The Battle of five armies: why we lose Customers

Olena Zanichkovska

Olena Zanichkovska

Business Development Director at Perfectial.

Director of Business Development School at LITS.

Founder of Leeway.

PhD in Management.

Seasoned specialist in IT-industry with more than 10 years of

experience in project, program, account management, as well

as business development.

ex-Head of ELEKS Digital. Trainer. Speaker. Inspirator.

My Story

Kid 1

Kid 2

PhD

Delivery Account Management/ Engagement Business Development

20+ projectsup to 40 people 1 mln.+ contracts Award-winning

Product

If the goal of an effective Sales is revenue generation, than Sales works only if the whole system

works.

How it should work

Marketing Sales Engagement

Delivery

Account Management

How it works in reality

VP’s at meeting with CEO

CEO at meeting with VP’s

Let’s talk about “batons”

Marketing Sales Engagement

Delivery

Account Management

Problem 1. Contradicting KPI’s

Problem 2. Wrong people

Sales People levels of Maturity:

- Indiffirent sales- Aggressive sales- Sales-consultant

- Sales as a Partner

Types of Sales people

Hunter

The Hunter is the person who gets their sales energy off of the

“hunt” for the new opportunity. They are often consultative sales

people who innately find and assess an opportunity (even when

there doesn’t appear to be one) within a prospect, and find a

solution within your offering that meets the specific need. They

are networkers. They are independent. They generate buzz and

excitement. And, they are not always good at follow-through

and focus.

Farmer

The Farmer is the sales person who builds and cultivates

relationships and opportunities, typically within existing

accounts. Farmers are the sales people who turn a customer

from good to great by the nature of their relationship and the

loyalty they gain from their efforts. They nurture. They

collaborate. They are team players. And, they are not always

good at prospecting.

To achieve success you need to combine hunters and farmers in

different roles

Building a strong Sales Team

4 core function of Sales Team

Don’t mix them in the same people!!!

You must specialize your team in order to growth your results!

Use rule 80/20 to understand the time: if your Sales group is spending more than 20% on non-core function

- split it.

Problem 3. Belief in stars

Problem 4. Salary and Bonuses

Sales People should stay hungry

Problem 5. Sales people don’t know your product

Train them

They should be your product’s ambassadors, not enemies!

Problem 5. Sales is an honourable profession

Marketing Sales Engagement

Delivery

Account Management

Problem 1. Wrong expectations and extra promising

Problem 2. Pre-sale engineers, who should be delivery advocates, but in

reality are not

Problem 3. Estimates are done in “dream” developers, and delivery in

real developers

VS

Problem 4. Pre-Sales Team VS Delivery Team

VS

Marketing Sales Engagement

Delivery

Account Management

Problem 1. Scope, time, and budget vs relathionship

Problem 2. Delivery without understanding the business case

Problem 3. Attitude to the Customer

Marketing Sales Engagement

Delivery

Account Management

Feedback

Thanks and questions!

Olena Zanichkovskafacebook.com/zanichkovska