Whether you are a sole trader or a successful multi national, ‘sales’ are the lifeblood of any organization and whether for Business to Business (B2B), Business to Consumer (B2C) markets including not-for-profit organisations.  Sales operations have a direct effect on revenue generation and therefore a direct effect on your future. Whether you are a purist and believe that sales is a part of marketing, or a pragmatist that knows its potential impact on your business (for good or ill), it’s the area where you need to excel.

The most effective way to ‘sell’, is through communication of:

  • Individual skills or knowledge that you possess i.e. your abilities, natural or experiential.

  • By employing teamwork within your business – asking yourself ‘what is our competitive advantage’ (it could be technology for example).

  • Sell by being the ambassador of your organisation. Create joint relationship synergies (where possible) and build these for the short, medium and long term. These relationships can be either internal or external business drivers.

  • Become expert at the creation, development and maintenance of profitable business relationships. A USP (unique selling point) to gain competitive advantage.

  • Learn how to win, develop and retain customers. It is proven that it costs less money to retain customers than to create them.

  • Generate Revenue.

Here are some typical benefits companies can realize from engaging in Sales:

  • Understanding what your target market is and how to engage it

  • Setting business objectives (e.g. plans) driven by your business resources to exploit market opportunities

  • Creating new business development tactics and strategies to drive your business forward

  • Sales operations – know how to manage your business once you have secured a sale by developing joint business plans

  • Retain your customers for the long-term future and keep them coming back to you in favour of your competition.

  • Cashflow! Sales Planning

Developing Sales Plans

The old adage ‘the person who fails to plan, plans to fail’ is never truer than when applied to a business and yet surprisingly many businesses fail to prepare a detailed, structured sales plan.

A sales plan basically is the strategic and tactical ‘how’ for achieving a company’s marketing objectives. Very simply it provides a ‘route map’ from which to drive the commercial activity of the company. A key feature of all successful sales plans is the use of volume numbers and their associated cash values. In essence, sales plans are all about researched and planned targets and numbers.

Developing a sales plan involves a number of key steps:

1) Define your Market (Sectors and Segments) – This first step is about clearly defining your target market – those you can and want to sell to and those who are most likely to buy your product or service. The more defined the target market the better.

2) Value the Market – Building your knowledge, usually through extensive research, is a key part of valuing your market. Developing greater understanding of not only the total market size, but also of the different segments and sectors (particularly those to which the company’s products or services are most relevant), is very important.

3) Establish Market Knowledge (Create a Knowledge Bank) – This includes understanding all the dynamics of the market concerned, including market growth projections, relevant legislation, seasonality, purchasing mechanisms such as tenders, strategic business drivers, competition, etc.

4) Evaluation of Current Status – This requires an objective analysis and breakdown of the current business (or potential business) according to product type, sector volume and values, with analysis of the current customer base and in particular major customers.

5) Understanding and Evaluating Potential Business – This involves ascertaining the key parts of the market and key customers that the company can realistically target, as well as understanding the key USP’s (unique selling points) of the company and its products. Understanding these USPs will enable a company to effectively compete and gain new business. The results will define ‘the size of the prize’ and help build a good understanding of the key competitors and what they have to offer. Comparing the company to each of its key competitors through use of SWOT (strengths, weaknesses, opportunities, threats) analysis and other techniques will also be involved.

6) Deciding Sales Strategies – This will include assessing what options are available to gain new customers, retain and increase business from existing customers, as well as how to raise the awareness of the company and its products in the marketplace.

7) Measure and Improve – The most important part of the plan is to ensure its use. It is not a task to be completed and then buried in the filing cabinet, it should be used to drive the business. All the planning in the world is of zero value if it is not, or cannot be implemented. Variations in performance versus the plan, both positive and negative, will occur but they need to be under review constantly so that their effect can be assessed and performance improved.

Sales Training & Consultancy

Sales Training can include:

Basic Sales training
- From opening to closing, all the core elements needed to produce cutting edge sales skills.

Advanced sales skills for field and desk people
– Looking into the personal states of people and buying habits they display. Getting into the core of the sales cycle.

Negotiation master class
– Bargaining power, trading concessions and influencing outcomes. Just a few of the many skills needed to be a successful negotiator.

Total Cost of Ownership
– How to put your deal in a logical and structured way that encompasses all aspects of sales process.

Closing and objection handling at all levels
– From beginners to master class,  everything you want to know about how to close and handle difficult objections.

Consultative selling
– For the larger or more complex deals that require a consultative selling approach.

Sales Manager coaching
– End-to-end coaching methodologies and process to turn managers into effective business coaches for your people.

Leadership development and coaching
– Starting from the top and working down, these courses are aimed at getting the most from the leaders at the top: setting vision, strategy, operational objectives and handling change.

International sales
– How to sell to an international audience and how to trade internationally.

Deal management
– working on live deals with your sales people will demonstrate the difference a successful sales and leadership team can have on an organisation.

Sales process engineering
– from how to set forecasting and budgets through to how to create and operate effective sales and marketing systems to support your staff.

How to handle sales people
– Training course for business owners on how to deal effectively with sales people.

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