Transforming Hunters and Farmers
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Transcript of Transforming Hunters and Farmers
Transforming Hunters and FarmersMike Cleland
Agenda
• Advantages of a Mixed Client Portfolio• Key Challenges• Three Key Steps• Overview of Management Tools
Important Considerations
• Simplicity Remains A Key Priority• Strategy Must Align with Delivery Capabilities• Fix then Expand• Ensure the Proper Runway
The Mixed Portfolio
Sales Maturity Model
Owner Operator
Primary Strategy Mixed Portfolio
The Strategies of Sustainable Growth
• Large Account Business Development• Large Account Penetration• SMB Business Development and
Maintenance
These are all distinct, because the three elements of the sales strategy are different.
The Sales Strategy
Value Proposition Sales Process Targeted Buyers
• What are the accounts we must target or grow?• Who are the decision makers that determine our success?• What do they care about that drives buying decisions?• How should my sales organization behave?• How must I manage to ensure alignment?
Advantages of a Mixed Portfolio
• Leverages value of the branch sales model• Balances growth, diversification and
profitability• Retains the company’s sales edge
The Branch Model: Key Differentiators
• Alignment with end buyers• Strong local client relationships• Powerful local sourcing capabilities• Real time and in-depth market intelligence• Culture focused on business development
All these elements lead to a diverse, productive, and profitable client base.
Growth, Diversification, and Profitability
Advantages:• Drives Growth • Farming Sales Role• Predictable GM
Disadvantages:• Undermines
Diversification• Lower GM• JO Productivity
Large Accounts
Growth, Diversification, and Profitability
Advantages:• Account Diversification• Higher GM• JO Productivity• Growth Rate
Disadvantages:• Sustainable Volume• Hunter Sales Role• High Client Expectations
SMB Accounts
Retaining the Sales Edge
Organizations naturally evolve towards delivery:
Mixed portfolio retains the sales edge of the organization
Job Orders
Interviews
Placements
Calls
MeetingsCalls
Meetings
Job Orders
Interviews
Placements
Challenges
Challenges
• Multiple Buyer Types• Multiple Sales Roles• Multiple Processes
A mixed portfolio requires creative and flexible management.
Buyer Types
• Staffing Program KDMs• Program Hiring Managers• SMB Buyers
Each buyer type has unique motivations and buying methods - even within the same company
Multiple Sales Roles
Large Accounts• Program Hunter• Direct Hunter • Account Manager • Delivery Manager
SMBs• Direct Hunter • Sales Support
Multiple Processes
• Prospecting• Account Qualification• Account Penetration• Lead Generation and Follow-Up
Managing Complexity
• Ensure Your Current Strategy is Strong• Everyone Must be Managed• Trust but Verify - Be Actively Engaged
Three Key Steps
Three Key Steps
• Understanding Customer Perspective• Defining Your Sales Roles• Managing to the Strategy
These three key steps are essential to any sales organization regardless of complexity
Understanding Customer Perspective
Account Funnel Management
Account Funnel Management focuses on business development through the perspective of the customer.
• From Prospects to Clients• From Clients to Anchors• Disqualification
Account Qualification
• Qualify the Match• Define the Key Relationships• Determine the Best Approach
Qualifying the Match
Defines the type of accounts the sales people should be targeting and how they should be qualified. Areas include:
• How well does the client’s approach to staffing match yours?
• What is expected job order volume?• What is the expected timeline?• What Investments are required?
Defining Key Decision Makers
Every decision maker has their own motivations and approach to choosing partners.– Who are the key players?– What do they care about?– How do they buy?
Determine the Best Approach
Each buyer type requires a different approach. Selling to staffing program KDMs requires managing a complex sell where SMBs are more tactical.
– How do we sell?– What type of sales person do we need?
Assignment
Once the account funnels have been defined you must decide on your assignment method:
– Laissez Faire– Buyer Type– Account List– Territories
Key Questions
Is your sales team aggressive and focused?Is your sales team spending enough time prospecting?Are you getting enough job order volume from new accounts? Are your new job orders from desirable accounts?Are you maximizing the return on current clients?Does your sales team require ongoing coaching?
Defining Your Sales Roles
Sales Roles
Large Accounts• Program Hunter• Direct Hunter • Account Manager • Delivery Manager
SMBs• Direct Hunter • Sales Support
Sales Roles
• Define Success Factors• Define the Role• Right People in the Right Roles
Success Factors
• Who Must They Sell To?• How Must They Establish Credibility and
Trust?• How Must They Run Their Desk?
The role is defined based on the answer to these questions
Right People Right Role
• Style• Skills• Maturity
Style
Style captures the preferred way a sales person relates to clients and establishes trust and credibility.
Personality assessments can give insight into a sales person’s natural style.
Style: DiSC Assessments
• Credible• Approachable• Relevant• Flexible SC
D i
Managing to Style
• With coaching, some sales people can quickly adapt their style based on requirement of the buyer type.
• In some cases they cannot adapt and need to shift roles.– Strong D’s and Account Penetration– Strong I’s and Hunting SMBs
Skills
• Desk Management• Activity Level• Consultative Selling• Relationship Selling
Adaptability
• Level of Independence• Ability to Adjust Approaches
Key Questions
• Do the success factors match the dominant style of the sales person?
• Does the sales person have the required skills?
• Can the sales person adapt both their style and skill set?
Managing the Sales Strategies
Capturing the Customer Perspective
Management Tools
Account Funnel Tools
• Target Account List• Staffing Program Tracking• Account Planning
Target Account List*
• Lists the Assigned Accounts• Captures Qualification Data• Time Allocation• Effective for SMB and Large Account
Hunters
Staffing Program Tracking
• Track Staffing Program Opportunities• Multiple KDMs• Action Items• Sophisticated CRM with Project
Management Capabilities• Effective for Program Hunters
Account Planning*
• Template to Map Out Opportunities• Focuses on Account Penetration• Provides Structure for Forecasting• Use Only for Growth Accounts• Effective for Account Managers and
Large Account Direct Hunter
Personnel Management
Management Tools
Performance Management Tools
• Assessment Tool• Scorecard Review• Account Activity Report
Assessment Tool*
DiSC – Sample Sales Profile and Brochure– Customer Interaction Guide– Group Culture Report– Management Profile
Performance Scorecards
• Metrics– Customize Based on Sales Role– Reviewed Weekly or Monthly– Benchmarking Goals vs Trending– Activity, Quality, Results
• Reference Account Funnel Tools– Objectives– Forecasting
Account Activity Tracking
• Focus the Metrics on the Sales Strategy• Ensures Quality of Activity• Identifies Wasted Effort
Wrap UP
Wrap UP
• Mixed Portfolio’s Benefits • Challenges of Complexity• Begin with the Customer• Define your Sales Roles• Customize your Management Approach
Q&A
Mike Cleland770.380.0046