Sales Effectiveness by Tom Godfrey

Selling Effectiveness A White Paper on Best Practices for Optimized Selling

Drew Stevens PhD Stevens Consulting Group And Getting to the Finish Line

Best Practices for Optimized Selling

Acknowledgements The author wishes to thank all those involved in the research and development of this work. Additionally, kudos goes to Elaine Floyd of EFG Bookmark for excellence in authorship and editing.

Stevens Consulting Group Drew Stevens PhD President Ph. 877-391-6821 drew@stevensconsultinggroup.com

Terms and Conditions Printed in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be produced or distributed in any form or by any means without the proper authorizations and permissions of the author. Quotations and citations are permissible with proper attribution only. For information, contact Stevens Consulting Group, 627 Thorntree Lane Suite 101, Eureka, Missouri, 63025. Telephone (636) 938-4486. Email drew@stevensconsultinggroup.com The reader of this document understands that the information provided is as accurate as possible at the time of preparation. The publisher and author provide the information for research purposes only and for information to assist in sales and sales management. The information provided is done with the understanding to the reader that the author is not rendering legal, accounting or other professional service. The author assumes no responsibility for any use, which the reader intends to use it. All service and trademarks are those of the organizations represented in this report.

Drew Stevens PhD

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Best Practices for Optimized Selling

“Sales are contingent upon the attitude of the salesman - not the attitude of the prospect.” W. Clement Stone

Sales optimization is largely dependent on organizational processes and procedures. For an organization to obtain revenue its sales practices and talent must mesh for total effectiveness. Selling in today’s competitive environment is much more difficult than 3 to five years prior. Selling is typically viewed as a tactical profession with little planning. Quick reaction for client’s needs is the norm rather than the practice. What is it about selling today that is so much more difficult? Why have conditions changed? What can be done to more effectively generate leads and move then swiftly and efficiently through the pipeline?

With a wealth of available information, buyers become perspicacious to vendors, competitors and the industry.

What we have determined is that in a world of instant messaging and instantaneous information, what has not changed is buyer behavior. With a wealth of available information, buyers become perspicacious to vendors, competitors and the industry. Yet, available research illustrates that buyers desire a bond with selling professionals. Thus it is imperative that selling professionals differentiate with the proper methods to gain trust respect and client attention. This report seeks to provide some of our timetested methods based on over 5000 organizations and 27 years of research. Our hope is for your firm to standardize these practices to become more strategic, more efficient and more profitable. Good Selling!

Drew Stevens PhD Sales Strategy Officer Stevens Consulting Group

Drew Stevens PhD

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Best Practices for Optimized Selling

Sales Success Hurdles Through trial and error we understand that the more issues remain the same the more they must change. Research in a myriad of periodicals mentions numerous challenges for organizations especially in the selling process. New issues abound daily impacting how selling professionals meet buyer’s needs. What we know are the following:  Decision Makers are hard to find. There are so many responsibilities for people that trying to find the time for discussion is difficult. Additionally, since organizations tend to focus on lean, more people are making decisions rather than management. A recent Wall Street Journal Report states that personnel without authority to purchase a laptop can plan a regional meeting with a budget of $500,000!  Competitive Neutrality. The proliferation of the Internet and information is challenging. Buyers comprehend more of your organization than your own sales force!  Organizational labyrinthine. Globalization, rightsizing, mergers and multitudes of organizational transformation are as perplexing as discovering the DaVinci Code. Reporting lines and decision processes are difficult.  Financial Planning. The one constant is decreasing divisional funds. Agreement is reached only to discover the unavailability of funds.  The best defense is unclear. 15 years ago, training your sales force was mandatory. With tightening budgets and productivity issues, selling professionals are sent into battle without armaments.  CRM. The sales tool offered to assist selling professionals is underutilized and misunderstood.  No Teamwork. Sales require more collaboration with the marketing department. Drew Stevens PhD

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Best Practices for Optimized Selling

