key competencies for sales reps - full document

CPSA Sales Institute

Key Competencies

for

Sales Representatives

TABLE OF CONTENTS

COMPETENCIES Page I. Account Management (At a Glance)

II. Business Acumen (At a Glance)

III. Communication (At a Glance)

IV. Consultative Selling Skills (At a Glance)

V. Knowledge Management (At a Glance)

VI. Customer Value Creation (At a Glance)

VII. Local Area/Regional Marketing (At a Glance)

VIII. Product & Technical Knowledge (At a Glance)

IX. Relationship Building (At a Glance)

X. Sales & Technology (At a Glance)

XI. Sales Administration (At a Glance)

XII. Self Development (At a Glance)

XIII. Strategic Sales Planning (At a Glance)

XIV. Time & Territory Management (At a Glance)

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5

14

27

39

43

47

57

60

65

69

73

81

88

(Revised July 2003)

COMPETENCY BLOCK:

Account Management (At A Glance)

TASKS Develop Account Plan Connect And Navigate Build The Value Case Implement and Operationalize

*Information is based on the input of participants from a one-day session.

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Sales Representatives' Competencies

Account ManagementCompetency Block:

TASKS SUB-TASKS Develop Account Plan

Build Account Profile Identify business drivers (vision, key strategies, objectives,

including e-business strategy) Research account history Complete a win/loss analysis Review the organization chart Complete stakeholder analysis and analysis of key

relationships Review current share of customer and competitors share of

customer Analyze customer interaction points (i.e. channel analysis)

Complete Sales Opportunity Analysis Identify customer needs, challenges, buying criteria, decision-

making process Identify sales opportunities, and value propositionsnew

business, extension and growth per customer and per integrated solution

Set targets per customer, per product within account (annual, quarterly, monthly)

Develop Your Sales Strategy Identify challenges and resources Determine what is needed to win Develop sales strategies

Direct hit Value-added Revisioning Development

Develop Sales Tactics Prioritize quick wins, medium and long-term sales cycles Develop a sales plan that includes the categories action

items, by when, resources and results.

CPSA Sales Institute 2


Account ManagementCompetency Block: TASKS SUB-TASKS

Connect and Navigate

Make Key Contacts Identify top tier/key buyers Overcome blockers/barriers Obtain reference for the key buyer

Gather Key Information Confirm customer intelligence Reconfirm business needs Identify all stakeholders in buying process

Complete An Opportunity Assessment Validate opportunities Identify new opportunities

Build CRM Database Link to contact management system Continual update and communication

Influence And Engage Internally Inform and co-ordinate CPC customer facing positions

(channels) as needed Engage appropriate executive sponsors

Connect Leverage Points Engage during sales process Conduct pre and post client meeting debriefs

Manage relationships, information, business opportunities, customer satisfaction

Incorporate new information and change action plans



Account ManagementCompetency Block: TASKS SUB-TASKS

Build the Value Case

Propose And Present Create and communicate value levers Build model to justify impact of solutions Quantify benefits/value to the customer

TASKS SUB-TASKS

Implement and Operationalize

Fulfill Commitment Follow-up internally/externally Monitor and measure sales performance

CRM Develop and grow relationships with key customers/

stakeholders Act on new information Monitor customer satisfaction

Monitor Results Customer satisfaction and loyalty Sales revenue versus targets Value added Value plan metrics


COMPETENCY BLOCK:

Business Acumen (At A Glance)

TASKS Understand general business

management Demonstrate fair competitive practices Demonstrate ethical behavior Understand and use contracts Understand government legislation

and governing bodies Understand insurance and liability Comply with corporate policies Understand financials Think globally and act locally Follow industry standards


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Competency Block: Business Acumen

TASKS SUB-TASKS Understand general business management

Understand a common body of management knowledge, including: Financial management Human resources management Information technology management Marketing management Operations management Strategic planning management

Identify key interrelationships connecting the organization Identify key components in strategic and business plans Understand the customer value chain throughout the organization

(know all customer touch points through the organization)

Be aware of new business practices and their impact on the way you do business with the customer (e.g. ERP, new online practices, etc.)

Identify industry, national and global trends




TASKS SUB-TASKS Demonstrate fair competitive practices

Follow appropriate professional code of conduct Keep a competitive intelligence file Know the implications of the competition's activities Develop relationships with competitors - explore common areas of

interest

Be aware of franchise rights

TASKS SUB-TASKS Demonstrate ethical behavior

Follow ethical codes of conduct Understand your customers' codes of ethics Declare conflicts of interest (related orders that compete, etc.) Maintain confidentiality Honor your commitments (timeframes/deliverables, etc.) Use property and information for business only Use internet for business only on company time




TASKS SUB-TASKS Understand and use contracts

Define contract law as it pertains to your product/service/company Know the elements required in a contract and/or refer to legal

department

Define licensing as it pertains to your product/service/company Identify forms of corporations/companies

Proprietary owners Partnerships Limited companies Corporations Franchises

Use employment contracts Negotiate and renegotiate contracts with companies, customers,

suppliers, etc. or liaise with the purchasing department

Anticipate contingencies and put additional elements into the contract to prevent misunderstandings/problems

Adhere to contracts (verbal and written) Know the implications of bankruptcy, change of ownership, etc. with

regard to the contract




TASKS SUB-TASKS Understand government legislation and governing bodies

Respond appropriately to governing bodies Follow federal, provincial and local regulations Follow employment standards Apply the principles of human rights legislation Comply to equity and harassment legislation Keep current on employment law as required Be aware of and familiar with

Sale of Goods Act Consumer Protection Act Competition Act And other federal and provincial statutes that apply

Obtain licenses and certification Track impending legislative issues

TASKS SUB-TASKS Understand insurance and liability

Insure for personal liability Know your product and company liabilities Carry the proper insurance coverages




TASKS SUB-TASKS Comply with corporate policies

Identify all company patents, trademarks, copyrights, etc. Use company logos and adhere to standards Ensure proprietary intellectual property stays within the corporation Follow corporate policies Understand and demonstrate sound environmental practices

Know the best practices as it pertains to your product/service/company

Know the information on the environmental attributes of products (e.g. recycling)

Review current packaging and/or excessive packaging/direct mail




TASKS SUB-TASKS Understand financials

Know the financial details of your customers Use the sales planning process to identify opportunities to impact

on business goals and strategies (bottom line) Scope the options available for improved customer profits Understand how customer's costs are generated (labor costs,

work flow processing costs, material costs, manufacturing costs, distribution costs, etc.)

Understand the customer's operations (market share, growth strategies)

Understand and analyze balance sheets, profit and loss statements, financial budgets, sales reports and operating results

Understand key financial indicators (contribution margin, profit contribution, discounted cash flow, accounting rate of return, investment risk, etc.)

Understand key financial ratios (current ratio, net profit to net worth, net profit to net sales)

Understand how your customers performance is measured with his/her company

Know the financial details of your company Understand all the same financial information about your

organization (see above) Know how to read and interpret financial and sales reports Know a variety of financing resources you can offer your

customers Know list pricing, cost structure, cost of sales, gross margins of

your products and services Know what influences may impact the cost of your product or

service (world shortages, increase in price of raw materials, etc.) Know the financial details of your personal circumstances

Know your financial needs and goals Understand and monitor your commission structure, salary,

draw, expense plans, etc. Take maximum advantage of Canadian tax laws Obtain personal necessary insurance's (liability, disability,

automobile, etc.)




