Professional Documents
Culture Documents
Key Competencies
for
Sales Representatives
TABLE OF CONTENTS
COMPETENCIES
Page
I.
II.
III.
14
IV.
27
V.
39
VI.
43
VII.
47
VIII.
57
IX.
60
X.
65
XI.
69
XII.
73
XIII.
81
XIV.
88
COMPETENCY BLOCK:
TASKS
TASKS
Develop
Account Plan
SUB-TASKS
TASKS
Connect and
Navigate
SUB-TASKS
Validate opportunities
Identify new opportunities
TASKS
Build the
Value Case
SUB-TASKS
TASKS
Implement and
Operationalize
SUB-TASKS
Fulfill Commitment
Follow-up internally/externally
Monitor and measure sales performance
CRM
Monitor Results
COMPETENCY BLOCK:
TASKS
SUB-TASKS
TASKS
SUB-TASKS
TASKS
SUB-TASKS
TASKS
Understand
and use
contracts
SUB-TASKS
Define contract law as it pertains to your product/service/company
Know the elements required in a contract and/or refer to legal
department
Define licensing as it pertains to your product/service/company
Identify forms of corporations/companies
Proprietary owners
Partnerships
Limited companies
Corporations
Franchises
TASKS
Understand
government
legislation
and
governing
bodies
SUB-TASKS
Respond appropriately to governing bodies
Follow federal, provincial and local regulations
Follow employment standards
Apply the principles of human rights legislation
Comply to equity and harassment legislation
Keep current on employment law as required
Be aware of and familiar with
TASKS
Understand
insurance
and liability
SUB-TASKS
Insure for personal liability
Know your product and company liabilities
Carry the proper insurance coverages
TASKS
Comply with
corporate
policies
SUB-TASKS
Identify all company patents, trademarks, copyrights, etc.
Use company logos and adhere to standards
Ensure proprietary intellectual property stays within the corporation
Follow corporate policies
Understand and demonstrate sound environmental practices
10
TASKS
Understand
financials
SUB-TASKS
Know the financial details of your customers
11
TASKS
Follow
industry
standards
SUB-TASKS
Review industry standards
Know and follow self regulated/company standards
Meet/exceed industry standards
ISO 9000
TQM (Total Quality Management)
Customer service/satisfaction/loyalty
ERP (Enterprise Resource Planning), CRM (Customer
Relationship Management)
12
TASKS
Think
globally and
act locally
SUB-TASKS
Read and learn about the countries/companies that you are currently
doing business with (or markets you may be entering):
13
COMPETENCY BLOCK:
Listen effectively
Probing questions
Provide continuous feedback
Communicate according to customer
type
Negotiate for agreement
Deliver sales presentations
Written communication
Write sales letters
Write proposals
Deliver training to customers
Educate others
Conduct telephone sales calls
Identify communication vehicles
Facilitation
14
TASKS
Listen
effectively
SUB-TASKS
Remove or reduce barriers to listening
Show interest
Confirm understanding
Clarify information or unclear messages
15
TASKS
Probing
questions
SUB-TASKS
Use open-ended questions when appropriate. Open ended questions:
Usually begin with words like "what, when, where, how, why,
describe, tell me about"
Allow the other person to answer freely, give you general
information, expand on earlier statements
Create a warm atmosphere and establish rapport
Usually begin with some form of the verbs BE (is, are, were,
isn't, etc.), DO (does, doesn't don't), or HAVE (has, had, haven't)
Are used to narrow the field of inquiry, get detailed information,
and/or confirm that you are on the right track
Ask for more details (What other needs have your customers
expressed?)
16
TASKS
Probing
questions
(cont'd.)
SUB-TASKS
Use problem questions when appropriate. Problem questions:
Ensure that the other person has a need, has authority to buy, has
the financial resources to buy, etc. (Whose approval is necessary
for this purchase?)
17
TASKS
Provide
continuous
feedback
SUB-TASKS
Give and receive feedback with customers:
Other departments
Customer service
Management/sales
Colleagues/peers
Suppliers
Gain commitment from others to work together in the interest of the
customer
Conduct meetings
Utilize the feedback to identify opportunities for product/service
improvements
Check back with support staff, other departments, etc.
