Welcome to our sales workshop Writing a Sales Plan Workshop led by: Bob French & Dale Radcliff Hosted by: THE ALTERNATIVE BOARD San Mateo County October 26, 2010 650.652.9393 bob@TABsmc.com Please fill out the top half of the Gold Sheet in your package… What is the purpose of a business? What is a sales plan? Why create one? What comes first?

Today’s workshop structure Objectives Interactive format w/ handouts Sales challenges in today’s economy Perspectives on sales / planning Discuss & analyze sample sales plans Complete gold sheet Wrap up / take away’s? Finally - What’s the ‘one thing’? 650.652.9393 The Alternative Board

Our objectives for today Provide a model - build & tailor to your business Provide information tools and materials you can use now Contribute to your thinking At least one good idea to put into action 650.652.9393 The Alternative Board

Today's business environment Things are different Customer mind sets have shifted More caution in marketplace Business is no longer coming in through the door Decisions are slower Competition is more intense Significant pricing pressure What else? Price increase Attrition? Weekly per sales rep 650.652.9393 The Alternative Board

Sales implications Need more prospects to stay even Takes longer to close a sale More contacts involved in the decision More deals lost to ‘no sale’ Expect last minute changes More service / more communications required Sales people working harder What else? Price increase Attrition? 650.652.9393 The Alternative Board

Changes & adjustments Strategy changes: Selling more to existing customers Larger companies going down market Smaller companies offering / doing ‘more’ Number of suppliers being reduced Companies widening their service offerings Adding more services / packages 650.652.9393 The Alternative Board

Some observations / conclusions Those companies who are sales focused are still winning Executing the fundamentals well is still key Sales are most frequently lost to lack of clarity & insight Even more focus needed on relationships Companies reducing sales & marketing will lose 650.652.9393 The Alternative Board

A Sales Plan Is your customer acquisition process Defines: - Who you’re going to sell - How you will sell them Need a plan for the company and for each sales person / key person The Business Plan provides the context and comes first A sales plan is different than a marketing plan P.S. In sales, there is no substitute for activity Company sales plan AND a indivdual sales plan Who you’re going to sell What are you going to say How you are going to reach them How will you secure a decision? 650.652.9393 The Alternative Board

Key elements of a Sales Plan Sales objectives / forecast Sales strategy(s) Sales process / system Action plan(s) Tracking, measuring, reporting Accountabilities, combined with compensation and rewards Budget 650.652.9393 The Alternative Board

1. Define your sales objectives Where’s the potential? Clearly and specifically identify what revenue you expect from, e.g.; Each sales person / by territory New customers Existing customers Products / services Markets / niches Selected accounts Web based Third party referral program Alliances Other? 650.652.9393 The Alternative Board

2. Sales strategy / discussion Strategy is the broad approach you will be taking to achieve sustainable sales results over time Strategy first, then tactics Designed to overcome barriers Critical to long term success Usually long term and takes resources Should always be improving & refining Has to be implementable / simple What is your message? Ties to value proposition 650.652.9393 The Alternative Board

3. Sales process / discussion The specific steps you take to achieve results; A good sales process generates predictable results If it’s repeatable, it eventually will generate momentum A good sales process anticipates objections and increases the probability of a close Assign probability percentages to each stage of your process / steps to close Your sales process should be continuously refined as circumstances change Define the steps to a sales Key is activity, directed activity 650.652.9393 The Alternative Board

3. A sample sales process / discussion Preparation Initial contact Secure appointment Conduct sales call(s) / follow up Proposal and/or demonstration Finalize negotiations Prepare contract There are many variations of sales processes. Typically the more larger / complex the sale, the longer the sales cycle. 650.652.9393 The Alternative Board

4. Action plan For the company and by each sales rep An annual, quarterly, monthly plan Revenue Key activities / standards Major milestones Could be also be by region, division, product, geography, etc What else? Sales performance must be monitored on at least a quarterly basis. Weekly activity plan per sales rep 650.652.9393 The Alternative Board

4. Action plan – con’t Can include; collateral materials, sales tools, contests, promotions, trade shows, skills training, website, client entertainment, networking… Lead generation programs eg. telemarketing, direct mail, e-mail marketing, webinars… One page is good Must have a monitoring process What is your focus / driver, your 80/20? 650.652.9393 The Alternative Board

5. Tracking, measuring, reporting Develop your pipeline report of prospects Review progress monthly in writing Review and adjust quarterly Done for the company and by each sales rep Review activities weekly Weekly and/or monthly sales meetings 650.652.9393 The Alternative Board

6. Compensation & rewards Commission based salespeople expect to be held accountable Be very clear on your expectations Welcome and promote a sales person’s financial success Recognition & appreciation are incredibly motivating The compensation plan usually changes yearly Are you rewarding to support your focus? the comp plan tells the sales person what to do The unintended consequences of a poorly designed comp plan can sink the ship 650.652.9393 The Alternative Board

What’s the one thing, if done well, that will make a difference? Finally… What’s the one thing, if done well, that will make a difference? 650.652.9393 The Alternative Board

Please fill out your gold sheet and turn it in……….. Your feedback is very important to us :) 650.652.9393 The Alternative Board

Thank you for your participation Contact information: Bob French Chief Executive, TABsmc The Alternative Board 433 Airport Blvd, Suite 109 Burlingame, CA 94010 650.652.9393 bob@TABsmc.com www.TABsmc.com 650.652.9393 The Alternative Board