Sales management. Creating the customer value.

The concept of sales management. A system of view on understanding and defining the essence, content, goals, objectives, criteria, principles and methods of sales management

• Areas of interaction.
• Management: manager, management tools, management object.
• Market structure.
• Creating value in sales. Personalization of value.

Sales cycle and purchase cycle

• Triggers of transitions at stages in the sales cycle. Case discussion: buying solar panels.
• Determining your own sales cycle.

Systematic creative thinking

• Removal of important product components. The path of greatest resistance.
• Division. Changing product components in time or space.
• Reproduction or addition of existing components in the product.
• Combining tasks. Assigning new tasks to an existing product element.
• Dependency on product properties. Create a dependent relationship between a product and its environment.

Funnel planning tool

• Funnel control factors. 
• Analysis of the stages of the sales cycle and the levers of the funnel to achieve sales targets.
• Mathematical modeling of the funnel to achieve the goal. Practical work.

Creating a sales strategy. The process of creating value for the customer.

Mission of the company and the system of sales

• Strategies and the owner’s focus of interest: how does the business owner see the future?
• What are we really selling?

Sales levels

• Stairway of development. Product, partnership, unique competitive advantage..
•  Idea and money. What does the ownership structure demonstrate, and how does it affect the strategy?

Sales strategies

• Strategies built within a company: what are we working for and how do we understand it?
• Strategies we take to the market. Congruence and conflicts between the internal and the market strategies.
• Advantages of combining the short-term and the long-term strategies. Culture of consumption and consumer culture.
• Personalization of value as the basis for strategy in B2C and B2B companies.
• Creation and personalization of value as an alternative for segmentation.
• Strategy of unique competitive advantage.

High-level market strategies

B2B sales

• Customer structure. Creating value in B2B sales.
• Customer planning. Future state, critical success factors, competitive advantages. Customer segmentation.
• Strategy for sustainable long-term relationships.
• Deal. Decision-making chain, winning deal strategy, value for the customer.
• Conscious and unconscious needs. Strategies and tactics for dealing with the need.

Homework that you can perform during the program and present on the last day:

• Identify the sales cycle of your own company
• Identify the current funnel planning tool and model its future state. Make management decisions on how your company will expand or grow in sales to achieve the required state of the funnel.
• Identify the current level of the company's sales and determine the target level. Make management decisions to reach the new level.
• Use SIT tools to modify an existing product/process and come up with new ideas.
• Explain the company's mission through a value proposition, a unique competitive advantage, with the criteria for customer decision-making and managing customer expectations.

During the presentation, the speaker will give his own feedback on the participants' decisions.

Think about the questions:

• What do I do? What do I love? What inspires me?
• What do I want to achieve with this training? What result do I want to get from the program?
• Why does my company exist and what do we sell?

Recommended:

• Listen to podcasts with Volodymyr Orlov (links at the bottom of the page)
• Read the book by Itzhak Adizes "The Ideal Leader. Why it is impossible to become one".