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How to Be Successful at Selling Nothing But Be a Marketing Success

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Title: How to Be Successful at Selling Nothing But Be a Marketing Success


1
How to Be Successful at Selling Nothing But Be
a Marketing Success!
  • Scott W. Sommer, PE, CAP
  • Automation Technology Manager
  • Jacobs Engineering Group

2
Session Objectives
Learn about a market segment that many automation
suppliers and vendors underserve.
Learn why Architectural Engineering (AE) firms
and other non-end-users may be vital to your
companys success.
Understand how marketing to AEs can yield
long-term benefits other than a Purchase Order.
Understand the AE firms business and why
traditional sales and marketing methods will fail.
3
Marketing Defined
"Marketing is the process of planning and
executing the conception, pricing, promotion, and
distribution of ideas, goods, services,
organizations, and events to create and maintain
relationships that will satisfy individual and
organizational objectives." - Contemporary
Marketing Wired (1998) by Boone and Kurtz. Dryden
Press.
"Marketing is a social and managerial process by
which individuals and groups obtain what they
need and want through creating, offering and
exchanging products of value with others" -
Philip Kotler, Marketing Management", 7th
edition, USA, 1991
4
Sales Defined
An agreement by which one of the contracting
parties, called the seller, gives a thing and
passes the title to it, in exchange for a certain
price in current money, to the other party, who
is called the buyer or purchaser, who, on his
part, agrees to pay such price. - Lectric Law
Library Lexicon
The exchange of goods or services for an amount
of money or its equivalent the act of selling.
The exchange of goods or services for an amount
of money or its equivalent the act of
selling. - World Dictionary
5
Marketing Sales in Automation
PRODUCTS
MARKETING

CUSTOMER

DEMAND

ALE!
6
The Myopic View
Sensors
Boardroom
Valves
I/O
Maint.
AE
Software
Factories
Corporate Eng.
Transmitters
HMI
Refineries
Controllers
7
The AE Firm
WHO WE ARE
The AE Firm is a collection of
vendor-independent engineers and other
professionals who sell only their services to
clients who hire their expertise to design,
specify, construct, and make operational a
physical plant.
As a general rule, AE firms are not impressed by
mass marketing nor tolerant of hard-pressured
sales tactics. AE engineers respond positively,
however, to useful and accurate information,
access to vendors engineering data, and pastry.
8
A Little Math
Just for JE Projects
8 Billion TIC
X 3 of TIC for Automation
240 Million
This represents a true opportunity!
but how do you cash in?
9
Understanding the Flow
Preferred Vendors List
Engineering Documents
CLIENT
Procurement Strategy
Standards
CLIENT
CLIENT
Bid Phase
CLIENT
Specification
CLIENT
Purchase
10
Show Me the Opportunity
So, if you were assigned to sell only to
non-end-user firms, like AEs, you would
probably feel that you are
ed
11
Show Me the Opportunity
But Wait!
Dont SELL to these firms! MARKET to them!
Why? Because
You can be successful at SELLING nothing and
still be a MARKETING success!
12
A Quick Review!
MARKETING
"Marketing is the process of planning and
executing and events to create and maintain
relationships that will satisfy individual and
organizational objectives."
to create and maintain relationships
SALES
An agreement by which one of the contracting
parties, called the seller, gives a thing and
passes the title to it, in exchange for a certain
price in current money
13
Relationships in Practice
  • Jacobs Core Values
  • 1.We are a relationship-based company.
  • We focus on forging strong, long-term
    relationships with our clients, as we consider
    sound client relationships the most important
    contributor to our success. We cement these
    relationships by providing superior customer
    value and by continuously improving our
    performance.

14
You are probably asking
  • SO HOW DO I BUILD THESE RELATIONSHIPS WITH
    NON-END USER COMPANIES?

15
Change Your Focus!
XXXX
What are you considering buying today?
How may I help you focus on your customers needs
today?
16
Needs of the Clients of AEs
  • Conceptual Planning, Scheduling, Estimating
  • Unbiased, Professional Design Advice
  • Advice on Standards Codes
  • Accurate, Complete Data Sheets
  • Accurate, Complete Drawings
  • Vendor Submittal Reviews
  • Bid Preparation
  • Bid Tabulation
  • Installation Details
  • Construction Support

17
Now the Good Stuff!
  • CASE STUDIES
  • - Five Cases Will Be Presented
  • - All Are Real-Life Case Studies
  • - Personally Involved with Each One
  • - No JEG P.O.s Cut to Any Vendor
  • - All Case Studies Were Win-Win
  • - All Started with Relationships

18
Case Study 1
  • Firm Solenoid Valve Manufacturer
  • Year 2006
  • MO Visit to drop off brochures and inquire
    about current projects.
  • Hurdles Not on Clients Approved Vendor List
    Client Picky about Solenoid Valves

