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The Nine Drivers of Successful
Telesales
By Jeffrey Feuer
President, Customer Solutions Group
March 7, 2013
2Confidential and Proprietary
About Customer Solutions Group
• Telephone Sales Outsourcing and Consulting Firm
• Since 199...
3Confidential and Proprietary
About Jeff Feuer
• UCLA BA Economics, 1983
• Harvard MBA, 1987
• Consultant for The Boston C...
4Confidential and Proprietary
Nine Elements of Inside Sales
1. List
2. Offer
3. Call Guide
4. Management
5. Software
6. Ph...
5Confidential and Proprietary
Nine Elements of Inside Sales
• Every Inside Sales Function Uses All Nine
• Maximized Result...
6Confidential and Proprietary
Sales Vectors
E E E E E E E E E E E E E E E E E E E E E E
E E E E E E E E E E E E E E E E E ...
7Confidential and Proprietary
Presentation Overview
• Nine Elements of Inside Sales (completed)
• Two Most Common Vector T...
8Confidential and Proprietary
SVT1: Single Evolving
• Founder and CEO Develops a Visionary Product
– Rigorous product R&D
...
9Confidential and Proprietary
Single Evolving Vectors
Vector #1a
Vector #1b
Vector #1c
1. List
2. Offer
3. Call Guide
4. M...
10Confidential and Proprietary
Single Evolving Vectors
• Single Evolving Vector
– Talent driven
• Hire best talent you can...
11Confidential and Proprietary
Single Evolving Vectors
• Nine Element Overview:
Element Comments
1. List Smaller
2. Offer ...
12Confidential and Proprietary
SVT2: Multiple Planned
• Multiple Planned Vector
– Management driven
• Process created, enf...
13Confidential and Proprietary
Multiple Planned Vectors
Failed
Failed
Vector #1
Vector #2
Vector #3
Vector #4
Vector #2b
V...
14Confidential and Proprietary
Multiple Planned Vectors
• Sales Vector Development similar to Product Dev
Product
Developm...
15Confidential and Proprietary
Multiple Planned Vectors
• Nine Element Overview:
Element Single Evolving Multiple Planned
...
16Confidential and Proprietary
SEV or MPV?
• Sometimes Product Dictates
• Often a CEO Decision
Single Evolving Vector Mult...
17Confidential and Proprietary
SEV or MPV?
• SEV and MPV Can be Combined
– Serially
• Lead qualification  MPV
• Closing ...
18Confidential and Proprietary
Nine Elements - A Deeper Dive
• Each Element is Different for
SEV and MPV
Element
1. List
2...
19Confidential and Proprietary
Prospect List
• Selling = Converting Prospect List  Customer List
– Have a prospect list
–...
20Confidential and Proprietary
Offer
• Slight Variations in Terms and Conditions Can
Yield Large Differences in Sales
– St...
21Confidential and Proprietary
Call Guide
• Central to Multiple Planned Vectors
– Often missing or incomplete
– When prese...
22Confidential and Proprietary
Call Guide
• Objectively Evaluate Your Value Proposition
– Most founders overestimate abili...
23Confidential and Proprietary
Call Guide
• Ensures Language Buyers need to Hear
– Credibility builders
– Risk relievers
–...
24Confidential and Proprietary
Call Guide
• A Section for Each Selling Step
• Voicemail
– When, how often, what to say
• G...
25Confidential and Proprietary
Management
• Hire According to Style
– SEV: Motivator
– MPV: Coach
26Confidential and Proprietary
Sales Software
• What Can Sales Software Do?
– Address book
– Calendar
– Note keeper
– List...
27Confidential and Proprietary
Sales Software
• Match Software to Your Sales Method
– SEV  generally fewer features, less...
28Confidential and Proprietary
Sales Software
• Enforce “Data Discipline”
– Sales personality resistant to recording outco...
29Confidential and Proprietary
Phone
• Single Evolving
– Simpler phone needs
• PBX
• POTS
• Cell Phones
• Multiple Planned...
30Confidential and Proprietary
People
• SEV: Hire “Sales Process Inventors”
– Fast on their feet
– Provide knowledge
– Set...
31Confidential and Proprietary
Fulfillment
• Fulfillment is a Sales Function
– Usually SEV; not large enough for MPV
• Aft...
32Confidential and Proprietary
Reports
• How Management Optimizes Sales Vectors
– How are leads being used?
– Who isn’t wo...
33Confidential and Proprietary
Reports
• Productivity Report
– Outcome of every dial
• Funnel Report
– Conversion rate thr...
34Confidential and Proprietary
Questions?
Jeffrey Feuer
jfeuer@InsideSalesLab.com
President, Customer Solutions Group
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The Nine Drivers of Successful Telesales

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Telephone sales is an excellent way to grow any business but success is often elusive. Jeff Feuer, President of Customer Solutions Group shares his perspective after over 25 years in the business.

