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© 2016 Roger Harrop Associates www.rogerharrop.com
Staying in the Helicopter® - for sparkling sales in good
times or in bad
© 2016 Roger Harrop Associates www.rogerharrop.com
US retail Price/gallon
Source: Cockeyed.com
© 2016 Roger Harrop Associates www.rogerharrop.com
Source:Treacey & Wiersma
Operational Excellence
Product Leadership
Customer Intimacy
© 2016 Roger Harrop Associates www.rogerharrop.com
Be the lowest cost provider in the marketOperational
Excellence
© 2016 Roger Harrop Associates www.rogerharrop.com
operational excellence
๏ Optimised supply chain processes
๏ Customer receives reliable high speed
transactions
๏ “Lean and mean” culture where
operational efficiency is highly rewarded
๏ Sell on price
© 2016 Roger Harrop Associates www.rogerharrop.com
Product Leadership
Push the boundaries of the market with innovative products or processes
© 2016 Roger Harrop Associates www.rogerharrop.com
product leadership
๏ Focus on invention, product development and market exploitation
๏ Products and services generate anticipation and excitement among customers
๏ Rewards for new product successes and toleration of failures
© 2016 Roger Harrop Associates www.rogerharrop.com
Customer Intimacy
๏ Develop the relationship with your chosen customers
that they most value
© 2016 Roger Harrop Associates www.rogerharrop.com
customer intimacy
๏ Focus on identifying customer problems and developing and implementing solutions ๏ Empowered customer-facing employees ๏ Carefully selected and nurtured clients
© 2016 Roger Harrop Associates www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com
Market Leader
Fast Follower
Industry Average
Below average
Customer Intimacy
Product or Process
Innovation
Operational Excellence
A
A
A
B B
B C
C
C
© 2016 Roger Harrop Associates www.rogerharrop.com
Market Leader
Fast Follower
Industry Average
Below average
Customer Intimacy
Product or Process
Innovation
Operational Excellence
© 2016 Roger Harrop Associates www.rogerharrop.com
๏ What does the heartbeat of the business say about where the focus and energy is?
๏ Have you made a clear choice? ๏ Are you targeting customer groups who value this? ๏ Is the organisation aligned with the strategy? ๏ Are you always looking to move the benchmarks
upwards?
© 2016 Roger Harrop Associates www.rogerharrop.com
Dissatisfied Satisfied Delighted
Not Met
Met
Better than At Risk
Looking
Gone
Loyal
At Risk
Looking
Advocate
Loyal
At Risk
Product or Service
Process
© 2016 Roger Harrop Associates www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com
Why Customers Leave
Perceived Indifference
68%
Unresolved Conflict
14%
Die/Insolvent 1%
Move 3% Influenced
Away 5%
Get a Better Offer 9%
© 2016 Roger Harrop Associates www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com
Number of Customers
Frequency
Average Order Value
£5000
2pa
1000
+3%
+3%
+10%
© 2016 Roger Harrop Associates www.rogerharrop.com
Number of CustomersFrequencyAverage
Order Value
£50002pa1000
+3%+3%+10%17%
GROWTH!
© 2016 Roger Harrop Associates www.rogerharrop.com
Number of Customers
Frequency
Average Order Value
£5000
2pa
1000
+3%
+3%
+10%
© 2016 Roger Harrop Associates www.rogerharrop.com
10090
Price
Profit
100
Volume
30% Gross Margin
© 2016 Roger Harrop Associates www.rogerharrop.com
10090
Profit
100
150
Price Volume
© 2016 Roger Harrop Associates www.rogerharrop.com
100110
Profit
100
30% Gross Margin
Price Volume
© 2016 Roger Harrop Associates www.rogerharrop.com
100110
Profit
100
75
Price Volume
© 2016 Roger Harrop Associates www.rogerharrop.com
Price/Perception Matrix™
Price
Perceived Added Value
Commodity
Buyer
High Added Value
Product/Service
You
© 2016 Roger Harrop Associates www.rogerharrop.com
250g bag ground coffee
£3.0010 x coffee pods
£2.90
£1.20/100g £5.80/100g
29p/cup £2.60/cup
© 2016 Roger Harrop Associates www.rogerharrop.com
Marketing Sales
create impact
Unaware Aware Comprehension Conviction Action
discuss specifics
build credibility
provide proof
The Universal Buying Process
© 2016 Roger Harrop Associates www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com Source: Roland Berger Strategy Consultants
2030 Global Trends
Opp
ortu
niti
es
Risk
Demographics population 6.9bn to 8.3bn
ageing +5 years
urbanisation 59%
Globalisation TICKs gdp +7.9%pa
next 11 gdp +5.9%pa
Resources energy demand +26%
water demand +53%
commodities rare metals/food
Climate Change
CO2 +16%
warming +0.5ºC - 1.5ºC
ecosystem extremes
Technology diffusion high speed
innovation change lives
life sciences nbt
Knowledge know how 55% in 2ndary edu
gender gap narrowing
war for talent demand>supply
Responsibility cooperation nations
ngos +++
philanthropy +++
© 2016 Roger Harrop Associates www.rogerharrop.com
Pros
pect
ing
Sales Management Matrix™
£
StarJunior
CowDog
© 2016 Roger Harrop Associates www.rogerharrop.com
Pros
pect
ing
Sales Management Matrix™
£
StarJunior
CowDog
Brian
Mary
Dave
Sunil
Richard John
Darren
Laura
Susan
Colin
© 2016 Roger Harrop Associates www.rogerharrop.com
Pros
pect
ing
£
StarJunior
CowDog
Distributor Management Matrix
© 2016 Roger Harrop Associates www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com
Sales Skills
Product Knowledge
Belief
Enthusiasm
Selling
© 2016 Roger Harrop Associates www.rogerharrop.com
power
9 Laws of Persuasion
consistencyexpectancycontrastassociationreciprocityscarcityfriendsconformity
© 2016 Roger Harrop Associates www.rogerharrop.com
power
9 Laws of Persuasion
consistency
expectancy
contrast
association
reciprocity
scarcity
friends
conformity
© 2016 Roger Harrop Associates www.rogerharrop.com
The CATSDEC process
“I’ll think about it”
Close
Total
Subject toDeal withEasy?
