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.
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
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.
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
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
Problem 4. Pre-Sales Team VS Delivery Team
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