Appleton Greene & Co – Sales Strategy
Appleton Greene & Co Mr Sawyer is an approved Senior Consultant at Appleton Greene and he has experience in marketing, e-business and management. He has achieved a Bachelor of Science in Business Administration and Marketing. He has industry experience within the following sectors: Technology; Digital; Media & Marketing; Internet and Automotive. He has had commercial experience within the following countries: United States of America, or more specifically within the following cities: Detroit MI; Atlanta GA; Cleveland OH; Columbus OH and Chicago IL. His personal achievements include: increased sales by 250%; increased average sales revenue 400%; initiated and negotiated strategic alliances; created branding & sales strategies and re-positioned a $500 million company. His service skills incorporate: sales strategy; proposal structure; presentation structure; engaging gatekeepers and enterprise sales. Appleton Greene & Co
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Executive summary
Sales Strategy
Bringing products to market in the modern world is a complex endeavor. There once was a time when a salesperson’s personality and contacts were enough to sustain a business, but no more. Fierce competition from local and global rivals, instantaneous information, and Internet reviews make it necessary for every business to evaluate and update their sales strategy. Increasing market share while maintaining healthy margins requires that your strategy, tactics, and value proposition properly position your product or service and align with corporate goals. Appleton Greene & Co
Particular attention is placed on creating understanding of your value proposition at all levels of a client organization. Gatekeepers can scuttle a sale. People you may never meet–or cannot get access to–have an inordinate amount of influence over your success. Developing a value-based sales process that focuses on benefits and return on investment can turn gatekeepers into gate openers, set your product or service apart from others, shorten the sales cycle, and justify a higher price. All too often overly technical end-user-focused sales communications neglect gatekeepers lurking in the background. This approach doesn’t overlook the nuts and bolts, it intertwines them with value-based benefits that speak to non-technical types. Appleton Greene & Co
The process begins with a review of current practices, customer needs, and corporate goals. Immediate changes that can provide near-term improvements are identified. Once we determine near and long term objectives we develop a process and timetable for meeting them. New products, product extensions, and product enhancements that can aid in meeting objectives may be identified. If you wish, we can work with internal departments to obtain buy-in on the communication strategies and the mindset required to achieve the objectives. Results are reviewed on an ongoing basis and processes are modified and enhanced where necessary. Appleton Greene & Co
Service Methodology
Understand the current situation: Customer review – Work with the sales team to understand short and long term customer needs, wants, and biases. Investigate current and desired customer mix; External Sales review – Investigate the current sales methodology and communication strategy. Work with client to understand effectiveness, market share, customer satisfaction, and customer loyalty; Internal Sales review – Discuss upper management satisfaction, expectations, and biases with Sales/Marketing managers. Investigate departmental structure and individual responsibilities. Explore geographic and market issues; Investigate short term changes and modifications that can produce immediate results. Determine direction: Understand the near term and long term goals of the organization. Further investigate processes, training, and/or communication strategies necessary to meet those goals. Determine objectives, actions and priorities: Define near and long term objectives. Develop a process and timetable for meeting those objectives. Develop qualitative and quantitative measurements of success. Work with sales/advertising/marketing executives to gain buy-in on objectives. Develop action steps for meeting objectives: Assist client in assigning tasks and measuring success. Identify potential for product enhancements, extensions, and new products that can aid in reaching objectives. Work with sales, advertising, and marketing departments to incorporate objectives and measurement in their departments. Assist client in reviewing results and fine tuning the process for continued success: Ongoing review of results. Modify and enhance processes where necessary. Take into account changes in the organization, its goals, customer needs, and potential changes in product offerings and technology. Appleton Greene & Co
Service Options
Companies can elect whether they just require Appleton Greene for advice and support with the Bronze Client Service, for research and performance analysis with the Silver Client Service, for facilitating departmental workshops with the Gold Client Service, or for complete process planning, development, implementation, management and review, with the Platinum Client Service. Ultimately, there is a service to suit every situation and every budget and clients can elect to either upgrade or downgrade from one service to another as and when required, providing complete flexibility in order to ensure that the right level of support is available over a sustainable period of time, enabling the organization to compensate for any prescriptive or emergent changes relating to: Customer Service; E-business; Finance; Globalization; Human Resources; Information Technology; Legal; Management; Marketing; or Production Appleton Greene & Co.
Service Mission
My goal is to help company’s build and maintain world-class sales teams and processes. I have created the sales and marketing strategies for a number of companies, including startups, small and medium size businesses, and an established, century old, billion dollar company. I’ve seen companies I worked with increase sales by 250% in a year, and achieve a 54% closing ratio. I’m proud to say I was part of the team that changed the direction of a billion dollar company that was quickly losing market share, turned it around, and attracted the attention of a suitor that acquired it. Appleton Greene & Co
My experience covers a number of diverse industries, including automotive, information services, Internet, software, manufacturing, retail, and environmental engineering. As a CEO, VP of Sales and Marketing, and Board member, I’ve developed a holistic approach to business. Companies and clients are organic organizations with diverse–and sometimes conflicting–needs. Understanding these needs and developing processes and procedures to meet them is as much of an art as it is a science. I am particularly adept at teaching companies how to improve sales and margins by structuring proposals, presentations, and all forms of client communications to promote value and substantive advantages over nuts-and-bolts. This approach doesn’t ignore the technical details, it intertwines them with benefits that speak to diverse audiences within the client organization. Your proposal doesn’t stop at the primary client’s desk. It’s circulated to gatekeepers and decision makers throughout the organization that you–and even your primary client–don’t have access to. This approach results in shorter sales cycles, customer loyalty, and can even support higher prices. Appleton Greene & Co
For More Information
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Client Telephone Conference (CTC)
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