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Align Your Sales Strategy With Your Corporate Strategy
Russ LombardoPEAK Sales Consulting
(702)[email protected]
www.PeakSalesConsulting.com (702) 655-5652
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?
48%50%
2%
0%5%
10%
15%20%25%30%
35%40%45%50%
% R
esp
on
den
ts (
To
tal
# 42
)
Yes, totally Some, but notenough
No
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 &
inconsistent
Clear vision &
direction
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded &
inconsistent
Clear vision &
direction
Communication Problems,
concerns &
creativity not
shared
Top-down,
clear w/ buy-in
of goals & obj.
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded &
inconsistent
Clear vision &
direction
Communication Problems,
concerns &
creativity not
shared
Top-down, clear w/
buy-in of goals &
obj.
Management Cumbersome and
lacks verification
Processes in place
to monitor
progress
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded &
inconsistent
Clear vision &
direction
Communication Problems, concerns
& creativity not
shared
Top-down, clear w/
buy-in of goals &
obj.
Management Cumbersome and
lacks verification
Processes in place
to monitor
progress
Courage No risk-taking Instinct & guts to
make tough
decisions
www.PeakSalesConsulting.com (702) 655-5652
Symptoms
Negative Positive
Leadership Clouded &
inconsistent
Clear vision &
direction
Communication Problems, concerns &
creativity not shared
Top-down, clear w/
buy-in of goals & obj.
Management Cumbersome and
lacks verification
Processes in place to
monitor progress
Courage No risk-taking Instinct & guts to
make tough decisions
Timeliness Unnecessarily long
and drawn out
Efficient to meet
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
Marketing Marketing CampaignsCampaigns
Leads
MarketingMarketing
Tech Support
Order Processing
Customer
ServiceAccounting
Telemarketing
Management
Field Sales
The Corporate Silo
www.PeakSalesConsulting.com (702) 655-5652
The Effect on the Customer
Stop screwing with their mind!
Poor Support
Service Failures
Unmet
Expectations
Confusion
Exposure to Competition
Reduced Customer Spend
FurtherFurtherQualifyQualify
- Calls- Calls- Appts- Appts- Quotes- Quotes- Proposals- Proposals- Tech Info- Tech Info- Correspondence- Correspondence
CloseClose$$$$$$
Marketing Marketing CampaignsCampaigns
Leads
InboundInbound
MailingMailingListsLists
MarketingMarketing
Lit Kit - Outbound- Scripts- Data Gathering- Qualify- Assign Field Rep- Send Info
Tele-Tele-MarketingMarketing
- Generate Invoices- ReceivablesAccountingAccounting
AccountHistory
- Order Tracking- Customer Follow Up- Sales InquiriesCustomerCustomer
ServiceService
- Trouble Tickets- Incident Tracking- Problem Escalation
Tech SupportTech Support
Problem/Problem/ResolutionResolution
R&DR&D
CustomerCustomerProfileProfile
LeadsLeadsAnalysisAnalysis
* *
*
*
- Process Order- Fulfillment- Schedule Shipping
OrderOrderAdminAdmin
Forecasts,Forecasts,Activity Lists,Activity Lists,
PipelinePipeline
Reports
Sales MgmtSales Mgmt
Cross Sell:Cross Sell:- Addt’l Products- Addt’l Products- New Products- New Products- New Versions/Revs- New Versions/Revs- Services- Services
CompetitiveInfo
FieldFieldSales RepSales Rep
www.PeakSalesConsulting.com (702) 655-5652
Life-Cycle Management
FurtherFurtherQualifyQualify
- Calls- Calls- Appts- Appts- Quotes- Quotes- Proposals- Proposals- Tech Info- Tech Info- Correspondence- Correspondence
CloseClose$$$$$$
Marketing Marketing CampaignsCampaigns
Leads
InboundInbound
MailingMailingListsLists
MarketingMarketing
Lit Kit - Outbound- Scripts- Data Gathering- Qualify- Assign Field Rep- Send Info
Tele-Tele-MarketingMarketing
- Generate Invoices- ReceivablesAccountingAccounting
AccountHistory
- Order Tracking- Customer Follow Up- Sales InquiriesCustomerCustomer
ServiceService
- Trouble Tickets- Incident Tracking- Problem Escalation
Tech SupportTech Support
Problem/Problem/ResolutionResolution
R&DR&D
CustomerCustomerProfileProfile
LeadsLeadsAnalysisAnalysis
* *
*
*
- Process Order- Fulfillment- Schedule Shipping
OrderOrderAdminAdmin
Forecasts,Forecasts,Activity Lists,Activity Lists,
PipelinePipeline
Reports
Sales MgmtSales Mgmt
Cross Sell:Cross Sell:- Addt’l Products- Addt’l Products- New Products- New Products- New Versions/Revs- New Versions/Revs- Services- Services
CompetitiveInfo
FieldFieldSales RepSales Rep
www.PeakSalesConsulting.com (702) 655-5652
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?
