Strategies for Building World Class Sales Organizations

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This webinar presented by Landslide Technologies features John Holland from CustomerCentric Selling and focuses on the topic of: Strategies for Building World Class Sales Organizations. How can you turn your sales team from average into "world class"?

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Strategies for Building World Class Sales Organizations

  1. 1. Landslide's Sales P3 System is a unique combination of on-demand sales software and live services. It increases sales volume by transforming individual performers into a world-class team of more effective and consistent sales producers. For more information visit: www.landslide.com or call 1-866-450-8522
  2. 2. 5 Strategies for Building World Class Sales Organizations presented by: John Holland, Co-founder & Co-author of CustomerCentric Selling® January 21, 2009 © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  3. 3. Introductions <ul><ul><li>John Holland, Co-founder & Co-author of CustomerCentric Selling® </li></ul></ul><ul><ul><li>Chris Kiminas, VP of Business Development, Landslide Technologies </li></ul></ul>Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  4. 4. Building World Class Sales Organizations <ul><ul><li>Background </li></ul></ul><ul><ul><li>Companies Surveyed </li></ul></ul><ul><ul><li>Results compiled and interpreted </li></ul></ul><ul><ul><li>Report generated </li></ul></ul><ul><ul><li>WCSO = World Class Sales Organization </li></ul></ul>SBI / CCS Collaboration © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  5. 5. Research versus Benchmarking Building World Class Sales Organizations <ul><li>Legacy Research </li></ul><ul><ul><li>Quantifies things you already know </li></ul></ul><ul><ul><li>Shows trends that do not vary greatly year over year </li></ul></ul><ul><ul><li>Facilitates comparisons to averages </li></ul></ul><ul><ul><li>Looks back on what has happened </li></ul></ul><ul><li>Benchmarking </li></ul><ul><ul><li>Seeks factors that create major benefits </li></ul></ul><ul><ul><li>Focuses on leading versus lagging indicators </li></ul></ul><ul><ul><li>Allows comparison to best practices </li></ul></ul><ul><ul><li>Allows forward-looking actions </li></ul></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  6. 6. Why compare? Building World Class Sales Organizations <ul><li>Inward-looking comparisons </li></ul><ul><li>Can be influenced by preconceived notions </li></ul><ul><li>May lack perspective </li></ul><ul><li>Facilitate evolutionary versus revolutionary change </li></ul><ul><li>Outward-looking comparisons </li></ul><ul><li>Offer different perspectives </li></ul><ul><li>Can challenge your current ideas and methods </li></ul><ul><li>Uncover new ideas to implement </li></ul><ul><li>WCSOs display a willingness to experiment with new approaches. </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  7. 7. What is at stake? Building World Class Sales Organizations <ul><li>Companies covet sustainable competitive differentiators </li></ul><ul><li>Wal-Mart and Dell lost their long-term price advantages </li></ul><ul><li>Pricing in B2B sales varies transaction to transaction </li></ul><ul><li>Companies are an announcement away from losing their advantage for products/offerings </li></ul><ul><li>WCSOs are striving to provide a better buying experience so they establish a sustainable competitive advantage in how their people sell. </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  8. 8. Five Areas of Focus for WCSOs Building World Class Sales Organizations <ul><li>Buyer enablement rather than sales process improvement </li></ul><ul><li>Outbound lead ratios </li></ul><ul><li>Pipeline ratios </li></ul><ul><li>CRM/SFA utilization </li></ul><ul><li>Salesperson training </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  9. 9. Buyer Enablement Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved <ul><li>People prefer to buy versus be sold </li></ul><ul><ul><li>Traditional CRM conflicts with this preference </li></ul></ul><ul><li>Pre-internet vendors were the “keepers of information” </li></ul><ul><li>Google searches changed the rules </li></ul><ul><ul><li>Buyers are leery of information provided by vendors </li></ul></ul><ul><ul><li>Buyers crave “transparent” information </li></ul></ul><ul><li>Social Networking has changed selling </li></ul>
