Starting and Growing an Inside Sales Team
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Starting and Growing an Inside Sales Team
Dionne MischlerCEO, Inside Sales by DesignAA-ISP OC Chapter President
in/DionneMischler
DionneMischler
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Agenda
1. Team Structure
2. Effective Job Descriptions
3. Onboarding and Training
4. Coaching Cadence
5. Reporting
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Team structure
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Team Structure
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The Right Inside Sales Model for your Organization
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1. Lead Generation - Fill the funnel2. Discrete - Quota carrying3. Hybrid - Inside/Outside 4. Teaming - Inside paired with Outside
“In 5 years, Inside Sales will produce more quota than outside sales.” Dave Elkington, CEO, Inside Sales
Team Structure
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1 10
On a scale of 1 to 10, how would you rate your Sales Organization’s alignments to your Company goals?
1. Is your company a start up?2. Are you rolling out a new product?3. Are you going after a new segment?4. Did you get all the headcount you wanted?5. What are you doing different this year than last?
Team Structure
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Generating RevenueUnderstanding Key Sales Fundamentals
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Overview
Generating Revenue
“Plan your work, work your plan.”
Can you confidently answer the questions:1. How do you make money?2. What’s your monetization path?3. Where’s your revenue coming from? (What’s your Ideal
Customer Profile?)4. How do you acquire customers?5. How do you retain customers?
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ICP
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Demographic
1. Company Industry2. Size of company3. Buying team4. Sales team5. Use case
1. Who buys?2. Why they buy?3. What are they solving?
Quantitative
1. What product/service did they buy?
2. How long was the sales cycle?3. Successful win information4. Loss information
Kite Desk blog post
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HOW DO YOU ACQUIRE CUSTOMERS?
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HOW DO YOU ACQUIRE CUSTOMERS?
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ARE YOU EASY TO BUY FROM?
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Customer Onboarding
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3 Easy Steps – for when your customer says yes
1. Signed contract2. Kick off call3. Training
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Customer retention
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Customer retention
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Customer retention
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3 Easy Steps
1. Account Review2. X Touches3. Value tied back to their desired business outcomes
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Next Steps
1. Determine Ideal CustomerCollect your data pointsWho/which departments need to be a part of this
conversation and exercise
2. Acquire CustomersDetermine how to get your solution in the
customer’s hands EASILYWhere are your customers and how do you go
after them?
3. Retain CustomersWhat does this need to look like?
Who should be a part?
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Project timeline
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Customer
Onboarding
Reporting
(i.e. track
progress)
Customer
Retention
Is your
Product/solution
read?
Document, document, document
Workflow
Automation
Excel-based Activity Reports (Manual) Automate Activity Reports
Ongoing Sales Training
Market Validation/ICP Validation
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Effective Job Descriptions
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The Rise of Inside Sales
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Effective Job Descriptions
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Effective Job Descriptions
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Ideal profile of an Inside Sales Person*
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“The challenge facing Inside Sales Leaders around finding qualified talent is staggering. In essence, today’s Inside Sales
person has to not only have phone, e-mail, and internet competencies, but also the “chops” once seen in the very best
field sales people.”
Paul Macura, Vice President, Oracle Direct
*AA-ISP Training, Development and Accreditation Webinar 8/14
Effective Job Descriptions
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Ideal profile of an Inside Sales Person*
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*AA-ISP Training, Development and Accreditation Webinar 8/14
The Old Inside Sales•Good communicator•Good on the phone•Some sales experience
The New Inside Sales•Excellent communicator•Great on the phone•Quota carrying inside sales experience•Virtual presentation expertise•Social Media skilled•Video Capable•Negotiating•Closing•Relationship/Account Management•New Buyer Requirements
Effective Job Descriptions
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The 4 keys Pillars of People success
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Effective Job Descriptions
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JD Example
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Effective Job Descriptions
At ABC, we <INSERT VALUE PROPOSTION> and are looking for likeminded folks to join our team. The role of our <XYZ> is absolutely mission critical in achieving our goals. Our <ROLE> fulfill the important role of facilitating business conversations with our prospects and customers, ensuring we’re a fit for them, and making sure they are delighted with our service.
In this role, people that have the below track record and qualities are successful:
If you want to join a growing company where you can leverage your professional skill set to <INSERT VALUE TO CANDIDATE> and be part of a team that has tremendous upward velocity, contact [email protected]
Learn more about <ABC> here.
Make it exciting!
Be real!
What’s in it for them!
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Next steps
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1. Benchmark you current job description2. Identify areas of improvement3. Determine plan to fix 4. IMPLEMENT
On a scale of 1 to 10, how would you rate your overall recruitment and retention efforts?
