Key Competencies for Sales Representatives

CPSA Sales Institute

♦

Key Competencies for

Sales Representatives

TABLE OF CONTENTS

COMPETENCIES

I.

II.

Account Management (At a Glance)

Business Acumen (At a Glance)

III.

Communication (At a Glance)

IV.

Consultative Selling Skills (At a Glance)

V.

Knowledge Management (At a Glance)

VI.

Customer Value Creation (At a Glance)

VII.

Local Area/Regional Marketing (At a Glance)

VIII.

Product & Technical Knowledge (At a Glance)

IX.

Relationship Building (At a Glance)

X.

Sales & Technology (At a Glance)

XI.

Sales Administration (At a Glance)

XII.

Self Development (At a Glance)

XIII.

Strategic Sales Planning (At a Glance)

XIV.

Time & Territory Management (At a Glance)

Page

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81

88

14

27

39

1

5

(Revised July 2003)

COMPETENCY BLOCK:

Account Management

(At A Glance)

TASKS

Develop Account Plan

Connect And Navigate

Build The “Value Case”

Implement and Operationalize

*Information is based on the input of participants from a one-day session.

1

Sales Representatives' Competencies

Competency Block: Account Management

TASKS

Develop

Account Plan

SUB-TASKS

Build Account Profile

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Identify business drivers (vision, key strategies, objectives, including e-business strategy)

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Research account history

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Complete a win/loss analysis

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Review the organization chart

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Complete stakeholder analysis and analysis of key relationships

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Review current share of customer and competitor’s share of customer

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Analyze customer interaction points (i.e. channel analysis)

Complete Sales Opportunity Analysis

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Identify customer needs, challenges, buying criteria, decisionmaking process

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Identify sales opportunities, and value propositions—new business, extension and growth per customer and per integrated solution

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Set targets per customer, per product within account (annual, quarterly, monthly)

Develop Your Sales Strategy

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Identify challenges and resources

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Determine what is needed to win

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Develop sales strategies

Direct hit

Value-added

Revisioning

Development

Develop Sales Tactics

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Prioritize quick wins, medium and long-term sales cycles

− Develop a sales plan that includes the categories “action items”, “by when”, “resources” and “results”.


2



TASKS

Connect and

Navigate

SUB-TASKS

Make Key Contacts

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Identify top tier/key buyers

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Overcome blockers/barriers

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Obtain reference for the key buyer

Gather Key Information

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Confirm customer intelligence

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Reconfirm business needs

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Identify all stakeholders in buying process

Complete An Opportunity Assessment

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Validate opportunities

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Identify new opportunities

Build CRM Database

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Link to contact management system

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Continual update and communication

Influence And Engage Internally

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Inform and co-ordinate CPC customer facing positions

(channels) as needed

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Engage appropriate executive sponsors

Connect Leverage Points

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Engage during sales process

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Conduct pre and post client meeting debriefs

Manage relationships, information, business opportunities, customer satisfaction

Incorporate new information and change action plans


3



TASKS

Build the

“Value Case”

SUB-TASKS

Propose And Present

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Create and communicate value levers

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Build model to justify impact of solutions

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Quantify benefits/value to the customer

TASKS

Implement and

Operationalize

SUB-TASKS

Fulfill Commitment

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Follow-up internally/externally

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Monitor and measure sales performance

CRM

−

Develop and grow relationships with key customers/ stakeholders

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Act on new information

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Monitor customer satisfaction

Monitor Results

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Customer satisfaction and loyalty

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Sales revenue versus targets

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Value added

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Value plan metrics


4


Business Acumen

(At A Glance)

TASKS

Understand general business management

Demonstrate fair competitive practices

Demonstrate ethical behavior

Understand and use contracts

Understand government legislation and governing bodies

Understand insurance and liability

Comply with corporate policies

Understand financials

Think globally and act locally

Follow industry standards


5


Competency Block: Business Acumen

TASKS

Understand general business management

Understand a common body of management knowledge, including:

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−

−

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SUB-TASKS

Financial management

Human resources management

Information technology management

Marketing management

Operations management

Strategic planning management

Identify key interrelationships connecting the organization

Identify key components in strategic and business plans

Understand the customer value chain throughout the organization

(know all customer touch points through the organization)

Be aware of new business practices and their impact on the way you do business with the customer (e.g. ERP, new online practices, etc.)

Identify industry, national and global trends


6



TASKS

Demonstrate fair competitive practices

SUB-TASKS

Follow appropriate professional code of conduct

Keep a competitive intelligence file

Know the implications of the competition's activities

Develop relationships with competitors - explore common areas of interest

Be aware of franchise rights

TASKS

Demonstrate ethical behavior

SUB-TASKS

Follow ethical codes of conduct

Understand your customers' codes of ethics

Declare conflicts of interest (related orders that compete, etc.)

Maintain confidentiality

Honor your commitments (timeframes/deliverables, etc.)

Use property and information for business only

Use internet for business only on company time


7



TASKS

Understand and use contracts

SUB-TASKS

Define contract law as it pertains to your product/service/company

Know the elements required in a contract and/or refer to legal department

Define licensing as it pertains to your product/service/company

Identify forms of corporations/companies

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−

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Proprietary owners

Partnerships

Limited companies

Corporations

Franchises

Use employment contracts

Negotiate and renegotiate contracts with companies, customers, suppliers, etc. or liaise with the purchasing department

Anticipate contingencies and put additional elements into the contract to prevent misunderstandings/problems

Adhere to contracts (verbal and written)

Know the implications of bankruptcy, change of ownership, etc. with regard to the contract


8



TASKS

Understand government legislation and governing bodies

SUB-TASKS

Respond appropriately to governing bodies

Follow federal, provincial and local regulations

Follow employment standards

Apply the principles of human rights legislation

Comply to equity and harassment legislation

Keep current on employment law as required

Be aware of and familiar with

−

−

−

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Sale of Goods Act

Consumer Protection Act

Competition Act

And other federal and provincial statutes that apply

Obtain licenses and certification

Track impending legislative issues

TASKS

Understand insurance and liability

SUB-TASKS

Insure for personal liability

Know your product and company liabilities

Carry the proper insurance coverages


9



TASKS

Comply with corporate policies

SUB-TASKS

Identify all company patents, trademarks, copyrights, etc.

Use company logos and adhere to standards

Ensure proprietary intellectual property stays within the corporation

Follow corporate policies

Understand and demonstrate sound environmental practices

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−

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Know the best practices as it pertains to your product/service/company

Know the information on the environmental attributes of products (e.g. recycling)

Review current packaging and/or excessive packaging/direct mail


10



TASKS

Understand financials

SUB-TASKS

Know the financial details of your customers

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Use the sales planning process to identify opportunities to impact on business goals and strategies (bottom line)

Scope the options available for improved customer profits

Understand how customer's costs are generated (labor costs, work flow processing costs, material costs, manufacturing costs, distribution costs, etc.)

Understand the customer's operations (market share, growth strategies)

Understand and analyze balance sheets, profit and loss statements, financial budgets, sales reports and operating results

Understand key financial indicators (contribution margin, profit contribution, discounted cash flow, accounting rate of return, investment risk, etc.)

Understand key financial ratios (current ratio, net profit to net worth, net profit to net sales)

Understand how your customer’s performance is measured with his/her company

Know the financial details of your company

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−

−

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Understand all the same financial information about your organization (see above)

Know how to read and interpret financial and sales reports

Know a variety of financing resources you can offer your customers

Know list pricing, cost structure, cost of sales, gross margins of your products and services

Know what influences may impact the cost of your product or service (world shortages, increase in price of raw materials, etc.)

Know the financial details of your personal circumstances

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−

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Know your financial needs and goals

Understand and monitor your commission structure, salary, draw, expense plans, etc.

Take maximum advantage of Canadian tax laws

Obtain personal necessary insurance's (liability, disability, automobile, etc.)