19
Client Needs
  • Remote Solenoid Valve Panel
  • DeviceNet connection
  • NEMA 4X 304L SS Box
  • Remote 24VDC Feed
  • Air Regulator inside panel
  • Bulkhead fittings

20
Were Met By
  • Panel Designed to JE Specs
  • Fully-Dimensioned AutoCAD Dwg.
  • Bill-of-Materials
  • 3 Design Iterations
  • Alternate Design Analysis

21
with the Following Results
  • Drawing Remote SVP Typical
  • Saw product in action at show
  • Design Passed to Panel Vendor
  • Summer 2007 PO for 27 SVPs
  • from Client
  • Investment 16 months, 60 EH

22
Case Study 2
  • Firm Panel Manufacturer
  • Year 2007
  • MO Pressuring Client to be Put on Bidders
    List for New Project.
  • Hurdles Irritated Client Client not
    Purchasing Panels Directly

23
Client Needs
  • Panels for Skids to be Built at Various Locations
  • FAT in Conjunction With SW FAT
  • Full Design Documentation from Typical Layouts
  • Contract to be Let by SI Firm

24
Were Met By
  • Abandoning the Sales Focus
  • Establishing a Relationship with AE
  • Spending Time to Understand Needs of Pharma
    Clients
  • Willingness to Partner with 3RD Party

25
with the Following Results
  • Introduced to SI Firm on Bid List
  • Partnered with SI to Provide Panels
  • Led to Opening of Satellite Office to Service
    Client and Others
  • Investment 2 Years

26
Case Study 3
  • Firm Large Automation Company
  • Year 2006
  • MO Corp. Focus on AE Firms, although they
    assume a small potential for direct sales.
  • Hurdles No Current Clients of AE Have Firms
    Products Installed

27
Client Needs
  • Most Days None in particular!
  • Periodic Requests for Bids to Keep Other Vendors
    Honest!
  • Alternative Approach to BAS
  • Process Analytical Technology Products and
    Solutions

28
Were Met By
  • Focusing on Needs of AE
  • Establishing a Non-Sales Relationship with AE
  • Spending Time to Understand Needs of Pharma
    Clients
  • Placing a Demo System At AE

29
with the Following Results
  • Understanding of AE Business
  • Obtained Perspective on Market So that Sales
    Efforts Could be Most Effectively Focused
  • Kept Firm at Forefront in PAT
  • Investment Continuous

30
Case Study 4
  • Firm Large Automation Company
  • Year 2004
  • MO Corp. Focus on Life Sciences, with an Eye
    on Increased Market Presence.
  • Hurdles AE is Vendor-Independent

31
Client Needs
  • Complex Controls Solutions
  • Current Product Information and Engineering Data
  • Access to Technical Experts
  • In-House Training
  • Design Support

32
Were Met By
  • Hosting a Series of Lunch-and-Learns
  • Establishing a Non-Sales Relationship with AE
  • Having a Partner Mentality Rather Than a
    Competitor Mentality
  • Providing Technical and Product Data and Support
  • Providing Freebies Such as Training and
    Exhibition Attendance

33
with the Following Results
  • Increased Business in Target Market
  • Unexpected Sales of Software Products and
    Applications
  • Sales of Speciality Controller to Client Based on
    Exhibition Demo
  • Investment Continuous

34
Case Study 5
  • Firm System Integrator
  • Year 2005
  • MO Monthly Visits and Lunch.
  • Hurdles Small SI suited to a limited range of
    project possibilities

35
Client Needs
  • Field Support
  • Specialized Programming
  • Small Expansions
  • Validation
  • GAMP4 Life Cycle Documentation

36
Were Met By
  • Seconded Personnel
  • Creative Working Arrangements
  • Cooperative Engineering
  • Automated Design Tools
  • Technology Transfer

37
with the Following Results
  • Quick Response
  • Flexibility Which Lowered Cost
  • Increased Stand-Alone Oppor-tunities
  • Investment 2 Years

38
Common Themes
  • Each of the Case Studies was a success in that
    it created a win-win situation for Jacobs, the
    Vendor, and our Client.
  • Each case began with establishment of a
    relationship.

39
Common Themes
  • Each of those relationships required nurturing.
  • Success was achieved as the result of
    consistently maintaining and growing that
    relationship.

40
Some More Truths
  • Just as with life, not all relationships are
    worth nurturing!
  • There are only so many hours in the day and only
    so much you can do.
  • Establish relationships based on probabilities
    and possibilities.
  • Think through each opportunity there may be
    more there than you think at first glance!

41
Now It Is Your Turn!
  • GO AND CONQUER!

42
  • QUESTIONS?
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