Senior Sales Executive Roundtable Sales Effectiveness: Negotiating and Partnering with Customers

Transcription

1 The 2013 Senior Sales Executive Roundtable Sales Effectiveness: Negotiating and Partnering with Customers October 10 11, 2013 The Conference Board Conference Center, New York, NY Roundtable Sponsor

2 Who should attend Senior sales and marketing executives, and those responsible for sales operations, management, and pricing. What you will learn - Insights from senior sales and marketing executives on sustaining strategic relationships with customers and developing negotiation - as an organizational discipline. Strategies for using negotiation to avoid value leakage manage - complex customer negotiations and sustain pricing. How to manage difficult customers and transform complex customer negotiations Partial list of speakers Kurt Kwok, Vice President, Corporate Marketing, Applied Materials Jim Mayberry, Vice President, Marketing and Corporate Sales Operations Boston Scientific Corporation Brenda Dennis, Senior Director, WW Sales Strategy, Planning, Strategic Insights, Cisco Systems Bobby Bloom, Vice President, General Manager, Automotive Aftermarket, USA, Robert Bosch

3 Thursday, October 10, 2013 Day One Beyond Skills: Enabling Sales Negotiation as a Critical Business Process registration and continental breakfast 8:30 9 am welcome and introductions: 9 9:30 am How is Negotiating Capability a Critical Component of Today s Sales Organization? This session will introduce the key issues being addressed during the roundtable including the benefits of developing an organization-wide negotiation capability. Christine Hess, Program Director, The Conference Board a 9:30 10:30 am Avoiding Value Leakage in the Sales Negotiation Process: Leading Edge Practices This keynote session will explore where and how substantial value regularly gets lost in the sales negotiation process, and share how to build out the kind of negotiation process that enables sales success. What are the best ways to avoid value leakage during a sales negation? What steps and tools should the sales force use to avoid value leakage? What are the best ways for sales leaders to enable their sales people to drive consistently strong negotiated results? networking refreshment break 10:30 11 am b 11 am noon Ensuring Systematic Preparation for Consistently Successful Negotiations Sales negotiations are complex, involving multiple stakeholders, issues and priorities. This session will explore the importance of, and key strategies for, systematically preparing for negotiation; how to do so not only before the negotiation, but throughout it; and how to use it to make mid-course corrections. Jim Mayberry, Vice President, Marketing and Corporate Sales Operations Boston Scientific Corporation networking luncheon noon 1 pm c 1 2 pm Group Discussion: Transforming a Complex Customer Negotiation In this session, attendees will explore some well proven strategies for changing the game in negotiation, and participate in small group practice on a case that requires applying these strategies on order to successfully manage in a complex customer negotiation. Call Customer Service at

4 Christine Hess, Program Director, The Conference Board d 2 3 pm Enabling Pricing Success through Macro Negotiation Strategies Sustaining pricing and margins in sales negotiation requires strong at the table strategies for demonstrating value and negotiating to price accordingly. Well before this, however, is a set of activities that if engaged in properly have an even greater effect. How does the sales executive looks across various sets of customers and determine the overall negotiating positioning and plan? With which customers do we want to negotiate a showcase deal? With which customers do we want to set other precedents that will send the right messages into the marketplace? With which customers might we want to walk away from and how? How do we manage pricing exceptions internally, and explain them externally to ensure successful negotiated price over time? networking refreshment break 3 3:15 pm e 3:15 4 pm Extreme Negotiations - Lessons from the Army for Negotiating High Risk, High Stakes Deals Deciding how to manage a customer and how much to invest in terms of resources should be determined by the kind of customer it is. Drawn from a recent HBR article, developed in large part in Afghanistan, it will explore common traps, their implications, and pragmatic strategies for avoiding them. Sharing stories and examples along the way, MAJ Hollenbeck will share the highly effective Army officers approach complex negotiations, and lead the group in drawing the parallels to corporate sales negotiations. MAJ Neil Hollenbeck, Instructor, Department of Behavioral Science, Unites States Military Academy, West Point and co-director, West Point - Negotiation Project f 4 5 pm Panel: Developing and Enabling Negotiation as an Organizational Discipline Organizations are engaged in many negotiations each day, externally and internally. To drive results requires having more than just a few very experienced, skilled negotiators doing the job. It requires sales executives defining, developing, and enabling negotiation as an organizational discipline, just as they might for ensuring customer satisfaction, effective prospecting, or solution selling. This interactive panel will feature senior sales executives who will share how they and their organization have developed negotiation as a true business capability and enabled negotiation as a business process. Kurt Kwok, Vice President, Corporate Marketing, Applied Materials Jim Mayberry, Vice President, Marketing and Corporate Sales Operations Boston Scientific Corporation