18
TASKS
Communicate
according to
customer type
SUB-TASKS
Analyse customer attitudes, behaviours and styles
Develop criteria to assess the customer type
19
TASKS
Negotiate for
agreement
SUB-TASKS
Prepare for the negotiation
Create trust
Focus on interests
20
TASKS
Deliver sales
presentations
SUB-TASKS
Prepare for the presentation
21
TASKS
Deliver sales
presentations
(contd)
SUB-TASKS
Follow up
TASKS
Written
Communication
SUB-TASKS
Write sales letters
22
TASKS
Written
Communication
(contd.)
SUB-TASKS
Write proposals
23
TASKS
Deliver
training to
customers
SUB-TASKS
Conduct training sessions
Provide product/application knowledge
Prepare manuals, support materials
Provide ongoing support
Extend the training to include customers and/or anybody in the
selling process with the customer
Evaluate the training and modify accordingly
Follow up on the training to add further value
Inform customers of third party training opportunities
TASKS
Educate others
SUB-TASKS
Educate your internal departments, support functions, etc.:
24
TASKS
Conduct
telephone sales
calls
SUB-TASKS
Prepare for the call
Follow up
25
TASKS
Identify
communication
vehicles
SUB-TASKS
Identify and use communication vehicles effectively:
E-mail
Internet
Written memos/reports
Process maps
Diagrams/Graphs
TASKS
Facilitation
SUB-TASKS
Create an agenda
Prepare all materials before the session
Open the meeting by reviewing objectives and agenda
Develop and post a parking lot
Be aware of group dynamics to encourage total participation
Manage conflicts when/if it arises
Follow the agenda timelines
Summarize key action steps and responsibility list
26
COMPETENCY BLOCK:
Consultative Selling Skills (At A Glance)
TASKS
27
TASKS
Prospect for
potential
customers
SUB-TASKS
List sources for developing prospect lists (existing customer lists,
lost business, referrals, databases, trade associations, trade
magazine, networking, etc.)
Observe where competitors are calling and use this information for
prospect lists
Develop the prospect list
Research general information about prospects to determine potential
Prioritize the prospect list based on the research
Update and revise the list regularly
Liaise with call/contact centre
28
TASKS
Plan for the
initial contact
SUB-TASKS
Establish and maintain prospect files
Obtain strategic information about the prospect's situation
29
TASKS
Contact and
Qualify the
prospect
SUB-TASKS
Write a personal letter, e-mail
30
TASKS
Review and
plan for the
sales call
SUB-TASKS
Review and analyze prospect file
Identify the potential opportunities
Set the sales call agenda
Set the sales call objectives (primary goal, secondary goal, etc.)
Determine sales strategies/tactics to achieve your objective
TASKS
Select and
Use the sales
tools during
process
SUB-TASKS
Collect all the sales support materials
Analyze for prospect use
Personalize the materials you leave with the prospect (add your name
and phone number, highlight key information, etc.)
Select and use the sales tools at the appropriate time during the
process to emphasize key messages and solutions
Have all sales tools accessible and be pro-active
31
TASKS
Open the
sales call
SUB-TASKS
Greet the prospect
Be on time
Dress professionally
Make eye contact and shake hands
Use the person's name
Exchange business cards
Build rapport
32
TASKS
Identify needs
and/or
opportunities
SUB-TASKS
Ask the questions you have planned
Listen actively
Encourage responses through body language (leaning forward)
and verbal language ("tell me more about that")
Focus the discussion on the interests and needs of the prospect
Reconfirm needs frequently
Use effective feedback skills (i.e. paraphrasing, summarizing) to
check understanding
Involve the prospect fully (i.e. ask the prospect to identify the
benefits of your product/service)
Uncover buyers' selection criteria
Identify budgets
33
TASKS
Present
solutions/
options
SUB-TASKS
Match products and services to prospect needs and/or opportunities
Confirm needs
Present information and recommendations
Present features and benefits to the customer
Provide testimonials, etc.