11



TASKS

Follow industry standards

SUB-TASKS

Review industry standards

Know and follow self regulated/company standards

Meet/exceed industry standards

−

−

−

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ISO 9000

TQM (Total Quality Management)

Customer service/satisfaction/loyalty

ERP (Enterprise Resource Planning), CRM (Customer

Relationship Management)

Informally benchmark against standards

Know how the competition rates against the standards

Follow industry trends

Be aware of recent legal settlements/rulings


12



TASKS

Think globally and act locally

SUB-TASKS

Read and learn about the countries/companies that you are currently doing business with (or markets you may be entering):

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−

−

−

−

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Know international copyright protocol

Develop an awareness of political, economical, language, social, technological, culture

Learn another language that will benefit you/your company

Understand and follow appropriate business etiquette

Understand international financing/currency

Join the export association

Learn about the excise and tax legislation

Investigate associations, professions with international associations

Adapt sales process, presentation and communication style to the culture/country/company that you are doing business with

Identify new products and services and opportunities to your company

Know the global reach of your customers

Liaise with other sales representatives from your company that are serving your customer in other markets (i.e. multinational or global industries)


13


Communication

(At A Glance)

TASKS

Listen effectively

Probing questions

Provide continuous feedback

Communicate according to customer type

Negotiate for agreement

Deliver sales presentations

Written communication

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Write sales letters

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Write proposals

Deliver training to customers

Educate others

Conduct telephone sales calls

Identify communication vehicles

Facilitation


14


TASKS

Listen effectively

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−

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Competency Block:

SUB-TASKS

Remove or reduce barriers to listening

Communication

Preoccupation (with what you are going to say next)

Prejudgement (preconceived assumptions or stereotyping based on appearance, gender, age, etc.)

Distractions

Display interest through appropriate use of body language (eye contact, gestures) or words ("I see, Go on")

Respect and show empathy for the speakers feelings and opinions

Paraphrase or ask questions to

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−

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Show interest

Confirm understanding

Clarify information or unclear messages

Summarize to ensure understanding

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Restate the main points and supporting ideas

Check for agreement

Let the speaker complete the message, refrain from interrupting, wait for information

Watch for the non-verbal part of the message listen with a sense of curiosity about speakers needs, expectations, etc.

Be aware of the speaker's culture/work environment

Take detailed notes, record key points

Recognise and respond to buying signals

Confirm communication by clarifying understanding and closing the loop


15


Competency Block: Communication

TASKS

Probing questions

SUB-TASKS

Use open-ended questions when appropriate. Open ended questions:

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−

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Usually begin with words like "what, when, where, how, why, describe, tell me about"

Allow the other person to answer freely, give you general information, expand on earlier statements

Create a warm atmosphere and establish rapport

Use closed-ended questions when appropriate. Closed ended questions:

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Usually begin with some form of the verbs BE (is, are, were, isn't, etc.), DO (does, doesn't don't), or HAVE (has, had, haven't)

Are used to narrow the field of inquiry, get detailed information, and/or confirm that you are on the right track

Use high gain questions when appropriate. High gain questions:

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Demand a more thoughtful response

Ask the other person to interpret information and produce new high quality insights and information (how would you compare our service to that of the competition?)

Use mirror questions when appropriate. Mirror questions:

− Repeat information as questions to clarify ('I need 4 samples for each store.'; So, if you have 12 stores then you'll need 48 samples?)

Use probing questions when appropriate. Probing questions:

− Ask for more details (What other needs have your customers expressed?)

Use situation questions when appropriate. Situation questions:

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Collect facts, information and data about the other person's situation

Focus on the necessary information (i.e. Information that links directly to your products and services - how many items do you currently ship monthly? Do you see this number changing in the next quarter?)


16



TASKS

Probing questions

(cont'd.)

SUB-TASKS

Use problem questions when appropriate. Problem questions:

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−

Uncover actual, potential or implied needs

Probe for problems, difficulties or dissatisfactions (Are you satisfied with the way that your current supplier is handling your account?)

Use implication questions when appropriate. Implication questions:

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Demonstrate the seriousness and costs of the problem/need and the value of the solution

Help the other person see beyond the immediate problem to the underlying effects and consequences (What do you estimate is the cost to your company of the returned or defective products?)

Use blue sky questions when appropriate. Blue sky questions:

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−

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Engage the other person in creative thought

Widen the horizons to include innovative new ideas

Produce fresh ideas or insights for your products and services (If anything were possible, what else could we do for your company?)

Use qualifying questions when appropriate. Qualifying questions:

− Ensure that the other person has a need, has authority to buy, has the financial resources to buy, etc. (Whose approval is necessary for this purchase?)


17



TASKS

Provide continuous feedback

SUB-TASKS

Give and receive feedback with customers:

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Create a positive, constructive format to give and receive feedback

Schedule feedback sessions

Use appropriate listening and questioning skills

Use bias-free language (spokesperson versus spokesman)

Use appropriate body language and be aware, read customers body language

Use correct gender terminology (women versus girls)

Share ownership, let the other person own 50% of the feedback discussion

Conduct meetings

Prepare newsletters, updates, send industry information, releases, etc.

Send birthday cards, congratulations, personal acknowledgements

Write business plan cases, application models

Learn from the feedback, assess customer reaction/response, reassess your position and respond accordingly

Give and receive feedback with internal departments:

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Design a communication system/process share information/successes via meetings, etc.

•

•

•

Network with all relevant resources:

• Other departments

• Customer service

Management/sales

Colleagues/peers

Suppliers

Gain commitment from others to work together in the interest of the customer

Conduct meetings

Utilize the feedback to identify opportunities for product/service improvements

Check back with support staff, other departments, etc.


18



TASKS

Communicate according to customer type

SUB-TASKS

Analyse customer attitudes, behaviours and styles

Develop criteria to assess the customer type

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−

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How does the customer like to make decisions?

How does the customer like to receive and process information?

What are the customers’ hot buttons?

Vary your approach in accordance with the customers personality

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If customers talk and move quickly, adjust your rate of speech and movements

If customers are task oriented, shift your focus to tasks


19



TASKS

Negotiate for agreement

SUB-TASKS

Prepare for the negotiation

− Research competitors pricing, customer’s history, business potential, etc.

Create trust

Focus on interests

− Determine what is most important to the customer, and what is in your company's best interests

Invent options for mutual gain

− Brainstorm to expand or extend opportunities or alternatives

Use objective criteria

− Use independent data to help the customer realize that your proposal/pricing etc. Is fair

Focus on the negotiation and not on the people

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−

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Keep a positive outlook and tone

Communicate effectively

Balance emotions with reason

Determine your customer's negotiating style and adjust your style accordingly

Ensure that your negotiation process is in alignment with your company's core values

Strive for a "win win" outcome

Fulfil promises & agreements that resulted from the negotiation


20



TASKS

Deliver sales presentations

SUB-TASKS

Prepare for the presentation

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Identify customers’ needs (consider demographics, education, experience, interests, etc.)

Choose a location for the presentation

Plan the agenda, content, structure of the presentation

Practice (in front of a mirror, in front of others, etc.)

Design the content

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Match the sophistication of your presentation to the sophistication of your customers

Research latest information

Include product/service information, updates, ideas, etc.

Organize your information in a logical and orderly manner

Focus on features advantages and benefits of your products/services

Give the customers “just enough” information to inform but not to overwhelm

Create materials to hand out to customers

Create support materials, audiovisual, slides, etc.

Review the presentation materials and handouts for spelling errors, typographical errors, etc.

Review the presentation materials and handouts for clarity of message, brevity of message, etc.

Revise and edit the presentation

Utilize appropriate technology (video conferencing, overhead projectors, videos, computers, etc.)

Deliver the presentation

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Confirm customers’ needs by reviewing the agenda/presentation plan

Adjust your pace, voice, etc. to the customers’ needs, size of the room, etc.

Tell the customers what’s coming every time you move to a new topic

Involve the customers, encourage interaction, discussion, questions and answers

End your presentation by restating the key highlights/ideas and ask for commitment to the sale


21



TASKS

Deliver sales presentations

(cont’d)

SUB-TASKS

Follow up

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−

Thank the customers for attending

Evaluate the presentation for effectiveness and make adjustment in future presentations

Fulfil any commitments to provide further information, answers to question, etc.

