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Copyright 2002 by Common Sense Advisory, Inc. All rights reserved.

Copyright 2001 Burton Group. All rights reserved.


Strategy Drives Processes
That Influence Behaviors That Lead
to Actions That Generate Results
Renato Beninatto
Common Sense Advisory
Atlanta
November 8, 2002
How many ways are there to
increase business?
100?
100?
200?
200?
500?
500?
Guess what:
1. Increase the number of clients
2. Increase the average size of the
sale per client
3. Increase the number of times
clients return and buy again
Only three!
Example
100 clients $10,000 2 transactions/year =
$2,000,000 in total revenue
Increase the 3 numbers by 10%
110 clients $11,000 2.2 transactions/year =
$2,662,000
33.1%
33.1%
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Basic Sales Principles
No pain, no change.
Diagnose before you prescribe.
People buy from people.
People make emotional decisions for logical
reasons.
Power buys from power.
You cant sell to someone who cant buy.
Dont close before it is closeable.
Strategy Drives Processes That Influence Behaviors Strategy Drives Processes That Influence Behaviors
That Lead to Actions That Generate Results That Lead to Actions That Generate Results
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Corporate Strategy & Positioning
Vision:
My company will be bigger
My company will be better
My company will be faster
My company will be the only one
My mother will love me
Strategy Drives Processes That Influence Behaviors Strategy Drives Processes That Influence Behaviors
That Lead to Actions That Generate Results That Lead to Actions That Generate Results
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Prepackaged Software
C O M M O N S E N S E A D V I S O R Y, I N C.
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Motor Vehicles and Car Bodies
C O M M O N S E N S E A D V I S O R Y, I N C.
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L10N Sales in the US
Your Competition
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Sales Tools
Reference Stories (Success Stories)
Contact Management/Pipeline
Salesforce.com, ACT, Goldmine
(Hoovers, Fortune 500, InternetWorld)
Marketing Materials
Events
Strategy Drives Processes That Influence Behaviors Strategy Drives Processes That Influence Behaviors
That Lead to Actions That Generate Results That Lead to Actions That Generate Results
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Sample Pipeline
Opportunity Amount Weighed
Amount
Close
Date
Stage Critical Business
Issue
Project A 50,000 25,000 1/5/03 Submit Proposal Time to market
Project B 10,000 2,500 1/5/03 Needs Analysis Quality
Project C 20,000 18,000 1/10/03 Verbal approval Price
Project D 25,000 0 1/15/03 Profiling Payment terms
Project E 15,000 7,500 1/18/03 Contract
negotiation
Price
TOTAL 120,000 53,000
Strategy Drives Processes That Influence Behaviors Strategy Drives Processes That Influence Behaviors
That Lead to Actions That Generate Results That Lead to Actions That Generate Results
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Sales Process
Prospect
Client universe is limited
Can only afford a few clients
Need to acquire approximately X clients to generate
$1 million
Sell
Process Flowchart
Pipeline grading
Sales support
Pricing
Close
Strategy Drives Processes That Influence Behaviors Strategy Drives Processes That Influence Behaviors
That Lead to Actions That Generate Results That Lead to Actions That Generate Results
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Actions
Lead Generation
Generate calls that generate visits
Generate calls that generate inquiries (web visits)
Cold calls
What is the script, purpose of call
Research tools?
Face-to-face Visits = set monthly/annual goals
Targeting and Client Maps (named clients)
Marketing Calendar
Buy research from Common Sense Advisory
Strategy Drives Processes That Influence Behaviors Strategy Drives Processes That Influence Behaviors
That Lead to Actions That Generate Results That Lead to Actions That Generate Results
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Results (1)
Assumptions
Average sale: $15,000
Average cycle: 60 days
Average close rate: 25%
Pipeline goals:
Quarterly pipeline must be equal to 4 times quota
Pipeline must be reviewed weekly
Pipeline must be conservatively graded
Track number of face-to-face visits and cold calls
Strategy Drives Processes That Influence Behaviors Strategy Drives Processes That Influence Behaviors
That Lead to Actions That Generate Results That Lead to Actions That Generate Results
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Results (2)
Current revenue:
Current client base: X clients
Desired US revenue: $X million
Desired client base: X clients
Assumption: 10% of qualified prospects will
become clients
Therefore: need a pipeline containing X clients
25 weeks with visits (25 weeks with preparation
for visits) = 50 face-to-face visits per year per
person
Non-monetary goal: Visibility, Name Recognition
Strategy Drives Processes That Influence Behaviors Strategy Drives Processes That Influence Behaviors
That Lead to Actions That Generate Results That Lead to Actions That Generate Results
C O M M O N S E N S E A D V I S O R Y, I N C.
Copyright 2002 Common Sense Advisory, Inc.
Sorry, no time for questions!!!