Check for acceptance of benefits/solutions
34
TASKS
Address
objections
SUB-TASKS
Anticipate possible objections and preplan your response
Listen closely for the signals that indicate an objection
35
TASKS
Close the
Sale
SUB-TASKS
Identify and match various decision-making styles
Check for more questions, concerns
Summarize the benefits
Reconfirm needs
Recap and highlight specific benefits
Watch body language and listen carefully for buying signals
(leaning forward, nodding, etc.)
Use the appropriate communication style to match the decision
maker
Establish agreement
Reassure the customer that the decision was the right one
36
TASKS
Follow up the
sale
SUB-TASKS
Reinforce the buying decision
Analyze the sales call for your own development (what went well,
what would you change)
Fulfill every commitment
Stay connected
37
TASKS
Follow up the
sale (cont'd.)
SUB-TASKS
Ask for referrals
38
COMPETENCY BLOCK:
39
TASKS
Storage of
Knowledge/
Dissemination
SUB-TASKS
Tools/techniques
Techniques to uncover business issues of clients organ.- shoulder to
shoulder (executive round tables)
Client dialogues - risk techniques
E-business technologies
TASKS
Sources
SUB-TASKS
What info do you need
Sleuthing & feedback to channels
Attitude life long learning
TASKS
Interpreting
info in
presentable
format
SUB-TASKS
Looking for gaps / analysis
Assess issues
Know/don't know
Doing/not doing
Questions to uncover complete picture
Relevance
40
TASKS
ShareTacit
explicit
SUB-TASKS
Historical
Incentive to share/BP
Push knowledge to clients (educate)
Create customer pull (self-serve knowledge specific for clients)
Create communities of client networks
Linking clients
Operationalize self-serve
Customization of info/P&S
TASKS
Communicate
SUB-TASKS
TASKS
Accessibility /
Tools
SUB-TASKS
Internal sources - both people and info
Internet
Association/Professional publications
Where might info be stored
Repository
Link to customer knowledge need
41
TASKS
Indexing
SUB-TASKS
Put it somewhere you can use it
Maximizing ease use
Retrieveability
Store files
TASKS
Results
SUB-TASKS
Real time
TASKS
Implementation
SUB-TASKS
Customer development
Link customer information back to company
Product category
42
COMPETENCY BLOCK:
Customer Value Creation (At A Glance)
TASKS
43
TASKS
Manage your
knowledge of
the customer
and market
SUB-TASKS
44
TASKS
Create value for
every sales
opportunity
TASKS
Communicate
the value
proposition to
customers
TASKS
Leverage your
organizations
customer value
chain
SUB-TASKS
SUB-TASKS
SUB-TASKS
45
TASKS
Create and
manage a
customer value
plan
TASKS
Measure the
value realized
SUB-TASKS
Customer profile
Competitive intelligence
Customer value perceptions
Share of customers
Value opportunities
Strategies and action plans
SUB-TASKS
46
COMPETENCY BLOCK:
TASKS
Create your local area/regional
marketing plan
Network locally/regionally
Create and manage a direct mail
program
Create and manage educational and
promotional events
Organize trade shows
Enhance corporate marketing
programs (print media and broadcast)
Co-ordinate merchandising campaigns
Conduct informal market research
Conduct multi-media marketing
Create and manage telemarketing
programs
Plan promotions
47
TASKS
Create
your local
area/
regional
marketing
plan
SUB-TASKS
Establish a budget
Refer to your sales strategies and action plans
Identify all possible marketing activities (networking, direct mail, etc.)
Select appropriate activities (those that fit the budget, are linked to sales
strategies and action plans, etc.)
TASKS
Network
locally/
regionally
SUB-TASKS
Select market/industry segment that you will serve
Target the group(s) who provide the best potential return
Become a member of:
Chambers of commerce
Local business councils
Economic development groups
Trade councils/associations
Local business groups
Professional organizations
Local charity groups
Volunteer for active roles in the groups you join (join a committee, or
fill an executive position)
Work the network (collect clues and information from members)
Invite/involve your key customers in your relevant association events
Identify opportunities for association selling (benefit programs for
memberships, etc.)
