The tactical presentation
Selling involves strategy and the driver of any good tactical plan is a robust sales funnel. For a sales presentation to succeed, you need to be in the right place, with the right person, at the right time.
All this requires good data on your sales prospects. Why? Consider your odds at winning any sales deal. In an article by James Duffy, author of More Than Account, he explains that 8% of sales people capture 80% of the sales, and that 80% of their prospects buy after being asked for the fifth time. In other words to be among the top 8% of individuals who close most accounts, you need persistence, dedication, and a really good sales funnel. Your most precious commodity — selling time — is maximized if you have good data on your prospects.
A sales funnel
What should be in your sales funnel? Start with a list of your top 10 prospects and key account penetration opportunities. For each of these accounts, record the following information:
- Quantity —Quantify the product or service you are selling in either dollars or volumes. Be specific. For example, you are proposing 100 computers per month, or a $200,000 automated system.
- Next step – What needs to be done on the next call to move the decision forward? Do you plan to bring a specialist to demonstrate the product or service to prove the cost savings, for instance?
- Timing – When do you expect to accomplish the next step?
- End date – What is your estimated date for the completion of the sale?
Prioritize and Review
Your sales funnel should be prioritized, reviewed weekly, and discussed with a sales manager monthly. Operate with the adage, “If it isn’t measured and reviewed consistently, it won’t happen.” A good funnel allows you to see each sale in motion and gives you the confidence today that will ensure a closure tomorrow.
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