TASKS

Written

Communication

SUB-TASKS

Write sales letters

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Plan the letter

•

•

•

•

Identify your audience

Set the objective

Write the content

•

Organize ideas in a logical and orderly manner

Utilize existing sales letter prototypes/formats if they are appropriate

Use appropriate sales language, avoid jargon and technical

•

•

• descriptions

Create interest by appealing to your customers’ needs

Attract attention through special promotions, offers, etc.

Use a strong close that will motivate the customer to take action

Check the letter

• Review the letter for spelling, grammar, and typographical

• errors

Review the letter for clarity of message, brevity of

•

• message, etc.

• Revise and edit the letter

Send the letter

Address the letter to the specific target customer

Ensure that all address information is correct, spelling of

• names, title/position, etc.

Determine method of delivery (bulk mail, regular post, courier service, hand delivery)

Follow up

• Telephone, email or personally visit the customer

• Offer to arrange a time to discuss the details of the

• proposal, answer questions, etc.

Thank the customer for the opportunity to bid on the proposal regardless of the outcome


22



TASKS

Written

Communication

(cont’d.)

SUB-TASKS

Write proposals

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Plan the proposal

•

•

•

Identify the customers’ needs

Set the objective

Gather information, facts, company background, samples,

•

•

•

•

•

•

• etc.

• Assess and strategize to meet the needs of the customer

Develop the content

Focus immediately on business concerns

Describe the product or service you are recommending and explain how it meets the customers’ need

Make a clear recommendation for action

Address all cost concerns/issues

Comply with the specs/criteria (i.e. tender)

Include supporting information, documents, statistics

Make terms of the proposal clear (terms, dates, prices,

• etc.)

Highlight sensitive information (i.e. system designs, creative solutions, pricing structures)

Check the proposal

• Review the proposal for spelling, grammar, and typographical errors

• Review the proposal for clarity of message, brevity of message, etc.

• Revise and edit the proposal

Deliver the proposal

• Package and format to appeal to the customer

• Ensure the proposal arrives by the deadline date

• Send by traceable means or personally deliver

Follow up

• Telephone to ensure the proposal was received on time

• Offer to arrange a time to discuss the details of the

• proposal, answer questions, etc.

Thank the customer for the opportunity to bid on the proposal regardless of the outcome


23



TASKS

Deliver training to customers

SUB-TASKS

Conduct training sessions

Provide product/application knowledge

Prepare manuals, support materials

Provide ongoing support

Extend the training to include customers and/or anybody in the selling process with the customer

Evaluate the training and modify accordingly

Follow up on the training to add further value

Inform customers of third party training opportunities

TASKS

Educate others

SUB-TASKS

Educate your internal departments, support functions, etc.:

− Ensure that they understand your customers’ needs and expectations

Educate the broader public (consumers):

− Participate in associations, public forums, conferences, training events

Keep others aware of third party training opportunities


24



TASKS

Conduct telephone sales calls

SUB-TASKS

Prepare for the call

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Identify the customer/prospect and determine potential needs

Set an objective for the call

Organize key discussion points

Rehearse the call, make a recording or tape of your voice and playback to reveal areas for improvement

Gather reference materials, customer files so they are easily accessible

Determine the resources you will need (pen, pencil, calculator, price schedules, etc.)

Make the call

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Get past barriers (know the direct extension number, make an ally of the secretary, etc.)

Ensure that you have the right person

Request permission to continue

Check to ensure this is an appropriate time

Focus on your objective, the reason for the call

Use effective questioning and listening skills

Follow the consultative selling process

Use your voice effectively (inject variety, keep tone even, adjust volume, vary the pace, etc.)

Convey through verbal messages what is usually conveyed by visual clues (put a smile in your voice, keep a mirror in front of you to ensure this)

Turn on all perceiving receptors to interpret what is being said, how it is being said and what is not being said

Speak precisely using positive strong works (i.e. “I know” versus “I think”)

Record key points

End the call by summarizing (I understand…, we have agreed…, the next step is…)

Thank the other person

Hang up last

Follow up

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Document the call for your records

Diarize next steps

Do what you agreed to do


25



TASKS

Identify communication vehicles

SUB-TASKS

Identify and use communication vehicles effectively:

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E-mail

Internet

Written memos/reports

Process maps

Diagrams/Graphs

TASKS

Facilitation

Create an agenda

SUB-TASKS

Prepare all materials before the session

Open the meeting by reviewing objectives and agenda

Develop and post a parking lot

Be aware of group dynamics to encourage total participation

Manage conflicts when/if it arises

Follow the agenda timelines

Summarize key action steps and responsibility list


26


Consultative Selling Skills

(At A Glance)

TASKS

Prospect for potential customers

Plan for the initial contact

Contact the prospect

Plan the sales call

Open the sales call

Uncover needs

Present solutions/options

Address objections

Use the sales tools

Ask for the business

Follow up the sale


27


Competency Block: Consultative Selling Skills

SUB-TASKS TASKS

Prospect for potential customers

List sources for developing prospect lists (existing customer lists, lost business, referrals, databases, trade associations, trade magazine, networking, etc.)

− Utilize electronic customer databases/contact management software

Observe where competitors are calling and use this information for prospect lists

Develop the prospect list

Research general information about prospects to determine potential

Prioritize the prospect list based on the research

Update and revise the list regularly

Liaise with call/contact centre


28



SUB-TASKS TASKS

Plan for the initial contact

Establish and maintain prospect files

Obtain strategic information about the prospect's situation

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−

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Contact trade associations, chambers of commerce, government and public libraries, databases

Analyze the current situation (who they are buying from, what they are buying)

Record information in prospect file

Qualify the prospects (need or want, type and size of business, financial condition, appropriateness of your product/service)

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Consider the decision-making process (time, budget)

Consider the decision-making style (buyer level, etc.)

Learn about the prospect

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Observe the prospect in action at work (or spend time in the organization)

Manage all the people in the enterprise as appropriate

Record information in prospect file, manage entire enterprise account

Identify the potential opportunities

Set contact objectives (primary goal, secondary goal, etc.)

Review the industry trends, challenges, issues

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Know the gaps

Know the competition

Know your competitive positioning

Know your value proposition and position versus the competition

Plan daily prospect activities


29



SUB-TASKS TASKS

Contact and

Qualify the prospect

Write a personal letter, e-mail

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Send a sales promotion gift or brochure in addition to the letter if appropriate

Use effective business writing skills

Telephone the prospect

− Use effective telephone communication skills

Ask the person who provided the referral to set up an appointment or ask for and obtain the appointment

− Determine timing, location, etc.

Use the planned sales strategies and tactics

Record details of the conversation

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Diarize the telephone call and meeting date

Note key learning in prospect file


30



SUB-TASKS TASKS

Review and plan for the sales call

Review and analyze prospect file

Identify the potential opportunities

Set the sales call agenda

Set the sales call objectives (primary goal, secondary goal, etc.)

Determine sales strategies/tactics to achieve your objective

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Master product knowledge

Identify and organize materials/data required

Develop a strong/compelling opening statement tied to customer needs and benefits

Plan a variety of questions (open ended, close ended, high gain, etc.)

Organize the questions to encourage maximum response (begin with open ended questions, conclude with close ended)

Anticipate prospect's questions and objections and plan your responses

Rehearse your approach

Reconfirm the appointment

TASKS

Select and

Use the sales tools during process

SUB-TASKS

Collect all the sales support materials

Analyze for prospect use

Personalize the materials you leave with the prospect (add your name and phone number, highlight key information, etc.)

Select and use the sales tools at the appropriate time during the process to emphasize key messages and solutions

Have all sales tools accessible and be pro-active


31



SUB-TASKS TASKS

Open the sales call

Greet the prospect

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Be on time

Dress professionally

Make eye contact and shake hands

Use the person's name

Exchange business cards

Build rapport

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Establish and build credibility

Establish and build commonality

Talk about topics other than the sales objective (the weather, sports, etc.)

