7-Step Framework for Crafting a Bullet-Proof Sales Strategy in 2019
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What You'll Learn: - How to develop a rhythmic sales process that predictably converts opportunities into revenue - A simple 7-step framework that you can follow to craft a winning sales strategy - The “bridge” between strategy and successful execution (hint: 90% of sales organizations don’t implement this) - How to “back into your number” by building combining the sales process with demand generation
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7-Step Framework for Crafting a Bullet-Proof Sales Strategy in 2019
- 1. 7 Step Framework for Crafting a Bullet-Proof SALES STRATEGYIn 2019
- 2. “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu
- 3. Start new job as VP Sales Work with marketing to fill the funnel Roll-out fresh new sales methodology Get rich. Hire, hire, hire until you hit IPO The Usual Sales Story
- 4. It’s an inspiring and thrilling story BUT
- 5. It’s an inspiring and thrilling story BUT incomplete misleading
- 6. Many sales leaders try.
- 7. Many sales leaders try. Few survive for long.
- 9. Account Profile Buyer Profile Sales Process Customer Conversations Demand Engine Training & Certification Ongoing Coaching ExecutionStrategy 7 Step Sales Strategy Framework End-to-end from strategy to execution
- 10. Account Profile Buyer Profile Sales Process Customer Conversations Demand Engine Training & Certification Ongoing Coaching ExecutionStrategy STEP ONE: Account Profile Understand your ideal customer
- 11. The key is defining who you should target?
- 12. The key is defining who you should target shouldn’t (and why)
- 13. Nothing breaks your sales machine like poor targeting ✓ Don’t assume your team knows this as well as you ✓ TRAIN continuously ✓ Who to target? What not to?
- 14. Account Profile Buyer Profile Sales Process Customer Conversations Demand Engine Training & Certification Ongoing Coaching ExecutionStrategy STEP TWO: Buyer Personas Resonate with each player in the buying process
- 16. What makes a buyer persona useful for sales? Based on reality, not guessing How to talk to each What questions to ask Objections How to navigate
- 17. Account Profile Buyer Profile Sales Process Customer Conversations Demand Engine Training & Certification Ongoing Coaching ExecutionStrategy STEP THREE: Sales Process Build a rhythmic sales process that predictably converts demand into revenue
- 18. Build a Rhythmic Sales Process ✓ Identify the repeatable conversations your reps will have. ✓ Include calls, meetings, and emails.
- 19. Account Profile Buyer Profile Sales Process Customer Conversations Demand Engine Training & Certification Ongoing Coaching ExecutionStrategy STEP FOUR: Customer Conversations Define what good looks like
- 20. The Customer Conversation Map Buyer’s Journey for Business Problem: “The Gap” Active Pain Solution Development Solution Mapping Summarizing Value Proof What the buyer is thinking I have a problem. What’s the cause? What approaches are available to solving? What’s the best one? How will X solution help me solve the problem? Does it address each pain point? What’s the big picture value I get? How can I be sure? Who else like me has done this? What were their results? Message Customer conversations are the #1 thing that separate your superstar sellers from the rest Visibility into conversations is the key. You can’t improve your underperformers if you’re blind Pain Solution Crack the code on your top producers. Transform your team into superstars. TouchBistro credits these insights to increasing close rates 10% across 70 individual contributors. I don’t know what my best reps do. I don’t know where my reps need coaching Coaching is too time- intensive Profile your best reps’ conversations. Pinpoint exactly how to improve underperformers Make call coaching time- efficient and scalable
- 21. The Customer Conversation Map Buyer’s Journey for Business Problem: “The Gap” Active Pain Solution Development Solution Mapping Summarizing Value Proof What the buyer is thinking I have a problem. What’s the cause? What approaches are available to solving? What’s the best one? How will X solution help me solve the problem? Does it address each pain point? What’s the big picture value I get? How can I be sure? Who else like me has done this? What were their results?
- 22. The Customer Conversation Map Buyer’s Journey for Business Problem: “The Gap” Active Pain Solution Development Solution Mapping Summarizing Value Proof What the buyer is thinking I have a problem. What’s the cause? What approaches are available to solving? What’s the best one? How will X solution help me solve the problem? Does it address each pain point? What’s the big picture value I get? How can I be sure? Who else like me has done this? What were their results? Message Customer conversations are the #1 thing that separate your superstar sellers from the rest Visibility into conversations is the key. You can’t improve your underperformers if you’re blind
- 23. The Customer Conversation Map Buyer’s Journey for Business Problem: “The Gap” Active Pain Solution Development Solution Mapping Summarizing Value Proof What the buyer is thinking I have a problem. What’s the cause? What approaches are available to solving? What’s the best one? How will X solution help me solve the problem? Does it address each pain point? What’s the big picture value I get? How can I be sure? Who else like me has done this? What were their results? Message Customer conversations are the #1 thing that separate your superstar sellers from the rest Visibility into conversations is the key. You can’t improve your underperformers if you’re blind Pain Solution I don’t know what my best reps do. I don’t know where my reps need coaching Coaching is too time- intensive Profile your best reps’ conversations. Pinpoint exactly how to improve underperformers Make call coaching time- efficient and scalable
- 24. The Customer Conversation Map Buyer’s Journey for Business Problem: “The Gap” Active Pain Solution Development Solution Mapping Summarizing Value Proof What the buyer is thinking I have a problem. What’s the cause? What approaches are available to solving? What’s the best one? How will X solution help me solve the problem? Does it address each pain point? What’s the big picture value I get? How can I be sure? Who else like me has done this? What were their results? Message Customer conversations are the #1 thing that separate your superstar sellers from the rest Visibility into conversations is the key. You can’t improve your underperformers if you’re blind Pain Solution Crack the code on your top producers. Transform your team into superstars. TouchBistro credits these insights to increasing close rates 10% across 70 individual contributors. I don’t know what my best reps do. I don’t know where my reps need coaching Coaching is too time- intensive Profile your best reps’ conversations. Pinpoint exactly how to improve underperformers Make call coaching time- efficient and scalable
- 25. Build a Library of What Good Looks and Sounds Like ✓ Turn theory into practice ✓ Skyrocket self-learning
- 26. Account Profile Buyer Profile Sales Process Customer Conversations Demand Engine Training & Certification Ongoing Coaching ExecutionStrategy STEP FIVE: Demand Engine Back into your number by understanding the metrics behind your revenue machine
- 27. Back Into Your Number ✓ Understand your historical conversion rates ✓ This allows you to accurately back into your number Activities Leads Meetings Opportunities Closed DealsExample from John Barrows
- 28. Account Profile Buyer Profile Sales Process Customer Conversations Demand Engine Training & Certification Ongoing Coaching ExecutionStrategy STEP SIX: Training & Certification Certify each seller on process and messages
- 29. Understand What Works, and Standardize on it ✓ Train the on the sales process and repeatable conversations ✓ New hires and veterans ✓ Certify: Role play, and live “combat” Gong Can Be Used to Record Certifications
- 30. Account Profile Buyer Profile Sales Process Customer Conversations Demand Engine Training & Certification Ongoing Coaching ExecutionStrategy STEP SEVEN: Coaching Turn underperformers into stars
- 31. Measure every rep consistently on what’s most important