Issue link: https://www.e-digitaleditions.com/i/215553
Step 4 SWAT Team Sales continued • "ID to Close" new business-stepped selling process – A written, multiple-stepped plan that helps your sales team gain more control of their selling process and initiate the steps that can most differentiate you and your product (or service) offerings. • "1/1 to 12/31" plans to support and grow your best customers – What kinds of solid, multiple-stepped plans do you and your team have in place to help insure a consistent and effective level of selling support for your best existing customers? Think you and your reps working as a team could develop a more consistent way to proactively support and grow your best customers? Step 3 Coach and train your sales managers to shift from being "Transactional Managers" to "Selling Process Coaches." Sales managers should receive training in how to get the most out of the tools (developed in "Step 2"). This will help them consistently invest more time each week as coaches and strategists and less on the day-to-day "fire-fighting." Your entire sales leadership job description and focus will, most likely, need to be changed and strengthened. Coach and train your sales team to effectively use your newly defined "Selling Best Practices" and account planning (and coaching) tools. Investing all of your selling efforts in building relationships with key buyers is no longer a strong account selling strategy. Customers today are less loyal, more demanding and more price-sensitive. Your competitors are effective selling professionals with a solid set of existing customers, offering proven products at a very competitive price. Your ability to win competitively in this intensive market will be based on your ability to consistently apply the "SWAT Team Selling Best Practices" and proven philosophies that can best increase your competitive advantage and selling success. So What Can You Start Doing Now? The goal of implementing all four of these "SWAT Team Selling" steps is to help you achieve a stronger consistency, selling focus and profitability within your sales team. Any creativity by a sales team member that wins business will still be lost without a defined structure or process to capture and replicate that creativity into the future selling efforts of your entire team. Once this is in place, even a competitive loss will provide value by helping you adjust and strengthen your process...improving your chances of winning in the future. Raise the bar with Perlick Perlick's new back bar refrigeration raises the bar for quality, craftsmanship and performance. Our new models move way beyond basics with thoughtful amenities you just can't get from others, including NSF-approved food storage, industry exclusive wine drawers, full-extension wine shelves, wine and beer dispensing tapping kits, Dual-Zone models and more. Learn more at perlick.com. Dual-Zone models also available Quality & Innovation that inspires 26 FEDA News & Views C US