Short presentation about Sales introducing: > The Sales Process > The (right) Sales Model > Selling tips > Building and managing a Sales team

1. a brief introduction to
SALES
by Alexis Hue

2. The Sales Process
The (right) Sales Model
Selling tips
Building and managing a Sales team
2
1.
2.
3.
4.

3. the Sales process
3
1

4. because
Sales
is a process !
4

5. Introducing the Funnel !
Customers
Customers
Leads
Leads
Leads
Leads
Leads
LeadsLeads
Leads
Leads
Leads
Leads

6. Build your own funnel
Qualified Leads
Opportunities
Proposals
Sales
Leads / Ideas

7. Stuff it with KPIs
Qualified Leads
Opportunities
Proposals
Sales
Leads / Ideas
Conversion rate

8. "If you can not measure it,
you can not improve it!
Kelvin
Measure all what you can

9. Identify blockage points…
…and fix them!

10. 2
the (right) Sales
model
10

11. Define your type of customers
11
and their lifetime value

12. 12
Adapt your sales model accordingly
Freemium
No Touch
Self-
Service
Light touch
Inside
Sales
High Touch
Inside Sales
Field Sales
Field Sales
with SE

13. 13
CAC Vs. Sales complexity
Customer
Acquisition
Cost
Sales
Complexity
Freemium No Touch Low Touch High Touch Field Sales
?

14. $0-
$10
$50 –
$200
$1,000 -
$2,000
$3,000 -
$8,000
$25,000 –
$75,000
$75,000 –
$200,000
Rough estimates of Customer Acquisition Cost (CAC)
CAC Vs. Sales complexity
Source:
Freemium
No Touch
Self-
Service
Light touch
Inside ales
High Touch
Inside Sales
Field Sales
Field Sales
with SE

15. 15
Customer
Acquisition
Cost
Sales
Complexity
Freemium No Touch Low Touch High Touch Field Sales
!
CAC Vs. Sales complexity

16. 16
Find the best Sales model based on your
customer’s lifetime value
The relationship between CAC and Sales
complexity is exponential not linear
Adding human touch dramatically
increase customer acquisition
cost

17. 3
Sales tips
17

18. 18
Take inspiration from some existing
frameworks
Miller Heiman ‘Blue Sheet’:
- Buying influence roles (E,T,U,C)
- Degree of influence (H,M,L)
- Influencer mode (G,T,EK,OC)
BANT: Budget, Authority, Needs, Timing
ORDER: Opportunity, Resources, Decision
process, Exact solution, Relationship

19. (over) invest in qualifying the leads
Marketing
Qualified Leads
Opportunities
Proposals
Sales
Leads / Ideas
Sales
Define ahead what is
a qualified lead !

20. Time is the Sales people scarcest resource
Create groups of customers and allocate
time accordingly
Group A – likely to order within 3 months
Group B – likely to order within 12 months
Group C – likely to order sometime
Sales effort - time allocation

21. Recommendations:
Group A 70% of Sales people time
Group B 30% of Sales people time
Group C Back to marketing !
Sales effort - time allocation

22. People buy from relationship not RFP!
RFPs suck a lot of resources, dilutes your
differentiation and commoditize your offer
By the way, if you haven’t (helped) written
the specs, you have already lost.
RFP: Request For Proposal

23. Being a crocodile
23
Common mistakes

24. 24
Common mistakes
Spend too much time with
NINA

25. 25
Common mistakes
Don’t plan room for
negotiations

26. 4
building & managing
a Sales team
26

27. Sales
talent
Process
Skills Vs Process
Rock StarMaverick
MachineFired !

28. Things to be considered:
• your company
• your product
• your sales process
• the market conditions
Skills Vs Process

29. 60% – 40%
Bonus paid quarterly
Part now – part later
On Revenue…..and margin
Compensation

30. Money, Money, Money
Games
Competition
Accountability
Motivating a Sales team

31. Product
Customers don’t buy a feature !
but on perceived value
Price
Customers don’t buy on price !
but on perceived value
Typical excuses 1

32. New features
Never sell on new feature!
Sales support
Sales people always want more support!
Quota too high
Yeah….right!
Typical excuses 2

33. Good to great salary
Freedom & accountability
Good product, great sales material
Descent tools (CRM…etc)
Travel & entertainment expenses
How to treat your sales team