Look, if your sales strategy isn't sassy, you'll never get the attention of the eyeballs you need. Plus, it'll start to get people fired. And that's bad for growth, and more importantly, employee morale. So how do we find a way to break bread and create more effective selling techniques? The truth is finding a solution is hard. It's never one thing that could be tearing your sales goals apart. And wouldn't you know, now is not the time to stumble. According to Forrester, global SaaS software revenues are projected to reach as high as $106 billion in 2016.
Putting together an effective sales strategy is a heck of a challenge. Just ask any marketing nerd out there. Finding the right sales channel takes experimentation. You need to put together a sales team, and a marketing team if you don't outsource it. You have to execute effective sales planning and sales management behaviors. So many functions and processes intertwine when completing a strategy. The question is, how do you connect everything together to make it run effectively?
Consider A Different Approach To Your Sales Strategy
It's not wrong to think change is sometimes necessary. Sometimes we get stuck with being comfortable. Sales is about finding out what works. Does it make sense to have a salesperson make 18 phone dials before they reach a prospect? Based on Topo's knowledge, they've also learned that call-back rates are below 1%. How frustrating is it for a salesperson who makes their living on commission? Interesting enough, Timo Rein, President and Co-Founder of Pipedrive, thinks we should take a different approach to achieving such sales goals. Here's what he had to say:
“Imagine a bookseller who sets a goal to sell $1,000 in books each day. What if he sold nothing after talking to 17 people? And worse, what if prospect number 17 happened to be a very harsh rejection? It would surely get you down and make it harder to keep going." - Timo Rein
What if we changed how we approached meeting sales goals into activity goals?
“Now what if the same bookseller had an activity goal of talking to 20 prospects each day? Taking your focus off the $1,000 result-goal and shifting it on the activity goal meant that even if 17 were to say no, it wouldn’t matter – he would only have three prospects left to talk to.” - Timo Rein
Maybe this kind of thinking is great for solving a basic sales dilemma that salespeople have. Yes, making sales phone calls can be daunting. The point of this story is putting together a good sales strategy requires knowing the challenges your people are facing. You have to be willing and able to re-evaluate sales goals. Plus, it may help someone from losing their job.
Here's Some Food For Thought On Strategizing
What is a strategy? I'd like to think it's a configuration that allows us to maneuver through obstacles that hamper our ability to accomplish goals. The secret to this magic trick is figuring out how to accomplish your strategy. It requires tweaking your strategy as you go along. Sales planning plays a significant role in the process, so does sales management. Sometimes, we get so focused on executing the game plan that we forget what goes into it.
Great sales strategies are never simple. Still, your strategy should have some elasticity to it. Meaning, you should be able to tweak it if necessary. Apparently, in a study, Avanade, learned more than 80% of businesses have changed at least one business process over the last 3 year to engage with customers better. The point is, tweak it when it needs to be tweaked. So how do you tweak your strategy?
How You Can Easily Evaluate Your Strategy
Figure out how to break down each process. Start by learning how many processes are involved. Label each one, then place them in sequential order. Define a level of difficulty for each process: simple, normal, or complex. Determine the completion time for each process. Later on, you'll learn that these steps play a vital role when evaluating sales strategies.
The hard part is determining how you define executing efficiency throughout your strategy. One thing is certain, how long it takes to complete processes is one measurable to track. Tracking any delays or hiccups in each process is crucial because such delay may impact executing a sales campaign efficiently. And while the world is driven by results, we mustn't forget what that truly means to our plan. You can't evaluate efficiency without adding results into the equation.
Learning what results are invaluable when determining efficiency relies on the business you run. Efficiency is easier to gauge in the B2C world versus B2B. You have to include metrics that impact conversions. For example, your salespeople engaged with prospects on Twitter, during a chat that was promoting a sales convention both parties were attending. This engagement lead to generating the only leads at the convention. It is a metric you need to know, and take into account in your sales strategy.
You Can Achieve Your Sales Goals
At the end of the day, sales are about revenue. It's about quotas. Somewhere in between making money and increasing profit margins, we forget about the work that is required of us to attain it. Sales strategies have to emphasize the value of people. Yes, that's right. People. Don't forget them. They play an intricate role in fulfilling your sales strategy. So don't be a leader that plays buzzword bingo with your title. Roll up your sleeves, and work the trenches with your people if that's what it takes to achieve success.
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