TASKS SUB-TASKS Follow industry standards

Review industry standards Know and follow self regulated/company standards Meet/exceed industry standards

ISO 9000 TQM (Total Quality Management) Customer service/satisfaction/loyalty ERP (Enterprise Resource Planning), CRM (Customer

Relationship Management)

Informally benchmark against standards Know how the competition rates against the standards Follow industry trends Be aware of recent legal settlements/rulings




TASKS SUB-TASKS Think globally and act locally

Read and learn about the countries/companies that you are currently doing business with (or markets you may be entering):

Know international copyright protocol Develop an awareness of political, economical, language, social,

technological, culture Learn another language that will benefit you/your company Understand and follow appropriate business etiquette Understand international financing/currency Join the export association Learn about the excise and tax legislation

Investigate associations, professions with international associations Adapt sales process, presentation and communication style to the

culture/country/company that you are doing business with

Identify new products and services and opportunities to your company

Know the global reach of your customers Liaise with other sales representatives from your company that are

serving your customer in other markets (i.e. multinational or global industries)


COMPETENCY BLOCK:

Communication (At A Glance)

TASKS Listen effectively Probing questions Provide continuous feedback Communicate according to customer

type Negotiate for agreement Deliver sales presentations Written communication

Write sales letters Write proposals

Deliver training to customers Educate others Conduct telephone sales calls Identify communication vehicles Facilitation


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Competency Block: Communication

TASKS SUB-TASKS Listen effectively

Remove or reduce barriers to listening Preoccupation (with what you are going to say next) Prejudgement (preconceived assumptions or stereotyping based

on appearance, gender, age, etc.) Distractions

Display interest through appropriate use of body language (eye contact, gestures) or words ("I see, Go on")

Respect and show empathy for the speakers feelings and opinions Paraphrase or ask questions to

Show interest Confirm understanding Clarify information or unclear messages

Summarize to ensure understanding Restate the main points and supporting ideas Check for agreement

Let the speaker complete the message, refrain from interrupting, wait for information

Watch for the non-verbal part of the message listen with a sense of curiosity about speakers needs, expectations, etc.

Be aware of the speaker's culture/work environment Take detailed notes, record key points Recognise and respond to buying signals Confirm communication by clarifying understanding and closing

the loop




TASKS SUB-TASKS Probing questions

Use open-ended questions when appropriate. Open ended questions: Usually begin with words like "what, when, where, how, why,

describe, tell me about" Allow the other person to answer freely, give you general

information, expand on earlier statements Create a warm atmosphere and establish rapport

Use closed-ended questions when appropriate. Closed ended questions:

Usually begin with some form of the verbs BE (is, are, were, isn't, etc.), DO (does, doesn't don't), or HAVE (has, had, haven't)

Are used to narrow the field of inquiry, get detailed information, and/or confirm that you are on the right track

Use high gain questions when appropriate. High gain questions: Demand a more thoughtful response Ask the other person to interpret information and produce new

high quality insights and information (how would you compare our service to that of the competition?)

Use mirror questions when appropriate. Mirror questions: Repeat information as questions to clarify ('I need 4 samples for

each store.'; So, if you have 12 stores then you'll need 48 samples?)

Use probing questions when appropriate. Probing questions: Ask for more details (What other needs have your customers

expressed?)

Use situation questions when appropriate. Situation questions: Collect facts, information and data about the other person's

situation Focus on the necessary information (i.e. Information that links

directly to your products and services - how many items do you currently ship monthly? Do you see this number changing in the next quarter?)




TASKS SUB-TASKS Probing questions (cont'd.)

Use problem questions when appropriate. Problem questions: Uncover actual, potential or implied needs Probe for problems, difficulties or dissatisfactions (Are you

satisfied with the way that your current supplier is handling your account?)

Use implication questions when appropriate. Implication questions: Demonstrate the seriousness and costs of the problem/need and

the value of the solution Help the other person see beyond the immediate problem to the

underlying effects and consequences (What do you estimate is the cost to your company of the returned or defective products?)

Use blue sky questions when appropriate. Blue sky questions: Engage the other person in creative thought Widen the horizons to include innovative new ideas Produce fresh ideas or insights for your products and services (If

anything were possible, what else could we do for your company?)

Use qualifying questions when appropriate. Qualifying questions: Ensure that the other person has a need, has authority to buy, has

the financial resources to buy, etc. (Whose approval is necessary for this purchase?)




TASKS SUB-TASKS Provide continuous feedback

Give and receive feedback with customers: Create a positive, constructive format to give and receive

feedback Schedule feedback sessions Use appropriate listening and questioning skills Use bias-free language (spokesperson versus spokesman) Use appropriate body language and be aware, read customers

body language Use correct gender terminology (women versus girls) Share ownership, let the other person own 50% of the feedback

discussion Conduct meetings Prepare newsletters, updates, send industry information, releases,

etc. Send birthday cards, congratulations, personal

acknowledgements Write business plan cases, application models Learn from the feedback, assess customer reaction/response, re-

assess your position and respond accordingly

Give and receive feedback with internal departments: Design a communication system/process share

information/successes via meetings, etc. Network with all relevant resources:

Other departments Customer service Management/sales Colleagues/peers Suppliers

Gain commitment from others to work together in the interest of the customer

Conduct meetings Utilize the feedback to identify opportunities for product/service

improvements

Check back with support staff, other departments, etc.




TASKS SUB-TASKS Communicate according to customer type

Analyse customer attitudes, behaviours and styles Develop criteria to assess the customer type

How does the customer like to make decisions? How does the customer like to receive and process information? What are the customers hot buttons?

Vary your approach in accordance with the customers personality If customers talk and move quickly, adjust your rate of speech

and movements If customers are task oriented, shift your focus to tasks




TASKS SUB-TASKS Negotiate for agreement

Prepare for the negotiation Research competitors pricing, customers history, business

potential, etc.

Create trust Focus on interests

Determine what is most important to the customer, and what is in your company's best interests

Invent options for mutual gain Brainstorm to expand or extend opportunities or alternatives

Use objective criteria Use independent data to help the customer realize that your

proposal/pricing etc. Is fair

Focus on the negotiation and not on the people Keep a positive outlook and tone Communicate effectively Balance emotions with reason

Determine your customer's negotiating style and adjust your style accordingly

Ensure that your negotiation process is in alignment with your company's core values

Strive for a "win win" outcome Fulfil promises & agreements that resulted from the negotiation




TASKS SUB-TASKS Deliver sales presentations

Prepare for the presentation Identify customers needs (consider demographics, education,

experience, interests, etc.) Choose a location for the presentation Plan the agenda, content, structure of the presentation Practice (in front of a mirror, in front of others, etc.)