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The Nine Drivers of Successful Telesales

  1. 1. The Nine Drivers of Successful Telesales By Jeffrey Feuer President, Customer Solutions Group March 7, 2013
  2. 2. 2Confidential and Proprietary About Customer Solutions Group • Telephone Sales Outsourcing and Consulting Firm • Since 1993; 150 Employees • 350+ Clients • 20 year Consulting Practice – Startup firms & startup initiatives of Fortune 1,000 firms • InsideSalesLab – 50 seat sales incubator in Denver, CO – Build, test, measure, improve sales processes • Web Lead Harvesting – 100 Idaho-based agents
  3. 3. 3Confidential and Proprietary About Jeff Feuer • UCLA BA Economics, 1983 • Harvard MBA, 1987 • Consultant for The Boston Consulting Group • 27 years designing & managing sales teams – 2 years strategy consulting for Fortune 500 firms – 5 years inside sales line manager – 20 years sales consulting & outsourcing • Created specialized sales management software
  4. 4. 4Confidential and Proprietary Nine Elements of Inside Sales 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales Strategic Executional Analytic
  5. 5. 5Confidential and Proprietary Nine Elements of Inside Sales • Every Inside Sales Function Uses All Nine • Maximized Results When Elements: – Are synchronized with one another – Match the product’s • Complexity • Customization • Margins…and other factors • The Nine Elements Combined = a “Sales Vector”
  6. 6. 6Confidential and Proprietary Sales Vectors E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E
  7. 7. 7Confidential and Proprietary Presentation Overview • Nine Elements of Inside Sales (completed) • Two Most Common Vector Types • Review Each Element, (time permitting) 1. List 2. Offer 3. Call guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports • Questions & Answers
  8. 8. 8Confidential and Proprietary SVT1: Single Evolving • Founder and CEO Develops a Visionary Product – Rigorous product R&D • Early Sales to – Personal contacts – Early adopters • Hire Sales Manager – 9 Elements – 1 Evolving sales vector R & D Methodology Product Development Internal and field Testing Analyze Data
  9. 9. 9Confidential and Proprietary Single Evolving Vectors Vector #1a Vector #1b Vector #1c 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales
  10. 10. 10Confidential and Proprietary Single Evolving Vectors • Single Evolving Vector – Talent driven • Hire best talent you can afford • Comfortable because they represent product in its best light – Customized • Talent inventing their way into success one lead at a time • Scaling = hire more talent – Evolves due to • Drift • Opportunity • Failure • Best for Complex, Customized, or High Margin Products
  11. 11. 11Confidential and Proprietary Single Evolving Vectors • Nine Element Overview: Element Comments 1. List Smaller 2. Offer Negotiated 3. Call Guide None or very loose 4. Management Motivators, curators 5. Software SalesForce.com; ACT!; GoldMine; Others… 6. Phones PBX, POTs, Cell Phones 7. People - High end / educated / experienced - Knowledge based training 8. Fulfillment Customized 9. Reports Results Oriented – filed by sales persons
  12. 12. 12Confidential and Proprietary SVT2: Multiple Planned • Multiple Planned Vector – Management driven • Process created, enforced by management • Largely talent independent – Repetitive • Rapidly scalable – Evolves due to • Management decisions • Best for Simpler, Semi-Custom, Moderate Margin Products
  13. 13. 13Confidential and Proprietary Multiple Planned Vectors Failed Failed Vector #1 Vector #2 Vector #3 Vector #4 Vector #2b Vector #4b 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phone 7. People 8. Fulfillment 9. Reports Sales
  14. 14. 14Confidential and Proprietary Multiple Planned Vectors • Sales Vector Development similar to Product Dev Product Development Internal and field Testing Analyze Data Sales Vector Development Field Testing (make calls) Analyze Data
  15. 15. 15Confidential and Proprietary Multiple Planned Vectors • Nine Element Overview: Element Single Evolving Multiple Planned 1. List Smaller Larger 2. Offer Negotiated Standard 3. Call Guide None or very loose Tight flow; some wording 4. Management Motivators, curators Coaches 5. Software SalesForce.com; ACT!... Insidesales.com; Aspect… 6. Phones PBX, POTs, Cell Phones Dialers, Recordings 7. People - High end - Knowledge based training - Mid or low level - Train by doing 8. Fulfillment Customized Standardized 9. Reports Results Oriented Effort and results oriented
  16. 16. 16Confidential and Proprietary SEV or MPV? • Sometimes Product Dictates • Often a CEO Decision Single Evolving Vector Multiple Planned Vector Top of the line sales people Good people / top of the line process Vectors micro adjust & evolve One at a time Little testing Vectors rigid Many at a time Testing many variables Best anecdotal feedback Best data
  17. 17. 17Confidential and Proprietary SEV or MPV? • SEV and MPV Can be Combined – Serially • Lead qualification  MPV • Closing  SEV – Through product differentiation • Expensive, customized version • Moderate priced, standardized version • Whether SEV or MPV Must Have Consistent Elements
