1
Evi Bekooij-2IBM
International Sales
Table of Contents
International Sales.............................................................................................................1
Sales part 1: introduction.............................................................................................................2
First observation: the market shift.................................................................................................................2
Second observation: the sales environment changes....................................................................................3
Sales part 2: new solution selling..................................................................................................6
Profile of a modern salesman.........................................................................................................................6
Characteristics.................................................................................................................................................7
Role and responsibilities.................................................................................................................................7
New solution selling: the new hybrid sales representative............................................................................7
Digitize or die..................................................................................................................................................7
Big data...........................................................................................................................................................7
Part 3: shift in decision making.....................................................................................................8
Key selling motives..........................................................................................................................................9
The decisive factor: trust................................................................................................................................9
Decision making process (DMP)...................................................................................................................10
Conclusion..................................................................................................................................13
Part 4: buying and selling in a complex B2B world............................................................14
Kraljic Matrix: purchasing portfolio analysis...............................................................................14
Characteristics of B2B demand...................................................................................................15
B2B buyers.................................................................................................................................16
environmental analysis...............................................................................................................16
Environmental analysis: tools.....................................................................................................17
Environment analysis: macro environment..................................................................................................17
Environmental analysis: microenvironment.................................................................................................18
Competitive rivalry........................................................................................................................................18
Internal analysis: SWOT................................................................................................................................19
Part 5: changing role of sales............................................................................................19
The chancing role of a salesman.................................................................................................19
Traditional versus modern selling...............................................................................................19
Decision making unit..................................................................................................................20
Moving up the relationship staircase (knapp’s staircase model).................................................21
Shifting to strategic solutions selling..........................................................................................21
Key success factors for building credibility.................................................................................21
Part 6: strategy is the key.................................................................................................22
Strategic imperative...................................................................................................................22
Product leadership........................................................................................................................................22
operational excellence..................................................................................................................................23
Customer intimacy........................................................................................................................................23
,2
Evi Bekooij-2IBM
Consequence of not choosing.....................................................................................................23
Benefits of consequent strategic choice.....................................................................................24
Margin generation......................................................................................................................24
Summary....................................................................................................................................25
Conclusion..................................................................................................................................25
Sales part 1: introduction
3 major shifts
First observation: the market shift
Shift 1:product -> customer orientation
Product orientation customer orientation
Sales used to be separate from the production, all was about just selling. Now sales is part of
the production process since we listen more and more to what the customer wants.
Evolution in sales
1. product orientation
2. sales orientation: “hard selling” selling as much as possible
3. market orientation: “relationship selling” today about building up relationships
, 3
Evi Bekooij-2IBM
Shift 2: market evolution
Pressure on the mid-
market segment from
2 directions. If we can
afford, we will buy top
brands like Range
Top
(Added Value) Rover. If we have more
limited means we will
buy something that is
Middle (Product) -> dissapearing
low at the market like
a Fiat.
Low
The mid-range brands
(Price) like Opel are suffering.
Those brands are
reliable but that’s all.
Shift 3: increasing segmentation
- ongoing segmentation in all market levels in order to survive competition
- strategic choices become (low-cost vs differentiation) inevitable
- marketing mix has to be adopted to each segment
- more and more: 1 to 1 marketing Coolblue example: for every different category of
products a specialist that can help you at each moment of the day which is specialized in
your product
Second observation: the sales environment changes
Change 1: environmental changes
1. technological (r)evolution
2. information (management) has become a strategic “resource” everything you
search on google is shared with other companies most crucial for companies
Evi Bekooij-2IBM
International Sales
Table of Contents
International Sales.............................................................................................................1
Sales part 1: introduction.............................................................................................................2
First observation: the market shift.................................................................................................................2
Second observation: the sales environment changes....................................................................................3
Sales part 2: new solution selling..................................................................................................6
Profile of a modern salesman.........................................................................................................................6
Characteristics.................................................................................................................................................7
Role and responsibilities.................................................................................................................................7
New solution selling: the new hybrid sales representative............................................................................7
Digitize or die..................................................................................................................................................7
Big data...........................................................................................................................................................7
Part 3: shift in decision making.....................................................................................................8
Key selling motives..........................................................................................................................................9
The decisive factor: trust................................................................................................................................9
Decision making process (DMP)...................................................................................................................10
Conclusion..................................................................................................................................13
Part 4: buying and selling in a complex B2B world............................................................14
Kraljic Matrix: purchasing portfolio analysis...............................................................................14
Characteristics of B2B demand...................................................................................................15
B2B buyers.................................................................................................................................16
environmental analysis...............................................................................................................16
Environmental analysis: tools.....................................................................................................17
Environment analysis: macro environment..................................................................................................17
Environmental analysis: microenvironment.................................................................................................18
Competitive rivalry........................................................................................................................................18
Internal analysis: SWOT................................................................................................................................19
Part 5: changing role of sales............................................................................................19
The chancing role of a salesman.................................................................................................19
Traditional versus modern selling...............................................................................................19
Decision making unit..................................................................................................................20
Moving up the relationship staircase (knapp’s staircase model).................................................21
Shifting to strategic solutions selling..........................................................................................21
Key success factors for building credibility.................................................................................21
Part 6: strategy is the key.................................................................................................22
Strategic imperative...................................................................................................................22
Product leadership........................................................................................................................................22
operational excellence..................................................................................................................................23
Customer intimacy........................................................................................................................................23
,2
Evi Bekooij-2IBM
Consequence of not choosing.....................................................................................................23
Benefits of consequent strategic choice.....................................................................................24
Margin generation......................................................................................................................24
Summary....................................................................................................................................25
Conclusion..................................................................................................................................25
Sales part 1: introduction
3 major shifts
First observation: the market shift
Shift 1:product -> customer orientation
Product orientation customer orientation
Sales used to be separate from the production, all was about just selling. Now sales is part of
the production process since we listen more and more to what the customer wants.
Evolution in sales
1. product orientation
2. sales orientation: “hard selling” selling as much as possible
3. market orientation: “relationship selling” today about building up relationships
, 3
Evi Bekooij-2IBM
Shift 2: market evolution
Pressure on the mid-
market segment from
2 directions. If we can
afford, we will buy top
brands like Range
Top
(Added Value) Rover. If we have more
limited means we will
buy something that is
Middle (Product) -> dissapearing
low at the market like
a Fiat.
Low
The mid-range brands
(Price) like Opel are suffering.
Those brands are
reliable but that’s all.
Shift 3: increasing segmentation
- ongoing segmentation in all market levels in order to survive competition
- strategic choices become (low-cost vs differentiation) inevitable
- marketing mix has to be adopted to each segment
- more and more: 1 to 1 marketing Coolblue example: for every different category of
products a specialist that can help you at each moment of the day which is specialized in
your product
Second observation: the sales environment changes
Change 1: environmental changes
1. technological (r)evolution
2. information (management) has become a strategic “resource” everything you
search on google is shared with other companies most crucial for companies
