Sharing with CEO – How to run your sales team

You may be having new sales staff, either due to expansion or replacing the existing staff.

You may think that the staff understands what to do from day one. You may be surprise that you need to spend more time with your new sales staff than you think needed. I have included example to help you follow the process.

The following is the things that you need to tell them:

1. Understand your product ( or products)

He / she need to understand what he is selling. What is the unique value proposition. What are the features. What you have, and what your competitor do not have. Your selling proposition. Who are your targeted customers.

For example:

Your product is AssetCentral – PC management software

Features: Automatically picks up PC data like OS, HD, memory, user, alarm,  motherboard, software installed, version, software license etc

Your strength: Monitor from the cloud, anytime, anywhere. fast deployment from Active directory, low monthly payment, no capital budget.



2. Identify target customers.

This is important. You need to identify your target customers and you may find a few clusters in your user group.

For example:

Cluster 1: Company or organisation that have many computers, hundreds or thousands. They may find impossible to manage these thousands of computers without an automation system.

Cluster 2: Company that supply big organisations hundreds or thousands of computers. Many companies are now outsourcing their computer supply to other companies. Lease . No ownership.  They may find impossible to manage these thousands of computers manually. They may also be forced by their customers to have a system as part of services required.

Cluster 3: Company that services large company computers. They do maintenance and support. They require a system so that they are efficient. Save cost. More responsive. Better customer satisfaction.



3. Set up meeting with target customer

You need to study your customer behaviour. If your product is targeted to enterprise you may find face to face is required. In Asia for example, they are more comfortable buying from people they know. So you may find face to face meetings are the most successful method in Asia.

Identify your target

Set up meeting so that you can talk about your product and how they can help your customer to be more successful, make their life easier, make them more efficient.

For large company CEOs, call their PA. She is the one that set up the boss’s meeting schedule.


4. Set your schedule one – two weeks ahead of time

You must understand your customers are busy. Probably he have meeting slots being filled up all the time. So plan ahead. Probably 1-2 weeks is good. In this case you must make the plan ahead.

Identify your customer, their contact.

Set up meeting next week or after next week.

Share this with your sales team, so that there is no clash in meeting schedule. Use Google calender or anything similar.


5. Believe in Statistics

I have been in Sales for many years. Believe your Statistics.

For example:

We have done many methods to sell our product OfficeCentral.  What we found what work is when we set up seminar. We will invite participants and talk about how ICT can help them become more successful business. In every case we see that at least 50% of the companies that participate will sign up. So we look at the statistics.

if every time we have seminar, we have 50% sign up, the way ahead is to organise more seminars. That is exactly what we did. More and more customer sign up. Find your statistics and execute your plan based on the statistics.

We also can share the following statistics:

If you send emails to 1,000 people, 50 will open the email and respond to your invitation. So if you want 200 people to respond, you send how many emails?  Yes, you send to 4,000 people.

If you call 100 people, and you find that 10 people respond positively to your invitation, how many you need to call to have 100 people respond positively to your invitation?. Yes, you need to call 1,000 people.

We also found that if 100 people respond positively to come to your seminar, you find that only 40 actually turn up every time. Then your percentage is 40%.  If you want 100 people to come, you need 250 people to say yes to you.

Of course you may find your percentage is different. In this case the invitee do not have to pay any fees to book the seat. The seminar is free. So they out low priority to you. Other meetings have higher priority. Your statistics is 40% in this case.


6. Follow up from meeting with customer

We come back to the main point. Once you have successfully met the customer, you already can guess your chances.

You may discover that the customer already have a solution in place, or not interested – this is called cold prospect.

You may discover that the customer is interested. Now you will see if they are ready. Have budget?. Already in plan? When?

If they already have budget and in plan – you have a big change to turn this prospect to customer.

Take care of this customer well. Meet again. Respond fast to their queries. make them comfortable with you.

If they do not have budget, and planning to do it next year, then this is warm prospect. take care of them.

They may ask for help in writing specification, or how much budget to raise etc. Take care of this customer. they will become your client next year.

7.  What if my sales person have no interest to follow this game plan?.

This game plan is straight forward. Logical. And Successful.

Look at his KPI, did he achieve his KPI? If he did not achieve his KPI consistently, then you know what to do.

Sales staff is supposed to help you get more business. If he fails all the time, he is not helping you at all. Whatever his excuse is.

However if he is successful all the time with his KPI, then probably we should learn from him.

You must understand that different products may require different approach.

If his method works then modify the Standard Operating procedure to follow his SOP.


Hope you can try this method and let me know how it works in your organisation.


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