Build breakfast clubs for reciprocally interested parties
Set objectives of objectives
Co-ordinate the meeting place
Arrange for guest speakers
48
TASKS
Network
locally/
regionally
(contd.)
SUB-TASKS
Present information seminars
Help customers get additional business
Volunteer for customers' Board of Directors
Build your profile in the industry (be recognized as an expert in your
field)
TASKS
Create and
manage a
direct mail
program
SUB-TASKS
Plan your own program
Set strategies
Identify centres of influence - by sector and geographically
Segment the customer database by marketing sector
Build the database
Create or identify direct mail materials
Sales materials
Target letters
Newsletters
Product reviews
Corporate videos
49
TASKS
Create and
manage
educational
and
promotional
events
SUB-TASKS
Plan the events
Follow up
50
TASKS
Organize
trade shows
SUB-TASKS
Plan for and/or participate in the show
Select the right sow (evaluate the benefit of attending vis a vis
your goals
Identify participants most likely to benefit
Establish sales objectives for show
Select the theme of the booth
Select a prime location for the booth
Design the booth/trade show set-up
Use collapsible technology
Organize shipment of booth and supplies
Link your trade show involvement to your other pro-active
communication with customers/prospects
Use the show to launch new products/services
Follow-up
51
TASKS
Enhance
corporate
marketing
programs
(print
media and
broadcast)
SUB-TASKS
Contribute to corporate marketing program development
Design ad layouts
Co-ordinate
52
TASKS
Co-ordinate
merchandising
campaigns
SUB-TASKS
Co-ordinate point of purchase (POP) material with national
campaigns
Co-ordinate point of purchase materials with print ads
Draft product packaging graphics
Create visual displays, focal areas, concept areas
Plan store shelf assortment/layout
Identify profitability per square foot
Organize and set up showrooms and displays
Work closely with retailers, designers and manufacturers
Educate customers on "best way" to present and sell merchandise
Test market products
Organize and distribute hand-out materials
Supplement supplier marketing programs with additional local
activities (personal appearances, talk show, contests)
Organize 'gift with purchase' programs
TASKS
Conduct
informal
market
research
SUB-TASKS
Block time per week for informal research
Conduct customer surveys (on new products, services, etc.)
Conduct customer advisory councils
Co-ordinate small focus group sessions to gain opinions on existing
service or desired service enhancements
Monitor performance of products
Focus on your research objective (do not sell)
Publish results of findings for customers and prospects
53
TASKS
Conduct
multi-media
marketing
SUB-TASKS
Keep current
54
TASKS
Create and
manage
telemarketing
programs
SUB-TASKS
Plan the telemarketing program
To increase sales
To generate leads
To process orders
Cost
55
TASKS
Create and
manage
telemarketing
programs
(cont'd.)
SUB-TASKS
Follow up
TASKS
Plan
promotions
SUB-TASKS
Establish sales objectives (promote new product/services)
Set budgets
Know media channels and costs
Establish timing (consider season ability of product/service usage)
Link to other events
Look for co-op opportunities
Know competition's programs
Design delivery seminars
Design brochures and marketing letters
Create demand before launching product through merchandising
Use broadcast faxing to reach targeted segments
Manage the allowance policy
56
COMPETENCY BLOCK:
TASKS
Acquire up to date product/service
knowledge
Acquire up to date technical
knowledge
57
TASKS
SUB-TASKS
58
TASKS
SUB-TASKS
59
COMPETENCY BLOCK:
60
TASKS
Create a
customer
care process
SUB-TASKS
Identify the components of an effective customer care process
Identify the best practices of existing suppliers
Determine your customer care budget (time and money)
Create and maintain a comprehensive, up to date customer database
(including all personal and business information about customers)
Profile the customer database (A, B, C)
Tailor your key customer care process with the A customers
Create a different strategy for serving non-key customers (B, C) less concentrated, less individualized
Identify future business potential
61
TASKS
Develop the
account
SUB-TASKS
Learn everything you can about the customer and the business
TASKS
Collaborate
with
customers to
create service
standards,
warranties
and
guarantees
SUB-TASKS
Collect overall customer feedback to identify expectations
62
TASKS
Educate
customers
SUB-TASKS
Create communication links using latest compatible technology
Check for understanding on all relevant systems and processes
Share your company's expertise
Invite customers to seminars, conferences, fun events. Be more
creative
Introduce customers to experts in your organization
Provide relevant information, keep customers current on products,
services, applications, etc.
