Transcript ROCKWELL COLLINS STRATEGIC SALES AND MARKETING PLAN

SAMPLE PLAN
STRATEGIC SALES AND MARKETING
PLAN
FOR ENTERING THE NORTH AMERICAN
PCB MARKETPLACE
BY D.B.MANAGEMENT GROUP
SEPTEMBER 2004
DAN BEAULIEU
33 MORRILL AVENUE
WATERVILLE, MAINE 04901
TEL:207-873-0793/ FAX: 207-873-0794/ CELL: 207-649-0879
EMAIL:[email protected]
WWW.DBMPCB.COM
SAMPLE NORTH AMERICAN STRATEGY
 GOAL:
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TO SUCCESFULLY INTRODUCE COMPANY INTO THE
NORTH AMERICAN PCB MARKETPLACE.
TO MAKE COMPANY AS WELL KNOWN IN NORTH
AMERICA AS THEY ARE IN EUROPE, USING A GOOD
AND WELL DEVELOPED AND IMPLEMENTED
MARKETING PLAN
TO DEVELOP AND SUCCESSFULLY MANAGE A SALES
FORCE OF INDEPENDENT REPS IN NORTH AMERICA
TO POSSIBLY SET UP A NORTH AMERICAN SALES
OFFICE WITH A SALES MANAGER AND TEAM IN
NORTH AMERICA
TO BUY A NORTH AMERICAN PCB FACILITY
SAMPLE: NORTH AMERICAN PLAN
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SELLING IN NORTH AMERICA
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A GREAT OPPORTUNITY
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MANY UNEXPLORED MARKETS
USA CAPACITY IS IN DECLINE
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20% DOWN IN PAST YEARS
FEWER GOOD SHOPS
EVEN FEWER PRODUCTION SHOPS
EVEN FEWER GREAT MILITARY SHOPS
EVEN FEWER HDI SHOPS
EVEN FEWER GREAT RIGID FLEX SHOPS
SAMPLE NORTH AMERICAN PLAN
THE CUSTOMERS
 FINDING THEM
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THE SALES FORCE
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TARGETTING THEM
WINNING THEM
INDEPENDENT SALES REPS
MARKETING
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GETTING YOUR COMPANY WELL KNOWN IN THE USA
SAMPLE: NORTH AMERICAN PLAN
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THE CUSTOMERS
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FINDING THE CUSTOMERS
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DIRECTORIES
DATA BASES
 BOARD BUYERS .COM
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NETWORKING
RELATED TO CURRENT CUSTOMERS
THROUGH REPS
SAMPLE: NORTH AMERICAN PLAN
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SALES MANAGER/Sales Office
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SHOULD BE THE FOOTHOLD IN N.A.
START IN NEW ENGLAND
BE ABLE TO BUILD A REP NETWORK
MANAGE A REP NETWORK
IMPLEMENT MARCOM PLAN
ATTEND TRADE SHOWS
BE THE COMPANY’S “FACE” IN NORTH
AMERICA
SAMPLE: NORTH AMERICAN PLAN
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SALES MANAGER/Sales Office
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Expert with years of experience
Able to manage a sales team
Willing to be on the road all the time
Act as your “face” in North America
Be a self started who eventually sets up a
sales office in the US
The sales office will manage all North American
activities
SAMPLE: NORTH AMERICAN PLAN
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US Company; Acquisition
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Good strategy to establish “store front’ In US
Many shops available
Good deal can be achieved
Would be used a distribution center
JIT
Quality and engineering center
Sorting
Customer service
Build Protos in US send volume overseas to
home company.
SAMPLE: NORTH AMERICAN PLAN
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SALES MANAGER/Sales Office
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SHOULD BE THE FOOTHOLD IN N.A.
