1. business and industrial

CPSA Sales Institute
♦
Key Competencies
for
Sales Representatives
TABLE OF CONTENTS
COMPETENCIES
Page
I.
Account Management (At a Glance)
1
II.
Business Acumen (At a Glance)
5
III.
Communication (At a Glance)
14
IV.
Consultative Selling Skills (At a Glance)
27
V.
Knowledge Management (At a Glance)
39
VI.
Customer Value Creation (At a Glance)
43
VII.
Local Area/Regional Marketing (At a Glance)
47
VIII.
Product & Technical Knowledge (At a Glance)
57
IX.
Relationship Building (At a Glance)
60
X.
Sales & Technology (At a Glance)
65
XI.
Sales Administration (At a Glance)
69
XII.
Self Development (At a Glance)
73
XIII.
Strategic Sales Planning (At a Glance)
81
XIV.
Time & Territory Management (At a Glance)
88
(Revised July 2003)
COMPETENCY BLOCK:
Account Management (At A Glance)
TASKS
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Develop Account Plan
Connect And Navigate
Build The “Value Case”
Implement and Operationalize
*Information is based on the input of participants from a one-day
session.
1
Sales Representatives' Competencies
Competency Block: Account Management
TASKS
Develop
Account Plan
SUB-TASKS
ƒ
Build Account Profile
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Identify business drivers (vision, key strategies, objectives,
including e-business strategy)
Research account history
Complete a win/loss analysis
Review the organization chart
Complete stakeholder analysis and analysis of key
relationships
Review current share of customer and competitor’s share of
customer
Analyze customer interaction points (i.e. channel analysis)
Complete Sales Opportunity Analysis
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Identify customer needs, challenges, buying criteria, decisionmaking process
Identify sales opportunities, and value propositions—new
business, extension and growth per customer and per integrated
solution
Set targets per customer, per product within account (annual,
quarterly, monthly)
Develop Your Sales Strategy
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Identify challenges and resources
Determine what is needed to win
Develop sales strategies
ƒ Direct hit
ƒ Value-added
ƒ Revisioning
ƒ Development
Develop Sales Tactics
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CPSA Sales Institute
Prioritize quick wins, medium and long-term sales cycles
Develop a sales plan that includes the categories “action
items”, “by when”, “resources” and “results”.
2
Sales Representatives' Competencies
Competency Block: Account Management
ƒ TASKS
Connect and
Navigate
ƒ SUB-TASKS
ƒ
Make Key Contacts
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Identify top tier/key buyers
Overcome blockers/barriers
Obtain reference for the key buyer
Gather Key Information
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Confirm customer intelligence
Reconfirm business needs
Identify all stakeholders in buying process
Complete An Opportunity Assessment
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Validate opportunities
Identify new opportunities
Build CRM Database
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Link to contact management system
Continual update and communication
Influence And Engage Internally
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Inform and co-ordinate CPC customer facing positions
(channels) as needed
Engage appropriate executive sponsors
Connect Leverage Points
− Engage during sales process
− Conduct pre and post client meeting debriefs
ƒ Manage relationships, information, business opportunities,
customer satisfaction
ƒ Incorporate new information and change action plans
CPSA Sales Institute
3
Sales Representatives' Competencies
Competency Block: Account Management
ƒ TASKS
Build the
“Value Case”
ƒ SUB-TASKS
ƒ
Propose And Present
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Create and communicate value levers
Build model to justify impact of solutions
Quantify benefits/value to the customer
ƒ TASKS
Implement and
Operationalize
ƒ SUB-TASKS
ƒ
Fulfill Commitment
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Follow-up internally/externally
Monitor and measure sales performance
CRM
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ƒ
Develop and grow relationships with key customers/
stakeholders
Act on new information
Monitor customer satisfaction
Monitor Results
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CPSA Sales Institute
Customer satisfaction and loyalty
Sales revenue versus targets
Value added
Value plan metrics
4
COMPETENCY BLOCK:
Business Acumen (At A Glance)
TASKS
ƒ Understand general business
management
ƒ Demonstrate fair competitive practices
ƒ Demonstrate ethical behavior
ƒ Understand and use contracts
ƒ Understand government legislation
and governing bodies
ƒ Understand insurance and liability
ƒ Comply with corporate policies
ƒ Understand financials
ƒ Think globally and act locally
ƒ Follow industry standards
*Information is based on the input of participants from a one-day
session.
5
Sales Representatives' Competencies
Competency Block: Business Acumen
TASKS
SUB-TASKS
Understand ƒ Understand a common body of management knowledge, including:
general
− Financial management
business
− Human resources management
management
− Information technology management
− Marketing management
− Operations management
− Strategic planning management
ƒ Identify key interrelationships connecting the organization
ƒ Identify key components in strategic and business plans
ƒ Understand the customer value chain throughout the organization
(know all customer touch points through the organization)
ƒ Be aware of new business practices and their impact on the way you
do business with the customer (e.g. ERP, new online practices, etc.)
ƒ Identify industry, national and global trends
CPSA Sales Institute
6
Sales Representatives' Competencies
Competency Block: Business Acumen
TASKS
SUB-TASKS
Demonstrate ƒ Follow appropriate professional code of conduct
fair
ƒ Keep a competitive intelligence file
competitive
practices
ƒ Know the implications of the competition's activities
ƒ Develop relationships with competitors - explore common areas of
interest
ƒ Be aware of franchise rights
TASKS
SUB-TASKS
ƒ Follow ethical codes of conduct
Demonstrate
ethical
ƒ Understand your customers' codes of ethics
behavior
ƒ Declare conflicts of interest (related orders that compete, etc.)
ƒ Maintain confidentiality
ƒ Honor your commitments (timeframes/deliverables, etc.)
ƒ Use property and information for business only
ƒ Use internet for business only on company time
CPSA Sales Institute
7
Sales Representatives' Competencies
Competency Block: Business Acumen
TASKS
Understand
and use
contracts
SUB-TASKS
ƒ Define contract law as it pertains to your product/service/company
ƒ Know the elements required in a contract and/or refer to legal
department
ƒ Define licensing as it pertains to your product/service/company
ƒ Identify forms of corporations/companies
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Proprietary owners
Partnerships
Limited companies
Corporations
Franchises
ƒ Use employment contracts
ƒ Negotiate and renegotiate contracts with companies, customers,
suppliers, etc. or liaise with the purchasing department
ƒ Anticipate contingencies and put additional elements into the contract
to prevent misunderstandings/problems
ƒ Adhere to contracts (verbal and written)
ƒ Know the implications of bankruptcy, change of ownership, etc. with
regard to the contract
CPSA Sales Institute
8
Sales Representatives' Competencies
Competency Block: Business Acumen
TASKS
Understand
government
legislation
and
governing
bodies
SUB-TASKS
ƒ Respond appropriately to governing bodies
ƒ Follow federal, provincial and local regulations
ƒ Follow employment standards
ƒ Apply the principles of human rights legislation
ƒ Comply to equity and harassment legislation
ƒ Keep current on employment law as required
ƒ Be aware of and familiar with
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Sale of Goods Act
Consumer Protection Act
Competition Act
And other federal and provincial statutes that apply
ƒ Obtain licenses and certification
ƒ Track impending legislative issues
TASKS
Understand
insurance
and liability
SUB-TASKS
ƒ Insure for personal liability
ƒ Know your product and company liabilities
ƒ Carry the proper insurance coverages
CPSA Sales Institute
9
Sales Representatives' Competencies
Competency Block: Business Acumen
TASKS
Comply with
corporate
policies
SUB-TASKS
ƒ Identify all company patents, trademarks, copyrights, etc.
ƒ Use company logos and adhere to standards
ƒ Ensure proprietary intellectual property stays within the corporation
ƒ Follow corporate policies
ƒ Understand and demonstrate sound environmental practices
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CPSA Sales Institute
Know the best practices as it pertains to your
product/service/company
Know the information on the environmental attributes of
products (e.g. recycling)
Review current packaging and/or excessive packaging/direct
mail
10
Sales Representatives' Competencies
Competency Block: Business Acumen
TASKS
Understand
financials
SUB-TASKS
ƒ Know the financial details of your customers
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Use the sales planning process to identify opportunities to impact
on business goals and strategies (bottom line)
Scope the options available for improved customer profits
Understand how customer's costs are generated (labor costs,
work flow processing costs, material costs, manufacturing costs,
distribution costs, etc.)
Understand the customer's operations (market share, growth
strategies)
Understand and analyze balance sheets, profit and loss
statements, financial budgets, sales reports and operating results
Understand key financial indicators (contribution margin, profit
contribution, discounted cash flow, accounting rate of return,
investment risk, etc.)
Understand key financial ratios (current ratio, net profit to net
worth, net profit to net sales)
Understand how your customer’s performance is measured with
his/her company
ƒ Know the financial details of your company
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Understand all the same financial information about your
organization (see above)
Know how to read and interpret financial and sales reports
Know a variety of financing resources you can offer your
customers
Know list pricing, cost structure, cost of sales, gross margins of
your products and services
Know what influences may impact the cost of your product or
service (world shortages, increase in price of raw materials, etc.)
ƒ Know the financial details of your personal circumstances
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CPSA Sales Institute
Know your financial needs and goals
Understand and monitor your commission structure, salary,
draw, expense plans, etc.
Take maximum advantage of Canadian tax laws
Obtain personal necessary insurance's (liability, disability,
automobile, etc.)
