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The Battle of five armies: why
we lose Customers. And
People.
Olena Zanichkovska
Olena Zanichkovska
Co-Founder, Director of Product Strategy and Marketing at The
Gradient
Director of Business Development School at LITS.
PhD in Management.
Seasoned specialist in IT-industry with more than 11 years of
experience in project, program, account management, as well as
business development.
ex-Head of ELEKS Digital and BDD at Perfectial. Trainer. Speaker.
Inspirator.
My Story
Kid 1
Kid 2
PhD
Delivery
Account Management/
Engagement
Business Development
20+ projects
up to 40 people
1 mln.+ contracts
Award-winning
Product
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
If the goal of an effective Sales is
revenue generation, than Sales
works only if the whole system
works.
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
How it should work
Marketing Sales Engagement
Delivery
Account
Management
How it works in reality
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
VP’s at meeting with CEO
CEO at meeting with VP’s
Let’s talk about “batons”
Marketing Sales Engagement
Delivery
Account
Management
Problem 1. Contradicting KPI’s
Problem 2. Wrong people
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
Sales People levels of Maturity:
- Indiffirent sales
- Aggressive sales
- Sales-consultant
- Sales as a Partner
Types of Sales people
Hunter
The Hunter is the person who gets their sales energy off of the
“hunt” for the new opportunity. They are often consultative sales
people who innately find and assess an opportunity (even when
there doesn’t appear to be one) within a prospect, and find a
solution within your offering that meets the specific need. They
are networkers. They are independent. They generate buzz and
excitement. And, they are not always good at follow-through
and focus.
Farmer
The Farmer is the sales person who builds and cultivates
relationships and opportunities, typically within existing
accounts. Farmers are the sales people who turn a customer
from good to great by the nature of their relationship and the
loyalty they gain from their efforts. They nurture. They
collaborate. They are team players. And, they are not always
good at prospecting.
To achieve success you need to
combine hunters and farmers in
different roles
Building a strong Sales Team
4 core function of Sales Team
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
Don’t mix them in the same people!!!
You must specialize your team in
order to growth your results!
Use rule 80/20 to understand the
time: if your Sales group is spending
more than 20% on non-core function
- split it.
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
Problem 3. Belief in stars
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робити
Problem 4. Salary and Bonuses
Sales People should stay hungry
Problem 5. Sales people don’t know
your product
Train them
They should be your product’s
ambassadors, not enemies!
Problem 5. Sales is an honourable
profession
Marketing Sales Engagement
Delivery
Account
Management
Problem 1. Wrong expectations and
extra promising
Problem 2. Pre-sale engineers, who
should be delivery advocates, but in
reality are not
Problem 3. Estimates are done in
“dream” developers, and delivery in
real developers
VS
Problem 4. Pre-Sales Team VS
Delivery Team
VS
Marketing Sales Engagement
Delivery
Account
Management
Problem 1. Scope, time, and budget
vs relathionship
Problem 2. Delivery without
understanding the business case
Problem 3. Attitude to the Customer
Marketing Sales Engagement
Delivery
Account
Management
Feed
back
Thanks and questions!
Olena Zanichkovska
facebook.com/zanichkovska

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