We Manufacture Sales Productivity
There are only a limited amount of strategies you can follow to drive more productive salesforces to accelerate revenue growth.
- Expand the capacity of your salesforce
- Improve the close rate of your opportunities
- Decrease the length of your sales cycle times
- Increase your average order size
While expanding the sales force is a straightforward effort – developing new strategies, measures, and approaches to drive pipeline results in a rapidly changing buying environment.
Unclog Your Sales Pipeline
If you are like most B2B companies, your sales pipeline looks more like a python that’s eaten a big rather and a traditional funnel. You see the world through the lens of your forecasting process…
- Cutting through the clutter to get someone’s attention
- Finding a champion who will help introduce your sellers inside the company
- Getting an executive level sponsor who can help drive decisions
- Figuring out how to reduce the deals lost to “no decision”
- Defending your price or driving consumption services
Each of these challenges is a barrier for your sellers to overcome in each sales campaign.
Your customers vote with their time, and will only engage with sellers if they are adding value.
- Too much information to sort through in their busy day
- Determining roles on problems that cut across organizational silos
- Sponsor perceives too much risk in executing your business insight
- Navigating the internal agreement network to get buy-in on the approach
- Working with or around powerful internal procurement functions
Adding value is the key to success
Your customers obviously vote with their dollars, and when they do that, you can measure the transactions. They also vote with their time.
Specifically, if they are going to take time out of their busy day to field a call from your sellers and then how much time over a journey are they willing to invest. If you want to unclog your pipeline, shift the focus from what you are asking your sellers to do, and understand what your buyers require at each step of the journey.
Manufacture Valuable Conversation
It is a simple concept. Follow manufacturing principles to engineer better conversations at critical moments in time to:
- Win more deals
- Make them faster
- Get bigger ones
These results build on each other to achieve multiplicative value.
You accomplish this by performing a detailed analysis of your pipeline to identify where it is leaking the most value. From there, it is straight forward:
1. Understand what the customer needed to move on to the next stage.
Follow problem-solving techniques to determine the most effective way to move from one stage to the next. Developing this formula for success and sharing it with your sellers will improve your close rates.
2. Define the most effective sequence to present the information clients need.
By documenting the storyboard for delivering the information, you can provide tips to empower sellers to aid buyers through the steps other customers have gone through to accomplish that objective. By codifying these steps into a playbook, you can reduce the time it takes for the buyer to get comfortable and move on to the next level, thereby shortening your sales cycle.
3. Develop the content, tools, and training to make the message resonate.
The more you can capture the “what’s in it for me” value for each of the key players, while still keeping the core win theme simple, is a vital skill for sellers to help you defend your price. You can document this information into a client facing tool (like a value map) or design an experiential workshop. Either way, capturing the value-add for more stakeholders helps you command higher fees.
It’s Simple. Focus on Achieving Objectives
Sales is an all sum game. You win, or you lose.
There are only five (5) things that have to happen to successfully complete a sales process.
- Target the right stakeholders
- Gain access to those stakeholders
- Have a successful meeting with them
- Create a shared vision of success between your company and theirs
- Communicate an effective business case
Sales objectives require a simple “yes or no,” customer-verifiable action to ensure completion. This makes measuring progress easy while also keeping the focus on helping customers.
Target the Right Stakeholders
Focusing your resources, skills, and energy on the right stakeholders is a critical success factor. How we help:
- Use data from over 1,000 executive buyers to help you target the right people
- Gain buy-in among product, marketing, and sales teams on targeting efforts
- Develop reality-based stakeholder profiles and buying maps
- Micro-segmentation and opportunity quantification
Get Access to Them
Developing the right messages to cut through the clutter and the right strategies to get connected with new stakeholder outside of your comfort zone requires an outside-in lens. Ways we can help:
- Developing productive communities and advisory boards
- Creating custom research projects to create engaging thought leadership material
- High-end reference and referral programs
- Experiential training program to help sellers engage executive-level buyers
HAVE SUCCESSFUL MEETINGS
With so many resources and effort invested in helping sellers land important first meetings with executives, it’s essential those meetings are productive. Some of the ways we can include:
- Developing value scorecards providing a structured approach to evaluate messaging
- Sales playbooks and client facing resources to help frame the vision for customers
- Experiential sales training and simulations to prepare for executive conversations
- Sales feedback programs and targeted front line sales manager coaching
CREATE A SHARD VISION OF SUCCESS
Losing to no decision. It’s one of the most significant and most misunderstood problems facing B2B sales organizations today. Understanding what is actually happening behind the scenes within your customers is critical to developing the right strategies to overcome the challenge.
- Assessment or creating of buyer journey maps
- Creating conceptual maps and success paths to help gain internal buy-in
- Team development programs to develop coordinated messages for customers
- Developing customer workshops to achieve cross-functional alignment
BUILD A WINNING BUSINESS CASE
Understanding where the funding for your project is coming from is essential to determine the right kind of business case and value proposition to create. New funding models, payback periods, and buying committees are requiring sellers to develop different types of business cases.
- Evaluating the economic impact of your solution on your customers
- Researching competitive options and developing differentiators
- Assessing proposal and pricing practices against customer value drivers
- Providing deal review workshops for big opportunities