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Sample Sales Strategy Not Market Strategy document sample
Document Sample
Align Your Sales
Strategy With Your
Corporate Strategy
Russ Lombardo
PEAK Sales Consulting
(702)655-5652
Russ@PeakSalesConsulting.com
Where is Your Strategy Going?
www.PeakSalesConsulting.com (702) 655-5652
Is your sales plan aligned with your
corporate strategy?
A. Yes, totally
B. Some, but not enough
C. No
www.PeakSalesConsulting.com (702) 655-5652
Sales Effectiveness & Customer
Retention Survey – Jan. 2004
Is your sales plan aligned with your
corporate strategy?
50%
48%
50%
% Respondents (Total # 42)
45%
40%
35%
30%
25%
20%
15%
10% 2%
5%
0%
Yes, totally Some, but not No
enough
www.PeakSalesConsulting.com (702) 655-5652
Impact of Misaligned Strategies
Perplexed Management
Dispersed Sales Resources and Efforts
Inconsistent Forecasts/Revenue
Conflicting Marketing Messages
Confused Customers
Negative Effects on Customer Retention
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded & Clear vision &
inconsistent direction
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded & Clear vision &
inconsistent direction
Communication Problems, Top-down,
concerns & clear w/ buy-in
creativity not of goals & obj.
shared
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded & Clear vision &
inconsistent direction
Communication Problems, Top-down, clear
concerns & w/ buy-in of goals
creativity not & obj.
shared
Management Cumbersome and Processes in place
lacks verification to monitor
progress
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded & Clear vision &
inconsistent direction
Communication Problems, concerns Top-down, clear w/
& creativity not buy-in of goals &
shared obj.
Management Cumbersome and Processes in place
lacks verification to monitor progress
Courage No risk-taking Instinct & guts to
make tough
decisions
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded & Clear vision &
inconsistent direction
Communication Problems, concerns & Top-down, clear w/
creativity not shared buy-in of goals & obj.
Management Cumbersome and Processes in place to
lacks verification monitor progress
Courage No risk-taking Instinct & guts to
make tough decisions
Timeliness Unnecessarily long Efficient to meet
and drawn out customer demands
www.PeakSalesConsulting.com (702) 655-5652
Corporate Strategy
Defines the overall
“Sales Process”
The process by which a Customer moves
throughout the entire company
www.PeakSalesConsulting.com (702) 655-5652
The Corporate Silo
Customer
Field Sales
Service
Accounting
Leads
Marketing
Campaigns Telemarketing
Order Processing
Marketing
Management
Tech Support
The Effect on the Customer
Poor Support
Service
Failures Exposure to
Competition
Confusion
Reduced
Unmet Customer Spend
Expectations
Stop screwing with their mind!
www.PeakSalesConsulting.com (702) 655-5652
Lit Kit - Outbound
- Scripts
- Data Gathering
Field Further - Calls
- Appts
*
Sales Rep Qualify Close
- Qualify - Quotes
- Assign Field Rep $$$
- Proposals
- Send Info
- Tech Info *
Tele- - Correspondence
Inbound Marketing Forecasts,
Activity Lists,
Pipeline - Process Order
Order - Fulfillment
Admin - Schedule Shipping
Leads
Mailing Sales Mgmt
Lists Competitive
Info - Generate Invoices
Marketing
Reports Accounting - Receivables
Campaigns
Cross Sell: Account
- Addt’l Products History
- New Products
Marketing - New Versions/Revs - Order Tracking
- Services - Customer Follow Up
Customer - Sales Inquiries
Service
Customer Leads Problem/ - Trouble Tickets
Profile Analysis Resolution Tech Support - Incident Tracking
- Problem Escalation
* * R&D
Life-Cycle Management
www.PeakSalesConsulting.com (702) 655-5652
Lit Kit - Outbound
- Scripts
- Data Gathering
Field Further - Calls
- Appts
*
Sales Rep Qualify Close
- Qualify - Quotes
- Assign Field Rep $$$
- Proposals
- Send Info
- Tech Info *
Tele- - Correspondence
Inbound Marketing Forecasts,
Activity Lists,
Pipeline - Process Order
Order - Fulfillment
Admin - Schedule Shipping
Leads
Mailing Sales Mgmt
Lists Competitive
Info - Generate Invoices
Marketing
Reports Accounting - Receivables
Campaigns
Cross Sell: Account
- Addt’l Products History
- New Products
Marketing - New Versions/Revs - Order Tracking
- Services - Customer Follow Up
Customer - Sales Inquiries
Service
Customer Leads Problem/ - Trouble Tickets
Profile Analysis Resolution Tech Support - Incident Tracking
- Problem Escalation
* * R&D
Does your sales team use any particular sales
process or methodology?
