How do VARs transitioning to become MSPs manage the changes in their sales teams? Sales is not evil. The right people need the right tools and the right management, then they can be wildly successful. Dominic Monkhouse shares his experience of building award winning high-performance sales teams in IT service firms.

1. How do you sell in the new
age of ideas?
Sales is not evil. If marketing generates
demand sales gets the orders.

2. Dominic Monkhouse
l: linkedin.com/in/dommonkhouse
t: @dommonkhouse
e: dom@gjsm.co
m: 07976583405

3. Having the RIGHT TOOLS

4. Whew — 3,874 marketing technology solutions
on a single slide.
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
2011 - ~150
2012 - ~350
2014 - ~1000
2015 - ~2000
2016 - ~3900

5. Preparing your Tools

6. Does anyone need what you’re selling?
•Are you selling vitamins or pain killers?
•Niche the power of specialization– what market can
you be 1, 2 or 3 in?
•Who is your single ideal customer?
•What pain do you take away?
•50% of sales time is wasted on unproductive
prospecting. [Source: The B2B Lead]

7. Mediocrity Rules
•Kakonomics
•75% UK men are above average drivers
•85% UK sales people are below acceptable
•If I gave you £1m for sale development what
would you spend it on?
•What impact would it have?

8. Structure - Vertical vs Horizontal
50% 25% 25% 0%

9. Sales vs Order Taking - KNOWLEDGE
PRODUCT SALES PERSON “takes the order”
GOOD PRODUCT SALES PERSON “up-sells”
SOLUTION SALES PERSON ”creates the need”

10. Profile of the Over Performing
HBR June 2016
• 125% of annual quota vs 75% of annual quota
• 15% of sales people vs 85% of sales people
• Motivation
• Status, Respect, Money?
• Knowledge
• 170% of quota
• Career Orientation
• Attributes
• Pride, Personal Certainty, Knowledge and Follow-through

12. Email still works – Benchmark Numbers
Cold call to warm call
#1: Open rate: 30% of total sent
< poor data or poor subject lines
#2: Response rate: 30% of total opened
< poor call to action
the best get 50% response rates
Rate – 25-50 per day
Follow up 3-10 times and track
Source close.io

14. Doctor Who Moments
• The average sales person only makes 2 attempts to
reach a prospect. [Source: Sirius Decisions]
• Research shows that 35-50% of sales go to the vendor
that responds first. [Source:InsideSales]
• If you follow up with web leads within 5 minutes, you’re
9 times more likely to convert them. [Source: InsideSales]
• Companies that nurture leads make 50% more sales at a
cost 33% less than non-nurtured leads. [Source: Forrester
Research]

15. Customer Curious Selling
• 73% of salespeople using social selling as part of their sales process
outperform their sales peers and exceeded quota 23% more
often. [Source: Aberdeen]
• The top salespeople use LinkedIn at least 6 hours per week. [Source:
The Sales Management Association]
• Case Studies

16. Customer Acquisition Cost Maths
https://goo.gl/TaZHPp
• (WHAT CAN I SPEND?)
• CAC
• Total sales and marketing costs
• LTV
• MRR * average customer life /churn%)
• LTV:CAC > 3
• Recover CAC < 12 months
• Netflix MRR $8 vs LTV $291.25

17. New Customer vs Current
• Increasing customer retention rates by 5% increases profits by 25-
95% [Source: Bain & Company]
• 91% of customers say they’d give referrals. Only 11% of salespeople
ask for referrals. [Source: Dale Carnegie]
• https://hbr.org/1990/09/zero-defections-quality-comes-to-services

20. PowerPoint Presentations vs Stories
•After a presentation, 63% of attendees remember
stories. Only 5% remember statistics. [Source: Dan & Chip Heath]
•Sales playbooks
•Whiteboard presentation tools
carrie@thesalesway.com
thesalesway.com

22. Double YOUR Proposal Conversation Rate
• In a typical firm with 100-500 employees, an average of 7 people are
involved in most buying decision. [Source: Gartner Group]
• >50% email read on mobile
• Case Study

23. Leadership Development
We have loads of people who ARE S#!&
sales leaders. And loads of people who
THINK their sales leaders are S#!&. But
soon THEY will become a leader and
because they have no decent role models
THEY WILL BE S#!&.

24. Training for Sales Leadership and Staff
• Up to 150% increase in revenues
• 6 weeks can transform a team
• Motivation – what does good look like
• Change the culture – proactive and winning
• Increase activity – up to 100%
• Pitch the differentiation – selling pain killers
• A pool of new sales strategies
MAPSTAR – Brad Shackleton brad@recruitingexcellence.com
6,000 CEO’s, Sales Directors & Professionals Trained | 19 Industries | 17
Countries

25. David vs Goliath
• Does anyone think David cheated?

26. Using the right tools WINS!

27. Dominic Monkhouse
l: linkedin.com/in/dommonkhouse
t: @dommonkhouse
e: dom@gjsm.co
m: 07976583405