efecto

Efecto Oy
Pekka Tytri
www.efecto.fi

Elements of Sales Management

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Build
Foundation

Manage
Processes

Lead
People

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Sales Management steps

Competence profiles and resourcing requirements

Recruiting

Sales process development and training

Organising & territory management

Target setting

Selling
6

Funnel management

Opportunity management

Performance management

Competence development

Sales Management 3x9

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Build Foundation

Manage Processes

Lead People

Build & train sales

process & tools

Opportunity
Management

Competence &
resource
requirements &
recruiting

Organising sales

Funnel
Management

Performance
Management

Targets

Customer Process
Management

Competence
Development

Strategy implementation with sales

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Target segments,
Value proposition,
Differentiation

Sales process +
tools

Opportunity
coaching

Sales
Management

Strategy

KPIs

Opportunity
Plan

Customer facing
sales tasks

Influence

Sales

Buying process
stage

Customer

Commitment to
Information on
move on
needs,
requirements and
key decision
influences

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Opportunity management concepts

Customers buying cycle

How the customers are buying

Sales process
How the selling is done

Funnel management
How we understand and manage the big picture

Opportunity management
How we understand and manage the individual sales opportunity

Sales management system

How the management is organised

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Opportunity management concepts

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Opportunity Management concepts

Buying Process
Sales Process
Funnel Management
Opportunity Management
Sales Management system

BUYING PROCESS

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NEED

NEED

SOLUTION

VISION OF SOLUTION

BUYING

BUYING

Buying process stages

Customer focus
When the buying process and the sales process meet?

Sales process

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NEED

Recognise
opportunity

SOLUTION

Understand
and influence
need

INTEREST

Active
prospecting

NEED

Inquiries

Understand
and influence
vision of
solution

SOLUTION

Request for Offer

BUYING

Understand
and influence
decision
making

INFLUENCE

Negotiate to
win

WIN

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Sales process buyer seller interaction

Go/Nogo

Sales tools

Opportunity
Commitment
information

Client facing
sales tasks

S
Sales tools

Internal
sales tasks
Opportunity
qualification
and planning

Go/Nogo
Sales
stage
criteria
evaluation

Sales
stage

Sales process description

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MAHDOLLISUUDEN TUNNISTUS

ASIAKASTARPEEN
KEHIYS

RATKAISUN
KEHITYS

PTKSEEN
VAIKUTTAMINEN

Myynnin
tehtvt

Kontaktin
kehittminen

Asiakastarpeen
ymmrrys ja
kehitys

Ratkaisun esittely
Tarjouksen
esittely

Avaihenkilsuhteiden
kehittminen

Sisiset
myynnin
tehtvt

Asiakasvalinta
Kontaktin
valmistelu

Tapaamisen
valmistelu
Tapaamisen
yhteenveto

Ratkaisun
tuottaminen
Tarjouksen
tuottaminen

Tunnista
ptsprosessi,
-pttjt ja kriteerit

Miten
ohjeistus

Kontaktoinnin
ohjeistus

Kartoituksen
ksikirjoitus
Keskustelun-aiheet

Ratkaisun
esittelytapaamise
n ohjeet
tarjousmalli

Avainhenkilkartta
Toimenpidesuunnitelma

Suunnittelu ja
arviointi

Asiakkaan
arviointi

Asiakastarpeen
arviointi

Tarjouksen
hyvksynt

Relationship

Vaiheen tulos

Liidi

Myyntimahdollisuus

Tarjous

Preferred

Kriteerit

Oikea asiakas
Tarve
Kontakti

Kilpailukykyinen
ratkaisu

Kilpailukykyinen
ratkaisu

Sisinen tukija

KAUPAN
VOITTAMINEN

Neuvottelut

Neuvottelun
tarkistuslista

Buying Process
Stage

Customer becomes
aware of pain/gain

Pain/gain gets priority

Vision of solution
developing

Sales process

Identify Lead

Create / understand
Interest

Build Solution

Sales Stage Focus

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Customer facing
Sales tasks

Should we be
selling to this
customer?
Is the customer
likely to buy?

Proactive
contacting
Get basic
information to
qualify

Why is it important
for the customer to
act?

How good is our

solution?

Selection Process

Build Preference and win

Understand customer
situation and need,
influence needs
Discuss improvement
opportunities

Agreement and risk

management

Understand and
influence solution
criteria
Show how solution
links to customer
requirements

How do we influence
their criteria &
decision making?
Why would they buy
from us?

How valuable is
this opportunity?
What are the risks
(profitability,
delivery,
resources)?

