Vm sales audit

Is your business winning?

Sales Acceleration by Verde Martin

People buy things to realize their aspirations

Signs & Symptoms

• Extreme growth or decline in business• Sales revenue increased but profitability is

flat line or in decline• Turnover in sales team • Late in delivery• Pricing, cost, and quote issues• No strategic plan• No MVV

Signs & Symptoms

• Absence of clearly defined sales process internally or externally

• Lack of or confusion in marketing strategy• Customer retention issues• Employee engagement issues• Technology gaps• Customer service problems• Vision, direction, and forecast

Components of Sales Audit

Steps of the Sale

Systems

MarketingGoals

Sales Team

Components of the Sales Audit

Goals Steps of the Sale Marketing Sales

People Systems

Special Glasses

Business Review-Customer Breakdown

Service # of Customers

Parts 7 Service Calls 583 Check-Ups 441 Installs 56 Total 1087

Business Review-Revenue by Business Unit

Service Rev by Service

Parts $729.70 Service

Calls $131,327.00 Check-Ups $44,235.95 Installs $274,247.62 Total $450,540.27

Mission

Mission: Why does the business exist?• “Understand the customer’s needs,

repair before replacing, honor the quote, use fair pricing, and have a positive relationship with customers.”

Mission

Contains 3 key components:• Key market – who is your target

client/customer? (generalize if needed)• Contribution – what product or service do

you provide to that client?• Distinction – what makes your product or

service unique, so that the client would choose you?

MissionExamples:• Google:

– mission is to organize the world's information and make it universally accessible and useful.

• McDonald’s:– is to be the world's best quick service restaurant experience. Being

the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile

• Mary Erlain:– is to help as many people as possible to develop themselves and

discover their God-given gifts and talents

Vision

Vision: Where is the business going? Inspires the business toward growth. Points everyone in the organization in the same direction.• “Fake (real company name) will meet all our

customers heating and cooling needs.”

Vision

• Outlines what the organization wants to be, or how it wants the world in which it operates to be.

• It is a long-term view and concentrates on the future.

Vision

Examples:• Amazon:

– Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

• Kraft Foods:– Helping people around the world eat and live better.

• Mary Erlain:– Be a friend and confidant to those people whom I value in my

world outside my immediate family.

Values

Values: What you stand for and why you exist. Needs to be meaningful and inspirational to those inside the organization. Unchanged over time. • “Trust- service is guaranteed or you

don’t pay. Fair Pricing. Understand the Customer

Values

• Beliefs that are shared among the stakeholders of an organization.

• Values drive an organization's culture and priorities and provide a framework in which decisions are made.

Values

• Tasty Catering:1. Always moral, ethical and legal2. Treat all with respect3. Quality in everything we do4. High customer service standards5. A competitive and strong determination to be the best6. An enduring culture of individual discipline7. Freedom and responsibility within the culture of individual discipline

Goals

Goals: The vision with a timeline. Establish 3, 5, or 10 years goals which are measurable.• “Grow into a $2M business”

Goals

• SMART– Specific– Measurable– Attainable– Realistic/Relevant– Timely/Tangible

• 3, 5, or 10 year which are measurable

Goals

Examples:• Revenue:

– An increase in revenue overall, or by product line, is accomplished by setting a percentage increase, such as a 50 percent increase by the end of the fifth year or by setting a dollar amount, such $3 million in sales.

• Growth:– doubling market share, establishing a certain number of locations,

penetrating different markets or bringing out a new product line.

• Exit Strategy:– Owners exiting company, selling company, going public…

Goals: Mission, Vision, Values WorksheetMission

Values

Target Market Strategy

Geography:Demographic:Psychographic:

Vision 3, 5. 10 Year

Revenue:

Profit:

Measurables:

Vision:


Goals

Steps of

the Sale

Marketing

Sales People

Systems

Steps of the SaleStep 1: The buyer has a need, problem, or want (WANT)

Step 2: The buyer seeks knowledge (AWARENESS)The consumer is in search of information so he or she can meet a need, solve a problem, or fulfill a want. At this stage the consumer seeks information or knowledge.

Step 3: The buyer collects the information and evaluates the alternatives (KNOWLEDGE)

At step three, the consumer eliminates products and services and decides what product or service is best. Consumers are selecting the best product or service based on the information they have. They also base decisions on their experience.

