7 Step Revenue Strategy
1. Definition of Purpose – Desired outcome and Stated Goal.
- Short-Term business tactics
- Long-Term business strategy
- Specified ROI for engagement
2. Review of current business and sales operations
- sales methodology
- technology platforms – e.g.; website, CRM, social media
- Product or service definition
- Client and marketing identification
- Reporting procedures
- Territory management and account mapping
- Salary and comp structures for sales people
3. Review of the Market.
- Who are your best clients and why do they buy from you
- What is the core business problem being addressed
4. Review and Redesign the go-to-market strategies
- based on above mentioned business goals design new strategy
- Design a value based marketing narrative
- Design an education based marketing strategy
- Redesign new offers and special promotions if necessary
5. Restructure Sales process executing on the new go-to-market
- design new sales processes to execute new go-to-market strategy
- design new sales aids, narratives, processes and practices
- use new technology as needed e.g.; closed loop marketing
- restructure comp plans if necessary
6. Monitor and train sales team on new strategy
- help sales personnel improve skills to produce better sales results
- designed structured training processes to improve performance
7. Test and re-Test marketing and sales strategies
- develop measurable metrics to quantify effectiveness of new strategies
- test both sales and marketing efforts
- fine tune and improve systems till perfected (achieve specified ROI)
www.pauldsouza.com
Welcome Note:
Thank you for your interest in Small Biz Fight Club. We have noticed that there are a
smaller group of people who have the maturity and the drive to take their life to the
next level. We are extremely happy that you have taken the leadership to join us. At
Small Biz Fight Club we learn the bare-knuckle business skills needed to thrive in
the market place. This is a community of people that are committed to a better
future and we learn from each other.
Remember who you are really matters! Which is why we help you link your
personal story to your business strategy. This is also a game of power – we teach
you how to think, act and speak more powerfully when competing in the market
place.
Welcome and we look forward to chatting with you on the call.
To your massive success and happiness,
Paul D’Souza
Founder and CEO
Subject: Small Biz Fight Club - 7 Steps to Revenue - Step 1 of 7
Definition of Purpose:
This is the most important of all steps, because it creates the space for you to specify
what you want to accomplish. Word of caution here, what you want to accomplish
here and now with your business has got fit into your life goals. So take your time to
get very clear about WHAT you want to accomplish and know WHY it is important.
This process should address some of these issues and more;
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What are your desired outcomes and stated goals?
What are your short-term business tactics?
What are your long-term business strategies?
What are your specified ROIs for business investments you might be making
now?
How does what you want to accomplish fit into your extended life plan.
I would suggest you work with people in your life and business that you trust. Come
together and do a workshop – a process of talking about what you want to
accomplish, one of you take the lead and write down all the ideas and issues that
come up. Work through them and pick those that make sense to you.
www.pauldsouza.com
Watch this video, it will help you work through Step 1 http://www.youtube.com/watch?v=qJO4Fi_5IgE
Subject: Small Biz Fight Club - 7 Steps to Revenue - Step 2 of 7
Review your current business and sales operations:
Before you begin to change your reality and move to a better future. You have to
know where you are today and be clear about how you are going about your
business. This is critical to enable you to the Gap Analysis. You have to know where
you are before you can begin to chart your journey to where you want to me.
For instance you might want to really take stock of …
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The sales methodology and approach you are currently using.
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Be very clear about the product or service your are offering the market place.
Understand the limitations of the technology platforms you are using – e.g.;
website, CRM, social media
Understand who your clients are and what they think of your brand.
How do you keep track of your activity? What reporting systems do you use?
Do you do any territory management or account mapping?
How do you pay your employees and compensated them for sales?
These and more are just some of the questions you need to ask yourself. I would
have you take the leadership and audit yourself and your business. Learn every
piece of it and make assessments of value. Are you structured to win? Will how you
operate today, get you to where you want to go in the future?
