B 2 B Sales Consulting growing profitable revenues

B 2 B Sales Consulting “growing profitable revenues by improving your sales effectiveness” BCS CONSIG GROUP 2 March 2005 How Clients Buy Consultancy Services Tony Ryan Director, B 2 B Sales Consulting 1 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

We help our clients sell complex, high value, ‘Business to Business’ propositions l OUR VALUE PROPOSITION – We help our clients win and grow profitable revenues by creating demand, improving their direct and indirect sales effectiveness and building their people’s confidence l OUR PEOPLE – We are experienced IT and Consulting Professionals with proven Sales Track Records from Gemini, BAH, KPMG, Deloitte, CGE&Y, Oracle & Baan and extensive experience in managing companies l OUR APPROACH – We work with clients to design and deliver assignments which are customised from a proven toolkit to deliver agreed results. 2 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

We have a flexible approach to growing our Clients’ profitable revenues Market Readiness Lead Generation & Demand Creation Sales Management 3 © B 2 B Sales Consulting Limited 2003 All rights reserved. Sales Coaching and Skills Transfer Resource Mngmt. and Recruitment B 2 B Sales Consulting

Our clients tell us we understand their revenue issues because …. l l As ex- Consultants, we provide you with coaching by people who understand your business and can help you to deliver the results that you require l 4 We are all ex- Management Consultants, and have also run large companies, so we are uniquely placed to understand the issues that you face when selling Consulting Services Having performed the roles ourselves, we can offer a multilevel approach, as we have knowledge of the sectors that you operate in and the issues that your clients are facing © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

Our clients tells us we deliver results because we are practical, experienced, flexible & innovative SHREEVEPORT management consultancy 5 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

B 2 B Sales Consulting has a proven sales tool kit for sales people TEAM CAPABILITY Bid Management Sales Strategies Campaign Management Communications Written, Verbal & Visual INDIVIDUAL CAPABILITY Account Development Partnering Team Selling Team Buying Competition Decision Management Negotiating SALES MANAGEMENT CAPABILITY 6 Qualification Value Creation Benefits Development Closing Market Messages BEHAVIOURAL CAPABILITY Targeting Lead Generation The 5 Selling Steps Handling the 1 st Meeting Phased Selling Styles & Competencies Buying Climate Behavioural Communications micro. Branding Inter. Personal Selling Pricing Market Positioning Sales Processes Win Planning Performance Appraisals New Service Development Pipeline Management Market Comms © B 2 B Sales Consulting Limited 2003 All rights reserved. Account Win / Loss Management Debriefs B 2 B Sales Consulting

Our Revenue Roadmap connects the 5 revenue building legs for profitable growth NEW OFFER Capabilities & Service Offers Short Value Proposition DIRECTION Value Chain Market Messages EMERGING CLIENTS’ NEEDS Executive Profiling Lead Generation New Business New Services and Markets Demand Creation Development Pipeline and Bid Management GROWING PROFITABLE REVENUES Account Management Market Targeting Account Planning Market Partners Account Development POSITION EXISTING B 2 B Sales Consulting Revenue Roadmap 7 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

What we’re going to look at tonight…. l l Know how buyers buy l Inter. Personal Selling l 8 Buying Climate A Buyer’s view of Consultants! © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

How Clients Buy Consultancy Services The Buying Climate …. avoiding rejection 9 © B

How does the Executive Problem Cycle affect business development outcomes? Success & Improved Results - TOO LATE! BODY SHOPPING • filling resources gaps • commodity market Project Implementation Prognosis Diagnosis Issue Identification Non-performance 10 © B 2 B Sales Consulting Limited 2003 All rights reserved. Late for Critical Bus ISSUE Development • greater need for content & expertise • needs expert validation Critical Business Issue Development • CEO needs help to form ideas • needs confidence • needs confidant B 2 B Sales Consulting

The Buyer’s Mood gives a very strong clue as to what is possible or not l Denial – l Honest OK – l The best buying situation to fix something ‘broken’ in an open relationship Honest Growth – 11 Complacent in an undemanding situation. Despite counter evidence, lack of ambition will inhibit buying Honest Trouble – l Very difficult to bring to reality, so extremely unlikely to buy. Move on! Very enthusiastic buyer pushed by ambition that might bite off too much © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

Each Buying Personality has different relationship needs, but they can all buy l Analyser – – l Socialiser – – l – Cannot be rushed, needs to trust You need to be patient and sensitive Director – – 12 Can be over-expressive and misleading You provide picture of how he will succeed with his people Truster – l Needs detail, safety first decision You provide facts to give him reassurance Task/Product oriented and likes metrics You provide the springboard for his success © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

How Clients Buy Consultancy Services Know how buyers buy 13 © B 2 B

WARNING: The hardest thing to sell is …. Who me ? …. Yourself, it’s

Every new client will give you 6 Tests CREDIBILITY VALUE TRUST • Establish company credibility • Client is OK to admit problems • Establish personal credibility 15 • You add value to executive’s thinking • You successfully challenge executive’s thinking • Client is OK to ask for help © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

Who needs a selling model? l Have you ever got lost in a sales meeting? l Do you want to avoid being labelled a Pushy Salesperson? l Do you want – – – to create buyers instead of selling? to develop a genuine understanding of your clients? to make closing easier? to build real “Win Win” sales? to enjoy business development? First step, understand how your client buys 16 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

