Using Installed Base Selling to Maximize Revenue (eBook)

A Step-by-Step Approach to Achieving Long-Term Profitable Growth

Remi Gicquel, Paul-André Lambert (Autoren)

eBook Download: PDF

2019 | 1st ed.
XVIII, 145 Seiten
Apress (Verlag)
978-1-4842-5146-1 (ISBN)

Infos

There is no such thing as an easy sale. However, selling to an existing customer-whether by refreshing an old product or introducing a new and different product-is often easier, faster, and returns higher margins. Centering your organization's sales strategy on your installed base is a smart and proven way to achieve long-lasting, profitable growth.

Using Installed Base Selling to Maximize Revenue reveals a step-by-step, integrated approach you can begin using today. Authors Remi Gicquel and Paul-André Lambert show how you can apply this robust and reliable end-to-end solution by illustrating concepts though real-world case studies from Spotify, Hewlett Packard Enterprise, Nestlé, and more. Full of wisdom fit for the digital era, this book presents the results of the authors' experience and research into current installed base selling processes, identifying, from an objective point of view, what works and what does not.

This book explains fundamental concepts such as the profitable growth paradox, the installed base profit wedge, operational methodologies for managing your installed base selling transformation, and much more. Innovative companies protect and nurture their most valuable asset-their customers and the data that defines them. They put installed base selling at the heart of their sales strategy. Now, it's your turn!

What You Will Learn

• How to maximize the return from installed base customers

• Fundamental concepts such as the profitable growth paradox, the installed base profit wedge, and turnkey operational sales methodologies to best maneuver your sales teams

• Keys to changing patterns to become a company that can enjoy higher profitable revenues for years

Who This Book Is For

General Managers, Sales and Marketing Leaders who are eager to transform their business to secure long-lasting profits, and for leaders looking for a pragmatic approach to transform their sales force to harvest the potential of their existing customers. 

Remi Gicquel is the worldwide director for Hybrid IT Go-To-Market at Hewlett Packard Enterprise (HPE). As a 25-year veteran of the IT industry, he knows that driving transformation starts from the inside out and is passionate about making sure that sales has a seat at the table to help lead change. In this role, Remi oversees the Go-To-Market strategy and global sales programs driving profitable growth and market share for HPE via best in class Installed Base and Competitive Attack sales programs. Remi provides leadership and direction to drive sales excellence and a high performance sales culture.

Prior to that role, Remi held various key director and leadership positions in business units, Sales and Strategy. As practitioner of values based leadership he believes business is a force for good and places personal energy into supporting others.

His website is ib-max.com.

Paul-André Lambert is the worldwide operations manager for the Hybrid IT installed base program at Hewlett Packard Enterprise (HPE). Paul-André is the architect of the e2e Installed Base infrastructure and leads the deployment of the installed base program across all geographies worldwide. In his role he oversees the IT developments and integrates the business priorities in the program.

Prior to that role, Paul-André had various leadership positions in sales strategy and planning, business operations and channel management. Paul-André joined HP in 1990 in the channel business operations team in Belgium.

Paul-André holds a university degree in Economics from the KUL.

His website is ib-max.com.

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There is no such thing as an easy sale. However, selling to an existing customer-whether by refreshing an old product or introducing a new and different product-is often easier, faster, and returns higher margins. Centering your organization's sales strategy on your installed base is a smart and proven way to achieve long-lasting, profitable growth.Using Installed Base Selling to Maximize Revenue reveals a step-by-step, integrated approach you can begin using today. Authors Remi Gicquel and Paul-Andre Lambert show how you can apply this robust and reliable end-to-end solution by illustrating concepts though real-world case studies from Spotify, Hewlett Packard Enterprise, Nestle, and more. Full of wisdom fit for the digital era, this book presents the results of the authors' experience and research into current installed base selling processes, identifying, from an objective point of view, what works and what does not.This book explains fundamental concepts such as the profitable growth paradox, the installed base profit wedge, operational methodologies for managing your installed base selling transformation, and much more. Innovative companies protect and nurture their most valuable asset-their customers and the data that defines them. They put installed base selling at the heart of their sales strategy. Now, it's your turn!What You Will LearnHow to maximize the return from installed base customersFundamental concepts such as the profitable growth paradox, the installed base profit wedge, and turnkey operational sales methodologies to best maneuver your sales teamsKeys to changing patterns to become a company that can enjoy higher profitable revenues for years Who This Book Is ForGeneral Managers, Sales and Marketing Leaders who are eager to transform their business to secure long-lasting profits, and for leaders looking for a pragmatic approach to transform their sales force to harvest the potential of their existing customers. 