With over 27 years of research and analysis with numerous organizations we constantly hear about sales excuses- no return calls to numerous voice mails. I have made return calls to interested parties only to never hear from them again. The world has become more complex and navigationally difficult. Read any present newspaper or periodical and you will begin to acquire the phraseology of the â&#x20AC;&#x153;knowledge economyâ&#x20AC;?. This is defined as an economy based on creating, evaluating, and trading knowledge. In a knowledge economy, labor costs become progressively less important as opposed to the amount of knowledge acquired by individuals and organizations to become more effective. Simply put, the more information one has the more knowledge one gains. Content is king! This is the key differentiator. Selling professionals similar to your clients must be content experts. Clients desire trust and respect and they desire intellectual conversation. Drop the features and benefit discussion- these left when public seminars did. Your clients crave illustrious council. Selling professionals must be advisors, consultants and experts. This is vital to your business success. There are some rules about sales: 1. There are simply four techniques of selling that are vital. One does not need numerous methods and training. Learn the four simple steps and you will sell more than you realize. 2. There is no basic selling rule or principle that has been discovered in the last hundred years. 3. One needs to take these principles and use them daily. Practicing these rules and making them a habit in your daily life will make you better. 4. Do not rush learning. Rome was not built in a day. You must learn daily and practice daily but without haste and impatience.

Drew Stevens PhD

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Best Practices for Optimized Selling

Sellin g is a pr oces s, it t akes time , it t akes e ff ort and it t akes patienc e !

Drew Stevens PhD

5. Evaluate yourself. Be critical and learn by what you are doing and not doing to become better. Be honest in your assessment. Incorporated into our research is information that will assist your pipeline fulfillment and your closure ratios. The information contained is merely a beginning and takes time. The one issue of selling never expressed in training or research is that it is not event based or linear. Selling is a process, it takes time, it takes effort and it takes patience!

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Best Practices for Optimized Selling

Determine the Value of Value Propositions Many professionals are quick to state what they do for a living. For example, when asked what you do, you reply, “I sell networking devices.” While not much is incorrect with this statement, the tendency forms stereotype. And, worse yet as an entrepreneur operating a business, one gets placed into a pool with competitors. There is a pragmatic need to emerge from the competition.

Properly constructed, they force companies to rigorously focus on what their offerings are really worth to their custom customers. Once companies become disciplined about understanding customers, they can make smarter choices about where to allocate scarce company resources in developing new offerings. “Customer Value Propositions in Business Market” James C. Anderson, James A. Narus, Wouter van Rossum

One of the best assets for every selling professional is a value statement. Be mindful, this is not an elevator speech, which I do not believe in. This pithy statement ends the stereotype and focuses all attention completely on the prospective client. A value proposition is solutions based with all benefits focused on the consumer. Moreover, it denotes brand. A value proposition is nothing more than a benefit statement that offers to the client to improve their condition. Customer value propositions have become one of the most widely used terms in business markets. In 2006 the Harvard Business Review “Customer Value Propositions in Business Markets” discussed how corporations use them in the branding process. This tool contains no more than 10 to 15 words featuring as many adjectives as possible. Value propositions have these characteristics: • Focus on what the buyer gets, it is outcome based • Outcome, business results-based • Typically general A value proposition is nothing more than a pithy, yet descriptive, method to depict your service. A poor value proposition: We help create a fit individual. A good value proposition: We have a 7-Step program for better abdominals. A great value proposition: We dramatically accelerate results that match your individual fitness desires.

Drew Stevens PhD

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Best Practices for Optimized Selling

Value propositions are a powerful marketing tool that are powerful and help gravitate the buyer to your direction. These simple statements enable selling professionals to articulate their company’s position into useful terminology that engages the prospective client. The statement indicates a “What’s in it for me?” approach for the client. The intentions are to offer something that resonates with buyer’s needs.

Drew Stevens PhD

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Best Practices for Optimized Selling

Selling Professionals Must be Athletes â&#x20AC;&#x201C; Train Them It is incorrigible to find so many firms that do not train employees. 58.5 billion dollars per annum is spent globally on training. This daunting figure sends a different message when broken down. 70% of most firms do not conduct training that helps them remain competitive. Typically during economic volatility the first line item cut is training. However, the most vital resource for all organizations is training.

70% of most firms do not conduct training that helps them remain competitive.

Sales training is critically important to all organizations. The frequent pace of product development, client topography and product updates necessitate continual training. However, the size, cost and geographies of delivering training become cumbersome. Ironic, given our knowledgerequired economy. ES Research Group reveals that 90% of all sales training programs conducted for corporations result only in a 90120 day increase in sales productivity and, as a result, fewer than 20% of companies realize any sustainable productivity gain that lasts beyond 12 months.

