sales performance & efficiency: engaging and empowering people in the sales process

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TABLE OF CONTENTS Efficiency of Sales Organisations Efficiently converting Prospects to Clients Aligned Sales & Marketing: 4E- Process Choosing Communication Channels Key Performance Indicators (KPI´s) Problem - Sales Quota Summary Sales Performance

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Summary: > Leading Sales Organisations have strong abilities to execute and innovate > Prospects buy – Offerors don´t sell > It´s an illusion, that Offerors control the Sales Process - the customer does! > Aligned Marketing & Sales offer the Chance to engage and empower > Use simple metrics to coach people for success

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Page 1: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

TABLE OF CONTENTS

Efficiency of Sales Organisations Efficiently converting Prospects to Clients Aligned Sales & Marketing: 4E-Process Choosing Communication Channels Key Performance Indicators (KPI´s)

• Problem - Sales Quota

Summary

Sales Performance

Page 2: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Efficiency of Sales Organisations

Rainer Tolksdorf (October 2014)

Mission

Leadership

Organisation

Focus & Targets

Success Criteria & Reporting

Target oriented salary (teams/single persons?)

References

Values

Sustainability

Integrated business processes (end to end)

>> A

bilit

y to

Exe

cute

Sal

es P

roce

sses

>>

Little ability to innovate and execute sales

processes, company jeopardized

Focus on present sales model,

future questionable

Strong ability to innovate and successfully execute

sales processes and projects

Innovative sales approaches, insufficient

ability to execute, sustainability questionable

Actionab

le CRM + So

cial

Media + Analys

is

Know

ledg

e ab

out

Com

petit

ors

& M

arke

ts

Cust

omer

Jour

neys

and

To

uchp

oint

s kn

own?

Inno

vatio

n Pl

an

Coac

hing

Pro

cess

es

Cont

ent &

Cre

ativi

ty

Rela

tions

hips

&

Coal

ition

s

Empl

oyee

Eng

agem

ent

Cust

omer

Eng

agem

ent

Colla

bora

tion

Visi

on

>> A

bilit

y to

Exe

cute

Sal

es P

roce

sses

>>

>> Ability to Innovate Sales Processes and Projects >>

Page 3: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Efficiently converting Prospects to Clients

Evaluate Targets Engage with Prospects Empower Prospects Execute Plan jointly

Aligned Sales & Marketing Effort

Rainer Tolksdorf (October 2014)

Marketers Wishful Thinking

Page 4: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Efficiently converting Prospects to Clients

The Real World:

Linear Sales Pipeline!

Rainer Tolksdorf (October 2014)

Page 5: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Efficiently converting Prospects to Clients

You can´t control customers journey - But you can be the Lighthouse to inspire their way.

Rainer Tolksdorf (October 2014)

Page 6: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Aligned Sales & Marketing: 4E Process

M arkets & C o m m u n iti es

Target A cco u n ts

Target R o les

Target C o n tacts

2. Engage

Listen & Learn

Relate & Attract

Connect, share Vision

Be patient

3. Empower

Listen & Learn

Share Content, Coach

Discuss

Build Trust to Act

4. Execute

Same Vision & Mission

Joint Action Plan

Proof Product / Solution

Proposal & Order

LEAD OPPORTUNITYWin People!

Page 7: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Aligned Sales & Marketing: 4E Process

Rainer Tolksdorf (October 2014)

• Leads (= Business cards)• Qualify Market, Need-Solution Fit, Upselling Potential, …

• Sales Project (focus on winning people)• Engage and Empower Buying Center -> Results in RfP• Ongoing Qualification Process• Volume reflects Sales Potential• Relevant for Sales Management (sales activity forecast)

• Opportunity (=solicited proposal)• Proposal on SOLICITED Request for Proposal (RfP)• Relevant for Management Board (business forecast)

Page 8: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Choosing Communication Channels

Communication Channel Recipients impression / Engagement Advantage Disadvantage

Mailing Might be categorized as advertisment and sorted out or thrown away.

Available to everybody. Expensive, read rate can´t be calculated.