Design the content Match the sophistication of your presentation to the

sophistication of your customers Research latest information Include product/service information, updates, ideas, etc. Organize your information in a logical and orderly manner Focus on features advantages and benefits of your

products/services Give the customers just enough information to inform but

not to overwhelm Create materials to hand out to customers Create support materials, audiovisual, slides, etc. Review the presentation materials and handouts for spelling

errors, typographical errors, etc. Review the presentation materials and handouts for clarity of

message, brevity of message, etc. Revise and edit the presentation

Utilize appropriate technology (video conferencing, overhead projectors, videos, computers, etc.)

Deliver the presentation Confirm customers needs by reviewing the

agenda/presentation plan Adjust your pace, voice, etc. to the customers needs, size of

the room, etc. Tell the customers whats coming every time you move to a

new topic Involve the customers, encourage interaction, discussion,

questions and answers End your presentation by restating the key highlights/ideas and

ask for commitment to the sale




TASKS SUB-TASKS Deliver sales presentations (contd)

Follow up Thank the customers for attending Evaluate the presentation for effectiveness and make

adjustment in future presentations

Fulfil any commitments to provide further information, answers to question, etc.

TASKS SUB-TASKS Written Communication

Write sales letters Plan the letter

Identify your audience Set the objective

Write the content Organize ideas in a logical and orderly manner Utilize existing sales letter prototypes/formats if they are appropriate Use appropriate sales language, avoid jargon and technical descriptions Create interest by appealing to your customers needs Attract attention through special promotions, offers, etc. Use a strong close that will motivate the customer to take action

Check the letter Review the letter for spelling, grammar, and typographical errors Review the letter for clarity of message, brevity of message, etc. Revise and edit the letter

Send the letter Address the letter to the specific target customer Ensure that all address information is correct, spelling of names, title/position, etc. Determine method of delivery (bulk mail, regular post, courier service, hand delivery)

Follow up Telephone, email or personally visit the customer Offer to arrange a time to discuss the details of the proposal, answer questions, etc. Thank the customer for the opportunity to bid on the proposal regardless of the outcome




TASKS SUB-TASKS Written Communication (contd.)

Write proposals Plan the proposal

Identify the customers needs Set the objective Gather information, facts, company background, samples, etc. Assess and strategize to meet the needs of the customer

Develop the content Focus immediately on business concerns Describe the product or service you are recommending and explain how it meets the customers need Make a clear recommendation for action Address all cost concerns/issues Comply with the specs/criteria (i.e. tender) Include supporting information, documents, statistics Make terms of the proposal clear (terms, dates, prices, etc.) Highlight sensitive information (i.e. system designs, creative solutions, pricing structures)

Check the proposal Review the proposal for spelling, grammar, and typographical errors Review the proposal for clarity of message, brevity of message, etc. Revise and edit the proposal

Deliver the proposal Package and format to appeal to the customer Ensure the proposal arrives by the deadline date Send by traceable means or personally deliver

Follow up Telephone to ensure the proposal was received on time Offer to arrange a time to discuss the details of the proposal, answer questions, etc. Thank the customer for the opportunity to bid on the proposal regardless of the outcome




TASKS SUB-TASKS Deliver training to customers

Conduct training sessions Provide product/application knowledge Prepare manuals, support materials Provide ongoing support Extend the training to include customers and/or anybody in the

selling process with the customer

Evaluate the training and modify accordingly Follow up on the training to add further value Inform customers of third party training opportunities

TASKS SUB-TASKS Educate others Educate your internal departments, support functions, etc.:

Ensure that they understand your customers needs and expectations

Educate the broader public (consumers): Participate in associations, public forums, conferences, training

events

Keep others aware of third party training opportunities




TASKS SUB-TASKS Conduct telephone sales calls

Prepare for the call Identify the customer/prospect and determine potential needs Set an objective for the call Organize key discussion points Rehearse the call, make a recording or tape of your voice and

playback to reveal areas for improvement Gather reference materials, customer files so they are easily

accessible Determine the resources you will need (pen, pencil, calculator,

price schedules, etc.)

Make the call Get past barriers (know the direct extension number, make an

ally of the secretary, etc.) Ensure that you have the right person Request permission to continue Check to ensure this is an appropriate time Focus on your objective, the reason for the call Use effective questioning and listening skills Follow the consultative selling process Use your voice effectively (inject variety, keep tone even,

adjust volume, vary the pace, etc.) Convey through verbal messages what is usually conveyed by

visual clues (put a smile in your voice, keep a mirror in front of you to ensure this)

Turn on all perceiving receptors to interpret what is being said, how it is being said and what is not being said

Speak precisely using positive strong works (i.e. I know versus I think)

Record key points End the call by summarizing (I understand, we have

agreed, the next step is) Thank the other person Hang up last

Follow up Document the call for your records Diarize next steps Do what you agreed to do




TASKS SUB-TASKS Identify communication vehicles

Identify and use communication vehicles effectively: E-mail Internet Written memos/reports Process maps Diagrams/Graphs

TASKS SUB-TASKS Facilitation Create an agenda

Prepare all materials before the session Open the meeting by reviewing objectives and agenda Develop and post a parking lot Be aware of group dynamics to encourage total participation Manage conflicts when/if it arises Follow the agenda timelines Summarize key action steps and responsibility list


COMPETENCY BLOCK:

Consultative Selling Skills (At A Glance)

TASKS Prospect for potential customers Plan for the initial contact Contact the prospect Plan the sales call Open the sales call Uncover needs Present solutions/options Address objections Use the sales tools Ask for the business Follow up the sale


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Competency Block: Consultative Selling Skills

TASKS SUB-TASKS Prospect for potential customers

List sources for developing prospect lists (existing customer lists, lost business, referrals, databases, trade associations, trade magazine, networking, etc.)

Utilize electronic customer databases/contact management software

Observe where competitors are calling and use this information for prospect lists

Develop the prospect list Research general information about prospects to determine potential Prioritize the prospect list based on the research Update and revise the list regularly Liaise with call/contact centre




TASKS SUB-TASKS Plan for the initial contact

Establish and maintain prospect files Obtain strategic information about the prospect's situation

Contact trade associations, chambers of commerce, government and public libraries, databases

Analyze the current situation (who they are buying from, what they are buying)

Record information in prospect file

Qualify the prospects (need or want, type and size of business, financial condition, appropriateness of your product/service)

Consider the decision-making process (time, budget) Consider the decision-making style (buyer level, etc.)

Learn about the prospect Observe the prospect in action at work (or spend time in the

organization) Manage all the people in the enterprise as appropriate Record information in prospect file, manage entire enterprise

account

Identify the potential opportunities Set contact objectives (primary goal, secondary goal, etc.) Review the industry trends, challenges, issues

Know the gaps Know the competition Know your competitive positioning Know your value proposition and position versus the

competition

Plan daily prospect activities




TASKS SUB-TASKS Contact and Qualify the prospect

Write a personal letter, e-mail Send a sales promotion gift or brochure in addition to the letter

if appropriate Use effective business writing skills

Telephone the prospect Use effective telephone communication skills

Ask the person who provided the referral to set up an appointment or ask for and obtain the appointment

Determine timing, location, etc.