ES Research Group reveals that 90% of all sales training programs conducted for corporations result only in a 90-120 day increase in sales productivity and, as a result, fewer than 20% of companies realize any sustainable productivity gain that lasts beyond 12 months. In the United States alone over four billion dollars is spent per year on training selling professionals with two thirds of that money ear marked for one day training. To be competitive, organizations must be competitive. It appears that taking the time to develop a training program does in fact pay tangible returns. Many companies think that sales training can help with the strategic account planning aspect of selling. More importantly is providing selling professionals with a methodology they adhere to. Two distinctive healthcare organizations researched for this report do not provide any training. One organizationâ&#x20AC;&#x2122;s goals are off the mark by over 48% and the other is 37% behind. Our research supports that taking the time to develop a plan pays tangible results. We find that sales organizations that have formal training programs performed better than those that do not. One logistics company never conducted a sales

Drew Stevens PhD

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Best Practices for Optimized Selling

training program. Within 60 days of inception, selling representatives achieved 200% quota. However, as business grew, the concept of training diminished, representatives were too busy. Ironically, sales quotas decreased. Once all were placed back into a monthly program, quotas increased again. Simply put, training works but not in a vacuum if you desire astronomical results- like an athlete, your performers require constant practice. One does not run a marathon without months of proper training. Why then place professionals into situations that corner them? When choosing a program, success stems from:  Choosing a vendor with methodologies that match the business  Choosing a vendor that truly understands your business  A methodology that is flexible to the organization  Matches talents modality for learning  Provides a process not a series of events Training if conducted correctly assists growth, profits and morale. A knowledgeable work-team is a confident one. When confidence is high results will outperform goals. Ensure success with programs that stimulate the mind, stretch the spirit and assist in providing value consumers seek.

Drew Stevens PhD

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Best Practices for Optimized Selling

Market Research – Swimming Upstream Research illustrates that 47 percent of sales leaders are not satisfied with their sales personnel’s research efforts. Many representatives believe that research depletes “selling time”. Nothing can be further from the truth! The more a selling professional understands their customer the more honed they are to provide value. Selling representatives must be articulate and knowledgeable about a customer’s business. The most important part of any sales professional’s job is to prepare for each and every sales call. The successful sales professional will always know who he or she is calling, as well as why they are calling and how they will sell the product or service. Sales professionals are much like a general on the battlefield, an athletic coach at a game, or a chess player at a tournament: they are always thinking ahead, strategizing to determine their next move. Successful salespeople are always prepared. They understand the client, the industry, the company, and the specific pain the client is dealing with. Prepared sales professionals also know how to get information should there be a question or something that stumps them. Put simply, sales professionals are problem solvers, much like a physician trying to understand the reason for an illness. Knowledgeable selling professionals understand the importance of asking provocative questions to obtain the soul of the business issue. To that end, it is imperative that professionals become researchers. The tools available today such as the Internet and electronic information enable sales professionals to obtain information wherever, whenever and however they need. A myriad of tools enable professionals to understand prospective customer issues, industry trends and objectives. There are three sources that are a must for sales professionals. These include regional and national newspapers, electronic access to industry specific news and lastly databases to capture imperative information. Drew Stevens PhD

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Best Practices for Optimized Selling

Annual Report This important, multi-section document is a mustread. The first pages contain a letter from the company’s president or CEO that outlines new products, growth and competitive plans and operational woes. This is the place to understand strategy. Professionals must read the financial report and review the numbers to understand the company’s financial position. Identify areas in which you can help them save money. Business News Not enough sales professionals read The Wall Street Journal, The New York Times, The Wall Street Journal or other national periodicals. To properly service your customers, one must understand successes, recognize their trials and tribulations, and help downplay competitive and marketplace pressures. Reading a major periodical keeps professionals abreast of business changes. Not enough time to read through the newspapers? Then subscribe to the periodical’s e-mail bulletin services for real-time updates. And although your time is tight, you should commit 30 minutes each day to reading your local newspaper’s business section from front to back. Industry News As important as breaking business news is, selling professionals must clearly understand the industry they service. Therefore, follow industry news. Ask clients and contacts about the periodicals they read to follow industry trends. Then determine those most reliable and subscribe. If it is difficult to locate business or industry periodicals, check the voluminous resources available online, such as www.factiva.com, http://interactive.wsj.com/, and www.nytimes.com also, numerous Internet portals, such as www.AltaVista.com, www.google.com and www.yahoo.com, provide real-time business content. Review these sites to gain quick and timely information.

