building & Managing the Sales Pipeline
- Putting it into practise
Exercise:
1.
Select another company from your team trying to sell a product or service
2.
Identify a target customer type to sell this product or service to
3.
What Activities will you use to generate leads ? Use the Sales Pipeline Funnel to demonstrate
4.
Agree a method to qualify prospects
5.
Estimate the value of your sales pipeline line, applying the conversion rates through each stage of follow up
FLIP CHART EXAMPLE
Each team will be asked to present their Sales Process
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Converting Leads into Business
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Lead Management - Follow up Follow Up
•
•
•
Lead
Management
through the
Sales Funnel
Create
Prospect
Database
Develop Lead
Nurturing Plan
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How do we guide customers through their
buying funnel?
Need recognition and
problem awareness
Work as a team with operations,
buying, marketing, and
technical.
Information
search
Evaluation of alternatives
Make purchase
Post purchase
evaluation
Keep communications
conversation flowing with
customers, building rapport
Build trust and value in customers’
minds through rapport and
triggering the next move
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Lead Nurturing – Follow Up Follow Up
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Create a Follow Up Communications Plan for every
Prospect
•
Follow Up and Communications
•
Document
•
Process
•
Steps
•
Communication Ideas
•
Follow Up
•
Who
•
When
•
KPI
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Converting Leads into Business
- Putting it into practise
Exercise:
1.
Select another company from your team trying to sell a product or
service
2.
Identify a target customer type to sell this product or service to
3.
Using the lead management & nurturing process, list the key steps and
actions you will implement to manage your prospects through the sales
funnel
4.
Using the communications model, develop a follow up programme to
close the sale
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Next Steps in Preparation for Marketplace
Meeting
Take-out Exercise:
1.
2.
Complete Marketplace Sales Tracker Document
Build in additional communications & follow up ideas from today’s programmes
: Helping Customers to Buy & On Brand Selling Programmes
Support Resources :
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Bord Bia Marketplace Tool Kit (See Appendix)
TMI Online Support conor.oconnell@tmi.ie.
Up to 30 Places available on Follow Up Day -Reviewing Your Sales Plan 1-1 Feedback &
Coaching (22nd Feb Bord Bia Offices)
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Appendix I. Bord Bia Materials
Training Module 1. Market Day Presentations
http://www.youtube.com/results?search_query=bord+bia+marketplace&aq=f
Here is a link to the presentations from the meet the markets training day on Sept 13th in Bewleys Airport hotel
The aim of this day was to help you choose the market most suited to your product and company.
The presentations will look at the market attractiveness of each of the markets
Our overseas offices will be there to meet with you and discuss your business and present to you on how to do
business in the market.
They will also make available to you a market overview of each country.
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Appendix II. Bord Bia Materials
Training Module 2. Market Day Presentations
http://www.marketplaceinternational.eu/exhibitors/logistics-training-modulepresentations-handouts-20-10-2011
Please click on the following link and you will find a copy of the presentations and relevant materials
from our Marketplace International 2012 Logistics Training session that was held in Bord Bia
Offices last Thursday, the 20th of October.
The aim of this training was to give you a background on logistics and provide your company with
cost effective product delivery solutions to your targeted markets.
The link includes, Presentations, Outsourcing checklists, a list of samples companies
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Appendix III. Bord Bia Materials
We also have our Indicative Shipping Costs Calculator up and running now and you can find
it by clicking the link http://www.marketplaceinternational.eu/exhibitors/shipping-costs/
Buyer Profiles:
The buyers are currently making selecting the companies they wish to meet on the 7 th of Feb working to a deadline
of the 13th of Jan. From week commencing the 16th of Jan, your sector manager will start to notify you of the buyers
wishing to meet with you and provide you with a one page Buyer Profile document – see example
.
Market Visits:
Bord Bia overseas offices recently ran market visits to your target markets . Even if you missed these, you can still
complete a visit to your target market yourself and use the suggested market visit itinerary drawn up by the BB
offices.
Other BB materials:
there is a huge amount of information – research, insights etc. That you can use to support your sales rationale
available ON http://www.bordbia.ie/Pages/Default.aspx
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