An in-depth look at what should be measured in every sales process, how to set goals for and measure it and how to manage sales people to achieve business growth. How failure to measure and manage the actions that lead to sales results in failure. How to determine the crucial actions that lead to sales in your business. Simple and easy ways to measure those actions. How to set goals and motivate sales people to reach those goals. How to forecast future sales with confidence.

1. Welcome!
Be sure to join the audio portion of the meeting. See Audio in
the GotoWebinar control panel.
Ask questions by typing questions in the Questions area of
the GotoWebinar control panel.
 Managing a Sales Process of Actions that Lead to Sales Growth

2. Your Hosts:
Craig Klein, CEO, SalesNexus.com
 18 years as a sales executive. Hiring, training
sales people. Developing lead generation and
business development campaigns.
Jim Wilkinson, CEO of The Strategic CFO
 30 years in finance, accounting and private
equity including Ernst & Young and Capstone
Funding.
Forest Cassidy, CEO, LeadFerret.com
 Millions of B2B contacts with emails, FREE

3. 2013 Sales Growth
Webinar Series

4. Magic 5 of Content Based Email Marketing
that Drives Sales Leads

5. LeadFerret
search
• Title
• Revenue
• Employees
• SIC Code
• Location
500 contacts
with emails ea.
month

6. LeadFerret
search
• Title
• Revenue
• Employees
• SIC Code
• Location
500 contacts
with emails ea.
month

7. Today we’ll discuss…
1. Why sales forecasting matters
2. Common Problems with Forecasting Sales
3. What is a sales process?
4. Methods to Measure the Pipeline and Improve
5. Examples and Your Questions

8. How does a forecast get used?
Sales Management
• Tracking progress toward goals of the sales team and individuals.
• Provides specifics for coaching of sales reps.
• Provides a benchmark to compare sales people to each other
• Creates a competitive framework
Business Financing
• Bankers want to see your sales forecast
• Can’t be a simple extrapolation of last year
• Must be based on specific market/account intelligence and projections

9. Why do financial projections fail?
Unable to forecast sales accurately!
• Can’t manage investments in inventory, additional
staff, etc.
• Costs don’t match income or demand.
• Missed opportunities.
• Damages profits.

10. Sales Process?
A series of steps that lead to an order
1. Cold Calls or Emails
2. Set Appointment
3. Presentation
4. Proposal
5. Closing
Where is the activity?
Where is the cost?
Where do things get stuck or stall?

11. Why Qualifying is Critical
Time is Limited and Valuable
Only 40 hours in the week
Need to spend time prospects that have a high probability to purchase
Control is Limited
You can’t control prospects you talk to
You can control which prospects you talk to
Improves deal and pipeline management
Knowledge is Power
Uncovers pain
Produces better leads
Relationships are Key
Makes a better impression
Decreases prospect’s guard
Makes sales activities more conversational
Builds rapport

12. Sales Pipeline – What to measure?
Identify measurable metrics that lead to sales!
Steps in the process
• Leads in
• Qualified Leads in
• Proposals
• Presentations
• Demos
• Appointments
• RFPs

13. Sales Pipeline – What to measure?
Identify measurable metrics that lead to sales!
Indicators of performance
• Response Time
• Event attendance
Indicators of Interest
• In coming calls
• Downloads of whitepapers, ebooks, etc.
• Clicks on key emails – buyers guide, competitive
comparisons, etc.

14. Close Rate?
% of opportunities that enter the pipeline and close.
Limit to opportunities that meet minimum qualification standards
What makes a real opportunity?
Compute Close Rate as…
• Closed Deals / Total Leads
• Closed Deals / Qualified Leads
• Large Opportunities Closed / Large Opps
• Small Opportunities Closed / Small Opps
• By Product or Service

15. Surprises?
Lower profit margin on large deals?
Higher overall profit margin on certain products
Higher overall profit margin on leads from specific advertising

16. Sales Pipeline?
Measuring only what comes out the end – sales $
No control, no ability to adjust or compensate

17. The Big Reveal!
Where do opportunities stall? Why?
After the proposal
• Sticker Shock?
• Is the value clear?
• Is the proposal coming too early?
After the demo
• Demoing to unqualified prospects?
• Wrong people in the demo?
• Budget / ROI case not clear?
What can we do about it?

18. Reliable Forecasting
Give it a few weeks or months
Get a feel for the benchmarks
“30% of qualified opportunities close within 45 days…”
Project sales based on these benchmarks
• By sales person
• By product
• By region
• By size of opportunity
• Each category has it’s own benchmarks

19. Sales Forecasting Spreadsheet

20. Sales forecast – based on historical close rate

21. Automated Sales Process

22. In-depth SalesScripter Training Feb 20th
• Pain
• Qualifying
• Voice mail scripts
• Follow up emails
• Much more!
• SalesScripter
www.salesscripter.com

23. Join us next
Wednesday!
“360 degree View of the Customer Relationship for
Business Profits”
February 13th at 4pm ET
Register here - SalesNexus.com/resources/webinars

24. Sales Pipeline Sheet
Get a free copy of the Sales Pipeline spreadsheet.
Email Saundra Wathen, at Strategic CFO -
swathen@strategiccfo.com

25. Start Today!
FREE for 30 days!
Upload your own list with emails
Get 500 contacts w/ emails from LeadFerret!
Create templates and campaigns
Send blasts (up to 50,000 each month!)
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Close Sales!