Sales playbook
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Transcript of Sales playbook
© 2015 Bruce Kopkinn1
Sales Playbooks: The Good Book To Optimal Performance
January 13, 2015
Bruce Kopkin: President – Executive Sales and Marketing Association
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Agenda
Objective
What is the Problem?
What Is A Playbook?
How To Be Successful
Examples
Summary and Takeway
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Is the Problem Worth Solving?
3
Is There A Problem
Worth Solving?
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Do You Have Any Disconnects?
Scott Adams is one of most insightful business experts around.
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
The sky isn’t falling…it fell!
Aberdeen and IDC fast facts on market conditions 52% of companies have seen marked decline in purchase
volume or frequency
73% of companies have seen purchases postponed
75% have been forced to make financial concessions
76% report Sales Cycles have extended
71% indicate economy has hurt relationships with channel partners
53% report increase in number of leads needed
54% report negative impact on Marketing execution
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
Best In Class Does Make A Difference….
0% 20% 40% 60% 80% 100%
Common lead definition
Marketing materials mapped
Common view of data
Unified customer data
Information sharing by reps
OthersBIC
Source: Aberdeen 2009 Sales Intelligence Benchmark
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
….To The Top And Bottom Lines
Percentage represents companies identifying positive improvement
0% 20% 40% 60% 80% 100%
Revenue by acct
Bid to win ratio
Average deal size
Lead Qualification Rate
Customer Acq. Costs
Market Share
OthersBIC
Source: Aberdeen 2009 Sales Intelligence Benchmark
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
Sales Playbook is BIC Activity
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Indiv. accountability for lead mgt.
Formal communication process
Defined mktg. measurement metrics
Dashboards track lead activity
Sale & Mktg. review pipeline weekly
OthersBIC
Source: Aberdeen 2008 Lead Nurturing and Lead Scoring/Prioritization Benchmarks
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Why Is It Difficult To Solve?
9
Why Is It Difficult To Solve?
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Is There Respect Or Trust?
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin11
What is a Playbook?
The official set of processes, strategies, tactics and actions for the entire selling community
Combination of Sales, Marketing, Project, Support, Product
Compilation of Best Practices from Best Performers
Defines your prospects
Defines your messaging
Defines your tasks and steps
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
Is there a Secret Sauce For Success?
It is Consistent messaging……
…..solved through enforced scripting
How To Be Successful With Playbooks
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Lead PositioningSteps to the
Order
Qualification Questionaire
OpportunityQuestionnaire
Reject Reject
Negotiation Planner
Proposal Survey
Proposal
Qualificationaire Survey
Close
Win Loss Analysis
Playbook Positioning
There is a “script” for each step
from start to finish.
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Email blastsBooth visits
(warm)
Manual Filter
CRM Qualification
CRM
Sales
Specific Projects
(cold)
PartnerOpportunity
Reports
Reject
Steps to the
Order
Drip Marketing
MarketingAnalysis
Web contact800#
(warm)
Reject
OpportunityReview
RejectReject Reject
Appt Setting(warm)
Lead Generation and Qualification Process
Each step must cover all options and paths
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Business Opportunity Review
Review Selection
4
Team Review - SE - Kopkin - Wray - Roth - Long - Wheeler - Levy 5
Decision Criteria - Market - Revenue - Solution - Partners - Legacy systems - Competition 6
Solution - SDM/Suites - Gaps - Partners - Interfaces 7
Strategy - Vision - To be/as is - Phases - Schedule - Pricing - Competition - Leader/laggard 8
Team- Exec. Sponsor- Members
Steps to the Order10
Qualified Lead 1
SalesExecutive
2
Go/No Go9
Reject
Updates- Review schedule- Milestones
Prospect Discovery
Call3
Steps to the Order
Break each step into Questions and Next Steps
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Business Opportunity Review
Each step must have a set of questions
The answers must lead to a next step or resolution
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Process Development
17
Process Development
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
The Process
1. Determine who you are
2. Market identification
3. Prospect targeting
4. Who do you have to do the tasks
5. What is your complete Customer Lifecycle
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Who Are You?
Established• Your Brand is known – people will see you.
• They have a preconceived opinion of you
Niche Payer• Looking to add new customers?
• Looking to expand installed base?
Unknown• New company or new geography
• Must earn the first call
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Market Identification
For whom does your Value Prop resonate?
Do you have a Market specific message?
Does your broad message translate?
Must ensure that your messaging hits what your market needs to hear.
Must develop Market-specific messaging
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Prospect Targeting
Within a Market, who are your Prospects?
Early adopters willing to take a risk
Risk-averse
Large or complex enterprise
Simple organization
Installed base considerations
Age
Public / Private
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Who Do You Have To Do The Tasks
Lead Generation (internal / external)
Demand Generation
Qualification
Pursuit
Demonstrations
Strategy and tactics
References
Remove Conflicts of Interest and ensure agreement
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
What Is Your Complete Customer Lifecycle
Off the shelf
Custom
Project / installation required
On going support
Need to ensure everyone appreciates that they are part of the long term selling team
Can help or kill future business
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
How To Create The Playbook
Determine what is working best
• Emails - collect those that worked
• Scripts - listen and transcribe
• Collateral
• Processes
Document the process
Get started
Fine tune
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Or you can……..
KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG