Over the course of the last year, I have had the opportunity to work with countless organisations and entrepreneurs to assist them in building sales strategies primed for scale.
Through the majority of these engagements, many of the same questions and concerns arose, typically based around individuals either not being great salespeople or companies simply having no idea how to implement a successful sales approach.
This inspired me to write about this week’s topic, to share with you 3 points of consideration when it comes to implementing an effective sales strategy:
1: Set measurable targets
Through many of the conversations I have had with entrepreneurs and companies eager to scale their sales results, I have been amazed at how few actually have measurable, sales-specific goals they’re working towards.
Without an end goal, how do you know what your chasing and how can you set an effective plan of action which will get there? You need to have specific, measurable and aspirational goals based around revenue, growth and areas of optimisation.
By setting targets, you’re able to work backwards in setting an effective game plan to execute against them.
2: Define and implement a sales process
Many of the people I have spoken to this year have been of the belief that salespeople are born and results just happen as long as the right people have been employed.
The reality is that the majority of effective sales functions understand that in many ways, sales is a science which can benefit from a systemised approach.
By creating a foundation and setting a sales playbook, you’re able to drive repeatable sales motions for your team to follow which should inherently drive predictable results.
It is not enough to simply hire the right people and hope that results just happen, you need to discover or create a system that works for your organisation and allows you to scale based on predefined inputs.
3: Measure and refine results
Once you have set your targets and implemented a process to get you there, you need to measure your results with frequency.
You should be measuring your performance against the targets you have set along with having a clear understanding of where your process is falling down.
If you have set a target to win 100 new customers this month and are tracking behind pace, you need to be able to identify where and why the process is falling down.
Are we not getting enough leads or are we getting enough leads but failing to actually close transactions?
This is where the importance of having a systemised approach comes into its own, as you will be better positioned to identify what aspects of your process require attention in order to make improvements.
Once you have identified your weak points, it’s important to put a structured development plan in place to optimise these areas to enable a more robust approach moving forward.
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Disclaimer: All views expressed in this article are my own and do not represent the opinions or views of my current employer or any entity whatsoever with which I have been, am now, or will be affiliated. This post is for informational purposes only and any advice should be followed at the reader's own discretion.
©2019 by Alex Alleyne