Telephone (not scheduled, cold call)

Very disturbing, no chance to prepare, no information about caller. Doesn´t fit in agenda.

Direct realtime interaction. Requires availability of person called , very expensive and time consuming for both caller and person called . Inefficient.

E-Mail Unsolicited. Can be read at a convenient time. Difficult to find information on sender, company or product using search engines.

? Low cost, read rate can be calculated. Easy to reach large number of recipients.

Might get lost in junk mail folder or unread mail.

Social Media Easy to get impression on partner, networks, interests, references, company and products.Full control. Reading when it´s most convenient.

Engaged contact, transparency, basis for networking and individual offline interaction. Success rate can be calculated.

Dependency on networking platform.

Rainer Tolksdorf (October 2014)

Foster Engagement

Page 9: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Choosing Communication ChannelsExperiences:• People don´t like cold calls • Do you like getting cold calls?

• People like info and full control• Good chances for successful contact

requests with elevator pitches focuson recipient´s interests

• Interest on relevant Info and Content provided via Social Media way higher than pure e-mailing campaigns

• Way higher interest in scheduled phone calls after contacting via social mediaRainer Tolksdorf (October 2014)

Page 10: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Efficiency in Collaboration & Communication

Suitability in Sales Suitability in Management Suiteability in project management

a) Develop commonalities

Perfect, allows alternate ways Good for dominant

contacts («leaders»)

Perfect, allows alternate ways

Ok, possibly too time consuming

b) Compromize Good in negotiations (win/win) Good in negotiations (win/win)

Good when win/win

c) Coaching, asking questions to motivate developing solutions

Good, requires open &super relationship

Contact gets a sales role (internal risk)

Good, requires open & super relationship

Ok

d) Teaching / preaching («consulting disease»)

Very dangearous, better avoid

Good, when teacher acts independent

Ok

e) Force No-Go Turn Around Turn Around

f) Lie No-Go No-Go No-GoRainer Tolksdorf (October 2014)

Page 11: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

And the Winner is…

…the Sales Team developing/maintaining

a relationship against all odds

Efficiency in Collaboration & Communication

Source: https://www.linkedin.com/pulse/article/20141031205127-2184825-why-is-persistence-rewarded?trk=object-title

Page 12: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Efficiency in Collaboration & Communication

The Joint Action Plan

Realistic expectation• The prospect/customer shares information

about the buying cycle – People and interests involved– Success criteria– Schedule, Milestones– Purchasing process requirements, …

Unlikely to happen…• The prospect/customer does what you want,

just to your benefit (quarterly sales quota, …)

Page 13: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Key Performance Indicators (KPI´s)Use exact metrics for Engagement

• Leads and Sales Projects• Individual or Team achievements• Number of leads• Number of Sales Projects, etc…• Milestones reached in Sales Projects

• Opportunities & Engagement Ratio• Number of prospects contact attempts in

opportunities• Number of own contact attempts in

opportunities• Weighted value of proposals

Challenge results with Gut Feeling• Communication in sales process

Was it better, the same, or worse?

• „Estimated“ Chance to win (%)

Rainer Tolksdorf (October 2014)

Page 14: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Key Performance Indicators (KPI´s)• How to predict Proposal Success Rate

1 Communication Prospect• Chance = X X 100%

Total Number Offerors Communication Offeror

Optimum:• Total Numer Offerors = 1• Balanced communication offeror and prospect in both ways -> Engagement ratio (0% 100%)

Page 15: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Key Performance Indicators (KPI´s)Problem - Sales Quota …

where is the right limit? Solution:

“There are only two tragedies in life:• one is not getting what one wants,• and the other is getting it.”

Oscar Wilde

Page 16: Sales Performance & Efficiency: Engaging and Empowering People in the Sales Process

Summary

1) Leading Sales Organisations have strong abilities to execute & innovate

2) Prospects buy – Offerors don´t sell

3) It´s an illusion, that Offerors control the Sales Process

4) Aligned Marketing & Sales offer the Chance to engage and empower

5) Use simple metrics to coach people for success

Rainer Tolksdorf (October 2014)