1. Job Description Rating: 2. Networking Rating:
Effective Job Descriptions
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Onboarding and Training
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Revenue Stream
Onboarding and Training
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What Sales Onboarding Really Is
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Onboarding and Training
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Sales onboarding – Next Steps
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Make it a part of your Hiring StrategyMake it a part of your Team and Company DNA Document, document, document. Includes Product and marketplace information
Monday Tuesday Wednesday Thursday Friday Result
Paperwork/intro’s
Intro’s/downloads from Product,Marketing
Intro’s/downloads from other departments
Read, recapSales ProcessMessaging
Recap/mock-sales calls
Comfortable with value prop
Read, recap, shadow, tech
CRMSales Process
CRM/ToolsSales Messaging
Review with Leadership
Recap/mock-sales calls
Comfortable with VP in own words
Onboarding and Training
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What Sales Training Really Is
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Onboarding and Training
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Sales Training – Next Steps
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Make it a part of your OnboardingMake it a part of your Team/Company DNA If you’re a start-up, take away the option and make it
mandatory and round robin the team – have them join webinars, read books, etc.
Document, document, document.What verbiage – email and voice mail – work (Sales
Playbook, anyone? Shadowing Live call feedback Create an editorial calendar with the team
Onboarding and Training
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Without Sales Training
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Onboarding and Training
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With Sales Onboarding & Training
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Onboarding and Training
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Next steps
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1. Benchmark you team/company*2. Identify areas of improvement3. Determine plan to fix 4. IMPLEMENT
*Taken from Project Managing Inside Sales course
Onboarding and Training
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Leadership and coaching
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Leadership & Coaching
BrightTalk Webinar: Managing v. Leading and Why They’re Differenthttps://drive.google.com/file/d/0ByDUCNdii43zempadmxJSHpGbEk/view
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Leadership & Coaching
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Leadership & Coaching
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What you’ll be doing
Manage and Own Up
Leading down
Collaboratively work across departments
Motivate your team
Create and update process
Train and Onboard
Measure success and make adjustments
Known by their peers in the industry and community
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Leadership & Coaching
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By the numbers
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#1 Top Challenge for Sales Leaders
Training and Development
_% Manager’s Account for employee’s variance in engagement
70%
Leadership & Coaching
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Leadership & Coaching
Why and What
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The basic table stake
1:1 Example Agenda
• By the numbers: goal to quota attainment
• Activity metrics review
• What went well this week?
• What didn’t go well?
• What should you work on next week?
• What do you need me to do?
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Leadership & Coaching
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Training and Coaching calendar
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Leadership & Coaching
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Next steps and Resources
Why did you decide to become a Sales Leader?
Examine these motivations very carefully
What do you need to start doing?
What do you need to stop doing?
What type of Leader do you want/need to be for your team?
What actions are you taking to make this happen?
Create your overall Training, Coaching and 1:1 Calendar
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1. Jeffrie Story – Unleash your Sales DNA2. WideAngle – 1:1 software and resource. www.wideangle.com3. Ambition – connect your teams. www.ambition.com4. Leisa Reid- Management Training
http://employeemanagementconsulting.com/
Leadership & Coaching
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Reporting
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Reporting
Dashboard Best Practice
Current State/Results Goals Activity
Opps Won
Opps Lost
Revenue Won
Opps Won
Revenue
# Customers
Leads created
Opps Created
Accounts Targeted
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Reporting
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Rep
ort
ing
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Dashboard basics – Keep it SIMPLE!!
Does what your reps look at align to their goals?Same question for you
Can they at-a-glance, look at their dashboard and know where they’re at? (Both daily and monthly?)Same question for you
Recommend setting up your dashboards and having your reps start their day there
We can’t improve what we’re not measuring and we certainly can’t pay on it.
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Reporting
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Next steps
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1. Benchmark your current dashboards2. Identify areas of improvement3. Determine plan to fix 4. IMPLEMENT
Reporting
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Project timeline - ExampleMonth 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Align Sales
Structure to Goals
Develop Hiring
Plan
Training and
Onboarding Plan
Determine your
goals
Workflow
Automation
Excel-based Activity Reports (Manual) Automate Activity Reports
Ongoing Sales Training
Market Validation/ICP Validation
Reporting
Leadership
Phase 1 Role Specialization
Milestone Check
Phase 1 Role Specialization
Milestone Check
Initial Training and Onboarding
Phase 1 Role Specialization
Milestone Check
Document EVERYTHING: Process, Sales Process, Verbiage, email and voicemail, ICP
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Resources
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https://blab.im/DionneMischler http://pminsidesales.usefedora.com/
OC Chapter: http://www.aa-isp.org/chapter.php?id=69
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Resources
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*Project Managing Inside Sales course overview
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Resources
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Who am I?
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Professional
Almost 20 years in Sales and TechnologyBuilt first official Inside Sales team in 2007Today, Founder of Inside Sales by DesignPresident of AA-ISP OC Chapter since 2009
Personal
Born and raised in the Chicago Suburbs living in OCInternational Business & Business Administration degree from Carthage CollegeMarried 10 years; Mother to 2 childrenPassionate about Inside Sales and Education
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Dionne MischlerFounder, Inside Sales by DesignAA-ISP OC Chapter President
in/DionneMischler
[email protected]@DionneMischler