Sales Process and Strategy

1. Sales Process and Strategy Josh Campbell Nominet Trust Academy, 2012

2. Agenda • The science of selling • Process and metrics • Maximise lead conversion • Sales strategies • Maximise opportunity conversion • Most common mistakes • Summary

3. The science of selling • Successful sales people exhibit following qualities • Willing to ‘cold call’ socially • Passion • Planning • Listening • Accountability • 80% science, 20% art • 2 main attributes to success • Activity and technique • Process and strategy to follow for success • Not complex

4. The process and metrics • AIDA • Attention • Interest • Desire • Action • 4 key numbers / ratios • Number of leads generated • Number of leads converted to opportunities • Number of opportunities converted to sales • Average deal size

5. Maximising lead conversion • Ideal Customer Profile • Fix / Do / Avoid • For Qualitative lead generation start high • Lots of published information • To get exec attention - WYWYN • Keep it short • Talk about them, not you – subject line ‘you….’ • Ask for what you want • ‘Elevator pitch’ • 5-15 seconds – evidence! • Different for different sectors / customer types • Inbound leads degrade quickly • Instant action – mix media if necessary and persist (6x)

6. Campaign strategies • 5 ‘strategies’ • Disengage • Defend (nurture) • Frontal – 3 to 1 advantage • Flanking – move the goal posts • Fragment – ‘land and expand’ • Your biggest competition is ‘do nothing’ • Meeting strategies • Best possible / minimum acceptable

7. Maximising conversion rates • Referrals • High-influence coach • Inbound lead • Regularly review as a team in structured way • Use common language / methodology / scoring method • There is a project • Owner / time-scales / budget / name • There is a compelling event • The customer has a good fit with your ideal criteria • You maximise your strengths and minimise weaknesses • You get creative • What other IP do you have? • Understand DM process

8. Most common mistakes • Lack of activity • focus on you and your product / service • Poor qualification • ‘Lone wolf’ • No planning • Don’t nurture when no immediate opportunity • Neglect top of funnel when in close mode • No coach • Don’t understand DM process • Don’t understand metrics – particularly lead source

9. Summary • Structure and methodology like any business process • People will buy if your product meets a key requirement • Fix / do / avoid • Listen then speak • Focus efforts on right things at the right time • Activity and productivity • Measure the key metrics • Review as a team • Plan every activity