Use the planned sales strategies and tactics Record details of the conversation

Diarize the telephone call and meeting date Note key learning in prospect file




TASKS SUB-TASKS Review and plan for the sales call

Review and analyze prospect file Identify the potential opportunities Set the sales call agenda Set the sales call objectives (primary goal, secondary goal, etc.) Determine sales strategies/tactics to achieve your objective

Master product knowledge Identify and organize materials/data required Develop a strong/compelling opening statement tied to customer

needs and benefits Plan a variety of questions (open ended, close ended, high gain,

etc.) Organize the questions to encourage maximum response (begin

with open ended questions, conclude with close ended) Anticipate prospect's questions and objections and plan your

responses

Rehearse your approach Reconfirm the appointment

TASKS SUB-TASKS Select and Use the sales tools during process

Collect all the sales support materials Analyze for prospect use Personalize the materials you leave with the prospect (add your name

and phone number, highlight key information, etc.)

Select and use the sales tools at the appropriate time during the process to emphasize key messages and solutions

Have all sales tools accessible and be pro-active




TASKS SUB-TASKS Open the sales call

Greet the prospect Be on time Dress professionally Make eye contact and shake hands Use the person's name Exchange business cards

Build rapport Establish and build credibility Establish and build commonality Talk about topics other than the sales objective (the weather,

sports, etc.) Align with (mirror and match) the prospect/company

Communicate your sales call objective Present an agenda and time frame Gain agreement to the agenda and time frame Summarize the events/conditions that led to the sales call Establish purpose/intent (refer to the reason/benefit - why you are

there) Confirm that the prospect is the decision maker Explain the prospect's role in the sales call Ensure the propriety of the information the prospect shares with

you

Listen to prospect's objectives Ask the prospect to express needs, concerns, and expectations Work prospect needs into the agenda

Confirm agreement to objectives Make sure the prospect understands and agrees with your

objectives Confirm the potential




TASKS SUB-TASKS Identify needs and/or opportunities

Ask the questions you have planned Listen actively Encourage responses through body language (leaning forward)

and verbal language ("tell me more about that")

Focus the discussion on the interests and needs of the prospect Reconfirm needs frequently Use effective feedback skills (i.e. paraphrasing, summarizing) to

check understanding

Involve the prospect fully (i.e. ask the prospect to identify the benefits of your product/service)

Uncover buyers' selection criteria Identify budgets




TASKS SUB-TASKS Present solutions/ options

Match products and services to prospect needs and/or opportunities Analyze and interpret information you have previously

gathered Focus on current needs but also look at emerging needs Communicate your value proposition (what value are you

bringing to the client) Identify solutions Link solutions to customer need (what business needs are you

addressing) Present proposals

Meet with key decision makers Check to confirm real decision maker Lead the meeting Use effective presentation tools Use marketing materials/sales tools effectively

Use a feature/benefit strategy Confirm needs Present information and recommendations Present features and benefits to the customer Provide testimonials, etc. Check for acceptance of benefits/solutions




TASKS SUB-TASKS Address objections

Anticipate possible objections and preplan your response Listen closely for the signals that indicate an objection

Watch body language Interpret questions and statements

Identify the different sources of objections (cost, skepticism, lack of understanding, etc.)

Acknowledge the objection immediately Treat it with respect and show empathy with regard to the

objection Give value to their concern Appreciate their involvement in the consultative selling process Show that you understand

Clarify the objection Use questioning skills to probe for more information

Detach yourself from the objection Remain relaxed, attentive, confident

Specifically address the objection to satisfy concerns (provide more information, offer proof, restate features and benefits, etc.)

Check for agreement that the objection has been dealt with Provide third-party or testimonial style examples Offer alternatives if appropriate Enhance the value of other products/services if appropriate Adjust presentation or change direction if required




TASKS SUB-TASKS Close the Sale

Identify and match various decision-making styles Check for more questions, concerns Summarize the benefits

Reconfirm needs Recap and highlight specific benefits Watch body language and listen carefully for buying signals

(leaning forward, nodding, etc.) Use the appropriate communication style to match the decision

maker

Establish agreement Be prepared to go back to probe and other steps Agree to next steps for this solution Ask for the next decision Write up order, fill out the application, etc.

Set the stage for additional business Ask how you will be evaluated Establish customer expectations (number of meetings, turnaround

dates, etc.) Commit to next steps (next meeting, telephone call, delivery date)

Reconfirm the buying decision Reassure the customer that the decision was the right one




TASKS SUB-TASKS Follow up the sale

Reinforce the buying decision Send a thank you note Emphasize what is good about the decision

Analyze the sales call for your own development (what went well, what would you change)

Fulfill every commitment Diarize key points from the sales call Plan next steps Oversee/manage the implementation Co-ordinate the implementation Include internal partners in the process Ensure that budget, time lines, quality standards and deliverables

are communicated, understood and met Check on level of satisfaction (with products/services and with

the consultative selling process) Review visible signs of progress Verify the customer understands and values the product/service

benefit React to resolve problems Exceed expectations

Stay connected Make yourself available Organize and conduct all necessary customer meetings Send articles of interest, books, etc. Demonstrate interest in business and outcomes Know the customer's business and talk the language of the

business Seek other opportunities to provide value (address additional

needs) Make calls without a "sales objective" (a public relations call)




TASKS SUB-TASKS Follow up the sale (cont'd.)

Ask for referrals Check customer satisfaction Describe other potential customers Ask customer for names of individuals/companies that fit the

profile Contact the individual/company using the name of the person

who made the referral Follow the consultative selling process Follow up with the person who gave you the referral to let them

know what is happening Thank the person for the referral


COMPETENCY BLOCK:

Knowledge Management (At A Glance)

TASKS Know more about yourself and clients Increase efficiency, speed at which

you work Facilitate the transfer of knowledge Distinguish the key difference between

information and knowledge Know how to analyze information


39


Competency Block: Knowledge Management

TASKS SUB-TASKS Storage of Knowledge/ Dissemination

Tools/techniques Techniques to uncover business issues of clients organ.- shoulder to

shoulder (executive round tables)

Client dialogues - risk techniques E-business technologies

TASKS SUB-TASKS Sources What info do you need

Sleuthing & feedback to channels Attitude life long learning

TASKS SUB-TASKS Interpreting info in presentable format

Looking for gaps / analysis Assess issues Know/don't know Doing/not doing Questions to uncover complete picture Relevance




TASKS SUB-TASKS Share- Tacit explicit

Historical Incentive to share/BP Push knowledge to clients (educate) Create customer pull (self-serve knowledge specific for clients) Create communities of client networks Linking clients Operationalize self-serve Customization of info/P&S

TASKS SUB-TASKS Communicate

TASKS SUB-TASKS Accessibility / Tools

Internal sources - both people and info Internet Association/Professional publications Where might info be stored Repository Link to customer knowledge need




TASKS SUB-TASKS Indexing Put it somewhere you can use it

Maximizing ease use Retrieveability Store files

TASKS SUB-TASKS Results Real time

TASKS SUB-TASKS Implementation Customer development

Link customer information back to company Product category


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COMPETENCY BLOCK:

Customer Value Creation (At A Glance)