Conduct training sessions
Extend the training to include your customer's clients and/or
anybody in the selling process with customer
Make presentations
Prepare manuals, support materials
Provide ongoing support
TASKS
Link
customers
with other
service/
product
providers
within your
network
SUB-TASKS
Externally and internally
Refer partners to each other
Co-ordinate joint meetings
Arrange introductions
Co-ordinate public events for circle of customers
Grow your network
63
TASKS
Support
customer
initiatives
SUB-TASKS
Support the same charities
Share corporate expertise
Participate in co-op advertising
Buy their products
Use their services
Attend their annual meetings
TASKS
Appreciate
your
customers
internal and
external
SUB-TASKS
Understand and respect corporate and ethical guidelines regarding
gifts, dinners, etc.
Highlight customers in your corporate newsletter
Publish joint articles
Invite customers to visit your organization
Invite customers on company tours
Hold customer appreciation days/events
Tell others in the network when something newsworthy happens to
a customer
Celebrate the "anniversary" of doing business together
Paying for performance
Mutuality of interest
Develop relationships internally / Influencing
64
COMPETENCY BLOCK:
Sales and Technology (At A Glance)
TASKS
Understand how to use basic
technology
Leverage the Internet as a valuable
resource
Understand your organizations
security policies
Understand the implications of
technology on your customers
Leverage technology in your role
65
TASKS
Understand
how to use
basic
technology
SUB-TASKS
Know how to use office software
Calendar/schedule
E-mail
Word processing
Databases
Presentation software
Spreadsheets
Web browser
Integrated collaborative software
PC's
PDA's (Personal digital assistant)
Cell phone/wireless
Pager
Fax
Printer
Copier
Telephony
Internet
Intranet
Extranet
Satellite
Video conferencing
Webcast
CD ROM
Audio conferencing
66
TASKS
Understand
your
organizations
security
policies
SUB-TASKS
Follow your organizations security procedures with regard to:
TASKS
Leverage the
Internet as a
valuable
resource
SUB-TASKS
Know sources and reliability of information
Client/industry/competitor research
New competitors (visibility of price and cost)
67
TASKS
Understand
the
implications
of technology
on your
customers
SUB-TASKS
Follow your customers security procedures
Know your customers capability:
TASKS
Leverage
technology in
your role
SUB-TASKS
Understand how technology can assist you personally in your role
68
COMPETENCY BLOCK:
69
TASKS
Generate sales
administration/
operations
reports
SUB-TASKS
Complete call reports:
Monthlies
Weeklies
Quarterlies
TASKS
Provide
feedback
SUB-TASKS
Share relevant customer feedback internally with other members of
the team including sales management
Report sales situations to team members for the purpose of building
additional sales approaches and strategies
Speak to appropriate departments about:
Product ideas
Market opportunities
Customer satisfaction levels
Sell-through by:
70
TASKS
Analyze, read
and interpret
sales
information
SUB-TASKS
Set aside time to read sales information (reports, audits, articles)
Read and understand management information (company statement,
strategic goals, etc.)
