- Is your Ideal Client Profile (ICP) properly Defined?
Defining or profiling your organization's ideal client is extremely important to ensure focus and consistency. By defining your target, sales people can have a laser-like direction in pursuing new business and managers know what is good business and what is bad business. In down economic times, taking on business is important but taking on good business is more important. Many companies in an effort to survive deviate from their targets. This may work in the short run, but without a focus, sales people may drift away from profitable business or management may take too many risks in trying to achieve growth. Stay within your profile, and the company and your sales people will find success in a much more rewarding way.
- Does the Market need your product or service?
Over the years we've been approached by many entrepreneurs knowing they had the best idea ever. Some ideas do seem to be great, but others are just too advanced for the average user to understand. Many ideas are strong but the application to the targeted market won't bear fruit. Even if you've been in business for years, you must evaluate your position in the market. You must know if your customers still demand your product, or if the competition has grown beyond your capabilities.
- Have you established a Sales Training Program?
Sales Training programs need to develop consistency throughout the sales team. Each sales professional typically has nuances that make them successful, but delivering the message consistently and touching all the key points in the sales process is essential. Sales training should reinforce the positives and work towards strengthening weaknesses. Focus on specific areas of concern, then make immediate corrective actions so bad habits don't formulate. Even the top sales professionals should welcome new ideas and look forward to gaining tips and ideas to win new business. Use your top sales people as guides to help your underperforming reps. Remember -- training is a lifetime event, not a weekend seminar!
- Do you have a Winning Sales Strategy?
Before each year your sales strategy needs to be analyzed for 5 key elements - Target, Direction, Methods, Management and Success. Are you aiming at the right target, has your direction been laid out, and is it understood? Have you prepared your team with the right methods and tools? Do you have methods of measurement to monitor success? Have you hired the right people? Can you verify where you've been successful and are you celebrating your success? Selling is difficult enough, so remember to find your target, align your goals, measure your success and celebrate your victories!
- Is your Selling Process Defined?
Managers need to align their processes to meet corporate expectations. In order to effectively manage sales and grow an organization, the selling process must be properly communicated and educated to the front line and the support team. We have seen 24 step sales processes and 4 step sales processes within organizations. Neither is right unless the end result can be effectively and efficiently communicated and managed. Managers, Executives and Board Members rely on the consistency and accuracy of the sales team, so proper alignment is essential to growth and stability.
- Is your Sales Support Structure in Place?
Sales professionals are only as successful as the support team around them. Sales support includes finance for pricing, technical assistance for the bits and bytes talk, marketing for lead generation and communication, and proposal and research teamwork along with executive support to get the deals closed. Sales will not be effective if the team is not complete. Working as a team is the key to future success.
- Do you have the Right Sales Team in Place?
Have you spent the necessary time evaluating the hiring process within your organization? Have you formally reviewed each sales person's performance on a semi and annual basis? Have you implemented a sales training program that is continual throughout the year and reinforces the selling process you've established? Hiring the right people eliminates struggles further down the road. If you have dedicated professionals with a targeted focus, you'll be ready to succeed.
- Are your Sales Goals Aligned with the Corporate Goals?
Review and verify your sales incentives. Many times sales goals are not aligned to meet the real corporate requirements. If your company needs to achieve a higher result in a specific area then confirm you've placed enough performance based incentives on the targeted area. Sales people sell where they make money, it's that simple. If incentives are weighed towards achieving financial success versus corporate requirements, sales will lean towards individual financial success. Each year quotas and commission plans should be evaluated and tested.
- Keeping Clients is less expensive then acquiring New Clients.
It is imperative to work directly with your existing clients and make sure that you are exceeding their expectations. Working closely right now is the most important time you can spend.
- Sales training is not something that comes in a can!
Sales training is not something to be completed in a week and considered done! Proper sales training is ongoing and focused on your company, your clients, your product and your process. Beware of sales training that fits every company. Training a team of sales professionals depends on many factors and must be ongoing and reinforced throughout the year.
Making adjustments to your team will ensure earlier success for next year. Reducing sales cycles and eliminating non-selling activity should be a focus for the management team. Increasing effectiveness through proper hiring practices, targeted marketing campaigns and ongoing training programs will result in success for 2009 that can't wait until next month.
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