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SESSION 1 | MAY 19, 2021
Virtual and hybrid sales
How to create and implement new sales models, where physical and virtual contact will intersect and complement each other?
There is a need for a flexible, multi-channel, efficient and customer-focused sales organization - COVID has forced us all to accelerate toward a much more efficient and effective engagement model with our customers.
RODOLFO LUZARDO
KELLOGG SCHOOL OF MANAGEMENT
Session description
Because of the pandemic and restrictions, many companies had to start selling virtually. Sales visits were simply impossible. Also, sales in traditional customer outreach channels, which required physical presence, ceased or were severely curtailed. Companies and salespeople had to adapt to this situation, but what was created by the method of rapid adaptation is usually far from ideal. What should an effective hybrid sales model look like? Most studies of customer behavior show that it will not return to its pre-pandemic state. Hence the need for each company to develop a new way of selling that corresponds to new ways of buying.
Through this session you will learn:
RODOLFO LUZARDO SPECIAL GUEST
ZS ASSOCIATES, KELLOGG SCHOOL OF MANAGEMENT
Principal at ZS, a global leader in sales consulting and commercial strategy. With more than 20 years of professional experience in finance, operations and consulting, Rodolfo Luzardo has advised leading global companies over the past decade. His experience includes B2B sales and marketing strategy with a particular focus on large-scale commercial transformations related to go-to-market strategy, merger integration and price optimization. He lectures on sales strategy topics at the Kellogg School of Management at Northwestern University and has published numerous articles on sales force performance, strategic management and transformation.
VITOLD JANKOWSKI
PRESIDENT OF ICAN INSTITUTE AND EDITOR-IN-CHIEF OF ICAN MANAGEMENT REVIEW
One of the most experienced strategic consultants in Europe. Initiator of groundbreaking meetings for Polish business with world management authorities in the areas of leadership and organizational culture formation, such as Dr. Marshall Goldsmith, Prof. Dave Ulrich and Prof. Heike Bruch.
An ardent supporter and promoter of the evidence-based management concept. He is an experienced lecturer: in 1992-2000 he taught in MBA programs at business schools in Canada, and today he runs development programs for top managers in Poland (Management™, Strategic Leadership Academy™, Personal Leadership Academy™). He has worked with many companies as a consultant and trainer (including Goodyear Poland, SAP, Lyreco, Lotos, Hestia, Ciech SA, TPSA, Eurozet, GlaxoSmithKline, Kolporter, PSB Group, Węglokoks).
PIOTR FĄDERSKI
VICE PRESIDENT OF SALES. SALES FOR CEE REGION, SALESFORCE
He has nearly 20 years of experience in the IT industry, having held various positions in finance, business operations, and most importantly sales and distribution at companies such as HP, CA, VMware, and most recently Citrix. He has managed and transformed organizations in EMEA, as well as in the DACH and Emerging Markets regions, including Russia/CIS, Eastern Europe, MENA and Africa. One of his core competencies is leading international organizations in high growth regions.
PAULA WĄSOWSKA, DBA
EXPERT, ICAN INSTITUTE
She is an experienced lecturer, trainer, public speaker, moderator and participant in panel discussions, consultant and expert on innovation and competitive strategy, as well as a presenter of conferences, congresses and workshops, both in Poland and abroad. She has gained professional experience in Poland, Central Europe, emerging markets and Silicon Valley in California.
Since the beginning of her career, which she began in the first half of the 1990s, she has been involved in the Internet technology industry. At Cisco Systems, with which she was associated for more than 13 years until 2014, she served as director of market development for Central and Eastern Europe within the Internet Business Solutions Group (IBSG) consulting group. Prior to that, she was, among other things, co-founder of Internet Technologies Poland. She designed and implemented the e-business model and planned the marketing and sales strategy for Dell Computer Poland, and co-created the marketing and communications strategy at Nokia. She holds a Doctor of Business Administration (DBA) degree from the Institute of Economic Sciences of the Polish Academy of Sciences. She is a graduate of the University of Montreal's Canadian Executive MBA, the University of Warsaw's Faculty of Applied Linguistics, the University of California at Los Angeles (UCLA), the Protocol School of Washington and the ICAN Institute's Academy of Strategic Leadership. Member of supervisory boards of companies and non-governmental institutions, vice president of the Association of Professional Speakers in Poland.
WOJTEK MENDYKA
CEO, MEANING MAKERS
With more than 20 countries, 10 years and Fortune 500 clients, Wojtek works with the biggest and best in their industries on a regular basis, creating and delivering training on building effective messages in leadership and sales. He is the founder and head trainer at Meaning Makers where he teaches how, by understanding and using the principles of the human brain, you can interest, engage and be remembered by your customers and audience. In a world full of uncertainty and information overload, Wojtek helps leaders, experts and sales departments speak so that they are listened to, by shaping a message that effectively communicates value, reaches the audience and influences their decisions
ANTONI POMYKAŁA
TECHNOLOGY EXPERT AND MANAGER. TECHNOLOGY SALES
Digital transformation consultant with international experience in selling digital products and services provided by Polish and international technology corporations. Passionate about digital transformation with in-depth understanding of technology and high communication skills, enthusiast of remote and hybrid working model, with extensive experience and daily practice in virtual sales on Microsoft 365 and Teams platforms.
Conference program
Witold Jankowski
- Four revolutions in sales organization models
- How is the technology revolution changing B2C and B2C sales?
- Where are B2C and B2B coming together in terms of processes and organization, and what are the implications?
- What is the hybrid sales model?
- What is the logic behind the division between face-to-face and virtual sales activities?
- What is the role of technology, management and skills in the hybrid model?
Piotr Fąderski
- Why does the new normal mean having to adapt quickly to change?
- What are the new challenges in the perspective of managing business, employees and customer relations?
- Salesforce Anywhere tool presentation
Wojtek Mendyka
- Why is your most important customer the human brain and how to reach it virtually?
- What can you do to control your key message and make it stand out in the information chaos?
- How to use the attention paradox to keep it with the viewer on the other side of the screen?
- Why is your agenda not a prize (for the decision maker's brain) and how to change it?
Rodolfo Luzardo
- Was the COVID-19 pandemic a disruptive or accelerating factor in sales?
- How have B2B customers evolved - how have their buying habits changed?
- Why are many companies slow to respond to changes in customer behavior?
- What is an agile sales organization? What values underlie it?
- How has the pandemic and social isolation changed consumers' expectations of contact with a vendor?
- The importance of digital sales interactions today - how and where do your customers buy?
- How do you customize customer service through virtual channels to create engaging experiences?
- How can sales teams create additional value along the path to purchase and thus not lose their role as intermediaries?
Paula Wasowska
Antoni Pomykała
- How do digital interactions with customers, co-workers and callers differ from traditional ones?
- The true nature of virtual contact - limitations, pitfalls, variety of tools
- How can virtual interactions provide additional value and deepen human relationships?
- What methods of contact work well online and which do not?
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