  10. 10. Aligning with Buyers Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved <ul><li>Redefine selling </li></ul><ul><li>Understand initial touches are electronic </li></ul><ul><li>Have salespeople do interest processing at initial contact </li></ul><ul><li>Tailor CRM milestones to fit how customers buy </li></ul><ul><li>Determine the buying experience you want to provide </li></ul><ul><li>Set realistic expectations </li></ul><ul><li>Measure quantifiable results </li></ul>
  11. 11. Example: Aligning with Buyers Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved <ul><ul><li>Tailor CRM milestones to fit how customers buy. </li></ul></ul><ul><ul><li>Have salespeople perform interest processing at initial contact. </li></ul></ul><ul><ul><li>Enable buyer-seller activities and tools. </li></ul></ul><ul><ul><li>Determine the buying experience you want to provide. </li></ul></ul>
  12. 12. Example: Aligning with Buyers Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  13. 13. Example: Aligning with Buyers Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  14. 14. Outbound Lead Ratio Building World Class Sales Organizations <ul><li>(Outbound leads) / (Outbound leads + inbound leads) </li></ul><ul><li>Finding: WCSO have a 47% lower outbound lead ratio </li></ul><ul><li>Evidence based lead generation with cost vs. benefit provides better results </li></ul><ul><li>Lead generation is a sustainable differentiator </li></ul><ul><li>Reps without lead generation support are less effective </li></ul><ul><li>Lead generation support allows better focus on opportunities </li></ul><ul><li>This ratio is a strong indicator of rep performance </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  15. 15. Pipeline Ratio Building World Class Sales Organizations <ul><li>(Pipeline) / (Sales Quota) </li></ul><ul><li>Finding: WCSOs have a 1.75 times higher Pipeline Ratio </li></ul><ul><li>One of the best indicators of future performance </li></ul><ul><li>2.0 or higher should be the goal </li></ul><ul><li>This ratio can be done at the rep, manager, region and company-wide levels </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  16. 16. Example: Indicators of Future Performance Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  17. 17. CRM/SFA Utilization Building World Class Sales Organizations <ul><li>(Technology system – daily users) / ((Reps + (sales managers) + sales support staff)) </li></ul><ul><li>Finding: WCSO have a 70% higher utilization </li></ul><ul><li>Dictating or forcing usage is ineffective </li></ul><ul><li>If sellers feel CRM is not a fit, their use will be minimal </li></ul><ul><li>Sellers can circumvent “Big Brother” watching </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  18. 18. CRM/SFA Utilization Building World Class Sales Organizations <ul><li>WCSOs: </li></ul><ul><li>Leverage software to capture and share best practices </li></ul><ul><li>Make sure CRM provides benefits to their salespeople </li></ul><ul><li>Align milestones with how customers buy </li></ul><ul><li>Understand acceptance is critical </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  19. 19. CRM/SFA Utilization Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved Disruption B e n e f i t CEO/COO CFO VP Mktg/VP Sales Salespeople IT Benefit equal to disruption
  20. 20. CRM/SFA Acceptance & Usage Building World Class Sales Organizations <ul><li>Should be designed for different types of transactions </li></ul><ul><li>Should reflect the way buyers buy </li></ul><ul><li>Should have auditable steps (managers trust but verify) </li></ul><ul><li>Should positively affect win rates </li></ul><ul><li>Should make sellers more productive </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  21. 21. Example: Make Sellers More Productive Building World Class Sales Organizations © Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved
  22. 22. Training Hours per Sales Rep Building World Class Sales Organizations <ul><li>Average number of hours of training per rep per year </li></ul><ul><li>Finding: WCSOs spend 160% more training time </li></ul><ul><li>Includes web-based as well as classroom training </li></ul><ul><li>Management views it as an investment that will pay dividends </li></ul><ul><li>WCSOs try to allocate training budget proportionally to their vertical markets </li></ul>© Landslide 2009. All Rights Reserved / © CustomerCentric Selling ® 2009. All Rights Reserved

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