8.4 KiB
8.4 KiB
Sales Strategy
Sales process, pipeline management, and forecasting best practices
Sales Framework
Sales Process Stages
- Prospecting - Identifying and researching potential customers
- Qualification - Determining fit, budget, and priority
- Discovery - Understanding needs, pain points, and goals
- Proposal - Presenting tailored solution and value proposition
- Negotiation - Addressing objections and finalizing terms
- Closing - Securing commitment and signature
- 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
- Listen actively without interrupting
- Acknowledge their concern is valid
- Clarify to understand the real issue
- Respond with value and evidence
- Confirm the concern is addressed
- 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