Understand &
influence decision
process, decision
makers and their
preferences
Differentiate from
competition

Negotiate to win

Planning and
management

Customer Selection

Opportunity
Qualification

Offer Preparation

Prepare relationship
strategy

Prepare negotiation
Plan

Milestone Criteria

Pain/Gain
identified
Right contact
identified

Opportunity
Qualification
successful

Customer agrees
on solution
Contact to decision
maker

Differentiated solution
Influential sponsor

Profitable deal with

acceptable risks

Negotiation plan
Contract
framework

Customer
commitment

Agrees to meet to
explore the issues

Confirm the needs,

agrees on solution
workshop, involves
more people

Agrees on solution,
involves senior
people, willing to
start the
negotations, willing
to test the solution
in some way,
wants an offer

Willing to meet and

plan, willing to make
compromises, willing
to meet reference
customers

Sales tools

Customer selection
criteria
Contact
development
template

Corporate
presentation
Solution Concept
presentation
Business issues
discussion topics
Reference Cases
Meeting summary

Product information

Opportunity Closing
Plan
Offer
References

Sales Process Key Elements

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Customer
Facing
Sales Tasks
Internal
How to
templates
Sales Tools
Sales Process
Elements

Business
topics &
questions
Materials

Internal
Planning &
Coaching

Qualification

Funnel Stage
Funnel
parameters

Sales stage
Criteria
Conversion
Rates

Discussion
topics
What do we
need to
know?

Sales process tools

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Sell
Process
stages
Sell
process
tools with
BU specific
content

Qualification
Templates
Go/nogo
decisions

LEAD

NEED

SOLUTION

PREFERRED

WIN

Customer
Selection
Contact
Development
Template

Business
Topics

Solution
Configuration

Relationship
Map

Negotiation
Checklist

Meeting
Preparation
Need Analysis
Meeting
Template
Meeting
Summary

Offer
Generation

Competition
Analysis

Need
Qualification

Solution
Qualification

Customer
Qualification

Pricing
Tools

Relationship
Qualification

Requirements Analysis Conversation

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Building trust

Influencing
needs

Elevator speech

Understand
situation

Solution concept

Understand
explicit needs

Develop latent
needs

Business topics

Linking needs to
solution

Understand
vision of
solution

Getting
commitment

Understand
decision process

10 Agree on
next step
8

Complete vision
of solution

11 Summary

12 Opportunity
assessment

Relationship Map

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RELATIONSHIP MAP

Key individual

Role

Personal win & goal

Personal concern

Influence

Relation
ship

Our contact person

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Opportunity Management concepts

Buying Process
Sales Process
Funnel Management
Opportunity Management
Sales Management system

Sales Funnel

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LEAD

NEED

SOLUTION

PREFERRED

ORDER

An opportunity,
which qualifies as
Preferred

A Win

An opportunity,
which qualifies into
solution stage

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Funnel Management

Plan sales & marketing operations

Forecast sales (month, quarter, year)
Identify opportunities for management
Apply consistent sales process and funnel criteria for
fact-based sales forecast

Sales Forecasting

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LEAD

NEED

SOLUTION

PREFERRED

ORDER

SOLUTION

Hit rate
PREFERRE
Order
D

Conversion rate

LEAD

NEED

1Y
1M

Hit rate * Hot

Offer base OR
Selected
opportunities

1Q

Within sales
cycle
Conversion rate
* base

Outside sales
cycle
statistical

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Long Term Sales Forecasting

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Opportunity Management concepts

Buying Process
Sales Process
Funnel Management
Opportunity Management
Sales Management system

Opportunity management

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Select

Analyse

At every milestone
Opportunities that dont move
Opportunities requiring attention

Agree
actions

Follow
up

Opportunity management

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A lead where we decide not to offer

Preferred which we drop

A Win

A Lead, which we drop

LEAD

NEED

Solution offered, where we dont make the shortlist OR

the opportunity dies
SOLUTION

PREFERRED

ORDER

Opportunity coaching

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7. Whats in it
for us?
6. Prefence &
Influence?
5. How is the
customer
planning to buy?
4. How good is
our solution?
3. Urgency?
2. Is the
customer likely to
buy?
1. Should we
sell to this
customer?

Opportunity Coaching

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Segment

Need,
urgency

Should we be selling to this

customer?
Is the customer likely to buy
(anything from anybody)?

How do they compare to our customer selection

criteria?
Where are they in their buying process?
How compelling, critical is their need?
Is there a deadline for their decision?
How are they doing it now?

Solution

How good is our solution?

How do they describe their solution criteria?

How do we differentiate from alternatives?

Decision
process
Relationship,
Preference &
Influence

Can we compete?

Do we have the resources & skills to meet

customers requirements & timetable?

Who cares?

Do we have a sponsor in their organization?

Can we influence the decision

making?

Why would they buy from us?

Who matters in their organization?
Strategic value (new customer, new market, ..)?

Value & risk

How valuable is this opportunity?

What risks have we identified? (reputation,

delivery, margin)

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Opportunity Management concepts

Buying Process
Sales Process
Funnel Management
Opportunity Management
Sales Management system

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Sales management model

Board,
Management
team

Management reporting

Sales team

Individual

Preparation

Preparation

Sales team
meeting

1.
2.
3.
4.
5.

Sales Funnel
Sales opportunities
Sales activity
Planning and actions
AOB

Individual
Performance

1.
2.
3.
4.

TOP5 opportunity coaching

Personal sales funnel
Sales activity
Actions follow up & planning