Align with (mirror and match) the prospect/company

Communicate your sales call objective

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Present an agenda and time frame

Gain agreement to the agenda and time frame

Summarize the events/conditions that led to the sales call

Establish purpose/intent (refer to the reason/benefit - why you are there)

Confirm that the prospect is the decision maker

Explain the prospect's role in the sales call

Ensure the propriety of the information the prospect shares with you

Listen to prospect's objectives

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Ask the prospect to express needs, concerns, and expectations

Work prospect needs into the agenda

Confirm agreement to objectives

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Make sure the prospect understands and agrees with your objectives

Confirm the potential


32



SUB-TASKS TASKS

Identify needs and/or opportunities

Ask the questions you have planned

Listen actively

Encourage responses through body language (leaning forward) and verbal language ("tell me more about that")

Focus the discussion on the interests and needs of the prospect

Reconfirm needs frequently

Use effective feedback skills (i.e. paraphrasing, summarizing) to check understanding

Involve the prospect fully (i.e. ask the prospect to identify the benefits of your product/service)

Uncover buyers' selection criteria

Identify budgets


33



SUB-TASKS TASKS

Present solutions/ options

Match products and services to prospect needs and/or opportunities

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Analyze and interpret information you have previously gathered

Focus on current needs but also look at emerging needs

Communicate your value proposition (what value are you bringing to the client)

Identify solutions

Link solutions to customer need (what business needs are you addressing)

Present proposals

Meet with key decision makers

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Check to confirm real decision maker

Lead the meeting

Use effective presentation tools

Use marketing materials/sales tools effectively

Use a feature/benefit strategy

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Confirm needs

Present information and recommendations

Present features and benefits to the customer

Provide testimonials, etc.

Check for acceptance of benefits/solutions


34



SUB-TASKS TASKS

Address objections

Anticipate possible objections and preplan your response

Listen closely for the signals that indicate an objection

−

−

Watch body language

Interpret questions and statements

Identify the different sources of objections (cost, skepticism, lack of understanding, etc.)

Acknowledge the objection immediately

−

−

−

−

Treat it with respect and show empathy with regard to the objection

Give value to their concern

Appreciate their involvement in the consultative selling process

Show that you understand

Clarify the objection

− Use questioning skills to probe for more information

Detach yourself from the objection

− Remain relaxed, attentive, confident

Specifically address the objection to satisfy concerns (provide more information, offer proof, restate features and benefits, etc.)

Check for agreement that the objection has been dealt with

Provide third-party or testimonial style examples

Offer alternatives if appropriate

Enhance the value of other products/services if appropriate

Adjust presentation or change direction if required


35



SUB-TASKS TASKS

Close the

Sale

Identify and match various decision-making styles

Check for more questions, concerns

Summarize the benefits

−

−

−

−

Reconfirm needs

Recap and highlight specific benefits

Watch body language and listen carefully for buying signals

(leaning forward, nodding, etc.)

Use the appropriate communication style to match the decision maker

Establish agreement

−

−

−

−

Be prepared to go back to probe and other steps

Agree to next steps for this solution

Ask for the next decision

Write up order, fill out the application, etc.

Set the stage for additional business

−

−

−

Ask how you will be evaluated

Establish customer expectations (number of meetings, turnaround dates, etc.)

Commit to next steps (next meeting, telephone call, delivery date)

Reconfirm the buying decision

− Reassure the customer that the decision was the right one


36



SUB-TASKS TASKS

Follow up the sale

Reinforce the buying decision

−

−

Send a thank you note

Emphasize what is good about the decision

Analyze the sales call for your own development (what went well, what would you change)

Fulfill every commitment

−

−

−

−

−

−

−

−

−

−

−

Diarize key points from the sales call

Plan next steps

Oversee/manage the implementation

Co-ordinate the implementation

Include internal partners in the process

Ensure that budget, time lines, quality standards and deliverables are communicated, understood and met

Check on level of satisfaction (with products/services and with the consultative selling process)

Review visible signs of progress

Verify the customer understands and values the product/service benefit

React to resolve problems

Exceed expectations

Stay connected

−

−

−

−

−

−

−

Make yourself available

Organize and conduct all necessary customer meetings

Send articles of interest, books, etc.

Demonstrate interest in business and outcomes

Know the customer's business and talk the language of the business

Seek other opportunities to provide value (address additional needs)

Make calls without a "sales objective" (a public relations call)


37



SUB-TASKS TASKS

Follow up the sale (cont'd.)

Ask for referrals

−

−

−

−

−

−

−

Check customer satisfaction

Describe other potential customers

Ask customer for names of individuals/companies that fit the profile

Contact the individual/company using the name of the person who made the referral

Follow the consultative selling process

Follow up with the person who gave you the referral to let them know what is happening

Thank the person for the referral


38


Knowledge Management

(At A Glance)

TASKS

Know more about yourself and clients

Increase efficiency, speed at which you work

Facilitate the transfer of knowledge

Distinguish the key difference between information and knowledge

Know how to analyze information


39


Competency Block: Knowledge Management

TASKS

Storage of

Knowledge/

Dissemination

Tools/techniques

SUB-TASKS

Techniques to uncover business issues of clients organ.- shoulder to shoulder (executive round tables)

Client dialogues - risk techniques

E-business technologies

TASKS

Sources

What info do you need

SUB-TASKS

Sleuthing & feedback to channels

Attitude life long learning

TASKS

Interpreting info in presentable format

SUB-TASKS

Looking for gaps / analysis

Assess issues

Know/don't know

Doing/not doing

Questions to uncover complete picture

Relevance


40



TASKS

Share-

Tacit explicit

Historical

Incentive to share/BP

SUB-TASKS

Push knowledge to clients (educate)

Create customer pull (self-serve knowledge specific for clients)

Create communities of client networks

Linking clients

Operationalize self-serve

Customization of info/P&S

TASKS

Communicate

TASKS

Accessibility /

Tools

Internet

SUB-TASKS

SUB-TASKS

Internal sources - both people and info

Association/Professional publications

Where might info be stored

Repository

Link to customer knowledge need


41



TASKS

Indexing

SUB-TASKS

Put it somewhere you can use it

Maximizing ease use

Retrieveability

Store files

TASKS

Results

TASKS

Implementation

Real time

SUB-TASKS

Customer development

SUB-TASKS

Link customer information back to company

Product category


42


Customer Value Creation

(At A Glance)

TASKS

Manage your knowledge of the customer and market

Create value for every sales opportunity

Communicate the value proposition to customers

Leverage your organization’s customer value chain

Create and manage a customer value plan

Measure the value realized


43


Competency Block: Customer Value Creation

TASKS

Manage your knowledge of the customer and market

SUB-TASKS

Know your market and competition

−

Monitor changes in your organization

−

Monitor changes in your competition

−

Know the value propositions of your products and services

−

Know the value propositions of your competitor’s products and services

−

Gather knowledge of your industry

−

Identify your competitive advantage

Determine what customers value

−

Create customer profiles

−

Identify key business issues, process, and the barriers to address them

−

Understand customer buying process

−

Identify customer value drivers

−

Review purchasing patterns

−

Determine interaction preferences

−

Understand customer perceptions, motivations, intentions etc.