Drew Stevens PhD

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Best Practices for Optimized Selling

Certainly in today's fast-paced, information-crazed environment, there is little time to access increasing amounts of information. However, clients want sales professionals who understand their business and competitive concerns and can use that knowledge to help them. Clients want trust, service, and relationships. Take the time to learn their business, and your efforts will be rewarded.

Drew Stevens PhD

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Best Practices for Optimized Selling

The Ying and Yang of Becoming a Tactician Below the graphic displays emphasis on buyer outcomes and results. Avoiding Risk

Low Price

Minimal Disruption

Guarantees and Assurances

Features and Benefits

Business Outcomes and Results

Value and ROI

(Source Summit Consulting)

Clients today seek a return on the investment they need. The only relevant issue in their mind is a return on investment in money and in time. People today want dramatic results in little time. Don’t believe me? Look at the advertisements on television and radio. Infomercial advertising is up almost 200 percent. Individuals seek a simply solution for little monetary investment and little time. The way to avoid the trap of being just a regular selling professional and a high achiever is to refrain form the traditional model of features and benefits. Look at the client in terms of outcomes and results. No matter the issue it is imperative you focus on how your organization provides the results the client seeks. Strategy begins with value Building business is not about making money but about the relationships and clients you create. The conversation with prospects should not be about features but rather the value in your service and in you. Do not focus on fees, commissions, costs or any other sales related words. If the discussion is not about value then you have surrendered control of the discussion, and the result will not be in your preferred terms. I recall a great quote from a mentor, “Language controls discussion, discussion controls the relationship and relationship controls the business”. (Weiss) When the conversation focuses on value the prospect becomes convinced of the knowledge you provide and desires a relationship with you. There Drew Stevens PhD

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Best Practices for Optimized Selling

are numerous industries driven by a standard commission simply because others do so. Attorneys and physicians charge fees because others do so, whether or not these professionals are great or average, there is no distinction. Here are methods to illustrate value: 1. Discover objectives. Ask the client to provide three objectives they desire with the use of your services. People act on emotion and if your questions concentrate on needed objectives especially if they apply to need you will create value. 2. Additional outcomes. In my entire business career so many automatically know what they want but few know what they need. Ask additional questions that provide value by honing in on these differences. 3. Focus on result. No one cares about your advertising or offices. Demonstrate important outcomes for the client, such as speed, guarantees, high return, and transition management. People do not buy screwdrivers because they enjoy handiwork; they buy them because they need to repair something. When you focus on client results, conversations become crisp and tightly focused. 4. Listen. I recall buying a car many years ago -- I was not focused on price, but rather features. Yet most of the sales people insisted on delivering a pitch, telling me how to drive, or suggesting features that didn't interest me. You can't learn while you’re talking. Develop provocative questions and keep the prospect talking until you have enough emotional and factual information to embrace them as partners. 5. Approvals. People like to conduct business with those they know and those they like. Begin by obtaining a testimonial from every possible client. Relationships are built based on prior expertise. Your ability to nimbly build a “book” of testimonials will assist you in becoming the provider of choice. Finally, everyone in the organization is responsible for creating relationships, from the way they are Drew Stevens PhD

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Best Practices for Optimized Selling

greeted to aesthetics. You work for or own a business and you mission is to help it thrive. The manner in doing so is to provide value to all who could or do enter. It is the simple and little things that can make a difference.

Drew Stevens PhD

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Best Practices for Optimized Selling

Unlocking the Code – Detective Work There is a wonderful detective show in syndication on television entitled “Monk”. The analytical detective works vehemently to resolve the case quickly. He eludes numerous hurdles yet in the end as the cliché states, “he always gets his man”. The same must hold true for selling professionals. True selling professionals endeavor to resolve client issues before the client understands the issue.

Buyer Question Path

Research for this report illustrates that less than 50 percent of selling professionals conduct established research to resolve client issues. In today’s competitive marketplace and with the proliferation of information customers are expecting you to have done the homework prior to making a call. Rather than simply reading content and minimally understanding the client business, selling professionals must consider the gaps. Good detectives, i.e. forensics experts relish the minute details. These micro facts indicate client flaws and areas in which you can assist.

