Designing a Transformational Sales Team SALES PROCESS INSIGHTS UNCOVER INNOVATION OPPORTUNITY In the US: One South Broad Street, 19th Floor | Philadelphia, PA 19107 Tel: (001) 215.922.3800 | www.electronicink.com In the UK: 1st Floor Alderman's House, 34-37 Liverpool St . | London, EC2M 3UJ Tel: (+44) 20.3011.0113 | www.electronicink.com When a multi-national European energy company asked Electronic Ink to assess their underperforming retail sales force our design researchers found ambitious and skilled sales reps who felt frustrated within a process they saw as counterproductive. We found a sea of sales data where the reps needed clear, filtered information to shape more strategic sales activities. Electronic Ink mapped current sales activities from the perspective of sales representatives, customers, systems and data. Hours wasted calling on unqualified prospects; waiting around for the wrong contact; and delaying deals as they sifted through information to find standard pricing were all mapped and anno- tated. These insights drove the development of innovative activity models, information dissemination and system designs that transformed sales activities and outcomes. Summary 5% Already a Customer. 30% Boss not around. 2% Cannot sign deal. 2% Price not accepted 3% Not an SME 53% In contract 5% Frustrated and gives up 2% Successful sale 40% Successful sale BEFORE AFTER 10% Price not accepted Finding the right person to sell. The Sales Transformation 25% Boss not around. 25% Still in contract AFTER AFTER AFTER Time for a Successful Sale 360% faster sales process BEFORE Market Share Assuming the number of customers lost stays constant, along with 40 FSAs using the new tool, we estimate that EDF Energy could achieve 1200 sales per week. Assuming an average value of £2,500 leads to a figure of £3 million of extra sales/week. Sales per Week BEFORE 4 sales per week Slow sales execution, with time wasted on poor prospects. 30 sales per week 90 mins 25 mins 750% increase in efficiency of sales agents 6% market share 282,000 customers BEFORE 7.5% market share 339,000 NEW customers in a year