Helping SME\'s develop the right sales strategy, with key practicable advice on how to sell and manage sales people

1. North Cotswold Business Breakfast Club
Key elements of selling!
Jonathan Viney
23rd April 2010

2. Topics for this morning
•How do I create a sales strategy?
•What are the important elements I need
from a sales perspective to succeed?
•What are the common errors made when
growing a small business?
•Top tips on what will make your sales
increase

3. How do I create a sales strategy?
If People Know What They Want,
Understand How To Achieve It,
And Have The Ability To Action
This…
“The Odds Of Success Increase
Dramatically”

4. How do I create a sales strategy?
What Is Strategy
The Oxford English Dictionary, Quote….
“A Plan To Achieve A Long-Term Aim”
“Planning and Directing A Military
Activity in A War Or Battle”

5. How do I create a sales strategy?
Goals
The Big Picture Thinking, Blue Sky
Objectives
The Practical Steps Needed To Achieve
The Goals

6. How do I create a sales strategy?
Goals
Short Term (0 To 12 Months)
Mid Term (12 To 24 Months)
Long Term (24 To 60 Months)

7. How do I create a sales strategy?
Objectives
The Steps Needed To Achieve Goals
Specific What Do You Want
Measurable What Is Success
Achievable Is It Realistic
Results Will It Achieve Bus Results
Time When Will It Be Done

8. How do I create a sales strategy?
What Is Your Market Place
Who Do I Sell To?
What Is The Market Size / Potential?
How Mature Is The Market?
What Are My Key Differentiators?

9. How do I create a sales strategy?
Who Else Operates In This Space
Who Are Your Competitors?
How do They Operate?
What Are There Strengths & Weaknesses?
What Are The Alternatives?

10. Route to market
Key
Areas To A awareness
Consider Prospecting
C coverage
C consideration
Sales
H hit rate

11. What are the important elements I need from a sales perspective
to succeed?
How Will You Drive Success?
• Setting Sales Targets
• Measures
• Sales Reviews
• Coaching And Motivation

12. What are the common errors made when
growing a small Business?
From The Moment You Pursue
A Sale Someone Is trying To
Beat You To It…”
“From The Moment You Win It
Someone Is Trying To Take It
From You…”

13. Common errors
• Assume employing a sales person will sell more than the owner!
•Treat new customers better than old ones
•Not communicate with existing and old customers
•Ask the customer why they have brought from them
•Don’t approach large customers
•Assume they have to be the best

14. Top tip
Additional Supplier
• Good Account Intelligence
• Customer Support, Sponsor
• Good Relationships
• Ability To Respond Well and Quickly

15. Top tip
Feature
• A feature describes the key characteristics of a product or service e.g. What it
does ?
Advantage
• An advantage describes how a product, or a product feature, can be used or can
help the customer e.g. How its applied ?
Benefit
• A benefit describes how a product feature or advantage meets an explicit need
as expressed by the customer. e.g. What it does for them i.e. saves time, money
etc.
Unique Selling Points/Differentiators
• This is a feature, advantage or benefit that only your product or service
provides and this gives you an advantage over your competitors.

16. Your “1” Minute Intro
• We work with….
• Who have a problem with…
• What we do is…
• So that…
• Which means that…

17. Thank you for your time
Jonathan Viney
www.ashviney.co.uk