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Sales Enablement

Presentation

Identifying the Eagle Within Each

Of Us Through A Familiar

Approach David Zahn

ZAHN Consulting, LLC

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Agenda

• Why We Are Here

• What Needs To Be Done

• How To Do It

• ZAHN Consulting, LLC

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WHY WE ARE HERE

What Happened?

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Pause For Cause

• 80/20 83/17

• Yet, we have: – Better training

– Improved tools and resources

– Focus on compensation and incentives

– But we are getting worse!

• Why? What prevents the company from having even better success?

• How do you reinforce those efforts?

• How do you “institutionalize” successes?

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“Classic” Organizational

Hurdles

No time nor budget to develop skills – need people to be productive!

Training viewed as “X” day(s) program (and done).

Skills are not reinforced “on the job” (and thus are extinguished).

Management does not embrace/coach/ monitor/enforce/ counsel based on trained concepts.

Performance rarely changes dramatically.

Varying levels of competence (and selection of trainees and training initiatives frequently fails to account for differences).

Needs are “assumed,” not known.

Pragmatic Concerns

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“Classic” Organizational

Hurdles (Continued)

Increased pressure to reduce time away from field.

Unsure of how to justify training expense (but want to ensure “value-received”).

Shifting responsibilities (cross-functional/business management/ financial/etc.).

Greater embedded base of technology users (laptops, software applications, etc.) and ever increasing complexity of applications.

Pragmatic Concerns

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But Here Is The Biggest Issue

• We are focused on the WRONG things –

but do them better and better!

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Not Always Sane In The Brain

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Reptilian Brain – Fight or Flight

Limbic System – Emotions

NeoCortex – Thoughts and logic

Thalamus – Gateway to other parts of brain

Amygdala – Regulates emotions and memories

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So What Do We Do?

• We train our sales force to:

– Penetrate accounts

– Uncover Pain/Opportunities

– Use more facts and logic

• We believe we should:

– Know more than our customers

– Demonstrate strength and cover-up weakness

– Control the sales call

– Follow a scripted process

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Reap What We Sow

• Who would react well to being probed?

• How would you respond if about to be

interrogated?

• When someone offers “factual” or “logical

proof”, wouldn’t we look to challenge or

refute?

• Don’t you wonder how anyone can really

be that smart?

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WHAT NEEDS TO BE DONE

Do different things to get different results

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Back To The Future

• What is a key role of the Sales Person –

manage relationships!

– Do we interrogate people we want to form

relationships with?

– Do we refuse to show our “humanness” to

them?

– Do we act as if we know it all?

• A story as old as time…

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Have We Forgotten…

• The importance of Trust

– Caring

– Communication

– Competence

– Character

– Commitment

– Clarity

• Removing barriers

• ES = RS * CS

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Stop, Continue and Start

• Filling out templates

• Focusing on seller

needs

• Leading with

data/facts/science/

features/

• Being overly logical

• Understanding my

business

• Helping buyer solve

issues

• Appreciating how

decisions are reached

• Following the sales

cycle (but differently)

• Speak WITH me, not

TO me

• Listening to me

• Share seller mistakes

• Tell me the story

(Harvard uses

business cases to

teach concepts)

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HOW TO DO IT

The importance of connection

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The Steps

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Power of Story

• Once upon a time…

• Caveman drawings

• Music

• Art

• Novels

• Movies

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Steps of the Story

• The Goal

• The Setting

• The Conflict

• The Crossroad

• The Outcome

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Vulnerability

• How do you react when someone is smug,

a know-it-all, and seems too perfect?

• How do you react when someone is

imperfect, hurt, or shows “fallibilities?”

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Aligning Buy Cycle with

Selling Activities

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Time

Level of B

uyer

Inte

rest

Risk

Solution

Cost

Needs

Phase 1 Needs

Phase 2 Details

Phase 3 Consequence

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Alignment Between Cycles

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Buy Cycle

• Curious

• Needs

• Idea Generation

• Solution

• Value

• Implement

• Decision

• Integration

Sell Cycle

• Story on Curious

• Story on Need Development

• Story on Brainstorming

• Story on Solution Creation

• Story on ROI or Evaluation

• Story on Execution

• Story on Determination

• Story on Actions

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Discussion

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ZAHN Consulting, LLC

Management Process Analysis

l Skill Analysis

- Interviews

- Internal Surveys

l Identify Needs

Strategic Direction

l Identify Corporate

Objectives

l Training Approach

l Sales Strategy

Curriculum Design

l Prioritize Needs

l Multi-level

l Multi-year

Evaluation

l Behavioral

Impact

l Identify Next

Steps

Product Design

l Objective

l Program Format

l Concepts

Follow-Up &

Reinforcement

l Management Tools

l Job Aids

l Verify Usage

Product Development

l Content Development

l Content Review

l Pilot

Product Implementation

l Product Scheduling

l Product Execution

1.