TASKS Manage your knowledge of the

customer and market Create value for every sales

opportunity Communicate the value proposition

to customers Leverage your organizations

customer value chain Create and manage a customer

value plan Measure the value realized



Competency Block: Customer Value Creation


TASKS SUB-TASKS Manage your knowledge of the customer and market

Know your market and competition Monitor changes in your organization Monitor changes in your competition Know the value propositions of your products and services Know the value propositions of your competitors products

and services Gather knowledge of your industry Identify your competitive advantage

Determine what customers value Create customer profiles Identify key business issues, process, and the barriers to

address them Understand customer buying process Identify customer value drivers Review purchasing patterns Determine interaction preferences Understand customer perceptions, motivations, intentions

etc. Garner information from non-customers Determine which needs are basic (must haves), attractor

(above the competitors), and satisfier (nice to have) Determine what is of value to your customers customers

Determine value of customer to the organization Determine lifetime value of customer

Acquisition cost Revenue stream Cost stream Length of relationship

Identify the profitability of your products and services Retain valuable customers




TASKS SUB-TASKS Create value for every sales opportunity

Create the value proposition Validate your understanding of customers value drivers Ask questions to further determine what customers value

(face-to-face, survey) Link customer value drivers to your products/services value

propositions Based on customer input, customize products and services Differentiate solutions from competitive alternatives

TASKS SUB-TASKS Communicate the value proposition to customers

Communicate the value proposition for the specific opportunity Explain any hidden capabilities of solutions Clarify price vs. benefits of the value proposition Gain input from the customers Integrate customer feedback in value proposition

TASKS SUB-TASKS Leverage your organizations customer value chain

Identify customer interface points Identify potential for value creation in other areas of the

customer organization

Communicate customer value perception to appropriate areas of the organization

Place customers at the centre of all activities Co-ordinate with other sales channels to create and integrate

value

Leverage strategic partnerships, alliances to create additional value

Act as a customer advocate within your organization




TASKS SUB-TASKS Create and manage a customer value plan

Create a customer plan to include: Customer profile Competitive intelligence Customer value perceptions Share of customers Value opportunities Strategies and action plans

Pinpoint value gaps and opportunities Determine appropriate method to interface with the customer Mobilize appropriate levels in the organization to meet with

customers

Update plan as customer information, needs, and value perceptions evolve

Resolve all ongoing customer issues or escalate accordingly TASKS SUB-TASKS Measure the value realized

Monitor the value plan Measure activities vs. results Evaluate actual performance vs. plan Use results as references

COMPETENCY BLOCK:

Local Area / Regional Marketing (At A Glance)

TASKS Create your local area/regional

marketing plan Network locally/regionally Create and manage a direct mail

program Create and manage educational and

promotional events Organize trade shows Enhance corporate marketing

programs (print media and broadcast) Co-ordinate merchandising campaigns Conduct informal market research Conduct multi-media marketing Create and manage telemarketing

programs Plan promotions


47


Competency Block: Local Area/Regional Marketing

TASKS SUB-TASKS

Create your local area/ regional marketing plan

Establish a budget Refer to your sales strategies and action plans Identify all possible marketing activities (networking, direct mail, etc.) Select appropriate activities (those that fit the budget, are linked to sales

strategies and action plans, etc.) TASKS SUB-TASKS

Network locally/ regionally

Select market/industry segment that you will serve Target the group(s) who provide the best potential return Become a member of:

Chambers of commerce Local business councils Economic development groups Trade councils/associations Local business groups Professional organizations Local charity groups

Volunteer for active roles in the groups you join (join a committee, or fill an executive position)

Work the network (collect clues and information from members) Invite/involve your key customers in your relevant association events Identify opportunities for association selling (benefit programs for

memberships, etc.)

Build breakfast clubs for reciprocally interested parties Set objectives of objectives Co-ordinate the meeting place Arrange for guest speakers




TASKS SUB-TASKS Network locally/ regionally (contd.)

Present information seminars Help customers get additional business Volunteer for customers' Board of Directors Build your profile in the industry (be recognized as an expert in your

field) TASKS SUB-TASKS

Create and manage a direct mail program

Plan your own program Set strategies Identify centres of influence - by sector and geographically Segment the customer database by marketing sector Build the database Create or identify direct mail materials

Sales materials Target letters Newsletters Product reviews Association or trend updates/summaries Corporate videos New product teasers Reminders for fill-in or repeat orders

Use effective business writing skills Gain company approval of materials

Build a list of leads Use all available sources (Dun and Bradstreet Report, city

directories) Purchase lists of leads from broker

Implement strategies Arrange the actual delivery and timing of material Design your follow-up and critical pat Follow-up

Analyze results Measure return on investment of direct mail program

Market national programs Use the applicable steps from building your own program




TASKS SUB-TASKS

Create and manage educational and promotional events

Plan the events Create product seminars/training sessions (possibly in concert

with affiliated suppliers) Organize public relations sessions with customers, sales

associates Arrange for guest speakers to talk at local schools Take students on internships Conduct local "open houses", plant tours, etc. Arrange golf tournaments, baseball games, etc.

Organize the materials Select the right speaker for the right audience Create a "subject matter" document as a promotional piece for the

target market (if appropriate) Create/source customer sales literature, brochures, etc. Arrange event offerings and "leave behinds" for participants Test materials for event purposes

Organize administrative details for the event Hire contract staff, caterers, etc. Arrange for space (contact hotels, schools, recreation centres) Get licenses (if required) Select prizes Co-ordinate staff to participate Organize the clean-up Send out promotional information, mail-outs

Hold the event Co-ordinate a 1 (800) number fax reply confirmation of

attendance Use effective presentation and communication skills

Follow up Create and send a follow-up letter thanking attendees




TASKS SUB-TASKS Organize trade shows

Plan for and/or participate in the show Select the right sow (evaluate the benefit of attending vis a vis

your goals Identify participants most likely to benefit Establish sales objectives for show Select the theme of the booth Select a prime location for the booth Design the booth/trade show set-up Use collapsible technology Organize shipment of booth and supplies Link your trade show involvement to your other pro-active

communication with customers/prospects Use the show to launch new products/services

Organize materials and resources Prepare something which will create attraction and excitement at

the booth Prepare trade show related print/video/computer materials Organize and schedule staff for show Train sales people how to manage t manage the booth Choose and implement appropriate presentation technology for

booth

Organize and implement pre-show, show, and post-show activities Contact prospects and customers ahead of time and invite visitors

to the booth Make appointments with customers to be held at the booth Invite local press/media Take videos/pictures of booth and show Keep an attendance list Work the floor

Follow-up Prepare fulfillment packages for delivery to prospects post-show Understand financials and payback




TASKS SUB-TASKS Enhance corporate marketing programs (print media and broadcast)

Contribute to corporate marketing program development Participate in internal focus groups to determine content of

marketing program Provide feedback to marketing regarding what is/is not working

Design ad layouts Prepare camera ready copy for newspaper Determine objective for "ad" - know who your target audience is

Develop your own marketing materials/initiatives Publish a regular customer newsletter Publish a customer specific manual Personalize corporate ads for the local level Reprint corporate newsletter after editing in an introduction from

yourself Write an information column for local community paper on topics

relating to your business but slanted towards general interest for consumers

Contact local charities that the company supports nationally to develop local programs

Sponsor local area sporting events Ensure that local initiatives link with national marketing programs

Implement marketing programs/initiatives Sell or distribute company display material, ad programs Distribute mailings/faxes/e-mail to branch offices Become acquainted with editors of local magazines/newspapers Work with the local media (print, broadcast) for time exposure:

interviews, phone ins, etc.

