Whitepaper: Sales Consulting v2
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Whitepaper: Sales Consulting v2

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In any company, sales are the lifeblood. This may sound like a truism but it is self evident that many companies forget this fundamental aspect of their business and as result don’t pay enough ...

In any company, sales are the lifeblood. This may sound like a truism but it is self evident that many companies forget this fundamental aspect of their business and as result don’t pay enough attention to maintaining the health of this key function.
Fundamentally, not many businesses can trade for long with below budget sales performance, and the longer poor sales performance continues, the fewer options are available for corrective action.
Yet, how many companies, have got to a point where the business is delivering revenues and yet there is no real understanding of how that success has been achieved or what might need to be done to ensure its maintenance.
Of course this is particularly pertinent in the current difficult economic climate and now, more than ever it’s important that all sales opportunities are maximised and all the right tools and processes are in place to ensure continued growth and ongoing profitability.

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    Whitepaper: Sales Consulting v2 Whitepaper: Sales Consulting v2 Document Transcript

    • Prepared by: Selling People Jan 2013
    • White Paper – Sales ConsultingBy Selling PeopleJanuary 2013 www.sellingpeople.bizContent1. EXECUTIVE SUMMARY .................................................................................... 32. SELLING PEOPLE’S APPROACH AND METHODOLOGY .............................. 33. SALES AUDIT .................................................................................................... 54. PLANNING, PROCESS AND GOSPA ............................................................... 55. VALUE PROPOSITION ...................................................................................... 76. SALES CYCLE ................................................................................................... 77. ACCOUNT SEGMENTATION AND TERRITORY MANAGEMENT ................... 78. SALES PROCESS AND METHODOLOGY ....................................................... 89. RECRUITMENT AND INDUCTION .................................................................... 810. BENEFITS ....................................................................................................... 811. INVESTMENT ................................................................................................. 812. ABOUT SELLING PEOPLE ............................................................................ 8 Copyright © Selling People (SMDI Ltd) Contact: www.sellingpeople.biz +44 020 3397 3270 Version: 3 Page 2 of 9
    • White Paper – Sales Consulting1. Executive SummaryIn any company, sales are the lifeblood. This may sound like a truism but it is self evidentthat many companies forget this fundamental aspect of their business and as result don’tpay enough attention to maintaining the health of this key function.Fundamentally, not many businesses can trade for long with below budget salesperformance, and the longer poor sales performance continues, the fewer options areavailable for corrective action.Yet, how many companies, have got to a point where the business is delivering revenuesand yet there is no real understanding of how that success has been achieved or what mightneed to be done to ensure its maintenance.Of course this is particularly pertinent in the current difficult economic climate and now,more than ever it’s important that all sales opportunities are maximised and all the right toolsand processes are in place to ensure continued growth and ongoing profitability.Every company needs to ask itself;  How much more are my sales team really capable of?  Have we got people who are not giving 100%?  How effective are our sales managers and directors at motivating our sales force?  How many reasons and excuses have we heard about why sales are down?  Are we a sales driven company?  Do we all know what the sales goals and targets are?  Are we clear as to what our differentiators are?  Do we understand and know our competition?  What are our strengths and weaknesses?Having in place the plans and processes that will enable you to easily to answer these and ahost of other questions will put you one step ahead of your competitors.This White Paper is designed to discuss all of the key aspects of Selling People’s salesconsultancy programme that will fully arm you for that challenge.2. Selling People’s Approach and MethodologySelling People’s whole approach to sales consulting is built around a fundamental basis thateach company is unique. This approach recognises that, although there are recognised andstandard processes, these have to be applied on an individual basis.Our approach is all about improving sales performance by analysing your current salesmethodology, sales processes and people and establishing what you could be doing betterBy providing an objective and independent view we are able to see things clearly andensure that you get the results you need:  developing an effective sales and marketing proposition to acquire more customers  strategies for growth and testing new products or services  adopting a more consultative and solution sales approach, training and mentoring sales staff  improving sales processes and systems, performance management and incentivisation Copyright © Selling People (SMDI Ltd) Contact: www.sellingpeople.biz +44 020 3397 3270 Version: 3 Page 3 of 9
