How to master B2B sales . Sales Leadership. Understanding the Automobile market of India, other verticals. CRM, new opportunities, etc.

1. Strategic Sales Effectiveness Workshop at Exide
Industries.
Facilitator, Content Creator:
Debashish Brahma.
Management Consultant, Visiting Faculty, Speaker, Change Management
Blogger.
November, 2013

2. Various Dimensions of
B2B Business

3. What is Business?

4. Simplifying & Understanding the
Business
Prof. Ram Charan Video

5. Eco System Of Any Business
 Cash : cash inflow > cash outflow
 Margin : any excess of revenue over expenditure. Either
increase the revenue or minimize expenditure, healthy
margins are the pre requisite for any successful business
 Velocity : sales turnover and quick realization of money
 Growth : identify and target those segments which have
got business scalability
 Customers : they are the person who are not inside our
business but drives our business. They decide our top
lines as well as bottom lines

6. Our Product/Solution
Approach

7. Some of our established
product lines

8. Features, Advantages and Benefits
Analysis

9. Features Attractiveness/
Advantages
Benefits
FAB Analysis

10. An Example of FAB Analysis

11. Relationship Marketing

12. A framework for interaction in
the buying selling climate
Relationship
Structure
Goals
Rules

13.  Goals: Relationships form because of a goal or an
outcome that each person whishes to achieve.
 Structures: Based on two conditions:
a) Dominance/Submission
b) Warmth/ Hostility
 Rules: For a person to make predictions about
another persons behavior, rules and regulations must
exist that govern action in the relationships.

14. Product
Customer
s
Product
Customer

15. Value Proposition for The
Customers

16. Value Proposition
 A value proposition is a promise of value to be delivered and a
belief from the customer that value will be experienced.
 A value proposition can apply to an entire organization, or parts
thereof, or customer accounts, or products or services.
 Developing a value proposition is based on a review and
analysis of the benefits, cost and value that an organization can
deliver to its customers, prospective customers, and
other groups within and outside the organization.
 It is also a positioning of value, where Value = Benefits - Cost
(cost includes Economic Risk.)

17. Steps of Creating Value
Propositions

18. Market
For which market is the value proposition being
created?

19. Value experience
or Customer Experience
what does the market value most? The effectiveness of
the value proposition depends on gathering real
customer, prospect or employee feedback.

20. Offering
Which products or services are being offered?

21. Benefits
What are the benefits the market will derive from the
product or service?

22. Alternatives and Differentiation
What alternative options does the market have to the
product or service?

23. Proof
What evidence is there to substantiate your value
proposition? Check Back and Customer feed back.

24. The Value Proposition that we make to our
customers with Exide’s solutions
Physical Benefits :
ROI – Return on Investment :
ROI – Return on Impression :
Margins :
Market Share :
Qualitative Increment :
Your Cutting Edge :

25. Example of Value Proposition

26. Our Major Customers & Target Segments
 Automobile
 Infrastructure and Projects
 Mining
 FMIB
 Solar Non conventional source of energy
 Telecom
 Power

27. Automotive Market of India – Both
Nationals and multinationals

28. Two wheelers market segment

29. Mining – Cap Lamp Business

30. Government Verticals: – Infrastructures &
Projects
 Two Major Verticals – Indian Railways and Indian
Defense.

31. Technical Nodal Bodies
 DRDO and RDSO

32. Telecom

33. Power

34. Traction & Fork Lift Business

35. Our Selling Process & Customer Buying
Process Mapping and the Bottlenecks
Pre Sales :
POC – Proof of Concept :
Passing the proof of concept from the authorized technical nodal bodies :
Budget Sanctioning & RFP Generation:
Tendering – Limited Tender and Open Tender :
What are the most common bottlenecks that we find in closing the deal and how
and at what stages we can overcome the bottlenecks :

36. Process Under The
Mapping Of Key
Accounts & OEM
Accounts

37. Marketing
 Awareness creation
 Interest Incitement
 Knowledge Transfer
 Lead Generation

38. SALES
Qualification
 Needs Assessment
 Letter of Understanding
 Presentation Demo
 Solution Proposal/technical cheque
 Production Demo
 Quotation submission
 Negotiation
 Closing

39. Order Administration
 Order received/basic checks
 Approval cycle
 Equipment allocation
 Product integration/customization per customer
order, testing and packing
 Submission of installation call for customer
services
 Shipping

40. Finance
Invoicing

41. Customer Support
Unpacking
 Installation of separate stations
 Networking of all stations
 Application and workflow set- up
 Customer training
 Acceptance test

42. Finance
Cash Collection

43. Our internal strengths with which we
compete with our customers
Innovation :
R & D and Technology :
Value Proposition :
Post Sales Service :
QOS – Quality of Service :
Cost of Ownership :
Cross Sales & Up Sales :
How can we enhance our strengths to compete with our customers :

44. Internal Customers Co-operation for
Execution

45. Internal Customers – who are the
backbone of our sales process
Our R & D :
Our Materials Management Department :
Our Production & Factory Management :
Our Supply Chain & Outbound Logistics :
Our Finance & Accounts Department :
Our Corporate Marketing :
Any Other Internal Departments :
How to align our internal customers to benefit the external customers :
Managing & Marketing to Our Internal Customers

