Client:
Project:
Date:
Trelevate
Whitepaper
May 27, 2015
TRELEVATE WHITEPAPER
Sales outsourcing risks and rewards: a strategic approach to best practices
Executive Summary
Outsourced sales – why now?
Complexity pervades business today. Products, services and the business landscape
itself are exponentially more complex than just a decade ago, driven in large part by
technological advancement and the rapid rate of change it engenders. The more
complex business becomes, the greater the need for specialization.
Many high performance organizations are identifying that their sales function, though
essential to success, lies outside of their core expertise. So while their ability to excel at
delivering a suite of products and services may be high, their ability to effectively design
develop and manage a high performance sales group is not.
This has made sales outsourcing an important consideration for more and more
organizations. Unfortunately, outsourced sales has also introduced its own inherent
risks. These risks fall into two basic categories. 1) Will I get the results I’m expecting in
terms of bottom line numbers? 2) Will the outsourced sales team, who are acting as the
face of your brand in the field, build my brand or damage it?
To address this risk, and to consistently deliver an optimum outsourced sales experience
that aligns with high performance standards, Trelevate developed RTrac. This
proprietary methodology delivers high performance sales specialization, while
mitigating risk through the following comprehensive process elements:

Values alignment – a true outsourced sales partner is effectively an extension of
your brand and should mirror your fundamental values. For this reason,
Trelevate seeks only clients who share our own relationship-centric philosophy.

Strategic alignment – every organization is unique. RTrac encompasses a
comprehensive discovery process proven to identify priorities, define key
performance indicators, and craft a custom sales process from first contact to
close.

Talent selection and HR initiation – ultimately people drive sales. We
scientifically profile candidates, identifying predictably strong performers, who
are then hired as employees, maximizing their commitment and opportunity.

Training and program launch – training is essential to brand alignment and sales
success. RTrac provides for proven ongoing training, operations oversight and
field support.

Program monitoring and reporting – current intelligence is vital to sales
optimization. Trelevate generates near real time reporting that keeps clients up
to date and allows for on-going adjustment and fine-tuning for maximum results.

Quality control – Sales competency testing and proficiency reviews are just a few
of the tools built in to RTrac to maintain standards of quality throughout.

