New Science of Salesforce Effectiveness

Sales & Marketing Framework

New Science of Salesforce EffectivenessOur Only security is Our ability to change. —JOHN LILLY

In our best-selling book, Sales and Marketing Optimization, which we co-authored and published through the NAW, we emphasize how critical it is for distributors to focus on ‘sales force effectiveness’ and ‘developing competitive value propositions’ in tandem. They cannot be optimized in isolation. In order to integrate them effectively, companies should first address the following key questions: Which sales force activities provide the greatest return on time and dollars invested? Are sales force efforts directed being toward those activities that provide the most value to both present and future customers? How does the firm determine the most important opportunities and present them to salespeople? How can the firm follow up and measure sales force effectiveness in pursuing new opportunities? What forms of compensation will motivate the sales force to pursue optimal profitability in customer relationships? In developing our book, Sales and Marketing Optimization, we spent over a year with 20 companies across varying lines of trade to uncover a best practice framework that answered these and more key questions. The outcome of the study (as further described below) and book drives this capability workshop.

  • A comprehensive sales and marketing framework to help companies create competitive value propositions
  • 30 best practices on growth from actual distributors
  • 60 ready-to-implement action steps
  • 122 real-world distributor examples from across the industry!

Your path to creating competitive value propositions will be broken down to 3 key zones.

  • Zone 1 will layout an all-inclusive sales and marketing framework along with motivations and current trends. The framework will help you think uniformly and coherently about processes and profitability as it relates to customer experience.
  • Zone 2 will demonstrate the three essential components of sales and marketing strategy. It brings the focus and alignment to deconstructing these sales and marketing strategy components—market segmentation, target market selection, and value proposition development.
  • Zone 3 is where rubber meets the road and we define critical sales and marketing processes and hammer home best practices. This zone places special emphasis on making the all-important connection between sales and marketing processes and shareholder value. This zone will also hone in on critical sales force effectiveness contributors – business development, marketing communications, sales force design, sales force deployment and compensation, and sales force development and management.

The workshop will conclude with a roadmap outlining your plan of action, complete with suggestions on how to implement the sales and marketing framework and adopt best practices to boost sales force effectiveness in your firm.

Enhancing sales force effectiveness and developing competitive value propositions is based on science while leaving room for the “art” of consultative selling. To truly optimize sales and marketing, our workshop helps teams adopt and embrace the key findings from our year-long study that gave rise to our book, Sales and Marketing Optimization:

  • Distributors should do everything they can to improve profitability by following best practices in sales and marketing.
  • To do so, you must establish a one-to-one connection between sales and marketing processes and share-holder value.
  • It is easier than you think to quantify and continually measure this connection.
  • Distributors that successfully navigate the complexity of business development and opportunity management gain a massive competitive advantage over their peers.
  • Understanding and educating the sales force about the “business we want to do” is just as critical as defining your value proposition to customers.
  • Art (through experience and judgment) provides a pathway to growth, but science-assisted art provides the pathway to sales force effectiveness and competitive value propositions.
  • Three-way alignment across your customers, your sales force, and your company, is fundamental to sales force performance.
  • Continual learning in sales and marketing best practices enables distributors to realize their full profitability potential.

This is not your traditional training workshop, listening to an 8-hour monologue. We take a different approach and prefer to call each session an ACTshop. We take an innovative, agile approach:

Why are our ACTshops so successful?  Peer-driven, blended learning is the key. Research has shown that people retain more, apply more, and experiment more when opportunities are aligned for them to learn, apply, follow-up, and re-learn. Our ACTshops are designed to follow this sequence but in a more fun-filled, inspiring way.

Our ACTshop consists of, but not limited to:

  • Pre-course preparation
  • In-session business assessment tools
  • Post-course follow-up
  • Capstone projects
  • People-process-performance alignment
  • Best practice resources

We are here to listen and learn. Let’s optimize your firm’s profit potential. 

“I am blown away by the scope of this book and the depth of knowledge and real-world experience it contains. I only wish I had a reference like this at the beginning of my career. Fortunately, I have it now and it’s not too late to do something with it! This book is very actionable with constant emphasis on measurable results at the shareholder and stakeholder levels. This is simply the best sales and marketing book for distributors that I have ever read!”

Byron Potter
Chairman, Dallas Wholesale Builders Supply, Inc.

Sounds interesting? Contact us for a quick chat.