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Would You Pass an Annual Sales Self-Assessment Check-Up?

  

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I am often surprised by how few companies conduct a periodic examination of their sales model.   With the cost of sales being one of the most expensive line items in your company's budget, an annual check-up may seem like common sense, but it is not unusual for it to be overlooked. Revenue growth pressures and day-to-day people management issues can easily take priority.  However, if left unattended, changes in market dynamics, buyer behavior, and the competitive landscape can create chaos in your sales process and reduce win-rates. To confirm that you are maximizing your sales investment dollar, we recommend conducting a simple, annual sales check-up. This quick, 5-point assessment will help you identify and prioritize any sales ailments before they become chronic.

1. Is your value proposition story easy to tell? ______________
   
   
   • Is the ROI compelling enough to pique the buyers interest, so they’ll want to learn  more?
   • Is it customized for each industry?
     
     
2. Are your products and services clearly differentiated from your competition?______________
   
   
   • Are your  product messages, sales value-add, and supporting resources superior to your competitors?
   • Do your resources provide more value than your competitors -- helping prospects and customers earlier in their planning processes?
     
     
3. Is your sales force focused on the highest potential accounts?__________
   
   
   • Are you targeting accounts within the highest growth industries and geographies -- not just those who will easily grant appointments or send  RFPs?  
   • Are your marketing and sales organizations aligned with your corporate strategy?
     
   • Are they the most likely accounts to be experiencing the issues your solutions resolve?
     
     
4. Are your best resources in front of prospects and customers at the most strategic phases in their buying process?______________
   
   
   • Could you defeat the competition and significantly increase your win-rate by introducing a unique, high-value sales resource during the buying process? This is no time to keep your best subject-matter experts hidden-away in the R&D Lab.
     
     
5. Is your sales model and compensation architecture rewarding the desired sales teaming behaviors?______________
   
   
   • Are individual sales contributors being compensated appropriately?
   • Should your teaming approach have more of a team sales bonus component?
   • Does your hiring profile match the skills required during the sales process? 

This simple, 5 point assessment tool will help you determine if your sales model requires a more in-depth diagnosis.  If you scored  20: Go ahead and worry about  something else.  If you scored <20: Dig a little deeper to diagnose the underlying issue(s) The sooner you can identify and address any sales health issues,  the  better your long-term prognosis will be.

Mike Peters is the managing director of the Whitespace Consulting Group, a global business development strategy firm.  The Whitespace Consulting Group has been helping multi-cultural clients optimize their business development strategy since 2005. He can be reached at mpeters@whitespace-consulting.com, @WhitespaceCG, (508) 353-5168.