Establishing an Inside Sales Team


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Generic presentation on how to establish an Inside Sales (telephone sales) department, including determining team objectives, development of Inside Sales team, adapting marketing messages to Inside Sales delivery, sales call process, and evaluation of both team and individual team members.

Presentation is a sanitized version of one delivered to a specific company; budgets, specific marketing messages, and timeline implementation targets have been removed.

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Establishing an Inside Sales Team

  1. 1. Tom December 2011
  2. 2.  Introduction Determining Team Objectives Inside Sales Team Development Marketing Messages Sales Call Process Performance Evaluation Q&A
  3. 3.  Medical Device Experience  13 years Inside Sales, Team Leadership, Training, and CRM Systems Management- Novartis  1 year Channel Inside Sales & Marketing- Walman Recruiting Experience (Inside Sales)  3 ½ years Life Science Sales & Marketing personnel  3 ½ years Service Industry Management personnel  1 year Life Science Executive personnel Introduction
  4. 4.  Vehicle To:  Gain Incremental Sales with Minimal Investment  Develop Remote Accounts & Prospects  Build Relationships w/ Low Volume Accounts  Drive Sales of Targeted Products  Quickly Disseminate Messages- LIVE Inside Sales ≠ Telemarketing Introduction
  5. 5.  Goals/Results for Team  Short Term (Start Up, 6, & 12 Month)  Long Term (1 Year+)  Success Markers Sales & Marketing Management Interaction Field Sales Force Relationships Strategic Sales Projects Determining Team Objectives
  6. 6.  Team Positioning within Sales Organization Determine Sales Goals/Objectives Align Activities with Marketing Objectives Strategic Account Targeting Contribute to Overall CRM Determining Team Objectives
  7. 7.  Size/Scope of Territories  Type of Accounts Contacted  Dedicated or Shared Products Promoted  Priority, Base (Established), or New Products  Targeted or Portfolio Product Sales Determining Team Objectives
  8. 8.  Productivity Timelines Size of Team Compensation Package  Base Package  Bonus/Commission Work Hours  Flex Time for Mountain & West Coast Accounts Determining Team Objectives
  9. 9.  Successful Inside/Telephone Sales Experience Strong Verbal Communication Skills  “Positive Language” Usage  Makes Quality First Impression Technical Knowledge Aptitude High Standards Acceptance Versatility Inside Sales Team Development
  10. 10.  Reinforce Value to Sales Organization Training Program: Model on Field Sales Force  Product Knowledge Development  Field Sales Presentation System Subsequent Phone Sales Training  Modify Selling Strategy for Inside Sales Frequent Manager Listen-In (Post Training)  Selling & Territory/Time Management Skills Inside Sales Team Development
  11. 11.  Support Targeted Market Direction  Rapid Delivery to Desired Account Segments  New Product Launches  Customer Call to Action Support Flagging/Underachieving Products Support Critical Open Field Sales Territories  Maintain Sales Momentum During Transitions  Delay Filling Position Until New Fiscal Period Marketing Messages
  12. 12.  Adapt Message for Inside Sales Calls  Verbal (Non-Visual) Delivery  Sell not Tell Quick Presentations to Gain/Build Interest  Build Credibility with Customer  Establish Call Rapport Marketing Messages
  13. 13.  Awareness Consideration Evaluation Closing Usage Ladder Movement Sales Call Process
  14. 14. Goal: Gain Initial/Increased Product Usage Nurture & Qualify Account  Build Relationship AND Trust Make First Usage Decision Easy  Product Sample, Free Trial  Low Financial Commitment Remove Complexity from Sales Closing Sales Call Process
  15. 15.  Introduction Verify/Collect CRM Data Identify Decision Making Process Present Company/Brand Marketing Message Demonstrate Value of ISR Relationship Sales Call Process
  16. 16.  Further Account Understanding  Competitive Product Usage  Uncover/Understand Needs (Value-Pain-Urgency) Reinforce Company/Brand Message Product Introduction & Customer Value Gain Commitments Sales Call Process
  17. 17. Goal: Consistent Product Usage Leverage Trust Relationship Build Upon First Usage Experience Account Appreciation  Value vs. Competitors  Partnership Value Sales Call Process
  18. 18.  Previous Call Review Review Commitment Activity Close: When Account Recognizes Value  Finalize Purchase Details  Establish Follow-Up Schedule Groundwork for Usage/Portfolio Expansion Sales Call Process
  19. 19.  Move Along Product Usage Ladder 3rd Choice → 2nd Choice → 1st Choice Additional Product Portfolio Presentations Recognize: No Development Progress  Uncover Obstacles/Objections/Customer POV  Evaluate/Improve Presentation Strategy  Rethink Account Prioritization Sales Call Process
  20. 20.  Target Active Field Accounts  1 or 2 Call Max Special Product Promotions  Quick Marketing Introduction Contact Lapsed Accounts  Determine Reasons for Competitive Switch Complaint Resolution Sales Call Process
  21. 21.  Calls/Day  Inbound vs. Outbound  Sales Presentations vs. Service Calls  Decision Maker vs. Influencer/User Sales Call Length CRM Data Collection & Input Performance Evaluation
  22. 22.  Revenue Measurements  Sales/Territory & Sales/Call  Rep Sales: Month/Quarter/Year Account Development  Accounts with Sales Status Improvement Activation → Purchasing → Loyal → Advocate Cost/Call Performance Evaluation
  23. 23.  Customer Acquisition Cost Customer Long Term Value Sales Growth (Dollar and Percentage) Product Category Share Growth Performance Evaluation
  24. 24.  Team Sales Performance to Goal Account Penetration Increase to Goal Team Members Exceeding Goal Team Member Turnover Rate Perceived Value Within Sales Organization Headcount Increase/Decrease Determination Performance Evaluation