    • White Paper – Sales Consulting  reviewing account and territory management  improving forecasting to deliver accuracy, predictability and reliability  Ensuring that recruitment is efficient and successful.  Is there sufficient training and is it right for your needs.  Looking at the business planning process.In any trading environment, the key to success is to ensure that a company is sales led andclient focused.This can only be achieved through the setting of clear and achievable goals. This is the keyelement of Selling People’s consultancy approach.Selling People’s Methodology is focused on the development of clear Goals and Plans thatare customised to a particular client’s needs.For example when we look at winning new business, we recognise that this can be one ofthe most difficult of all the sales and marketing activities not least because in most cases thecustomer you are seeking to win is already serviced by a competitor.To be effective, new business acquisition needs to be part of the overall strategic sales planrather than something that one assumes or hopes sales people are doing.Key questions that we generally want to address when we work with clients to win newclient business are:  What is the profile of the preferred customer for you?  Have you identified all of the potential preferred customers in your different market sectors?  What are the critical factors that will induce a customer to move the business to you?  What does the new business pipeline look like?  What are the critical steps in the process to win a new client?  What are the expected conversion ratios?  What is the decision making process and time?  What is the target for new client business?  Who is responsible?  How do we know that we are on track to achieve the target?In general what we want to see is a well thought through plan to identify and win newcustomer business that forms part of the strategic sales plan. Copyright © Selling People (SMDI Ltd) Contact: www.sellingpeople.biz +44 020 3397 3270 Version: 3 Page 4 of 9
    • White Paper – Sales Consulting3. Sales AuditThe Sales Audit is Selling People’s starting point for any consultancy engagement. It isdesigned to provide a series of meetings to establish where your business is, where youwant to go and a plan of how to get there.This process will capture all of your sales and business processes and cover such areas as;  Review of business and sales and marketing history  Value propositions and unique selling points.  Target markets  Go to market strategy  The sales process  Customers and prospects and pipeline review  Qualification and forecasting  Collateral, messaging, marketing and web site  Products and service strategy  Lead generation processWe will also look at core areas of your sales activity including;  Sales Strategy & Channel Management  Customer Management and Development  Sales Force Activity  Skills and People Development – Field Sales  Point of Sale/Influence Management & Development  Key Account Management and Development  Key Account Skills and Tools  Distributor & Third Party Management4. Planning, Process and GOSPADuring the initial audit process we will review all of the planning processes currently inplace.A robust planning and review process is necessary for any organization bigger than ahandful of people. At the very least a good plan is a document that can communicate thekey objectives, strategies and plans of an organization to all the staff. Such knowledge isinvaluable in building committed teams and for all employees to be singing off the samehymn sheet.In the sales environment a number of different plans are required:  Strategic plan - typically a 2 - 5 year plan that covers at a high level the Goals, Objectives, Strategies, Plans and Actions (GOSPA) for all the departments in an organization Simplicity and focus are good watchwords.  Annual plan / budget - every year the strategic plan is reviewed and an annual plan developed to move the company towards the long term goals, but taking account of the current environment and opportunities.  Territory - each sales executive and sales manager should spend a short amount of time planning their activities for the year in order to exceed their target. This plan should be reviewed with the sales executive on a quarterly basis. On a monthly and Copyright © Selling People (SMDI Ltd) Contact: www.sellingpeople.biz +44 020 3397 3270 Version: 3 Page 5 of 9
    • White Paper – Sales Consulting perhaps weekly basis meetings will take place with the sales executive to review their forecast.  Account plans - these are needed only for the major or strategic accounts and should receive wide circulation within the organization in conjunction with the customer treatment strategies for major accounts.Selling People will work with you to help in the creation of all of these plans as needed.Specific focus will be applied during the planning and strategy development phase to theSwelling People GOSPA process. This acronym stands for Goals, Objectives, Strategy,Plan and Action and represents a vital methodology for building out a plan in a logicalsequence.This underpins the overall sales strategy and is designed to provide a “living” foundation thatprovides a basis for continual assessment, review and amendment as required to reflectchanging circumstances. The overall goal is fixed with the resultant strategy, plans andactions that can be changed in order to meet that goal.GOSPA is a simple process that provides a proven methodology for formulating sales andbusiness strategies with agreed outcomes, actions, deliverables and timescales in a waythat can be easily understood and communicated to all staff. Copyright © Selling People (SMDI Ltd) Contact: www.sellingpeople.biz +44 020 3397 3270 Version: 3 Page 6 of 9
