Dr. Andrew G. Cook - Sell. A Story of Transformational Marketing

Getting the job- what you think you know and what you dont know - Raringto go.

The real time confusion, chaos, intensity andurgency of the sales environment - Ill getthis place under control.

Quick fixes based on a lack of understandingactually make things worse - When does a salestart?

The importance of relationship development in theindustrial sales process - Stop thesocializing and get down to work.

Metrics of end results without process step metricswill not improve the outcome - Where are yourreports?

Controlling the environment without an understandingof the critical process steps and whether they are under control is noteffective in improving the outcome - Finally,under control.

Controlling the environment without understandingthe process will cause the unconscious competent to quit - Why did he quit?

Customers change their decision process, in midprocess, it is important to be aware and agile in order to respond - Thats not fair, they changed the process.

The competitor who has discovered the customersbuying process can win before a bid is even issued - They did not even put it out for Bid!

Lack of understanding of the sales process resultsin lack of orders - Weve lost every ordersince I started.

Lack of a closing process, a process for approvals,and a closing leader can result in the loss of an awarded order - The customer terminated?

The top line, sales, is so important to a businesssuccess that the organization will find a way to sell, EVEN if the formal salesfunction is failing - Feeling the heat (endruns, consultants, and creation of shadow groups)

The initial customer and opportunity developmentsteps are critical to creating a stream of bids to propose - What are the opportunities?

Without spending 60% of your time on the initialprocess steps there is nothing to spend the remaining 40% of your time on - The phone isnt ringing!

Industrial customers are real people, not abstractentities, with real concerns, task needs, personal needs, hopes, dreams andproblems - Who are our customers?

How to do a discovery interview, the basis ofindustrial sales relationship development, personality styles in action - A chance meeting on a plane back from the Taylor Account

Identification of a process approach to industrialselling, and a consultative agreement in action - Understanding people

The four steps of tactical selling: relate,discover, advocate and support - How salesteams work

To win it is essential to learn the customersneeds. To do that it is essential to build a relationship of trust andcredibility, then do discovery - How do wemeet their needs?

How to do a discovery interview

The importance of a supportive peer group toreinforce behavior changes in a hostile environment. - There is a process?

The basic selling strategic process steps - I already do it?!

Industrial selling is a team endeavor; there are nolone wolves in consistently high performing sales success stories - What team, I am succeeding on my own!

Processes that create internal dialogue around keyorders improve sales effectiveness. Theimportance of internal visibility

As you move from being an unconscious incompetent toa conscious incompetent, you will lose confidence - have faith - go where thecustomers are. No one ever bought anythingin your office

Outline of the seven strategic sales steps - What were the steps again?

Its not what to do, its why dont we do it? - Do we really do it? Why and why not?

Relationship building in practice.

The first person to convince of the merits ofprocess discipline - is yourself - Two plans? I dont have time.

Developing a process orientation: inputs, outputs,measures - But Sales is not likemanufacturing.

How developing a process orientation really work - Inputs, outputs, and measures

You follow some sales model, consciously orunconsciously - a functional versus a process approach - Process examples - This is all theory; I have to deal with reality!

Positive transformation brings together andenergizes the entire company team - What arethe disconnects? A team meeting

Transformations without a clear end goal can beworse than no transformation at all

How to use future oriented visions to create ashared sense of purpose Pulling the teamtogether

A systematic way to create a vision, defining thecurrent state A shared sense of purpose

A systematic way to create a vision: defining thedesired state, a winning team plan, building a team sense of purpose Whats in it for everyone?

How to put the vision into action. All the customerwants, is what he wants An unexpected success

Be proactive, go and listen to the customer, listento your teams input - It was just a fluke

When you listen, you close - Winning again - We did it!

How to develop sales and marketing skills in yourteams. Developing a Sales & Marketingskillset

Leadership by example - How to transfer the learning

Learning from your students - they know more thanyou might think. The first class and theirplant tour

How to be a coach for salesman - no easy task inindustrial selling - Coaching in action

Demonstrations of pragmatic industrial salesapproaches - Goals, executive summaries, sales force incentives, hiring,organization, audiences, messages, interviewing - It becomes a language

Another approach to developing customer focusedsolutions. A joint design team with thecustomer

Achieving culture change through training - Unexpected changes, awards banquet and metaphors