There are essentially, three key factors that are impacting sales organisations today.
- The first is there are multiple stakeholders in every engagement
- The second is that the buyers themselves quite often know more than the sales people who they’re seeing
- And third, there are so many options for customers, that price tends to be a dominating factor.
So if you consider all the pressures and the demands, the question is what does the organisation do?
Because if you’re not the low-cost option, the differentiated option or the niche player, you need to find an alternative to overcome these challenges, and that alternative is without a question of doubt the sales organisation.
5 Ways to Differentiate Your Sales Organisation
There are essentially 5 ways a company can differentiate its sales organisation: Strategic, Process, Management, Team and Enablement.
1. The Strategic Level
At the Strategic Level it includes factors such as Sales Force Structuring, Sales Force Sizing, Value Propositions.
2. The Process Level
At the process level it includes fundamentally and critically, How You Engage With Your Customers. Every step of the way from the first contact with the customer all the way through to a closed deal. A number of companies have mapped a Customer Sales Engagement Process; the challenge they face is that their sales organisation is not deploying it; it’s been randomly deployed or in some cases not deployed at all.
3. The Management Level
So a way sales organisations can differentiate at the Management Level is critically by starting with leading activities. By defining what they are and the quantitative level at which they have to happen. The managers then need to ensure that those leading activities are happening and then coach according to the gaps inside those leading activities.
4. The Talent Level
At the Talent Level there are a number of key factors that need to be considered.
- The first is hiring the right people
- the second is on-boarding them correctly
- And the third is equipping them to be able to deal with the right stakeholders, at the correct level, and to be able to bring insights and value to those engagements.
5. The Sales Enablement Level
And finally at the Sales Enablement Level:
- First of all CRM is critical
- Then coupled with that are all the tools that will facilitate and enable the sales force to engage with customers. Tools such as Cost of the Problem Tabulators ROI Tabulators
- And most importantly, customers want to know what other customers have done with your products and services; so vertically aligned case studies are critical.”