Sales Force 2020 - Is the Sales Force Still Relevant?

Salesforce2020

bill@billcarney.orgVilnius, 2013

bill@billcarney.org@harlemhomeboy

Saturday, 20 July 13

part of trying to understand the future is also trying to understand

the past.......

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Anyone remember....?

1967

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then......

• People were cheap and information was expensive......

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ISSUES

• Sales Cost

• Diminishing Returns

• Motivation and Reward

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Currently the average B2B Sales Call cost can be as

high as $600 !

range from $250-$1600

(Center for Exhibition Industry Research)

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Enter Supply Chain Management in B2B

• reduce the number of suppliers

• refine the sourcing strategy

• closer co-operation (usually on-line)

• improved efficiencies

• reduction of costs

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2020 ?

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a little history for context........

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The Persuader

• Customer is passive and static

• Customer is an average statistic

• One way communication

• Chase ‘em!

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Your Best Friend

• Not here to sell....from selling to helping consume ;)

• Customer is still passive

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Time to Bond:Lifetime Value

• Customer still relatively Passive...

• Trusted Advisor

• Relationship Management

• CRM Support

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2008: GAME CHANGER

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2008: GAME CHANGER

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April 2012: YouTube 7 YR Anniversary

✤ 60 HOURS OF FOOTAGE UPLOADED EVERY SECOND !!

✤ 4 BILLION VIEWS PER DAY !!

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NOW it’s all about staying close to your customer and managing the

experience.......

is the salesforce still relevant ?

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WHITHER THE SALESFORCE?

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The New Customer is Real Time...and Increasingly Mobile

• Customer is often part of the value chain

• Real time contact with the company and world at large, i.e. Twitter, Facebook et.al.

• Can leverage others - voice of your brand, i.e. YouTube

• Price comparison capable

• Seeking Experience

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as the customer increasingly moves on-

line......

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The Impact of Behavioural Segmentation

“Cookie Magic”

• Traditional segmentation whether geographic, demographic or psychographic being supplemented by on-line behavioural segmentation

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Classic Sales Process Obsolete?

• Prospecting

• Pre-Approach

• Approach

• Presentation

• Handling Objections

• Closing

• Relationship Mgt - “After Sales”

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All sounds a little Old Skool , doesn’t it?

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FROM CRM TO CMR:

The New Paradigm

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Customer Managed Relationships

• Enable the Customer

• Link to Others

• Provide on-line tools

• Guide the Experience

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Will be Commonplace by 2020........

• Using Big Data

• Using Neuroscience to Sell

• Field Sales Force to shrink except in growth markets

• Less about WHAT you do and more about HOW you do it

• Consultative role to grow

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And now in this corner....

• Salesforce.Com

• Siebel

• Jive

• Kana

• Demand Media

• Attensity

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So what can’t the customer manage?

• New Tech and New Tech Applications

• Category / Application Best Practice

• Service

• Internal Company Network Navigation

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• Check stock discrepancy ?

• POS Merchandising

• Slot Negotiation ?

• New Product Intro

• Order Facilitation?

• “Press the Flesh” ?

• Relationship Management ?

• Monitor Social Networks and Internet Chatter

• Email Follow Ups

• 24-7-365

• On-Line Availability

• Internal Facilitator

• Availability on demand

FROM TO

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The Emerging “Sales” Role• Product / Service expert

• Personal Shopper, i.e. knowledge based

• Facilitator

• Account Development

• Account Maintenance

• Account Growth (CRM assisted)

• Customer Training

ALL IN REAL TIME!Saturday, 20 July 13

“It is not the strongest of the species that survive, nor the most intelligent, but those most

responsive to change.”

Charles Darwin

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