Building a Better Sales Cycle – How to Go from Sales Guesswork to Controlling Your Business Sales Income

Hope is not a sales strategy. Learn how to create reliable revenue by building a reliable sales cycle in your business. This talks outlines how to set a sales goal, then reverse-engineer that sales goal into sales inputs that you can control. These inputs can be used as KPIs for you, or your sales team. Hitting your targets is a math game – bring in W leads, pitch X deals worth Y million, win Z deals – and here, you'll learn how to do that.

1. Building a Better
Salescycle
Jeff Archibald
@jeff_archibald
jeffarchibald.ca

5. How sales used
to go.

6. Our old sales
process

7. Why we got a
process

8. Money (or lack thereof)
= stress

9. Wasn’t confident in
decision-making

11. Hope is not a strategy.

13. Shitty Wheel

14. Shitty Wheel
WORD OF MOUTH

16. How can I build a sales
process that would help
me sleep at night?

17. How can I use data to
predict future revenue?

18. How can I build a
more reliable wheel?

19. “Make more sales"

21. What to Measure?

22. 1.Prospects
2.Leads
3.Opportunities
4.Needs Discovered
5.Proposal Presented
6.Verbally Won
7.Contracts Sent
8.Won
Our Sales Stages

23. ACTION

Write out your
Stages

24. Stages ?????? KPIs

25. ??????
Number Deals Won
Value Deals Won

26. Lag vs. Lead

27. Lagging indicators:
changes that have
already occurred.

28. Leading indicators:
predictors of change.

29. What can I control?

30. CAN’T CONTROL
Number Deals Won
Value Deals Won

31. CAN CONTROL
Prospects Contacted
New Deals Started
Number Proposals Sent
Value of Proposals Sent

32. KPIs also need
checks and balances.

33. Be careful what you
measure, you might
just get it.

34. ACTION

Write down your
Sales KPIs

35. CAN CONTROL
Prospects Contacted
New Deals Started
Number Proposals Sent
Value of Proposals Sent

36. KPIs need goals.

39. 1.Total Won Deal Value: $525,000
2.Deals Started: 59
3.Deals Won: 21
4.Proposals Presented: 37
5.Proposal Value Presented: $1,600,000
6.Prospects Emailed: 80
Current Quarterly Team
Sales KPIs & Goals

40. Value of proposals sent and
number of proposals sent

41. Goals need to be
logically derived.

42. 1.Total Won Deal Value: $525,000
2.Deals Started: 59 (WR 35%)
3.Deals Won: 21 (WR + ADV $26,000)
4.Proposals Presented: 37 (Check/Balance)
5.Proposal Value Presented: $1,600,000 (WR)
6.Prospects Emailed: 80
Current Quarterly Team
Sales KPIs & Goals

43. In order to win $525k, we
need to send out 37
proposals totaling $1.6M.

44. In order to send out 37
proposals totaling $1.6M,
we need to add 59 deals.

45. In order to to add 59
deals, we need to
_______, _______, & ______.

46. ACTION

Write down some
Sales Goals

47. 1.Total Won Deal Value: $525,000
2.Deals Started: 59 (WR 35%)
3.Deals Won: 21 (WR + ADV $26,000)
4.Proposals Presented: 37 (Check/Balance)
5.Proposal Value Presented: $1,600,000 (WR)
6.Prospects Emailed: 80
Current Quarterly Team
Sales KPIs & Goals

48. In order to to add 59
deals, we need to
_______, _______, & ______.

51. Word of Mouth
RFPs
Existing Clients
SEO
Referral Program

52. Word of Mouth
RFPs
Existing Clients
SEO
Referral Program

53. Word of Mouth
RFPs
Existing Clients
SEO
Referral Program

54. Word of Mouth
RFPs
Existing Clients
SEO
Referral Program

55. Random Pro-Tips or
Other Things We Do
That May Be Helpful

56. Speed it up. Templates!
Automation! Fill-in-the-blanks!

57. The value is in the information
and outcomes, not necessarily
in the effort itself.

58. 1.Doc Variables
2.Proposal Templates
3.Email Templates

60. Design systems for your future
company or sales team, not
who you are right now.

63. Use a CRM not only for
process, but for the data. Then
review the data and adjust
your strategy.

66. SUMMARY
1.Start using a CRM
2.Define your Stages
3.Figure out KPIs
4.Assign logical goals
5.Make efficient processes
6.Build & refine your wheel

67. Questions?



Jeff Archibald
@jeff_archibald
jeffarchibald.ca