# Sales Strategy

**Sales process, pipeline management, and forecasting best practices**

## Sales Framework

### Sales Process Stages

1. **Prospecting** - Identifying and researching potential customers
2. **Qualification** - Determining fit, budget, and priority
3. **Discovery** - Understanding needs, pain points, and goals
4. **Proposal** - Presenting tailored solution and value proposition
5. **Negotiation** - Addressing objections and finalizing terms
6. **Closing** - Securing commitment and signature
7. **Onboarding** - Ensuring successful implementation and adoption

---

## Qualification Frameworks

### BANT Framework

**Budget**
- Can they afford the solution?
- What's their budget range?
- Who controls the budget?
- When is budget allocated?

**Authority**
- Who makes the final decision?
- Who influences the decision?
- What's the approval process?
- Who are the stakeholders?

**Need**
- What's the pain point?
- How urgent is it?
- What's the cost of inaction?
- What alternatives are they considering?

**Timeline**
- When do they need it?
- What's driving the timeline?
- Are there any blockers?
- What are the consequences of delay?

### MEDDIC Framework (Enterprise Sales)

- **Metrics**: Quantifiable value and ROI
- **Economic Buyer**: Person with budget authority
- **Decision Criteria**: How they'll evaluate solutions
- **Decision Process**: Steps and stakeholders involved
- **Identify Pain**: Specific problems to solve
- **Champion**: Internal advocate who sells for you

---

## Pipeline Management

### Pipeline Stages
```
Lead → MQL → SQL → Opportunity → Proposal → Negotiation → Closed Won/Lost
```

### Pipeline Health Metrics

**Coverage Ratios**
- Pipeline value : Quota (Target: 3-4x)
- New pipeline created : Closed won (Velocity)
- Stage progression rates

**Quality Metrics**
- Conversion rates by stage
- Average deal size
- Sales cycle length by segment
- Win rate overall and by competitor

### Pipeline Hygiene

**Weekly Reviews**
- Move stalled deals (30+ days inactive)
- Update close dates realistically
- Validate qualification criteria
- Document next steps

**Monthly Audits**
- Remove zombie opportunities
- Re-qualify large deals
- Update forecasts
- Clean up data quality

---

## Forecasting Methodology

### Forecast Categories

**Commit** (90-95% confidence)
- Verbal commitment received
- Contracts sent or in legal review
- Decision maker engaged
- Timeline confirmed within 30 days

**Best Case** (70-85% confidence)
- Strong engagement and interest
- Budget confirmed
- Decision process understood
- Timeline within 60 days

**Pipeline** (25-50% confidence)
- Qualified opportunity
- Active conversations
- Needs identified
- Timeline within 90 days

### Forecast Formula
```
Commit + (Best Case × 0.75) + (Pipeline × 0.35) = Forecast
```

---

## Sales Methodologies

### SPIN Selling

**Situation Questions**
- Understand current state
- Gather background information
- Build context

**Problem Questions**
- Uncover difficulties and dissatisfactions
- Identify implied needs
- Create awareness of issues

**Implication Questions**
- Explore consequences of problems
- Build urgency
- Quantify impact

**Need-Payoff Questions**
- Focus on solution value
- Get buyer to articulate benefits
- Build commitment

### Challenger Sale

**Teach** for Differentiation
- Teach prospects something new
- Reframe their thinking
- Provide unique insights

**Tailor** for Resonance
- Customize message for stakeholder
- Speak their language
- Address their specific concerns

**Take Control** of Sale
- Drive the conversation
- Push back constructively
- Maintain momentum

### Solution Selling

**Focus on Business Issues**
- Not product features
- Customer's business outcomes
- Strategic objectives

**Quantify Impact**
- ROI calculations
- Cost of status quo
- Time to value

**Demonstrate Value**
- Proof of concepts
- Case studies
- Customer testimonials

---

## Objection Handling

### Common Objections & Responses

**"It's too expensive"**
- Reframe around value, not price
- Break down cost per user/month
- Compare to cost of problem
- Offer payment terms

**"We're happy with current solution"**
- Acknowledge their satisfaction
- Uncover hidden pain points
- Highlight opportunity cost
- Differentiate on unique value