−

Garner information from non-customers

−

Determine which needs are basic (must have’s), attractor

(above the competitor’s), and satisfier (nice to have)

−

Determine what is of value to your customer’s customers

Determine value of customer to the organization

−

Determine lifetime value of customer

•

Acquisition cost

•

Revenue stream

•

Cost stream

•

Length of relationship

−

Identify the profitability of your products and services

−

Retain valuable customers


44



TASKS

Create value for every sales opportunity

SUB-TASKS

Create the value proposition

−

Validate your understanding of customers value drivers

−

Ask questions to further determine what customers value

(face-to-face, survey)

−

Link customer value drivers to your products/services value propositions

−

Based on customer input, customize products and services

−

Differentiate solutions from competitive alternatives

TASKS

Communicate the value proposition to customers

SUB-TASKS

Communicate the value proposition for the specific opportunity

Explain any hidden capabilities of solutions

Clarify price vs. benefits of the value proposition

Gain input from the customers

Integrate customer feedback in value proposition

TASKS

Leverage your organization’s customer value chain

SUB-TASKS

Identify customer interface points

Identify potential for value creation in other areas of the customer organization

Communicate customer value perception to appropriate areas of the organization

Place customers at the centre of all activities

Co-ordinate with other sales channels to create and integrate value

Leverage strategic partnerships, alliances to create additional value

Act as a customer advocate within your organization


45



TASKS

Create and manage a customer value plan

SUB-TASKS

Create a customer plan to include:

−

Customer profile

−

Competitive intelligence

−

Customer value perceptions

−

Share of customers

−

Value opportunities

−

Strategies and action plans

Pinpoint value gaps and opportunities

Determine appropriate method to interface with the customer

Mobilize appropriate levels in the organization to meet with customers

Update plan as customer information, needs, and value perceptions evolve

Resolve all ongoing customer issues or escalate accordingly

TASKS

Measure the value realized

SUB-TASKS

Monitor the value plan

Measure activities vs. results

Evaluate actual performance vs. plan

Use results as references


46


Local Area / Regional Marketing

(At A Glance)

TASKS

Create your local area/regional marketing plan

Network locally/regionally

Create and manage a direct mail program

Create and manage educational and promotional events

Organize trade shows

Enhance corporate marketing programs (print media and broadcast)

Co-ordinate merchandising campaigns

Conduct informal market research

Conduct multi-media marketing

Create and manage telemarketing programs

Plan promotions


47


Competency Block: Local Area/Regional Marketing

SUB-TASKS TASKS

Create your local area/ regional marketing plan

Establish a budget

Refer to your sales strategies and action plans

Identify all possible marketing activities (networking, direct mail, etc.)

Select appropriate activities (those that fit the budget, are linked to sales strategies and action plans, etc.)

TASKS

Network locally/ regionally

SUB-TASKS

Select market/industry segment that you will serve

Target the group(s) who provide the best potential return

Become a member of:

−

−

−

−

−

−

−

Chambers of commerce

Local business councils

Economic development groups

Trade councils/associations

Local business groups

Professional organizations

Local charity groups

Volunteer for active roles in the groups you join (join a committee, or fill an executive position)

Work the network (collect clues and information from members)

Invite/involve your key customers in your relevant association events

Identify opportunities for association selling (benefit programs for memberships, etc.)

Build breakfast clubs for reciprocally interested parties

Set objectives of objectives

Co-ordinate the meeting place

Arrange for guest speakers


48



SUB-TASKS TASKS

Network locally/ regionally

(cont’d.)

Present information seminars

Help customers get additional business

Volunteer for customers' Board of Directors

Build your profile in the industry (be recognized as an expert in your field)

TASKS

Create and manage a direct mail program

SUB-TASKS

Plan your own program

−

−

−

Set strategies

Identify centres of influence - by sector and geographically

Segment the customer database by marketing sector

−

−

Build the database

Create or identify direct mail materials

•

•

•

•

•

•

•

•

Sales materials

Target letters

Newsletters

Product reviews

Association or trend updates/summaries

Corporate videos

New product teasers

Reminders for fill-in or repeat orders

−

−

Use effective business writing skills

Gain company approval of materials

Build a list of leads

− Use all available sources (Dun and Bradstreet Report, city directories)

− Purchase lists of leads from broker

Implement strategies

−

−

−

Arrange the actual delivery and timing of material

Design your follow-up and critical pat

Follow-up

Analyze results

− Measure return on investment of direct mail program

Market national programs

− Use the applicable steps from building your own program


49



SUB-TASKS TASKS

Create and manage educational and promotional events

Plan the events

−

−

−

−

−

−

Create product seminars/training sessions (possibly in concert with affiliated suppliers)

Organize public relations sessions with customers, sales associates

Arrange for guest speakers to talk at local schools

Take students on internships

Conduct local "open houses", plant tours, etc.

Arrange golf tournaments, baseball games, etc.

Organize the materials

−

−

−

−

−

Select the right speaker for the right audience

Create a "subject matter" document as a promotional piece for the target market (if appropriate)

Create/source customer sales literature, brochures, etc.

Arrange event offerings and "leave behinds" for participants

Test materials for event purposes

Organize administrative details for the event

−

−

−

−

−

−

−

Hire contract staff, caterers, etc.

Arrange for space (contact hotels, schools, recreation centres)

Get licenses (if required)

Select prizes

Co-ordinate staff to participate

Organize the clean-up

Send out promotional information, mail-outs

Hold the event

−

−

Co-ordinate a 1 (800) number fax reply confirmation of attendance

Use effective presentation and communication skills

Follow up

− Create and send a follow-up letter thanking attendees


50



SUB-TASKS TASKS

Organize trade shows

Plan for and/or participate in the show

−

−

−

−

−

−

−

−

−

−

Select the right sow (evaluate the benefit of attending vis a vis your goals

Identify participants most likely to benefit

Establish sales objectives for show

Select the theme of the booth

Select a prime location for the booth

Design the booth/trade show set-up

Use collapsible technology

Organize shipment of booth and supplies

Link your trade show involvement to your other pro-active communication with customers/prospects

Use the show to launch new products/services

Organize materials and resources

−

−

−

−

−

Prepare something which will create attraction and excitement at the booth

Prepare trade show related print/video/computer materials

Organize and schedule staff for show

Train sales people how to manage t manage the booth

Choose and implement appropriate presentation technology for booth

Organize and implement pre-show, show, and post-show activities

−

−

−

−

−

−

Contact prospects and customers ahead of time and invite visitors to the booth

Make appointments with customers to be held at the booth

Invite local press/media

Take videos/pictures of booth and show

Keep an attendance list

Work the floor

Follow-up

−

−

Prepare fulfillment packages for delivery to prospects post-show

Understand financials and payback


51



SUB-TASKS TASKS

Enhance corporate marketing programs

(print media and broadcast)

Contribute to corporate marketing program development

−

−

Participate in internal focus groups to determine content of marketing program

Provide feedback to marketing regarding what is/is not working

Design ad layouts

−

−

Prepare camera ready copy for newspaper

Determine objective for "ad" - know who your target audience is

Develop your own marketing materials/initiatives

−

−

−

−

−

−

−

−

Publish a regular customer newsletter

Publish a customer specific manual

Personalize corporate ads for the local level

Reprint corporate newsletter after editing in an introduction from yourself

Write an information column for local community paper on topics relating to your business but slanted towards general interest for consumers

Contact local charities that the company supports nationally to develop local programs

Sponsor local area sporting events

Ensure that local initiatives link with national marketing programs

Implement marketing programs/initiatives

−

−

−

−

Sell or distribute company display material, ad programs

Distribute mailings/faxes/e-mail to branch offices

Become acquainted with editors of local magazines/newspapers

Work with the local media (print, broadcast) for time exposure: interviews, phone ins, etc.

Co-ordinate


52



SUB-TASKS TASKS

Co-ordinate merchandising campaigns

Co-ordinate point of purchase (POP) material with national campaigns

Co-ordinate point of purchase materials with print ads

Draft product packaging graphics

Create visual displays, focal areas, concept areas

Plan store shelf assortment/layout

Identify profitability per square foot

Organize and set up showrooms and displays

Work closely with retailers, designers and manufacturers

Educate customers on "best way" to present and sell merchandise

Test market products

Organize and distribute hand-out materials

Supplement supplier marketing programs with additional local activities (personal appearances, talk show, contests)

Organize 'gift with purchase' programs

TASKS

Conduct informal market research

SUB-TASKS

Block time per week for informal research

Conduct customer surveys (on new products, services, etc.)

Conduct customer advisory councils

Co-ordinate small focus group sessions to gain opinions on existing service or desired service enhancements

Monitor performance of products

Focus on your research objective (do not sell)

Publish results of findings for customers and prospects


53



SUB-TASKS TASKS

Conduct multi-media marketing

Keep current

−

−

Participate in forums to gain new information

Read the business media for up-to-date ideas, information, usefulness, etc.

