Congratulations on taking the Refine Sales Scorecard
Your overall score {yos}
The Refine Sales Scorecard benchmarks your ability to create leads, win new clients, grow accounts.
And identifies opportunities for improvements.
The scorecard assesses the five key areas needed in a robust sales function to
produce consistent and predictable results.
Businesses that are effective in their sales activities typically score about 75% and above.
Scores below this represent significant opportunity for improvement.
Your strengths and weaknessses
{positioning} {interest} {leadconversion} {ongoing} {track}1 Positioning 2 Interest 3 Lead Conversion 4 Ongoing 5 TrackThe foundations of selling lay in your ability to address fundamental business questions: Who are your target clients? What are their challenges? How do you solve? And why should they work with you?
The best businesses at selling create a consistent pipeline of quality leads. This is achieved through a framework of systems and processes which are carefully measured and monitored. .
A uniform group-wide consistent approach to selling improves sales results and enables effective staff management. A documented sales process with scripts and supporting collateral
Great businesses create loyal, long-term clients, by providing remarkable delivery and service. Though a carefully design account management process. The result customers who support your business growth.
Long term success comes from the ability to manage and improve performance. A framework of sales enables you to define key metrics, targets, and assign accountability. The result is a practical, and effective management process
Sales in a competitive and changing world
In every industry, you’ll find a handful of businesses that are on top of their game. They have the best clients, charge the highest fees and seem to be everywhere. Then, there are the rest. Those who are mostly under the radar, have flat-lined in terms of sales, and are all quite alike. The only real difference between the two is the successful ones know how to sell, and the others don’t.
Using these five interconnected strategies you can create a sales engine to make your selling effective and efficient, to become a business at the top of your game. You will be able to
• Position yourself so that clients see your unique value
• Build a sales framework based on processes and metrics – rather than gut feeling
• Employ a simple, practical sales system for uniform, consistent selling
• Manage your sales activities with visibility and accountability
• Create long-term, loyal clients who help your business grow
The result – a valuable organisation that consistently, finds leads, wins more clients and grows accounts.
1. Positioning{positioning}
Business development activities are often unfocused; trying to secure any lead whether they are ‘on profile’ and not addressing the principal buyer concerns. This disorganized approach results in much wasted time, chasing the wrong type of client, has no differentiation and ultimately fails to win more business.
To get to the heart of your business growth plans, you need to be sure you are offering a valuable product to an attractive market.
This enables you to be clear on you will be clear on where to focus your selling, the value you bring and the sales messages that will resonate. In addition you will have created your sales and marketing collateral such as brochures, case studies, guides and testimonials, to support your clients in their buying process.
How to improve
1. Work out who you target client are – who do you like working with, who can afford your products and services, who needs what you do?
2. Work out what it is they buy from you – note this is very different to “what you do”
3. Develop your USP by referring to your target clients, your unique approach, your “why”
2. Interest{interest}
Sales performance is a notoriously inconsistent area, there is commonly an individual approach to; lead generation and closing, it's little surprise that the results are mixed. This environment makes management impossible as day to day activity is opaque it’s hard to interpret what is working and what isn’t. This system also allows some extremely poor practices, such as sales people not actually selling, or not following up with prospects.
By adding systems and processes you can develop consistency, ensure people are focused on the right activities and be able to manage them effectively. This is done by mapping out your sales process, then producing the corresponding scripts and collateral (emails, brochures etc) to support. Finally, identify the key metrics, for management, from your processes ie sales conversion rates, conversations, or leads generated.
Clear documented processes to find new clients and look after existing one. Identification of your most important management metrics. A uniform group wide approach that can be leveraged by the team. A focus on the most important value adding activities. A method to onboard new members of staff.
How to improve
1. Set out your processes for finding new clients and looking after existing ones
2. Extract the most important numbers to measure and manage performance
3. Work out the beset way to
3. Lead Conversion{leadconversion}
Once you have got the attention/interest of a prospect it's time to try to close them. This is where you encounter the plethora of problems: Good meetings that don’t go anywhere. Prospects opting for your competitors. Or excuses such as “send me a quote” or “I’ll think about it” etc etc.
In this module, we train your teams with a process which gives you the best chance of converting. The Refine “MATCH” sales system is a simple but powerful approach to make you and your team to be highly effective in the sales situation.
The result is a uniform group wide approach to selling that increase your chances of success, and fundamentally enables management and clear accountability.
How to improve
1. Implement a sales system for uniform selling – it must be documented and used for management
2. Measure performance so staff and the system can be imporved
3. Practice sales skills so you’re team a master the porcess
4. Ongoing{ongoing}
Organisations often focus business development on winning new clients, breaking the first rule of business which is, look after your existing clients first. Often there's little consistency in service and delivery. Any only lip service to customer satisfaction. The result is clients who are often not “engaged”, are not being nurtured to use or expand their work with you and certainly not active in helping you grow your business by referring their contacts.
We firstly map out how to engage with your client both in terms of delivery. Then produce the corresponding scripts and collateral for your process. Finally, for management purposes identify the key metrics from your processes. For example sales conversion rates, conversations, or leads generated.
How to improve
1. Build and account management process
2. Regularly assess customer satsfaction
3. Develop a client referral intiviative
5. Track{track}
Great ideas and initiatives often fail to bed down at the implementation stage. This is often due to unclear methods or responsibilities. Where new practices have been adopted they can be difficult to manage and improve as the method to hold staff accountable is too obscure or unwieldy.
We create a framework for the management of each business development activity using key performance indicators. Set target per activity and allocate responsibility. Then measure and manage at regular intervals ie weekly.
How to improve
1. Manage using carefully selected KPI’s
2. Put selling at the centre of your business
3. Measure, measure and then measure some more