1. Sales Process and Strategy
Josh Campbell
Nominet Trust Academy, 2012

2. Agenda The science of selling Process and metrics
Maximise lead conversion
Sales strategies
Maximise opportunity conversion
Most common mistakes
Summary

3. The science of selling
Successful sales people exhibit following qualities
Willing to ‘cold call’ socially
Passion
Planning
Listening
Accountability
80% science, 20% art
2 main attributes to success
Activity and technique
Process and strategy to follow for success
Not complex

4. The process and metrics
AIDA
Attention
Interest
Desire
Action
4 key numbers / ratios
Number of leads generated
Number of leads converted to opportunities
Number of opportunities converted to sales
Average deal size

5. Maximising lead conversion
Ideal Customer Profile
Fix / Do / Avoid
For Qualitative lead generation start high
Lots of published information
To get exec attention - WYWYN
Keep it short
Talk about them, not you – subject line ‘you….’
Ask for what you want
‘Elevator pitch’
5-15 seconds – evidence!
Different for different sectors / customer types
Inbound leads degrade quickly
Instant action – mix media if necessary and persist (6x)

6. Campaign strategies 5 ‘strategies’
Disengage
Defend (nurture)
Frontal – 3 to 1 advantage
Flanking – move the goal posts
Fragment – ‘land and expand’
Your biggest competition is ‘do nothing’
Meeting strategies
Best possible / minimum acceptable

7. Maximising conversion rates
Referrals
High-influence coach
Inbound lead
Regularly review as a team in structured way
Use common language / methodology / scoring method
There is a project
Owner / time-scales / budget / name
There is a compelling event
The customer has a good fit with your ideal criteria
You maximise your strengths and minimise weaknesses
You get creative
What other IP do you have?
Understand DM process

8. Most common mistakes Lack of activity
focus on you and your product / service
Poor qualification
‘Lone wolf’
No planning
Don’t nurture when no immediate opportunity
Neglect top of funnel when in close mode
No coach
Don’t understand DM process
Don’t understand metrics – particularly lead source

9. Summary Structure and methodology like any business process
People will buy if your product meets a key requirement
Fix / do / avoid
Listen then speak
Focus efforts on right things at the right time
Activity and productivity
Measure the key metrics
Review as a team
Plan every activity