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Sales Process and Strategy. Josh Campbell. Nominet Trust Academy, 2012. Agenda. The science of selling Process and metrics Maximise lead conversion Sales strategies Maximise opportunity conversion Most common mistakes Summary. The science of selling.

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sales process and strategy

Sales Process and Strategy

Josh Campbell

Nominet Trust Academy, 2012

agenda
Agenda
  • The science of selling
  • Process and metrics
  • Maximise lead conversion
  • Sales strategies
  • Maximise opportunity conversion
  • Most common mistakes
  • Summary
the science of selling
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
the process and metrics
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
maximising lead conversion
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)
campaign strategies
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
maximising conversion rates
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
most common mistakes
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
summary
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