Sales Process and
Strategy
Josh Campbell
Nominet Trust Academy, 2012
Agenda
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The science of selling
Process and metrics
Maximise lead conversion
Sales strategies
Maximise opportunity conversion
Most common mistakes
Summary
The science of selling
• Successful sales people exhibit following qualities
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Willing to ‘cold call’ socially
Passion
Planning
Listening
Accountability
• 80% science, 20% art
• 2 main attributes to success
• Activity and technique
• Process and strategy to follow for success
• Not complex
The process and metrics
• AIDA
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Attention
Interest
Desire
Action
• 4 key numbers / ratios
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Number of leads generated
Number of leads converted to opportunities
Number of opportunities converted to sales
Average deal size
Maximising lead conversion
• Ideal Customer Profile
• Fix / Do / Avoid
• For Qualitative lead generation start high
• Lots of published information
• To get exec attention - WYWYN
• Keep it short
• Talk about them, not you – subject line ‘you….’
• Ask for what you want
• ‘Elevator pitch’
• 5-15 seconds – evidence!
• Different for different sectors / customer types
• Inbound leads degrade quickly
• Instant action – mix media if necessary and persist (6x)
Campaign strategies
• 5 ‘strategies’
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Disengage
Defend (nurture)
Frontal – 3 to 1 advantage
Flanking – move the goal posts
Fragment – ‘land and expand’
• Your biggest competition is ‘do nothing’
• Meeting strategies
• Best possible / minimum acceptable
Maximising conversion rates
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Referrals
High-influence coach
Inbound lead
Regularly review as a team in structured way
Use common language / methodology / scoring method
There is a project
• Owner / time-scales / budget / name
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There is a compelling event
The customer has a good fit with your ideal criteria
You maximise your strengths and minimise weaknesses
You get creative
• What other IP do you have?
• Understand DM process
Most common mistakes
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Lack of activity
focus on you and your product / service
Poor qualification
‘Lone wolf’
No planning
Don’t nurture when no immediate opportunity
Neglect top of funnel when in close mode
No coach
Don’t understand DM process
Don’t understand metrics – particularly lead source
Summary
• Structure and methodology like any business process
• People will buy if your product meets a key requirement
• Fix / do / avoid
• Listen then speak
• Focus efforts on right things at the right time
• Activity and productivity
• Measure the key metrics
• Review as a team
• Plan every activity