P SYC H O LO GY O F C O N S U LTAT I V E S E L L I N G TO G A I N A N D R E TA I N C U S TO M E R S ICCA UK & Ireland Chapter Summer Debate 27-28 June 2013 ICC, Birmingham, UK
SALES IS ABOUT NEURONS
SALES IS ABOUT NEURONS 1 Neopallium = Neocortex Memory Interpretation Languages and Speaking Decisions Senses Rational 2 Paleopallium = Limbic System Social connection Angriness Sadness Happiness Love Jalousie 3 Archipallium = Reptile brain Body temperature Breathing Hungry/Thirsty Hearth Rhythm Hormone Control Fear and Fighting
SALES IS ABOUT NEURONS Understanding.. Buying Processes Sales Processes Sales Tools Sales Techniques
SALES IS ABOUT NEURONS Show the path to Surivival Hesitation, delaying, pretending. Logic Argumentation YOU SELL WITH ALL 3 BRAIN PARTS!!!
SALES IS ABOUT NEURONS Whew! That was close! We almost decided something!
DEALING WITH SCIENTISTS Prof. Richard Smalley Nobel Laureate in Chemistry, 1995
DEALING WITH SCIENTISTS 0, 000 001 km 0,00000006 miles 380.000 km 239.000 miles
DEALING WITH SCIENTISTS 0, 000 001 km 0,00000006 miles 0, 000 000 000 000 000 001 km 0,000 000 000 000 000 0006 miles 380.000 km 239.000 miles 1 140 000 000 000 000 000 km 71 0 000 000 000 000 000 miles
DEALING WITH SCIENTISTS 2 500 y b.c. 1 300 000 000 seconds 0,01 second
DEALING WITH SCIENTISTS 2 500 y b.c. 1 300 000 000 seconds 3. 800 000 y b.c. 2. 000 000 000 000 seconds 0,01 second 0,000 000 000 000 000 001 second
DEALING WITH SCIENTISTS Hiring a good congress organiser is a science Hiring good scientists not necessarily results in a good congress Prof. Dr. Vaclav Paces Molecular Scientist
WHAT SALES APPROACH WORKS
BUT SELLING APPROACH HAS BEEN CHANGING Standard features Price Reliability COMMODITY SELLING
BUT SELLING APPROACH HAS BEEN CHANGING VALUE SELLING Needs and issues identifications Selling the benefits! Protection against cheap competition Build loyalty
BUT SELLING APPROACH HAS BEEN CHANGING Increase association own competitive strenghts and operation efficiency CONSULTATIVE SELLING = Question-based Selling BUT. Its not a technique it s a philosophy Believe in the value of the person in front of you and doing whatever it takes to connect with that person
BUT SELLING APPROACH HAS BEEN CHANGING Perception of moving on too fast, going too far, getting too pushy. CONSULTATIVE SELLING RISKS?
BUT SELLING APPROACH HAS BEEN CHANGING Perception of moving on too fast, going too far, getting too pushy. CONSULTATIVE SELLING RISKS? Stop listening to long answers
BUT SELLING APPROACH HAS BEEN CHANGING Perception of moving on too fast, going too far, getting too pushy. CONSULTATIVE SELLING RISKS? Stop listening to long answers Different response as expected may force you to reformulate recommendations
BUT SELLING APPROACH HAS BEEN CHANGING Perception of moving on too fast, going too far, getting too pushy. CONSULTATIVE SELLING RISKS REDUCTION Learn about personalities, underlying values, interests, communication style. Communicate the right information what drives the decision
BUT SELLING APPROACH HAS BEEN CHANGING Stop listening to long answers CONSULTATIVE SELLING RISKS REDUCTION You moved your focus from the client to yourself! Your eyes moved and defocused You cannot not communicate
BUT SELLING APPROACH HAS BEEN CHANGING Different response as expected may force you to reformulate recommendations CONSULTATIVE SELLING RISKS REDUCTION Self-determined client, doesn t care about your recommendations! Learn how to read the person
BUT SELLING APPROACH HAS BEEN CHANGING Supplier is virtually part of the customer s organisation = OUTSOURCING COOPERATIVE SELLING NOT written down in dept understanding Supplier acts as advisor for organisational development far beyond financial outcomes Needs 1-3 years time to develop
IMPACT OF MARKET DYNAMICS ON SALES FOCUS
IMPACT OF MARKET DYNAMICS ON SALES FOCUS Infrastructure Technology Contents Optimized Convention Design X X X Measurable Value of Participation X X Venue Sustainability Analysis X X Reduced Value of Global Events X Live Education Focus, but X X More focus on Young Professionals X Increased focus on Compliance X X Attendee Technology Training X Scientific Discoveries and Advancements X X Public Outreach X
IMPACT OF MARKET DYNAMICS ON SALES FOCUS HOME CORE CONGRESS NATIONAL SEATS INSTITUTES
IMPACT OF MARKET DYNAMICS ON SALES FOCUS HOME SIMULTANE OUS EVENT CORE CONGRESS NATIONAL SEATS INSTITUTES
BEST LANGUAGE TO AVOID NO
BEST LANGUAGE TO AVOID NO 1 CALL HIGH Start discovering Good contact Invest only once ID Purchasing Committee 2 BE CREDIBLE Show your market expertise (Eventually as Consultative Committee), team coherence, measurable value, accountability and recognition 3 GAIN INFORMATION ACCESS Connect with core values and emotions, not with the intellect Even the perfect logical case remains with the Q: OK, but why with you?