Catalogue Agree
© 2016 Roger Harrop Associates www.rogerharrop.comSource: Proudfoot/Ericsson
52%
Travel
25% Travel
&
&
Admin
Admin
15% Service
15% Service
35%
Active
23%
Selling
Active Selling
10% Prospecting
25% Prospecting
Salesperson’s Time
33%
60%
© 2016 Roger Harrop Associates www.rogerharrop.com
Mexico Columbia Peru Bolivia
Angola, Nigeria Sudan, Senegal
Saudi Iraq UAE
Bulgaria Turkey Iran
India Pakistan
Indonesia, Malaysia Philippines
Korea Thailand
China
Vietnam
Holland Austria Czech Norway Slovenia
Denmark Ireland Australia
Belgium Israel South Africa
France Poland Hungary Lithuania
Portugal Greece Chile Algeria
Italy, Spain Brazil Venezuela
USA
Germany Switzerland Luxebourg
UK Sweden Latvia
Finland Estonia Canada Singapore Taiwan
Hong KongJapan
Source: Richard Lewis
Multi-Active: People orientated: warm, emotional, loquacious,impulsive Linear-Active: Task orientated: Cool, factual, decisive planner Reactive: Respect orientated: Courteous,accommodating, compromiser, good listener
CulturesMulti - Active
ReactiveLinear- Active
Russia Slovakia Croatia Romania
© 2016 Roger Harrop Associates www.rogerharrop.com
Linear-Active: Task orientated
Multi-Active: People orientated Reactive:
Respect orientated
Source: Richard Lewis
© 2016 Roger Harrop Associates www.rogerharrop.com
Mexico Columbia Peru Bolivia
Angola, Nigeria Sudan, Senegal
Saudi Iraq UAE
Bulgaria Turkey Iran
India Pakistan
Indonesia, Malaysia Philippines
Korea Thailand
China
Vietnam
Denmark Ireland Australia
Belgium Israel South Africa
UK Sweden Latvia
Finland Estonia Canada Singapore Taiwan
Hong KongJapan
Source: Richard Lewis
Relationships based on Trust
Family Only
PEOPLE
RESPECTTASK
Slow Trust Based on Evidence
Trust in Institutions
Based on Performance
Law
Efficient Officialdom
Family Trade Groups
Warmth Courtesy
Successful Business
Trust in Reciprocity
School Mates
Compromise
Fair Deal
Italy, Spain Brazil Venezuela
France Poland Hungary Lithuania
Portugal Greece Chile Algeria
Russia Slovakia Croatia Romania
Holland Austria Czech Norway Slovenia
USA
Germany Switzerland Luxebourg
© 2016 Roger Harrop Associates www.rogerharrop.com
Mexico Columbia Peru Bolivia
Angola, Nigeria Sudan, Senegal
Saudi Iraq UAE
Bulgaria Turkey Iran
India Pakistan
Indonesia, Malaysia Philippines
Korea Thailand
China
Vietnam
Denmark Ireland Australia
Belgium Israel South Africa
UK Sweden Latvia
Finland Estonia Canada Singapore Taiwan
Hong KongJapan
Source: Richard Lewis
Concepts of Truth
PEOPLE
RESPECTTASK
Truth is Negotiable
Truth is Situational
Flexible
Truth is Scientific
Truth is Contextual
Truth is a Dangerous Concept
Italy, Spain Brazil Venezuela
Portugal Greece Chile Algeria
Russia Slovakia Croatia Romania
Holland Austria Czech Norway Slovenia
USA
Germany Switzerland Luxebourg
France Poland Hungary Lithuania
© 2016 Roger Harrop Associates www.rogerharrop.com
Agent
ExclusiveDistributor
Local Sales Operation
Local Operation
Commission only Knows the market
No real commitment No investment No transparancy
Professional Commitment if hungry
Limited investment Frightened
Total control Long term view
Expensive Local management
Local perception CustomisationPROS
CONS
Export Growth
© 2016 Roger Harrop Associates www.rogerharrop.com
Weed & Feed
Share
Train
Visit
Budget
Distributors
© 2016 Roger Harrop Associates www.rogerharrop.com
The Change House
The Contentment RoomSun
Lounge
The Denial Room
Dungeon of Denial
The Confusion Room
Paralysis Pit
Wrong Direction Door
The Renewal Room
© 2016 Roger Harrop Associates www.rogerharrop.com
Do I get in the helicopter often enough?
Disciplines of market leaders - complete the questionnaire
Do we have a sales growth strategy that builds on existing customers first?
Do all our customers know everything we do?
Do we need to look at prices?
Are we targeting growth markets?
Are we clear exactly how we address each stage in the universal buying process?
3 golden rules of marketing
Do our sales people prospect as they should?
Am I enabling my sales team to maximise selling
© 2016 Roger Harrop Associates www.rogerharrop.com
How do I get my sales team into, and
then stay in, the room of renewal?
© 2016 Roger Harrop Associates www.rogerharrop.com
:: BUSINESS EXPERT :: AUTHOR :: INTERNATIONAL SPEAKER
www.rogerharrop.com
© 2016 Roger Harrop Associates www.rogerharrop.com
Download slides here:
http://www.rogerharrop.com/knowledge_zone/members/
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