A. All use the same company approved
process
B. Some use one, others do not
C. No
www.PeakSalesConsulting.com (702) 655-5652
Sales Effectiveness & Customer Retention
Survey – Jan. 2004
Does your sales team use any particular sales
process or methodology?
60%
54%
% Respondents (Total # 43)
50%
40% 37%
30%
20%
9%
10%
0%
All use the same Some use one, No
company approved others do not
process
www.PeakSalesConsulting.com (702) 655-5652
Benefits of a Sales Process
A good process helps you build an accurate
Forecast
Each “stage” is clearly defined
More confidence in where you are in the
process
Helps plan your next steps
Assists with territory management, reaching
quota, task management, etc.
www.PeakSalesConsulting.com (702) 655-5652
Reality Check
For Sales to Succeed,
You Need:
Sales People Sell By Process
- Sales Training
or By Accident…
- Sales Processes
And Accidents Don’t Happen
Often Enough!
www.PeakSalesConsulting.com (702) 655-5652
Sales Training
The methodology within the process
Aligned with the corporate strategy
Includes:
• Cold calling
• Qualifying
• Listening/questioning
• Presenting solutions
• Overcoming objections
• Negotiating
• Closing
• Customer retention
www.PeakSalesConsulting.com (702) 655-5652
Sales Process
LEADS Action
10% - Initial Contact Cold Call
Listen/Qualify/
20% - Qualified
Understand Req’ts
40% - Presentation Establish Credibility
60% - Proposal Present Solutions
80% - Negotiations Negotiate/Close
90% - Final PO Handle Objections/
Keep Sale
100% - Closed
SALES
Selling The Process To Your Sales Team
• Understand the problems that need to be
solved
• What needs to be fixed
• What needs to improve (refine what’s right)
• Make sure sales reps fully understand those
problems
• Ensure benefits are for the sales team
• Include Sales Reps on the planning team
• Part of the solution
• Successful, experienced Pros
• New and struggling reps
• Communicate & train
www.PeakSalesConsulting.com (702) 655-5652
Incenting Sales to Succeed
Compensation Plan
• Drives Sales’ behavior & serves corporate strategy
• Align with corporate strategy and commitments
• Customer focus
• Should treat reps like customers
• Distinguish top, middle and low performers
• Simple to administer and understand
• Review yearly, modify accordingly
www.PeakSalesConsulting.com (702) 655-5652
Marketing’s Role
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Marketing’s Strategy
A function of the corporate strategy
Target markets, product promotions, etc.
Must be compatible with sale’s goals
Marketing campaigns & target markets
• Support Sales’ efforts
• Align with comp plans
www.PeakSalesConsulting.com (702) 655-5652
Marketing’s Strategy
Bad Marketing Strategy:
• Marketing promotes Interior Upgrades but
Sales gets bonus for selling Jet Engines
Good Marketing Strategy
• Marketing promotes end-of-quarter sale to
increase training programs, Sales gets bonus
on selling training programs!!
www.PeakSalesConsulting.com (702) 655-5652
Do you have a comprehensive lead flow system
that effectively acquires leads, qualifies them, sends
them to the appropriate sales person, and then
follows up on those leads over time?
A. Good system that works well
B. Partial system, needs improvement
C. No
www.PeakSalesConsulting.com (702) 655-5652
Sales Effectiveness & Customer
Retention Survey – Jan. 2004
Do you have a comprehensive lead flow system that effectively acquires
leads, qualifies them, sends them to the appropriate sales person, and
then follows up on those leads over time?