Use the Internet

−

−

−

−

Experiment with a placement on an Internet bulletin board

Search Internet for prospects/contacts

Be aware of your customers on/using the Internet and keep a list of them for reference

Use the proper "Netiquette" when using the Internet

Use the latest technologies

−

−

−

−

−

−

−

−

Convert marketing letters/documents to digital format

List information on company systems for distribution internally and externally (codes, standards, policies)

Use e-mail to keep customers informed of industry news

Use the fax to broadcast information

Co-ordinate telephone conferencing (video or phone)

Produce multi-media marketing materials (CD ROM)

Produce video materials

Use multi-media effectively in presentations

Involve other departments in multi-media marketing campaigns


54



SUB-TASKS TASKS

Create and manage telemarketing programs

Plan the telemarketing program

−

−

−

−

−

−

−

−

−

−

−

Visit successful sites

Automate wherever possible

•

•

•

•

•

Investigative hardware and software

Identify your objectives

To conduct informal marketing

To increase sales

To generate leads

To process orders

To provide customer service, etc.

•

•

•

•

Align the objectives with overall sales strategies and goals

Prepare a business case to include:

Type of client you want to attract

Cost

Probable response rate/conversion rate

Potential income to be generated

Develop the approach

Develop a script for use in telemarketing

• Use effective communication skills

• follow the consultative selling process

Prepare for success - have follow-up support mechanisms in place (to fulfill telephone requests, process orders, etc.)

Prepare test pilot and evaluate

Adapt the approach if necessary

Implement your telemarketing plans

−

−

−

−

Prospect previously untried distribution avenues

Enter telephone lists into your client database

Create customer history files to track calls and follow up activities

Make weekly/biweekly fill in calls


55



SUB-TASKS TASKS

Create and manage telemarketing programs

(cont'd.)

Follow up

−

−

−

−

Distribute data gathered (customer requests, complaints, etc.)

Respond to customers and advance the sales cycle

Measure results and evaluate the program

Generate new target opportunities and develop new objectives

TASKS

Plan promotions

SUB-TASKS

Establish sales objectives (promote new product/services)

Set budgets

Know media channels and costs

Establish timing (consider season ability of product/service usage)

Link to other events

Look for co-op opportunities

Know competition's programs

Design delivery seminars

Design brochures and marketing letters

Create demand before launching product through merchandising

Use broadcast faxing to reach targeted segments

Manage the allowance policy


56


Product & Technical Knowledge

(At A Glance)

TASKS

Acquire up to date product/service knowledge

Acquire up to date technical knowledge


57


Competency Block: Product & Technical Knowledge

SUB-TASKS TASKS

Acquire up to date product/ service knowledge

Gather information about your products and services

Identify the components of your products and services

Know the essential selling features of your products and services

Translate all essential features into customer benefits

Identify the advantages of your products and services

−

−

−

−

−

−

−

−

−

−

−

Know your price per product

Analyze profit per product/service

Be aware of price fluctuations

Identify product strengths

Be aware of product weaknesses

Know your lead times

Know how products are manufactured or sourced

Learn the warranty/guarantee policies

Know your product success evolution/history

Know your packaging facilities and potential

Identify distinguishing awards for product/success

Analyze product success

−

−

−

−

−

Identify your market position

State your value added

Compare your success per product and compare to position of competition

Analyze brand loyalty

Discover who is using product outside your current customers

Understand how your product/service fits into your customer's overall operation, business plan, sales success, operation costs, etc.

Spend time in field with technical specialists

Become familiar with all product promotions, sales manuals and product literature

Know how the product/service is used by different customers


58


Competency Block: Product & Technical Knowledge

SUB-TASKS TASKS

Acquire up to date product/ service knowledge

(cont'd.)

Know the competitors' products and services (obtain brochures, etc.)

Know how to use computers, faxes, and other hardware

Understand software products and their potential application to sales

Keep informed of latest technology advances and seek ways to use these technologies in your work


59


Relationship Building

(At A Glance)

TASKS

Create a customer care process

Develop the account

Collaborate with customers to create service standards, warranties and guarantees

Educate customers

Link customers with other service/product providers within your network

Support customer initiatives

Appreciate your customers


60


Competency Block: Relationship Building

TASKS

Create a customer care process

SUB-TASKS

Identify the components of an effective customer care process

Identify the best practices of existing suppliers

Determine your customer care budget (time and money)

Create and maintain a comprehensive, up to date customer database

(including all personal and business information about customers)

Profile the customer database (A, B, C)

Tailor your key customer care process with the A customers

−

−

−

−

−

−

Record personal data

Discuss personal likes and dislikes

Clarify expectations about products and services

Determine the call plan (method and frequency)

Identify preferred value added

Agree to the vest way to get feedback from the customer

Create a different strategy for serving non-key customers (B, C) - less concentrated, less individualized

Identify future business potential


61



TASKS

Develop the account

SUB-TASKS

Learn everything you can about the customer and the business

−

−

−

−

−

−

Do some fact-finding, research

Take a tour, walk the hallways

Ask to be placed on customer's mailing list

Make regular visits, hand deliver items

Let the customer educate you on all aspects of their business

Determine the customer's budget for your products/services

Meet new decision makers

Ensure that you are listed to receive proposal bids, quotes, RFPs, etc.

Identify all potential for future business

Probe about add-on sales

Ask about other sales/lines

Ask for the business

TASKS

Collaborate with customers to create service standards, warranties and guarantees

−

−

SUB-TASKS

Collect overall customer feedback to identify expectations

Identify customers to participate in councils

Conduct customer focus groups

Survey customers specifically for feedback on standards, warranties and guarantees

Develop standards, warranties, and guarantees based on feedback

Communicate standards, warranties and guarantees to the customer and internally to all departments

Measure against the standards, warranties and guarantees

Review results with customers and internally with all departments

Reevaluate standards, warranties and guarantees

Celebrate successes with customers


62



TASKS

Educate customers

SUB-TASKS

Create communication links using latest compatible technology

Check for understanding on all relevant systems and processes

Share your company's expertise

Invite customers to seminars, conferences, fun events. Be more creative

Introduce customers to experts in your organization

Provide relevant information, keep customers current on products, services, applications, etc.

Conduct training sessions

Extend the training to include your customer's clients and/or anybody in the selling process with customer

Make presentations

Prepare manuals, support materials

Provide ongoing support

TASKS

Link customers with other service/ product providers within your network

Externally and internally

SUB-TASKS

Refer partners to each other

Co-ordinate joint meetings

Arrange introductions

Co-ordinate public events for circle of customers

Grow your network


63



TASKS

Support customer initiatives

SUB-TASKS

Support the same charities

Share corporate expertise

Participate in co-op advertising

Buy their products

Use their services

Attend their annual meetings

TASKS

Appreciate your customers — internal and external

SUB-TASKS

Understand and respect corporate and ethical guidelines regarding gifts, dinners, etc.

Highlight customers in your corporate newsletter

Publish joint articles

Invite customers to visit your organization

Invite customers on company tours

Hold customer appreciation days/events

Tell others in the network when something newsworthy happens to a customer

Celebrate the "anniversary" of doing business together

Paying for performance

Mutuality of interest

Develop relationships internally / Influencing


64


Sales and Technology

(At A Glance)

TASKS

Understand how to use basic technology

Leverage the Internet as a valuable resource

Understand your organization’s security policies

Understand the implications of technology on your customers

Leverage technology in your role

*Information is based on the input of sales professionals

from a one-day session.

65


TASKS

Understand how to use basic technology

Know how to use office software

−

−

−

−

−

−

−

−

Competency Block:

SUB-TASKS

Calendar/schedule

E-mail

Word processing

Databases

Presentation software

Spreadsheets

Web browser

Integrated collaborative software

Sales & Technology

Understand the basics of office hardware

−

−

−

−

−

−

−

−

PC's

PDA's (Personal digital assistant)

Cell phone/wireless

Pager

Fax

Printer

Copier

Telephony

Know how to use Web capabilities

−

−

−

Internet

Intranet

Extranet

Understand use and capabilities of office multimedia

−

−

−

−

−

Satellite

Video conferencing

Webcast

CD ROM

Audio conferencing


66


Competency Block: Sales & Technology

TASKS

Understand your organization’s security policies

SUB-TASKS

Follow your organization’s security procedures with regard to:

−

−

−

−

−

−

−

Logging in and out

Storage

Hardware security

Commerce security

Customer data

Confidential e-mail

Password protection

TASKS

Leverage the

Internet as a valuable resource

SUB-TASKS

Know sources and reliability of information

−

−

Client/industry/competitor research

New competitors (visibility of price and cost)

Bookmark useful sites (trade publications, reports, etc.)