Co-ordinate




TASKS SUB-TASKS

Co-ordinate merchandising campaigns

Co-ordinate point of purchase (POP) material with national campaigns

Co-ordinate point of purchase materials with print ads Draft product packaging graphics Create visual displays, focal areas, concept areas Plan store shelf assortment/layout Identify profitability per square foot Organize and set up showrooms and displays Work closely with retailers, designers and manufacturers Educate customers on "best way" to present and sell merchandise Test market products Organize and distribute hand-out materials Supplement supplier marketing programs with additional local

activities (personal appearances, talk show, contests)

Organize 'gift with purchase' programs

TASKS SUB-TASKS Conduct informal market research

Block time per week for informal research Conduct customer surveys (on new products, services, etc.) Conduct customer advisory councils Co-ordinate small focus group sessions to gain opinions on existing

service or desired service enhancements

Monitor performance of products Focus on your research objective (do not sell) Publish results of findings for customers and prospects




TASKS SUB-TASKS Conduct multi-media marketing

Keep current Participate in forums to gain new information Read the business media for up-to-date ideas, information,

usefulness, etc.

Use the Internet Experiment with a placement on an Internet bulletin board Search Internet for prospects/contacts Be aware of your customers on/using the Internet and keep a list

of them for reference Use the proper "Netiquette" when using the Internet

Use the latest technologies Convert marketing letters/documents to digital format List information on company systems for distribution internally

and externally (codes, standards, policies) Use e-mail to keep customers informed of industry news Use the fax to broadcast information Co-ordinate telephone conferencing (video or phone) Produce multi-media marketing materials (CD ROM) Produce video materials Use multi-media effectively in presentations

Involve other departments in multi-media marketing campaigns




TASKS SUB-TASKS Create and manage telemarketing programs

Plan the telemarketing program Visit successful sites Automate wherever possible Investigative hardware and software Identify your objectives

To conduct informal marketing To increase sales To generate leads To process orders To provide customer service, etc.

Align the objectives with overall sales strategies and goals Prepare a business case to include:

Type of client you want to attract Cost Probable response rate/conversion rate Potential income to be generated

Develop the approach Develop a script for use in telemarketing

Use effective communication skills follow the consultative selling process

Prepare for success - have follow-up support mechanisms in place (to fulfill telephone requests, process orders, etc.)

Prepare test pilot and evaluate Adapt the approach if necessary

Implement your telemarketing plans Prospect previously untried distribution avenues Enter telephone lists into your client database Create customer history files to track calls and follow up

activities Make weekly/biweekly fill in calls




TASKS SUB-TASKS

Create and manage telemarketing programs (cont'd.)

Follow up Distribute data gathered (customer requests, complaints, etc.) Respond to customers and advance the sales cycle Measure results and evaluate the program Generate new target opportunities and develop new objectives

TASKS SUB-TASKS Plan promotions

Establish sales objectives (promote new product/services) Set budgets Know media channels and costs Establish timing (consider season ability of product/service usage) Link to other events Look for co-op opportunities Know competition's programs Design delivery seminars Design brochures and marketing letters Create demand before launching product through merchandising Use broadcast faxing to reach targeted segments Manage the allowance policy


COMPETENCY BLOCK:

Product & Technical Knowledge (At A Glance)

TASKS Acquire up to date product/service

knowledge Acquire up to date technical

knowledge


57


Competency Block: Product & Technical Knowledge

TASKS SUB-TASKS Acquire up to date product/ service knowledge

Gather information about your products and services Identify the components of your products and services Know the essential selling features of your products and services Translate all essential features into customer benefits Identify the advantages of your products and services

Know your price per product Analyze profit per product/service Be aware of price fluctuations Identify product strengths Be aware of product weaknesses Know your lead times Know how products are manufactured or sourced Learn the warranty/guarantee policies Know your product success evolution/history Know your packaging facilities and potential Identify distinguishing awards for product/success

Analyze product success Identify your market position State your value added Compare your success per product and compare to position of

competition Analyze brand loyalty Discover who is using product outside your current customers

Understand how your product/service fits into your customer's overall operation, business plan, sales success, operation costs, etc.

Spend time in field with technical specialists Become familiar with all product promotions, sales manuals and

product literature

Know how the product/service is used by different customers



Competency Block: Product & Technical Knowledge

TASKS SUB-TASKS Acquire up to date product/ service knowledge (cont'd.)

Know the competitors' products and services (obtain brochures, etc.) Know how to use computers, faxes, and other hardware Understand software products and their potential application to sales Keep informed of latest technology advances and seek ways to use

these technologies in your work


COMPETENCY BLOCK:

Relationship Building (At A Glance)

TASKS Create a customer care process Develop the account Collaborate with customers to create

service standards, warranties and guarantees

Educate customers Link customers with other

service/product providers within your network

Support customer initiatives Appreciate your customers


60


Competency Block: Relationship Building

TASKS SUB-TASKS Create a customer care process

Identify the components of an effective customer care process Identify the best practices of existing suppliers Determine your customer care budget (time and money) Create and maintain a comprehensive, up to date customer database

(including all personal and business information about customers)

Profile the customer database (A, B, C) Tailor your key customer care process with the A customers

Record personal data Discuss personal likes and dislikes Clarify expectations about products and services Determine the call plan (method and frequency) Identify preferred value added Agree to the vest way to get feedback from the customer

Create a different strategy for serving non-key customers (B, C) - less concentrated, less individualized

Identify future business potential




TASKS SUB-TASKS Develop the account

Learn everything you can about the customer and the business Do some fact-finding, research Take a tour, walk the hallways Ask to be placed on customer's mailing list Make regular visits, hand deliver items Let the customer educate you on all aspects of their business Determine the customer's budget for your products/services

Meet new decision makers Ensure that you are listed to receive proposal bids, quotes, RFPs, etc. Identify all potential for future business Probe about add-on sales Ask about other sales/lines Ask for the business

TASKS SUB-TASKS Collaborate with customers to create service standards, warranties and guarantees

Collect overall customer feedback to identify expectations Identify customers to participate in councils Conduct customer focus groups

Survey customers specifically for feedback on standards, warranties and guarantees

Develop standards, warranties, and guarantees based on feedback Communicate standards, warranties and guarantees to the customer

and internally to all departments

Measure against the standards, warranties and guarantees Review results with customers and internally with all departments Reevaluate standards, warranties and guarantees Celebrate successes with customers




TASKS SUB-TASKS Educate customers

Create communication links using latest compatible technology Check for understanding on all relevant systems and processes Share your company's expertise Invite customers to seminars, conferences, fun events. Be more

creative

Introduce customers to experts in your organization Provide relevant information, keep customers current on products,

services, applications, etc.