11
Sales Representatives' Competencies
Competency Block: Business Acumen
TASKS
Follow
industry
standards
SUB-TASKS
ƒ Review industry standards
ƒ Know and follow self regulated/company standards
ƒ Meet/exceed industry standards
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ISO 9000
TQM (Total Quality Management)
Customer service/satisfaction/loyalty
ERP (Enterprise Resource Planning), CRM (Customer
Relationship Management)
ƒ Informally benchmark against standards
ƒ Know how the competition rates against the standards
ƒ Follow industry trends
ƒ Be aware of recent legal settlements/rulings
CPSA Sales Institute
12
Sales Representatives' Competencies
Competency Block: Business Acumen
TASKS
Think
globally and
act locally
SUB-TASKS
ƒ Read and learn about the countries/companies that you are currently
doing business with (or markets you may be entering):
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Know international copyright protocol
Develop an awareness of political, economical, language, social,
technological, culture
Learn another language that will benefit you/your company
Understand and follow appropriate business etiquette
Understand international financing/currency
Join the export association
Learn about the excise and tax legislation
ƒ Investigate associations, professions with international associations
ƒ Adapt sales process, presentation and communication style to the
culture/country/company that you are doing business with
ƒ Identify new products and services and opportunities to your
company
ƒ Know the global reach of your customers
ƒ Liaise with other sales representatives from your company that are
serving your customer in other markets (i.e. multinational or global
industries)
CPSA Sales Institute
13
COMPETENCY BLOCK:
Communication (At A Glance)
TASKS
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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
*Information is based on the input of participants from a one-day
session.
14
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Listen
effectively
SUB-TASKS
ƒ Remove or reduce barriers to listening
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Preoccupation (with what you are going to say next)
Prejudgement (preconceived assumptions or stereotyping based
on appearance, gender, age, etc.)
Distractions
ƒ Display interest through appropriate use of body language (eye
contact, gestures) or words ("I see, Go on")
ƒ Respect and show empathy for the speakers feelings and opinions
ƒ Paraphrase or ask questions to
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Show interest
Confirm understanding
Clarify information or unclear messages
ƒ Summarize to ensure understanding
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Restate the main points and supporting ideas
Check for agreement
ƒ Let the speaker complete the message, refrain from interrupting,
wait for information
ƒ Watch for the non-verbal part of the message listen with a sense of
curiosity about speakers needs, expectations, etc.
ƒ Be aware of the speaker's culture/work environment
ƒ Take detailed notes, record key points
ƒ Recognise and respond to buying signals
ƒ Confirm communication by clarifying understanding and closing
the loop
CPSA Sales Institute
15
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Probing
questions
SUB-TASKS
ƒ Use open-ended questions when appropriate. Open ended questions:
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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
ƒ Use closed-ended questions when appropriate. Closed ended
questions:
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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
ƒ Use high gain questions when appropriate. High gain questions:
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Demand a more thoughtful response
Ask the other person to interpret information and produce new
high quality insights and information (how would you compare
our service to that of the competition?)
ƒ Use mirror questions when appropriate. Mirror questions:
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Repeat information as questions to clarify ('I need 4 samples for
each store.'; So, if you have 12 stores then you'll need 48
samples?)
ƒ Use probing questions when appropriate. Probing questions:
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Ask for more details (What other needs have your customers
expressed?)
ƒ Use situation questions when appropriate. Situation questions:
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CPSA Sales Institute
Collect facts, information and data about the other person's
situation
Focus on the necessary information (i.e. Information that links
directly to your products and services - how many items do you
currently ship monthly? Do you see this number changing in the
next quarter?)
16
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Probing
questions
(cont'd.)
SUB-TASKS
ƒ Use problem questions when appropriate. Problem questions:
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Uncover actual, potential or implied needs
Probe for problems, difficulties or dissatisfactions (Are you
satisfied with the way that your current supplier is handling your
account?)
ƒ Use implication questions when appropriate. Implication questions:
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Demonstrate the seriousness and costs of the problem/need and
the value of the solution
Help the other person see beyond the immediate problem to the
underlying effects and consequences (What do you estimate is
the cost to your company of the returned or defective products?)
ƒ Use blue sky questions when appropriate. Blue sky questions:
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Engage the other person in creative thought
Widen the horizons to include innovative new ideas
Produce fresh ideas or insights for your products and services (If
anything were possible, what else could we do for your
company?)
ƒ Use qualifying questions when appropriate. Qualifying questions:
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CPSA Sales Institute
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
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Provide
continuous
feedback
SUB-TASKS
ƒ Give and receive feedback with customers:
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Create a positive, constructive format to give and receive
feedback
Schedule feedback sessions
Use appropriate listening and questioning skills
Use bias-free language (spokesperson versus spokesman)
Use appropriate body language and be aware, read customers
body language
Use correct gender terminology (women versus girls)
Share ownership, let the other person own 50% of the feedback
discussion
Conduct meetings
Prepare newsletters, updates, send industry information, releases,
etc.
Send birthday cards, congratulations, personal
acknowledgements
Write business plan cases, application models
Learn from the feedback, assess customer reaction/response, reassess your position and respond accordingly
ƒ Give and receive feedback with internal departments:
−
Design a communication system/process share
information/successes via meetings, etc.
− Network with all relevant resources:
•
Other departments
•
Customer service
•
Management/sales
•
Colleagues/peers
•
Suppliers
ƒ Gain commitment from others to work together in the interest of the
customer
ƒ Conduct meetings
ƒ Utilize the feedback to identify opportunities for product/service
improvements
ƒ Check back with support staff, other departments, etc.
CPSA Sales Institute
18
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Communicate
according to
customer type
SUB-TASKS
ƒ Analyse customer attitudes, behaviours and styles
ƒ Develop criteria to assess the customer type
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How does the customer like to make decisions?
How does the customer like to receive and process information?
What are the customers’ hot buttons?
ƒ Vary your approach in accordance with the customers personality
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CPSA Sales Institute
If customers talk and move quickly, adjust your rate of speech
and movements
If customers are task oriented, shift your focus to tasks
19
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Negotiate for
agreement
SUB-TASKS
ƒ Prepare for the negotiation
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Research competitors pricing, customer’s history, business
potential, etc.
ƒ Create trust
ƒ Focus on interests
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Determine what is most important to the customer, and what is in
your company's best interests
ƒ Invent options for mutual gain
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Brainstorm to expand or extend opportunities or alternatives
ƒ Use objective criteria
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Use independent data to help the customer realize that your
proposal/pricing etc. Is fair
ƒ Focus on the negotiation and not on the people
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Keep a positive outlook and tone
Communicate effectively
Balance emotions with reason
ƒ Determine your customer's negotiating style and adjust your style
accordingly
ƒ Ensure that your negotiation process is in alignment with your
company's core values
ƒ Strive for a "win win" outcome
ƒ Fulfil promises & agreements that resulted from the negotiation
CPSA Sales Institute
20
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Deliver sales
presentations
SUB-TASKS
ƒ Prepare for the presentation
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Identify customers’ needs (consider demographics, education,
experience, interests, etc.)
Choose a location for the presentation
Plan the agenda, content, structure of the presentation
Practice (in front of a mirror, in front of others, etc.)
ƒ Design the content
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Match the sophistication of your presentation to the
sophistication of your customers
Research latest information
Include product/service information, updates, ideas, etc.
Organize your information in a logical and orderly manner
Focus on features advantages and benefits of your
products/services
Give the customers “just enough” information to inform but
not to overwhelm
Create materials to hand out to customers
Create support materials, audiovisual, slides, etc.
Review the presentation materials and handouts for spelling
errors, typographical errors, etc.
Review the presentation materials and handouts for clarity of
message, brevity of message, etc.
Revise and edit the presentation
ƒ Utilize appropriate technology (video conferencing, overhead
projectors, videos, computers, etc.)
ƒ Deliver the presentation
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CPSA Sales Institute
Confirm customers’ needs by reviewing the
agenda/presentation plan
Adjust your pace, voice, etc. to the customers’ needs, size of
the room, etc.
Tell the customers what’s coming every time you move to a
new topic
Involve the customers, encourage interaction, discussion,
questions and answers
End your presentation by restating the key highlights/ideas and
ask for commitment to the sale
21
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Deliver sales
presentations
(cont’d)
SUB-TASKS
ƒ Follow up
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Thank the customers for attending
Evaluate the presentation for effectiveness and make
adjustment in future presentations
ƒ Fulfil any commitments to provide further information, answers to
question, etc.
TASKS
Written
Communication
SUB-TASKS
ƒ Write sales letters
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CPSA Sales Institute
Plan the letter
•
Identify your audience
•
Set the objective
Write the content
•
Organize ideas in a logical and orderly manner
•
Utilize existing sales letter prototypes/formats if they are
appropriate
•
Use appropriate sales language, avoid jargon and technical
descriptions
•
Create interest by appealing to your customers’ needs
•
Attract attention through special promotions, offers, etc.
•
Use a strong close that will motivate the customer to take
action
Check the letter
•
Review the letter for spelling, grammar, and typographical
errors
•
Review the letter for clarity of message, brevity of
message, etc.
•
Revise and edit the letter
Send the letter
•
Address the letter to the specific target customer
•
Ensure that all address information is correct, spelling of
names, title/position, etc.
•
Determine method of delivery (bulk mail, regular post,
courier service, hand delivery)
Follow up
•
Telephone, email or personally visit the customer
•
Offer to arrange a time to discuss the details of the
proposal, answer questions, etc.
•
Thank the customer for the opportunity to bid on the
proposal regardless of the outcome
22
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Written
Communication
(cont’d.)
