Nonstop Sales Boom: Powerful Strategies to Drive Consistent Growth Year After Year

Overview

Do your company's sales results lurch between highs and lows—with the end of each quarter reduced to a mad scramble to meet quota? For many sales organizations, the pattern is commonplace and unshakeable.

Nonstop Sales Boom explains how to break this unhealthy cycle and achieve strong, steady results—every quarter, from every member of the team. The secret is to broaden the focus from merely closing deals to actively nurturing the four critical stages of client engagement:

● ...

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Nonstop Sales Boom: Powerful Strategies to Drive Consistent Growth Year After Year

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Overview

Do your company's sales results lurch between highs and lows—with the end of each quarter reduced to a mad scramble to meet quota? For many sales organizations, the pattern is commonplace and unshakeable.

Nonstop Sales Boom explains how to break this unhealthy cycle and achieve strong, steady results—every quarter, from every member of the team. The secret is to broaden the focus from merely closing deals to actively nurturing the four critical stages of client engagement:

● Attraction: Fill the funnel with lucrative prospects

● Participation: Turn them into customers faster

● Growth: Invest in valued clients

● Leverage: Turn customers into referral generators

When companies concentrate on only one or two of these areas, their results become erratic. With the field-tested strategies in Nonstop Sales Boom, readers will learn how to systematically attract a regular flow of prospects and move them smoothly through the pipeline. Packed with enlightening examples of sales disasters and standouts, this practical guide brings balance to the selling process, reliability to revenues, and booming sales all year long.

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Editorial Reviews

From the Publisher
"Packed with enlightening examples of sales disasters and standouts…brings balance to the selling process, reliability to revenues and booming sales all year long." —Top Sales World

"If you plan to buy, read, study, teach from, and hand out just one book this year, it must be Nonstop Sales Boom.—PCB007.COM

"Colleen Francis’s new book is one you will mark-up, dog-ear, and highlight the heck out of." —Realtor Magazine

",,,great book for any professional salesperson and we love her approach to the topic of prospecting." —Go for No!

“…a must read for sales managers and business leaders interested in achieving long term growth and success." —Peak Sales Recruiting

"If you are in any way responsible for sales in your company, this book is a gold mine." —The Chronicle Herald

"Improve your skills and bring consistent growth year after year with NONSTOP SALES BOOM.”—Your Sales Management Guru

“I would recommend you buy this book for each of your salespeople...[discuss] how it fits in your sales process...and develop a team discussion on the topic." —Your Sales Management Guru

Insightly Best Small Business Books of 2014

“Lots of great ideas…covers every stage of the sales process and even goes beyond it to offer ideas for garnering additional sales from existing customers.” —About.com/Sales

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Product Details

  • ISBN-13: 9780814433768
  • Publisher: AMACOM Books
  • Publication date: 8/13/2014
  • Pages: 288
  • Sales rank: 623,066
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

COLLEEN FRANCIS is President and Founder of Engage Selling Solutions. Selected as a 2013 Top Sales Influencer by Openview Sales Lab, Colleen is known for delivering results. Her clients include Merck, Hilton, Chevron, Royal Bank of Canada, Dow AgroSciences, Adecco, Trend Micro, and countless other leading organizations.

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Read an Excerpt

I N T R O D U C T I O N

A Better Way: A Nonstop Sales Boom

MOST SALES ORGANIZATIONS ARE FAR TOO FAMILIAR with the following scenario: As the end of the quarter approaches, team members are frenetically working to close deals. Some will close those deals and some won't. At the end of the quarter some salespeople have made their target, some haven't. And at the start of that next quarter, almost all of them—those who didn't meet their targets and those who did—will be facing insufficient pipelines and spend the next weeks chasing new leads that may or may not close in time.

Feast or famine, boom or bust, apex or nadir—it's a pattern that too many sales organizations regard as a necessary evil. I don't. I see it simply as an evil. This is what compelled me to write Nonstop Sales Boom.

Sadly, all too often when teams perform well in one quarter they are more likely to see results collapse in the next. Why? In the all-consuming rush to close deals at the end of the quarter or year, key activities fall by the wayside. And when activities like lead qualification and account management suffer, the seeds are sown for bad results down the line—in effect, creating a self-imposed vicious cycle where results vary significantly from quarter to quarter.