Seller

Yet another aspect of assisting a client when given the opportunity to meet is relevant and provocative questions. Research indicates that over 51% of selling professionals lack good organizational, negotiation and communication (questioning) skills. On average a prepared selling professional closes business 77% more than those that aren’t. The reason they understand clients needs. Present professionals require foundational comprehension of objectives. Many professionals attempt the rote pain and pleasure route only to drive it to failure. In a recent interview with over 10,000 clients, they indicate their desire for selling professionals that can speak the language, understand the core issues and get to the heart of the matter expediently. These clients deplore those that waste time and ask mundane questions, they seek intellectuals that can stimulate conversation in the hopes of delving into the issue. Get selling professionals to ask clients provocative questions that get them thinking about legacy, expectations and strategic direction. Get the client thinking. Drew Stevens PhD

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Best Practices for Optimized Selling

One final aspect here in being a good detective is discovering the true economic buyer. 67% of selling professionals spend too much time with those that cannot make a decision. Sellers are often duped into the process because they do not ask the proper questions. Good detective work means asking the difficult questions. Detectives enjoy seeing the discomfort of others as they squirm to reply. Selling professionals should not be the ones to writhe but idle while gaining a reply.

Buyer

Question Path

Seller

A recent client had issues trying to establish a sale with a recent pharmaceutical. The client told me she was being detained by a budget of $10,000. After some prodding I asked the size of the firm. Admittance discovered the firm is in the top five pharmaceutical companies in the world with expenditures of over $50 billion. The obstacle was the client was not speaking to a decision maker! Selling professionals must be intelligent enough to know about the organization, the competition to conduct and intellectual conversation. The knowledge creates a flow of information for discussion. When selling professionals walk into a meeting without correct information, possible questions, and relevant examples they do not have the essence of good detective work. Professionals must be convinced they can ask the difficult questions and remain composed. One of the solutions we found in work with clients was to work with the marketing departments on organizational charts and depict the numerous buyer layers within organizations. Research has found that the title never denotes the economic buyer. 87% of respondents in a research survey stipulated they underestimated the decision maker by virtue of title.

Drew Stevens PhD

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Best Practices for Optimized Selling

Language Controls Discussion – Speak Like a Buyer Recently reported in many newspapers is an announcement by the United States Postal Service to team with HBO Studios. The rationale for this decision is to assist promoting a new mini series by HBO- John Adams. Aside from his former role as President of the United States, Mr. Adams and his wife Abigail are credited with writing over 1000 personal letters. With the proliferation of electronic inventions from the personal computer to the Blackberry, such feats as letter writing seem unfathomable. Writing a letter takes time, energy and concentration. Imagine in today’s world taking time for all three simultaneously. We have too many high sounding words and too few actions that correspond with them. ~Abigail Adams

Most imperative is the use of language in a letter. In revolutionary times, very good dialogue was used because of the education of leaders such as the King of England and the Settlers. Presently, there is a reversal in American language. Network shows and even software packages use a fifth grade baseline for language. According to the 2007 CSO Insights research survey, 38% of selling professionals need improvement is effectively communicating with customers. Doing so enables higher quota attainment for those that do. While it many seem obvious that effective communication is just common sense, more than a third of organizations fail to do so. Proposals, no decision closures and referrals are all impacted. We believe that language is an art and must be treated as such. The very foundation of our existence is based on the glory of language. Good lexicon helps to control mature discussion. Two immediate methods can quickly resolve the communication gap.

Drew Stevens PhD

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Best Practices for Optimized Selling

First, sales representatives must read voraciously. If a representative sees an unfamiliar word, they are to underscore of make a note and research it. Keep the definition on file in a book or diary and practice using the word in written and verbal form but do not attempt its use in public until there is comfort. Additionally, keep a dictionary handy when words used are misunderstood. Finally, there is a wonderful service on the Internet entitled Dictionary.com. Subscribers obtain a daily word of the day. The service provides a terrific method of comprehending new vocabulary. Second, seek assistance from others that use good vocabulary. When necessary obtain the assistance of the marketing department. Due to the nature of voluminous written work, marketing will assist with proposals and other customer correspondence. Finally and most importantly take the time to listen to the client. Comprehend the words they use and speak up to them, not down. Good lexicon provides differentiation as well as professionalism. When language increases so to will closure rates and the ability to obtain future business.

