Aktiivinen, laadukas ja oikein kohdistettu asiakastyö luo perustan myynnin kasvulle ja tuotteen tai palvelun tunnetuksi tekemiselle. Miten kasvatan asiakasaktiivisuutta ja hankin uusia asiakkaita? Miten kohdistan asiakastyön oikein? Miten parannan asiakastyön laatua ja kehitän asiakassuhteita? Miten valitsen ja kehitän jälleenmyyjiä? Miten mittaan asiakastyötä? Kasvun aikaansaamiselle ei ole oikotietä. Kasvu vaatii optimaalisen resurssien kohdentamisen ja selkeän suunnitelman.

1. HOW TO BUILD SALES
Customer thinking and customers’
importance to the company

2. 2/3 of a company's value is determined
by the value of its customer base
2/31/3
How much are we investing in machines, tools etc. annually vs.
how much are we investing in developing customer relationship
management and customer understanding?

3. WHO IS OUR CUSTOMER?

4. Company XYZ, Mr. Smith… ?
• Our customer:
– User
– Decision-maker
– Beneficiary
– Who will gain from the value?
– Who will support us?
– Who will object to us?

5. How is the decision made?
Organizational benefit/sacrifice?
Personal benefit/sacrifice?
Personal sacrifice
Organizational sacrifice
Personal benefit
Organizational benefit

6. WHAT DO WE SELL?

7. Most of us are selling features…
• Products, services
• Features
• Advantages
• Benefits
How many people in your organization
understand the advantages and benefits of
the products and services you are selling?

8. HOW CAN WE CREATE BUSINESS
WITH THE CUSTOMERS?

9. Find information
about your
customer
Are we selling products, solutions or value?
1. Product or service
sales
• The customer has a
product, service or
solution in mind
• We offer the
product or solution
the customer wants,
differentiate
ourselves from our
competitors and
close the deal
2. Solution sales
• The customer has a
problem/challenge/
need
• We find out the
challenge/problem/
need and agree with
the customer that it
exists. We create a
solution and link
with the
challenge/need
3. Adding value
• We understand the
customer value
process and value
drivers
• We create an idea
that creates value
even if the customer
is not planning to
buy anything
• We create the need
by showing the
value of our new
idea
THE SELLER’S OPPORTUNITIES TO
AFFECT THE OUTCOME INCREASE
THE CUSTOMER HAS A STRONG VIEW ON
WHAT HE WANTS

10. Evolution from product focus to customer
focus
Unique
product
Unique
features/
selection
Good product/
differentiation/s
ales focus on
specific
customers&
segments
Identify
customer’s
challenge /
problem/ need
and provide a
solution
Find information,
help customers to
create value,
develop abilities to
show the value
1950 1980 2000 2010

11. Solution sales
• In addition to a product or service, the customer
often looks for a solution for his challenges or
problems. What challenges or problems does our
customer have?
• Benefits and advantages to the customer. What
we sell should be presented through the benefits
and advantages the customer will gain

12. What is selling all about?
• Understanding the customer’s needs
• Creating the right atmosphere
• Interacting
• Listening
• Providing solutions for the customer’s
challenges and problems
• Creating value for the customer

13. Customer thinking and value creation
• Customer thinking means an ability to help the
customer to create value
• In order to help the customer you need to have
information
- a customer-oriented company seeks in every way
information on how its customers create value for
themselves

14. Information is critical…
• Customers will continue to have a wider choice than ever
before
• Customers often have more information than you have
• Customers perceive less differentiation between products and
are attracted to more suppliers/brands
• This development is flattening prices
• Your ability to compete and make your own offer
stand out relies on your ability to find information on your
customers (which your competitor may not have)

15. Customer information
• You should also understand
the customer edge of your customer
SELLER CUSTOMER
CUSTOMER OF
THE
CUSTOMER
Very few companies have the knowledge and
readiness to demonstrate to their customers
the value they provide (or could provide) for
them

16. We can help you
BMN Brand Management Network Oy
Jari Skyttä M.Sc. Marketing
p. +358-45-2793450
jari.skytta@bmn.fi
www.bmn.fi
If you need help to build customer thinking in your
organization, contact us!

17. BMN services: training, coaching, and
marketing & sales interim management
CUSTOMER RELATIONSHIP
MANAGEMENT PROCESSES

18. 1. How to get new
customers?
2 How to sell/close
a deal ?
3. How to develop a
customer relationship?
4. End of customer
relationship?
• Opportunity management
• ”Action funnel”
• First contact
• Preparation and
opening
• Identification of
needs and challenges
• Solution, value,
argumentation
• Closing the deal
• Follow-up and
support
• Customer strategy and
channel strategy
• Development of customer
relationship, additional
sales
• Customer relationship
management (CRM ) tools
• Exit
• Removal
CRM PROCESSES
A new process
- organization
- management
- targets and follow-up
Change in operating policy
- spirit management process
www.bmn.fi