56%
60%
% Respondents (Total # 43)
50%
40%
26%
30% 19%
20%
10%
0%
Good system that Partial system, No
works well needs improvement
www.PeakSalesConsulting.com (702) 655-5652
Technology’s Role
www.PeakSalesConsulting.com (702) 655-5652
Technology
Used to deploy your strategy and process, not
drive It
Replicates best practices
Helps weaker sales reps succeed
Reduces learning curve for new hires
Use specialists to design & implement
www.PeakSalesConsulting.com (702) 655-5652
How Technology Helps the Customer
Follow-up
Fast answers from customer service,
support, etc.
Corporate awareness of customer history
Fast, efficient support and service
Consistency
Develops loyalty, encourages customer
retention
www.PeakSalesConsulting.com (702) 655-5652
Technology - Sample
Measuring Success
Internal productivity gains
Shorter transaction times
Reduced support requirements
Customer satisfaction measurement
Repeat business
Closer customer relationship
Sales force assessment and rating
Increased revenues, profits, ROI, etc.
www.PeakSalesConsulting.com (702) 655-5652
Measuring Success
Set the success criteria from the outset
• What are your business performance targets
• What are your technical performance targets
• How can you measure organizational and
workgroup satisfaction
Use these measures as focal
points throughout the process
• Continually seek feedback from participants
www.PeakSalesConsulting.com (702) 655-5652
Customer Example
High-tech vendor
Large reseller channel
Direct/indirect sales team
Recent merger
www.PeakSalesConsulting.com (702) 655-5652
Customer Example
Problem Action Results
20% of leads distributed to New Lead-Flow System 80% leads distributed to
channel – 80% stagnated channel
Leads not for right target Marketing focused on core 50% increase in lead
market or product business as defined by quality, determined by
Corporate Strategy successful entry into
pipeline
New product from merger Comp plan incented Sales 25% increase in new
not gaining in sales on new product revenue product sales first year
Customer Satisfaction & Began Customer Care Cust. Sat. increased &
Loyalty low, worsened by program defections decreased,
increased competition thus loyalty increased.
Increased future sales.
Dissention among Instituted Team Selling Eliminated problem ~1
competing groups (inside, programs & associated Qtr. Increased program
outside, product-line, comp plans, bonus cost but increased sales
departmental, etc) structure and retention.
www.PeakSalesConsulting.com (702) 655-5652
Summary
Corporate Sales Strategy
Strategy/Goals
Improve Customer Bonus plan for
Retention Customer
Satisfaction ratings
www.PeakSalesConsulting.com (702) 655-5652
Summary
Corporate Sales Strategy
Strategy/Goals
Improve Customer Bonus plan for
Retention Customer
Satisfaction ratings
Increase Market Compensation
Share geared toward
acquiring new
customers
www.PeakSalesConsulting.com (702) 655-5652
Summary
Corporate Strategy/Goals Sales Strategy
Improve Customer Bonus plan for Customer
Retention Satisfaction ratings
Increase Market Share Compensation geared
toward acquiring new
customers
Reduce Expenses Provide tools for Sales to
do remote
meetings/demos
www.PeakSalesConsulting.com (702) 655-5652
Summary
Corporate Strategy/Goals Sales Strategy
Improve Customer Bonus plan for Customer
Retention Satisfaction ratings
Increase Market Share Compensation geared
toward acquiring new
customers
Reduce Expenses Provide tools for Sales to do
remote meetings/demos
Prevent Customer Defection Streamline sales process,
order processing, follow-up,
etc.
www.PeakSalesConsulting.com (702) 655-5652
How did you like my presentation?
A. Loved it, can’t believe I learned so much
B. Looking forward to getting back to start
implementing these ideas
C. Hated it. Wish I stayed at the bar!
www.PeakSalesConsulting.com (702) 655-5652
Thank You!
Russ Lombardo
PEAK Sales Consulting
(702)655-5652
Russ@PeakSalesConsulting.com
www.PeakSalesConsulting.com