Know your browser capability and accessibility (band width)

Understand E-commerce sites (buying and selling)

Understand search engine capabilities (expert, refined, and metasearch engines)


67


Competency Block: Sales & Technology

TASKS

Understand the implications of technology on your customers

SUB-TASKS

Follow your customer’s security procedures

Know your customer’s capability:

− Compatibility of systems (i.e. ability to open attachments, etc.)

Understand your customer’s expectations with regard to:

−

−

Troubleshooting technology products or attachments sent

Response times

Know and follow your customer’s interaction preferences (method and frequency of communication)

Be aware of the tonality when communicating electronically

TASKS

Leverage technology in your role

SUB-TASKS

Understand how technology can assist you personally in your role

−

−

−

−

CRM (Customer Relationship Management) systems

Account planning

Call planning

Databases for prospecting

Understand how technology can be leveraged throughout your organization with respect to:

−

−

−

−

Enterprise Resource Planning (ERP)

Financial systems

Human Resources tracking

Purchasing


68


Sales Administration

(At A Glance)

TASKS

Generate sales administration/operations reports

Provide feedback

Analyze, read and interpret sales information

Track orders

Maintain support systems


69


Competency Block: Sales Administration

TASKS

Generate sales administration/ operations reports

Complete call reports:

−

−

−

Monthlies

Weeklies

Quarterlies

SUB-TASKS

Update/revise the business plan

Complete monthly, quarterly or annual business reviews for customers

Complete expense reports

Complete credit applications

Update customer profile (database)

TASKS

Provide feedback

SUB-TASKS

Share relevant customer feedback internally with other members of the team including sales management

Report sales situations to team members for the purpose of building additional sales approaches and strategies

Speak to appropriate departments about:

−

−

−

Product ideas

Market opportunities

Customer satisfaction levels

Sell-through by:

−

−

Providing statistics from accounts/retailers

Submitting customer satisfaction information with both retailer and supplier


70



TASKS

Analyze, read and interpret sales information

SUB-TASKS

Set aside time to read sales information (reports, audits, articles)

Read and understand management information (company statement, strategic goals, etc.)

Provide customers regular progress reports on customers' sales performance

TASKS

Track fulfillment of the order

SUB-TASKS

Set up new customer accounts

Complete order entry

Check inventory

Co-ordinate interdependent department/functions and/or processes

Co-ordinate outside resources

Conduct interdepartmental meetings

Reporting status of order to client

Customize work/job when necessary

Take accountability/responsibility for work being completed to customer's satisfaction

Handle complaints, returns promptly and professionally


71



TASKS

Maintain support systems

SUB-TASKS

Gather and organize all sales information

Read all memos, updates, faxes (company and customer vendor product) and files

Maintain customer database files

Maintain current data files (hard copy files and the electronic database)

Organize and update:

−

−

−

−

−

−

Sample price lists

Brochures

Internal process forms - credit applications, order forms, etc.

Catalogues

Point of sale materials

Other business tools


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Self Development

(At A Glance)

TASKS

Create a personal vision/mission

Balance your life

Manage your attitude

Practice self-discipline

Manage your time and activities

Manage your professional development

Manage your career

Manage stress

Focus on knowledge management


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Competency Block: Self Development

TASKS

Create a personal vision/ mission

SUB-TASKS

Clarify/prioritize self values and consider the value of others

Ask yourself key questions about what is important in your life, what you want to do and be

Clarify expectations of yourself and expectations others have of you

Identify what you need to do to be successful (personal standards, targets, goals, principles)

Review how your personal vision aligns with/supports the corporate/functional/department mission

Set specific short and long-term goals (a five-year plan) - ensure measurability

Translate the vision into actionable steps

Spend your time according to the priorities that emerge from your vision

Integrate the vision into daily practice

Reconnect frequently with your vision and change accordingly


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TASKS

Balance your life

SUB-TASKS

Clarify roles and responsibilities with respect to:

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Family

Career

Community

Self

Set personal goals in each area of your life

Build time for different roles into your day/week

Record your goals in writing

Establish success criteria for balance

Act on your plans

Reflect and evaluate how you are doing

− Review your roles and responsibilities regularly

Recognize that there will be moments when you must choose to change or reevaluate your plans

Explore new areas/opportunities or interests


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TASKS

Manage your attitude

SUB-TASKS

Know your personal and professional motivators and focus on activities to accomplish your goals

Identify your positive attitude attributes and build on them

Challenge yourself – break old habits, move out of your comfort zone

Practice innovative techniques for out of the box creative thinking

Establish stretch, but SMART goals for yourself

Seek out support and feedback from others on the team, in the organization/community etc.

Surround yourself with positive people

Eliminate self criticism

Identify daily/weekly accomplishments

Engage in positive "self talk"

Visualize positive performance

Recognize and document your success and failure patterns and know how to pick yourself up

Consider success patterns of others and mirror them

Keep and refer to evidence of past successes (awards, trophies, letters of praise, etc.)

Read inspirational material, audiotapes, etc.

Get in the right frame of mind for constructive feedback and do something positive with the information


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TASKS

Practice self discipline

SUB-TASKS

Be accountable for your performance

Identify what you need to do to be successful

Communicate your priorities to others

Make and honour appointments with yourself and others

Protect the time you scheduled for yourself from distractions - people and events

Practice relaxation and energizing techniques

Guard against personal procrastination or rationalization

Plan your work and work your plan

Continue on in spite of adversity or difficulty

Reward yourself

TASKS

Manage your time and activities to increase return on investment

SUB-TASKS

Isolate key success activities and prioritize them

Break down large tasks down into manageable action steps (set time frames)

Create daily/weekly action plans and implement them

Create or adopt a time management system and follow it

Set aside appropriate blocks of time for goal-related activities

Make the best possible use of support people/resources to accomplish tasks

Continuously look for ways to improve - effectiveness, efficiency and productivity


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TASKS

Manage your professional development

SUB-TASKS

Take inventory of your personal interests, abilities, skills, knowledge, etc.

Identify and priortize the strengths and gaps

Investigate all aspects of your current job to identify new opportunities for development

Assess your level of competency in your current job and identify opportunities for development

Use available assessment tools (self-assessment, feedback from relevant people)

Identify your desired next steps for your career path

Identify the competency requirements for your career path

Create a personal growth strategy/career path

Set personal goals and timeframes for achieving them

Invest in your own development (take courses, attend seminars, etc.)

Identify coaches or mentors that can provide career development support

Serve as a mentor

Practice self-directed learning (read books and association publications, listen to tapes, watch videos, etc.)

Schedule regular practice sessions for key skills

Learn from your mistakes

Learn and invest in sales tools (e.g. hardware and software)

Become knowledgeable and actively involved in professional associations (CPSA, customer-affiliated associations, industry specific associations, etc.)

Maintain your personal health and wellness


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TASKS

Manage your career

SUB-TASKS

Create and work your career plan

Link the career plan to your professional development plan

Create a list of desirable positions, companies, product lines, etc.

