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How Sales Teams Succeed
1. How Sales Teams Succeed
Brian Lambert
b
ASTD
http://www.salestrainingdrivers.org
2. Agenda
⢠Today s Business Challenge
Todayâs Business Challenge
⢠Evolution of Selling
⢠Role of Workplace Learning & Performance
l f k l i & f
⢠Helping Your Sales Team Succeed
4. âNothing happens in
BUSINESS until somebody
til b d
sells somethingâ
g
âŚÂ so go sell something âŚÂ or helpÂ
someone sell something
ll h
7. CEOâs Top Innovation Challenges
Challenges to improving the company s innovation performance
companyâs
âof greatestÂ
Rank Description
concern
concernâ
1 Acquiring/developing the right talent 31.0%
2 Improving customer relationships 28.4%
3 Visible commitment from top leaders 24.3%
4 Brand recognition 23.3%
5 Establishing/promoting an innovation culture
Establishing/promoting an innovation culture 22.0%
6 Increasing market share through new products/services 20.0%
7 Knowledge transfer among employees 16.9%
8 I i i i l
Improvement in original products/processes
d / 15.5%
15 5%
9 Completely new products/services 14.2%
10 Strategic mergers and acquisitions 13.9%
Source: Conference Boardâs CEO Challenge 2007: Top 10 Challenges N=769
8. How Has the Sales
Organization Evolved?
http://www.salestrainingdrivers.org
9. Evolution of the Sales Process
Yesterday Today
(li )
(linear) ( l )
(nonâlinear)
Prospecting Customer Retention
Preâapproach
Pre approach Database/Knowledge mgt
Database/Knowledge mgt
Approach Relationship Selling
Presentation MarketingÂ
Overcoming Objections Problem Solving
Closing Adding Value
Followingâup Relationship Maintenance
Adapted from: W.C. Moncrief, G.W. Marshall / Industrial Marketing Management 34 (2005) 13â22
10. Changing Expectations...
g g p
1. Take more responsibility
⢠Make the right decisions for our business
2 U d t d and relate to our business
2. Understand d l t t b i
⢠Understand our industry and our team
3. Be more professional
⢠Take responsibility and show accountability
10
11. Changing Expectations...
4. Listen More
⢠Articulate the value
5. Be Productive
⢠Set appropriate expectations
⢠Gather and share real insight with us
12. Evolution of Sales Focus
Th Ti
The Time Period
P i d E
Era ofâŚ
f With a Focus OnâŚ
With F O
Late 1800âs â1920 Sales Science The transaction itself
1920 â 1945 Sales Process Facilitating transactions
1945 â 1985 Sales Relationship The transaction decision
1985 â 2005 Sales Technology All transaction steps
2005 â ?? Sales Competency The buying experience
Source: Is Your Sales Training Stuck in the 1890âs, T+D , April 2008
13. How Have Sales Team
Members Coped?
http://www.salestrainingdrivers.org
14. 5 Biggest Mistakes Salespeople
Make
k
⢠Not following sound selling processes
⢠Not honing and building essential skills
g g
⢠Not maintaining proper focus
⢠Not building and displaying confidence
Not building and displaying confidence
⢠Not growing into a good leaderÂ
Source: AMI survey, 5 Biggest Challenges facing Sales VPs in 2600 organizations, 2005
15. Trends in WLP
Leadership
Development
Business Talent
Skills Management
Better Senior
Organizational
Leadership
Investments Execution Engagement
Sell
something?
thi ?
15
16. The Sales Rep-to-Manager
Disconnect
i
Sales Manager Sales ManagerÂ
Salesperson Says:
Salesperson Says:
Says: Thinks:
âDo you think the customer âWhy did you leave withoutÂ
? Wh t
will buy from us? What areÂ
ill b f âI d ât k â
âI donât know.â at least scheduling aÂ
at least scheduling a
the next steps?â followâup call?â
âIt may be the last sale youÂ
âYou pushed the buyer
You pushed the buyer get with this customer. Â
get with this customer
âI closed the deal, didnât I?â
pretty hard.â What happened to buildingÂ
relationships?â
âThe profits from theseÂ
âI was in the area and they accountsÂ
âI noticed that 20% of your donât even pay forÂ
like to see me, so I call onÂ
calls were on C accounts.â
them when I can.â the calls.  You needÂ
to target better.
to target betterâ
17. The Sales Trainer-to-Sales Manager
Disconnect
Di t
Sales Manager Sales ManagerÂ
Sales Trainer Says:
Sales Trainer Says:
Says: Thinks:
âDo you have anything that âHow would you define andÂ
will help our sales reps withÂ
ill h l l ith measure âactivityâ in thisÂ
â ti it â i thi âUhâohâ
âUh hâ
activity management case?â
âI need to get some trainingÂ
âWeâll have to start with a
We ll have to start with a âMaybe I will just outâ
Maybe I will just out
for our reps that helps themÂ
proper needs analysisâ source thisâ
build relationships.â
âMost of our budget is tiedÂ
âWe need to focus on
We need to focus on up in leadershipÂ
up in leadership
âI will run the trainingÂ
account planning and development training, but IÂ
myselfâ
territory managementâ will see what I can doâŚhowÂ
soon do you need it?â
18. The Sales Profession
Competency Model
The definition of worldâclassÂ
The definition of worldâ
selling
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