Increasing Our Value to the iPod Generation by Rick Dolezal, ABB Inc

Marketing and Selling in the year 2011… and beyond Rick Dolezal

Goals To achieve sales targets Show improvement

Survey Overview Objective: To understand what is working well and what needs improvement Who: Sent to: Our whole team Sales Customers Basis: The respondents were asked to define our department “ Strengths” “ Weaknesses” “ Opportunities” “ Threats” Responses: Responses were received from many respondents.

We will drive growth by: Offloading sales people from non-selling functions Speeding up responsiveness Focusing on specific sales initiatives Improving how we work internally Responding promptly with a “how can I help?” attitude Communicating internally Raising market awareness Risking – and trying new things Measuring our progress with metrics Focusing on the positives Looking at what we do wrong……….it provides great learning

Tenants of plan going forward Speed, “if it makes sense, do it” Soft skills Building credibility Communication With Sales Help sales, we are here to: Sell Make it easy and pleasurable to do business with us We need to embrace new ways of doing things “ We’ve always done it this way” Ipod generation, ease of use Focus on “What problem does this fix?

What does success look like? - one year Increased sales results - sales, margin, EBIT Response time - managed and faster Metrics that show improvement Catalyst to other departments Took risks New tools are working Customer feedback loop in place More customer touches Higher sales metrics Survey Scores ^ Groups are working together

Survey score Survey measures “Will you promote us to a potential customer?” Good news – this is not hard to improve Goal is to be as positive as we can be at every touch point - People buy from people they like “ When you walk into a place and everybody is kind, you notice it and you like it” “ When someone really takes care of you, other things are less of an issue” The power of this is huge Everyone was asked to help with this new culture

The challenge? Do it right up front Go the extra mile Making sure people are satisfied with your service – ask them You are empowered to do the right thing “ If it makes sense….do it!”

Sales Matrix Relationship Existing New Product Existing New 80% 40% 17% 5% Need to focus here

Marketing Goals – to increase sales Increase awareness Make portfolio clear Provide sales tools that communicate our capabilities when we are around and when we are not around Strategy Increase our end customer touches Increase the number and ways we will touch them Refresh initiatives Increase 2-way communications between home office and field, establish metrics to determine what is effective Generate sales tools with a consistent format Educate on that format 50,000 feet 30,000 feet

The 4 Stages of Learning Can’t do it, can’t explain it Can do it, if explained Can do it, can explain it Can do it, can’t explain it

Key Points Listen Have a plan Identifying “what problem does this solve?” Focus on selling Listen

This guarantees success…… In 1964, all members of the Harvard Business School graduating class stated that they have, at graduation, clear goals that they want to accomplish in life. Among them, 5% took the time to write it down on paper. In 1984, a follow up study was done and it was discovered that 95% of those who wrote down their goals were able to achieve them within 20 years. Among the “lazy” majority, only 5% of them were able to reach their expected goals An earlier study in Yale University also had similar results. This time, only 3% of the 1953 graduating class made written goals. Twenty years after, in 1973, it was found out that this 3% of Yale graduates were able to accomplish more goals than the rest of the other 97% combined. fitzvillafuerte.com – The importance of writing your goals on paper

So……become someone people like You can measure the relationship between you and your customer organization Number of key people known at the customer Examples: Number of key people they know at your company % customer available spend Number of social events each year Number of educational presentations made Quality of business relationship %. of complaints satisfied – in full, on time People buy from……..people they like Become a “likeable” person

Increasing the relationship >1 1 0 4. No of educational events p/qtr (workshops, seminars, breakfasts etc.) >2 1 - 2 0 5. No of social events per year. > 50 20 – 50 <20 3. % of ‘available’ customer spend 3+ 2-3 1 2. No of key people they know in your company 3+ 2-3 1 1. No. of key people (sponsor / power sponsors) we know in the account When Who What P Tomorrow Today 3 2 1 Key Actions to Improve Criteria Score Score Measurement (points) Relationship Criteria

Sponsor Power Sponsor End user Beneficiary Adversary L egal / Technical / Administrative Financial Human Resources Approval Types within an account

Buying Phases T I M E Needs Cost Solution Risk Needs Price Solution Risk (PHASE I) DETERMINE NEEDS (PHASE II) EVALUATE ALTERNATIVES (PHASE III) EVALUATE RISK L E V E L O F C O N C E R N Shifting Buyer Concerns

Keep your feet moving forward You can’t guarantee sales results, but you can guarantee… sales activity ( Al l enabling sales efforts and activities contribute to future sales results)

Identifying Potential ‘Pains’ Behavior we hear and see “ particularly busy at the moment….” “ several big contracts that need a lot of work…” “ very fussy with what we buy…” “ prefer dealing with a specialist training supplier…” “ rather awkward shape..” Reasons (motivations) for the behaviour The Iceberg Principle

No Pain, No Change Pain = Problem, Critical Business Issue, or Potential Missed Opportunity What will motivate a customer towards change?

Greed Fear Two greatest motivators What will motivate a customer towards change?

Building ‘Professional Rapport’ – The Initial Value Proposition “ tell me more…” “ not interested” “ so what?” 30 seconds Motivation Time Critical Interest Point (Left – hand column: “Is this worth any more of my time?) You gotta have a value proposition

How to Listen More Effectively Slow down! Adopt a ‘seek to understand’ mind set! Practice repeating back your understanding of what has been said – before responding (check for clarification) Listening – it takes work

In summary People buy what they want, not what they need, our job as educators is to help prople want…..what they need Three greatest sales tools Ears Notebook Pen We need to spend the time understanding a customer’s pain Before talking about a solution, we must ask ourselves, “What problem does this fix?” Thanks to you for helping me fix my problem

Let’s go….. Great time to be here Exciting 2011 Change Embrace it Press on it Go towards it We can turn these “Dreams” into reality

Increasing Our Value to the iPod Generation by Rick Dolezal, ABB Inc

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Increasing Our Value to the iPod Generation by Rick Dolezal, ABB Inc