    • White Paper – Sales Consulting5. Value PropositionYour Value Proposition is the key element of the product or service that you are selling andhow you position it will have a significant on sales success or failure.We provide a well defined process for helping organisations determine the best ValuePropositions to take to market. This has to be carefully tied to what are the keydifferentiators (or unique selling points) of your offer.Mapping the critical business issues, to buyer and company types, understanding theirmotivations, and where they are in the life cycle adoption curve can greatly increase theefficiency of your market targeting and hence the success of subsequent lead generationand sales resources.6. Sales CycleAn understanding of the sales cycle for your business is crucial in order build the right salesstrategy.Selling People will work with you to provide a model that will easily allow you to see andtrack where you are in the sales cycle at any point during an individual sale or a campaign.This will allow you to mange resources more effectively and ensure that the right resource isavailable at any given time during the cycle to maximise the chance of ongoing success andincreased revenues.7. Account Segmentation and Territory ManagementHow should I segment my customers and allocate sales territories to be successful in thelong term? Selling People will advise on building customer management strategies.You need to ensure that you can easily differentiate the service you provide your bestcustomer compared to your worst customer? However, this also means having a clearformula for deciding who is your best, and who is the worst customer?We all know that our customers are a key part of our success.  Do you have a strategic customer programme? What is it?  What do you do for the small or unprofitable customers?  What about all the rest - all those mid tier companies?Having clear strategies for this will be fundamental to you maximising the value from yoursales and marketing organisation. Selling People will use proven methods to help you insetting out a clear process and strategy to help build a robust and successful customermanagement plan. Copyright © Selling People (SMDI Ltd) Contact: www.sellingpeople.biz +44 020 3397 3270 Version: 3 Page 7 of 9
    • White Paper – Sales Consulting8. Sales Process and MethodologyIf you have a successful team, what defines that success? How do you do it? How do yourepeat and grow it? If a new team member joins, how do you get him up to speed as quicklyas possible? Can you teach old dog new tricks?Sales people do not usually like any form of process but it is very useful to have onedefined, not least for all the non sales people in your organisation. Also in conjunction withthe training and induction it allows you to quickly bring new employees up to speed.The development of an agreed and well defined sales process is a fundamental element ofthe consultancy service that Selling People delivers. It is vital for a successful salesorganisation.9. Recruitment and InductionHow do you professionally recruit somebody? Get some tips here and see the professionalapproach we take with our clients. Once you have got them onboard, how do you make surethey are successful - or at least minimise their chances of failure?Recruiting the wrong person can be a very costly mistake. Selling People will show you howto minimise the likelihood of making the wrong decision.10. BenefitsTo summarise, the benefits of utilising Sales Consultancy are simple:  Increased sales  Improved long term performance from your sales teams  Improved processes and foundation for on-going success11. InvestmentIf you feel that you can benefit from the programmes offered by Selling People’s SalesConsultancy we are confident that any Return on investment will be seen through immediateimprovements in sales practices, an increased pipeline and ultimately increased salessuccess.12. About Selling PeopleSelling People was founded in 2003 and has rapidly become Europe’s leading salesoutsourcing agency. SP has provided market evaluation, lead generation and salesoutsourcing services to a variety of companies.Selling People is UK based but is part of the Branch Service operation with offices in 20countries and 60+ sales executives allowing us to put together pan European solutions.We operate in many sectors but our specialism is the demanding IT software sales sector.Within that sector we have particular expertise in: Business intelligence & knowledge management Help Desk & service management CRM & customer service ERP Copyright © Selling People (SMDI Ltd) Contact: www.sellingpeople.biz +44 020 3397 3270 Version: 3 Page 8 of 9
    • White Paper – Sales ConsultingWe maintain our own intelligence/data gathering system and watch and research the abovesectors as well as the UK’s top 100 IT spenders and the Mergers and Acquisitions market inthe UK, as these are often key to our clients.Selling People operates using a number of full time employed sales and telemarketingexecutives, including in-house project and sales management. We supplement this withexternal associate resources to extend our skills and geographic coverage. Our externalnetwork consists of approximately 200 associates allowing us to operate in many sectorsand geographic areas.Selling People Ltd Phone: 020 3397 3270Unit 12, The Power HouseHigham Mead Email: enquiries@sellingpeople.bizCheshamBuckinghamshire Web site: www.sellingpeople.bizHP5 2AH Copyright © Selling People (SMDI Ltd) Contact: www.sellingpeople.biz +44 020 3397 3270 Version: 3 Page 9 of 9