Conduct training sessions Extend the training to include your customer's clients and/or

anybody in the selling process with customer

Make presentations Prepare manuals, support materials Provide ongoing support

TASKS SUB-TASKS Link customers with other service/ product providers within your network

Externally and internally Refer partners to each other Co-ordinate joint meetings Arrange introductions Co-ordinate public events for circle of customers Grow your network




TASKS SUB-TASKS Support customer initiatives

Support the same charities Share corporate expertise Participate in co-op advertising Buy their products Use their services Attend their annual meetings

TASKS SUB-TASKS Appreciate your customers internal and external

Understand and respect corporate and ethical guidelines regarding gifts, dinners, etc.

Highlight customers in your corporate newsletter Publish joint articles Invite customers to visit your organization Invite customers on company tours Hold customer appreciation days/events Tell others in the network when something newsworthy happens to

a customer

Celebrate the "anniversary" of doing business together Paying for performance Mutuality of interest Develop relationships internally / Influencing


COMPETENCY BLOCK:

Sales and Technology (At A Glance)

TASKS Understand how to use basic

technology Leverage the Internet as a valuable

resource Understand your organizations

security policies Understand the implications of

technology on your customers Leverage technology in your role

*Information is based on the input of sales professionals from a one-day session.

65


Competency Block: Sales & Technology

TASKS SUB-TASKS Understand how to use basic technology

Know how to use office software Calendar/schedule E-mail Word processing Databases Presentation software Spreadsheets Web browser Integrated collaborative software

Understand the basics of office hardware PC's PDA's (Personal digital assistant) Cell phone/wireless Pager Fax Printer Copier Telephony

Know how to use Web capabilities Internet Intranet Extranet

Understand use and capabilities of office multimedia Satellite Video conferencing Webcast CD ROM Audio conferencing




TASKS SUB-TASKS Understand your organizations security policies

Follow your organizations security procedures with regard to: Logging in and out Storage Hardware security Commerce security Customer data Confidential e-mail Password protection

TASKS SUB-TASKS Leverage the Internet as a valuable resource

Know sources and reliability of information Client/industry/competitor research New competitors (visibility of price and cost)

Bookmark useful sites (trade publications, reports, etc.) Know your browser capability and accessibility (band width) Understand E-commerce sites (buying and selling) Understand search engine capabilities (expert, refined, and meta-

search engines)




TASKS SUB-TASKS Understand the implications of technology on your customers

Follow your customers security procedures Know your customers capability:

Compatibility of systems (i.e. ability to open attachments, etc.)

Understand your customers expectations with regard to: Troubleshooting technology products or attachments sent Response times

Know and follow your customers interaction preferences (method and frequency of communication)

Be aware of the tonality when communicating electronically

TASKS SUB-TASKS Leverage technology in your role

Understand how technology can assist you personally in your role CRM (Customer Relationship Management) systems Account planning Call planning Databases for prospecting

Understand how technology can be leveraged throughout your organization with respect to:

Enterprise Resource Planning (ERP) Financial systems Human Resources tracking Purchasing


COMPETENCY BLOCK:

Sales Administration (At A Glance)

TASKS Generate sales

administration/operations reports Provide feedback Analyze, read and interpret sales

information Track orders Maintain support systems


69


Competency Block: Sales Administration

TASKS SUB-TASKS Generate sales administration/ operations reports

Complete call reports: Monthlies Weeklies Quarterlies

Update/revise the business plan Complete monthly, quarterly or annual business reviews for

customers

Complete expense reports Complete credit applications Update customer profile (database)

TASKS SUB-TASKS Provide feedback

Share relevant customer feedback internally with other members of the team including sales management

Report sales situations to team members for the purpose of building additional sales approaches and strategies

Speak to appropriate departments about: Product ideas Market opportunities Customer satisfaction levels

Sell-through by: Providing statistics from accounts/retailers Submitting customer satisfaction information with both retailer

and supplier




TASKS SUB-TASKS Analyze, read and interpret sales information

Set aside time to read sales information (reports, audits, articles) Read and understand management information (company statement,

strategic goals, etc.)

Provide customers regular progress reports on customers' sales performance

TASKS SUB-TASKS Track fulfillment of the order

Set up new customer accounts Complete order entry Check inventory Co-ordinate interdependent department/functions and/or processes Co-ordinate outside resources Conduct interdepartmental meetings Reporting status of order to client Customize work/job when necessary Take accountability/responsibility for work being completed to

customer's satisfaction

Handle complaints, returns promptly and professionally




TASKS SUB-TASKS Maintain support systems

Gather and organize all sales information Read all memos, updates, faxes (company and customer vendor

product) and files

Maintain customer database files Maintain current data files (hard copy files and the electronic

database)

Organize and update: Sample price lists Brochures Internal process forms - credit applications, order forms, etc. Catalogues Point of sale materials Other business tools


COMPETENCY BLOCK:

Self Development (At A Glance)

TASKS Create a personal vision/mission Balance your life Manage your attitude Practice self-discipline Manage your time and activities Manage your professional

development Manage your career Manage stress Focus on knowledge management


73


Competency Block: Self Development

TASKS SUB-TASKS

Create a personal vision/ mission

Clarify/prioritize self values and consider the value of others Ask yourself key questions about what is important in your life, what

you want to do and be

Clarify expectations of yourself and expectations others have of you Identify what you need to do to be successful (personal standards,

targets, goals, principles)

Review how your personal vision aligns with/supports the corporate/functional/department mission

Set specific short and long-term goals (a five-year plan) - ensure measurability

Translate the vision into actionable steps Spend your time according to the priorities that emerge from your vision Integrate the vision into daily practice Reconnect frequently with your vision and change accordingly




TASKS SUB-TASKS

Balance your life

Clarify roles and responsibilities with respect to: Family Career Community Self

Set personal goals in each area of your life Build time for different roles into your day/week Record your goals in writing Establish success criteria for balance Act on your plans Reflect and evaluate how you are doing

Review your roles and responsibilities regularly

Recognize that there will be moments when you must choose to change or reevaluate your plans

Explore new areas/opportunities or interests




TASKS SUB-TASKS Manage your attitude

Know your personal and professional motivators and focus on activities to accomplish your goals

Identify your positive attitude attributes and build on them Challenge yourself break old habits, move out of your comfort zone Practice innovative techniques for out of the box creative thinking Establish stretch, but SMART goals for yourself Seek out support and feedback from others on the team, in the

organization/community etc.

Surround yourself with positive people Eliminate self criticism Identify daily/weekly accomplishments Engage in positive "self talk" Visualize positive performance Recognize and document your success and failure patterns and know

how to pick yourself up

Consider success patterns of others and mirror them Keep and refer to evidence of past successes (awards, trophies, letters

of praise, etc.)

