Spring is a time for cleaning, renewal and, getting ready for summer. This could mean tuning-up the lawnmower, oiling the robot mower, or pimping that vintage El Camino SS you keep in the garage. While the 2020 slowdown may have dampened sales, as Q2 2021 soaks-in, now’s a good time to take stock of your sales machine and ready it to increase momentum.
“There is never enough horsepower… just not enough traction” – Carroll Shelby
WHERE TO START
Finding out the state of your sales machine will give you some ideas on where to start, ask some hard questions and be prepared to listen:
- What’s the custom quote to standard quote ratio? Does every deal involve an engineer or two to put it together or just the large ones? If there are more custom than standard quotes, the problem may be pricing or product related.
- How early in the sales process is a sales engineer required? As salespeople mature, they should engage SE resources later in the process, which means they’re working on larger more valuable deals rather than EVERY deal – quality over quantity.
- Review your “contact to cash” workflow and document it. Contact to cash is what happens from the time a salesperson meets a prospect to the time that customer pays a bill.
- Is there standard, useful, clear and concise collateral for the services you offer or does each salesperson have to create new materials from scratch before customer meetings? Branding and messaging are key and excellent ways to increase momentum.
- What does your brand look like to prospects who don’t know you? Are the products and services updated on your website, is your value proposition clearly articulated for prospects?
A large mass doesn’t need to be fast to generate meaningful results. Consider the gridiron exploits of William “The Refrigerator” Perry.
GIVE THE MACHINE A TUNE-UP
- One great way to increase sales momentum by increasing the mass… get sales and marketing teams on the same page. This can be done by having the groups collaborate to develop and launch nurture campaigns to connect with former and existing customers as well as demand generation campaigns to reach new prospects and create a steady flow of marketing qualified leads.
- Preventative maintenance goes a long way, so spend some time reviewing and coaching your sales operations resources. Successful organizations have a rock star sales operations team who focus on: reporting (key stats, sales forecasting), commissions, internal escalations, stay in regular communications with internal groups. The Sales ops expertise is distilling these activities into ways reduce friction, measuring and improving sales results.
- Lastly, if you’re not in sales, take a few minutes and check-out Brian Burns and his podcast “The Brutal Truth about Sales and Selling”. It’s likely you’ve had these conversations before and will give you some perspective from the sales team.
– Steve Smith, Senior Partner
At Ronin our team knows how critical momentum is, how to get it, and most importantly how you can use momentum to scale your business and create long-term value. Give us a call or drop us a note firstname.lastname@example.org or 303-678-1844.