{"id":1660,"date":"2017-03-14T16:12:59","date_gmt":"2017-03-14T15:12:59","guid":{"rendered":"http:\/\/www.wikane.co.uk\/?p=1660"},"modified":"2017-03-15T11:06:52","modified_gmt":"2017-03-15T10:06:52","slug":"an-sme-sales-campaign-organisation-is-good-automatation-is-better","status":"publish","type":"post","link":"https:\/\/wikane.ch\/en\/an-sme-sales-campaign-organisation-is-good-automatation-is-better\/","title":{"rendered":"An SME sales campaign : organisation is good, automatation is better !"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"color: #b32a31;\">Although things have been changing in recent years and the developmental role in SMEs is acknowledged more, it is nonetheless still given too low a priority.\u00a0Curiously enough, in this respect, the predominant approach seems to be approximation, intuition and improvisation.<\/span><\/p>\n<p style=\"text-align: justify;\">Yet it is possible to see development as a process in its own right. It can be a designed, intelligent, structured approach which can be monitored and validated by indicators just as precise as those used in manufacturing.\u00a0Three key words &#8211; three principles &#8211; summarise this approach: <span style=\"color: #b32a31;\">Comprehensive, repeated and lasting.<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li>\u2018Comprehensive\u2019\u00a0means that\u00a0thecompany takes every opportunity to carry out sales activity\u00a0across its whole\u00a0market.<\/li>\n<li>\u2018Repeated\u2019 means that the company moves away from one-off \u2018hits\u2019 which have proved to be very inefficient and instead is involved in more realistic sales activity several times a year.<\/li>\n<li>Finally, \u2018lasting\u2019 needs no explanation:it takes time to recoup an investment,\u00a0<span style=\"color: #b32a31;\">whether monetary\u00a0or hours spent, on marketing\/sales.<\/span><\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\"><span style=\"color: #b32a31;\">THIS APPROACH will largely pay for itself BECAUSE businesses will grow FASTER THAN THEIR MARKET.\u00a0\u00a0<\/span><\/h2>\n<h2 style=\"text-align: justify;\"><span style=\"color: #b32a31;\">6 ESSENTIAL POINTerS<\/span><\/h2>\n<h3 style=\"text-align: justify;\">1.\u00a0rigour and self-discipline<\/h3>\n<p style=\"text-align: justify;\">To automate your sales activity, you need to apply the same methods as you would to manufacturing: activities must be precise and planned, responsibilities clearly allocated, objectives quantified, indicators monitored and the Owner\/Manager must be determined to make the whole system work.\u00a0It\u2019s down to you to create a new atmosphere, to keep an eye on things to make sure all goes to plan.<\/p>\n<h3 style=\"text-align: justify;\">2. SEGMENTation of your CLIENT and prospects PORTFOLIO<\/h3>\n<p style=\"text-align: justify;\">Which customers bring the most revenue and the best margin (not necessarily the same!)?\u00a0Which have the greatest potential over the next 3 years (maybe not bringing much currently)?\u00a0Where are your upselling opportunities?\u00a0Who are your \u2018hot\u2019 prospects, that are likely to sign up soon?\u00a0<span style=\"color: #b32a31;\">A portfolio of clients and prospects is not an undifferentiated whole: to determine your priorities you need segmentation and analysis.<\/span><\/p>\n<h3 style=\"text-align: justify;\">3. CLARIFication of sales STRATEGY<\/h3>\n<p style=\"text-align: justify;\">You should not expect your sales staff to reach out to unfamiliar sectors or long shots without support.\u00a0<span style=\"color: #b32a31;\">You need to define the sales strategy in relation to your goals for the business<\/span>:\u00a0Volume growth?\u00a0Profitability?\u00a0Acquisition of strategic customers?\u00a0Extension of the range?\u00a0You need to make decisions and put this strategy in writing, so that it is well understood across the business and doesn\u2019t alter over time.<\/p>\n<h3 style=\"text-align: justify;\">4. \u2018rolling\u2019 ACTivitieS AND TOOLS<\/h3>\n<p style=\"text-align: justify;\">An effective sales campaign assumes that for each of your targets (see point 2), you have planned activities for the year, your records are kept up to date, mailshots are sent on time,\u00a0quotes\u00a0are systematically chased up, indicators are reliable and monitored. \u00a0<span style=\"color: #b32a31;\">Make sure you keep pace and don\u2019t be tempted to improvise<\/span>\u00a0(\u2018what about taking part in the X trade fair, after all?\u2019): For SMEs who complain about not having enough customers its all too often because they delay their planning and make U-turns.<\/p>\n<h3 style=\"text-align: justify;\">5. CLEARLY DEFINED ROLES<\/h3>\n<p style=\"text-align: justify;\">Any diligent, efficient Owner\/Manager will periodically check how the sales department is structured and how the team actually operates.\u00a0<span style=\"color: #b32a31;\">The reason for this is simple: the more important a client (or prospect) is, the more he or she deserves a high-level contact person.