Provide customers regular progress reports on customers' sales
performance
TASKS
Track
fulfillment
of the order
SUB-TASKS
Set up new customer accounts
Complete order entry
Check inventory
Co-ordinate interdependent department/functions and/or processes
Co-ordinate outside resources
Conduct interdepartmental meetings
Reporting status of order to client
Customize work/job when necessary
Take accountability/responsibility for work being completed to
customer's satisfaction
Handle complaints, returns promptly and professionally
71
TASKS
Maintain
support
systems
SUB-TASKS
Gather and organize all sales information
Read all memos, updates, faxes (company and customer vendor
product) and files
Maintain customer database files
Maintain current data files (hard copy files and the electronic
database)
Organize and update:
72
COMPETENCY BLOCK:
73
TASKS
Create a
personal
vision/
mission
SUB-TASKS
Clarify/prioritize self values and consider the value of others
Ask yourself key questions about what is important in your life, what
you want to do and be
Clarify expectations of yourself and expectations others have of you
Identify what you need to do to be successful (personal standards,
targets, goals, principles)
Review how your personal vision aligns with/supports the
corporate/functional/department mission
Set specific short and long-term goals (a five-year plan) - ensure
measurability
Translate the vision into actionable steps
Spend your time according to the priorities that emerge from your vision
Integrate the vision into daily practice
Reconnect frequently with your vision and change accordingly
74
TASKS
Balance
your life
SUB-TASKS
Clarify roles and responsibilities with respect to:
Family
Career
Community
Self
Recognize that there will be moments when you must choose to change
or reevaluate your plans
75
TASKS
Manage
your
attitude
SUB-TASKS
Know your personal and professional motivators and focus on
activities to accomplish your goals
Identify your positive attitude attributes and build on them
Challenge yourself break old habits, move out of your comfort zone
Practice innovative techniques for out of the box creative thinking
Establish stretch, but SMART goals for yourself
Seek out support and feedback from others on the team, in the
organization/community etc.
Surround yourself with positive people
Eliminate self criticism
Identify daily/weekly accomplishments
Engage in positive "self talk"
Visualize positive performance
Recognize and document your success and failure patterns and know
how to pick yourself up
Consider success patterns of others and mirror them
Keep and refer to evidence of past successes (awards, trophies, letters
of praise, etc.)
Read inspirational material, audiotapes, etc.
Get in the right frame of mind for constructive feedback and do
something positive with the information
76
TASKS
Practice self
discipline
SUB-TASKS
Be accountable for your performance
Identify what you need to do to be successful
Communicate your priorities to others
Make and honour appointments with yourself and others
Protect the time you scheduled for yourself from distractions - people
and events
Practice relaxation and energizing techniques
Guard against personal procrastination or rationalization
Plan your work and work your plan
Continue on in spite of adversity or difficulty
Reward yourself
TASKS
Manage
your time
and
activities to
increase
return on
investment
SUB-TASKS
Isolate key success activities and prioritize them
Break down large tasks down into manageable action steps (set time
frames)
Create daily/weekly action plans and implement them
Create or adopt a time management system and follow it
Set aside appropriate blocks of time for goal-related activities
Make the best possible use of support people/resources to accomplish
tasks
Continuously look for ways to improve - effectiveness, efficiency and
productivity
77
TASKS
Manage
your
professional
development
SUB-TASKS
Take inventory of your personal interests, abilities, skills, knowledge,
etc.
Identify and priortize the strengths and gaps
Investigate all aspects of your current job to identify new
opportunities for development
Assess your level of competency in your current job and identify
opportunities for development
Use available assessment tools (self-assessment, feedback from
relevant people)
Identify your desired next steps for your career path
Identify the competency requirements for your career path
Create a personal growth strategy/career path
Set personal goals and timeframes for achieving them
Invest in your own development (take courses, attend seminars, etc.)
Identify coaches or mentors that can provide career development
support
Serve as a mentor
Practice self-directed learning (read books and association
publications, listen to tapes, watch videos, etc.)
Schedule regular practice sessions for key skills
Learn from your mistakes
Learn and invest in sales tools (e.g. hardware and software)
Become knowledgeable and actively involved in professional
associations (CPSA, customer-affiliated associations, industry
specific associations, etc.)
Maintain your personal health and wellness
78
TASKS
Manage
your career
SUB-TASKS
Create and work your career plan
Link the career plan to your professional development plan
Create a list of desirable positions, companies, product lines, etc.
