How to Achieve the Gift of Sales Management
- Value proposition
- Prospect qualification and service delivery road map
- Coaching and mentoring
- Success indicators
Let’s look further into how each of these 5 areas is crucial for success in Sales Management.
A value proposition is the reason for an agency’s existence. It describes how the firm creates value for others. It allows the agency to stand out in a crowded marketplace. When all members of the staff understand and embrace the value proposition, they become engaged and active contributors to the sales culture.
A unique value proposition is a concise, clear and compelling statement that describes why a potential customer should buy a particular product or service, how it exceeds that of the competition and why it is worthy of the price they must pay represents the first link.
Does your firm have a value proposition that explains the tangible results that your customers will receive and the unique benefits you bring to bear that others cannot?
The Playbook represents the capabilities of an agency including, client acquisition, account management and quality assurance strategies, systems and tools. It is the second link in the Gift of Sales Management.
In the game of football, the coaching staff and players spend countless hours studying their playbook. While the coach never gets on the field, he demonstrates and rehearses strategies to achieve success. When players execute a play properly, the coach rewards the performance. When the execution is lacking, the coach gives them a pep talk and reviews the play. When the game is over, the players and coaches analyze results so they can continue doing what they did right and learn from their mistakes. With the playbook, the coach is able to execute, motivate and win!
High performance agencies understand the importance of play and skill development. It is for this reason they dedicate so much time to building their offensive (business development) and defensive (client retention/intimacy) systems.
Prospect Identification, Qualification and Service Delivery Road Map
The third link to sales management success is a Prospect Identification, Qualification and Service Delivery Road Map. This critical component of a Sales Management System includes strategies to fill the pipelines, criteria filter to screen out “commodity shoppers” and a planning process which flaunts the agency’s unique capabilities.
A focused and efficient Sales Management system effectively utilizes a referral network of loyal, enthusiastic clients and centers of influences to identify and screen prospective clients supported by a social technology platform.
Coaching and Mentoring
Perhaps most important link is the role of the Sales Manager. Effective communication, guided discovery, prospect research & qualification, interpreting account profiles and building networks are teachable skills. The Sales Manager must be a good listener and able to communicate and connect with team members of diverse artistic talent. The most productive sales manager is a person who demands the best from his or her people. This person also has a unique ability to re-energize individuals who may have “lost the fire”.
As with a winning football program, the Sales Manager develops talent and offers feedback. It is for this reason top notch Sales Managers follow a regimen consisting of:
- Visioning and goal setting
- Value proposition mastering
- Play execution
- Communication of expectations
- Teaching how to overcome objections
- Constant feedback
With a system comprised of strategies and tactics, the Sales Manager is able to maximize the performance of his or her business development team.
The final link in the Gift of Sales Management encompasses the organization’s ability to monitor the results of the sales system. Critical indicators include activity based performance, sales funnel forecasting, quality new business appointments as well as the hit ratio. These key performance indicators allow the firm to benchmark the effectiveness of the sales process and achieve results measured against targeted goals and objectives.
In today’s challenging business environment, an organization must be relentlessly committed to success indicators and fact-based data. It is this discipline that drives performance.