I wanted to share with you K.Coaching’s proven method for building a successful and sustainable sales organization. We call this our 7 Steps to Sales Success.
When you review the model, keep in mind the order of the steps are important; with the first step being the foundation and the subsequent steps building from each other. In my experience, companies will have most of the steps,but some steps are weaker than others. In many cases, businesses will skip steps all together or not realize the many componentsof that step and their importance.
A great exercise would be to read through the below model and determine the strength of your steps. Then decide what you can do better or different to strengthen them.
1. MVP – Mission/ Vision/ Passion
What are your company’s mission, vision and passion? Where does it reside? Are they on a website, in your head, or in the hearts and minds of all of your employees and customers? Employees want to know they are working for a business that has a purpose, a plan and vision for the future. What is your WHY? Why are you doing what you are doing every day? What drives you? Are your dreams, realities, guiding principles and core values well established and understood by all?
2. Build Your “Go to Market” Strategy
Once you have a clear picture of your “why” and your ultimate outcomes, it’s time to begin a deeper dive into your company, the competition and the industry. Understand your Strengths, Weaknesses, Opportunities and Threats by doing a SWOT analysis every year. Understand what is happening in your market. What is the competition doing? Where and how is your current business growing? What are the changes and needs of the customers?
3. Get Tactical with the CPR Model
After you have done this discovery, you want to play from a position of strength and build a tactical plan around what you can realistically accomplish within a given period of time. Where is your business weak as it pertains to the business trends of growth and attrition? Then determine what the tactical game plan should be. Prioritize your activities based on what will make you the most money, can be implemented the easiest, at the lowest costs. We suggest looking at CPR activities in the three areas of Conversion– new business, Penetration -selling more to existing accounts and Retention -creating customer loyalty. When you have all these tactical plans being executed simultaneously, your business will grow.
4. Clearly Define and Communicate
Once you know the “what to do”, now it is time to put the meat on the bone and clearly define and communicate the Go to Market Strategy and CPR Game Plan. We suggest creating a company DOGOM as a means of documenting each strategy in a clear and concise fashion, so that you can best communicate, execute and lead your game plan. Describe the strategy, what are the Objectives? List the specific Goals. Who is the Owner and how will you Measure and Monitor for accountability?
Your management system and sales process should be communicated. Each sales rep should be aligned to the company plan with their individual expectations and objectives as well as tactics tied to goals and quotas.
5. Measure and Monitor Accountability
Often companies are weak in Steps 4 and 5, and then the plans and strategies don’t get executed and lead through the sales team. Everyone gets busy and seemingly working hard, but without team and individual accountability the best laid plans fall apart. We suggest monthly one-on-ones for individual accountability and regular team sales meetings to reinforce company strategy.
Regular score boarding against quotas and expectations should be done while creating a culture of camaraderie and fun.
6. Develop and Motivate
Unfortunately, this is the step that often gets forgotten. The sales organization may have all of the above steps intact, but the sales reps are then left to fend for themselves; be self-motivated and expected to learn and develop along the way. Begin this step with score boarding your reps as an A, B, or C player. This should be based on the competencies needed to be successful in their position. Are they meeting their sales quotas? Are they a team player with the right attitude? Then you can build a developmental plan along with them, for continuous improvement. This step should include reward and recognition, motivation by listening and understanding while coaching and driving the behavior that you want… because they want to do it.
7. Leadership with PUC
This is the most crucial step of all. You may have all of the previous steps, but without effective leadership you will ultimately fail. Leadership with PUC is leading with Passion, Urgency and Commitment. It is about having an inspiring positive attitude and fearless focus. This is the style in which to lead the system that you have created in the previous steps.
Now that you have assessed your company’s effectiveness in each of these steps, reflect back. Would strengthening a particular step have driven better results? What needs to change?
Krista Moore, president of K.Coaching, Inc., an executive coaching and consulting practice that helps hundreds of companies maximize their full potential through enhancing their sales strategies, sales processes and sales leadership.