4.

3. 2.

6.

5.

8.

7.

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Who is ZAHN Consulting, LLC • David Zahn

– Instructional Designer

– 20 years corporate and consulting experience (Symbol Technologies, IRI/Neo, Inc., and now ZAHN Consulting, LLC.)

– Published author of two books (“How To Succeed As An Independent Consultant” and “The Quintessential Guide To Using Consultants”), weekly columnist for Connecticut Post and frequent contributor to trade publications and e-zines (T&D, Grocery Headquarters, Brandweek, Airline Revenue News, Kenosia Report, IRI Publications, http://blog.ctnews.com/zahn/, www.businessweek.com, www.entrepreneur.com, www.retailwire.com, www.morningnewsbeat.com) and many others

– Interviewed on many business radio shows addressing CPG issues, Consulting Skills, and Entrepreneurship

– Co-moderator of Category Management Share Group

– Adjunct faculty member at University of New Haven

• ZAHN Consulting, LLC Consultants – ZAHN Consulting, LLC maintains relationships with specialists

in Brand Marketing, Retailing, Information Systems, Sales, Operations and other functional areas.

– Consultants have a combined 110 years of industry experience across multiple channels, manufacturers, categories and initiatives.

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Consulting Experience • ZAHN Consulting, LLC has experience in meeting the following

needs for clients: – Employee Development/Training – Workshop360SM

http://www.zahnconsulting.com/workshop.htm

• Needs Assessment

• Sales Skills

• Analytic Skills

• Financial Skills

• Management Skills

• Software Application Skills

– Strategic Planning • Shopper Marketing

• Business Planning

• Brand/Product Management Plans

– Research • Surveys

• “Best in Class” Differentiators

– International and Domestic Assignments for multi-national companies. ZAHN Consulting, LLC helps companies maximize their results by extending

beyond employee knowledge to improved performance.

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• David Zahn is the developer and facilitator for conducting all Apollo Designer

Workstation optimization workshops as part of Aldata Apollo curriculum

We have collaborated with many of the “tool” providers driving

innovation within the industry to complement our expertise

• Primary source for client training (Data Detective, Category Management, and other

programs)

• Frequently asked to contribute to strategy sessions for new product training, curriculum

development, and training delivery options.

• Combines ZAHN Consulting, LLC’s extensive category management training

expertise with Interactive Edge’s decision support tools to enable Retailers/Mfrs. to

identify opportunities through analysis of price, promotion, assortment, demographic,

clusters, shopper segments, and store specific data variables.

• As many clients have begun to use data to drive more deeply into the purchase

habits of shoppers, our projects have often included the use of and interpretation of

Catalina Marketing data.

• Currently working on a webinar series with Cosmic Solutions to address the needs

of analysts, sales people, brand managers, and others with a need to quickly

assess performance and develop action-oriented insights to build business.

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Our client experience includes national

and multinational CPG manufacturers

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Recent Issues We Have Helped

Resolve • Salespeople miss the “needs” of the buyer/others within

the retailer

• Presentations are too diffuse/not focused; don’t provide

ideas to differentiate against competition

• Lack of awareness of Retailer’s metrics or objectives

• No acknowledgement of RETAILER’s competition, just

other brands

• Salespeople are “parroting” what HQ Marketing or others

provided – but do not understand their own presentation

• Very tactical – no unifying strategy

• What about the SHOPPER!

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Creating the Vision

• Recognizing WHO is to do the task

• Identifying the WHAT people are to do

• Designing the HOW they are to do it

• Determining the WHEN they are to do it

• Explaining the WHY it needs to be done

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For Additional Information

• ZAHN Consulting, LLC can be reached at 203.269.9290 or at www.zahnconsulting.com to discuss your training or other consulting needs