START IN NEW ENGLAND
BE ABLE TO BUILD A REP NETWORK
MANAGE A REP NETWORK
IMPLEMENT MARCOM PLAN
ATTEND TRADE SHOWS
BE THE COMPANY’S “FACE” IN NORTH
AMERICA
SAMPLE: NORTH AMERICAN PLAN
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BUYING A NORTH AMERICAN PCB SHOP
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NEEDS TO BE A GOOD FIT WITH COMPANY
SYNERGISTIC SPECS AND TECHNOLOGY
COMPLEMENTARY SPECS AND TECHNOLOGY
HAVE A CUSTOMER BASE
BE WELL RPICED/A GOOD DEAL
BE THE “STOREFRONT” FOR THE COMPANY
BE UP AND RUNNING
THIS IS A KEY INGREDIENT OF THE OVERALL PLAN. IN
ORDER TO ESTABLISH SERIOUSNESS AND
CREDIBILITY IT IS ESSENTIAL TO HAVE A N.A.
STOREFRONT COMPANY
SAMPLE NORTH AMERICAN PLAN
 THE SALES FORCE
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INDEPENDENT SALES REPS
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TERRITORY EXPERTS
RELATIONSHIP MANAGERS
FOCUSED ON SELLING OUR PCBS
 FOCUSED ON SELLING OUR TECHNOLOGY
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SUCCEED BY MAKING COMPANY SUCCEED
PAID WHEN COMPANY GETS PAID
SAMPLE
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NORTH AMERICAN PLAN
THE SALES FORCE
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INDEPENDENT SALES REPS
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QUALIFYING A REP: evaluate
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BOARD EXPERTISE
WELL RUN AGENCY
SUCCESSFUL
RELATIONSHIP WITH TARGET ACCOUNTS
HOW MANY PEOPLE IN FIRM?
OTHER BOARD FABRICATORS
WORK ETHIC
TIME DEDICATED TO COMPANY
REFERENCES
SAMPLE NORTH AMERICAN PLAN
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INDEPENDENT SALES REPS
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FIND AND KEEPING REPS
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NO HOUSE ACCOUNTS
GOOD CONTRACT
TREAT AS PARTNERS
GOOD LONG TERM CONTRACT
GOOD COMMUNICATIONS
PAY ON TIME
MARKET IN THEIR REGION
SAMPLE NORTH AMERICAN PLAN
 FINDING,
SIGNING AND SALES REPS
The territories: covering the continent
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NORTH EAST
CANADA
SOUTH EAST
MID-ATLANTIC
NEWYORK
MIDWEST
FLORIDA
ARIZONA
CALIFORNIA
NORTH WES
ALSO ACOCUNT BY ACCOUNT IF THE REP CAN BRING US A SPECIFIC ACCOUNT
AND THAT IS ALL HE WANTS.
SAMPLE NORTH AMERICAN PLAN
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THE SALES FORCE
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INDEPENDENT SALES REPS/POST SIGNING
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VISIT COMPANY (COULD BE PRIOR TO SIGNING)
 MEET KEY PEOPLE
 DEVELOP A TEAM TO WORK WITH REP
 PEOPLE WHO CAN RELY ON EACH OTHER
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TERRITORY STRATEGY
 KEY ACCOUNTS/ FORECAST
 MARKETING PLAN
 CUSTOMER VISIT PLAN
SAMPLE NORTH AMERICAN PLAN
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PLAN FOR:
USING INDEPENDENT SALES REPS
MARKETING FOR THE REPS
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IN THEIR TERRITORY
GETTING THE MOST OUT OF EACH REP FIRM
WORK WITH COMPANY INSIDE SALES PEOPLE
CREATE SALES TEAMS
SAMPLE NORTH AMERICAN PLAN
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GETTING THE MOST FROM THE REPS
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MAKE SURE THEY UNDERSTAND STRATEGY
DEFINE EXACTLY WHAT WE WANT FROM THEM
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WHAT TYPE OF BUSINESS WE WANT
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MILITARY
TELECOMMUNICATIONS
HDI
QTA
FLEX/RIGID FLEX
USE THE QTA AS A WAY TO GET INTO NEW CUSTOMERS
SET GOALS OF NUMBER OF CUSTOMERS TO CONTACT
SET GOALS AS TO NUMBER TO WIN
SAMPLE NORTH AMERICAN PLAN
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MARKETING PLAN
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SALES LITERATURE /TEFLON/MILITARY
WEB SITE/ GIVE THEM THE LEADS
SEMINARS/ IPC DESIGN COUNCIL IN THEIR AREA
TRADE SHOWS/ IN THEIR AREA
ARTICLES
NEWS
DIRECT MAILINGS/ IN THEIR TERRITORIES
DIRECT FAXINGS/IN THEIR TERRITORIES
PROSPECTING AND COLD CALLING/ FOR THEM
SAMPLE NORTH AMERICAN PLAN
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MARKETING
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CUSTOMIZE FOR N.A.