Chances are there is a gap. You have to be very clear about this – because in very
short order you will need to close this gap and begin structuring a business model
that will produce the results you want.
Watch this video, it will help you work through Step 2
http://www.youtube.com/watch?v=pqHeUaG7JSk
www.pauldsouza.com
Subject: Small Biz Fight Club - 7 Steps to Revenue - Step 3 of 7
Review of the Market:
At this time you know what you want to do and why? You also have made powerful
and accurate assessments of the resources you have and how you have structured
and organized them. Its time to assess the specific market segment you want to sell
to. We will call this your market place. You cannot sell everyone; it’s just not
realistic. To be super successful, you need to get very clear about who you are best
suited to serve. You want to know who they are by name, industry, revenue,
geography, type of company, , corporate culture and stage of growth. Know their
psychographics and the demographics.
Remember Stop Selling Start Supplying Solutions! Which group of 10, 15 people and
or organizations are you best equipped to help solve a significant problem for. Your
market place is that group of people. Once you have learnt to win business from at
least 30% of these immediate and perfect prospects, you can begin to scale this
process and add more people to your list.
So I ask you again …
1. Who are your best clients and why do they buy from you?
2. What is the core business problem you help them solve?
3. Why do they or would they come back the second and third time?
I would write the names of the companies and the people down and add all relevant
information – things like … Well here is a same contact record;
Name:
John Doe
Company:
Acme Corporation
Address:
123 Main Street, Any Town, USA
Phone:
555-123-4567
Annual Revenue:
$3M
Number of Employees:
16
Industry:
B2B – large format printer – NSIC?
Years in Business:
11
Culture:
Top Down, stuck in old ways, do not like change.
Business problems:
They do not know have a systematic marketing plan
Relevant Solution:
My Closed Loop Marketing Solution
Sponsor: (likes you)
Their Vistage Group Chair, who the owner respects
Spy: (likes you)
One of the sales guys who likes my tele-conferences
Saboteurs: (does not like you) - Their CFO and Office Manager
Strategy:
What is your plan to 1. Build rapport, trust, etc.
Watch this video, it will help you work through Step 3.
http://www.youtube.com/watch?v=dOeL8IpW-GU
www.pauldsouza.com
Subject: Small Biz Fight Club - 7 Steps to Revenue - Step 4 of 7
Redesign your go-to-market strategies:
Now that you know who your best clients are and understand what problems you
can help them fix. Its time you designed a plan of attack! -- ooh! Was that too strong
a word?  Lets call it a go-to-market strategy. How are you going to let them know
you can help them? Seriously folks stop selling and start supplying solutions. Stop
being the best kept secret in town.
Learn to tell your story better, everything in life happens because somebody speaks
it. So you need to learn to tell folks you can help what you can do for them … using
language and words that they understand. Your story has to get and keep their
attention. If it does not, you just will not be able to connect with them; you can
forget about selling them anything.
You might have to redesign your offers, sell different things, redo your website - not
everything, but make sure it starts converting clicks to conversations. I would also
consider leveraging Education Based Marketing. Get your prospects engaged and
excited about what you are doing. Make it informative - show them how passionate
you are about what you do. Demonstrate your thought leadership and your
experience and skill. This is all about seduction. I would say make it value based
seduction.
Watch this video, it will help you work through Step 4.
http://www.youtube.com/watch?v=d9_bihiR318
Subject: Small Biz Fight Club - 7 Steps to Revenue - Step 5 of 7
Restructure Sales process:
I love this step - because now you have all the pieces in place to begin designing a
powerful, relevant and systematic sales process that helps you win big in the market
place. One of the biggest ideas here is that you want to drop your cost of sales and
shorten the time you spend on the sales process, helping your prospects make a
good decision. It has got to be a win-win.
I recently started working with a client and when I asked one of the sales people
about their sales process; this is what he said;
“First I get to know them and get to be their friend. Then after a few visits
I tell them about who we are and what we do, you know … kind of slip it in,
www.pauldsouza.com
real easy like and then I keep following up until they start doing
something. He went on to say … and its been working out pretty well.”
