Sales on the Move Niels van der Putten

Sales on the Move Niels van der Putten September 2012

Sales force environment is increasingly complex Our sales forces are faced with an increasing challenging commercial environment with many factors influencing the customer dialogues Products and portfolios become more complex due to complex customer needs One person cannot sell everything and needs to involve experts to get a deal More consultative selling required to become a trusted business partner Companies become more complex and organizational matrices put a strain on the coordination of the sales force effort and customer dialogue Sales needs to align with other departments to provide full service More partners/ alliances are involved in the selling process There is so much data and reports available that they are often ignored This Point of View focuses on how Sales Reps can be supported in bringing the right message with the biggest impact to the market Sales on the Move © 2012 Bearing. Point 2

Sales reps are less customer focused due to internal alignment of the customer dialogue Sales reps are often the primary contact with your customer base and everyone wants a piece of their conversation. Instead of focusing on the customer, the rep is focused internal alignment Sales Manager ‘Your visit frequency is too low. Step up on your visits’ Commercial ‘We found a new segment. Can Analytics you develop it? ’ Marketing Manager ‘You need to get more exposure for this campaign’ Product Managers ‘Tell you customers about this new feature!’ Customer Services ‘Your customer has called a lot with issues lately’. Can you check? ’ Sales Reps ‘Can you fill in for me? I am home sick’ Sales on the Move Customer Sales Rep © 2012 Bearing. Point 3

Reps should be in the field talking to customer with relevant dialogues Sales reps are very capable of steering the dialogue in the direction that yields most results. It is their job. What they need is a way to drive an engaging dialogue that fits the occasion of the customer meeting Campaigns Order intake Quotas Previous visits Issues & questions Product intros Analytics Event invitations Surveys Advice Sales on the Move Contracts © 2012 Bearing. Point Proposals 4

Mobile solutions offer distinctive advantages to make the most of sales forces’ time in the field Easy to use tool supports Sales in their daily work. Interactive, multimedia tooling supports engaging customer dialogues. An enabled, independent sales force needs less steering and control mechanisms to achieve results 1 Actionable Analytics 2 Engaging Interactions 3 Sales Enablement On the road analytics Interactive customer dialogues Visual route & visit planning Driving sales activities Providing focus on optimal results Multi-media marketing collaterals Tailored interactive training modules Trend analysis keeps rep on long term targets Easy product configurators and proposal generators Chat functions for corporate social communities Automatic sales visit admin Easy sharing of documents ‘How can I engage my customer? ’ ‘What should I do? ’ Sales on the Move © 2012 Bearing. Point ‘What can I do more? ’ 5

Scope of key functionality Mobile Sales 1 Actionable Analytics 2 Engaging Interactions Sales Quota Analysis Dialogue Builder Lead Opportunity Management Advice Tool Prospecting Analytics Campaign Management Micro Segment Whitespace Analytics Product Configurator & Proposal Generator Cross-functional Service Sales on the Move © 2012 Bearing. Point 3 Sales Enablement Customer Profiling Contract Management Activity Management Training Collaboration 6

1 Actionable Analytics: Sales force steer themselves to the optimum result While on the move a rep can use easy to interpret analytics to drive his efforts to the optimal result. The analytics provide the tools to help a sales rep to make the right decisions Reports Pipeline Value: “Wow, not good! I need to focus on lead generation quickly! Win/Loss Ratio: “I am winning far more deals than losing and the trend is up!” Reports “Two of my open opportunities have not changed for over a week? !” Sales on the Move “I need to focus more on following up my leads to keep a healthy pipeline” © 2012 Bearing. Point 7

2 Engaging Interactions: Sales force have access to the relevant tools to engage their customer Central coordination can develop flexible, best-of-breed apps/tools of which the rep always has the latest content available. The rep can modularly use these tools to the advantage of each customer visit Central coordination & development Interactive mobile tool(box) Sales selects relevant support Campaigns Proposal configurator Product Introductions Marketing collaterals Customer Surveys Sales on the Move ‘This gives me an easy, interactive and attractive support before, during and after a customer visit!’ © 2012 Bearing. Point 8

