Sales Process and Strategy Josh Campbell Nominet Trust Academy, 2012

Agenda The science of selling Process and metrics Maximise lead conversion Sales strategies Maximise opportunity conversion Most common mistakes Summary

The science of selling Successful sales people exhibit following qualities Willing to ‘cold call’ socially Passion Planning Listening Accountability 80% science, 20% art 2 main attributes to success Activity and technique Process and strategy to follow for success Not complex

The process and metrics AIDA Attention Interest Desire Action 4 key numbers / ratios Number of leads generated Number of leads converted to opportunities Number of opportunities converted to sales Average deal size

Maximising lead conversion Ideal Customer Profile Fix / Do / Avoid For Qualitative lead generation start high Lots of published information To get exec attention - WYWYN Keep it short Talk about them, not you – subject line ‘you….’ Ask for what you want ‘Elevator pitch’ 5-15 seconds – evidence! Different for different sectors / customer types Inbound leads degrade quickly Instant action – mix media if necessary and persist (6x)

Campaign strategies 5 ‘strategies’ Disengage Defend (nurture) Frontal – 3 to 1 advantage Flanking – move the goal posts Fragment – ‘land and expand’ Your biggest competition is ‘do nothing’ Meeting strategies Best possible / minimum acceptable

Maximising conversion rates Referrals High-influence coach Inbound lead Regularly review as a team in structured way Use common language / methodology / scoring method There is a project Owner / time-scales / budget / name There is a compelling event The customer has a good fit with your ideal criteria You maximise your strengths and minimise weaknesses You get creative What other IP do you have? Understand DM process

Most common mistakes Lack of activity focus on you and your product / service Poor qualification ‘Lone wolf’ No planning Don’t nurture when no immediate opportunity Neglect top of funnel when in close mode No coach Don’t understand DM process Don’t understand metrics – particularly lead source

Summary Structure and methodology like any business process People will buy if your product meets a key requirement Fix / do / avoid Listen then speak Focus efforts on right things at the right time Activity and productivity Measure the key metrics Review as a team Plan every activity