46. Using Time as a Resource

47. Time Management
SMART

48. S – Save Time

49. M – Make Time

50. A – Arrange Time

51. R – Ration Time

52. T – Take Time

53. Familiarization with Latest
B2B Techniques and the
types of personalities that
we face in our customer
premises.

54. How to direct the flow of informationAsk questions so that the customer
can steer you through its purchasing
process
Coach the customers about how to
buy and support its throughout
process
How to begin the conversationAsk questions about the customers
need and look for a “hook” for your
solution
Offer proactive insights about what the
customers should do
When to Engage
What sort of initial information to gather
What Kind of Company To Target
Organizations that have clear vision
and established demands
Agile organizations that have
emerging demands or are in state of
flux
What need is customer to address
What unrecognized need does the
customer have ?
After the customer have identified a
problem the supplier can solve
Before the customer has pinpointed a
problem
Solution Selling Insight Selling

55. Target Mobilizers, Not Advocate

56. Personalities that we face in our customer
premises
 Mobilizers and Advocate

57. Seven Customer Personalities
 Go-Getters
 Teachers
 Skeptics
 Guides
 Friends
 Climbers
 Blockers

58. Go-Getters
 Motivated by organizational improvement and constantly
looking for good ideas
 Go-Getters champion action around great insights wherever
they find them

59. Teachers
 Passionate about sharing insights, Teachers are sought out
by colleagues for their inputs
 They are specially good at persuading others to take a
specific coarse of action

60. Skeptics
 Way of large, complicated projects, Skeptics push back on
almost everything
 Even when championing a new idea, they counsel careful,
measured implementation

61. The Mobilzers who can help me closing
my deals
 Gogetters, Skeptics and Teachers

62. Guides
Willing to share the organizations latest gossip, Guides
furnish information that’s typically unavailable to the outsiders

63. Friends
 Just as nice as the name suggests, Friends are readily
accessible, and will happily help reps network with other
stakeholders in the organization

64. Climbers
 Focused primarily on personal gain, Climbers back projects
that will raise their own profiles, and they expect to
rewarded when those project succeed.

65. Blockers – The Time Waster and
we should avoid
 Perhaps better described as “anti-stake holders”’ Blockers
are strongly oriented towards the status quo.
 They have little interest in outside vendors.

66. Steps In Sales

67. SPANCO
S- Suspecting
P- Prospecting
A- Approach
N- Negotiate
C- Close
O- Order

68. Selection
 Prospect is entered in a list of customers to call.
 Prospect is defined as lead.

69. Qualification
Prospect has explicitly expressed
need for a solution.

70. Needs Assessment
All questions are submitted to prospect and sufficient
answers were obtained to understand the prospect’s
needs in order to move to next step.

71. Letter Of Understanding
. A letter of understanding was
sent to the prospect

72. Presentation
The product was presented to the prospect in general
terms (not yet with the prospect’s own data or jobs)

73. Solution Proposal And
Technical Check
A technical solution was internally suggested. That
solution will be the one demonstrated and then put
in the quotation.

74. Production Demo
A demo with a job submitted by the prospect was
performed and completed.

75. Quotation Submission
First quotation was sent to customer. We refer here to quotation that is the
basis for the negotiation process and not to the pro- forma quotations. That
are sometimes sent to customers for their own process (budgeting process,
purchase requisition process, etc.)

76. Negotiation
Prospect has shaken hands to express agreement, or
prospect has signed on last quotation submitted.

77. Closing
Prospect has submitted a formal purchase order.

78. How do we pitch our products &
solutions to our new customers as
well as existing customer?
Scope of up sales to our existing clients/customers :
Scope of cross sales to our existing customers :
BANT Analysis for our customers :
USP to our new customers :
Any other out of the box techniques :

79. Modern CRM
Approaches

80. Business Process Re-engineering-
Dr.M.Hammer

81. BRP & CRM
Core Concepts Of BPR
1st Customers.
2nd Competitions.
3rd Change.

82. Why Customers
They Give The Top Line .
They Give The Bottom Line.
They Help Us To Create And Co Create.
They are the back bone of our business.
They are our eyes and ears for our
present market and future markets.

83. Customers Helps Us
To Cross Sale.
To Up Sale.
Silent Advertisements Through WOM.
Perception Builders To Outsiders.
In Spreading And Receiving The Messages.
Increase Our Market Share.
Increase Our Profits.
To Happy All Our Stake Holders.


84. The Ultimate Boss

85. Pamper Them

86. Co-Create With Them

87. Repeat Buy

88. Competition

89. Sales is a Warfare

90. Some of Our Major Competitors

91. “Keep Your Friends Close, Keep Your
Enemy Closer”- Godfather

92. What are the strengths of our
competitors? (Any Two nearest
competitors)
Innovation :
Technology and R & D :
Design and Innovation :
Battery Life:
Their Value Proposition to the market/customers :
Value for Money to the customers :
Distribution Network and Post Sales Service :
Your analysis or any other points about competitors to take note of :
What Measures can be taken to outsmart our competitors :

93. Change

94. Change for Electric Car Batteries
Reva Electric Cars From Mahindra

95. How do you propose solutions for
Tata Nano EV

96. We All Change Or Fail

97. Attributes of an Effective
Sales Professional

98. 4 E’s Basic attributes of a Sales
Professional
 Physical Energy with Mental energy
 Energizer for his collegues,
prospects and customers
 Enthusiasm which is an intergral part
of a sales professional to solve the
problem of the customers
 Edge is basically the skill sets and
knowledge base required for closing
the specific job.

99. Mental Software of a Sales
Person (DSR)
 D - Discipline in the Sales Process
 S - sincerity in the Sales Process
 R – Responsibility of a Sales Process