A look into what sales elements go into a successful company

1. A Kienbaum Study
June 2016
Background
Excellence in Sales
Optimization and analysis of key Sales Elements and their
role in determining a company’s success
» Successful companies implement and optimize all sales components
holistically, rather than individually
» The presence of our identified sales excellence elements leads to
greater corporate profitability and market share regardless of product
category, meaning the sales organization drives performance, not the
product being sold
» Important and complex tasks, such as acceleration of product innova-
tion and new customer acquisition, require multiple sales elements
» Sales elements and activities are ineffective unless they clearly ad-
dress customer needs and benefits
» Changes in customer behavior are the most important issues today and
will grow in importance in the future, making the ability to react to
changes even more crucial
» To implement an effective sales strategy, all sales segments of the
strategy must be aligned accordingly
» Significant differences were observed in the areas of Change Manage-
ment, Personnel Development, and Sales KPIs & Management Cock-
pit, indicating that these areas would be good start for initial improve-
ments
Sales are rarely at the center of improvement
initiatives in mid-to-large sized companies. Yet,
this is where a large portion of a company’s po-
tential resides. An effective sales organization can
sell exceptionally — regardless of product charac-
teristics — making them extremely valuable when
leveraged properly.
Kienbaum conducted a study intended to provide
an effective approach to improving sales ele-
ments. This Excellence approach answers the
growing demand for sales departments to focus
on their untapped potential.
The foundation of this framework is built on con-
sulting experiences in sales that, in combination
with proven systemic approaches, led to the de-
sign of the Kienbaum Sales Excellence Model.
This model can be utilized by companies of any
size to sell effectively.
Kienbaum surveyed thirty companies and asked
wide-ranging questions about the development of
their sales, ignoring product characteristics.
Based on these responses and respective perfor-
mance indicators, the companies were then divid-
ed into two categories. “Successful” companies
were those that had increased market share in
the last five years, and “less successful” compa-
nies were those that had not. The prevalence of
each sales element was then evaluated and com-
pared for both groups.
Key sales activities and typical challenges were
assessed by the participating companies. Ques-
tions were derived from each of the sales ele-
ments in the Kienbaum Sales Excellence Mod-
el. The results indicate measures with great po-
tential for improvement.
The study further assessed the greatest areas of
contrast between successful and less successful
companies. Additionally, the importance of current
trends and their future importance were exam-
ined and analyzed.
Key Findings
Processes & Systems
Kienbaum Management Consultants

2. To see the complete results of this study, please contact eric.lavelle@kienbaum.com
Sales Excellences does not describe a state, but rather a continuous process. The Kienbaum Sales Excellence Model pro-
vides guidance through an effective change management element and support behind every sales segment. It serves on a
theoretical, as well as practical level, as it guides through the ten fundamental components of sales. This model has proven
itself in practice as an analytical and optimization tool used across industries of various sizes and sales segments. The
Kienbaum Sales Model is a self-contained cycle and must be viewed in its entirety. All sales elements influence one another
and should be viewed holistically as part of the Excellence Initiative. Using this model ensures the systematic evaluation of key
sales elements, starting with those requiring immediate action.
The Kienbaum Sales Excellence Model takes important future challenges, such as changes in customer behavior or techno-
logical advances, into account when it comes to addressing individual sales segments. Given the results of the study, potential
quick win opportunities would be the areas with the largest difference between successful and less successful companies. This
model creates a path for implementation by supporting the systematic improvement of all key sales segments and enables
sales excellence. Any company can sell an exceptional product—learn to sell exceptionally with the Kienbaum Sales Excel-
lence Model.
The Kienbaum Sales Model accounts for key sales
segments and their interconnectivity
A Kienbaum Study
June 2016Kienbaum Management Consultants