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Sales Process and Strategy

Sales Process and Strategy. Josh Campbell. Nominet Trust Academy, 2012. Agenda. The science of selling Process and metrics Maximise lead conversion Sales strategies Maximise opportunity conversion Most common mistakes Summary. The science of selling.

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Sales Process and Strategy

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  1. Sales Process and Strategy Josh Campbell Nominet Trust Academy, 2012

  2. Agenda • The science of selling • Process and metrics • Maximise lead conversion • Sales strategies • Maximise opportunity conversion • Most common mistakes • Summary

  3. The science of selling • Successful sales people exhibit following qualities • Willing to ‘cold call’ socially • Passion • Planning • Listening • Accountability • 80% science, 20% art • 2 main attributes to success • Activity and technique • Process and strategy to follow for success • Not complex

  4. The process and metrics • AIDA • Attention • Interest • Desire • Action • 4 key numbers / ratios • Number of leads generated • Number of leads converted to opportunities • Number of opportunities converted to sales • Average deal size

  5. Maximising lead conversion • Ideal Customer Profile • Fix / Do / Avoid • For Qualitative lead generation start high • Lots of published information • To get exec attention - WYWYN • Keep it short • Talk about them, not you – subject line ‘you….’ • Ask for what you want • ‘Elevator pitch’ • 5-15 seconds – evidence! • Different for different sectors / customer types • Inbound leads degrade quickly • Instant action – mix media if necessary and persist (6x)

  6. Campaign strategies • 5 ‘strategies’ • Disengage • Defend (nurture) • Frontal – 3 to 1 advantage • Flanking – move the goal posts • Fragment – ‘land and expand’ • Your biggest competition is ‘do nothing’ • Meeting strategies • Best possible / minimum acceptable

  7. Maximising conversion rates • Referrals • High-influence coach • Inbound lead • Regularly review as a team in structured way • Use common language / methodology / scoring method • There is a project • Owner / time-scales / budget / name • There is a compelling event • The customer has a good fit with your ideal criteria • You maximise your strengths and minimise weaknesses • You get creative • What other IP do you have? • Understand DM process

  8. Most common mistakes • Lack of activity • focus on you and your product / service • Poor qualification • ‘Lone wolf’ • No planning • Don’t nurture when no immediate opportunity • Neglect top of funnel when in close mode • No coach • Don’t understand DM process • Don’t understand metrics – particularly lead source

  9. Summary • Structure and methodology like any business process • People will buy if your product meets a key requirement • Fix / do / avoid • Listen then speak • Focus efforts on right things at the right time • Activity and productivity • Measure the key metrics • Review as a team • Plan every activity

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