3 Sales Enablement: make the most of a day in the field Between visits the rep can make use of the mobile tool to make the most of a day. The easy interaction makes even menial tasks more fun Route & visit planning - EXAMPLES - Training Academy ‘Where are my customers and prospects? What is my optimal route? ’ ‘How can I improve my skills? ’ Customer profiling Flexible out-of-the-box apps Academy ‘Many apps from the app store are easy to use to my advantage ’ ‘What is there to know about my customer? ’ Sales on the Move © 2012 Bearing. Point 9

Key conclusions of using mobile tools Tablets and interactive apps provide a distinct advantage for a sales forces to provide engaging dialogues with their customers Customer messages are centrally prepared and easily distributed to the sales force with quick feedback loops of each follow-up Relevant customer dialogues: Sales rep have powerful tools to add so much more to a customer visit Consistent branding and interactive dialogues through centralized marketing collaterals Via gamification a sales force can be motivated to do menial tasks like customer data updates Flexible CRM App infrastructure; easily updated/changed following market changes and new customer needs Tablets are easy to use on the road with quick access, interface and long battery life Tablets enables a company to provide their sales force with new differentiating, interactive and engaging tools to make a customer visit more relevant Sales on the Move © 2012 Bearing. Point 10

Mobile Sales Round Table Sales on the Move © 2012 Bearing. Point 11

Mobile Sales and industry relevance Industry Relevance Example Companies Insurance Intermediary B 2 B Improved interaction and control with intermediaries: full scope of Mobile Sales functionality is relevant Reaal, ACHMEA, Aegon, NN, ING, Meeus Insurance Intermediary B 2 C Mobile sales can be used by insurance company to provide added value for Intermediaries: almost full scope of functionality is relevant All larger Insurance intermediaries B 2 B Banking SMB Bankers benefit from Analytics, Dialogue builder, Advice tool, Product configurator, Customer Profiling and Contract Mgt All banks Private Banking Main benefit is in Engaging interactions (Dialogue Builder, Advice Tool) and somewhat in Analytics Van Lanschot, Deutsche Bank Electronics & High Tech Full scope of Mobile Sales functionality is relevant: specifically product Siemens, Philips, Cisco, ASML, FEI configurator Company Telecom B 2 B Mainly for SMB: full scope of Mobile Sales functionality is relevant, for KPN, UPC, Belgacom, Telenet, LE relevance for Engaging interactions ZIGGO, Vodafone FMCG Food & beverage Full scope of Mobile Sales functionality is relevant © 2012 Bearing. Point Heineken, Friesland Campina, Refresco, Nestle, Douwe Egberts, 12

Mobile Sales and industry relevance Industry Life & material sciences Relevance Full scope of Mobile Sales functionality is relevant: specifically Analytics, Dialogue Builder, Advice Tool, Product Info, Campaigns, Activity Management Example Companies Novartis, DSM, GSK, Chemicals Full scope of Mobile Sales functionality is relevant: specifically Analytics, Dialogue Builder, Advice Tool, Product Info, Campaigns, Activity Management Bayer, BASF, Celanese, Ciba, Degussa, Akzo. Nobel Utilities Main relevance for Engaging Interactions NUON, Delta, Essent Industry & Manufacturing Full scope of Mobile Sales functionality is relevant: specifically Analytics, Dialogue Builder, Advice Tool, Product Info and Proposal Generator, Activity and Contract Management Corus, CRH Food industry Full scope of Mobile Sales functionality is relevant: specifically Analytics, Dialogue Builder, Advice Tool, Product Info and Proposal Generator, Activity and Contract Management Numico, Refresco Automotive Main relevance for Engaging Interactions PON, Kroymans, OEMs: Louwman & Parquis, Peugot, © 2012 Bearing. Point 13

Proposed Agenda for Round Table TIME TOPIC Lead OBJECTIVES TBD 1. Introduction/ Welcome BE Objectives, rationale, participants TBD 2. The world of Apple TBD: the world of Apple and relation with Sales. E. g. case study of Apple devices and technology in sales execution TBD 3. Mobile Sales Business Transformations BE World of mobile sales: BE Vision Mobile sales organizational transformation 4. Mobile Sales Technical Implementations Xaton TBD Mobile Sales: Technical implications Mobile Sales APPS: trends, opportunities and challenges © 2012 Bearing. Point 14

To get there. . . …Together. Sales on the Move © 2012 Bearing. Point 15