**"Not the right time"**
- Understand timing concerns
- Quantify cost of delay
- Offer pilot or phased approach
- Set future follow-up

**"Need to think about it"**
- This is not an objection, it's a stall
- Probe for real concern
- "What specifically do you need to think about?"
- Address underlying issue

**"Need approval from others"**
- Map decision-making process
- Offer to present to stakeholders
- Provide materials for internal selling
- Identify your champion

### Response Framework

1. **Listen** actively without interrupting
2. **Acknowledge** their concern is valid
3. **Clarify** to understand the real issue
4. **Respond** with value and evidence
5. **Confirm** the concern is addressed
6. **Move Forward** to next step

---

## Sales Tools & Tech Stack

### CRM Systems
- **Salesforce** - Enterprise standard
- **HubSpot** - All-in-one platform
- **Pipedrive** - Pipeline-focused
- **Close** - Inside sales optimized

### Sales Engagement
- **Outreach** - Sequencing and automation
- **SalesLoft** - Cadence management
- **Apollo** - Prospecting and enrichment
- **LinkedIn Sales Navigator** - Social selling

### Proposal & Contract
- **PandaDoc** - Proposals and e-signature
- **Proposify** - Proposal software
- **DocuSign** - E-signature
- **Qwilr** - Interactive proposals

### Intelligence & Data
- **ZoomInfo** - Contact data
- **Gong** - Conversation intelligence
- **Clari** - Revenue operations
- **InsightSquared** - Sales analytics

---

## Key Performance Indicators

### Activity Metrics
- Calls made
- Emails sent
- Meetings booked
- Demos delivered
- Proposals sent

### Pipeline Metrics
- Pipeline value
- Pipeline coverage
- New pipeline created
- Stage progression rates
- Pipeline velocity

### Outcome Metrics
- Quota attainment
- Win rate
- Average deal size
- Sales cycle length
- Customer acquisition cost (CAC)

### Business Metrics
- Revenue
- Lifetime value (LTV)
- LTV:CAC ratio
- Churn rate
- Expansion revenue

---

## Best Practices

### Discovery Call Excellence
- Prepare with research
- Ask open-ended questions
- Listen 70%, talk 30%
- Take detailed notes
- Summarize and confirm understanding
- Get commitment for next steps

### Demo Best Practices
- Discovery before demo
- Customize for their use case
- Tell stories, not features
- Show, don't tell
- Address their specific pain
- Leave time for questions
- End with clear next steps

### Proposal Writing
- Executive summary first
- Focus on their business outcomes
- Quantify ROI
- Include customer proof points
- Clear pricing and terms
- Strong call to action

### Negotiation Tactics
- Know your walk-away point
- Trade, don't give
- Anchor high
- Build value before discussing price
- Get something in return for discounts
- Use time pressure strategically

### Closing Techniques
- **Assumptive Close**: "When would you like to start?"
- **Alternative Close**: "Option A or Option B?"
- **Urgency Close**: Limited time offer
- **Takeaway Close**: "This might not be a fit if..."
- **Summary Close**: Review value and benefits
- **Direct Close**: "Are you ready to move forward?"

---

## Sales Enablement

### Onboarding Checklist
- [ ] Product knowledge training
- [ ] Sales methodology certification
- [ ] CRM system training
- [ ] Competitive intelligence
- [ ] Pitch certification
- [ ] Shadowing experienced reps
- [ ] Role-playing exercises

### Ongoing Development
- Weekly skills training
- Monthly coaching sessions
- Quarterly business reviews
- Deal strategy sessions
- Win/loss analysis
- Best practice sharing

### Sales Collateral
- One-pagers and datasheets
- Case studies by industry
- ROI calculators
- Competitive battle cards
- Demo environment
- Email templates
- Call scripts

---

## Success Metrics & Compensation

### Typical Quota Structure
- 70-80% of reps hit quota (healthy)
- Top performer: 150-200% of quota
- Average: 90-110% of quota

### Compensation Models

**Base + Commission**
- 50/50 split for new business
- 60/40 split for account management
- Accelerators at 100%+ quota

**Base + Bonus**
- Fixed bonus for hitting quota
- Tiered bonuses for overperformance

### Recognition Programs
- President's Club for top performers
- SPIFFs for strategic initiatives
- Quarterly awards
- Career progression paths