SUB-TASKS
ƒ Write proposals
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CPSA Sales Institute
Plan the proposal
•
Identify the customers’ needs
•
Set the objective
•
Gather information, facts, company background, samples,
etc.
•
Assess and strategize to meet the needs of the customer
Develop the content
•
Focus immediately on business concerns
•
Describe the product or service you are recommending
and explain how it meets the customers’ need
•
Make a clear recommendation for action
•
Address all cost concerns/issues
•
Comply with the specs/criteria (i.e. tender)
•
Include supporting information, documents, statistics
•
Make terms of the proposal clear (terms, dates, prices,
etc.)
•
Highlight sensitive information (i.e. system designs,
creative solutions, pricing structures)
Check the proposal
•
Review the proposal for spelling, grammar, and
typographical errors
•
Review the proposal for clarity of message, brevity of
message, etc.
•
Revise and edit the proposal
Deliver the proposal
•
Package and format to appeal to the customer
•
Ensure the proposal arrives by the deadline date
•
Send by traceable means or personally deliver
Follow up
•
Telephone to ensure the proposal was received on time
•
Offer to arrange a time to discuss the details of the
proposal, answer questions, etc.
•
Thank the customer for the opportunity to bid on the
proposal regardless of the outcome
23
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Deliver
training to
customers
SUB-TASKS
ƒ Conduct training sessions
ƒ Provide product/application knowledge
ƒ Prepare manuals, support materials
ƒ Provide ongoing support
ƒ Extend the training to include customers and/or anybody in the
selling process with the customer
ƒ Evaluate the training and modify accordingly
ƒ Follow up on the training to add further value
ƒ Inform customers of third party training opportunities
TASKS
Educate others
SUB-TASKS
ƒ Educate your internal departments, support functions, etc.:
−
Ensure that they understand your customers’ needs and
expectations
ƒ Educate the broader public (consumers):
−
Participate in associations, public forums, conferences, training
events
ƒ Keep others aware of third party training opportunities
CPSA Sales Institute
24
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Conduct
telephone sales
calls
SUB-TASKS
ƒ Prepare for the call
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Identify the customer/prospect and determine potential needs
Set an objective for the call
Organize key discussion points
Rehearse the call, make a recording or tape of your voice and
playback to reveal areas for improvement
Gather reference materials, customer files so they are easily
accessible
Determine the resources you will need (pen, pencil, calculator,
price schedules, etc.)
ƒ Make the call
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Get past barriers (know the direct extension number, make an
ally of the secretary, etc.)
Ensure that you have the right person
Request permission to continue
Check to ensure this is an appropriate time
Focus on your objective, the reason for the call
Use effective questioning and listening skills
Follow the consultative selling process
Use your voice effectively (inject variety, keep tone even,
adjust volume, vary the pace, etc.)
Convey through verbal messages what is usually conveyed by
visual clues (put a smile in your voice, keep a mirror in front of
you to ensure this)
Turn on all perceiving receptors to interpret what is being said,
how it is being said and what is not being said
Speak precisely using positive strong works (i.e. “I know”
versus “I think”)
Record key points
End the call by summarizing (I understand…, we have
agreed…, the next step is…)
Thank the other person
Hang up last
ƒ Follow up
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CPSA Sales Institute
Document the call for your records
Diarize next steps
Do what you agreed to do
25
Sales Representatives' Competencies
Competency Block: Communication
TASKS
Identify
communication
vehicles
SUB-TASKS
ƒ Identify and use communication vehicles effectively:
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E-mail
Internet
Written memos/reports
Process maps
Diagrams/Graphs
TASKS
Facilitation
SUB-TASKS
ƒ Create an agenda
ƒ Prepare all materials before the session
ƒ Open the meeting by reviewing objectives and agenda
ƒ Develop and post a parking lot
ƒ Be aware of group dynamics to encourage total participation
ƒ Manage conflicts when/if it arises
ƒ Follow the agenda timelines
ƒ Summarize key action steps and responsibility list
CPSA Sales Institute
26
COMPETENCY BLOCK:
Consultative Selling Skills (At A Glance)
TASKS
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Prospect for potential customers
Plan for the initial contact
Contact the prospect
Plan the sales call
Open the sales call
Uncover needs
Present solutions/options
Address objections
Use the sales tools
Ask for the business
Follow up the sale
*Information is based on the input of participants from a one-day
session.
27
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Prospect for
potential
customers
SUB-TASKS
ƒ List sources for developing prospect lists (existing customer lists,
lost business, referrals, databases, trade associations, trade
magazine, networking, etc.)
−
Utilize electronic customer databases/contact management
software
ƒ Observe where competitors are calling and use this information for
prospect lists
ƒ Develop the prospect list
ƒ Research general information about prospects to determine potential
ƒ Prioritize the prospect list based on the research
ƒ Update and revise the list regularly
ƒ Liaise with call/contact centre
CPSA Sales Institute
28
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Plan for the
initial contact
SUB-TASKS
ƒ Establish and maintain prospect files
ƒ Obtain strategic information about the prospect's situation
−
−
−
Contact trade associations, chambers of commerce,
government and public libraries, databases
Analyze the current situation (who they are buying from, what
they are buying)
Record information in prospect file
ƒ Qualify the prospects (need or want, type and size of business,
financial condition, appropriateness of your product/service)
−
−
Consider the decision-making process (time, budget)
Consider the decision-making style (buyer level, etc.)
ƒ Learn about the prospect
−
−
−
Observe the prospect in action at work (or spend time in the
organization)
Manage all the people in the enterprise as appropriate
Record information in prospect file, manage entire enterprise
account
ƒ Identify the potential opportunities
ƒ Set contact objectives (primary goal, secondary goal, etc.)
ƒ Review the industry trends, challenges, issues
−
−
−
−
Know the gaps
Know the competition
Know your competitive positioning
Know your value proposition and position versus the
competition
ƒ Plan daily prospect activities
CPSA Sales Institute
29
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Contact and
Qualify the
prospect
SUB-TASKS
ƒ Write a personal letter, e-mail
−
−
Send a sales promotion gift or brochure in addition to the letter
if appropriate
Use effective business writing skills
ƒ Telephone the prospect
−
Use effective telephone communication skills
ƒ Ask the person who provided the referral to set up an appointment
or ask for and obtain the appointment
−
Determine timing, location, etc.
ƒ Use the planned sales strategies and tactics
ƒ Record details of the conversation
−
−
CPSA Sales Institute
Diarize the telephone call and meeting date
Note key learning in prospect file
30
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Review and
plan for the
sales call
SUB-TASKS
ƒ Review and analyze prospect file
ƒ Identify the potential opportunities
ƒ Set the sales call agenda
ƒ Set the sales call objectives (primary goal, secondary goal, etc.)
ƒ Determine sales strategies/tactics to achieve your objective
−
−
−
−
−
−
Master product knowledge
Identify and organize materials/data required
Develop a strong/compelling opening statement tied to customer
needs and benefits
Plan a variety of questions (open ended, close ended, high gain,
etc.)
Organize the questions to encourage maximum response (begin
with open ended questions, conclude with close ended)
Anticipate prospect's questions and objections and plan your
responses
ƒ Rehearse your approach
ƒ Reconfirm the appointment
TASKS
Select and
Use the sales
tools during
process
SUB-TASKS
ƒ Collect all the sales support materials
ƒ Analyze for prospect use
ƒ Personalize the materials you leave with the prospect (add your name
and phone number, highlight key information, etc.)
ƒ Select and use the sales tools at the appropriate time during the
process to emphasize key messages and solutions
ƒ Have all sales tools accessible and be pro-active
CPSA Sales Institute
31
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Open the
sales call
SUB-TASKS
ƒ Greet the prospect
−
−
−
−
−
Be on time
Dress professionally
Make eye contact and shake hands
Use the person's name
Exchange business cards
ƒ Build rapport
−
−
−
−
Establish and build credibility
Establish and build commonality
Talk about topics other than the sales objective (the weather,
sports, etc.)
Align with (mirror and match) the prospect/company
ƒ Communicate your sales call objective
−
−
−
−
−
−
−
Present an agenda and time frame
Gain agreement to the agenda and time frame
Summarize the events/conditions that led to the sales call
Establish purpose/intent (refer to the reason/benefit - why you are
there)
Confirm that the prospect is the decision maker
Explain the prospect's role in the sales call
Ensure the propriety of the information the prospect shares with
you
ƒ Listen to prospect's objectives
−
−
Ask the prospect to express needs, concerns, and expectations
Work prospect needs into the agenda
ƒ Confirm agreement to objectives
−
−
CPSA Sales Institute
Make sure the prospect understands and agrees with your
objectives
Confirm the potential
32
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Identify needs
and/or
opportunities
SUB-TASKS
ƒ Ask the questions you have planned
ƒ Listen actively
ƒ Encourage responses through body language (leaning forward)
and verbal language ("tell me more about that")
ƒ Focus the discussion on the interests and needs of the prospect
ƒ Reconfirm needs frequently
ƒ Use effective feedback skills (i.e. paraphrasing, summarizing) to
check understanding
ƒ Involve the prospect fully (i.e. ask the prospect to identify the
benefits of your product/service)
ƒ Uncover buyers' selection criteria
ƒ Identify budgets
CPSA Sales Institute
33
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Present
solutions/
options
SUB-TASKS
ƒ Match products and services to prospect needs and/or opportunities
−
−
−
−
−
−
Analyze and interpret information you have previously
gathered
Focus on current needs but also look at emerging needs
Communicate your value proposition (what value are you
bringing to the client)
Identify solutions
Link solutions to customer need (what business needs are you
addressing)
Present proposals
ƒ Meet with key decision makers
−
−
−
−
Check to confirm real decision maker
Lead the meeting
Use effective presentation tools
Use marketing materials/sales tools effectively
ƒ Use a feature/benefit strategy
−
−
−
−
−
CPSA Sales Institute
Confirm needs
Present information and recommendations
Present features and benefits to the customer
Provide testimonials, etc.
