How to create sales excellence and implement strategy - Mercuri International

Copyright © Mercuri International

The Global Sales Excellence Survey

Powerful and practical insight from the world’s

best performing companies

Taking Sales to a Higher Level

Established in 1960, 15,000 client cases, 250,000 participants per year, 60 + sectors

Matthew Everitt

Mercuri International

+44 7572 343 341, [email protected]


What are the differences between higher, middle and lower

performing companies?

What are the sales excellence factors that the better

performing companies concentrate on?




926 responses

500 global small, medium and large enterprises

53 statements

concerning sales practices

High, medium and low performers / comparison

Banking, Finance & Insurance

Chemical

Construction

Consumer Goods, Retail

Logistics & Automotive

Manufacturing, Industry

Pharma & Medical Devices

Software, IT

Telecommunications

Utilities


926 responses



Sales Excellence and Strategy

Implementation ‘Health Check’*

*You have this self- assessment

to complete yourself

with this insight document

The Top 10 Drivers for Sales Excellence

1. The image of ‘sales’ inside the

company is Excellent


2. The corporate structure fully supports sales

through cross functional approaches from

different departments (e.g. matrix structures)

Non-aligned KPIs

Fault lines between departments Sales HRProductionIT Logistics Finance

What Makes Sales Excellence Harder?


Culture Clash!

Mergers, AcquisitionsDifferent Offices

SALES IT PRODUCTION QUALITY LOGISTICS FINANCE

SALES IT PRODUCTION QUALITY LOGISTICS FINANCE

3. The overall sales strategy is

clearly defined


4. The sales strategy is fully

documented in writing

5. Specific sales topics within

the corporate strategy

are defined explicitly


PROBLEM!

Only 20% of

companies’ strategies

are understood on a

day to day basis

by the front line (and

customer facing) staff

Mercuri Research;

Comprehension & Retention


60% under perform

40% over perform

PROBLEM!

12% of

sales people

make 50% of

total results

% of Sales Team

Research:

Performance against objectives+

-

10 20 30 40 50 60 70 80 90 100


Poor Strategy Implementation;

Performance Variance


PROBLEM!

Line Managers can

‘dampen the pendulum’

Mercuri Research;

‘Strategy Leakage’

Market Situation?

Current

Results

Current

Customer

Portfolio

Current Sales

& Service

Activities

Current Sales

& Service

Competencies

Future

Customer

Portfolio

Future Sales

& Service

Activities

Future Sales

& Service

Competencies

Market Strategy?

Problem Solved!How to improve Strategy Implementation


Future

Results

6. A blended

approach is used

when developing

the competence

of sales staff

i.e. e-learning or virtual learning

combined with coaching and face to

face training



Mercuri research

Only 17%

PROBLEM!Only 17% of a sales organisation’s timeis spent on direct customer work

Problem Solved! The only three sales factors we can influence


1. Quantity, 2. Direction3. and Qualityof Sales Activity

7. A detailed description of the steps of the sales

process is documented in written form


8. Each step of the sales process has defined

training modules, checklists and supporting

instruments and tools


Problem Solved! Sales Process Excellence; DAPA


D

A

P

A

efinition of the customer’s requirements

cceptance of the requirements by the customer

roof that we can fulfil the customer’s requirements

cceptance of the proof by the customer

Working PlatformActivity working

on ‘live’ opportunities

not yet converted

Market Platform Activity to identify and

activate potential

opportunities

Buying PlatformActivity on converted opportunities

designed to maintain and grow

Problem Solved! Sales Process Excellence:The Sales Platform Model


New

Customer

Selection?

Approach?Sales process?

Account

Growth?

Conversion

of sales?

Brick-Walling?

9. Each member of the sales team has a

systematic account management planning

process for each of their customers



88

499

57

644

16

222

44

282

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

No

Yes

You need an exclusive sales force for Key Customers

Do you have a

dedicated sales

force for Key

Customers?

Top Sales

Companies Middle All Bottom


10. CRM tools are an integral part of the company,

populated with relevant information and

regularly updated by sales teams



You need to actively enable tech tools

Instant Market Data and Customer News

(Providing ‘compelling events’ to create potential

sales opportunities)

Instant Sales Leads issued

immediately in ‘real-time’

53318 44 415

40

245

23

308

11

158

34

203

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

never

each 2-4 years

annually

How often do you

invest in Customer

Satisfaction Survey?

Middle All Bottom

You need to regularly seek feedback via Customer Satisfaction Surveys


Top Sales

Companies

You need to continuously improveevery ‘Moment of Truth’

A short story by way of example


• SAS - Scandinavian Airline System

(National airline of Denmark, Norway & Sweden)

• 1981 Appointed New CEO – Jan Carlzon.

• 1980 Losing $17m per year

• Reputation for being ‘always late’

• Ranked no.14 out of 17 airlines in Europe

• Very centralised company to the detriment of customers,

shareholders and staff.

‘Moments of Truth’

“A ‘moment of truth’

is an episode in which a customer comes into contact

with any aspect of the company, however remote,

and thereby, has an opportunity

to form an impression’’.

Jan Carlzon – President, Scandinavian Airline Systems


What Jan did next……


• He spent 6 months working through each and

every role in the organisation

• Jan appointed a Board Director to each department

and demanded the great ideas were turned into

action and implemented as new SAS processes

• He actively requested ideas from each person

• Ideas that were customer focused and did not

rely on $millions of investment

• The teams had many great ideas, improving

the customer experience, breaking down silos,

boosting teamship and morale

The Result?


And now?

A $54m profit

last year

• Survival!

• Happier customers

• Happier staff

• Profitability

• Growth

• Longevity

Customer service doesn’t work without internal service.

Service America

Improving Our ‘Moments of Truth’External is connected to Internal

In a nutshell!

Sales Excellence

should include

everyone, in every

way, everyday….

In a planned way.


ACTION PLANNING

Ready?

Complete your

self-assessment



Thank YouHow can we help you

to achieve more?

We take your sales, service and leadership to a higher level

Matthew Everitt

Mercuri International

+44 7572 343 341, [email protected]

Date post:	21-Jan-2018
Category:	Sales
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