Inhalt

Contents 6
About the Authors 7
Foreword 9
Acknowledgments 11
Introduction 12
Part I: The Strategy 16
Chapter 1: Installed Base Selling 17
The beginning at Hewlett Packard Enterprise 17
Installed Base Selling Strategy 20
Putting It all together 24
Chapter 2: Winning with Installed Base Selling 25
Nespresso’s Installed Base Selling success 25
Protect 27
1. Which accounts to target, and when to engage? 29
2. What to sell? 30
3. How to engage, and who takes the lead? 31
Expand 31
The portfolio 33
1. Which accounts to target, and when to engage? 35
2. What to sell? 36
3. How to engage, and who takes the lead? 36
Hunt 38
1. Which accounts to target, and when to engage? 40
2. What to sell? 41
3. How to engage, and who takes the lead? 41
Putting it all together 42
Chapter 3: From Sales Strategy to Profitable Growth 43
The Airbus audacity 44
The golden sequence 45
The golden mix 48
Account planning 51
The hunter pitfall 52
Installed base selling is disruptive 55
Putting It All Together 57
Part II: The Benefits 58
Chapter 4: Why Installed Base Selling Matters 59
BMW’s Installed Base Profit Wedge 60
Unlock your Installed Base Profit Wedge 61
Profitable growth strategy is driven by three core principles 65
1. Sales Growth 66
2. Pricing Management 69
3. Efficiency 72
Putting It All Together 73
Part III: The Execution 74
Chapter 5: The Digital Installed Base Selling Transformation 75
The BYmyCAR Revelation 76
The Digital Installed Base Sales Transformation 78
Superior business outcomes require strong Winning Aspiration 78
Data, the foundation of the sales competitive advantage 79
Orchestration, the cornerstone of the Digital Installed Base Selling Transformation 82
Sales cockpit for sales execution 83
The governance body, Integrated Business Governance 84
Putting it all together 86
Chapter 6: Installed Base Selling and Sales Coverage 88
Schneider Electric’s sales force leverage 89
The Customers 91
Customer needs 92
Account segmentation 92
Account targeting 93
The sales force 97
The sales organization 98
The sales compensation model 99
The sales coverage 102
The sales model 102
The assignment of accounts 105
Putting It All Together 106
Chapter 7: Installed Base Selling, a Company Culture 108
The Amazon culture 109
Customer-centric company culture 109
Why is change management so important? 111
Five steps to drive effective change management 113
1. Identify What Will Be Improved (as opposed to what is out of scope) 113
2. Present a Solid Business Case to Stakeholders 113
3. Plan for the Change 113
4. Provide Resources and Use Data for Evaluation 114
5. Communication 114
Change management is a great opportunity for leadership 114
Top reasons why installed base selling projects Fail 116
Putting it All Together 118
Chapter 8: Practical Implementation 120
The Spotify Lesson 120
Strategic Planning Assumptions 123
The key building blocks 123
Develop the end-to-end solution 125
How HPE accelerated Installed Base Selling 127
1. Creating the Installed Base Data Lake 127
2. Orchestration, Command, and Control Module 128
3. Sales Cockpit 129
4. Governance Body 129
Measure the business outcome 130
Putting it All Together 130
Chapter 9: Conclusion 132
Appendix A:Definitions and Concepts 134
Installed base 134
Customers 134
Go to market 135
Assets 135
Physical attributes 135
Lifecycle attributes 136
Renewal attributes 137
Renewal trigger and customer touch point 137
Compelling event and customer choice point 138
Up-sell 139
Attach 139
Unit attach and value attach 140
Cross-sell 141
The RAD model 144
Appendix B:Run Your Own Installed Base Selling Assessment 146
Winning aspiration 147
Data 147
Orchestration 148
Sales cockpit 148
Integrated business governance 149
Index 150

Produkt-Details

• Erscheint lt. Verlag: 30.8.2019
• Zusatzinfo: XVIII, 145 p. 39 illus.
• Sprache: englisch
• Themenwelt: Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: cost of sales • Customer • growth • Growth acceleration • install base • installed base • Installed Base Profit Wedge • installed base selling • Profit • profitable growth paradox • Revenue • revenue acceleration • sales acceleration
• ISBN-10: 1-4842-5146-6 / 1484251466
• ISBN-13: 978-1-4842-5146-1 / 9781484251461