Improving Sales Effectiveness - Key Success Factors
Here you are running the marketing and sales function for your company. The competition is intense. The resources are scarce. Time is running out. Sales need to improve by leaps and bounds in order to meet the goals. Quite often such situations lead to extreme pressure on the sales persons often leading to low morale and attrition. How does one accomplish sales effectiveness like a hot knife goes through butter? Is there a way that can accomplish the goals through processes which enable your sales force to perform better? Sure, read on!
Increasing Sales effectiveness can be accomplished through (a) Improved Marketing Processes and (b) Improved Sales Processes. Let me address these one by one.
Improved Marketing Processes:
(a) Have a 60 seconds differentiated brand promise for the company.
(b) Crystal clarity on target segments and their needs and purchase drivers.
(c) The Service or Product Offering must have a clear and differentiated brand promise.
(d) Operational brand promise which appeals to the technical buyer or influencer.
(e) Business level brand promise which appeals to the Economic Buyer.
(f) Price should include the cost to serve over the life of the contract/product.
(g) Build relationship management, user training and ongoing support into the price.
(h)Define the sales process with sales tools necessary at each stage of the sales process.
(i)Develop confirmation tests to confirm whether opportunities are indeed moving forward.
Improved Sales Processes:
(i) Have a dedicated Inside Sales Team, responsible for opportunity qualification.
(ii)Have a separate Opportunity Management Team, responsible for conversion.
(iii) Have a robust opportunity qualification process. Say “No” to mirages.
(iv)Commit resources only to opportunities worth winning/chasing.
(v)Review movement of opportunities from stage to stage objectively.
(vi)Review losses and wins without witch hunting.
(vii) Sign contracts only when win – win is possible for company and client.
Cheers
Paul Simon Arakkal
Increasing Sales effectiveness can be accomplished through (a) Improved Marketing Processes and (b) Improved Sales Processes. Let me address these one by one.
Improved Marketing Processes:
(a) Have a 60 seconds differentiated brand promise for the company.
(b) Crystal clarity on target segments and their needs and purchase drivers.
(c) The Service or Product Offering must have a clear and differentiated brand promise.
(d) Operational brand promise which appeals to the technical buyer or influencer.
(e) Business level brand promise which appeals to the Economic Buyer.
(f) Price should include the cost to serve over the life of the contract/product.
(g) Build relationship management, user training and ongoing support into the price.
(h)Define the sales process with sales tools necessary at each stage of the sales process.
(i)Develop confirmation tests to confirm whether opportunities are indeed moving forward.
Improved Sales Processes:
(i) Have a dedicated Inside Sales Team, responsible for opportunity qualification.
(ii)Have a separate Opportunity Management Team, responsible for conversion.
(iii) Have a robust opportunity qualification process. Say “No” to mirages.
(iv)Commit resources only to opportunities worth winning/chasing.
(v)Review movement of opportunities from stage to stage objectively.
(vi)Review losses and wins without witch hunting.
(vii) Sign contracts only when win – win is possible for company and client.
Cheers
Paul Simon Arakkal
posted by Paul Simon Arakkal at
10:57 PM
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