This is a sample of my sales effectiveness program training. It is a three days course that can be followed by workshops and courses of several subject: - Business model workshop - Territory management workshop - Sales coaching workshop - Go to Market model development workshop

1. Sales Effectiveness Program for SAMPLE
AO Business Effectiveness Consulting
Ashraf Osman
27-Sep-14

2. 1
Table of Contents
SAMPLE Sales Effectiveness training ...................................................................................................................... 2
Quota® sale process training .................................................................................................................................. 2
1. Role playing and hands on exercises: ............................................................................................................. 3
2. Business Acumen skills .................................................................................................................................... 4
I. Business modeling ....................................................................................................................................... 4
II. ROI, PB period, NPV, Cash Flow Management ........................................................................................ 4
4. Account Management Topics: ........................................................................................................................ 5
5. Sales Scripting, a valuable tool that should be used ....................................................................................... 5
6. Participants’ evaluation before and after the sales effectiveness program ................................................... 6
7. Detailed Outline ............................................................................................................................................ 10

3. 2
SAMPLE Sales Effectiveness training
Sales effectiveness course is based on Quota® 10 stages sales process that is proven to be effective in sales departments of numerous industries. It is the most complete sales processes in the industry when compared to our leading competitors in the marketplace.
Quota® sale process training
Most of the sales training and coaching focuses on the selling skills, not the sales effectiveness skills. It overlooks vital stages such as prospecting and qualification. A sales professional with no prospecting and qualification skills is bound to lose time and effort, and get frustrated because of opportunities that are not qualified, or because of people who have no say in the sale.
Quota® process extends the closing stage to include multiple steps; influencer’s approval, Key Decision Making KDM, or Decision Making Unit DMU committee approval and finally the approval of Purchasing function (named Vendor Management department in some organizations). We even go the extra step and focus on what to do after the sales is closed, all the way till the money is collected and deposited in your company’s bank account.
The following table shows the summary of skills taught in Quota® sales process training:
 STAGE 1 - Prospecting
o Building a daily prospecting plan
o Introductory Script
o Getting Through ‘Screens’
o Leaving Messages
o Handling Prospecting Obstacles
STAGE 6 - Presenting a Proposal
o Seven Basic Rules to Proposal Presentation
 STAGE 2 - Qualifying
o Writing Email, Target Letters and Direct Mail
o Multiple Business Development Cycles
o Qualifying (B.P.O.U.T.)
STAGE 7 – Gaining Influencer Support
o Securing a Commitment
o 6 Core Closing skills
o Appropriate Closes per Buying Style
 STAGE 3 - The Initial Meeting
o Meeting your client
o Confidence Builders
o 6 Steps to a Professional Greeting
o Individual Motivators
o Organization Motivators
 STAGE 8 – Gaining Key Decision-Maker or Committee Commitment

o Competitive Selling Practices
 STAGE 4 - Conducting a Needs Analysis
o Needs Identification Selling
o Conducting the Needs Analysis
 STAGE 9 – Purchasing Approves, P.O. Issued
o Handling Purchasing obstacles
o Negotiating
 STAGE 5 - Product/Service Demonstration
o I.B.O.A.T.
o Committee Interview
o Presentation Preparation and Agenda
 STAGE 10 – Product/Service Delivered, Payment Received
o Post-sales service
o Written Communication
o Thank your client!

4. 3
In addition to teaching the participants the skills associated with the different stages of a sales process, we focus on hands-on exercises that were developed to our customers in different industries. The exercises are designed to cover multiple skill areas required by today’s sales professionals as per the following sections.
1. Role playing and hands on exercises:
A. The participants are divided in 4 groups, each one represents a selling company
B. Every selling company has its strength and weaknesses
C. The buying organization is represented by the senior management CXO, and director level management
D. Each selling company is given a chance to meet with the buying organization that has issued a generic RFP soliciting bidders to solve their business problems
E. The selling companies are allowed 4 meeting with the KDM or DMU, in which they are requested to identify 10 pieces of information that represent the business pains and issues.
F. Each meeting costs the selling company negative points, and each piece of information brings them positive points.
G. After the end of needs analysis phase, the participants are required to design a business solution and present it to the KDM.
H. The presentation is evaluated against the relevance of the solution to the business problems and against the quality of the presentation.
The exercises measure a multitude of skills, attitudes, and abilities of the participants such as:
1. The way the team works together, who has leadership qualities and who doesn’t
2. The ability to plan the meetings with the buying company’s committee and to dynamically change it according to what happens along the way
3. The questioning (probing) techniques to uncover the true business needs
4. The ability to turn the company’s strength into benefits to the buying organization
5. The solution design and how it maps to the business needs
6. The presentation strategy (one master of ceremonies and multiple focused professionals, or one know-it -all person stealing the thunder of everyone else, etc.)
Industries covered are:
- Banking
- Trading
- Hospitality
- Construction & development
- Municipalities
- Technology
- Other industries can be developed and customized on request to match customers’ needs

