sellng skills for edos

55thth Annual Investment Annual Investment Promotion MasterclassPromotion Masterclass

Advanced Selling Skills for IPAs

Derek Perkins Perkins Associates

27-Jun-02© DP International

Consulting

Current Market Context:Current Market Context:CompetitionCompetition

Current Market Context:Current Market Context:TechnologyTechnology

IPA Best Practice: EDBIPA Best Practice: EDB

Reinventing organization

Manufacturing 10% of GDP by 2010

GDP per capita = USA by 2030

Selling Issues - IPAsSelling Issues - IPAs

Preparation

Formal sales process

Hidden agendas

Prospect’s activities & your benefits

Selling Issues - IPAsSelling Issues - IPAs

Clear definitions

Silo behaviour

Internet

27-Jun-02© DP International

Consulting

27-Jun-02© DP International

Consulting

Selling Issues - ProspectsSelling Issues - Prospects

Control

Partners

Costs

(Source: Harvard Business Review – David Arnold)

Selling Issues – Different Selling Issues – Different ViewsViews

IPAs Grants Land/property Workforce Communications Universities

PROSPECTS Revenue growth Profits Partners Customers Technical skills Personal career

development

Core Skills NeededCore Skills Needed

Selling

Consulting

Project Management– Internal– External– Client

Profiling & Targeting Your Profiling & Targeting Your ProspectProspect

COMPANY– Turnover– Cluster/skills/

technology– Market share– Profitability– Growth

Profiling & Targeting Your Profiling & Targeting Your ProspectProspect

PEOPLE– Senior executives– Responsibilities– Reporting lines– Goals (business &

career)– Influencers,

champions, decision makers

Profiling & Targeting Your Profiling & Targeting Your ProspectProspect

ORGANIZATION– Business units

involved– Relationships

FINANCIAL– Budgets:

Responsibility Where held Authority

Analysing Your Prospects Analysing Your Prospects NeedsNeeds

UNDERSTAND BUSINESS NEEDS BY PROBING:– Overseas activities– Customers– Third parties used– Evaluation &

decision processes

Analysing Your Prospects Analysing Your Prospects NeedsNeeds

UNDERSTAND BUSINESS NEEDS BY PROBING:– Major priorities &

timeframe– Benchmarks for success– How executives are

evaluated– Budgeting cycle – IS THE PROJECT

APPROVED & A PRIORITY FOR PROSPECT?

Sales Channels:Sales Channels:Trade Shows & MissionsTrade Shows & Missions

Probably most common vehicle for market entry

Possibly least effective (if not done properly):

– 80% firms – no participation without subsidy

– 60% failed to follow up leads

– 50% neutral/negative on results

Sales Channels:Sales Channels:Trade Shows & MissionsTrade Shows & Missions

PRE-TRIP:

– Research prospects

– Pre-arrange meetings

– Send target companies information

Sales Channels:Sales Channels:Trade Shows & MissionsTrade Shows & Missions

DURING EVENTS:– Capture enquiries &

leads– Enter into database

NOW!– Use literature

sparingly– Ask open-ended

questions– SELL!

Trade Shows & Missions:Trade Shows & Missions:Follow UpFollow Up

Immediately after show

2 weeks after show

3 months after show6 months after show

1 year after show 18 months after show

2 years after show

Selling To Senior Selling To Senior ExecutivesExecutives

Address client’s business needs

Promote your region’s strengths that address those needs

Know your competitors, their strengths & weaknesses

Selling To Senior Selling To Senior ExecutivesExecutives

What helps them

What helps their company

What adds value

Selling To Senior Selling To Senior ExecutivesExecutives

EXAMPLES OF TANGIBLE BENEFITS:– Measurable

increases in revenues

– Greater market share

– Reduced time to market

– Reduced cost of sales

Selling To Senior Selling To Senior ExecutivesExecutives

EXAMPLES OF INTANGIBLE BENEFITS:– Reduced risk or

worry– Ability to set new

trends– Improved

employee morale– Appreciation of

human capital/asset

Compelling ProposalsCompelling Proposals

Executive Summary

Need/problem Benefits of

solution Solution Delivery Conclusions

Compelling ProposalsCompelling Proposals

• GRADING PROPOSALS:

-A: Letter & brochure (24 hours)

-B: Brief formal

-C: Formal

Compelling ProposalsCompelling Proposals

Plain English

“Fax Transmission Network Access Cost OptimizationProposal”

“Reducing The Cost Of Accessing The Network For Fax Transmissions”

Compelling ProposalsCompelling Proposals

Plain English

No jargon

Explain acronyms

Glossary

55thth Annual Investment Annual Investment Promotion MasterclassPromotion Masterclass

Advanced Selling Skills for IPAs

Derek Perkins Perkins Associates