For sales leaders, this boom and bust cycle creates enormous uncertainty and inconsistency. Yet it's considered "normal." Do any of the following statements sound familiar?

• "We always have inconsistent results because our buyers don't buy in the first month of the quarter!"

• "I expect fluctuating individual sales performance! They can't be perfect all the time. If they were, that would show that our targets are too low."

• "It's okay to have a few on the team who underperform. They are balanced out by the overperformers."

• "I'm just in a slump. I'll get over it soon."

• "Our business is always seasonal."

• "It's just the typical hockey stick!"

• "It's always been this way. Nothing we can do will change it now." These are the justifications of poor sales management. And reasons why you should read this book carefully!

However hard you try to justify it, boom—bust revenue production is indicative of a much larger problem: a nonstrategic, boom—bust mentality that somehow manages to adhere like glue to the brains of sales management. I know that sales reliability is highly sought in sales organi-zations and that reliability continues to be an elusive goal. I also know that the process of chasing it down leaves sales executives (who are dealing with end-of-quarter stress) and individual salespeople (who are trying to establish consistency) completely devoid of the energy they need to do their jobs. A sales vice president I spoke with recently told me sales reliability was also the cause of her gray hair!

While extensive improvement work has been done by experts and well-intentioned companies in specific tactical parts of the sales process, such as cold calling, prospecting, and presenting, never before has a focus been placed on the specific causes of and cures for the roller-coaster boom—bust cycle that most sales organizations endure.

Until now.

Welcome to Nonstop Sales Boom. In this book, I will challenge you to reject the typical boom and bust sales cycle where results lurch between highs and lows and the end of each quarter is a mad scramble. Instead, you'll learn the strategies and tactics for creating your own perpetual sales growth quarter after quarter, year after year.

At the heart of these strategies and tactics is a new framework called the Sales Radar™ that replaces the step-by-step mindset of traditional sales with a holistic, constantly spinning assessment of all the opportunities for sales that surround you. The Sales Radar mindset is not just focused on attracting prospects and closing sales, but also explores the myriad opportunities with and through current customers—from the leads and sales that arise during the implementation or participation phase, to bigger sales to current customers looking to grow their engagement with your company, to the leads to new, qualified prospects from satisfied customers whose enthusiastic advocacy can be leveraged into sales to new clients.

In the pages that follow, you'll learn in detail how the four states of engagement of your Sales Radar—Attraction, Participation, Growth, and Leverage—break the boom and bust sales cycle and instead lead your company to a Nonstop Sales Boom.

I'm sure that some of the stories of success and failure that you'll read in this book may appear to be taken from your own operation. Don't worry, it's not just you. Many sales teams and organizations have been drawn into these never-ending highs and lows. It's time to end the cycle.

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Table of Contents

CONTENTS

Acknowledgments viii

Introduction. A Better Way: A Nonstop Sales Boom 1

PART I : ENGAGEMENT 5

Chapter 1: The Destructive Power of Boom—Bust Cycles 7

Key Characteristics of Booming Companies 8

Moving to a Perpetual Boom: TalkSwitch Inc. 10

Sales Bust Cycles 12

Fourteen Reasons Why Boom and Bust Cycles Are Unnatural and Damaging 19

Chapter 2: The Sales Radar: How the Continuous Sweep of Customer Engagement Destroys Tunnel Vision 24

The Three Categories of Tunnel Vision 25

Discovering Your Sales Radar: Shattering the One-Direction Bias 32

Your Sales Radar and the Four States of Engagement 34

What Makes the Sales Radar So Unique? 39

Evaluating Your Success in Each of the Four States of Engagement 40

Your Sales Radar and the Sales Pipeline 44

PART I I : ATTRACTION 47

Chapter 3: Of Math and MADness: How to Identify the Most Promising Prospects for Your Pipeline 49