BEST LANGUAGE TO AVOID NO 4 AVOID IMMEDIATE PRICE DISCUSSIONS Understand evaluation process and assure value is sold first 5 CLOSING BUSINESS SELLING TODAY Don t want them to buy instantly!
BEST LANGUAGE TO AVOID NO We ve talked several times over the past few years And I think We re ready to make a decision
BEST LANGUAGE TO AVOID NO 6 CONFUSE Move a negative position into confusion on what to do next
CASE 1 STUDY
CASE STUDY 1 Organisation: I-BFM SG Event: Intl. BFM Study Group Annual Meeting Place: Kiel, Germany Period: April 27-29, 2016 Nr Delegates: 500 Nr Exhibitors: 0 Nr Sessions: 18 Candidacy: corepco Sales process: 4 months
CASE STUDY 1 Intention to discuss 2014 in Prague, as 2013 we plan to do it ourself in Kiel Passing along Meeting in Hamburg What is your Commercial interest? Brand consistency / Logo Prof. Dr. Martin Schrappe Chairman I-BFM Study Group Industry Support as no Exhibitors Allowed? Accessibility Kiel?
CASE STUDY 1 Prof. Dr. Martin Schrappe Chairman I-BFM Study Group Prof. Dr. Jan Stary Host I-BFM SG Meeting 2014 Agreement to organise joint I-BFM SG / International Childhood Leukemia Symposium
CASE 2 STUDY
CASE STUDY 2 Organisation: EAPA and Eurobitume Event: 6 th Eurasphalt and Eurobitume Congress Place: Prague, Czech Republic Period: June 1-3, 2016 Nr Delegates: 1000 Nr Exhibitors: 90 Nr Sessions: 32 Candidacy: PCO Sales process: > 12 years
CASE STUDY 2 2000 First site inspection to Prague... In view of 2008 2002 Candidacy lost to Copenhagen 2003 Announcement Refurbishment / Extention Exhibition Area 2005 Candidacy via Czech Road Contracting Association for 2012 2006 Candidacy lost to Istanbul (Promises 200 del; 20 local sponsors) 2008 New Argumentations (new Road Infrastructure; Galileo; EU SF ) 2009 In Brussels, Figur recommended as PCO for Istanbul to Exec. Dir. EB 2010 Site inspections 2016: Dresden, Leipzig, Cracow, Prague
CASE STUDY 2 2011 Prague decided for 2016!!! BUT Mrs. Gulaj Malkoc becomes EAPA Official 2012 Figur shares successful outcome of the Congress in Istanbul Steering Committee decided to continue cooperation with Figur, however, has still to be approved by the Board
CASE STUDY 2 WHAT NOW?
CASE STUDY 2 WHAT NOW? 1 WE SHOULD GET A CHANCE TOO Based on long history of the E&E File References of European deliveries sent (!) 2 APPOINTMENT WITH NEW EUROBITUME EXEC DIRECTOR IN BRUSSELS At Eurobitume offices in Brussels History and engagement communicated in person
CASE STUDY 2 WHAT NOW RESULT 1 CALL FOR PROPOSAL ADDRESSED TO 5 PCO s : AIM Group C-IN Figur Guarant International Liberty 2 FINAL REVIEW MEETINGS END OF MAY IN PRAGUE
CASE STUDY 2 WHAT NOW RESULT + As DMC for Figur in Prague
CASE 3 STUDY
CASE STUDY 3 Organisation: Aerospace and Defence Industry Association of Europe Event: ASD Annual Convention Place: Prague, Czech Republic Period: April 23-25, 2014 Nr Delegates: 1000 Nr Exhibitors: 30 Nr Sessions: > 40 Candidacy: corepco Sales process: 2 years
CASE STUDY 3 TURNING A SOCIAL HAPPENING INTO A CONTENT BASED CONVENTION
CASE STUDY 3 FINANCING SITUATION TILL LISBON 2012 AND WITH NO APPROVAL FOR CHANGES Source Local host Committee and Country ASD Council members (> 20 Key Industry Leaders) ASD Corporate Members Non-European Companies Registration Fee Non-ASD Members Registration Fee ASD Members EU Grant Support Associated Business (Accenture + Council core vendors) Y/N Y N N N N N N Y
CASE STUDY 3 WHAT NOW?
CASE STUDY 3 WHAT NOW? 1 REFER TO ECONOMIC MODELS OF GLOBAL AEROSPACE EVENTS List of 10 Events (Congresses / Trade Fairs? Airshows) 2 DOCUMENT FLOW OF SPONSORSHIP MONEY Profit made on the convention will be used to finance Association operations 3 RECOMMENDATION REPORT ON THE CONVENTION MODEL 2014 2020 Include Young Professional s Forum Focus on Science and Technology instead of Regulations and Policies Nominate Convention Committee and Programme Committee Introduce Call for Proposals Include financing projection 2014-2020
CASE STUDY 3 WHAT NOW RESULT RECOMMENDATION REPORT APPROVED CONVENTION RELOCATED FROM 23-25 OCT 2013 TO 23-25 APRIL 2014
CASE STUDY 3 WHAT NOW RESULT FINANCING SITUATION AS OF PRAGUE 2014 Source Local host Committee and Country ASD Council members (> 20 Key Industry Leaders) ASD Corporate Members Non-European Companies Registration Fee Non-ASD Members Registration Fee ASD Members EU Grant Support Associated Business (Accenture + Council core vendors) Y/N Y N N N Y Y N Y
T H E I N I T I A L ANSWER T H E R E A S O N BEHIND T H E I N I T I A L ANSWER
THANKS FOR THE EXPERIENCE!