Drew Stevens PhD

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Best Practices for Optimized Selling

Use the Network â&#x20AC;&#x201C; Physicians Get a Second Opinion Todayâ&#x20AC;&#x2122;s professional requires techniques that help to accentuate and differentiate from others. Further clients require methods so that there is less work to gather business. Successful professionals keep a full pipeline of activity to help build their nest egg. Here are some examples. Networking Truly the best professionals constantly network. Selling professionals by nature require constant engagement with others to comprehend business trends and meet new opportunities. Admittedly, there exist a plethora of networking associations and organizations, choose those close to your location and aligned with your business. Review your local paper for functions that interest you and attend as a guest, but go. If do not attend your competitors are. Others cannot know your business with just a shingle hanging in the breeze. Referrals Proper networking and selling etiquette involves referral acquisition. Similar to gaining closure agreement many professionals abhor asking for the order! Business is driven by the ability to ask for new business. If clients are happy with your work they will willingly provide others that can need to receive your value. The best way to seek referrals is when you are first engaged with the client and they are at that emotional high. More importantly you want to ask when you are in the account, since this is the best time to be top of mind. Post sale is not an alternative simply put, out of sight out of mind. Another imperative item to remember is that there is strength in numbers, the more you obtain the fuller the pipeline. There is a story of an insurance professional that would visit clients and not leave without three new referrals. Even if the client provided one or two, the agent would not leave until he received three or more. Needless to say, the agent retired an extremely wealthy individual. Follows up on referrals Drew Stevens PhD

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Best Practices for Optimized Selling

It might seem pragmatic, yet there is much evidence to illustrate that many professionals follow up. Friends, family and clients typically provide these golden nuggets, so it is vital that one follows up. A rule of thumb is twenty-four hours from receipt to contact. Ensure you mention the person that referred you and mention their enthusiasm for working with you. Speaking One of the best methods to introduce your expertise is to tell others about what you do. Rotary Clubs, Kiwanis, and Chambers of Commerce are constantly in need of experts. Contact these organizations or others to discuss content to enlighten their members. Participants are attracted by new and interesting content. Writing Articles There are more newspapers in circulation today than ever before. There are a multitude of newsletters, web sites, regional business magazines, and local newspapers starving for decent material. Articles need not be more than 500 to 1000 words. With good content and a solid byline, your message can be in the hands of hundreds or thousands. Blogs Similar to articles, having a Blog serves two purposes: 1) remaining in constant contact with current subscribers and 2) enabling you to reach new clients at relatively no cost. The difference from articles is immediacy of availability and frequency of your content. Booklets Typically focused on one topic, these small contentrich pieces feature your advice on health, fitness and exercise technique. Booklets can be used as handouts for potential clients or as products to be sold at special events. The key to business building and success is producing things others donâ&#x20AC;&#x2122;t. One needs to discover methods to rise above the din and become visible. With global competition increasing and a shift in industries requiring selling professionals Drew Stevens PhD

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Best Practices for Optimized Selling

there exists the need to become outstanding. There is also the issue of working smarter not harder to produce required results. Refrain from tired nonfunctioning sales methods and begin new strategies that can escalate your rewards and make you an outstanding performer!

Repeat Business

Referrals

Marketing

Current Business

2nd Projects

Drew Stevens PhD

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Networking

Cold Calls

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Best Practices for Optimized Selling

Stop the Excuses – Musts for a Selling Professional Selling is a misunderstood profession. As experienced through time tested 70% of firm skip training professions simply because the belief exists that the product or service will sell itself. Other organizations believe they do not have the time. Yet more perplexing is selling professionals that believe the firm must provide a majority of tools. Not true. In a crazed world where infomercials pullulate for instant results, selling is different. Selling is similar to an athletic skill that must be continuously honed. Selling professionals must begin to take matters into their own hands and predict their own destiny. Selling professionals must:  Begin to read voraciously and education on language.  Seek additional training not provided for in organizations.  Return to university or evening college and gain additional comprehension in math, specifically calculus and statistics.  Comprehend the financial aspects of an organization; learning to read a balance sheet is invaluable for reaching a decision maker.  Prepare provocative questions in advance. Memorization is paramount to conviction.  Refrain from excuses in marketing, customer service, etc. The secret to sales success is accountability and ownership.  Prepare for the inevitable. While every corner cannot be undone, it is best to conduct advanced planning.  Create a strength index. Sales people relish the art of acceptance but deplore negativity. Listing strengths focuses on the constant positive.  Not fear failure. Hurdles intercede each day do not fear them, jump over them!  Learn the art of negotiation. Everything in life is negotiated. Hone skills to become better at debating and taking a stance.  An astonishing 59 percent of companies fail to perform win/loss reviews because they say Drew Stevens PhD

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Best Practices for Optimized Selling

it’s hard to find an objective evaluator in the company. Stop the insanity and the excuses; sales professionals must strive for success. Let them evaluate every call with strengths, keep doing the positives.  Refrain from the labor of sales leads. Good sales professionals know where to look in the mine and how to turn any lead into a quality lead. Stop the shortcuts and waiting for marketing to generate leads, make your own.  Remember the quote from inventor Thomas Edison, “Opportunity is missed by most people because it is dressed in overalls and looks like work.”

