How to Develop a Killer Sales Strategy Presented by Joe Ellers www.joeellers.com

Your Presenter: Joe Ellers- Consultant, Trainer, Speaker & Business Strategist. Author of: -The Sales Manager’s Handbook -Sales Professionals 6-Step Guide To Mastery -Sales Management Excellence -Implementing Process Improvement

Start at the beginning What do we want to sell? Who do we want to sell to? What does a good order look like? Which competitors do we want to target? Why should a customer switch to us? Make sure that you are clear….

What do you know about this year’s results? Rank your product/service sales for the past year. What sold well? What were the sales of your focus products/services? What about customer sales? Who bought a lot? How many of these met your definition of a good customer? What about your salespeople? For the current year, which of your salespeople sold the best “quality?” How many of your orders were “good?”

Take it from the top Raise Prices (5) Existing products or services New products or services Existing customers 1 2 New customers 3 4

What did you learn from your team? (This is an assignment…) Raise prices Existing products or services New products or services Existing customers New customers

Now, for something completely different To create a real sales plan, you need to take it to the next step… Define the key existing/new customers for each territory Tell them what you want to sell Identify potential

Sales Planning Matrix Existing product New product Other Customer 1 Prospect 2 Customer 3

Sales Planning Matrix, II Remember that the rules are simple: Defend it (if you have it all) Introduce it (if you have none of it) Grow it (if you have some of it) Find out (if you don’t know potential) Forget about it (if it can’t be sold)

The Next Assignment Hand out a copy to each salesperson with the products/services (in order) Tell them how many accounts need to be there Break it down: existing and new Ask them to tell you the “potential” sales Give them the actuals, if you can

Before they go too far Make sure that you agree… With the accounts With the order

You have to have… Some way of checking potential…(like sales in other accounts) Relationship of A to B Some “standards” A clear understanding of the activities required to get the results you want…

Review, Review, Review, Review……………………………… A lot of sales strategies fail because we create it and then the only review is to look at the numbers every month How about: Reviewing the strategy on a regular basis? Driving the activities that produce the results you want?