This document discusses how Sales Process Engineering can help companies cut sales costs, increase revenue and profits. It involves designing a systematic, integrated sales and marketing process aligned with how buyers make decisions. This includes planning, generating awareness and leads, qualifying and influencing buyers, developing solutions, and retention. It ensures sales and marketing alignment, provides metrics to measure performance, and helps companies understand buyer behavior and scalability.

1. How to cut sales costsHow to cut sales costs
…. marketing overhead…. marketing overhead
…. & increase revenue and profits…. & increase revenue and profits
withwith
Sales Process EngineeringSales Process Engineering
www.salesprocess.co.uk
T: 0044 20 8870 4976 UK

2. Agenda for ChangeAgenda for Change
When budgets are tight...
People & organisations are reluctant to buy...
Markets are more competitive than every before.
Sales success demands:-
1. A systematic, fully integrated sales & marketing process that is
aligned with how buyers make real-world buying decisions.
2. Then automate the process, to make best use of your existing
CRM and on-line media and data sources
It starts by designng an end-to end sales &
marketing process like this.... (next slide)

3. Sales Process Engineering:Sales Process Engineering:
The Planning SystemThe Planning System
MarketMarket
PlanningPlanning
Target
niche market(s)
•
Identify customer
problem(s)
•
Differentiate our
solution(s)
•
Define & prep
Channels
AccountAccount
PlanningPlanning
Build segmented
database
•
Map
‘Buyer Process’
USPs, objections,
tipping point
•
Prep Sales Team:
Forms
•
Differentiated Offer
GenerateGenerate
AwarenessAwareness
Marcomms to
‘worry’
candidates
•
Raise
awareness of
solution value
•
Develop
comms media
& collateral
•
Engage Introducers
GenerateGenerate
LeadsLeads
Trigger candidate
response
•
Define 3 pre-qualifying
questions
•
Engagement
issues & plan
•
Assign leads
to Sales: Forms
•
Lead Status
Report
Sales 1:Sales 1:
QualifyQualify
& Influence& Influence
Contact lead,
qualify,
assess needs
•
Develop sales
collateral
•
Prep supporting
reference data
•
SPE & SPIN
questions: Forms
Sales 2:Sales 2:
TheThe
SolutionSolution
Develop
& propose
solution
•
Decision makers,
criteria,
SWOT
•
Address the problem –
solution gap
•
Trials,
guarantees,
small-steps: Forms
CRMCRM
RetentionRetention
Manage customers
for growth
•
Tiered account
handling,
by value
•
Referrals,
case studies
•
Schedule reviews
•
User Group
Meeting

4. Sales Process Engineering: OverviewSales Process Engineering: Overview
• The Goal: systematic optimisation of ROI from your sales & marketing
process
• Demands: alignment, transparency, metrics & scalability in a defined process
• Logical: it's a process to understand, model and match how ‘buyers buy’
• Modules: SPE planning; Buyer Behaviour research, SPE training and CRM
integration, New Business Introductions (Sales leads using LinkedIn)
• Compatible with all CRM software. SPE maps to legacy and new systems
• Sales Process Engineering is guaranteed, to agreed KPIs and ROI

5. Problems SolvedProblems Solved
More revenue and profit: how to identify and develop opportunities, cut waste and
maximise ROI from sales and marketing
* Sales and marketing alignment: conflicting strategies and tactics between teams
* Understanding the buyer: do you know what is required to create and convert new
market opportunity into growth & revenue?
* Sales and marketing process is opaque: problems arise -
- what’s happening at each stage? What’s going wrong and how do you fix it?
* Metrics: how to measure and evaluate performance at each key stage
- where are the metrics you need?
* Scalability: forecasting return on investment and time-scales
- how and where to invest to scale up the business?
– … & lack of quality sales leads (see SPE Business
Introductions)

6. New Business IntroductionsNew Business Introductions
Generate new sales leads & cut costs with the Power of the internet
• We generate new B2B sales leads from target markets using LinkedIn and other on-
line media. Result: a consistent stream of new leads & revenue, inexpensively
• How it works: we research your target markets; profile key buyers and influencers;
develop compelling content; and contact prospects, quality and arrange intros
• Benefits: works seamlessly in the background. Integrates with and supports your
sales & marketing processes, campaigns and other activities
• Low cost, high value. Metrics to measure campaigns, to agreed KPIs.
• Uses the power of LinkedIn and on-line resources – without additional web site
changes or costs for you

7. Sales Process Engineering: Key benefitsSales Process Engineering: Key benefits
• Fully aligns sales and marketing activities based on a new model of buyer
behaviour and understanding of how to influence it
• Provides you with a transparent, measurable sales and marketing process
• Diagnose and resolve specific sales or marketing problems: whether in
branding, lead generation, conversion rates or ROI issues
• Evaluate and measure precisely the sales and marketing tools and media
required to meet your customers’ needs for communication and service
• Accelerate definition of customer’s problem and solution delivery, to
reduce operational costs and improve productivity for you and the
customer alike.
• New leads, more business, at a lower cost

8. The Buyers’ ProcessThe Buyers’ Process
How does the
problem arise?
•
With whom?
Buyer is worriedBuyer is worried
butbut unawareunaware
AcknowledgesAcknowledges
problemproblem
Who is
affected,
how, when?
•
How does the
problem
develop?
Tipping Point:Tipping Point:
Recognises need, actsRecognises need, acts
What happens, to
whom and when, that
triggers
customer to act?
•
Why delay acting –
what are the
problems in
taking action?
RFI, RFP,RFI, RFP,
ContractContract
How/ who
will they
assess the
vendors?
•
What are the
selection
criteria, how
weighted?
New needsNew needs
What new
needs can
we satisfy?
•
Which
prospects can
they introduce?

9. Process alignmentProcess alignment

10. Essential Desktop MetricsEssential Desktop Metrics
Programme ROI
(Return on
Investment)
Competitor
Market share
Target
customer
segments
Leads by
source
Lead by
status: ratios
Top sales rep Leads by media FormsTop 10 deals

11. Sales Process Engineering:Sales Process Engineering:
OverviewOverview
1. Review:-
• Identify key current issues in your sales & marketing process
• Assess application of Sales Process Engineering planning system
• Agree required actions
2. Diagnosis:-
• Evaluate your current sales and marketing challenges and performance
• Target ROI, alignment, transparency, metrics and scalability
• Agree opportunities, required actions and investment
3. Solutions:-
• Map the sales & marketing process to meet your objectives
• Specify and address key stages in the process to meet challenges
• Research Buyers
• Review results, benefits, reporting and next actions

12. Next Stage: Business Process ReviewNext Stage: Business Process Review
Actions:-
• Identify key current issues for the business in your sales & marketing
process
• Review current plans & opportunites: assess benefits and KPIs
Outcomes:-
• Agree and prioritise your key current issues and the actions required in
your sales & marketing process
• Documented proposal, timetable, costings and deliverables

13. Sales Process EngineeringSales Process Engineering
Thank you!
Further information:
www.salesprocess.co.uk