Establishing an Inside Sales Team
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Transcript of Establishing an Inside Sales Team
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Presentation Agenda Introduction Determining Team Objectives Inside Sales Team Development Marketing Messages Sales Call Process Performance Evaluation Q&A
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Introduction
About Tom Furlong Medical Device Experience
13 years Inside Sales, Team Leadership, Training, and CRM Systems Management- Novartis
1 year Channel Inside Sales & Marketing- Walman Recruiting Experience (Inside Sales)
3 ½ years Life Science Sales & Marketing personnel
3 ½ years Service Industry Management personnel
1 year Life Science Executive personnel
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Introduction
What Is “Inside Sales” Vehicle To:
Gain Incremental Sales with Minimal Investment
Develop Remote Accounts & Prospects Build Relationships w/ Low Volume Accounts Drive Sales of Targeted Products Quickly Disseminate Messages- LIVE
Inside Sales ≠ Telemarketing
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Determining Team Objectives
Management Objectives Goals/Results for Team
Short Term (Start Up, 6, & 12 Month) Long Term (1 Year+) Success Markers
Sales & Marketing Management Interaction
Field Sales Force Relationships Strategic Sales Projects
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Determining Team Objectives
Inside Sales Team Objectives
Team Positioning within Sales Organization
Determine Sales Goals/Objectives Align Activities with Marketing Objectives Strategic Account Targeting Contribute to Overall CRM
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Determining Team Objectives
Territory & Products Size/Scope of Territories
Type of Accounts Contacted Dedicated or Shared
Products Promoted Priority, Base (Established), or New Products Targeted or Portfolio Product Sales
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Determining Team Objectives
Team & Position Specifics Productivity Timelines Size of Team Compensation Package
Base Package Bonus/Commission
Work Hours Flex Time for Mountain & West Coast Accounts
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Inside Sales Team Development
Desired Candidate Traits Successful Inside/Telephone Sales
Experience Strong Verbal Communication Skills
“Positive Language” Usage Makes Quality First Impression
Technical Knowledge Aptitude High Standards Acceptance Versatility
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Inside Sales Team Development
Team Training Reinforce Value to Sales Organization Training Program: Model on Field Sales
Force Product Knowledge Development Field Sales Presentation System
Subsequent Phone Sales Training Modify Selling Strategy for Inside Sales
Frequent Manager Listen-In (Post Training) Selling & Territory/Time Management Skills
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Marketing Messages
Marketing Tie-In Support Targeted Market Direction
Rapid Delivery to Desired Account Segments New Product Launches Customer Call to Action
Support Flagging/Underachieving Products
Support Critical Open Field Sales Territories Maintain Sales Momentum During Transitions Delay Filling Position Until New Fiscal Period
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Marketing Messages
Message Delivery Adapt Message for Inside Sales Calls
Verbal (Non-Visual) Delivery Sell not Tell
Quick Presentations to Gain/Build Interest Build Credibility with Customer Establish Call Rapport
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Sales Call Process
Sales Development Stages Awareness Consideration Evaluation Closing Usage Ladder Movement
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Sales Call Process
Light/Moderate Touch Messages
Goal: Gain Initial/Increased Product Usage Nurture & Qualify Account
Build Relationship AND Trust Make First Usage Decision Easy
Product Sample, Free Trial Low Financial Commitment
Remove Complexity from Sales Closing
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Sales Call Process
Call Cycle: Initial Call (Light Touch)
Introduction Verify/Collect CRM Data Identify Decision Making Process Present Company/Brand Marketing
Message Demonstrate Value of ISR Relationship
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Sales Call Process
Call Cycle: 2nd/3rd Call (Moderate Touch)
Further Account Understanding Competitive Product Usage Uncover/Understand Needs (Value-Pain-
Urgency) Reinforce Company/Brand Message Product Introduction & Customer Value Gain Commitments
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Sales Call Process
High Touch MessagesGoal: Consistent Product Usage Leverage Trust Relationship Build Upon First Usage Experience Account Appreciation
Value vs. Competitors Partnership Value
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Sales Call Process
Call Cycle: 3rd/4th Call & Onwards (High Touch)
Previous Call Review Review Commitment Activity Close: When Account Recognizes Value
Finalize Purchase Details Establish Follow-Up Schedule
Groundwork for Usage/Portfolio Expansion
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Sales Call Process
Account Development Progress Move Along Product Usage Ladder
3rd Choice → 2nd Choice → 1st Choice Additional Product Portfolio Presentations Recognize: No Development Progress
Uncover Obstacles/Objections/Customer POV Evaluate/Improve Presentation Strategy Rethink Account Prioritization
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Sales Call Process
Special Projects Target Active Field Accounts
1 or 2 Call Max Special Product Promotions
Quick Marketing Introduction Contact Lapsed Accounts
Determine Reasons for Competitive Switch Complaint Resolution
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Performance Evaluation
Metrics: Call KPI Calls/Day
Inbound vs. Outbound Sales Presentations vs. Service Calls Decision Maker vs. Influencer/User
Sales Call Length CRM Data Collection & Input
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Performance Evaluation
Metrics: Sales Revenue Measurements
Sales/Territory & Sales/Call Rep Sales: Month/Quarter/Year
Account Development Accounts with Sales Status Improvement
Activation → Purchasing → Loyal → Advocate Cost/Call
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Performance Evaluation
Metrics: Customer Value Customer Acquisition Cost Customer Long Term Value Sales Growth (Dollar and Percentage) Product Category Share Growth
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Performance Evaluation
Inside Sales Team Evaluation
Team Sales Performance to Goal Account Penetration Increase to Goal Team Members Exceeding Goal Team Member Turnover Rate Perceived Value Within Sales Organization Headcount Increase/Decrease
Determination
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Questions & Answers