Sales Mapping

1
Sales Mapping
Forum 2002

• Andrew Penny

2
Andrew Penny, BA, MBA, CMC
Canadian Forest Products ABDick Avis Rent A
Car Bell Mobility Telesat Mobile Mitel iSTAR
Internet
Kingsford Consulting Ltd Strategic Marketing
General Business Consulting
Sales Strategy Market Entry Business Planning
3
Traditional Sales Process
4
Approaches to Sales

• Guide to Selling
• The Six Hat Sales Person
• How to Master the Art of Selling
• Relationship Selling
• Situation Selling

• Zero Resistance Selling
• Million Dollar Closing Techniques
• How to Make Hot Sales Calls
• How to Close Every Sale
• 3 Steps to Yes

Chapters Sales Section
5
Marketingandsales
Positioning Target market Segmentation Promotio
n Lead generation Qualifying Presentation Clos
ing
M Marketing
6
Sales and Marketing Silos
President /CEO
M Marketing
VP Ops
VP Finance
7
Sales Simple or Complex

• Simple
• Established category
• Low risk
• Low dollar value
• Minimal competitive advantage
• Low change factor
• Programmed buy
• Impulse buy

• Complex
• New category
• High Risk
• High dollar value
• High competitive advantage
• High change factor
• Immature purchasing process
• Business case purchase

8
Simple Sales Map
Overcoming Objections
Qualifying the Buyer
Sales Follow-up
Closing Skills
Presentation
Prospecting
9
Deal Clinchers?

• Breakfast with Clients top sales Rep
• Meeting with CEO of Clients client
• Meeting with Shipping dock staff
• Meeting with Client CFO
• Phone call from Vendors President

10
Complex Map
11
Why a Sales Map

• Management
• Resources allocation
• Forecasting
• Revenue
• Expenses
• Time
• Motivation
• Performance management

12
Map Content
Qualify Engage Corp Credibility Product
Credibility Create Pull Business
Approval Contract Negotiations Field
Testing Full Approval Follow Through
5 10 20 30 35 50 60 75 85 100
13
Sample Map
14
How to Create a Map

• Attitude adjustment required
• Account Manager navigates
• Manages all company resources according to the
  map to generate revenue

15
How to Create a Map

• Workshop with experienced Sales staff
• What are we doing now?
• What more can we do?
• What else can we do ?
• What is the sequence?
• What is the weighting ?
• How to report ?
• What does it mean ?

16
Reproducing the Mapping Process - a testimonial

• Memory Experts is a Montreal based company that
  designs, manufactures and distributes the Canram
  line of memory and data storage modules.
• Designed for copiers, fax machines, printers and
  computer notebooks
• Clients in North America, Europe and Asia

17
Memory Experts International

• First clients - Office Equipment Dealers in North
  America and Europe
• Added some branch office OEMs - but no head
  office/ design stage customers
• Develop Sales Map
• Opened up 5 head office customers in North
  America and Japan

18
Memory Experts International

• Benefits of Mapping
• Process rather than scatter shot
• Reporting to Sales Manager
• Reporting to Board
• Highlighting what to do next to close the deal
• Motivator for sales and rest of company
• shows real progress

19
Sales Mapping
Forum 2002

• Andrew Penny
• Kingsford Consulting Ltd.