5. 4
2. Business Acumen skills
Today’s competitive economy requires a new breed of sales professionals. Relationship selling is no longer the skill that a sales professional should have. Customers value what is called “Partnership Selling”, building a social relationship with customers, playing Golf, or go fishing with them is no longer the way to sustain healthy and consistent business relationship.
That said, we have designed a set of exercises that raises the level of business acumen of sales professionals.
I. Business modeling
Moving the sales professionals from “pray & spray” mode, where they recite the features of their products to a partnership mode where they add value to their customers require an important ingredient; business acumen.
To add value to the buying organization one needs to understand what they do, how they do it, to whom, etc. In this exercise we teach the participants the basics of business modeling. Knowing the customer business model enables the sales professional to identify areas where they can add value suing their products & services.
Business Model Definition:
 The way the organization creates and delivers value to its intended users, customers and constituents
 In the world of Commerce BM is “How a company intends to make money for its shareholders and ensure continuous and healthy revenue stream “.
Business Model elements
1. Customer Segment.
2. Value Proposition.
3. Sales Channels.
4. Customer Relationship.
5. Revenue Stream.
6. Cost Structure.
7. Key Resources.
8. Key Activities.
9. Key Partners.
10. Competition
11. Financing
By the end of this section, participants will be able to build and present a business model, define its value proposition and customer segments and the rest of elements, which enables them to elevate the level of business discussions to a consulting level which adds a great deal of credibility.
II. ROI, PB period, NPV, Cash Flow Management
Oftentimes sales professionals are asked to present a Return On Investment ROI, or Payback period information to their customers, unfortunately very few know how to answer such a request.
This exercise aims at raining the awareness level of sales professionals of some financial terms that are quite beneficial and indeed separates them from their competitors. They learn how to develop a proper payment plan that matches their customer’s business need and their company’s cash flow

6. 5
These exercises are designed by Mr. Ashraf Osman who is Quota® certified and resident facilitator in ME region. His 30 years’ experience in sales and business is a great help in sales training and coaching of numerous organizations in number of industries. Further customization can be done to address the specifics of any industry as per the customer’s need.
3. Account Management Topics:
 Sales performance measurement; what to measure? How to improve?
 Tying time management to efficient selling.
 Why should you care about your customer strategic concerns?
 Competition analysis, a practical view (know your strength, assess your competitor’s)
 Dissecting your customer organization relationship map.
 Do you want to be the best? Or be unique?
 SWOT analysis
 Building an account plan (hands on)
o Set the objectives
o Create goals and quick wins
o Differentiate priority from rank
o Map the resource dependencies
o Develop the map
o Formulate the plan.
o Assign responsibilities and dates
4. Sales Scripting, a valuable tool that should be used
Scripting is the best tool a sales professional can use, but unfortunately they never practice it and in turn get into improvised discussions with their customers. The most important thing in a sales conversation is “Control”. Elite sales professionals spend hours scripting their conversations so they control and drive the discussion without any surprises.
This section of the course includes numerous scripts that cover almost all kinds of conversations and objections:
 Examples of openings (inbound and outbound)
 The right way to open your phone call
 Initial resistance scripts:
o “I’m not interested”
o “Just send/email the information”
o “We’re already taken care of/have a supplier/etc.”
o “I’m too busy/don’t have the time.”
o “We don’t have the budget/money.”
 The Definition of a Qualified Lead, qualifying checklist
 Examples of Red Flags and how to handle them:
 How to Handle Incoming Leads (Inside Sales):

7. 6
 Voice Mail Scripts
o Voice Mails left for prospects you haven’t spoken to yet:
o Voice Mails left for prospects (or clients) you’re getting back to
o Prospects that are dodging you or not calling you back
 Email secrets
 The Five Step Method of Handling Objections
 Closing scripts, handling closing objections
o The price is too high
o "I need to show this to my (partner, boss, etc.)"
o “I need to think about it / need to wait until next week/month / I’ll get back to you”
o “I already have a supplier”
o “Do you have references/I’m not familiar with your company”
o “Do you have a guarantee/I’m not sure this is for me”
o “We already have more business than we can handle”, good when you sell to distributors
5. Participants’ evaluation before and after the sales effectiveness program
Participants are evaluated before and after the sales effectiveness program against the following competencies. Sample of the evaluation is shown: COMPETENCY CATEGORIES Business Acumen
Understand general business management
Demonstrate fair competitive practices
Demonstrate ethical behavior
Understand and use contracts
Understand government legislation and governing bodies
Understand insurance and liability
Comply with corporate policies
Think globally and act locally
Follow industry standards
Understand financials