Steps of the SaleStep 4: The buyer chooses (SELECTION)

The buyer makes a selection.

Step 5: The buyer purchases (CLOSE)This step includes payment or a commitment to purchase.

Step 6: The buyer uses (VALUE)Customer service, account management, and post purchase behavior fall into Step 6. Customer service and account management usually support a service. Post-purchase behavior is when the consumers mentally rank the satisfaction of a purchase. They evaluate if they liked the store, the sales person, the product, or the service.

Steps of the BuyStep 1: WANT Heating System

Step 2: AWARENESS Website, referral, current relationship, advertising

Step 3: KNOWLEDGE Collect Quote, Cost, Time, Payment Options, Process, Reliable, Take away old furnace

Step 4: SELECTION Compare price, product, warranty

Step 5: CLOSE Communicate decision, set date

Step 6: VALUE Customer feels good, Evaluation, Phone call to follow up, Training by Technician

Steps of the Sell1. Lead Generation

2. Qualify Lead

3. Set Appointment

4. Discovery

5. Recommendation

6. Quote

7. Install/Repair

8. Collect Payment

9. Follow Up

Steps of the SellStep 1:LEAD GENERATION Website, advertising, sticker on air

conditioner and furnace, target advertising to homes over 18 yrs

Step 2:QUALIFY LEAD Questions measure resources, interest, and need

Step 3:SET APPOINTMENT Many options for times, define expectations of call, send photo of worker for safety

Step 4:DISCOVERY Questions to determine selection criteria

Step 5:RECOMMENDATION Info based on Discovery Appt

Steps of the SellStep 6:QUOTE In writing, all details

Step 7:INSTALL/REPAIR On time, clean, train customer how to change filter, answer questions, repair it correctly the first time

Step 8:COLLECT PAYMENT Office processes payment

Step 9:FOLLOW UP Send email with survey to customerFollow up with a phone call, Mail out thank you note, mail out referral letter


Goals

Steps of

the Sale

Marketing

Sales People

Systems

Marketing• Industry and Benchmarks• Consumer Behavior• Competition• Target Market• SWOT• Advertising/Public Relations/Publicity/Direct Marketing• Pricing and Cost• Brand• Positioning• Customers Thoughts• Channel

Target Market

• Identify Best Customers• Characteristics

• Demographics • Consumer

• Age, Gender, Location, Income, Education, Family Status

• Business• Industry, Location, Firm Size (employees

or revenue), SIC Code

Target Market• Identify Best Customers (cont’d)

• Characteristics (cont’d)• Geographic's

• Zip code, state, neighborhood, region

• Psychographics• Personalities, values, attitudes,

interest, lifestyle• Survey• Collected Client Data

Networking

Moment

Competition

• Identify Top 5 Competitors• Price• Channel• What do they do different?• What do they do better?

Brand Architecture

Core essence

• What is the principle the brand is based on?

• Key traits in all communications

Emotional benefits

Internal motivations that drive customers to brand

Product benefits

Competitive advantage-the benefits the customers receive

Product attributes

Characteristics of the brandWhy customers believe?

Target

• Key audience

• Internal and external


Goals

Steps of

the Sale

Marketing

Sales People

Systems

Sales Team• Sales Roles of the Sales Team

• Manager• Telesales• Direct Sales• Channel Sales (partners)

• Best Practices• Training• Hiring• Expectations

• Measured• Compensation

• Is it driving results?• Territory Management• Forecasts

KPI’s


Goals

Steps of

the Sale

Marketing

Sales People

Systems

Systems• Custom Relationship Management-

CRM• Integrated Voice Response• Online Marketing Systems• Website Hosting• Payment Processing• Client Data• Financial• Key Performance Indicators-KPI’s

KPI’s

Goals

Mission Vision Gap Analysis Values 1-3 Year Goals 25 Year Goals

Goals

Purpose• What is the Purpose of your business?

• Why are you in business?

• Who do you serve?

• Elevator speech:

Goals: Mission, Vision, Values Worksheet

Mission

Values

Target Market Strategy

Geography:Demographic:Psychographic:

Vision 3, 5. 10 Year

Revenue:

Profit:

Measurables:

Vision:

KPI’s

• What Key Performance Indicators can be associated with your goals?

• Is the KPI obtainable?

• Is the KPI measurable?– There should be at least one KPI for each Goal

Vm sales audit

Sales

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