The Sales Process


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The Sales Process

  1. 1. The Sales Process Is yours optimized?
  2. 2. What if you could: • Gain more positive control of your selling effort • Sell more efficiently….total time, time to close • Reduce your overall cost of closing • Focus your total resources for selling on getting results • Improve your success ratio • Have more confidence in your sales forecasts • Be better and more efficiently informed about your key programs • Have meaningful feedback and real time control of your selling effort • Be in a strong position to drive real improvement rather than simply working harder
  3. 3. There is a way forward to a more productive Selling Effort: The Opportunity for dramatic improvement lies in a single powerful realization:
  4. 4. Selling is simply a Process : A PROCESS like any other in your business
  5. 5. Selling is a process! Many of the tools, attitudes, programs and methods used to manage the factory can be adapted to administer the selling process.
  6. 6. Create a New Way of Thinking: • Believe it! Selling is a process like any other • Your sales process can be mapped and documented as a series of steps/operations. • Then steps can be optimized • Like any other process, selling can be measured and controlled for results • Any sales process can be continuously improved and the results tracked through measurement
  7. 7. Sales Success- Getting a Good Start: “You can design the best sales process ever but if it is aimed the wrong way all you will do is a perfect job of executing failure.” T. Brown Successful sales plans flow from well developed and fully supported strategic planning which incorporates accurate, detailed market data and realistic business self assessment: “You need facts, best thinking, tough minded realism and vision linked to measurable action.” T. Brown
  8. 8. Successful Selling Starts with well executed Strategic Planning: Understand/Define what you want Define your market and your place in it Remember that Realism and Accuracy determine quality Always get the Outside View- avoid your bias Then plan well- Facts, thought, realism, and vision linked to measurable actions for all responsible players.
  9. 9. Strategic Planning: Where will we be active? One Action Oriented Model -Which Products -Which Geographic Areas -Which Core Technologies -Which Value Creation Stages -Which Markets Arenas What will be our speed and How will we get there? -Internal development sequence of moves? Economic Vehicles -Joint Ventures -Speed of expansion/growth Staging Logic -Licensing -Sequence of initiatives -Acquisitions Differentiation How will we win? -Image -Customization -Price D.C. Hambrick and J.W. Fredrickson, -Styling (Design) quot;Are You Sure You Have a Strategy?“ How will we obtain our returns? -Reliability Academy of Management Executive, November 2001. -Lowest costs due to scale advantage -lowest costs through scope and replication advantages -Premium prices due to unmatchable service -Premium prices due to proprietary product features
  10. 10. Sales Planning- Reduce your Global Strategic View to Specific Assigned Actions by sorting downwards: Start with the big Picture Market Map Strategic Overlay Run it through your Play Book Target Market Look at your total “slice” Target Accounts Decide what you can handle High Priority Accounts Identify the best pieces Detailed Account Action Plans Define action (Sales, Operations ,Development, Management)
  11. 11. New /Target Customer Selection- Pick the right targets and get results by starting from your strategic plan: Strategic Fit? Product Fit Competition Resources Required Profit Potential Overall Risk
  12. 12. Sales Planning and Performance Toolkit
  13. 13. Some Tools and Techniques: • Overall Sales Process Improvement • Maximizing Customer Exposure • Focusing Resources for Results • Controlling for Results • Managing the Customer Base
  14. 14. Sales is a process- Improve it! • Map your existing sales process • Discover your best practices-what works? • Eliminate non value added activity • Optimize your process for results • Identify and institute meaningful controls • Create measurements to provide control feedback • Continue and Repeat!
  15. 15. Time on Target Planning- Maximize your customer exposure: • Pick the right sales targets • Avoid selling distractions…do what wins • Understand and then optimize your selling time usage • Narrowly focus available time on objectives • Eliminate non value added activities
  16. 16. Manage what you decide to do- Lower your noise level and improve results: • Recognize that resources are limited • Realize that absent setting priority all customer demands have equal weight • Seize the power of saying “no” and use it as leverage to gain customer commitment • Demand that everyone think like a business person. • Keep you focus on the overall goal
  17. 17. Sales Project Management: “Sales is a process like any other” • Structure your overall sales project approach- tollgate system? • Assign a Leader/Process Owner for each project • Establish inescapable clear ownership for results. • Accept that Sales Success is a shared outcome • Identify the individual tasks- assign and schedule- interlock objectives • Regularly Measure Project Progress against goals • Correct, Adjust and Act!
  18. 18. Manage your existing Customer Base- Analyze and Classify your Customers: – Strategic Fit – Size – Future Potential – Total Resource Required per Profit $ – Overall Profitability Only the future has value…..being in love with history will hold you back.
  19. 19. Manage your Customer Base- Act!: • Act on what you learn…now! • Manage account time according to overall potential • Eliminate effort on non productive accounts…..stop and drop. • Adjust non profitable accounts • Stop other effort where it doesn’t advance the sale • Adjust your sales method to the situation
  20. 20. There are hundreds of other ways forward to Sales Improvement if you remember: Selling is simply a Process : A PROCESS like any other in your business- - Understand, Measure, Control, Improve and Succeed $$.
  21. 21. The Sales Process Is yours optimized? About the Author: Tim Brown is the Managing Partner of Brevis Consulting; a firm that helps mid-sized companies improve their results. In his thirty years of senior level management experience he has led organizations in North America, Asia and Europe as General Manager, Senior VP of Marketing and Sales, National Marketing Manager, Business Unit Manager and Product Manager in several successful global mid-sized businesses. He can be reached by calling +1 (508) 758-2441 or sending e-mail to . © 2006 BREVIS Consulting