Check for acceptance of benefits/solutions
34
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Address
objections
SUB-TASKS
ƒ Anticipate possible objections and preplan your response
ƒ Listen closely for the signals that indicate an objection
−
−
Watch body language
Interpret questions and statements
ƒ Identify the different sources of objections (cost, skepticism, lack of
understanding, etc.)
ƒ Acknowledge the objection immediately
−
−
−
−
Treat it with respect and show empathy with regard to the
objection
Give value to their concern
Appreciate their involvement in the consultative selling process
Show that you understand
ƒ Clarify the objection
−
Use questioning skills to probe for more information
ƒ Detach yourself from the objection
−
Remain relaxed, attentive, confident
ƒ Specifically address the objection to satisfy concerns (provide more
information, offer proof, restate features and benefits, etc.)
ƒ Check for agreement that the objection has been dealt with
ƒ Provide third-party or testimonial style examples
ƒ Offer alternatives if appropriate
ƒ Enhance the value of other products/services if appropriate
ƒ Adjust presentation or change direction if required
CPSA Sales Institute
35
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Close the
Sale
SUB-TASKS
ƒ Identify and match various decision-making styles
ƒ Check for more questions, concerns
ƒ 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
ƒ Establish agreement
−
−
−
−
Be prepared to go back to probe and other steps
Agree to next steps for this solution
Ask for the next decision
Write up order, fill out the application, etc.
ƒ Set the stage for additional business
−
−
−
Ask how you will be evaluated
Establish customer expectations (number of meetings, turnaround
dates, etc.)
Commit to next steps (next meeting, telephone call, delivery date)
ƒ Reconfirm the buying decision
−
CPSA Sales Institute
Reassure the customer that the decision was the right one
36
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Follow up the
sale
SUB-TASKS
ƒ Reinforce the buying decision
−
−
Send a thank you note
Emphasize what is good about the decision
ƒ Analyze the sales call for your own development (what went well,
what would you change)
ƒ Fulfill every commitment
−
−
−
−
−
−
−
−
−
−
−
Diarize key points from the sales call
Plan next steps
Oversee/manage the implementation
Co-ordinate the implementation
Include internal partners in the process
Ensure that budget, time lines, quality standards and deliverables
are communicated, understood and met
Check on level of satisfaction (with products/services and with
the consultative selling process)
Review visible signs of progress
Verify the customer understands and values the product/service
benefit
React to resolve problems
Exceed expectations
ƒ Stay connected
−
−
−
−
−
−
−
CPSA Sales Institute
Make yourself available
Organize and conduct all necessary customer meetings
Send articles of interest, books, etc.
Demonstrate interest in business and outcomes
Know the customer's business and talk the language of the
business
Seek other opportunities to provide value (address additional
needs)
Make calls without a "sales objective" (a public relations call)
37
Sales Representatives' Competencies
Competency Block: Consultative Selling Skills
TASKS
Follow up the
sale (cont'd.)
SUB-TASKS
ƒ Ask for referrals
−
−
−
−
−
−
−
CPSA Sales Institute
Check customer satisfaction
Describe other potential customers
Ask customer for names of individuals/companies that fit the
profile
Contact the individual/company using the name of the person
who made the referral
Follow the consultative selling process
Follow up with the person who gave you the referral to let them
know what is happening
Thank the person for the referral
38
COMPETENCY BLOCK:
Knowledge Management (At A Glance)
TASKS
ƒ Know more about yourself and clients
ƒ Increase efficiency, speed at which
you work
ƒ Facilitate the transfer of knowledge
ƒ Distinguish the key difference between
information and knowledge
ƒ Know how to analyze information
*Information is based on the input of participants from a one-day
session.
39
Sales Representatives' Competencies
Competency Block: Knowledge Management
TASKS
Storage of
Knowledge/
Dissemination
SUB-TASKS
ƒ Tools/techniques
ƒ Techniques to uncover business issues of clients organ.- shoulder to
shoulder (executive round tables)
ƒ Client dialogues - risk techniques
ƒ E-business technologies
TASKS
Sources
SUB-TASKS
ƒ What info do you need
ƒ Sleuthing & feedback to channels
ƒ Attitude life long learning
TASKS
Interpreting
info in
presentable
format
SUB-TASKS
ƒ Looking for gaps / analysis
ƒ Assess issues
ƒ Know/don't know
ƒ Doing/not doing
ƒ Questions to uncover complete picture
ƒ Relevance
CPSA Sales Institute
40
Sales Representatives' Competencies
Competency Block: Knowledge Management
TASKS
ShareTacit
explicit
SUB-TASKS
ƒ Historical
ƒ Incentive to share/BP
ƒ Push knowledge to clients (educate)
ƒ Create customer pull (self-serve knowledge specific for clients)
ƒ Create communities of client networks
ƒ Linking clients
ƒ Operationalize self-serve
ƒ Customization of info/P&S
TASKS
Communicate
SUB-TASKS
ƒ
TASKS
Accessibility /
Tools
SUB-TASKS
ƒ Internal sources - both people and info
ƒ Internet
ƒ Association/Professional publications
ƒ Where might info be stored
ƒ Repository
ƒ Link to customer knowledge need
CPSA Sales Institute
41
Sales Representatives' Competencies
Competency Block: Knowledge Management
TASKS
Indexing
SUB-TASKS
ƒ Put it somewhere you can use it
ƒ Maximizing ease use
ƒ Retrieveability
ƒ Store files
TASKS
Results
SUB-TASKS
ƒ Real time
TASKS
Implementation
SUB-TASKS
ƒ Customer development
ƒ Link customer information back to company
ƒ Product category
CPSA Sales Institute
42
COMPETENCY BLOCK:
Customer Value Creation (At A Glance)
TASKS
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
Manage your knowledge of the
customer and market
Create value for every sales
opportunity
Communicate the value proposition
to customers
Leverage your organization’s
customer value chain
Create and manage a customer
value plan
Measure the value realized
*Information is based on the input of participants from a one-day
session.
43
Sales Representatives' Competencies
Competency Block: Customer Value Creation
TASKS
Manage your
knowledge of
the customer
and market
SUB-TASKS
ƒ
Know your market and competition
−
−
−
−
Monitor changes in your organization
Monitor changes in your competition
Know the value propositions of your products and services
Know the value propositions of your competitor’s products
and services
− Gather knowledge of your industry
− Identify your competitive advantage
ƒ
Determine what customers value
− Create customer profiles
− Identify key business issues, process, and the barriers to
address them
− Understand customer buying process
− Identify customer value drivers
− Review purchasing patterns
− Determine interaction preferences
− Understand customer perceptions, motivations, intentions
etc.
− Garner information from non-customers
− Determine which needs are basic (must have’s), attractor
(above the competitor’s), and satisfier (nice to have)
− Determine what is of value to your customer’s customers
ƒ
Determine value of customer to the organization
− Determine lifetime value of customer
• Acquisition cost
• Revenue stream
• Cost stream
• Length of relationship
− Identify the profitability of your products and services
− Retain valuable customers
CPSA Sales Institute
44
Sales Representatives' Competencies
Competency Block: Customer Value Creation
TASKS
Create value for
every sales
opportunity
TASKS
Communicate
the value
proposition to
customers
TASKS
Leverage your
organization’s
customer value
chain
SUB-TASKS
ƒ
Create the value proposition
− Validate your understanding of customers value drivers
− Ask questions to further determine what customers value
(face-to-face, survey)
− Link customer value drivers to your products/services value
propositions
− Based on customer input, customize products and services
− Differentiate solutions from competitive alternatives
SUB-TASKS
ƒ
Communicate the value proposition for the specific opportunity
ƒ
Explain any hidden capabilities of solutions
ƒ
Clarify price vs. benefits of the value proposition
ƒ
Gain input from the customers
ƒ
Integrate customer feedback in value proposition
SUB-TASKS
ƒ
Identify customer interface points
ƒ
Identify potential for value creation in other areas of the
customer organization
ƒ
Communicate customer value perception to appropriate areas of
the organization
ƒ
Place customers at the centre of all activities
ƒ
Co-ordinate with other sales channels to create and integrate
value
ƒ
Leverage strategic partnerships, alliances to create additional
value
ƒ
Act as a customer advocate within your organization
CPSA Sales Institute
45
Sales Representatives' Competencies
Competency Block: Customer Value Creation
TASKS
Create and
manage a
customer value
plan
TASKS
Measure the
value realized
SUB-TASKS
ƒ
Create a customer plan to include:
−
−
−
−
−
−
Customer profile
Competitive intelligence
Customer value perceptions
Share of customers
Value opportunities
Strategies and action plans
ƒ
Pinpoint value gaps and opportunities
ƒ
Determine appropriate method to interface with the customer
ƒ
Mobilize appropriate levels in the organization to meet with
customers
ƒ
Update plan as customer information, needs, and value
perceptions evolve
ƒ
Resolve all ongoing customer issues or escalate accordingly
SUB-TASKS
ƒ
Monitor the value plan
ƒ
Measure activities vs. results
ƒ
Evaluate actual performance vs. plan
ƒ
Use results as references
CPSA Sales Institute
46
COMPETENCY BLOCK:
Local Area / Regional Marketing (At A Glance)
TASKS
ƒ Create your local area/regional
marketing plan
ƒ Network locally/regionally
ƒ Create and manage a direct mail
program
ƒ Create and manage educational and
promotional events
ƒ Organize trade shows
ƒ Enhance corporate marketing
programs (print media and broadcast)
ƒ Co-ordinate merchandising campaigns
ƒ Conduct informal market research
ƒ Conduct multi-media marketing
ƒ Create and manage telemarketing
programs
ƒ Plan promotions
*Information is based on the input of participants from a one-day
session.