Drew Stevens PhD

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Best Practices for Optimized Selling

Conclusions and Suggestions Sales leaders typically have three or four goals in mind each year, they include, creating more revenue, outmuscle the competition, increase market share and increase commissions. Sales professionals by nature are tacticians. If left to their own devices each reinvents the wheel countless times with sparse results. Organizations today need to become more efficient, more nimble and strategic in their selling methods. Clearly, countless research has been conducted and the results stipulate, clients seek intellectuals that can resolve issues not pitch product. Operationally, organizations require immediate change to meet pressing clients desires. All firms must partake in an immediate call to action and seek resolution; otherwise one need not look far to see similar results a year from now. Engage the masses and begin an immediate strategy to direct a new future, your revenues, your income and your job rely on it. These recommendations seek to assist personally and professionally. Some of the results from strategy include:  Increasing sales attainment by more than 60%  Creating an intellectual staff capable of resolving a myriad of client issues, which creates an increase of 45% probability of secondary selling efforts  Reducing the cost of client acquisition by 30%  Reducing labor by 20%. Sales professionals are trained for closing efficiency and organizational skills  Create a seamless and consistent methodology that all sales professionals believe in and cite with conviction  Decrease talent turnover within your organization The effort to produce a strategic approach is not daunting nor time consuming. The plan requires change in habits and behaviors, if you can stimulate change you are on the path to success. We encourage you to adopt these methods. Write to us Drew Stevens PhD

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Best Practices for Optimized Selling

and let us know your success stories. What creates hurdles only makes you stronger. Obstacles create education. Learn new methods, create efficiencies and watch your skills, your staff and your revenue soar! We hope the insights in this paper help to encourage your thinking about how the nature of sales is changing. We believe the future is now and the profession of selling needs your input, your ideas and your thoughts to institute these methods. We hope that this information changes your thoughts and helps to manage change in your own organization. If you have any questions regarding these issues, please contact us directly. Drew Stevens PhD Phone: (636) 938-4486 Email: drew@stevensconsultinggroup.com or drew@gettingtothefinishline.com About Stevens Consulting Group Stevens Consulting Group is a research and sales consulting firm specializing in creating, instituting and achieving strategic selling for organizations. Over the last 25 years, Stevens Consulting Group has assisted over 60,000 professionals to dramatically achieve higher sales growth. Stevens Consulting Group led by Dr. Drew Stevens believes that selling is a process and results should be achieved similarly. Dr. Stevens proven step-by-step approach creates more efficient and intellectual selling professionals reducing cost of acquisition and increasing closure efficiency. To learn more about Drew Stevens and his work please visit www.gettingtothefinishline.com or call 877-391-6821.

Drew Stevens PhD

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Best Practices for Optimized Selling

About The Author Drew Stevens is a career sales and customer service professional with over 25 years of experience. His consulting firm, has attracted clients such American International Group, Hilton Hotels, AT&T, The Federal Reserve Bank, Reliv International, The New York Times, Mercy Health Plans Quicken Loans and over 500 other leading organizations. His speaking and consulting enables him to travel over 50 days per year to clients and conferences around the globe. In the last several years Drew has provided advice to well over 60,000 professionals. Drew’s prolific publishing includes over 150 articles on sales and selling strategy and four books including Split Second Selling, Split Second Customer Service and Little Book of Hope. Drew’s latest book Split Second Selling is available on Amazon, Barnes and Noble and his website. Speaking Drew Stevens PhD is a popular speaker at sales meetings and conventions. He provides practical and informative content that applies instantly to all attendees. His personable style and practical approach are a must for all audiences. Contact Information Phone: 877-391-6821 Fax: 636-587-9235 Mailing Address: 627 Thorntree Lane Eureka, MO 63025 Email: drew@stevensconsultinggroup.com

Drew Stevens PhD

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