SALES ESSENTIALS FOR SUCCESS Bettany Centre Entrepreneurship at Cranfield Transforming knowledge into action 1
SALES ESSENTIALS FOR SUCCESS www.cranfield.ac.uk/som/growsales For anybody in a growing business who is responsible for the sales function. The Sales Essentials for Success programme is a residential course run over two days with an optional third day 3 months later to review the progress made and further develop your plans to sales success. The first two days are focused on sales development, both strategically and tactically. The programme is suitable for managers and front line sales people who wish to improve their practical skills in growing sales profitably. The programme is a balance between the strategic elements required in building, managing and motivating sales teams and the tactical elements required in finding the right customers, qualifying, making proposals, selling and closing the order. This programme provides you with the opportunity to take an in-depth look at your sales organisation, its approach, and to consider the roles and structure using established frameworks and leading business examples. WHAT IS IT ABOUT? The most direct route to rapid profitable growth is through increased sales of existing products and services. However, most sales organisations have grown up in an ad hoc manner and lack focus to succeed. This programme will give you the tools to build and create a sales function that is strategically directed and controlled. You will also gain a fundamental knowledge of the tactics that must be employed on a daily basis to succeed. WHO IS IT FOR? This programme is ideally suited to owners and managers who have a responsibility to be customer facing whilst trying to build, manage and motivate a sales team in a growing business. WHAT WILL I GET OUT OF IT? You will understand how you can successfully grow your business and sales profitability, apply new insights and build, manage and motivate your own team The ability to determine what the optimal sales force looks like for your business, both now and in the future A practical guide to holding sales meetings, quarterly business reviews and appraising your sales staff Increased understanding of your customer or client base and how to 2
maximise sales through focussing on key accounts, rising stars and ideal customers Improved reliability and consistency of your sales forecasts through understanding your sales pipeline and improved qualification A sales budget and plan for your business for the following 12 months, a who, what and when sales action plan KPI s to help you know if you are having a good sales day and creating an actionable plan to ensure sales success How to recruit excellent sales people, we will help you to avoid recruiting ineffective sales people ever again How to set targets, incentivise your sales people with straight forward commission, bonus and on target earning schemes A Sales action plan for you and your business An optional third development day 3 months after the programme to make sure you are on the right track. TO BOOK NOW, CONTACT: Beth Duff E: beth.duff@cranfield.ac.uk T: +44 (0) 1234 754880 PROGRAMME DETAILS Visit: www.cranfield.ac.uk/som/ growsales Fee: 1,350 (additional follow-up day 600) + VAT Faculty: Jerry Sandys & Tony Robinson, Programme Leaders Duration: 2 days (plus optional review day) Dates: 19 Feb 2015 (optional review day) 26-27 Mar 2015 16-17 Jul 2015 Fees include tuition, course materials, full board accommodation and lifelong access to The Cranfield School of Management Alumni Network. 3
THE FOLLOWING TOPICS WILL TWO DAY DAY ONE MORNING SESSION WHERE ARE WE NOW? Constraints, what is stopping you grow your sales profitably? What does a successful sales activity look like? What makes successful businesses grow? The 80/20 rule in sales What is your value proposition? What do your customers really buy from you? What do they want? Building high value relationships What are your sales levers for profitable growth? AFTERNOON SESSION SALES GROWTH STRATEGY Customer relationships Creating customers that feel valued Building a referral business from Advocates The importance of referrals The sales process Understanding and tracking the sales PIN SALES PLANNING WHERE DO YOU WANT TO GO? Introduction to developing your own Sales Budget and Plan for the next 12 months. YOUR STAY AT CRANFIELD MANAGEMENT DEVELOPMENT CENTRE A QUICK OVERVIEW Conference & Training facilities 186 Bedrooms 27 meeting rooms Complimentary internet access Networking areas Bedfordshire/Buckinghamshire Location Flexible restaurant and function facilities Free parking Located close to M1, Rail & Airports Leisure facilities. 4