Read inspirational material, audiotapes, etc. Get in the right frame of mind for constructive feedback and do

something positive with the information




TASKS SUB-TASKS Practice self discipline

Be accountable for your performance Identify what you need to do to be successful Communicate your priorities to others Make and honour appointments with yourself and others Protect the time you scheduled for yourself from distractions - people

and events

Practice relaxation and energizing techniques Guard against personal procrastination or rationalization Plan your work and work your plan Continue on in spite of adversity or difficulty Reward yourself

TASKS SUB-TASKS Manage your time and activities to increase return on investment

Isolate key success activities and prioritize them Break down large tasks down into manageable action steps (set time

frames)

Create daily/weekly action plans and implement them Create or adopt a time management system and follow it Set aside appropriate blocks of time for goal-related activities Make the best possible use of support people/resources to accomplish

tasks

Continuously look for ways to improve - effectiveness, efficiency and productivity




TASKS SUB-TASKS Manage your professional development

Take inventory of your personal interests, abilities, skills, knowledge, etc.

Identify and priortize the strengths and gaps Investigate all aspects of your current job to identify new

opportunities for development

Assess your level of competency in your current job and identify opportunities for development

Use available assessment tools (self-assessment, feedback from relevant people)

Identify your desired next steps for your career path Identify the competency requirements for your career path Create a personal growth strategy/career path Set personal goals and timeframes for achieving them Invest in your own development (take courses, attend seminars, etc.) Identify coaches or mentors that can provide career development

support

Serve as a mentor Practice self-directed learning (read books and association

publications, listen to tapes, watch videos, etc.)

Schedule regular practice sessions for key skills Learn from your mistakes Learn and invest in sales tools (e.g. hardware and software) Become knowledgeable and actively involved in professional

associations (CPSA, customer-affiliated associations, industry specific associations, etc.)

Maintain your personal health and wellness




TASKS SUB-TASKS

Manage your career

Create and work your career plan Link the career plan to your professional development plan Create a list of desirable positions, companies, product lines, etc. Talk to people who are currently in the job/field you wish to move to

(or who have done it in the past)

Identify what you are prepared to do to get the next job Keep you resume current (consider what to do with it) Interview to learn more about opportunities of interest to you Review, revise your plan regularly

TASKS SUB-TASKS Manage stress

Identify types of stress Recognize good sources and negative sources of stress Learn to deal with stress effectively in order to improve efficiency

and sales performance

Monitor your stress Manage your stress

Recognize that a salespersons job is naturally stressful Teach yourself not to take things personally Develop an optimistic attitude and view problems as temporary Take a break if you need to refocus yourself and approach the

situation in a more positive way Keep yourself healthy, and exercise regularly




TASKS SUB-TASKS Focus on knowledge management

Know more about yourself and clients Increase efficiency, speed at which you work Facilitate the transfer of knowledge Distinguish the key difference between information and knowledge Know how to analyze information


81

COMPETENCY BLOCK:

Strategic Sales Planning (At A Glance)

TASKS Understand the corporate business

plan/department objectives Analyse and segment the market Research the competition Analyse individual existing

customers Analyse products/services Negotiate your sales target Create your sales strategies Set objectives to achieve your

sales targets



Competency Block: Strategic Sales Planning


TASKS SUB-TASKS

Understand the corporate business plan /department objectives

Read the business plan understand corporate strategies and objectives

Clarify the plan with your manager/coach Ask questions to check understanding Understand your role and your goals as part of the overall plan Document your role and goals as part of your sales plan

TASKS SUB-TASKS

Analyse and segment the market

Identify the boundaries of the market Know your territory (i.e. physical/geographic terms) Identify important market segments Research and identify information about potential business, existing

business and centres of influence

Analyse your current customer base Key contacts Business/products Level of satisfaction Demographics Existing and future picture (who will stay the same, who will

grow, etc.) Your customer's customers Your percentage of market share Total sales ($) versus number of customers

Analyse a similar market Check overall profitability and expenses Identify the top 20% of your customers base Develop A, B, C . . . lists of customers Identify customers for new business development, cross-sell and

upsell opportunities

Document your market analysis as part of your sales plan




TASKS SUB-TASKS Research the competition

List your competitors Develop strategies to learn about the competition

Read annual reports, trade magazines, Internet site Network with the competition Mystery shop the competition Ask customers about the competition Visit competitor's booths at trade show, etc.

Analyse their business Size of company Experience within the industry Financial picture Market share Marketing strategy and value proposition Products/services Pricing Service guarantees/warrantees Packaging and delivery Distribution systems Sales processes Skill level, expertise, and effectiveness of the sales force

Identify best practices Identify your advantages over the competition (competitive

positioning)

Document your competitive research as part of your sales plan




TASKS SUB-TASKS

Analyse individual existing customers

Review your sales history Research your customer's business

Know your customer's products/services/business Know the organizational structure and political climate Identify critical business needs/drivers Know the financial viability of the business Identify your customer's buying habits and patterns (the buying

cycle) Identify decision makers and the decision making process Discover and understand your customer's major initiatives/changes

Evaluate your customer's buying potential and your potential share Predict usage Predict customer profitability Know the competition's share of business in each account Classify each customer (A, B, C lists) Identify the greatest benefit for that customer to do business with you Document your individual customer analysis as part of your sales plan




TASKS SUB-TASKS

Analyse products/ services

Develop technical knowledge about products and services Know your price per product/service Analyse profit per product/service Identify strengths, features and benefits Be aware of weaknesses Know your lead times Know how products are manufactured or sourced Learn the warranty/guarantee policies Know your product/service success evolution/history Know your packaging facilities and potential Identify distinguishing awards for product

Analyse product success Identify your market position State your value added Compare your success per product and compare to position of

competition Analyse brand loyalty

Know application from customer standpoint - know what needs or business drivers your product/service addresses. (i.e. helps your customer increase sales, lower costs, etc.)




TASKS SUB-TASKS

Negotiate your sales target

Talk to your manager to understand what targets have been set (top down)

Assess potential from existing business, new business, repeat business Consider business you may lose Review the variance (both positive and negative) between previous

year's results and targets

Establish sales targets by Product line Customer Market segments

Negotiate agreement on annual sales targets Ensure that the targets are SMART (specific, measurable, achievable,

results focussed, time framed)

Document your sales targets as part of your sales plan




TASKS SUB-TASKS

Create your sales strategies

Review previous year's results for key learning (actual results against plan, won business as well as, lost or terminated business, etc.)

Conduct a SWOT analysis (strengths, weaknesses, opportunities and threats)

Analyse strengths and weaknesses (of the product, company, sales process and/or service

Identify major opportunities (new sales options or channels, new prospects or needs)

Identify threats (areas where your company/product/service is failing to meet identified customer needs, not staying competitive, or not keeping up with industry or legislated standards)

Identify any other issues facing your company and/or product line or service

Look at global conditions (economic factors, social factors, political factors, technological factors, environmental factors)

Know and understand industry trends and your company's response to these future needs

Develop strategies based on the analysis Align strategies with your company's strategies and corporate values Anticipate competitor's responses to your strategy Document your sales strategies as part of your sales plan

TASKS SUB-TASKS Set objectives to achieve your sales targets

Align objectives with sales strategies, targets, and prior analysis Ensure that the objectives are SMART (specific, measurable,

achievable, results focussed, time framed)

Incorporate checkpoints to review progress Gain approval from your manager Document your objectives as part of your sales plan

COMPETENCY BLOCK:

Tim

key competencies for sales reps - full document

Documents

sales opportunities

glance tasks

sales strategy

sales tactics

sales cycles

sales technology

sales administration

glance xi