Principles of Sales Leadership<br />Sales Process and Methodology<br />David W. Keelan<br />April 2011<br />
Why this presentation?<br />You might be surprised to learn that many sales organizations (even Fortune 100s) do not have ...
What is a sales process<br />A methodology that defines the steps of the sale.<br />It is customized based on the unique v...
Elements of a Sales Process<br />The funnel<br />Sales cycle<br />Prospecting and activity<br />Qualifying opportunities<b...
The Funnel<br />A sales cycle is often illustrated as a funnel.<br />It is not the whole process.<br />It is only the numb...
Lead
Qualify
Needs review
Solution match
Opportunity
Decision process
Budgeted
Opportunity
Timing
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Principles of sales leadership spm

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The first in a series of sales leadership presentations. This presentation discusses the importance of a sales process and what a sales process really is.

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Principles of sales leadership spm

  1. 1. Principles of Sales Leadership<br />Sales Process and Methodology<br />David W. Keelan<br />April 2011<br />
  2. 2. Why this presentation?<br />You might be surprised to learn that many sales organizations (even Fortune 100s) do not have a formal sales process. To a sales professional and sales leader this would be absurd and you would be right.<br />A sales process is critical to most functions of a sales organization.<br />Failure to implement a process is an invitation to mediocrity or worse.<br />
  3. 3. What is a sales process<br />A methodology that defines the steps of the sale.<br />It is customized based on the unique variables of:<br />Product and/or service<br />Company<br />Culture<br />Tools<br />Senior Leadership<br />Market<br />Customer<br />
  4. 4. Elements of a Sales Process<br />The funnel<br />Sales cycle<br />Prospecting and activity<br />Qualifying opportunities<br />Customer Decision Cycle<br />Funnel Audits<br />Training and Development<br />Performance Management<br />Culture<br />Consistency<br />Leading Indicators<br />
  5. 5. The Funnel<br />A sales cycle is often illustrated as a funnel.<br />It is not the whole process.<br />It is only the numbers<br /><ul><li>Prospect
  6. 6. Lead
  7. 7. Qualify
  8. 8. Needs review
  9. 9. Solution match
  10. 10. Opportunity
  11. 11. Decision process
  12. 12. Budgeted
  13. 13. Opportunity
  14. 14. Timing
  15. 15. Close</li></li></ul><li>The Sales Cycle<br />Defines the steps of a sale<br />Must be aligned with the customer’s decision making process<br />Tracks leads and opportunities<br />As a leading indicator it informs the rep and management if there are enough leads and opportunities to meet and exceed goals<br />Can the representative explain why each opportunity is an opportunity and why it is in that stage.<br />This is actionable data<br />
  16. 16. The Funnel<br />Are their enough leads and opportunities<br />Is the rep producing enough activity<br />Is it understood how to define a qualified opportunity<br />Is it real<br />Are we speaking to the decision maker/s (people in the know)<br />Is their a need/problem<br />Is their a solution you can provide<br />Is their a better solution<br />Who else is trying to meet the need or fix the problem<br />Is their a desire to fix the problem<br />
  17. 17. Making a Decision<br />Do we understand how the customer makes decisions?<br />Who makes the decision<br />Who influences the process<br />Who sets the budget<br />Is there a budget?<br />Is there a time frame<br />
  18. 18. Funnel Audits<br />It is important to ensure that everyone understands the sales process for an effective one on one funnel audit.<br />A sales manager must be able to conduct an effective audit based on the company sales process and methodology<br />Are all opportunities in the funnel<br />Are the opportunities real<br />Are their enough opportunities to meet future goals<br />Can the rep defend the sales cycle<br />Can the rep defend the forecast<br />Identify issues<br />Ask the right questions<br />
  19. 19. Training and Development<br />Funnel Audits will reveal:<br />Training and development opportunities<br />Sales skills<br />Qualifying<br />Closing<br />Forecasting<br />Performance Issues<br />Adequate prospecting and other sales activity<br />Marketing Effectiveness<br />
  20. 20. Culture<br />The entire organization must be trained in the sales process<br />Reps<br />Managers<br />Directors<br />Executives<br />HR<br />A sales process that is not enforced at every level is not a sales process<br />Reps and Managers must have clear expectations<br />Managers must have the support of leadership to ensure:<br />Buy in at the rep level<br />Compliance<br />
  21. 21. Consistency<br />An effective and adaptable sales process and methodology ensures consistency across sales teams<br />A leader can review the funnel and a forecast understanding which questions to ask<br />Clear expectations are set across the organization<br />Assists in training and on boarding new employees<br />Every stakeholder will learn to understand the funnel and trust the forecast<br />
  22. 22. Leading Indicators<br />Sales and Revenue Forecast<br />Proper sales activity<br />Future training needs<br />Performance Management<br />Turn over<br />Capital and operating budget requirements<br />Inventory forecast<br />Work Force Management requirements<br />
  23. 23. Principles of Sales Leadership<br />Sales Process and Methodology<br />David W. Keelan<br />April 2011<br />

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