BE EXPLORED DURING THIS PROGRAMME: DAY TWO MORNING SESSION OPTIONAL 20 MINUTE PRE- BOOKED 121 Sales Strategy issues with Jerry Sales Tactics issues with Tony MARKETING Review of your current Marketing Tactics SALES SKILLS Building a high performance Sales activity Attitude Recruiting SALES MANAGEMENT The role of the Sales Manager Understanding your management style Appraisals Setting objectives - Measuring and monitoring, OD s Sales Meeting Management, Pipeline Analysis Setting targets, commissions, incentives Sales Reporting, Daily Sales spreadsheet, forecasting Quarterly Business Reviews - Template CRM tracking the numbers. AFTERNOON SESSION SALES BUDGET AND PLANS - HOW ARE WE GOING TO GET THERE? Developing a Sales Budget and Plan for your organisation MOTIVATING YOUR SALES PEOPLE On target earnings Incentives Commissions Bonuses CLOSE AND ACTIONS Personal actions to undertake before Review Day. 5
PROGRAMME LEADER JERRY SANDYS In the last 40 years, Jerry has successfully started and grown five companies. In the mid-eighties, Jerry s inspiration was to concentrate on the telecommunications market he thought was about to boom. This led him to form Telecom Design Ltd. in 1987 with an investment of 1000. TDL was a design consultancy specialising in PTT approvals for the deregulated telecommunications market. The TDL shareholder value was realised through a trade sale in 1999. In 1992, TDC Ltd, a technical Electronic Component Distributor was started alongside TDL. Following impressive growth, turnover increased from 330,000 in 1993 to 6.6m in 1998 and TDC was officially recognised as the 86th fastest growing UK Company in the Sunday Times Virgin Atlantic Fast Track 100. In 2001, Jerry went back to school, attending the Cranfield Business Growth and Development Programme (BGP) and subsequently the Cranfield Value Forum. This work resulted in many changes within TDC during one of the toughest downturns in the UK electronics industry. TDC became recognised as the market leader in embedded wired and wireless component distribution and was acquired by the Abacus Group in 2004. Abacus employed 1350 people and becoming part of the group secured the future of TDC by providing the customer reach, geographical scale and the financial resource of a 200M business overnight, not to mention a potential sales team of 165 people. As a Corporate Executive, Jerry was responsible for the group s Wireless business strategy. This entailed replicating the TDC business model throughout Europe, resulting in successful Wireless businesses in Norway, Denmark, Sweden, Italy, and Germany. Although Jerry is an engineer at heart, his driving passion is for sales and in 2007 Jerry left the corporate world to start a sales management consultancy called Sales Skill Ltd. Sales Skill helps owner-managers to build, manage and motivate their sales teams. In this role Jerry can draw on his experience and mentor owner-managers to achieve their own goals for themselves and their businesses, through growing their sales profitably. Jerry is a Cranfield University Visiting Fellow; he has delivered the Cranfield Sales Masterclass since 2003 and has been a regular lecturer on the Cranfield Business Growth and Development (BGP) Programme for 13 years. Jerry is a BGP Counsellor and runs two BGP Clubs based in London and the Home Counties. He is also an active private equity investor. 6
PROGRAMME LEADER TONY ROBINSON Tony Robinson is a highly skilled international Sales Presenter, Coach and Sales Trainer. He is a sales focused presenter with over 28 year s sales experience. For the last 16 years Tony has worked with many international companies in Belgium, France, Germany, Italy, Spain, The Netherlands USA and across the UK. Having presented at sales events, seminars, kick offs as well as delivering sales based training programmes for companies including the BBC, Cisco Systems, Computer Associates, Sun Microsystems and Microsoft, Tony is also a sought after personal sales coach to senior executives. His ability to motivate and inspire a sales audience together with a specialist skills in audience interaction has lead him to be in high demand across many industry sectors. MY CRANFIELD EXPERIENCE As a small business, it has been great to see how the problems and challenges that we have are the same as all other businesses of every size and that the solutions are all within reach. RICHARD PARSONS FOUNDER, BUILDING REPUTATIONS 7
YOUR CRANFIELD EXPERIENCE STARTS HERE PROGRAMMES FOR GROWING BUSINESSES: Business Growth & Development Programme (BGP) for ambitious owner-managers who want to create a different and better future for their business and themselves Essential Management provides new and experienced managers in growing businesses with the toolkit of skills to become commerciallyfocused, confident members of the senior team Finance Fundamentals for managers in growing businesses who need some familiarity with finance. Bettany Centre Entrepreneurship at Cranfield Cranfield School of Management Cranfield, Bedford, England, MK43 0AL T: +44 (0)1234 751122 www.cranfield.ac.uk/som/growingbusiness 8