Think Quantity: Set Your Prospecting Goals 50

Prequalification: You Don't Have to Sell to Everyone! 56

Colleen's Power Tip #1: Sales and Marketing Must Agree on Definitions 70

Colleen's Power Tip #2: Pipeline Sales as Percentage Completed 71

Chapter 4: "Wow, I See You Everywhere!": Leveraging

New Pathways to Reach the Prospect 75

The Old Sales Process 75

The New Sales Process 77

Be Ubiquitous 79

Harness the Power of Social Media 85

Step Away from the Computer 90

Make Sure Sales and Marketing Are in Sync 92

Colleen's Power Tip #3: Nine Keys for Prospecting Perfection 94

Colleen's Power Tip #4: Be Consistent 98

Chapter 5: The Expert Salesperson: Publish What

You Know—in Every Way Possible 99

Become a Publisher 100

Prove It! Case Studies Reinforce Your Expertise 110

Colleen's Power Tip #5: Marketing Is Not Just for Marketers 113

PART I I I : PARTICIPATION 115

Chapter 6: Before the Negotiations: Collaborate with Qualified Prospects on Proposed Solutions 117

Qualification Requires Intimate Knowledge of Your Prospect 117

Vital Questions: What You Need to Know 119

Should They Stay or Should They Go? 121

Collaborate with Qualified Prospects on Solution Design 124

Evaluating a Proposal That's Hard to Reject 126

Keep the Process Moving: How to Co-Create the Urgency to Participate 130

Colleen's Power Tip #6: 4M Meetings Get the Job Done 134

Chapter 7: Fearless Negotiating: How Candor and

Rigorous Follow-Up Clear the Path to Closing 140

Decision: The Buyer Cogitates on Whether to Accept a Proposal 140

Negotiation: Be Involved and Hold Firm 148

The Engage Four-Step Negotiation Plan 149

Colleen's Power Tip #7: Turn Confrontations into Conversations 154

Colleen's Power Tip #8: Use the Engage SALE Methodology to Answer Questions 156

Chapter 8: Participation Continues: Stay Engaged

After the Close 160

Hit the Ground Running: Quick Start, Early Wins, and a Thank-You 161

Help Customers Take Full Advantage 165

Communicate the Tangible and Intangible Value 169

Two-Listed Seller: How Glen Keeps His Clients Informed and Happy 172

Colleen's Power Tip #9: Eleven Tangible Ways to Create Intangible Value 173

PART IV: GROWTH 175

Chapter 9: Who Wants More? Discovering the

Best and the Worst of Your Current Customers 177

Size and Potential Size Both Matter 178

Not All Clients Have the Growth Gene 179

Finding Those You Should Fire: Segmenting the Service Accounts 183

How to Fire a Client 186

Colleen's Power Tip #10: Set Your Own Minimum Profit per Client 189

Chapter 10: Entering the VORTEX: How to Build a

Path to High Engagement and New Opportunities 190

Increase Your Relationship Value: From Personal to Corporate Rapport 192

Connecting the Corporate Players 197

Multiplying Contacts in Customer Organizations: The ISO Relationship Matrix 199

Own the New Relationship Before Introducing Others into It 201

The VORTEX Framework: Transforming Relationships into Sales 203

Where the Magic Happens 210

Colleen's Power Tip #11: The Power of the Business Review 211

PART V: LEVERAGE 215

Chapter 11: The Borderless Bazaar: Creating a

Sense of Community with Your Clients 217

Occupy Spaces and Create Communities 218

Two Basic Communities: Knowledge-Based and Emotion-Based 220

Create a Community of Peers 226

Why Communities Matter More and More 228

Colleen's Power Tip #12: How to Create Buzz 231

Chapter 12: Testimonials: Your Greatest Leverage Tool 234

Keep Your Ears Open Wide 236

Nothing Ventured, Nothing Gained 237

Three Must-Have Testimonial Types 240

Colleen's Power Tip #13: Five Proactive Tactics for Collecting Testimonials 243

Chapter 13: High-Powered Leverage: How to Get the Most Referrals to the Best Prospects 247

Colleen's Seven Secrets to Referral Success 250

Avoid These Classic Mistakes When Asking for Referrals 256

Two Ways to Ask for a Referral 260

Colleen's Power Tip #14: Where Can You Find Referrals? 261

Chapter 14: Organizational Issues: Supporting and

Enabling the Sales Radar 264

Talent: Creating and Coaching High-Performance Teams 265

Aligning Processes to Be Sales-Radar Ready 268

Choosing the Right Sales and Product Development Strategies 270

Create a Collaborative Organizational Structure 271

Colleen's Power Tip #15: Bringing Your Organization Together 273

Creating and Maintaining Your Nonstop Sales Boom 274

Index 275

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