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DOCUMENT DESCRIPTION
Whether you are SaaS start-up with no sales team or an establish SaaS business looking to create a more structure sales organization this document will be a great help. This approach to sales is about quality vs. quantity. If you are a start-up and don't have a full time sales team you might use this process as a way to determine where to spend time and where not to. If you are building a sales organization this is a great way to guide you through the process so you can end up with a highly productive team. If you have a sales team in place and want to give them explicit direction and create a sales organization with transparency and accountability this will be helpful to you. You might need to tweak this process depending on your business but at a high level this will give you the guidance and structure you need to create repeatable processes which should lead to greater success in forecasting and a higher win rate.
2. Part 1 – Defining Roles and
Responsibilities
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3. Inside Sales/Sales Development
Representative Quota
The target for an Inside Sales professional must align with this process so that
everyone is focused on the same goals. The target should be a certain number of
qualified leads per month or quarter.
Determining whether it is per month or per quarter will depending your
average sales cycle. If it is 3+ months quarterly will make more sense, if it is
1 – 2 months then a monthly target will make more sense.
The target will also depend on the average deal size and what you need each
individual to generate. For the next slide it is assumed an average deal size
of $2,000 - $3,000 monthly recurring revenue.
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4. Account Executive/Outside Salesperson
Quota
Targeting an Account Executive professional must align with this process so that
everyone is focused on the same goals. The target should be a monthly recurring
revenue per month or quarter.
Determining whether it is per month or per quarter will depending your
average sales cycle. If it is 3+ months quarterly will make more sense, if it is
1 month then a monthly target will make more sense.
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5. Sales Training
Onboarding and training is critical in ensuring that your new team members
understand their responsibilities, your business and processes. Effective and
comprehensive training has the following effects:
Sales team members will be more productive faster
Sales team members will understand what resources are available and where
to find them
Sales team members will be more self-sufficient
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6. Core Sales Training Modules – Company
Overview
Company Overview – In-person Presentation
Company history
Company founders
Company ownership
Why was the company started and what problems were they looking to solve
How has the product evolved in that time
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7. Core Sales Training Modules – Value
Proposition
Value Proposition – In-person Presentation
What are the unique selling points of your product/solution?
What is your value proposition on a per industry/persona basis – different
industries and people in different roles might value your solution in different ways.
Pitching differently will help your team understand how to gain interest from all
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8. Core Sales Training Modules – Target
Market
Target Market – In-person Presentation
What industries do you have the most success with and why?
What personas do you have the most success with and why?
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9. SDR Training Modules
Mock Calls
Task
Management
& Sales Tools
Call Scripts
Inbound vs.
Outbound
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10. Core Sales Training Modules – Task
Management and Sales Tools
Task Management – In-person Presentation
As these team members will be responsible for handling all inbound and
outbound lead generation managing tasks is critical. Training on how
much time to spend on specific activities, how to organize ones day
should be explained. The following tools should be used:
Email Sequences/Task Management – setting up specific email sequences with built in call
tasks should be used to ensure leads do not fall through the cracks. Example tool –
Outreach.io
CRM System – identifying exactly how this should be used so management can run reports
and metrics. Example tool - Salesforce
Lead Generation – Tools to get email addresses and telephone numbers are critical.
Training on how they should be used is an essential part of this role. Example tools –
DiscoverOrg, getprospect.io and Linkedin Sales Navigator.
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11. Core Sales Training Modules –
Forecasting
Forecasting – In-person Presentation
Forecasting is critical to successfully closing business in a consistent way, it is a
constant challenge but training the AE’s on the typical process for your business
will help you close business as and when expected.
Explain the typical sales process both the process and time
Explain the typical procurement process, expected discounting for your business as well as
whether there is a heavy legal/negotiation process
Explain how long the process typically takes from the point of being selected as the
vendor or choice.
Explain the % weights given to each stage in the sales process (typically a CRM will
automatically assign a weighting based on stage – more information to follow in the CRM
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12. Part 3 – Qualification Process
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13. Qualification Process – Timeline
Understanding the timeline and any critical dates/constraints will help you
understand the risks/roadblocks as well as help you with forecasting close
dates. Below are some great questions to better understand the timeline:
Do you have a timeline in mind for the project?
Once you select your preferred vendor what is the process from that point to
contract signature?
Is there a critical date when you need the solution implemented by?
Are there any things that need to happen before you implement this solution?
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14. Qualification Process – Additional
Questions
Asking additional questions will really help paint the picture of the situation.
Here are some additional topics and associated questions:
Project Goals
Is there a coordinated project to find XXX solutions at your organization?
What problems are you looking to solve?
What specific goals are you hoping to achieve using XXX?
What pains are you trying to solve by using XXX?
General Questions for calls/demonstrations as part of introductions
What do you want to get out of the call today?
What are your biggest challenge that a solution like XXX can solve?
Competition
What other vendors are you looking at?
What will make you pick one solution vs. another?
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15. Spin Selling Process
The Spin Selling Method by far is the most effective due to its approach to
preparing and organizing for a call as well as through the line of questioning. In
this section a call preparation template will be provided with some examples.
Ensuring that each team member reads the book will lead to more success.
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16. Spin Selling Process – Call Preparation
Sheet – Needs/Benefits/Outcome
Explicit Needs
Benefits
Outcome
● ...
● ...
● …...
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17. 1
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