<\/span><\/p>\n<p style=\"text-align: justify;\">Let\u2019s take the extreme of a loyal, influential, strategic customer: it\u2019s wholly appropriate for a business relationship to be orchestrated in such a case, by the Owner\/Manager themselves.\u00a0It may even be considered essential.<\/p>\n<p style=\"text-align: justify;\">Conversely, occasional or low-potential clients may not even justify the involvement of the sales team: the sales assistant can undertake telesales and help in customer retention.\u00a0When the sales team does join the fray, it will be for larger or higher potential customers and for more important tasks: gaining greater loyalty from \u2018occasional\u2019 customers, whilst ensuring greater volumes of business from regulars.<\/p>\n<p style=\"text-align: justify;\">The sales team should spend most of their time in the field.\u00a0Not on telephone prospecting, arranging trips or putting mailshots in envelopes!\u00a0For that you can use direct and digital marketing tools &#8211; which are much cheaper &#8211; and a talented sales assistant for all the back-office work: maintaining the database, managing mailshots\/correspondence, website maintenance, blogs, telephone calls, client follow-up and appointments etc.<\/p>\n<h3 style=\"text-align: justify;\">6. TOOLS for measuring PROGRESS<\/h3>\n<p style=\"text-align: justify;\">An Owner\/Manager who has invested several tens of thousands of pounds or more and \u00a0sees the months pass without tangible results, will naturally start to worry.\u00a0Money has been spent and there\u2019s now a waiting game for revenues to come in.\u00a0 <span style=\"color: #b32a31;\">It\u2019s at this point that we see the importance of measuring tools to assess how productive the activities are, their profitability and their contribution in terms of future turnover.<\/span><\/p>\n<p style=\"text-align: justify;\">The term \u2018productivity\u2019 refers to the efficiency with which the system succeeds in transforming leads into prospects, or turning prospects into customers: one sale per two appointments, or for five or ten.<\/p>\n<p style=\"text-align: justify;\">Of course there won\u2019t be a norm, but the company will be able to judge whether the new system works better or worse than the previous one.<span style=\"color: #b32a31;\">\u00a0If this productivity indicator is kept up-to-date over several years, it can also track progress, detect failures and successes more quickly.\u00a0 Useful lessons can be drawn from it.<\/span><\/p>\n<p style=\"text-align: justify;\">The same monitoring and managing approach applies if you use multiple profitability indicators.\u00a0On the one hand, cost indicators: cost of acquiring a prospect or customer, cost of maintaining a customer.\u00a0On the other hand &#8211; to allay worries and validate the approach &#8211; revenue indicators: the average amount of a sale and the average \u2018life\u2019 of a customer.<\/p>\n<p style=\"text-align: justify;\"><em>This approach was the subject of a book by Michel Courtois (WiKane) entitled \u2018Boost your turnover. The mindset for conquering sales\u2019, published by Editions d&#8217;Organisation:<\/em><\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1247\" src=\"https:\/\/wikane.ch\/wp-content\/uploads\/2016\/10\/jgpsblag-190x300.bmp\" alt=\"Faire-deoller-livre\" width=\"190\" height=\"300\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Although things have been changing in recent years and the developmental role in SMEs is acknowledged more, it is nonetheless still given too low a priority.\u00a0Curiously enough, in this respect, the predominant approach seems to be approximation, intuition and improvisation. Yet it is possible to see development as a process in its own right. It &hellip;<\/p>\n","protected":false},"author":32,"featured_media":6,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"cybocfi_hide_featured_image":"","footnotes":""},"categories":[92],"tags":[110,111,109,108,97],"class_list":["post-1660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-article","tag-automate","tag-organise","tag-sales","tag-sales-activity","tag-smes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>An SME sales campaign : organisation is good, automatation is better ! - Wikane<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wikane.co.uk\/an-sme-sales-campaign-organisation-is-good-automatation-is-better\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"An SME sales campaign : organisation is good, automatation is better ! - Wikane\" \/>\n<meta property=\"og:description\" content=\"Although things have been changing in recent years and the developmental role in SMEs is acknowledged more, it is nonetheless still given too low a priority.\u00a0Curiously enough, in this respect, the predominant approach seems to be approximation, intuition and improvisation. 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