47
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Create
your local
area/
regional
marketing
plan
SUB-TASKS
ƒ Establish a budget
ƒ Refer to your sales strategies and action plans
ƒ Identify all possible marketing activities (networking, direct mail, etc.)
ƒ Select appropriate activities (those that fit the budget, are linked to sales
strategies and action plans, etc.)
TASKS
Network
locally/
regionally
SUB-TASKS
ƒ Select market/industry segment that you will serve
ƒ Target the group(s) who provide the best potential return
ƒ Become a member of:
−
−
−
−
−
−
−
Chambers of commerce
Local business councils
Economic development groups
Trade councils/associations
Local business groups
Professional organizations
Local charity groups
ƒ Volunteer for active roles in the groups you join (join a committee, or
fill an executive position)
ƒ Work the network (collect clues and information from members)
ƒ Invite/involve your key customers in your relevant association events
ƒ Identify opportunities for association selling (benefit programs for
memberships, etc.)
ƒ Build breakfast clubs for reciprocally interested parties
ƒ Set objectives of objectives
ƒ Co-ordinate the meeting place
ƒ Arrange for guest speakers
CPSA Sales Institute
48
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Network
locally/
regionally
(cont’d.)
SUB-TASKS
ƒ Present information seminars
ƒ Help customers get additional business
ƒ Volunteer for customers' Board of Directors
ƒ Build your profile in the industry (be recognized as an expert in your
field)
TASKS
Create and
manage a
direct mail
program
SUB-TASKS
ƒ 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
•
Association or trend updates/summaries
•
Corporate videos
•
New product teasers
•
Reminders for fill-in or repeat orders
− Use effective business writing skills
− Gain company approval of materials
ƒ Build a list of leads
− Use all available sources (Dun and Bradstreet Report, city
directories)
− Purchase lists of leads from broker
ƒ Implement strategies
− Arrange the actual delivery and timing of material
− Design your follow-up and critical pat
− Follow-up
ƒ Analyze results
− Measure return on investment of direct mail program
ƒ Market national programs
− Use the applicable steps from building your own program
CPSA Sales Institute
49
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Create and
manage
educational
and
promotional
events
SUB-TASKS
ƒ Plan the events
−
−
−
−
−
−
Create product seminars/training sessions (possibly in concert
with affiliated suppliers)
Organize public relations sessions with customers, sales
associates
Arrange for guest speakers to talk at local schools
Take students on internships
Conduct local "open houses", plant tours, etc.
Arrange golf tournaments, baseball games, etc.
ƒ Organize the materials
−
−
−
−
−
Select the right speaker for the right audience
Create a "subject matter" document as a promotional piece for the
target market (if appropriate)
Create/source customer sales literature, brochures, etc.
Arrange event offerings and "leave behinds" for participants
Test materials for event purposes
ƒ Organize administrative details for the event
−
−
−
−
−
−
−
Hire contract staff, caterers, etc.
Arrange for space (contact hotels, schools, recreation centres)
Get licenses (if required)
Select prizes
Co-ordinate staff to participate
Organize the clean-up
Send out promotional information, mail-outs
ƒ Hold the event
−
−
Co-ordinate a 1 (800) number fax reply confirmation of
attendance
Use effective presentation and communication skills
ƒ Follow up
−
CPSA Sales Institute
Create and send a follow-up letter thanking attendees
50
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Organize
trade shows
SUB-TASKS
ƒ 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
ƒ Organize materials and resources
−
−
−
−
−
Prepare something which will create attraction and excitement at
the booth
Prepare trade show related print/video/computer materials
Organize and schedule staff for show
Train sales people how to manage t manage the booth
Choose and implement appropriate presentation technology for
booth
ƒ Organize and implement pre-show, show, and post-show activities
−
−
−
−
−
−
Contact prospects and customers ahead of time and invite visitors
to the booth
Make appointments with customers to be held at the booth
Invite local press/media
Take videos/pictures of booth and show
Keep an attendance list
Work the floor
ƒ Follow-up
−
−
CPSA Sales Institute
Prepare fulfillment packages for delivery to prospects post-show
Understand financials and payback
51
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Enhance
corporate
marketing
programs
(print
media and
broadcast)
SUB-TASKS
ƒ Contribute to corporate marketing program development
−
−
Participate in internal focus groups to determine content of
marketing program
Provide feedback to marketing regarding what is/is not working
ƒ Design ad layouts
−
−
Prepare camera ready copy for newspaper
Determine objective for "ad" - know who your target audience is
ƒ Develop your own marketing materials/initiatives
−
−
−
−
−
−
−
−
Publish a regular customer newsletter
Publish a customer specific manual
Personalize corporate ads for the local level
Reprint corporate newsletter after editing in an introduction from
yourself
Write an information column for local community paper on topics
relating to your business but slanted towards general interest for
consumers
Contact local charities that the company supports nationally to
develop local programs
Sponsor local area sporting events
Ensure that local initiatives link with national marketing programs
ƒ Implement marketing programs/initiatives
−
−
−
−
Sell or distribute company display material, ad programs
Distribute mailings/faxes/e-mail to branch offices
Become acquainted with editors of local magazines/newspapers
Work with the local media (print, broadcast) for time exposure:
interviews, phone ins, etc.
ƒ Co-ordinate
CPSA Sales Institute
52
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Co-ordinate
merchandising
campaigns
SUB-TASKS
ƒ Co-ordinate point of purchase (POP) material with national
campaigns
ƒ Co-ordinate point of purchase materials with print ads
ƒ Draft product packaging graphics
ƒ Create visual displays, focal areas, concept areas
ƒ Plan store shelf assortment/layout
ƒ Identify profitability per square foot
ƒ Organize and set up showrooms and displays
ƒ Work closely with retailers, designers and manufacturers
ƒ Educate customers on "best way" to present and sell merchandise
ƒ Test market products
ƒ Organize and distribute hand-out materials
ƒ Supplement supplier marketing programs with additional local
activities (personal appearances, talk show, contests)
ƒ Organize 'gift with purchase' programs
TASKS
Conduct
informal
market
research
SUB-TASKS
ƒ Block time per week for informal research
ƒ Conduct customer surveys (on new products, services, etc.)
ƒ Conduct customer advisory councils
ƒ Co-ordinate small focus group sessions to gain opinions on existing
service or desired service enhancements
ƒ Monitor performance of products
ƒ Focus on your research objective (do not sell)
ƒ Publish results of findings for customers and prospects
CPSA Sales Institute
53
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Conduct
multi-media
marketing
SUB-TASKS
ƒ Keep current
−
−
Participate in forums to gain new information
Read the business media for up-to-date ideas, information,
usefulness, etc.
ƒ Use the Internet
−
−
−
−
Experiment with a placement on an Internet bulletin board
Search Internet for prospects/contacts
Be aware of your customers on/using the Internet and keep a list
of them for reference
Use the proper "Netiquette" when using the Internet
ƒ Use the latest technologies
−
−
−
−
−
−
−
−
Convert marketing letters/documents to digital format
List information on company systems for distribution internally
and externally (codes, standards, policies)
Use e-mail to keep customers informed of industry news
Use the fax to broadcast information
Co-ordinate telephone conferencing (video or phone)
Produce multi-media marketing materials (CD ROM)
Produce video materials
Use multi-media effectively in presentations
ƒ Involve other departments in multi-media marketing campaigns
CPSA Sales Institute
54
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Create and
manage
telemarketing
programs
SUB-TASKS
ƒ Plan the telemarketing program
−
−
−
−
−
−
−
−
−
−
−
Visit successful sites
Automate wherever possible
Investigative hardware and software
Identify your objectives
•
To conduct informal marketing
•
To increase sales
•
To generate leads
•
To process orders
•
To provide customer service, etc.
Align the objectives with overall sales strategies and goals
Prepare a business case to include:
•
Type of client you want to attract
•
Cost
•
Probable response rate/conversion rate
•
Potential income to be generated
Develop the approach
Develop a script for use in telemarketing
•
Use effective communication skills
•
follow the consultative selling process
Prepare for success - have follow-up support mechanisms in
place (to fulfill telephone requests, process orders, etc.)
Prepare test pilot and evaluate
Adapt the approach if necessary
ƒ Implement your telemarketing plans
−
−
−
−
CPSA Sales Institute
Prospect previously untried distribution avenues
Enter telephone lists into your client database
Create customer history files to track calls and follow up
activities
Make weekly/biweekly fill in calls
55
Sales Representatives' Competencies
Competency Block: Local Area/Regional Marketing
TASKS
Create and
manage
telemarketing
programs
(cont'd.)
SUB-TASKS
ƒ Follow up
−
−
−
−
Distribute data gathered (customer requests, complaints, etc.)