37%
54%
9%
0%
10%
20%
30%
40%
50%
60%
% R
es
po
nd
en
ts (
To
tal
# 4
3)
All use the samecompany approved
process
Some use one,others do not
No
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
Sales People Sell By Process
or By Accident…
And Accidents Don’t Happen Often Enough!
For Sales to Succeed, You Need:
- Sales Training - Sales Processes
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
Sales Process
10% - Initial Contact
20% - Qualified
40% - Presentation
60% - Proposal
80% - Negotiations
90% - Final PO
100% - Closed
SALES
LEADS
Cold Call
Listen/Qualify/Understand Req’ts
Establish Credibility
Present Solutions
Negotiate/Close
Handle Objections/Keep Sale
Action
www.PeakSalesConsulting.com (702) 655-5652
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
www.PeakSalesConsulting.com (702) 655-5652
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?
26%
56%
19%
0%
10%
20%
30%
40%
50%
60%
% R
esp
on
den
ts (
To
tal
# 4
3)
Good system thatworks well
Partial system,needs improvement
No
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
Technology - Sample
www.PeakSalesConsulting.com (702) 655-5652
Measuring Success
Internal productivity gainsShorter transaction timesReduced support requirementsCustomer satisfaction measurementRepeat businessCloser customer relationshipSales force assessment and ratingIncreased 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
20% of leads distributed to channel – 80% stagnated
New Lead-Flow System 80% leads distributed to channel
Leads not for right target market or product
Marketing focused on core business as defined by Corporate Strategy
50% increase in lead quality, determined by successful entry into pipeline
New product from merger not gaining in sales
Comp plan incented Sales on new product revenue
25% increase in new product sales first year
Customer Satisfaction & Loyalty low, worsened by increased competition
Began Customer Care program
Cust. Sat. increased & defections decreased, thus loyalty increased. Increased future sales.
Dissention among competing groups (inside, outside, product-line, departmental, etc)
Instituted Team Selling programs & associated comp plans, bonus structure
Eliminated problem ~1 Qtr. Increased program cost but increased sales and retention.
Problem Action Results
www.PeakSalesConsulting.com (702) 655-5652
Summary
Corporate
Strategy/Goals
Sales Strategy
Improve Customer
Retention
Bonus plan for
Customer
Satisfaction
ratings
www.PeakSalesConsulting.com (702) 655-5652
Summary
Corporate
Strategy/Goals
Sales Strategy
Improve Customer
Retention
Bonus plan for
Customer
Satisfaction
ratings
Increase Market
Share
Compensation
geared toward
acquiring new
customers
www.PeakSalesConsulting.com (702) 655-5652
Summary
Corporate Strategy/Goals Sales Strategy
Improve Customer
Retention
Bonus plan for Customer
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
Retention
Bonus plan for Customer
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!