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?

Peter C. Rathmann, MBAPresident

262-442-0896 | peter@salestechnik.comwww.salestechnik.com