Respond to customers and advance the sales cycle
Measure results and evaluate the program
Generate new target opportunities and develop new objectives
TASKS
Plan
promotions
SUB-TASKS
ƒ Establish sales objectives (promote new product/services)
ƒ Set budgets
ƒ Know media channels and costs
ƒ Establish timing (consider season ability of product/service usage)
ƒ Link to other events
ƒ Look for co-op opportunities
ƒ Know competition's programs
ƒ Design delivery seminars
ƒ Design brochures and marketing letters
ƒ Create demand before launching product through merchandising
ƒ Use broadcast faxing to reach targeted segments
ƒ Manage the allowance policy
CPSA Sales Institute
56
COMPETENCY BLOCK:
Product & Technical Knowledge (At A Glance)
TASKS
ƒ Acquire up to date product/service
knowledge
ƒ Acquire up to date technical
knowledge
*Information is based on the input of participants from a one-day
session.
57
Sales Representatives' Competencies
Competency Block: Product & Technical Knowledge
TASKS
SUB-TASKS
ƒ Gather information about your products and services
Acquire up to
date product/ ƒ Identify the components of your products and services
service
knowledge
ƒ Know the essential selling features of your products and services
ƒ Translate all essential features into customer benefits
ƒ Identify the advantages of your products and services
−
−
−
−
−
−
−
−
−
−
−
Know your price per product
Analyze profit per product/service
Be aware of price fluctuations
Identify product strengths
Be aware of product weaknesses
Know your lead times
Know how products are manufactured or sourced
Learn the warranty/guarantee policies
Know your product success evolution/history
Know your packaging facilities and potential
Identify distinguishing awards for product/success
ƒ Analyze product success
−
−
−
−
−
Identify your market position
State your value added
Compare your success per product and compare to position of
competition
Analyze brand loyalty
Discover who is using product outside your current customers
ƒ Understand how your product/service fits into your customer's
overall operation, business plan, sales success, operation costs, etc.
ƒ Spend time in field with technical specialists
ƒ Become familiar with all product promotions, sales manuals and
product literature
ƒ Know how the product/service is used by different customers
CPSA Sales Institute
58
Sales Representatives' Competencies
Competency Block: Product & Technical Knowledge
TASKS
SUB-TASKS
ƒ Know the competitors' products and services (obtain brochures, etc.)
Acquire up to
date product/ ƒ Know how to use computers, faxes, and other hardware
service
knowledge
ƒ Understand software products and their potential application to sales
(cont'd.)
ƒ Keep informed of latest technology advances and seek ways to use
these technologies in your work
CPSA Sales Institute
59
COMPETENCY BLOCK:
Relationship Building (At A Glance)
TASKS
ƒ Create a customer care process
ƒ Develop the account
ƒ Collaborate with customers to create
service standards, warranties and
guarantees
ƒ Educate customers
ƒ Link customers with other
service/product providers within your
network
ƒ Support customer initiatives
ƒ Appreciate your customers
*Information is based on the input of participants from a one-day
session.
60
Sales Representatives' Competencies
Competency Block: Relationship Building
TASKS
Create a
customer
care process
SUB-TASKS
ƒ Identify the components of an effective customer care process
ƒ Identify the best practices of existing suppliers
ƒ Determine your customer care budget (time and money)
ƒ Create and maintain a comprehensive, up to date customer database
(including all personal and business information about customers)
ƒ Profile the customer database (A, B, C)
ƒ Tailor your key customer care process with the A customers
−
−
−
−
−
−
Record personal data
Discuss personal likes and dislikes
Clarify expectations about products and services
Determine the call plan (method and frequency)
Identify preferred value added
Agree to the vest way to get feedback from the customer
ƒ Create a different strategy for serving non-key customers (B, C) less concentrated, less individualized
ƒ Identify future business potential
CPSA Sales Institute
61
Sales Representatives' Competencies
Competency Block: Relationship Building
TASKS
Develop the
account
SUB-TASKS
ƒ Learn everything you can about the customer and the business
−
−
−
−
−
−
Do some fact-finding, research
Take a tour, walk the hallways
Ask to be placed on customer's mailing list
Make regular visits, hand deliver items
Let the customer educate you on all aspects of their business
Determine the customer's budget for your products/services
ƒ Meet new decision makers
ƒ Ensure that you are listed to receive proposal bids, quotes, RFPs, etc.
ƒ Identify all potential for future business
ƒ Probe about add-on sales
ƒ Ask about other sales/lines
ƒ Ask for the business
TASKS
Collaborate
with
customers to
create service
standards,
warranties
and
guarantees
SUB-TASKS
ƒ Collect overall customer feedback to identify expectations
−
−
Identify customers to participate in councils
Conduct customer focus groups
ƒ Survey customers specifically for feedback on standards, warranties
and guarantees
ƒ Develop standards, warranties, and guarantees based on feedback
ƒ Communicate standards, warranties and guarantees to the customer
and internally to all departments
ƒ Measure against the standards, warranties and guarantees
ƒ Review results with customers and internally with all departments
ƒ Reevaluate standards, warranties and guarantees
ƒ Celebrate successes with customers
CPSA Sales Institute
62
Sales Representatives' Competencies
Competency Block: Relationship Building
TASKS
Educate
customers
SUB-TASKS
ƒ Create communication links using latest compatible technology
ƒ Check for understanding on all relevant systems and processes
ƒ Share your company's expertise
ƒ Invite customers to seminars, conferences, fun events. Be more
creative
ƒ Introduce customers to experts in your organization
ƒ Provide relevant information, keep customers current on products,
services, applications, etc.
ƒ Conduct training sessions
ƒ Extend the training to include your customer's clients and/or
anybody in the selling process with customer
ƒ Make presentations
ƒ Prepare manuals, support materials
ƒ Provide ongoing support
TASKS
Link
customers
with other
service/
product
providers
within your
network
SUB-TASKS
ƒ Externally and internally
ƒ Refer partners to each other
ƒ Co-ordinate joint meetings
ƒ Arrange introductions
ƒ Co-ordinate public events for circle of customers
ƒ Grow your network
CPSA Sales Institute
63
Sales Representatives' Competencies
Competency Block: Relationship Building
TASKS
Support
customer
initiatives
SUB-TASKS
ƒ Support the same charities
ƒ Share corporate expertise
ƒ Participate in co-op advertising
ƒ Buy their products
ƒ Use their services
ƒ Attend their annual meetings
TASKS
Appreciate
your
customers —
internal and
external
SUB-TASKS
ƒ Understand and respect corporate and ethical guidelines regarding
gifts, dinners, etc.
ƒ Highlight customers in your corporate newsletter
ƒ Publish joint articles
ƒ Invite customers to visit your organization
ƒ Invite customers on company tours
ƒ Hold customer appreciation days/events
ƒ Tell others in the network when something newsworthy happens to
a customer
ƒ Celebrate the "anniversary" of doing business together
ƒ Paying for performance
ƒ Mutuality of interest
ƒ Develop relationships internally / Influencing
CPSA Sales Institute
64
COMPETENCY BLOCK:
Sales and Technology (At A Glance)
TASKS
ƒ Understand how to use basic
technology
ƒ Leverage the Internet as a valuable
resource
ƒ Understand your organization’s
security policies
ƒ Understand the implications of
technology on your customers
ƒ Leverage technology in your role
*Information is based on the input of sales professionals
from a one-day session.
65
Sales Representatives' Competencies
Competency Block: Sales & Technology
TASKS
Understand
how to use
basic
technology
SUB-TASKS
ƒ Know how to use office software
−
−
−
−
−
−
−
−
Calendar/schedule
E-mail
Word processing
Databases
Presentation software
Spreadsheets
Web browser
Integrated collaborative software
ƒ Understand the basics of office hardware
−
−
−
−
−
−
−
−
PC's
PDA's (Personal digital assistant)
Cell phone/wireless
Pager
Fax
Printer
Copier
Telephony
ƒ Know how to use Web capabilities
−
−
−
Internet
Intranet
Extranet
ƒ Understand use and capabilities of office multimedia
−
−
−
−
−
CPSA Sales Institute
Satellite
Video conferencing
Webcast
CD ROM
Audio conferencing
66
Sales Representatives' Competencies
Competency Block: Sales & Technology
TASKS
Understand
your
organization’s
security
policies
SUB-TASKS
ƒ Follow your organization’s security procedures with regard to:
−
−
−
−
−
−
−
TASKS
Leverage the
Internet as a
valuable
resource
Logging in and out
Storage
Hardware security
Commerce security
Customer data
Confidential e-mail
Password protection
SUB-TASKS
ƒ Know sources and reliability of information
−
−
Client/industry/competitor research
New competitors (visibility of price and cost)
ƒ Bookmark useful sites (trade publications, reports, etc.)
ƒ Know your browser capability and accessibility (band width)
ƒ Understand E-commerce sites (buying and selling)
ƒ Understand search engine capabilities (expert, refined, and metasearch engines)
CPSA Sales Institute
67
Sales Representatives' Competencies
Competency Block: Sales & Technology
TASKS
Understand
the
implications
of technology
on your
customers
SUB-TASKS
ƒ Follow your customer’s security procedures
ƒ Know your customer’s capability:
−
Compatibility of systems (i.e. ability to open attachments, etc.)
ƒ Understand your customer’s expectations with regard to:
−
−
Troubleshooting technology products or attachments sent
Response times
ƒ Know and follow your customer’s interaction preferences (method
and frequency of communication)
ƒ Be aware of the tonality when communicating electronically
TASKS
Leverage
technology in
your role
SUB-TASKS
ƒ Understand how technology can assist you personally in your role
−
−
−
−
CRM (Customer Relationship Management) systems
Account planning
Call planning
Databases for prospecting
ƒ Understand how technology can be leveraged throughout your
organization with respect to:
−
−
−
−
CPSA Sales Institute
Enterprise Resource Planning (ERP)
Financial systems
Human Resources tracking
Purchasing
68
COMPETENCY BLOCK:
Sales Administration (At A Glance)
TASKS
ƒ Generate sales
administration/operations reports
ƒ Provide feedback
ƒ Analyze, read and interpret sales
information
ƒ Track orders
ƒ Maintain support systems
*Information is based on the input of participants from a one-day
session.