8. 7
Communication
Listen effectively
Probing questions
Provide continuous feedback
Communicate according to customer type
Deliver sales presentations
Written communication Write sales letters
Write proposals
Deliver training to customers
Educate others
Conduct telephone sales calls
Identify communication vehicles
Facilitation Consultative Selling Process
Prospect for potential customers
Plan for the initial contact
Contact the prospect
Plan the sales call
Open the sales call
Uncover needs
Present solutions/options
Address objections
Use the sales tools
Ask for the business
Negotiate terms
Follow up the sale Knowledge Management

9. 8
Know more about yourself and clients
Increase efficiency, speed at which you work
Facilitate the transfer of knowledge
Distinguish the key difference between information and knowledge
Know how to analyze information Customer Value Creation
Manage your knowledge of the customer and market
Create value for every sales opportunity
Communicate the value proposition to customers
Leverage your organization's customer value chain
Create and manage a customer value plan
Measure the value realized Relationship Building
Create a customer care process
Develop the account
Collaborate with customers to create service standards, warranties and guarantees
Educate customers
Link customers with other service/product providers within your network
Support customer initiatives
Appreciate your customers Strategic Sales Planning
Understand the corporate business plan/department objectives
Analyze and segment the market
Research the competition
Analyze individual existing customers
Analyze products/services

10. 9
Negotiate your sales target
Create your sales strategies
Set objectives to achieve your sales targets Time and Territory Management
Priority time management
Forecast sales results
Analyze customer segments
Manage sales funnel
Manage territory/customer
Manage your sales activities

11. 10
6. Detailed Outline
SESSION TOPIC READINGS
Session 1
Partnership Selling:
The Evolution of Selling
The Sales Cycle
Key Events of the Sales Cycle
Securing a Next Key Event
Portfolio Management
Stage 1 - Prospecting
Building a daily prospecting plan
Introductory Script
Learning Objectives:
Understand the key stages of Business-to- business (B2B), Business-to-Consumer (B2C) and Retail Sales Cycles. Identify the major stages of sales practices evolution over past 40 years. Identify client involvement activities at key event stages of each process.
Learn how to build a prospecting plan and introduce yourself to prospective clients (prospects).
Quota Player Workbook Pages 1-14

12. 11
SESSION TOPIC READINGS
Session 2
Stage 1 - Prospecting Getting Through ‘Gate Keepers’ Leaving Messages Handling Prospecting Obstacles
Stage 2 - Qualifying: Identifying High-Potential Prospects Sales Funnels B.P.O.U.T. Steps to Qualifying Writing Direct Mail
Ø Writing Target Letters
Learning Objectives:
Develop an understanding of various client
‘screening’ tools and how to overcome them. Acquire a basic understanding of how to respond to typical client objections/concerns.
Understand various categories of prospective clients. Identify 5 critical qualification questions and elements of each. Learn how to write Direct Mail and Target Letters.
Quota Player Workbook Pages 14-25
SESSION TOPIC READINGS
Session 3
Stage 3 - The Initial Meeting: Business development practices Meeting your client Confidence Builders Confidence Breakers 6 Steps to a Professional Greeting Individual Motivators Organization Motivators
Learning Objectives:
Learn the importance of non-verbal communication. Identify various client confidence-builders/confidence-breakers. Learn how to present yourself and company to prospective clients. Analyze various
client motivations for purchasing.
Quota Player Workbook Pages 27-30

13. 12
SESSION TOPIC READINGS
Session 4
Stage 4 – Needs Analysis: Sales Communication Skills Features & Benefits Probing Techniques How to conduct a needs analysis
Learning Objectives:
Learn how to distinguish between product/service features & benefits. Learn various sales communication skills including: open & closed probes; acknowledging statements; closing summaries; handling objections. Review needs analysis phase in preparation for quotation presentation.
Quota Player Workbook Pages 33-36
SESSION TOPIC READINGS
Session 5
Review and Role Play
Learning Objectives:
In-class custom role play allows the participant to incorporate skills learned into their own selling situation.
Role Playing exercise 1
SESSION TOPIC READINGS
Session 6
Stage 5 – Product/Service Demo: How to prepare a presentation The importance of Committee
Interviewing before presenting I.B.O.A.T. presentation format Preparing a presentation agenda
Learning Objectives:
How to structure a product/service demo for prospective clients or committees. Use of features/benefits in presentation preparation. How to use an I.B.O.A.T.
format to prepare for the demo.
Quota Player Workbook Pages 39-40

