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You have learned what great sales management looks like, what it takes to build a sales management function, now learn how to integrate sales management into your organization
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Integrating Sales Management into The Organization
Sales Management Series Class 3
Agenda1. Defining where you are going (review)
2. Sales Management Systems– Lead Management– Sales Cycle Management– Opportunity Management– Sales Process Management– Forecasting Management
3. Field Processes– Account Management– Territory Management– Channel Management
4. Resource Management– Sales Organization– Salesperson Management– Results Management
5. Making it Personal and Relative
Define where you want to go
– Goals of the organization – Long term and short term– Keep it to a few and keep it simple– Alignment on the Goals
• Customer Focused• Market Oriented
Creating a plan
a. Know your market
b. Know your competition
c. Use Business Intelligence (BI)
d. Develop your strategy
e. Strategy VS Tactics VS Tools
Necessary Processes, Systems, & Tools
– Everything that is NOT your people– Necessities
• Sales• Recruiting• Sales Management• Metrics • Pipeline • Compensation• Territory Management• On Boarding New Sales People -4P’s Manual• Development
Sales Manual
– The 4P’s (handout)• Position• Products• People• Processes
Sales Management Systems (graphic)
• Selling Processes– Lead Management
– Sales Cycle Management
– Opportunity Management
– Sales Process Management
– Forecast Management
• Field Processes– Account Management
– Territory Management
– Channel Management
• Resource Management– Sales Organization
– Salesperson Management
– Results Management
Lead Management
– Whose responsibility is it to develop leads?
– What are the lead sources?
– Are you targeting the right clients with the right message?
• Who is the client, what do they want, how do they buy?
– Do you know your “ideal” client to begin with?
– New VS Organic
• New costs 90% more than keeping an growing existing
– Low hanging fruit (wide and deep)
• Sell more products to current customers
• Find more contacts within current customers to buy the same products
• Find more contacts to sell different products to
– Referral Partners
Sales Cycle Management (handout)
– What are the steps– Prerequisites for success– Participants on both sides– Preparation in each step– Milestones in each step– Defined next steps– Sales tools for each step
Document the Sales/Buying Process
– Defined Stages– Match Your Buyers’ Process– Match your CRM (automated funnel)
Opportunity Management
– Volume VS Velocity– Move the Opportunities through the sales
cycle/process• You can’t sell them in the first call• What will it take to move them to the next
step?• Can any of the steps be skipped?
– Coaching opportunities?
Sales Process Management Process
– Definition: Set of procedures by which you manage all of the sales opportunities so goals are achieved consistently
– Milestones in the process
• Prospect qualified
• Buyer identified
• Offering defined
• Decision criteria known
• Competition known and understood
• Implementation plan in place
• Obstacle handled
– Pipeline management
– Coaching opportunities
– Sets performance standards
Sales Forecast Management
– Estimate how much business to expect in future time periods
• Based on the performance standards
Territory Management
– Treat each territory like its own business• Geography• Product Line• Customer Type• Market Segment
Account Management Process
– A territory within the territory where there is the expectation for multiple sales over a long time period
• Strategy Setting• Needs Analysis• Setting Mutual Goals• Setting Expectations• Strengthening Communications• Increasing Satisfaction
Channel Management (graphic)
– Direct Sales (you)– Indirect Sales
• Resellers• Manufacturer Reps
– Territory Management
• Third Party
Sales Organization
– Org-Chart– Work Flows– Team structure– Talent Management– Roles – not just the sales people– Sales process automation NOT sales
force automation
Managing your Sales People
– Leading– Managing– Coaching– Compensating
Managing Results
– Can’t manage what you don’t measure– What gets measured gets done– Metrics
• Lagging Indicators VS Leading Indicators• Goal Generators
Lagging Indicators
– Sales VS Budget– Sales VS Last Year– Activity Reports– Converted Accounts– Business Sources– Marketing Results
Leading Indicators
– # of face-to-face meetings regarding new business
– # of two-way conversations regarding new business (phone or email)
– # of Assessments/Needs Analysis completed– What stages are your Opportunities in and did
they move?– # of proposals sent out
Goal Generating Metrics
– Revenue per Transaction (avg. sale)– Products/services per client (distribution)– Revenue per Client– Length of Sales Cycle– Market Share
Reporting to the Powers Above
– Forecasting– KPI / Leading Indicators– Data collection– Business Intelligence – Tracking & Visibility
CRM
– Business Case not ROI• Increase "Business Knowledge" (BI)• Support "Change Management"• Provide "Coaching" platform for performance• Give "Leaders" a mechanism to accomplish
goals• Measure progress on "Vision" of business
units
Sales Meetings
• You could spend the rest of your life in meetings….but don’t
• Meet with the sales team alone
• Meet with the Powers that be separately
• Make it proactive-”What needs to happen”
• Have people review results before the meeting starts.
Automating Sales Management
– Develop your management processes, then automate them.
– Focus on the management processes and then on the technology for implementing them.
– Base systems on the management of people and events and then on the management of data
– Measure overall effectiveness and then measure individual effectiveness
To Be Successful
– Has to be adopted and supported by the top– Remove the barriers
• What’s in the way• What’s missing
– Dynamic Planning– People Development– Continuous Improvement
• Differentiate what you offer• Differentiate the way you offer it
– Delegate– Sharpen Your Saw– Board of Advisors - Surround Yourself with Mentors
Questions and Next Steps
– What 3 Priorities Do You Have?– Questions?
