Sales Performance: The Best Sales and Business Development System
Sales and Business Development Functions are worthless if there is no sales and business development system in place which is used throughout the business.
With regard to maximising sales performance, what’s the best sales and business development support system look like?
First of all, let’s think about what your Sales and Business Development System should deliver for you and your business.
We could make this a really complex list and you’d probably go no further than a very complex list, so I’m deliberately going to make my list very simple for you.
Your sales and business development system should deliver:
- Quality opportunities that convert to profitable sales
- A predictable supply of the above
- An opportunity to continuously improve conversions at all stages in the sales process
Just three things. That’s all.
Those three things will deliver you the following:
- A regular, predictable and controllable supply of profitable business
- An opportunity to accelerate sales growth in a sustainable manner at a controllable rate that is appropriate for your business
What more do you want?
I thought not.
What Should Your Sales and Business Development System Look Like?
Again – it should be really simple.
So simple it’s child’s play.
I’ve seen sales processes that stretch around the block and back again…trust me when I tell you, the more complex your sale process, the more things will go wrong AND, even worse, you’ll rarely be able to find the root cause quickly…that means the sales fix is a million miles away.
Keep it Simple.
- Qualified Leads In
- Meetings Booked
- Quotes Out
- Converted Customers
- Retained Customers
But, in reality, those are the key 5 sections that will affect your profit and your sales throughput.
Sure – there are mini sections inside these 5 sections but the reality is – if you manage these 5 sections and the 4 gates in between them, then you’ll be doing what 90% of the sales teams working today ARE’NT doing.
How good would you feel then?
You see, these four gates (shown in red) – from Leads > Meetings > Quotes > Converted Customers > Retained Customers, will show you exactly what part of your sales process is letting you down.
Once you know that, it’s a very simple deep dive to improve that section.
If you want some guidance on what you can do to improve each of the 5 sections – take a look here.
How to Set Up Your Sales and Business Development System?
3 key rules:
- Keep it simple
- Don’t make it complicated
- Remember rule 1 and rule 2
Seriously, I can’t stress it enough…complicated and complex will kill any ambition you have of accelerated sales growth.
You can wave goodbye to highly predictable sales growth and it will cost you heavily in time, profit and opportunity, plus you’ll be forever cursing the day you spent creating a monster that’s unmanageable.
And you know the worst thing? Without such a simple, transparent and segmented sales and business development system, you’ll be FOREVER reliant on the skills of your transient sales team rather than the potency of your sales engine, and if that doesn’t scare you then stop reading now, because if you’re putting your business performance in the hands of the sales team who can up and off, en mass, in a heart beat then you’re playing with fire.
So, top line – how do you set up a Sales and Business Development System for your business?
Take a look here for an initial insight.
Your Sales and Business Development System – 10 Things to Think About.
Transparency – each section (shown above) should have it’s own high level of transparency, it’s own accountability and it’s own check list
Sales Process – have a sales process that EVERYONE sticks to. No deviation, no hesitation, no question – you’ll never be able to scale and replicate a working and profitable sales and business development system if everyone is doing their own thing – this will help you.
Set KPI’s for each of the 4 gates that exist between the 5 sections. They are the KPI’s you manage every single minute of every single day
Metrics – for additional sales metrics to check you’re on track – down load this
Lead Quality – be very very careful of the leads you put in the top of your sales process – your sales and business development system will die a slow and painful death if you treat all leads as being of equal value and if you shove any old rubbish in there…no point keeping count if you’re just counting worthless buttons…make sure your leads are high quality, pure gold prospects you’d LOVE to work with – for more details check this out for advice on How to Build A Great Sales Funnel
Get Creative – to drive accelerated sales growth you’ll need to get creative in each of your 5 sections. Here’s two insights to show you how you can do that – check them out – download – Only Dead Fish Go With the Flow, check out this blog on How To Increase Price.
You’re Selling What? – think about what you’re actually selling, you’ll be able to get a greater insight into this by asking what your customers are actually buying, because once you understand this not only will you be able to accelerate your sales growth you’ll also be able to increase your prices…here’s a guide to help you – just hit this link
Value – think about what value you bring to the buyer at every single stage. If something in your sales process doesn’t deliver value to the buyer, then serious consider getting rid of it.
Managing Poor Sales Performance – you’ll need to be tough, there’s no point putting up with sub par sales performance if you’re a business committed to sales growth – check this out – How to Deal With Poor Sales Performance
Get Competitive – be prepared to step out of your comfort zone and make some noise, sure you can still keep your operations covert if you wish, but as far as your prospects, buyers and sales force are concerned – be loud and proud – check this out if you want a nudge in that direction.
And one final thing – make sure you’ve got your sales and senior management team on board acting as sales performance improvement functions, sales coaches, sales problem solvers and sales guides…this is a big task and some of your old guard will rally against the change, check here...if you’re committed to accelerated sales growth I know you’ll do what you need to do.
So, can any business set up a sales and business development system?
Yes – any business can.
Few chose to.
Many leave it in the hands of the individual sales functions, sales people, sales managers and they pay the consequences when key sales people leave.
Accelerated sales growth relies on ALL aspects of the business pulling in the same directions – that means any business undertaking such a commitment to increase sales and business performance needs an agreed, workable and sustainable sales and business development system.
Few firms have this.
The cost associated in not having such a system is huge – time, money, market share, brand value, competitor growth, missed opportunity, lack of responsiveness, mediocre business and sales performance…all negatively impacting the bottom line.
I hope you think about how your business could benefit from such a system…
Any questions…call me
0779 002 1885