69
Sales Representatives' Competencies
Competency Block: Sales Administration
TASKS
Generate sales
administration/
operations
reports
SUB-TASKS
ƒ Complete call reports:
−
−
−
Monthlies
Weeklies
Quarterlies
ƒ Update/revise the business plan
ƒ Complete monthly, quarterly or annual business reviews for
customers
ƒ Complete expense reports
ƒ Complete credit applications
ƒ Update customer profile (database)
TASKS
Provide
feedback
SUB-TASKS
ƒ Share relevant customer feedback internally with other members of
the team including sales management
ƒ Report sales situations to team members for the purpose of building
additional sales approaches and strategies
ƒ Speak to appropriate departments about:
−
−
−
Product ideas
Market opportunities
Customer satisfaction levels
ƒ Sell-through by:
−
−
CPSA Sales Institute
Providing statistics from accounts/retailers
Submitting customer satisfaction information with both retailer
and supplier
70
Sales Representatives' Competencies
Competency Block: Sales Administration
TASKS
Analyze, read
and interpret
sales
information
SUB-TASKS
ƒ Set aside time to read sales information (reports, audits, articles)
ƒ Read and understand management information (company statement,
strategic goals, etc.)
ƒ Provide customers regular progress reports on customers' sales
performance
TASKS
Track
fulfillment
of the order
SUB-TASKS
ƒ Set up new customer accounts
ƒ Complete order entry
ƒ Check inventory
ƒ Co-ordinate interdependent department/functions and/or processes
ƒ Co-ordinate outside resources
ƒ Conduct interdepartmental meetings
ƒ Reporting status of order to client
ƒ Customize work/job when necessary
ƒ Take accountability/responsibility for work being completed to
customer's satisfaction
ƒ Handle complaints, returns promptly and professionally
CPSA Sales Institute
71
Sales Representatives' Competencies
Competency Block: Sales Administration
TASKS
Maintain
support
systems
SUB-TASKS
ƒ Gather and organize all sales information
ƒ Read all memos, updates, faxes (company and customer vendor
product) and files
ƒ Maintain customer database files
ƒ Maintain current data files (hard copy files and the electronic
database)
ƒ Organize and update:
−
−
−
−
−
−
CPSA Sales Institute
Sample price lists
Brochures
Internal process forms - credit applications, order forms, etc.
Catalogues
Point of sale materials
Other business tools
72
COMPETENCY BLOCK:
Self Development (At A Glance)
TASKS
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
Create a personal vision/mission
Balance your life
Manage your attitude
Practice self-discipline
Manage your time and activities
Manage your professional
development
ƒ Manage your career
ƒ Manage stress
ƒ Focus on knowledge management
*Information is based on the input of participants from a one-day
session.
73
Sales Representatives' Competencies
Competency Block: Self Development
TASKS
Create a
personal
vision/
mission
SUB-TASKS
ƒ Clarify/prioritize self values and consider the value of others
ƒ Ask yourself key questions about what is important in your life, what
you want to do and be
ƒ Clarify expectations of yourself and expectations others have of you
ƒ Identify what you need to do to be successful (personal standards,
targets, goals, principles)
ƒ Review how your personal vision aligns with/supports the
corporate/functional/department mission
ƒ Set specific short and long-term goals (a five-year plan) - ensure
measurability
ƒ Translate the vision into actionable steps
ƒ Spend your time according to the priorities that emerge from your vision
ƒ Integrate the vision into daily practice
ƒ Reconnect frequently with your vision and change accordingly
CPSA Sales Institute
74
Sales Representatives' Competencies
Competency Block: Self Development
TASKS
Balance
your life
SUB-TASKS
ƒ Clarify roles and responsibilities with respect to:
−
−
−
−
Family
Career
Community
Self
ƒ Set personal goals in each area of your life
ƒ Build time for different roles into your day/week
ƒ Record your goals in writing
ƒ Establish success criteria for balance
ƒ Act on your plans
ƒ Reflect and evaluate how you are doing
−
Review your roles and responsibilities regularly
ƒ Recognize that there will be moments when you must choose to change
or reevaluate your plans
ƒ
Explore new areas/opportunities or interests
CPSA Sales Institute
75
Sales Representatives' Competencies
Competency Block: Self Development
TASKS
Manage
your
attitude
SUB-TASKS
ƒ Know your personal and professional motivators and focus on
activities to accomplish your goals
ƒ Identify your positive attitude attributes and build on them
ƒ Challenge yourself – break old habits, move out of your comfort zone
ƒ Practice innovative techniques for out of the box creative thinking
ƒ Establish stretch, but SMART goals for yourself
ƒ Seek out support and feedback from others on the team, in the
organization/community etc.
ƒ Surround yourself with positive people
ƒ Eliminate self criticism
ƒ Identify daily/weekly accomplishments
ƒ Engage in positive "self talk"
ƒ Visualize positive performance
ƒ Recognize and document your success and failure patterns and know
how to pick yourself up
ƒ Consider success patterns of others and mirror them
ƒ Keep and refer to evidence of past successes (awards, trophies, letters
of praise, etc.)
ƒ Read inspirational material, audiotapes, etc.
ƒ Get in the right frame of mind for constructive feedback and do
something positive with the information
CPSA Sales Institute
76
Sales Representatives' Competencies
Competency Block: Self Development
TASKS
Practice self
discipline
SUB-TASKS
ƒ Be accountable for your performance
ƒ Identify what you need to do to be successful
ƒ Communicate your priorities to others
ƒ Make and honour appointments with yourself and others
ƒ Protect the time you scheduled for yourself from distractions - people
and events
ƒ Practice relaxation and energizing techniques
ƒ Guard against personal procrastination or rationalization
ƒ Plan your work and work your plan
ƒ Continue on in spite of adversity or difficulty
ƒ Reward yourself
TASKS
Manage
your time
and
activities to
increase
return on
investment
SUB-TASKS
ƒ Isolate key success activities and prioritize them
ƒ Break down large tasks down into manageable action steps (set time
frames)
ƒ Create daily/weekly action plans and implement them
ƒ Create or adopt a time management system and follow it
ƒ Set aside appropriate blocks of time for goal-related activities
ƒ Make the best possible use of support people/resources to accomplish
tasks
ƒ Continuously look for ways to improve - effectiveness, efficiency and
productivity
CPSA Sales Institute
77
Sales Representatives' Competencies
Competency Block: Self Development
TASKS
Manage
your
professional
development
SUB-TASKS
ƒ Take inventory of your personal interests, abilities, skills, knowledge,
etc.
ƒ Identify and priortize the strengths and gaps
ƒ Investigate all aspects of your current job to identify new
opportunities for development
ƒ Assess your level of competency in your current job and identify
opportunities for development
ƒ Use available assessment tools (self-assessment, feedback from
relevant people)
ƒ Identify your desired next steps for your career path
ƒ Identify the competency requirements for your career path
ƒ Create a personal growth strategy/career path
ƒ Set personal goals and timeframes for achieving them
ƒ Invest in your own development (take courses, attend seminars, etc.)
ƒ Identify coaches or mentors that can provide career development
support
ƒ Serve as a mentor
ƒ Practice self-directed learning (read books and association
publications, listen to tapes, watch videos, etc.)
ƒ Schedule regular practice sessions for key skills
ƒ Learn from your mistakes
ƒ Learn and invest in sales tools (e.g. hardware and software)
ƒ Become knowledgeable and actively involved in professional
associations (CPSA, customer-affiliated associations, industry
specific associations, etc.)
ƒ Maintain your personal health and wellness
CPSA Sales Institute
78
Sales Representatives' Competencies
Competency Block: Self Development
TASKS
Manage
your career
SUB-TASKS
ƒ Create and work your career plan
ƒ Link the career plan to your professional development plan
ƒ Create a list of desirable positions, companies, product lines, etc.
ƒ Talk to people who are currently in the job/field you wish to move to
(or who have done it in the past)
ƒ Identify what you are prepared to do to get the next job
ƒ Keep you resume current (consider what to do with it)
ƒ Interview to learn more about opportunities of interest to you
ƒ Review, revise your plan regularly
TASKS
Manage
stress
SUB-TASKS
ƒ Identify types of stress
−
−
Recognize good sources and negative sources of stress
Learn to deal with stress effectively in order to improve efficiency
and sales performance
ƒ Monitor your stress
ƒ Manage your stress
−
−
−
−
−
CPSA Sales Institute
Recognize that a salesperson’s job is naturally stressful
Teach yourself not to take things personally
Develop an optimistic attitude and view problems as temporary
Take a break if you need to refocus yourself and approach the
situation in a more positive way
Keep yourself healthy, and exercise regularly
79
Sales Representatives' Competencies
Competency Block: Self Development
TASKS
SUB-TASKS
ƒ Know more about yourself and clients
Focus on
knowledge
ƒ Increase efficiency, speed at which you work
management
ƒ Facilitate the transfer of knowledge
ƒ Distinguish the key difference between information and knowledge
ƒ Know how to analyze information
CPSA Sales Institute
80
COMPETENCY BLOCK:
Strategic Sales Planning (At A Glance)
TASKS
ƒ Understand the corporate business
plan/department objectives
ƒ Analyse and segment the market
ƒ Research the competition
ƒ Analyse individual existing
customers
ƒ Analyse products/services
ƒ Negotiate your sales target
ƒ Create your sales strategies
ƒ Set objectives to achieve your
sales targets
*Information is based on the input of participants from a one-day
session.