Talk to people who are currently in the job/field you wish to move to
(or who have done it in the past)
Identify what you are prepared to do to get the next job
Keep you resume current (consider what to do with it)
Interview to learn more about opportunities of interest to you
Review, revise your plan regularly
TASKS
Manage
stress
SUB-TASKS
Identify types of stress
79
TASKS
SUB-TASKS
80
COMPETENCY BLOCK:
81
TASKS
Understand
the corporate
business plan
/department
objectives
SUB-TASKS
Read the business plan understand corporate strategies and
objectives
Clarify the plan with your manager/coach
Ask questions to check understanding
Understand your role and your goals as part of the overall plan
Document your role and goals as part of your sales plan
TASKS
Analyse and
segment the
market
SUB-TASKS
Identify the boundaries of the market
Know your territory (i.e. physical/geographic terms)
Identify important market segments
Research and identify information about potential business, existing
business and centres of influence
Analyse your current customer base
Key contacts
Business/products
Level of satisfaction
Demographics
Existing and future picture (who will stay the same, who will
grow, etc.)
Your customer's customers
Your percentage of market share
Total sales ($) versus number of customers
82
TASKS
Research
the
competition
SUB-TASKS
List your competitors
Develop strategies to learn about the competition
Size of company
Experience within the industry
Financial picture
Market share
Marketing strategy and value proposition
Products/services
Pricing
Service guarantees/warrantees
Packaging and delivery
Distribution systems
Sales processes
Skill level, expertise, and effectiveness of the sales force
83
TASKS
Analyse
individual
existing
customers
SUB-TASKS
Review your sales history
Research your customer's business
84
TASKS
Analyse
products/
services
SUB-TASKS
Develop technical knowledge about products and services
85
TASKS
Negotiate
your sales
target
SUB-TASKS
Talk to your manager to understand what targets have been set (top
down)
Assess potential from existing business, new business, repeat business
Consider business you may lose
Review the variance (both positive and negative) between previous
year's results and targets
Establish sales targets by
Product line
Customer
Market segments
86
TASKS
Create
your sales
strategies
SUB-TASKS
Review previous year's results for key learning (actual results against
plan, won business as well as, lost or terminated business, etc.)
Conduct a SWOT analysis (strengths, weaknesses, opportunities and
threats)
Identify any other issues facing your company and/or product line or
service
Look at global conditions (economic factors, social factors, political
factors, technological factors, environmental factors)
Know and understand industry trends and your company's response to
these future needs
Develop strategies based on the analysis
Align strategies with your company's strategies and corporate values
Anticipate competitor's responses to your strategy
Document your sales strategies as part of your sales plan
TASKS
Set objectives
to achieve
your sales
targets
SUB-TASKS
Align objectives with sales strategies, targets, and prior analysis
Ensure that the objectives are SMART (specific, measurable,
achievable, results focussed, time framed)
Incorporate checkpoints to review progress
Gain approval from your manager
Document your objectives as part of your sales plan
87
COMPETENCY BLOCK:
TASKS
88
TASKS
SUB-TASKS
On days
Off days
Customer urgent days (schedule critical/customer urgent time)
E-mail and voice mail
personal development
89
TASKS
Forecast
sales results
SUB-TASKS
Forecast annually/quarterly/monthly/weekly
Analyze sales reports
Predict sales volume per customer/prospect:
Dollar
Unit
Product mix
Penetration
Repeat business
Quarter/year/monthly numbers
TASKS
Analyze
Customer
segments
SUB-TASKS
Identify high-value customers using the following as criteria
Cost to serve
Potential share of customer
Lifetime value of customer
90
TASKS
Manage
sales funnel
SUB-TASKS
Determine your sales funnel and ratios
Move customer from one stage within funnel to next (suspect,
prospect, hot or critical one)
Link sales activities to the stage in the funnel
Use the funnel for both self-management and with your sales manager
TASKS
Manage
territory /
customer
SUB-TASKS
Identify the territory (e.g. industry, channel, customer, geography)
Identify value of current accounts and potential
Identify potential within your territory (prospects, suspects)
Monitor cost per call (what's profitable)
Plan your route, current and prospective
Use your waiting time effectively (read, answer mail, write memos,
etc.)
Schedule time for follow-up
91
TASKS
Manage
your sales
activities
SUB-TASKS
Plan your activities
Acquisition
Retention
Expansion
Contact customers and prospects (telephone, send direct mail, email, faxes, etc.)
Set appointments
Keep appointments
Continually reference and update your plan
Follow up your plan
92