14. 13
SESSION TOPIC READINGS
Session 7
Stage 6 – Presenting a Quotation How to prepare a quotation Review of various quotation models 7 Basic Rules for quotation presentation Multiple Options vs. Single Quote
Learning Objectives:
Review various quotation models and examples. Analyze models against expected outcomes. Learn the 7 rules of quotation presentation.
Quota Player Workbook Page 43
SESSION TOPIC READINGS
Session 8
Stage 7 – Securing Influencer
Approval Use of Triangulation Technique Learn how to secure commitment Review of 6 Closing Techniques Analysis of closing techniques in
relation to purchasing motivators
Learning Objectives:
Learn how to advance the sales process with influencer support. Review & practice of various closing skills. Understand how to secure commitment using client analysis. Recognize the duality of influencer types on sales success.
Quota Player Workbook Pages 45-49
SESSION TOPIC READINGS
Session 9
Stage 8 – Securing Key Decision
Maker/Committee Approval Review client purchasing criteria Use of feature/benefits in KDM
selling strategies Competitive Selling Strategies Analysis of competitor strengths/weaknesses Competitive probing strategies
Learning Objectives:
Learn how to position your product/service against competitors. Use competitive selling skills in high-end presentations. Learn how to analyze competitors using an established strength/weakness model.
Quota Player Workbook Pages 51-54

15. 14
SESSION TOPIC READINGS
Session 10
Stage 9 – Getting Purchasing
Approval 3 Strategies for securing
Purchasing approval Communication Process at stage 9 Negotiating Skills Review
Learning Objectives:
Participants learn how to address purchasing (procurement) involvement in the sales cycle. Review of communication process skills. Analysis & practice of a basic negotiating model.
Quota Player Workbook Pages 55-56
SESSION TOPIC READINGS
Session 11
Stage 10 – Product/Service Delivery – Receipt of Payment Post-sale service checklist Client appreciation tools Review of Stages 1-10
Learning Objectives:
Learn how to successfully conclude the sales transaction and build long-term client support. Review of ten stage sales process. Ensure payment process and follow up to product/service delivery.
Quota Player Workbook Pages 59-66
SESSION TOPIC READINGS
Session 12
Role Play
Learning Objectives:
In-class custom role play allows the participant to incorporate skills learned into their own selling situation.
Role Playing Exercises

16. 15
SESSION TOPIC READINGS
Session 13
Business Modeling
Learning Objectives:
In-class custom business modeling exercise allows the participant to define a real life business model and identify where to add by offering their products and services to customers
Business
Modeling
exercise
SESSION TOPIC READINGS
Session 14
NPV, ROI and Payback Period
Learning Objectives:
In-class custom exercise allows the participant to understand the basics of cash management, how to calculate an ROI of any project and devise effective payment plan of their products and services.
NPV, ROI, and Payback period
exercise

17. 16 SESSION TOPIC READINGS
Session 15
Account Management skills
Learning Objectives:
Participants learn account management skills associated with the following topics:
 Sales performance measurement; what to measure? How to improve?
 Tying time management to efficient selling.
 Why should you care about your customer strategic concerns?
 Competition analysis, a practical view (know your strength, assess your competitor’s)
 Dissecting your customer organization relationship map.
 Do you want to be the best? Or be unique?
 Insight on : Imitation vs innovation, focus on market share vs profit
 SWOT analysis
 Building an account plan (hands on)
Account Management
Skills

18. 17 SESSION TOPIC READINGS
Session 16
Sales Scripting
Learning Objectives:
Participants learn numerous ready-made scripts that Elite sales professionals use.
The session has many exercises and role plays to practice the following situations:
 Examples of openings (inbound and outbound)
 The right way to open your phone call
 Initial resistance scripts:
o “I’m not interested”
o “Just send/email the information”
o “We’re already taken care of/have a supplier/etc.”
o “I’m too busy/don’t have the time.”
o “We don’t have the budget/money.”
 The Definition of a Qualified Lead, qualifying checklist
 Examples of Red Flags and how to handle them:
 How to Handle Incoming Leads (Inside Sales):
 Voice Mail Scripts
o Voice Mails left for prospects you haven’t spoken to yet:
o Voice Mails left for prospects (or clients) you’re getting back to
o Prospects that are dodging you or not calling you back
 Email secrets
 The Five Step Method of Handling Objections
 Closing scripts, handling closing objections
o The price is too high
o "I need to show this to my (partner, boss, etc.)"
o “I need to think about it / need to wait until next week/month / I’ll get back to you”
o “I already have a supplier”
o “Do you have references/I’m not familiar with your company”
o “Do you have a guarantee/I’m not sure this is for me”
Sales Scripting Skills