Culture of motivation and advancement – There is not substitute for a culture of
success. Trelevate nurtures this culture through a broad array of initiatives that
elevate our teams, our clients and our outcomes.
Values alignment in sales outsourcing: mirroring the values of the brands you serve
In the early stages of the evolution of outsourced sales, the outsource sales function has
largely been treated as a separate initiative isolated from the values and culture of the
brand that is being sold. This has led to disconnects throughout the outsourced sales
process, causing under-performance, unmet expectations and damage to brand
perception. To put it bluntly, only a brand that is unconcerned about creating quality
relationships with its customers should engage an outsourced sales partner who doesn’t
care about real relationships.
Trelevate understands that effective sales outsourcing calls for real alignment in terms
of values and culture. Shared values serve as the foundation for all the sales
recruitment, training and management that follows. If the outsourced sales partner
doesn’t think like the brand in fundamental ways, they will always be at odds with each
other, and will never optimize the opportunity.
Our RTrac methodology intentionally places relationships at the center of our process.
We only pursue partner-centric clients who viewing us as an extension of their business.
Also, our sales reps are hired, W-2 employees, operating on a base salary. This creates
more meaningful, lasting relationships that lead to predictably stronger outsourced
sales outcomes, which significantly exceed the productivity of the commission-only
model. The pre-contract discovery process sets the stage for our relationship and how
we ultimately will drive your desired behaviors.
Strategic alignment in sales outsourcing: accounting for the uniqueness of every
organization
Effective outsourced sales call for comprehensive strategic alignment. Being strategic
starts by treating each clients as distinct and unique. The cookie cutter approach to
outsourced sales is a formula for mediocrity that passively accepts missed opportunities
and underperformance, as part of a high volume, low efficiency approach. Such a onesize-fits-all attitude may drive cheap sales in the short term, but it also lowers the
quality of sales, the quality of interaction with potential customers and the overall value
of the program.
RTrac replaces this antiquated style of sales outsourcing with a rigorously defined
strategy that is intimately aligned with the brand it is representing. This starts with
identifying key performance indicators (KPIs) before the outsourced sales program
begins and overlaying them with our standards and expectations to drive daily behavior
of all departments. We then craft every aspect of the process to support the realization
of those KPIs. In this way, each sales outsourcing initiative is uniquely strategic to the
specific client’s resources, priorities and objectives.
Our sales analysts clearly define your value prop and entire process from first contact to
closing of sale. All collateral is similarly analyzed to ensure the right tools and messaging
are available. We establish the proper rep –to-manager ratio and associated
responsibilities, as well as defining territory management and back-end account
management structure. Also, an ROI model is created and tested to determine real
financial feasibility before dollar one is invested. In this way, predictability and client
satisfaction is built in to the very foundations of our outsourced sales initiatives.
Talent selection in sales outsourcing: taking the “miss” out of the equation
People are the secret in plain sight to outsourced sales success. Unfortunately, the old
school approach treats talent selection largely as a numbers game. High volume takes
the place of high consideration, creating hit-and-miss teams that are as unpredictable as
they are inefficient.
RTrac takes “miss” out of the equation by aligning your internal hiring policies with ours,
including experience as well as background and drug screening policies. We then build
an ideal profile of competency and experience based on who you want representing
your brand. Our proprietary testing platform enables us to recruit against this profile,
identifying strengths and weaknesses of a candidate before we hire.
The fact that we do hire all sales reps raises expectations all the way around allowing us
to source from the best candidate pool in the marketplace. It also challenges us to cull
the field sufficiently to make informed decisions about candidates before they attempt
to represent your brand. That’s why key Trelevate leadership will personally interview
prospective candidates to make launch team offers.
We don’t ask people to commit to us without committing to them. We offer a
competitive compensation plan with a true base salary, full benefits, and a total
targeted compensation structure that will allow us to attract more qualified and
dedicated sales professionals.
Training and launch in sales outsourcing: less is not more
By now you’re probably figuring out that outsourced sales best practices call for
superior standards of just about everything, and training is no exception. The notion
that somehow an outsource sales rep requires less preparation to excel, or doesn’t need
to excel at all in order for the program to succeed, couldn’t be more misguided.
Effective training is essential to bridging the gap between the rep, the brand and the
sale.
RTrac maps comprehensive sales training to a daily, weekly and monthly progression, as
well as on-going growth throughout the rep’s tenure with Trelevate. We start by
educating them about our own brand, which prepares them to understand the meaning
and value of yours. Tactical and competency in-house training on sales curriculum leads
to career development coaching and career advancement, which feeds into advanced
sales professionals skills training and leadership training.
Each market is supported with proven operations oversight as well as sales trainers and
field support to ensure a reduced ramp schedule. All activity is measured against
predetermined KPI’s and reported daily / weekly. Daily coaching is conducted to
improve on selling strategy and video tools are introduced to bring insight from other
top performers. It’s all part of the RTrac framework for delivering consistently superior
performance and predictability.
All Incoming Employees take part in:
1. A 5 day in-house training curriculum
2. In-field training conducted by our Market Manager or a certified
CDP member of the Trelevate team
3. 30-day blue print for additional curriculum enhancement
4. Weekly oversight on TPV’d accounts to evaluate and improve on
Sales Professionals QA and customer experience
5. Weekly ride along by manager
6. Bi-weekly one-on-ones to dig deeper and on a personalized basis
7. Tactical Improvement Plans (TIPS) performed on a monthly basis
to fine tune skills
Monitoring and reporting sales outsourcing: closing the intelligence gap
Outsourced sales poses particular challenges when it comes to keeping partners
connected and current with real developments and results in the field. Even in-house
sales teams are challenged to maintain updated communication and tactical alignment.
These gaps in reporting can be all the more prevalent given the extension of sales
through an external partner. RTrac solves this issue by including comprehensive
reporting, which mirrors any clients sales reporting needs including but not limited to:
a.
b.
c.
d.
e.
Daily /Weekly/Monthly
Program, Market and Sales Consultant Specific
Weekly Market Intelligence feedback
QBR’s
YBR’s
In this way, clients can keep their pulse on outsource sales activities as well, if not better
than, if they were managing sales in-house. Closing this intelligence gap is key to
maintaining a sense of confidence and control. It’s also essential for program
modification in order to perceive and respond to the most current conditions.
For example, after 90 days, we refine all learnings and best practices based on real
results in the field. We then redefine all training, content and standards to drive proven
behaviors. At the same time, reporting is used to generate top grading of existing
performers and train out underperformers protecting the integrity of the program.
Quality control in sales outsourcing: a multi-layered approach to on-going excellence
Quality control in outsourced sales must be a core passion built in to the very structure
of the program. RTrac treats QC not as a phase in the process, but as an ongoing
function running concurrently with all other activities. In this way, QC does not occur in
a “moment in time” during sales outsourcing; it’s happening all the time.
RTrac features the following multi-layered approach to quality control:
Layer 1: Testing
Standard of sales professionals competency and motivation is key to
representing your brand
Layer 2: 30 day Fail Fast commitment
Identifying underperformers to not allow complacency or substandard
performance to set in.
Layer 3: Leadership Proficiency Reviews
Leadership involvement and active oversight drive all predetermined KPI’s.
Layer 4: Weekending Market Reviews
Focus on creating a nurturing, supportive, and competitive selling environment
Layer 5: Weekly TIPS Plans
Addressing sales reps proficiency/ ongoing training and coaching from
operations / train up or train out
Culture of motivation in sales outsourcing: elevating people elevates results
Organizational culture has been profoundly underestimated within the outsourced sales
success equation. Because the sales function is no longer housed within the
organization maintaining a culture of high performance is that much more critical to the
effectiveness of the program.
The single greatest asset Trelevate brings to every single outsourced sale engagement is
its culture where people drive relationships, which drive results. RTrac is our engine for
generating, maintaining and expanding our culture of quality and performance. This
isn’t just lip service, it’s a way of life.
Our proprietary Career Development Program consists of a four-step process to further
enhance and develop our leadership with career opportunities:
a. Step 1 – All sales professionals begin as a Sales Consultant and
focus on sales and territory management
b. Stage 2- Top performers are considered and nominated for Senior
Sales Consultant- upon promotion they are trained in how to
better coach, cultivate and drive team performance.
c. Stage 3 – Program Territory or Training Managers are identified to
assists Managers in administrative, HR, coaching and overall
market support.
d. Stage 4- Market Managers are named, responsible for all program
activities in their market / Term of role is based on a list of
internal achievements and scale of program nationally.
Conclusion: Next generation outsourced sales strategy is raising the bar on quality and
results
Next generation best practices for sales outsourcing are emerging that raise the
standards of quality throughout the process. The old vendor relationship is being
replaced by a more comprehensive partnership model. Strategic clarification is coming
to the forefront to define and drive tactics. In-depth training is required to execute
against more thoughtful strategies, coupled with dynamic reporting and on-going
modification and enhancement.
In effect, the next generation of outsourced sales, as developed by Trelevate’s RTrac,
embody many if not all of the best practices in-house sales teams have honed until now.
This creates a new standard of quality and predictability that makes outsourced sales a
serious consideration for a growing range of quality conscious brands seeking advanced
specialization in sales.