LITERATURE; BUILD ON WHAT WE HAVE ALREADY
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UPDATE MAJOR BROCHURE
 NEW DATA SHEETS
 HDI
 MILITARY
 DOING BUSINESS WITH COMPANY
 EQUIPMENT LIST
 TECHNOLOGY ROADMAP
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SMALL PAMPHLET
 MILITARY
 TELECOMMUNICATIONS
 FLEX RIGID/FLEX
SAMPLE NORTH AMERICAN PLAN
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MARKETING 2
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CUSTOMIZE FOR N.A.
UPDATE AND ACTIVATE WEB SITE
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INCLUDE NEW TECHNOLOGIES
LINKS TO VENDORS
ON LINE QUOTE FORM
CONTACT TRACKING AND FOLLOW UP
LEAD GENERATION AND PASS ON TO REPS
SAMPLE NORTH AMERICAN PLAN
 MARKETING 3
 EXISTING COMPANY CUSTOMERS
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ESTABLISH CONTACT IN N.A.
ACCOUNT PLAN
UPDATE THEM ON PRESENCE IN N.A.
FINDING NEW CUSTOMERS
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DIRECT MAILING
FAXING
E-MAILING
SAMPLE NORTH AMERICAN PLAN
MARKETING 3
 TRADE SHOWS
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TRY AT LEAST 2 THIS YEAR
SPECIFIC TECHNOLOGIES
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HDI
TELECOMMUNICATIONS
MILITARY
CHOSE THEM NOW
SAMPLE NORTH AMERICAN PLAN
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BE SUCCESSFUL:
COMMITMENT FROM ENTIRE TEAM
AGGRESSIVE SALES EFFORT
EXTERNAL FOCUS
FLAWLESS PRODUCT
EXCELLENT QUALITY
CONSISTENCY OF PERFORMANCE
ON TIME DELIVERY
INNOVATIVE TECHNOLOGY
REDUCED LEAD TIMES
CUSTOMER IS KING
ESE OF DOING BUSINESS GLOBALLY
SAMPLE NORTH AMERICAN PLAN
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WHERE DO WE GO FROM HERE?
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Agree on strategy
Develop Marketing Communications plan
Communicate strategy to team
Get team signed up for success
Find more reps
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Cover USA and Canada with reps
Schedule regular contact with them
Set goals
Visit their customers with them
Communicate with them
Support them
SAMPLE NORTH AMERICAN PLAN
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LET D.B. MANAGEMENT BRING YOU TO AMERICA.
IN THE BUSINESS FOR ALMOST 30 YEARS
 EXPERTS IN NORTH AMERICAN MARKET
 EXPERTS IN WORKING WITH REPS
 EXPERTS IN NICHE MARKETING
 EXPERTS IN STRATEGIC BUSINESS PLANS
 EXPERTS IN CUSTOMER SERVICE AND SALES SUPPORT
 WE WILL MAKE COMPANY SUCCEED IN AMERICA
OUR GOAL IS TO MAKE YOUR COMPANY SUCCESSFUL IN
NORTH AMERICA. WE TAKE FULL RESPONSIBILITY FOR
THE IMPLEMENTATION OF THIS PLAN.
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