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Sales Playbook
1.
© 2015 Bruce
Kopkinn1 Sales Playbooks: The Good Book To Optimal Performance January 13, 2015 Bruce Kopkin: President – Executive Sales and Marketing Association
2.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Agenda Objective What is the Problem? What Is A Playbook? How To Be Successful Examples Summary and Takeway
3.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Is the Problem Worth Solving? 3 Is There A Problem Worth Solving?
4.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Do You Have Any Disconnects? Scott Adams is one of most insightful business experts around.
5.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin The sky isn’t falling…it fell! Aberdeen and IDC fast facts on market conditions 52% of companies have seen marked decline in purchase volume or frequency 73% of companies have seen purchases postponed 75% have been forced to make financial concessions 76% report Sales Cycles have extended 71% indicate economy has hurt relationships with channel partners 53% report increase in number of leads needed 54% report negative impact on Marketing execution
6.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin Best In Class Does Make A Difference…. 0% 20% 40% 60% 80% 100% Common lead definition Marketing materials mapped Common view of data Unified customer data Information sharing by reps Others BIC Source: Aberdeen 2009 Sales Intelligence Benchmark
7.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin ….To The Top And Bottom Lines Percentage represents companies identifying positive improvement 0% 20% 40% 60% 80% 100% Revenue by acct Bid to win ratio Average deal size Lead Qualification Rate Customer Acq. Costs Market Share Others BIC Source: Aberdeen 2009 Sales Intelligence Benchmark
8.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin Sales Playbook is BIC Activity 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Indiv. accountability for lead mgt. Formal communication process Defined mktg. measurement metrics Dashboards track lead activity Sale & Mktg. review pipeline weekly Others BIC Source: Aberdeen 2008 Lead Nurturing and Lead Scoring/Prioritization Benchmarks
9.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Why Is It Difficult To Solve? 9 Why Is It Difficult To Solve?
10.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Is There Respect Or Trust?
11.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin What is a Playbook? The official set of processes, strategies, tactics and actions for the entire selling community Combination of Sales, Marketing, Project, Support, Product Compilation of Best Practices from Best Performers Defines your prospects Defines your messaging Defines your tasks and steps
12.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin Is there a Secret Sauce For Success? It is Consistent messaging…… …..solved through enforced scripting How To Be Successful With Playbooks
13.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Lead Positioning Steps to the Order Qualification Questionaire Opportunity Questionnaire Reject Reject Negotiation Planner Proposal Survey Proposal Qualification aire Survey Close Win Loss Analysis Playbook Positioning There is a “script” for each step from start to finish.
14.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Email blasts Booth visits (warm) Manual Filter CRM Qualification CRM Sales Specific Projects (cold) Partner Opportunity Reports Reject Steps to the Order Drip Marketing Marketing Analysis Web contact 800# (warm) Reject Opportunity Review RejectReject Reject Appt Setting (warm) Lead Generation and Qualification Process Each step must cover all options and paths
15.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Business Opportunity Review Review Selection 4 Team Review - SE - Kopkin - Wray - Roth - Long - Wheeler - Levy 5 Decision Criteria - Market - Revenue - Solution - Partners - Legacy systems - Competition 6 Solution - SDM/Suites - Gaps - Partners - Interfaces 7 Strategy - Vision - To be/as is - Phases - Schedule - Pricing - Competition - Leader/laggard 8 Team - Exec. Sponsor - Members Steps to the Order 10 Qualified Lead 1 Sales Executive 2 Go/No Go 9 Reject Updates - Review schedule - Milestones Prospect Discovery Call 3 Steps to the Order Break each step into Questions and Next Steps
16.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Business Opportunity Review Each step must have a set of questions The answers must lead to a next step or resolution
17.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Process Development 17 Process Development
18.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG The Process 1. Determine who you are 2. Market identification 3. Prospect targeting 4. Who do you have to do the tasks 5. What is your complete Customer Lifecycle
19.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Who Are You? Established • Your Brand is known – people will see you. • They have a preconceived opinion of you Niche Payer • Looking to add new customers? • Looking to expand installed base? Unknown • New company or new geography • Must earn the first call
20.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Market Identification For whom does your Value Prop resonate? Do you have a Market specific message? Does your broad message translate? Must ensure that your messaging hits what your market needs to hear. Must develop Market-specific messaging
21.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Prospect Targeting Within a Market, who are your Prospects? Early adopters willing to take a risk Risk-averse Large or complex enterprise Simple organization Installed base considerations Age Public / Private
22.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Who Do You Have To Do The Tasks Lead Generation (internal / external) Demand Generation Qualification Pursuit Demonstrations Strategy and tactics References Remove Conflicts of Interest and ensure agreement
23.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG What Is Your Complete Customer Lifecycle Off the shelf Custom Project / installation required On going support Need to ensure everyone appreciates that they are part of the long term selling team Can help or kill future business
24.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG How To Create The Playbook Determine what is working best • Emails - collect those that worked • Scripts - listen and transcribe • Collateral • Processes Document the process Get started Fine tune
25.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG Or you can……..
26.
KEN S&M SIG
– Sales Playbook: The Good Book To Optimal Performance © 2015 Bruce Kopkin KEN S&M SIG
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