Steer issue 24 July 2019 - Page 10

• Each sale is worth £100, so we need 15 sales per week to
hit that target of £1500.
• So, working it back, 15 sales to hit target, we need to speak
to 4 decision makers per sale. 15 x 4 = 60 decision maker
• If we need to get through to these 60 decision makers
we use our knowledge of how many calls we need to
make to reach them to work out how many calls we
should plan in. We know that 4/10 calls result in a decision
maker chat. So 60/150 calls result in a sale.
• 150 calls to leads are therefore needed – assuming a solid
5 day week, that’s 30 calls needed per day to hit target.
• Taking it a step further. How are you going to get those
150 leads per week? That’s where your marketing plan
comes in, but that’s a whole different article!
Still with me..?
Do message me if you need further help.
Also using these figures, you can work out that if your salesperson takes a holiday or is off sick, what is needed to keep
you on track. It’s worth working out the annual targets in both
revenue and sales activity, and dividing it by, say, 40 weeks, to
allow for holidays, bank holidays, sickness etc.
So now you know what you need to DO to get to your
goal. If you can see that you haven’t enough time or staff to
Have you heard?
has great
office space
and is dog
do this, you need to decide what to do, what you can afford
and how to allocate your resources.
Review these figures regularly, compare reality with the
projections and adjust the plan accordingly. You will soon
learn the busy and quiet times, the best time of day to get
hold of your ideal customer and you can plan to maximise
Step 6: Allocate your resources
By this I mean, allocate these performance targets to your
team members, they are a valuable resource! Give them a
solid plan for the time needed to get to the targets, so if they
need to make 30 calls, for example, they should be able to fit
this into a day quite easily, together with other tasks you may
need them to do. Allocate specific time, too, when is it best
for your customer to be called? Not just what suits you. If
you put it off until 4pm after you’ve avoided it, your potential
clients might not be as receptive as, say, 10am. Try different
timings initially to find the most productive for sales results.
Also ensure you have the right resources in terms of equipment – a pc or laptop, a CRM, any outsourcing contacts,
email templates and marketing materials.
Step 7: Check and tweak
Every day, track what sales activity you do, and its success. For example: 10 phone calls to prospective clients. Got
through to 5 people. Made one sale of xx value.
5 phone calls to existing clients. Got through to 4. All four
bought more or renewed.
Use an excel sheet to track these or your CRM if you have
You will soon see patterns emerging. Take time on them,
look at what is yielding the best results for your business. See
if enough is being done to make the sales you need. Adjust
your activity levels accordingly.
Setting up a sales strategy need not be too scary if you
don’t have one. It can be as simple or as complex as needed,
but start simple, invest some time in going over the nuts and
bolts of what is needed and it will put you in a much stronger
position, a knowledgeable one. As an added bonus you can
see where your time is best spent, freeing you up for the
many other tasks you have.
In the next month’s Steer Your Business Magazine we
will look at Process. If you are still struggling with the ‘sales’
word, a good sales process will help
you go through the motions until
you start loving sales. It will get you
through the harder days and keep
you on line with your strategy.
So – best of luck to you!
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01303 297005
Nicola Lutz


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