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Building Sales Success in 2006

If you haven’t already started, now is an excellent time to dust off the play book and start your sales planning process for 2006. Sure, you’ve probably already got your revenue and margin goals set, but building a successful sales team requires taking a deeper look at three areas: Strategy, Process and People. It’s the CEO’s job to make sure that this gets done right.

A good way to begin, is to reflect on what’s working and what isn’t, where you’re strong, and where you need improvement. Spend some time analyzing your 2003 results, and comparing them to your competitor’s and the market overall. Next, dig into the sales numbers broken down by channel, territory and product/service. Perform a simple SWOT analysis, and make sure you answer the following questions:

• What shifts in sales strategy do we need to make in order to accelerate our growth?
• How can we adjust our sales channels to improve our market coverage?
• Are our marketing programs producing enough qualified leads to hit our 2006 revenue and profit plan?
• Is our sales process well understood by all and being followed?
• Do we have a good system for measuring sales activity, our pipeline and our close ratios?
• Which sales people are underperforming and why? What actions need to be taken to get them back on track?

Once you have a good preliminary idea of where you need to make adjustments, pull your sales and marketing management team together and build a strategic sales plan for 2006. This can be done in a day or less -- usually an off-site meeting is best.

Need some help to get started? Click here to download Cube’s Sales Scorecard, a quick and easy tool that will help you assess your sales program in three key areas: Strategy, Process and People. It takes 5 minutes to do, and will give you clarity on the issues which need work. Better yet, distribute the tool to your sales management team and have each person complete the Scorecard independently. Then meet as a group to share your results and start forming an action plan.