  18. 18. 18Confidential and Proprietary Nine Elements - A Deeper Dive • Each Element is Different for SEV and MPV Element 1. List 2. Offer 3. Call Guide 4. Management 5. Software 6. Phones 7. People 8. Fulfillment 9. Reports
  19. 19. 19Confidential and Proprietary Prospect List • Selling = Converting Prospect List  Customer List – Have a prospect list – Eliminate less likely purchasers – Find early markers of future success • Prioritize – Work the best leads each time – Don’t leave any leads behind • Record outcomes accurately – Data from early failures can drive future success • Track and test results from a large variety of lists – Compiled, subscriber, trade show, aggregator web leads, organic web leads, sales person rolodexes
  20. 20. 20Confidential and Proprietary Offer • Slight Variations in Terms and Conditions Can Yield Large Differences in Sales – Startup costs • Free to paid – Credit terms – Cancellation flexibility – Refund policy – Price
  21. 21. 21Confidential and Proprietary Call Guide • Central to Multiple Planned Vectors – Often missing or incomplete – When present, often not followed – Critical to testing MPV’s • Forces Preparation • Software Set Up Document • Foundation of Training & Coaching – Sets expectations – Central to performance evaluation
  22. 22. 22Confidential and Proprietary Call Guide • Objectively Evaluate Your Value Proposition – Most founders overestimate ability to communicate a product’s appeal – Compact message (30 seconds) • Simplify the product – Proper positioning • Relative to something prospects already know
  23. 23. 23Confidential and Proprietary Call Guide • Ensures Language Buyers need to Hear – Credibility builders – Risk relievers – Cost / benefit analysis – Emotion: <insert joke here> – Explain features but emphasize benefits Feature Benefit Because we provide 1,000 hits… … more prospects see your ad and purchase. Our widgets come in 12 colors… … so everyone gets one they like. We have been in business for 63 years... … because we provide excellent value not because we have the lowest initial price.
  24. 24. 24Confidential and Proprietary Call Guide • A Section for Each Selling Step • Voicemail – When, how often, what to say • Gatekeeper – How to get through – 85% of dials spent reaching decision makers – Only half of all decision maker reaches result in presentations • Decision maker – What to present, in what order – Goals for each call – When to present pricing • Close – When, how • Objection / Rebuttal – No sale made without objections and rebuttals
  25. 25. 25Confidential and Proprietary Management • Hire According to Style – SEV: Motivator – MPV: Coach
  26. 26. 26Confidential and Proprietary Sales Software • What Can Sales Software Do? – Address book – Calendar – Note keeper – List proritizer – Language guide – Data gatherer • Every dial • Order & payment – Reports engine • Keeps track of everything
  27. 27. 27Confidential and Proprietary Sales Software • Match Software to Your Sales Method – SEV  generally fewer features, less expensive – Records each step (sales phase) – Records each vector (campaign) • Invest Appropriately – System purchase only first step • Gets the most scrutiny – Set up and maintenance • More expensive and important than purchase – Reports
  28. 28. 28Confidential and Proprietary Sales Software • Enforce “Data Discipline” – Sales personality resistant to recording outcomes • Not administratively inclined • Protect their worth to the firm – Use sales software to gauge, boost productivity • 40 vs. 120 dials per day • Guides desired presentation flow • Order taking accuracy
  29. 29. 29Confidential and Proprietary Phone • Single Evolving – Simpler phone needs • PBX • POTS • Cell Phones • Multiple Planned – Complex phone needs • Dialers • Call recording system
  30. 30. 30Confidential and Proprietary People • SEV: Hire “Sales Process Inventors” – Fast on their feet – Provide knowledge – Set free, watch and measure • MPT: Hire “Sales Process Followers” – Coachable – Preparation through practice • Role play written call guide aloud • Role play while using sales software – Record adherence to process
  31. 31. 31Confidential and Proprietary Fulfillment • Fulfillment is a Sales Function – Usually SEV; not large enough for MPV • After Sale is “Made:” – Lots of opportunity to lose it – Lots of opportunity to cross sell, upsell • Ongoing Account Management a Sales Function – Often MPV – Lots of opportunity to cross sell, upsell
  32. 32. 32Confidential and Proprietary Reports • How Management Optimizes Sales Vectors – How are leads being used? – Who isn’t working hard enough? – Where do we get stuck? – Is follow up timely? – What price works best?
  33. 33. 33Confidential and Proprietary Reports • Productivity Report – Outcome of every dial • Funnel Report – Conversion rate through each step in sales process • Lead Snapshot Report – How many leads at every stage; do we have enough • Fulfillment / Outcome Report – What sold – Why the rest didn’t close
  34. 34. 34Confidential and Proprietary Questions? Jeffrey Feuer jfeuer@InsideSalesLab.com President, Customer Solutions Group

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