Guiding your way to a successful sales transformation
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Rarely have business and sales leaders had as many challenges as in recent years: - Fierce competition; - Market saturation; - Strong pressure on margins; - Harsh price competition. Add to this list, the changes in B2B buyer behaviour and higher expectations, and you have a cocktail that puts a tremendous amount of pressure to change rapidly. But this is also a huge opportunities for companies who can better read their market and adapt faster. This is why we present this webinar; it will allow you to: - Have exclusive insights on the B2B environnement in Canada; - Get an action plan to transform your sales for better results; - Avoid the common mistakes of sales transformation; - Learn the best methodology to transform your sales. This presentation is intended for all business and sales leaders that are looking for growth, increase in their revenues and in their market shares, differentiation, and shorter sales cycles.
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Guiding your way to a successful sales transformation
- 1. GUIDING YOUR WAY TO A SUCCESSFUL SALES TRANSFORMATION WHY, WHEN & HOW?
- 2. Frédéric Lucas Sales growth expert & Prima Resource CEO
- 3. AGENDA 1. Sales transformation context 2. How to approach sales transformation 3. How to avoid commom pitfalls 4. Steps and methodology for sales transformation
- 5. HOW WE’VE EVOLVED • Sales training • Sales management training • Sales infrastructure • Extreme support • Change management
- 6. WHY TRANSFORM SALES • Increase revenues • Improve margins • Reach critical mass • Differentiate yourself • Sell value • Shorten sales cycle • Gain market share
- 7. CHANGE IN B2B AND B2C PURCHASING HABITS
- 8. 2. HOW TO APPROACH SALES TRANSFORMATION
- 9. COMPANY LEVEL STRATEGIES • BHAG • Values • Vision & mission (why?) • Positioning (white space) • Customer segments • Differentiation • Business goals • Priorities • Etc.
- 10. SALES LEVEL STRATEGIES • Channels • Message • Grow or acquire? • Compensation • Sales force architecture • Price • Demand generation • Major accounts • Product launch • Etc.
- 11. 3. HOW TO AVOID COMMOM PITFALLS
- 12. ERRORS RELATED TO SALES TRANSFORMATION • Underestimate the level of change required • Underestimate the help and support needed • Underestimate the degree of change required by sales management • Overestimate the level of responsibility of representatives
- 13. MAIN ISSUE WITH TRANSFORMING SALES How to accelerate implementation (time to result) by minimizing risks
- 14. EXAMPLE OF A MEDIA COMPANY Conditions: • New technologies • Customer has changed • Explosion of competition Strategy: • Sell a full solution • Brand image • Sales force architecture • Target • Alignment • Critical behaviours • Differentiation Transformation: • Recruit a sales manager • Training on new offers • Sales process • CRM • Indicators • Reporting • Sales skills • Sales DNA • Sales methodology • Conversation
- 15. EXAMPLE OF A MANUFACTURING COMPANY Conditions: • Stagnant income • Strong competition • Consolidation in the market Strategy: • Product innovation • Marketing to the end customer • Marketing strategy • Roles and responsibilities • Target • Alignment Transformation: • Relationship with channels • Territory coverage • CRM • Account management process • Nature of sales meetings • Sales skills • Sales coaching • Goals • Sales DNA • Conversation • Sales methodology
- 16. RISKS RELATED TO SALES TRANSFORMATION • Confusion • Anxiety • Frustration • Resistance • False start
- 17. COMPLEX CHANGE MANAGEMENT (KNOSTER) Vision Skills Incentives Resources Action Plan + + + + = Change Vision Skills Incentives Resources Action Plan + + + + = Confusion Vision Skills Incentives Resources Action Plan + + + + = Anxiety Vision Skills Incentive s Resources Action Plan + + + + = Resistance Vision Skills Incentives Resources Resources Action Plan + + + + = Frustration Vision Skills Incentives Resources Action Plan + + + + = False start
- 18. 4. STEPS AND METHODOLOGY FOR SALES TRANSFORMATION
- 20. ANALYSE THE SALES FORCE Impact 2 3 4 5 1 2 40% Coaching 53% Motivates the Sales Organization 60% Holds Others Accountable 47% Recruiting
- 21. ONBOARDING • Strategy • Vision • SMART Goals • Metrics • Resources • Constraints • Quickwins • Customize • Contextualize
- 22. ENABLE • Sales management • Sales methodology • Sales process and indicators • CRM
- 23. ALIGN • Message • Product mix & Market mix • Sales playbook • Onboarding playbook • Sales management playbook • Marketing, operation and financial alignement
- 24. TRANSFORM • Optimise systems and processes • Reinforce skills and competencies • Co-developement • Share knowledge • Internal university
- 25. OUTCOME • Better revenue • Better margins • Gain market shares • Strong sales culture • Recession proof • Competition proof
- 26. YOUR NEXT STEPS • Establish your business strategy • Establish your sales strategy • Analyse your sales force • Manage change • Leverage technology • Incremental improvements
- 27. QUESTIONS
Editor's Notes
- Transformation of an evolution from sales training to what we do to do… we no longer train, but transform. Talk about that