Talk to people who are currently in the job/field you wish to move to

(or who have done it in the past)

Identify what you are prepared to do to get the next job

Keep you resume current (consider what to do with it)

Interview to learn more about opportunities of interest to you

Review, revise your plan regularly

TASKS

Manage stress

SUB-TASKS

Identify types of stress

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Recognize good sources and negative sources of stress

Learn to deal with stress effectively in order to improve efficiency and sales performance

Monitor your stress

Manage your stress

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Recognize that a salesperson’s job is naturally stressful

Teach yourself not to take things personally

Develop an optimistic attitude and view problems as temporary

Take a break if you need to refocus yourself and approach the situation in a more positive way

Keep yourself healthy, and exercise regularly


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TASKS

Focus on knowledge management

SUB-TASKS

Know more about yourself and clients

Increase efficiency, speed at which you work

Facilitate the transfer of knowledge

Distinguish the key difference between information and knowledge

Know how to analyze information


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Strategic Sales Planning

(At A Glance)

TASKS

Understand the corporate business plan/department objectives

Analyse and segment the market

Research the competition

Analyse individual existing customers

Analyse products/services

Negotiate your sales target

Create your sales strategies

Set objectives to achieve your sales targets


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Competency Block: Strategic Sales Planning

TASKS

Understand the corporate business plan

/department objectives

SUB-TASKS

Read the business plan – understand corporate strategies and objectives

Clarify the plan with your manager/coach

Ask questions to check understanding

Understand your role and your goals as part of the overall plan

Document your role and goals as part of your sales plan

TASKS

Analyse and segment the market

SUB-TASKS

Identify the boundaries of the market

Know your territory (i.e. physical/geographic terms)

Identify important market segments

Research and identify information about potential business, existing business and centres of influence

Analyse your current customer base

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Key contacts

Business/products

Level of satisfaction

Demographics

Existing and future picture (who will stay the same, who will grow, etc.)

Your customer's customers

Your percentage of market share

Total sales ($) versus number of customers

Analyse a similar market

Check overall profitability and expenses

Identify the top 20% of your customers base

Develop A, B, C . . . lists of customers

Identify customers for new business development, cross-sell and upsell opportunities

Document your market analysis as part of your sales plan


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TASKS

Research the competition

List your competitors

SUB-TASKS

Develop strategies to learn about the competition

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Read annual reports, trade magazines, Internet site

Network with the competition

Mystery shop the competition

Ask customers about the competition

Visit competitor's booths at trade show, etc.

Analyse their business

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Size of company

Experience within the industry

Financial picture

Market share

Marketing strategy and value proposition

Products/services

Pricing

Service guarantees/warrantees

Packaging and delivery

Distribution systems

Sales processes

Skill level, expertise, and effectiveness of the sales force

Identify best practices

Identify your advantages over the competition (competitive positioning)

Document your competitive research as part of your sales plan


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TASKS

Analyse individual existing customers

Review your sales history

SUB-TASKS

Research your customer's business

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Know your customer's products/services/business

Know the organizational structure and political climate

Identify critical business needs/drivers

Know the financial viability of the business

Identify your customer's buying habits and patterns (the buying cycle)

Identify decision makers and the decision making process

Discover and understand your customer's major initiatives/changes

Evaluate your customer's buying potential and your potential share

Predict usage

Predict customer profitability

Know the competition's share of business in each account

Classify each customer (A, B, C lists)

Identify the greatest benefit for that customer to do business with you

Document your individual customer analysis as part of your sales plan


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TASKS

Analyse products/ services

Develop technical knowledge about products and services

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SUB-TASKS

Know your price per product/service

Analyse profit per product/service

Identify strengths, features and benefits

Be aware of weaknesses

Know your lead times

Know how products are manufactured or sourced

Learn the warranty/guarantee policies

Know your product/service success evolution/history

Know your packaging facilities and potential

Identify distinguishing awards for product

Analyse product success

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Identify your market position

State your value added

Compare your success per product and compare to position of competition

Analyse brand loyalty

Know application from customer standpoint - know what needs or business drivers your product/service addresses. (i.e. helps your customer increase sales, lower costs, etc.)


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TASKS

Negotiate your sales target

SUB-TASKS

Talk to your manager to understand what targets have been set (top down)

Assess potential from existing business, new business, repeat business

Consider business you may lose

Review the variance (both positive and negative) between previous year's results and targets

Establish sales targets by

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Product line

Customer

Market segments

Negotiate agreement on annual sales targets

Ensure that the targets are SMART (specific, measurable, achievable, results focussed, time framed)

Document your sales targets as part of your sales plan


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TASKS

Create your sales strategies

SUB-TASKS

Review previous year's results for key learning (actual results against plan, won business as well as, lost or terminated business, etc.)

Conduct a SWOT analysis (strengths, weaknesses, opportunities and threats)

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Analyse strengths and weaknesses (of the product, company, sales process and/or service

Identify major opportunities (new sales options or channels, new prospects or needs)

Identify threats (areas where your company/product/service is failing to meet identified customer needs, not staying competitive, or not keeping up with industry or legislated standards)

Identify any other issues facing your company and/or product line or service

Look at global conditions (economic factors, social factors, political factors, technological factors, environmental factors)

Know and understand industry trends and your company's response to these future needs

Develop strategies based on the analysis

Align strategies with your company's strategies and corporate values

Anticipate competitor's responses to your strategy

TASKS

Set objectives to achieve your sales targets

Document your sales strategies as part of your sales plan

SUB-TASKS

Align objectives with sales strategies, targets, and prior analysis

Ensure that the objectives are SMART (specific, measurable, achievable, results focussed, time framed)

Incorporate checkpoints to review progress

Gain approval from your manager

Document your objectives as part of your sales plan


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Time & Territory Management

(At A Glance)

TASKS

Priority time management

Forecast sales results

Analyze customer segments

Manage sales funnel

Manage territory/customer

Manage your sales activities


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Competency Block: Time & Territory Management

SUB-TASKS TASKS

Priority time management

Use scheduling technology (e.g. MS Outlook)

Create daily/weekly/monthly schedules

Determine percentage of time spend on key activities

Prioritize activities according to importance and urgency

Delegate, delay or eliminate activities that are not important or urgent

Schedule blocks of time

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On days

Off days

Customer urgent days (schedule critical/customer urgent time)

E-mail and voice mail personal development

Know your peak performance times and schedule work accordingly

Know what your client's peak times are, buying cycles/year ends

Set a separate time period to address less important items (non-urgent messages, ordering supplies, etc.)

Check regularly to ensure that you are spending time on the activities that will help you achieve your objectives

Identify your personal time wasters (disorganization, long coffee breaks, drop in visitors, etc.) and determine ways to eliminate these

End of day, review day's activities and schedule next day

Balance your work time with time for family, friends, physical activity, etc.


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SUB-TASKS TASKS

Forecast sales results

Forecast annually/quarterly/monthly/weekly

Analyze sales reports

Predict sales volume per customer/prospect:

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Dollar

Unit

Product mix

Penetration

Repeat business

Quarter/year/monthly numbers

Analyze existing and lost customers

Identify variances and reasons for them

Set new goals and objectives

Refocus activities based on analysis

Communicate new forecasts

TASKS

Analyze

Customer segments

SUB-TASKS

Identify high-value customers using the following as criteria

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Cost to serve

Potential share of customer

Lifetime value of customer

Conduct customer/market analysis

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Determine relationship profile - strategic, preferred, c-level (CEO,

CFO, CTO, etc.), procurement, managerial level)

Identify mutual value for the customer and your organization

Determine whether or not the customer is a top tier client and is a good referral source.


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SUB-TASKS TASKS

Manage sales funnel

Determine your sales funnel and ratios

Move customer from one stage within funnel to next (suspect, prospect, hot or critical one)

Link sales activities to the stage in the funnel

Use the funnel for both self-management and with your sales manager

TASKS

Manage territory / customer

SUB-TASKS

Identify the territory (e.g. industry, channel, customer, geography)

Identify value of current accounts and potential

Identify potential within your territory (prospects, suspects)

Monitor cost per call (what's profitable)

Plan your route, current and prospective

Use your waiting time effectively (read, answer mail, write memos, etc.)

Schedule time for follow-up


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SUB-TASKS TASKS

Manage your sales activities

Plan your activities

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Breakdown your quarterly targets into monthly/weekly targets

Set SMART objectives

Determine high payback activities which ensure that the sales objectives will be met

• Prioritize and do more of them

− Determine sales activities for:

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Acquisition

Retention

Expansion

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Establish call frequency by classification of customer

Determine the contact method (phone, letter, visit, e-mail)

Work your plan

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Contact customers and prospects (telephone, send direct mail, email, faxes, etc.)

Set appointments

Keep appointments

Continually reference and update your plan

Follow up your plan

Evaluate sales results and activities

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Measure the actual payback of your activities

Modify your plan as appropriate


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