Our proprietary Sales Effectiveness Model© incorporates eight key factors that are critical to the sales and marketing success of any firm. Using this model and our diagnostic approach, we first assess where obstacles to sales success are evident at your firm. We work with you to prioritize actions in the highest-need areas and then implement a plan for resolving these and helping you attain your definition of success.
Defining Markets and Offerings—Passing the “So What?” Test
Before you define a sales strategy or attempt to redefine one that isn’t working, your offerings must have a clearly defined target market and be clear solutions for that market. Your firm must understand the market it is pursuing, why the offerings are unique, and the compelling competitive positioning. When the salespeople understand the firm’s “so what?” proposition, each one can use this information to increase their personal effectiveness.
Sales Strategy—Leveraging all available avenues including selling to existing clients
After the marketing strategy is defined, sales strategy is the next most important component. Tactical sales problems often arise because of lack of vision and focus on strategy. All available sales channels should be identified and understood. An effective cross-selling and re-selling campaign should be utilized. Having a sales strategy that is understood by all members of the sales and marketing team allows salespeople to pursue their particular channel and area with clarity of purpose.
Identifying the “Right” Talent
It’s critical that your sales people fit the role and your culture. The process to assess behavioral fit, hire and assess existing personnel needs to be clear, workable and successful. The competition for talent is fierce today, so it’s critical to identify “A” players during the hiring process, and then once hired, continue to motivate and excite those players to stay on your team. Minimizing turnover and avoiding the process of churning people through a company needs to be a key focus of any successful sales effort.
The Qualifying Conundrum/How to Most Effectively Manage Time and Efforts
From cold calling to closing, territory management to presentation skills, the hallmark of an effective salesperson is the ability to master a wide diversity of skills. Our Sales Skill Development assessment incorporates 32 areas critical to becoming a top salesperson – the most successful sales execs master most of these key skills. Several of these areas focus on an the often underemphasized and developed qualifying skill, which is really about managing time and optimizing it for selling success.
Many organizations do not align their sales compensation with their business objectives – and then create two plans in a vacuum from one another without considering, or even being aware, of the consequences of this mismatch. Compensation programs must be motivating but also must support the firm’s overall objectives in order to be effective and useful.
Sales Support, aka Marketing —The Cornerstone of Any Good Sales Effort
You may have great looking marketing materials and a slick web site, but to ensure the most effective use by salespeople, marketing communications must align with your sales process. Most firms waste time and money on materials that are never used, or are used ineffectively. Also important is the kind of support in place when your salespeople travel. Your support resources need to be clear and readily available to them to complement and enhance their efforts.
Prospecting, pipeline creation, reporting, and the integration of other business functions are critical to managing the sales process, closing deals, and ensuring a successful hand-off to customer service. The tools need to be in place and working smoothly to optimize the effectiveness of your efforts. In addition to identifying the best tools for your organization, the firm needs to train and support utilization of the tools for ongoing success.
Effective Internal Communication
Sales people are your key informational link to the outside world. The information required for effective selling and presenting the right image about your firm to the marketplace must be readily available. Critical information must be obtained from the sales team about prospects and the market and then a feedback process must be in place to build relationships, get the team motivated and create a sales culture.