how to plan your sales kick-off meeting
TRANSCRIPT
Today’s Discussion…
• The value of “Clarity”
• The ideal growth strategy
• 8 conversations to create clarity
The Ideal Growth Strategy...
“I want a 27% increase in sales revenue”
Conversation #1 – Clarity on Targets...
• Sales Revenue/ Budget• Retention goals• Cross-sell targets• New customer targets
• Product mix• Profitability
Conversation #2 – Sources of Sales Revenue...
1. How much revenue do I believe I can confidently count on from retention of existing revenue from my existing customers?
2. Where do I think I can grow revenue in my existing customers and by how much?
3. What new revenue from new customers do I believe I can achieve in the coming 12 months?
Conversation #3 – Retention Strategy...
1. How did the return on effort compare, for each of my customers/products/ services last year?
2. In relation to retention of existing revenue, which customers are most at risk in the coming 12 months?
3. What are my specific strategies for retaining revenue with each key customer/ customer group?
Conversation #4 – Growing Existing Customer Revenue..
1. Are there opportunities in any of my existing customers to increase pricing?
2. Are there other people/ divisions within existing customers, that I should be doing business with?
3. Are there other products/solutions that my existing customers should be using/buying from me?
Conversation #5 – New Customer Revenue..
1. What does last year’s success (in generating sales), tell me is important in securing new customers?
2. What are the ideal characteristics of a prospective customer/opportunity and what does that mean for my ideal target market?
3. How can I leverage existing customers and other relationships, to generate more interested prospective customers?
4. Outside of referrals, what’s the best way to engage prospective customers in my target market?
5. What support/spend from the organisation/ marketing would make it significantly more likely, I would be able to accelerate the growth of pipeline/ achieve my targets this year?
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Conversation #6 – Most Valuable Activities..
1. What do our most successful salespeople do more of, do differently and do better that our least successful salespeople?
2. What were the highest value activities and behaviors that lead to success last year?
3. What are the three most important activities (lead indicators) that must be measured each week to ensure sales targets will be achieved?
4. What are the three most valuable and important sales leadership/coaching/enabling behaviours, that will support this activity and behaviour, across the broader sales team?
5. Are there any specific behaviours and activities, that are linked to poor performance and failure?
Conversation #6 – Most Valuable Activities..
Menu of Strategies
Find
Examples• Secure new customer meetings through
• Referrals from existing customers• Referrals from third party influencers• Joint meetings with specialists in wider team (and their clients)• Through calls to past prospects and customers that have left
Win
Retain, Grow and Leverage
Conversation #6 – Most Valuable Activities..
Menu of Strategies
Find
Examples• Secure new customer meetings through
• Referrals from existing customers• Referrals from third party influencers• Joint meetings with specialists in wider team (and their clients)• Through calls to past prospects and customers that have left
WinExamples…• Engage further stakeholder in target company• Provide copy of testimonial or recent case study for discussion
Retain, Grow and Leverage
Conversation #6 – Most Valuable Activities..
Menu of Strategies
Find
Examples• Secure new customer meetings through
• Referrals from existing customers• Referrals from third party influencers• Joint meetings with specialists in wider team (and their clients)• Through calls to past prospects and customers that have left
WinExamples…• Engage further stakeholder in target company• Provide copy of testimonial or recent case study for discussion
Retain, Grow and Leverage
Examples…• Maintain existing margins• Do favours for existing customers• Secure testimonials from existing customers• Increase pricing
Conversation #7 – Most Influential People..
Who are the twenty people most likely to influence the success of my growth strategy?
Conversation #8 – What Will Motivate YOU?
1. Outside of price, what’s the one thing that I believe will challenge me the most in achieving my sales targets this year?
2. Do I have a clear understanding, of what successfully achieving my targets and extra sales, will mean for me personally?
3. Do I believe that following through on the plan I’ve developed, will lead to achieving my sales targets?
4. Do I believe I have the skills required, to execute on the plan I’ve developed and everything else required, to achieve my sales targets?
5. What one thing would motivate me to the most, to execute on the plan I’ve developed and what would I be willing to give/ trade for it?
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