Needless to say - that strategy was not powerful and he was wondering why he
could not get people to commit to having lunch with him, leave alone doing business
with him.
I would like you to take some time right now and write out the sales process you
currently follow. What do you do when you start working on a new prospect? I
would ask, how do you decide whom to call on? Who makes that decision? What is
the first point of contact? What do they get? What do you say to them? Who does
what?
Once you have it all down, go back and review what you did with step 4; it was
redesigning your sales and go-to-market strategy. Does your existing sales process
support what you want to do? Or is it time to change it a little bit here or there?
Consider changing a few things like;
- design new sales processes to execute your new go-to-market strategy
- design new sales aids, narratives, processes and practices
- use new technology as needed e.g.; closed loop marketing
- restructure comp plans if necessary
What you do has got to produce the results you seek. Please test your process and
retest it to make sure. Let me know if you have any questions about this process.
There is a lot to think of here.
Watch this video, it will help you work through Step 5
http://www.youtube.com/watch?v=9eJtlWURPtU
Subject: Small Biz Fight Club - 7 Steps to Revenue - Step 6 of 7
Monitor and train your sales team:
Remember Execution is everything. So now that you have begun to implement new
practices, new strategies and new sales processes - its imperative to make sure
everyone on your team is comfortable with the execution of the new strategy. Here
are some areas to review;
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Are members of the sales team adopted the new strategy?
Is it producing the desired results?
Help sales personnel improve skills to produce better sales results
www.pauldsouza.com
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Design structured training processes to improve performance
The core value of this step is to raise the bar on efficiency and effectiveness of
everyone on the team. The best well laid plans will not be effective if they are not
executed well.
A very often overlooked strategy is assessing if the sales support staff are enrolled
in the new sales process that the team is engaged with. If they do not get it; the new
narrative and the new strategy - they really not be able to support the team. In fact, I
usually have the whole company involved and enrolled in the new go-to-market
strategy … its that important.
Watch this video, it will help you work through Step 6
http://www.youtube.com/watch?v=DRT_hcHMOac
Subject: Small Biz Fight Club - 7 Steps to Revenue - Step 7 of 7
Test and re-Test your strategies
Now that you have started implementing your strategies and you have improved the
skill set of your sales team or yourself; if you are the only person doing sales; its
time to build another practice. This is the practice of seeking constant
improvement. It is important to test your strategies and make sure they are
working well. Are they producing the business results you seek?
Consider doing some of the following;
- develop measurable metrics to quantify effectiveness of new strategies
- test your sales strategies and your marketing efforts
- fine tune and improve systems till perfected (achieve desired ROI)
- ask your board and your finance people to assess your success
I recently worked with a small $2.5M company in Cincinnati OH and had the sales
team very excited about the new success they were having in the field. The new
scripts they were using were working. Prospects were signing up and they felt they
were doing well. Yet - against the numbers - we had no idea. We did not know what
the real numbers were so had no way to truly assess the business value of the new
sales strategies. So we had to go to finance and ask them for the transaction logs,
complete with referral sources, job numbers, total revenue and sales commissions.
With all this information we got a better sense of what was really working and
realized we had a few significant improvements we could make to accelerate the
sales cycles - getting clients to call in and access our services on a more frequent
basis. We had to do more education of people in the client organizations helping
them accept and utilize this new business relationship.
www.pauldsouza.com
Drill down to this level of detail to ensure your success. It is your business and the
buck stops with you. So leave no stone unturned to ensure your success.
Wishing you only the best and much success -- may your business produce the
financial results you seek and help you live a life of your dreams. This is the game
we are all really in.
In peace and harmony,
Paul D’Souza
Watch this video, it will help you work through Step 7
http://www.youtube.com/watch?v=PLTCQyYKJiw
www.pauldsouza.com