5 Friday, October 11, 2013 Day Two Beyond Skills: Building & Managing Strategic Relationships with Customers registration and continental breakfast 8:30 9 am welcome and introduction 9 9:30 am Should and Can Customers Really Become Partners? This session will give an overview of key strategies for strategically managing key customer relationships and how to develop a strategic partnership with the right customers. Christine Hess, Program Director, The Conference Board a 9:30 10:15 am Developing Customers as Strategic Partners What are the characteristics of a customer where it is worth investing in develop a strategic partnership? What is the value to you? How might one convince the customer of the value of this? What are successful strategies for successfully transforming a relationship with a customer into a partnership? What are the strategies for managing it successfully over time? If one decides not to develop a partnership, what other kinds of relationships with a key customer might they still decide to develop, and how? Each of these questions will be explored, and discussed among the group, in this interactive session. networking refreshment break 10:15 10:45 am b 10:45 am noon Successful Customer Management Programs: A View from Procurement and Sales This session will feature viewpoints from a sales executive and a procurement executive. Each will share insights on key attributes of a successful customer management program, the value in developing them, the challenges to developing them, and what it takes to really build them and make them work. networking luncheon noon 1 pm c 1 2:15 pm Group Discussion: Managing Difficult Customers In this session, attendees will explore some road-tested strategies for managing difficult conversations with customers, and participate in small group practice on a case that challenges them to apply these strategies to successfully deal with a tough customer. Presentations Available online in advance of the roundtable

6 Christine Hess, Program Director, The Conference Board d 2:15 3 pm Re-launching Broken Relationships with Customers Customer relationships sometimes drift over time, they often get strained, and other times they become truly damaged. When this occurs, how does one best diagnose the problem, engage the customer in addressing this, and actively work to improve the relationship? This session will focus on exploring methodology for re-launching a broken relationship, and then sustaining a healthy relationship, on each of four dimensions: relational, operational, strategic, and financial. Bobby Bloom, Vice President, General Manager, Automotive Aftermarket, USA, Robert Bosch networking refreshment break 3 3:15 pm e 3:15 4 pm Linking Strategic Segmentation and Customer Management Strategies How any given relationship with a customer should be managed, how much to invest in each, how much resource to put up against each, etc. should be decided based on the kind of customer it is. This session will explore how to strategically tier customers (not simply based on revenue), and systematically make differential decisions about how best to manage the relationship for each of the various tiers of customers. Specific strategies for managing different kinds of relationships will also be discussed. f 4 5 pm Organizational Approaches to Building and Sustaining Strategic Relationships with Customers In this closing panel, attendees will hear how to build, manage, measure, and sustain strategic relationships with key customers. The panelists will focus on how to engage in joint planning with key customers, jointly uncover new ways to improve value delivered and reduce total cost, demonstrate and fairly distribute value delivered, jointly anticipate and plan for important changes to the customer environment, and, where appropriate, partner to develop truly innovative solutions. Moderator conclusions 5 pm Call Customer Service at

7 Registration Information Online Phone :30 am to 5:30 pm ET Monday through Friday The 2013 Senior Sales Executive Roundtable Sales Effectiveness: Negotiating and Partnering with Customers October 10 11, 2013 The Conference Board Conference Center, New York, NY October 10, 2013 Beyond Skills: Enabling Sales Negotiation as a Critical Business Process ( ) October 11, 2013 Beyond Skills: Building & Managing Strategic Relationships with Customers ( ) Registration per day Associates $1,035 Non-Associates $1,135 Registration for both days Associates $1,863 Non-Associates $2,043 Hotel Accommodations Fees do not include hotel accommodations. For a listing of local hotels, please contact customer service. The Conference Board Conference Center 845 Third Avenue (between 51st and 52nd Streets) 3rd Floor New York, NY Cancellation Policy Full refund until three weeks before the meeting. $500 administration fee up to two weeks before the meeting. No refund after two weeks before the meeting. Confirmed registrants who fail to attend and do not cancel prior to the meeting will be charged the entire registration fee. Team Discounts per person For a team of three or more registering from the same company at the same time, take $300 off each person s registration. One discount per registration. Multiple discounts may not be combined. Printed on New Leaf Insight (FSC ), which is made with 100 percent recycled fiber and 100 percent post-consumer waste, processed chlorine free, and designated Ancient Forest Friendly TM. Printed and bound by Sheridan Communications Inc., Alpha, NJ, an FSC -certified printer. No films or film-processing chemicals were used in the printing. The Conference Board and the torch logo are registered trademarks of The Conference Board, Inc. Program subject to change. April 2013

8 The 2013 Senior Sales Executive Roundtable Sales Effectiveness: Negotiating and Partnering with Customers October 10 11, 2013 The Conference Board Conference Center, NY The Conference Board 845 Third Avenue, New York, NY Promotion Code