The strongest sales growth comes from optimising the quality of each customer’s experience of your sales team to differentiate them as one that delivers value.
Your ability to implement your sales strategy depends largely on having the right sales model. We’ll look at your business goals, growth aspirations and brand strategy to help you to define the optimum sales channel and model for your business: self-service, transactional, direct, channelled, tiered or a blended approach.
The right structure for your sales team will help you to implement your sales strategy more rapidly. This step also includes looking at your current sales team’s roles, skill sets and performance to identify gaps and design a plan to remediate them. This will also include identifying broad sales roles such as new business, account management, channel managers, telesales & telemarketing. We’ll also be looking at sales management roles and how sales managers can best support and coach team members.
Having a repeatable sales process included in your sales strategy helps your business to grow by sharing best practises and speeding-up onboarding of new team members and resellers.
We’ll start this step by looking at your market research and interviewing the sales team and any sales support teams (e.g. pre-sales, operations and customer success) and customers to understand how your customers buy. We’ll then review your current policies and standards, sales process definitions and related tools and systems.
We’ll map these onto your customers’ buying process to identify areas for improvement and generate an initial recommendation which we’ll workshop together with your sales team to define and document your new sales process. This could involve a new business focus, the use of account managers, an account-based marketing approach or a combination of these.
Ensuring that marketing and sales are aligned on targets, positioning, messaging, pricing and lead management is essential to the success of your sales strategy and the growth of your business.
If you feel that there is a gap between your marketing and sales teams that is preventing growth, we can run a parallel project to synchronise the two teams.
As part of the documentation we’ll also implement a forecasting system based on gates and thresholds that allows the sales team and their leaders to regularly and consistently review and report on opportunities as they progress through the sales process, align resources and accurately forecast close dates and values.
This will help you to ensure that your sales strategy remains on track as well as providing a reliable planning tool for other teams in your company such as implementation, operations, finance etc.
Sales teams often struggle to maintain a sufficient volume of opportunities at each stage of their sales funnel which will eventually lead to missed targets. Together we’ll also implement a pipeline review process so that sales managers get a far horizon view of the health of each sales person’s pipeline and can identify the support needed to ensure that individual pipelines are full of opportunities at every sales stage. If your sales managers are not familiar with the concept of managing via the pipeline, I can arrange training via a third-party organisation.
In order to maximise the efficiency of your sales strategy and processes we’ll work with your CRM solution provider to align your sales strategy and sales process within the application to increase its use, enforce compliance with the new process, ease reporting and ensure sharing of accurate information with sales supporting functions, marketing and business operation teams. This is normally delivered as an optional final step.
If during the process we identify training needs, we’ll work together with one of our specialist sales training contractors to design a training programme to bring your sales team’s skills up to the required level.
If you need to bring people into the business, I can ease the recruitment process by creating job descriptions and advertisements, benchmarking compensation plans so you know how much to pay, reviewing CVs, and shortlisting and interviewing candidates to uncover their sales skills, experience and ambitions.
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