The best ‘selling model’ is in fact a ‘buying model’ - based on how buyers buy! 4 th step What Trial Approaches “Would this work? ” “We found this with another client” “What would be right for you? ” 5 th step Now Close (safely) 1 st step What REAL ISSUES? -Professional? -Personal? 17 © B 2 B Sales Consulting Limited 2003 All rights reserved. 2 nd Step What BENEFITS “Success looks like” “It’s worth…. ” “We’ll have learned. . ” Project Pre 3 rd step What OBSTACLES to success? -Capability? -Culture? -Financial? B 2 B Sales Consulting

Benefits can be identified in a structured discussion using 4 Dimensions • FINANCIAL • Cost, Cash • Revenue, Margin • SHV • OPERATIONAL • Productivity, Stock turns • Utilisation • Service & Quality levels • ORGANISATIONAL ALIGNMENT • Value Chain Alignment • Performance Management • Employee Turnover • Improved Communications • Vertical integration 18 © B 2 B Sales Consulting Limited 2003 All rights reserved. • CAPABILITIES and COMPETENCIES • Sales effectiveness • Service levels • Operational excellence • Supply Chain Excellence • Market sensing • Regulatory compliance • CULTURE and BEHAVIOUR • Behavioural improvement • Motivation • Pro-activeness • Culture of innovation • Managerial behaviour / coaching • Risk Taking B 2 B Sales Consulting

Caution: The best development discussions still need to be managed l Opportunity Development grows the sale value Target l Lead Close Sell-on Opportunity Management grows the probability of success Right Company Person 19 Open Develop © B 2 B Sales Consulting Limited 2003 All rights reserved. Motive to Buy Timing Budget Competition Decision Making B 2 B Sales Consulting

NEGOTIATE first then CLOSE l l 20 NEGOTIATIONS are about finding out how to fit each other’s needs as best as possible CLOSING is about helping your client to launch what you have NEGOTIATED © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

Both sides have their own 4 Negotiating Elements 1. What are your Client’s? ‘Must Have’ Wins © B 2 B Sales Consulting Limited 2003 All rights reserved. ‘Like to Have’ Wins 3. ‘Tradeables’ 4. 21 2. What are Yours? ‘Non-Tradeables’ B 2 B Sales Consulting

How Clients Buy Consultancy Services Inter. Personal Selling© 22 © B 2 B Sales

When dealing with people, don’t assume anything. . …be extremely aware 23 © B

How important is the behavioural side of client’s decision making? Rational __? __ %

Why do People buy People? Because the Behavioural dominates the Rational l l They do not want to be threatened or belittled l Personality is more variable than competence l 25 They may not be able to judge your expertise Trust is more important than ability © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

We all think and act at 3 levels simultaneously. l Emotionally – l Politically – l understanding the personal context Emotional understanding how the client organisation takes decisions Rationally – – can not win here but can be eliminated Time 26 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

But clients cannot buy unless Trust is growing People buy People Preparation Credibility x Intimacy Self-Interest x Risk Client first 27 © B 2 B Sales Consulting Limited 2003 All rights reserved. Manage the risk down B 2 B Sales Consulting

The greatest human drivers have always been FEAR and GREED ACT ON FEAR If you’re not sensing them, then you’re talking about the wrong things 28 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

Simple Sale versus Complex Sale l Simple Sale = 1: 1 – – Buyer knows needs Seller can deliver Buyer & Seller can Decide Short Simple Sales Cycle l Complex Sale = TB: TS – – 29 © B 2 B Sales Consulting Limited 2003 All rights reserved. Team Buying l Clients may not have agreed Needs or How to Buy Team Selling l Clients want to assess Selling and Delivery Team B 2 B Sales Consulting

Client Decision Making Process has 4 parts Criteria © B 2 B Sales Consulting Limited 2003 All rights reserved. Situational and Political ROI and Pricing Timing 30 Makers Funding Decision Making Process Issues and Benefits Events and Reporting B 2 B Sales Consulting

What we’ve just looked at…. l l Know how buyers buy l 31 Buying

How Clients Buy Consultancy Services A Buyer’s view of Consultants! 32 © B 2

How am I feeling when I am buying ? l l l l l 33 Skeptical Insecure Threatened Impatient Worried Exposed Ignorant Concerned Suspicious © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

How I buy from Consultants - What are my risks l l My company’s competitive edge l My company’s shareholder value l 34 My professional credibility Lost time © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

How I buy from Consultants - Who do I buy l 35 People – who are pragmatic and battle hardened – who roll up their sleeves – with track records – with grey hair, blood and guts – without grey hair, fresh and creative – who are committed – who commit – who I can trust © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

How I buy from Consultants - What do I buy and what don’t I buy? l l l 36 Security Speed to Market Results Skill Good Communications Openness Team-players Independent perspective Clever frameworks Methodology Silver Bullets Theory © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

How I buy from Consultants - When do I buy l When I need – – problem solving – knowledge transfer – 37 brainpower extra hands © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

How I buy from Consultants - What does Gainshare mean l l Eliminates the dreamers l Economic necessity l 38 Evidences consultant’s commitment Shared risk/reward © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

B 2 B Sales Consulting growing profitable revenues by improving your sales effectiveness Our next IMC ‘mini seminar’ “Understanding your Clients’ decision to hire you” At Regus Victoria, Portland House, Bressenden Place, London, SW 1 E 5 RS Tuesday 15 March 6. 30 p. m. to 8. 30 p. m. 39 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting

B 2 B Sales Consulting growing profitable revenues by improving your sales effectiveness How Clients Buy Consultancy Services Tony. Ryan@B 2 BSales. Consulting. co. uk Tony Ryan Director, B 2 B Sales Consulting 40 © B 2 B Sales Consulting Limited 2003 All rights reserved. B 2 B Sales Consulting