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Your weekly thought-provoking exploration into building disruptive capabilities.
Playing The Sales Game
Activity in the Sales Game mostly refers to the activities that a salesperson engages in to open doors and fill their sales funnel with quality opportunities. Sales is a numbers game, and salespeople must be engaging in consistent sales activity if they are to make their numbers. “Just increase your activity,” is a great general prescription for salespeople to lift their results, but it can backfire if the activity is focused on the wrong areas. In order to be effective, they need to play smart.
Playing smart is all about strategy. Today we are going to unpack the elements that make up your smart strategy so that your team can be more effective. Similar to the way smart investors know who to invest in, what to invest in, how to invest and when to buy, hold and sell, your smart strategy will help your team yield a much better return on investment of their time and energy.
You may have heard salespeople referred to as ‘hunters’ or ‘farmers’. We think a better term is ‘fisherman’. Regardless of whether you are selling to new prospects (hunting) or existing customers (farming), you need an effective strategy to fill your pipeline with quality opportunities. The three principles behind how to catch fish (or the right fish) can be applied in developing your smart strategy. They are market, method and message.
The first place to start is to identify who you want to sell to. This may seem quite obvious, but most salespeople have no idea who they should target and randomly approach prospects based on who they are comfortable selling to. Fishing for sprats is a completely different ball game to fishing for sharks. Their lifecycle, habitat, behavior and diet are completely different, and you need to tailor your strategy if you want to catch more of the right fish.
Once you are clear on the market that you are going to target, the next step is to identify the best method to approach them. For sprats, a small, lightweight net may suffice. For sharks, you may need something a bit more heavy duty. In sales there are a number of methods that we choose, including phone calls, emails, site visits, networking events, referrals, direct mail, electronic direct mail and social media. If you have a good understanding of your target market, you’ll be able to choose the methods that are most likely to work. As you’ll soon learn, using a combination of methods can often yield the best results.
The message is the bait. For sprats, the best bait is bread. For sharks, the best bait is blood. Even if your message does get in front of your target market, if it’s the wrong bait you’ll get no bites. Your message is made up of two components: your value proposition and your offer. The value proposition gets their attention; the offer gets the response.
Your target market is who you are going to target. Based on an in-depth understanding of the market, you can determine what methods would be the most effective and how to pitch your message. If you are clear on your market and you use the right methods, your message is going to get through to them (reach). If you know your market, and your value proposition is tailored to them, your message is going to get their attention (relevance). Finally, if you have an enticing offer and use effective methods, your message is going to get action (response).
Next week we will have a look at these three elements in greater detail.
If you want your Sales team to Gamify it’s performance please contact us at http://www.superiorsales.com.au/contact-us/
Next week we are going to delve deeper into the elements of Creating The Game.
If you are looking at running a Sales Game workshop either email Mark at firstname.lastname@example.org OR dig for more information at http://www.superiorsales.com.au/storytelling/workshops/
At Superior Sales we build programmes leveraging all the core drivers of capability – organisation, people, process and culture, not just skills. Refer to our white paper at http://www.superiorsales.com.au/storytelling/whitepaper/
At Superior Sales our capability experts work extensively with companies to equip sales teams, and indeed the whole organisation, to deliver a better customer experience. Please get in touch at http://www.superiorsales.com.au/contact-us/
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