SELLING CONSULTING
SERVICES IN EUROPE
B. J. O’CONNOR
INTERNATIONAL LTD
www.oconnorconsultancy.com
SELLING
IT IS BETTER TO WIN A
CUSTOMER THAN LOSE A
SALE
ORACLE
SUCCESS
• 20% OF TODAY’S AUDIENCE GET
80% OF THE TOTAL RETURN
• HOW CAN YOU GET IN THE
CONSULTING TOP 20%?
YOUR CONSULTING
• HOW DO CLIENTS SEE YOU?
• HOW DO CLIENTS VIEW YOUR
STRENGTHS AND WEAKNESSES
• WHAT IS YOUR BIGGEST CLIENT
COMPLAINT? - to +
YOUR PROCESSES
• DO A VALUE ADDING ANALYSIS
• FIND 90% WASTE
• REALLOCATE RESOURCES TO
SELLING
OVERALL SUMMARY RESULTS OF VA STUDIES
VA STUDIES
51 DAYS OVERALL
37 MINS
Logistics
24% VA
14,283 MINS
Impact neg.
Manufacturing
0.42% VA
714 MINS
1,665 MINS
117 MINS
7,674 MIN
Sales Engineers Internal Sales Drawing Office Purchasing R&D
25% VA
5.7% VA
5.3% VA
77% VA
50.8% VA
9 DAYS OVERALL
Value Adding Analysis
10%
Value Add
Waste
90%
YOUR SERVICES
• WHY WAS I SUCCESSFUL THE LAST
FIVE TIMES?
• LOOK FOR A SOLUTION THAT WILL
LEAD TO LONG TERM
RELATIONSHIP
• EXPERIMENT WITH NEW
PRODUCTS
• USE LINGUISTIC SKILLS
DEFINE YOUR CLIENTS’
NEEDS
• ASK OPEN QUESTIONS
• AGREE CLIENTS’ NEEDS
• AGREE SOLUTIONS
• HIGHLIGHT BENEFITS
DELIVER BENEFITS TO
YOUR CLIENTS
• MEET THEIR NEEDS
• KEEP GOOD CLIENTS AS LONG
TERM CLIENTS
• LOWER SELLING COSTS
WHAT ABOUT PRICE?
• SELL ON VALUE NOT TIME
• EXCLUSIVE SOLUTION EQUALS
HIGH PRICE
• NEGOTIATE HIGH UP
• YOU NEED HIGH PRICES TO HIRE
THE BEST CONSULTANTS
• BE AWARE OF LOCAL PRICES
YOUR MARKETS
• SEGMENT BY:
•
•
•
•
•
VALUE
INDUSTRY
CHALLENGES
MANAGEMENT
COMPETITORS
PROFILE YOUR SUCCESSES
• LOOK FOR SIMILAR
OPPORTUNITIES
• LOOK FOR EXCELLENT
COMPANIES
YOUR COMPETITORS
• BE AWARE OF YOUR COMPETITORS
• DO NOT OFFER A ME TOO SERVICE
• OFFER A BETTER OR NEW SERVICE
PARTNERS
• MORE REWARDING THAN
SUBORDINATES
• HOW TO SELECT THEM
• UNEXPECTED OPPORTUNITIES
STRATEGY
• ATTACK ON MANY FRONTS
• NEVER RELY ON ONE OR TWO
METHODS
ATTRACT MORE
CUSTOMERS
•
•
•
•
•
•
•
DIRECT MAIL
SEMINARS
REFERRALS
RISK REVERSAL
LOSS LEADERS - PILOTS
TELEMARKETING
SUPERMARKET TECHNIQUES
REJECTION
• EXPAND YOUR SERVICES
• EVERY REJECTION IS A STEP
NEARER SUCCESS
• LEARN WHAT YOU NEED TO
CHANGE
NEGOTIATION
• TECHNIQUES VARY FROM SWEDEN
TO ITALY
• TO SUCCEED USE CHECKLISTS
PROJECT MANAGEMENT
• TEAMS ARE MADE UP OF
DIFFERENT SPECIALISTS WITH
DIFFERENT LANGUAGES
• USE PROJECT MANAGEMENT TO
PLAN AND MONITOR ASSIGNMENTS
PAYMENT
• CASH FLOW RANKS EQUAL WITH
CLIENT SERVICE
• GO FOR AT LEAST “ONE THIRD”
UPFRONT
• GET TO KNOW THE PEOPLE WHO
AUTHORISE PAYMENT
SUMMARY
• ENSURE YOUR CLIENTS
APPRECIATE THE BENEFITS
• REALLOCATE YOUR SELLING
RESOURCES
• SEGMENT YOUR MARKETS
SUMMARY
• WORK IN LOCAL LANGUAGES
• TRIAL NEW SERVICES
• REHEARSE PRESENTATIONS
SUMMARY
• SELL ON VALUE NOT TIME
• USE SEVERAL APPROACHES
• EXPLOIT TECHNOLOGY
SELLING CONSULTING
SERVICES IN EUROPE
B. J. O’CONNOR
INTERNATIONAL LTD
www.oconnorconsultancy.com