Recommended audience

• Sales Management & Leadership Professionals
• Account Directors & Senior Account Managers
• Sales Directors

Type of audience

English-speaking UK and International

Description

Sales has changed. Today, a supplier who can quantify financially how they can help their customers grow their profits will always succeed, no matter how difficult the market conditions.

“Salespeople today need business acumen to demonstrate the value they bring to the customer and the financial literacy to support it. To do this, they need not just product knowledge but insights from industry knowledge and from a deep understanding of the customer’s business.” – Professor Malcolm McDonald 2017

To communicate this acumen and literacy to their customers well, they need to be supported by financially quantified value propositions that capture the attention of customers.

According to McKinsey, only 5% of companies in the UK have financially quantified value propositions. The professor's work with the European Institute of Purchasing in Geneva and the buying directors at his Cranfield School of Management Key Account Management Best Practice Research Club confirm that only 1% of their suppliers have financially proven value propositions and for those suppliers, they are prepared to pay a premium of up to 25% to deal with them.

This recorded breakfast briefing shows the Professor and Grant explaining the nature of financially quantified value propositions, the key influencers and considerations in understanding them, and how to build them for each part of a business or target market.

Key takeaways

· The need and justification for quantified value propositions

· The benefits of value propositions to your business and your customers

· The key considerations and practical steps to producing quantified value propositions

CPD Points

CPD Points: One

Presenters

Malcolm H.B. McDonald MA(Oxon) MSc PhD DLitt DSc, FF.ISP
Emeritus Professor, Cranfield University School of Management

Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate of English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc.

He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written forty-six books, including the best seller "Marketing Plans; how to prepare them; how to use them", which has sold over half a million copies worldwide. Hundreds of his papers have been published.

Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.

Grant Oliver – NHS Virtual Ward Programme Manager

Grant has been a General Manager with over 20 years of experience in managing and advising software and IT services companies in Europe, the USA, India, the Middle East and Australia. He has worked as a CEO, Managing Director, Sales and Marketing Director and Non-Executive Director.

He is experienced in general and operational management with specialist knowledge in turnaround situations, restructuring, M&A and project implementations. He recently advised on three software acquisitions in the Utilities and Health Markets.

He has also held positions as an interim IT director in the NHS, a Finance Director of a software company and a Non-Executive Director of a Housing Association advising on IT and Procurement and a member of the Audit Committee.