81
Sales Representatives' Competencies
Competency Block: Strategic Sales Planning
TASKS
Understand
the corporate
business plan
/department
objectives
SUB-TASKS
ƒ Read the business plan – understand corporate strategies and
objectives
ƒ Clarify the plan with your manager/coach
ƒ Ask questions to check understanding
ƒ Understand your role and your goals as part of the overall plan
ƒ Document your role and goals as part of your sales plan
TASKS
Analyse and
segment the
market
SUB-TASKS
ƒ Identify the boundaries of the market
ƒ Know your territory (i.e. physical/geographic terms)
ƒ Identify important market segments
ƒ Research and identify information about potential business, existing
business and centres of influence
ƒ 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
ƒ Analyse a similar market
ƒ Check overall profitability and expenses
ƒ Identify the top 20% of your customers base
ƒ Develop A, B, C . . . lists of customers
ƒ Identify customers for new business development, cross-sell and
upsell opportunities
ƒ Document your market analysis as part of your sales plan
CPSA Sales Institute
82
Sales Representatives' Competencies
Competency Block: Strategic Sales Planning
TASKS
Research
the
competition
SUB-TASKS
ƒ List your competitors
ƒ Develop strategies to learn about the competition
−
−
−
−
−
Read annual reports, trade magazines, Internet site
Network with the competition
Mystery shop the competition
Ask customers about the competition
Visit competitor's booths at trade show, etc.
ƒ Analyse their business
−
−
−
−
−
−
−
−
−
−
−
−
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
ƒ Identify best practices
ƒ Identify your advantages over the competition (competitive
positioning)
ƒ Document your competitive research as part of your sales plan
CPSA Sales Institute
83
Sales Representatives' Competencies
Competency Block: Strategic Sales Planning
TASKS
Analyse
individual
existing
customers
SUB-TASKS
ƒ Review your sales history
ƒ Research your customer's business
−
−
−
−
−
−
−
Know your customer's products/services/business
Know the organizational structure and political climate
Identify critical business needs/drivers
Know the financial viability of the business
Identify your customer's buying habits and patterns (the buying
cycle)
Identify decision makers and the decision making process
Discover and understand your customer's major initiatives/changes
ƒ Evaluate your customer's buying potential and your potential share
ƒ Predict usage
ƒ Predict customer profitability
ƒ Know the competition's share of business in each account
ƒ Classify each customer (A, B, C lists)
ƒ Identify the greatest benefit for that customer to do business with you
ƒ Document your individual customer analysis as part of your sales plan
CPSA Sales Institute
84
Sales Representatives' Competencies
Competency Block: Strategic Sales Planning
TASKS
Analyse
products/
services
SUB-TASKS
ƒ Develop technical knowledge about products and services
−
−
−
−
−
−
−
−
−
−
Know your price per product/service
Analyse profit per product/service
Identify strengths, features and benefits
Be aware of weaknesses
Know your lead times
Know how products are manufactured or sourced
Learn the warranty/guarantee policies
Know your product/service success evolution/history
Know your packaging facilities and potential
Identify distinguishing awards for product
ƒ Analyse product success
−
−
−
−
Identify your market position
State your value added
Compare your success per product and compare to position of
competition
Analyse brand loyalty
ƒ Know application from customer standpoint - know what needs or
business drivers your product/service addresses. (i.e. helps your
customer increase sales, lower costs, etc.)
CPSA Sales Institute
85
Sales Representatives' Competencies
Competency Block: Strategic Sales Planning
TASKS
Negotiate
your sales
target
SUB-TASKS
ƒ Talk to your manager to understand what targets have been set (top
down)
ƒ Assess potential from existing business, new business, repeat business
ƒ Consider business you may lose
ƒ Review the variance (both positive and negative) between previous
year's results and targets
ƒ Establish sales targets by
−
−
−
Product line
Customer
Market segments
ƒ Negotiate agreement on annual sales targets
ƒ Ensure that the targets are SMART (specific, measurable, achievable,
results focussed, time framed)
ƒ Document your sales targets as part of your sales plan
CPSA Sales Institute
86
Sales Representatives' Competencies
Competency Block: Strategic Sales Planning
TASKS
Create
your sales
strategies
SUB-TASKS
ƒ Review previous year's results for key learning (actual results against
plan, won business as well as, lost or terminated business, etc.)
ƒ Conduct a SWOT analysis (strengths, weaknesses, opportunities and
threats)
−
−
−
Analyse strengths and weaknesses (of the product, company, sales
process and/or service
Identify major opportunities (new sales options or channels, new
prospects or needs)
Identify threats (areas where your company/product/service is
failing to meet identified customer needs, not staying competitive,
or not keeping up with industry or legislated standards)
ƒ Identify any other issues facing your company and/or product line or
service
ƒ Look at global conditions (economic factors, social factors, political
factors, technological factors, environmental factors)
ƒ Know and understand industry trends and your company's response to
these future needs
ƒ Develop strategies based on the analysis
ƒ Align strategies with your company's strategies and corporate values
ƒ Anticipate competitor's responses to your strategy
ƒ Document your sales strategies as part of your sales plan
TASKS
Set objectives
to achieve
your sales
targets
SUB-TASKS
ƒ Align objectives with sales strategies, targets, and prior analysis
ƒ Ensure that the objectives are SMART (specific, measurable,
achievable, results focussed, time framed)
ƒ Incorporate checkpoints to review progress
ƒ Gain approval from your manager
ƒ Document your objectives as part of your sales plan
CPSA Sales Institute
87
COMPETENCY BLOCK:
Time & Territory Management (At A Glance)
TASKS
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
Priority time management
Forecast sales results
Analyze customer segments
Manage sales funnel
Manage territory/customer
Manage your sales activities
*Information is based on the input of participants from a one-day
session.
88
Sales Representatives' Competencies
Competency Block: Time & Territory Management
TASKS
SUB-TASKS
ƒ Use scheduling technology (e.g. MS Outlook)
Priority time
management ƒ Create daily/weekly/monthly schedules
ƒ Determine percentage of time spend on key activities
ƒ Prioritize activities according to importance and urgency
ƒ Delegate, delay or eliminate activities that are not important or urgent
ƒ Schedule blocks of time
−
−
−
−
−
On days
Off days
Customer urgent days (schedule critical/customer urgent time)
E-mail and voice mail
personal development
ƒ Know your peak performance times and schedule work accordingly
ƒ Know what your client's peak times are, buying cycles/year ends
ƒ Set a separate time period to address less important items (non-urgent
messages, ordering supplies, etc.)
ƒ Check regularly to ensure that you are spending time on the activities
that will help you achieve your objectives
ƒ Identify your personal time wasters (disorganization, long coffee
breaks, drop in visitors, etc.) and determine ways to eliminate these
ƒ End of day, review day's activities and schedule next day
ƒ Balance your work time with time for family, friends, physical
activity, etc.
CPSA Sales Institute
89
Sales Representatives' Competencies
Competency Block: Time & Territory Management
TASKS
Forecast
sales results
SUB-TASKS
ƒ Forecast annually/quarterly/monthly/weekly
ƒ Analyze sales reports
ƒ Predict sales volume per customer/prospect:
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−
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Dollar
Unit
Product mix
Penetration
Repeat business
Quarter/year/monthly numbers
ƒ Analyze existing and lost customers
ƒ Identify variances and reasons for them
ƒ Set new goals and objectives
ƒ Refocus activities based on analysis
ƒ Communicate new forecasts
TASKS
Analyze
Customer
segments
SUB-TASKS
ƒ Identify high-value customers using the following as criteria
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Cost to serve
Potential share of customer
Lifetime value of customer
ƒ Conduct customer/market analysis
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CPSA Sales Institute
Determine relationship profile - strategic, preferred, c-level (CEO,
CFO, CTO, etc.), procurement, managerial level)
Identify mutual value for the customer and your organization
Determine whether or not the customer is a top tier client and is a
good referral source.
90
Sales Representatives' Competencies
Competency Block: Time & Territory Management
TASKS
Manage
sales funnel
SUB-TASKS
ƒ Determine your sales funnel and ratios
ƒ Move customer from one stage within funnel to next (suspect,
prospect, hot or critical one)
ƒ Link sales activities to the stage in the funnel
ƒ Use the funnel for both self-management and with your sales manager
TASKS
Manage
territory /
customer
SUB-TASKS
ƒ Identify the territory (e.g. industry, channel, customer, geography)
ƒ Identify value of current accounts and potential
ƒ Identify potential within your territory (prospects, suspects)
ƒ Monitor cost per call (what's profitable)
ƒ Plan your route, current and prospective
ƒ Use your waiting time effectively (read, answer mail, write memos,
etc.)
ƒ Schedule time for follow-up
CPSA Sales Institute
91
Sales Representatives' Competencies
Competency Block: Time & Territory Management
TASKS
Manage
your sales
activities
SUB-TASKS
ƒ Plan your activities
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Breakdown your quarterly targets into monthly/weekly targets
Set SMART objectives
Determine high payback activities which ensure that the sales
objectives will be met
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Prioritize and do more of them
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Determine sales activities for:
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Acquisition
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Retention
•
Expansion
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Establish call frequency by classification of customer
Determine the contact method (phone, letter, visit, e-mail)
ƒ Work your plan
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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
ƒ Evaluate sales results and activities
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CPSA Sales Institute
Measure the actual payback of your activities
Modify your plan as appropriate
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