LAM004 Primary Demand (QUESTIONS to SCOTT (In your work: (What's Easy?…
LAM004 Primary Demand
QUESTIONS to SCOTT
In your work:
Concentrate on long-term deals
What you gonna do with the info
Rely on team for support
Synthetise the data
What's the most effective?
What's the most exciting part of your job?
How do you ID a new potential client
How do you Prep?
How do you Get in Touch
How do you follow-up
What's the trickiest moment when acquiring a new client?
Differentiate a customer going with Laminex on something more than price?
If client not locked down to a binding agreement
Laminex developing tactics to support that
Incentives for loyaulty
Ensure the human factor is still nurtured
THen bring the substance
how you gonna help them
What would you tell a young gun starting at Laminex?
Take customer on a journey (speak less listen more)
Understand business better
areas of potential growth, objectives
Need great comms skills
Have Meaningful conversations
'Win a customer via 1 meeting - Lose a customer via 1 meeting'
Client can be a decade effort
Chip away at it
Make the customer 'long-sighted'
What should a Senior Laminex
Salesman work on/ look out for?
the tricky bits
How do you know you 'Won'
Where to from here
Break it down by market
Your top 5 objectives
plan to reach them?
How can we help?
Start on a tangente
get more than '1-sentence answers'
View Scott's email: High Value questions
Successfull is not the 'make 20 calls a week' kind
Any rituals, process, behaviours recommended?
Preparation is key
WOrk on next week's calls
Push/ Pull Strategy
Primary demand - driving demand Back through the channel
ID competitve tensions
Where to focus effort
Be viewed as a business partner
Implies building a different relationship
Better position to naturally fend off competitors
Talking to builders and architect
drive it back through cabinet maker towards Laminex
Link up to builders, drafters etc
Push is TRANSACTIONAL strategy
What's not BAU?
creates more tension on our channels to use our products
We must improve in 'fishing upstream'
(top down is our standard approach)
That requires increasing our saels team saviness
Current approach to Slaes team upskilling
More data and pipeline follow-up
We must be more strategic
Create objectives ex:
in next 3 months...
Logging deep & Meaningful conversations
with quantifiable outcomes
Currently threading 'Primary Demand' concept
Win the Segment - Win the day
Cards against humanity mechanic
High value '?"
Low value '?'
Each one plays a card
Caller decides which is best question
Gives his rational
Score 5-3-1 points/tokens
Fill up your own board with tokens won
multiple segments can be 'hunted'
not just focus on yours
'Work for a card'
Tokens/bets on the card
Everyone votes on what the best question is
Most cards collected wins
Different value per client 'types'
At one point I invest my tokens to have a shot at the goal
Act before other players/competition
Also represent the competition
Leverage the 'High value questions'
:question: Value could be visible on card
But the central card's value is unclear
This way players learn the high value questions
Repeated each turn
Do we have a secret objective selection?
Aim of the game
do we lock this in? :question:
"Win the segment win the day"
What is the goal post :question:
Knowledge/insights of customer
Set objective or flexible :question:
Collaborative AND Competitive :question:
Time as currency :question:
Behaviours to enforce
Adapting to circumstances
Turn by turn :question:
Insert a collaborative round every 'x' turns
'end of year'
Turns could be months
Draw an event car each quarter :question:
Use a narrative to focus the flow
Heavy on trivia/Knowledge
A 'knowledge holder' for each
Turn or segment
They can be supported by a cheat sheet
Provide the question rather than answer
Jeopardy style :question:
Can gain, buy, negotiate help with other
Segments are interconnected
What we want them to DO
Influence the customer of the customer
Drive the demand
Go up the 'client food chain'
CLient to Pull the product from Lam
Invest effort over a long time
Identify Innovators & Early adopters
Create Customer profile
Read the trends
What they need to BE
(more than farmers)
Stay ahead of the curve
8 customer segments
Who would a sales rep primarily interact with?
Rate them all in 'the food change'
High value to low value contacts
Can some of them be 'grouped across segments?
Are there some 'Industry' or 'Segment=specific'?
What type of 'Situations' or 'Scenarios' would we want the reps to experience/ practice