INSIDE SALES TEAMESTABLISHMENT AND

DEVELOPMENTTom Furlong

tafurlong99@yahoo.comDecember 2011

Presentation Agenda Introduction Determining Team Objectives Inside Sales Team Development Marketing Messages Sales Call Process Performance Evaluation Q&A

Introduction

About Tom Furlong Medical Device Experience

13 years Inside Sales, Team Leadership, Training, and CRM Systems Management- Novartis

1 year Channel Inside Sales & Marketing- Walman Recruiting Experience (Inside Sales)

3 ½ years Life Science Sales & Marketing personnel

3 ½ years Service Industry Management personnel

1 year Life Science Executive personnel

Introduction

What Is “Inside Sales” Vehicle To:

Gain Incremental Sales with Minimal Investment

Develop Remote Accounts & Prospects Build Relationships w/ Low Volume Accounts Drive Sales of Targeted Products Quickly Disseminate Messages- LIVE

Inside Sales ≠ Telemarketing

Determining Team Objectives

Management Objectives Goals/Results for Team

Short Term (Start Up, 6, & 12 Month) Long Term (1 Year+) Success Markers

Sales & Marketing Management Interaction

Field Sales Force Relationships Strategic Sales Projects

Determining Team Objectives

Inside Sales Team Objectives

Team Positioning within Sales Organization

Determine Sales Goals/Objectives Align Activities with Marketing Objectives Strategic Account Targeting Contribute to Overall CRM

Determining Team Objectives

Territory & Products Size/Scope of Territories

Type of Accounts Contacted Dedicated or Shared

Products Promoted Priority, Base (Established), or New Products Targeted or Portfolio Product Sales

Determining Team Objectives

Team & Position Specifics Productivity Timelines Size of Team Compensation Package

Base Package Bonus/Commission

Work Hours Flex Time for Mountain & West Coast Accounts

Inside Sales Team Development

Desired Candidate Traits Successful Inside/Telephone Sales

Experience Strong Verbal Communication Skills

“Positive Language” Usage Makes Quality First Impression

Technical Knowledge Aptitude High Standards Acceptance Versatility

Inside Sales Team Development

Team Training Reinforce Value to Sales Organization Training Program: Model on Field Sales

Force Product Knowledge Development Field Sales Presentation System

Subsequent Phone Sales Training Modify Selling Strategy for Inside Sales

Frequent Manager Listen-In (Post Training) Selling & Territory/Time Management Skills

Marketing Messages

Marketing Tie-In Support Targeted Market Direction

Rapid Delivery to Desired Account Segments New Product Launches Customer Call to Action

Support Flagging/Underachieving Products

Support Critical Open Field Sales Territories Maintain Sales Momentum During Transitions Delay Filling Position Until New Fiscal Period

Marketing Messages

Message Delivery Adapt Message for Inside Sales Calls

Verbal (Non-Visual) Delivery Sell not Tell

Quick Presentations to Gain/Build Interest Build Credibility with Customer Establish Call Rapport

Sales Call Process

Sales Development Stages Awareness Consideration Evaluation Closing Usage Ladder Movement

Sales Call Process

Light/Moderate Touch Messages

Goal: Gain Initial/Increased Product Usage Nurture & Qualify Account

Build Relationship AND Trust Make First Usage Decision Easy

Product Sample, Free Trial Low Financial Commitment

Remove Complexity from Sales Closing

Sales Call Process

Call Cycle: Initial Call (Light Touch)

Introduction Verify/Collect CRM Data Identify Decision Making Process Present Company/Brand Marketing

Message Demonstrate Value of ISR Relationship

Sales Call Process

Call Cycle: 2nd/3rd Call (Moderate Touch)

Further Account Understanding Competitive Product Usage Uncover/Understand Needs (Value-Pain-

Urgency) Reinforce Company/Brand Message Product Introduction & Customer Value Gain Commitments

Sales Call Process

High Touch MessagesGoal: Consistent Product Usage Leverage Trust Relationship Build Upon First Usage Experience Account Appreciation

Value vs. Competitors Partnership Value

Sales Call Process

Call Cycle: 3rd/4th Call & Onwards (High Touch)

Previous Call Review Review Commitment Activity Close: When Account Recognizes Value

Finalize Purchase Details Establish Follow-Up Schedule

Groundwork for Usage/Portfolio Expansion

Sales Call Process

Account Development Progress Move Along Product Usage Ladder

3rd Choice → 2nd Choice → 1st Choice Additional Product Portfolio Presentations Recognize: No Development Progress

Uncover Obstacles/Objections/Customer POV Evaluate/Improve Presentation Strategy Rethink Account Prioritization

Sales Call Process

Special Projects Target Active Field Accounts

1 or 2 Call Max Special Product Promotions

Quick Marketing Introduction Contact Lapsed Accounts

Determine Reasons for Competitive Switch Complaint Resolution

Performance Evaluation

Metrics: Call KPI Calls/Day

Inbound vs. Outbound Sales Presentations vs. Service Calls Decision Maker vs. Influencer/User

Sales Call Length CRM Data Collection & Input

Performance Evaluation

Metrics: Sales Revenue Measurements

Sales/Territory & Sales/Call Rep Sales: Month/Quarter/Year

Account Development Accounts with Sales Status Improvement

Activation → Purchasing → Loyal → Advocate Cost/Call

Performance Evaluation

Metrics: Customer Value Customer Acquisition Cost Customer Long Term Value Sales Growth (Dollar and Percentage) Product Category Share Growth

Performance Evaluation

Inside Sales Team Evaluation

Team Sales Performance to Goal Account Penetration Increase to Goal Team Members Exceeding Goal Team Member Turnover Rate Perceived Value Within Sales Organization Headcount Increase/Decrease

Determination

Questions & Answers