case study: the integrated sales model · 2020. 7. 22. · 6 v dad, tom, uncle, cousin,...
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February 2019
Case Study: The Integrated Sales ModelKirk Zehnder, CEO Earnest Machine
2
The Company
v Founded in 1948
v Importer & Manufacturer
v Sell through Distribution
v Industrial Fasteners
v High Strength, High Quality
v US & Europe
3
Three Generations
Traditional Company
4
Traditional Sales Strategy
6
v Dad, Tom, Uncle, Cousin, Step-Brother, Mev Wholesale Distributor AND a VMI Supplierv One Official Headquarters – One Renegade Headquartersv Brand Deteriorationv Cultural Degradationv Family Disintegration
2003 Restructure
7
v IT Systemsv Distribution Centersv Officev Peoplev Culturev Structure
Changes 2008 - 2018
8
0
1
2
3
4
5
6
7
8
9
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Changes to Sales 2008 - 2017
Energy Expended
Results
9
End of 2017
What you have to do and the way you have to do it is incredibly simple. Whether you are willing to do it is another matter. – Peter Drucker
10
What it was like.
Outside Sales
Outside Sales
Outside Sales
Sales Manager
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Inbound CallsOutbound Calls
Emails (Orders, RFQs)EDI ProcessingService Issues
Quoting SpecialsReturns
Lead ManagementAccount Data Updates
Web Store Holds
Sales Activity
Managing Inquiry FolderCRM Task ManagementCustomer VisitsContract Pricing Set-upPartially Shipped ReportProcessing MTRsCross Ref Customer PartsPhone Tree CoverageBlanket OrdersNew Account Processing
SELLING?
Too Busy
We’re Down One
The System Won’t Let Us
The Phones
The Fax Folder
DC Made a Mess
Purchasing is Slow
Mother Issues
Capacity Limitations
Don’t like selling.
Customers already know what we sell.
No stock. Sorry.
We can’t be competitive.
Not comfortable doing something new.
People don’t want to be bothered.
Large quotes are too difficult to process.
Skill Limitations
“You guys are great.”“Always answer the phone.”
“Sales people know their stuff.”“Great service and delivery.”
”You have the hard to find parts.”“Great service.”
Customer Perspective
2018 Sales Mission
“THE RIGHT PEOPLE DOING THE RIGHT THINGS, TO CONNECT WITH OUR CUSTOMERS, MAXIMIZE OPPORTUNITIES, AND CREATE THE BEST CUSTOMER EXPERIENCE POSSIBLE.”
SALES MISSION
April ‘18 – One Day Test
CallsQuotesOrdersEmails
EDI ProcessingRMAs
Customer Issues
Group OneCallsAccount Specific Emails
Group 2Everything ElseNo Calls In
18
“Not a good day to test because it was really slow today.”
“It wasn’t bad but it wasn’t busy.”
“I loved it. Time to talk with customers. Feel bad for Lori and Angela.”
Anticipation, Perception, Data
Average Orders:145Test Day: 169
19
Culture Improvement
20
Sales GPS 2018 June - Denver
2018 Sales Mission
“THE RIGHT PEOPLE DOING THE RIGHT THINGS, TO CONNECT WITH OUR CUSTOMERS, MAXIMIZE OPPORTUNITIES, AND CREATE THE BEST CUSTOMER EXPERIENCE POSSIBLE.”
SALES MISSION
22
What it was like.
Outside Sales
Outside Sales
Outside Sales
Sales Manager
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Inbound CallsOutbound Calls
Emails (Orders, RFQs)EDI ProcessingService Issues
Quoting SpecialsReturns
Lead ManagementAccount Data Updates
Web Store Holds
Sales Activity
Managing Inquiry FolderCRM Task ManagementCustomer VisitsContract Pricing Set-upPartially Shipped ReportProcessing MTRsCross Ref Customer PartsPhone Tree CoverageBlanket OrdersNew Account Processing
SELLING?
24
Convergence
+ The Integrated Sales TeamDecile Account Analysis
’17 Decile Account Analysis
Decile Accounts Contacts $ Orders Share # Orders % Orders Avg.
1 288 10,043 $12,455,136 80.69% 28,675 64.1% $43,247
2 288 1,830 $1,357,706 8.80% 5,849 13.1% $4,714
3 288 1,122 $674,877 4.37% 3,396 7.6% $2,343
4 288 1,024 $398,465 2.58% 2,111 4.7% $1,384
5 288 918 $237,972 1.54% 1,524 3.4% $826
6 288 856 $141,971 0.92% 1,112 2.5% $493
7 288 566 $84,963 0.55% 758 1.7% $295
8 288 542 $49,549 0.32% 595 1.3% $172
9 288 495 $24,736 0.16% 423 0.9% $86
10 288 471 $9,493 0.06% 296 0.7% $33
17,867 $15,434,868 44,739
26
What it was like.
Outside Sales
Outside Sales
Outside Sales
Sales Manager
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Inside Sales
Creating an Integrated Sales Team
Sales
Sales
Sales
Service
Service
Service
Support
Support
SupportTeam One
Team Two
Team Three
100 Accountsper Team
Creating an Integrated Sales Team
Sales
Service
Support
• Experts at Task Management• Ability to Triage Customer Needs• Executes Efficient and Organized
Processes• Highly Accurate
• Extroverted and Curious• Great Conversation and Listening Skills• Comfortable with Asking Questions• Works Well with Others
• Great Communication and People Skills
• High Emotional Intelligence & Empathy
• Comfortable with Uncertainty• Tenacious
• Quickly access and deliver data as requested• Accurately process quotes and orders• Manage and prioritize inbound activity • Assist with data for large opportunities• Manage data in systems
• Service inbound call activity and direct calls• Execute customer outreach programs• Engage with customers to discover opportunities• Develop customer relationships• Assist with large opportunities
• Mine existing data for untapped opportunities• Explore markets for new opportunities• Develop customer relationships• Uncover customer pain• Convert large opportunity RFQs
Characteristics Role
Sales Teams
Team Hi-Tensile Team Shaker Team Galvanized
Team Us
30
$-
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
1 2 3 4 5 6 7 8 9 10 11 12
Daily Average Sales by Source
CRM EDI WEB
Impact
Q1 Daily Averagevs.
Q4 Daily Average
28.4%
31
Tiny Pulse – 2018 Results
Team Us
January ‘18 vs.’19 29%
Friday 4:00 Socials
Let’s Connect
www.earnestmachine.com
216 / 233 - 0033
kpz@earnestmachine.com
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