RBD - Sales Scorecard

How good is your organisation at creating leads, closing and upselling?

Take the short 30 question test

(Takes approximately 5 minutes to complete)

Name*

First NameLast Name
Email*
example@example.com
Phone

Q 1 : You have a revenue target for new and existing clients?*

YesNo

Q 2 : Your clients know what makes you different from your competitors?*

YesNo

Q 3 : Have you worked out your profitability per client type?*

YesNo

Q 4 : Are you known as the experts in your field?*

YesNo

Q 5 : Do you feel your business is achieving its potential?*

YesNo

Q 6 : You have a clearly defined target market?*

YesNo

Q 7 : Do the majority of your leads come from a single source i.e. one salesperson or referrals?*

YesNo

Q 8 : Have you have set out the competencies needed for the different sales roles?*

YesNo

Q 9 : You're generating significant numbers of leads online?*

YesNo

Q 10 : You have a methodical approach to sales which makes your revenues scalable?*

YesNo

Q 11 : Do you have a coherent sales plan with clear strategies to achieve your goals?*

YesNo

Q 12 : Do you know what your sales pipeline needs to look like to achieve your targets?*

YesNo

Q 13 : Are you getting in front of enough of the right type of client?*

YesNo

Q 14 : You follow a clear documented sales process understood and followed by everyone in the team?*

YesNo

Q 15 : You use compelling scripts and collateral to support your selling?*

YesNo

Q 16 : Are your sales team focussed and measured, on purely value-adding sales work?*

YesNo

Q 17 : You have an onboarding process for new sales people?*

YesNo

Q 18 : Do you regularly practice and train your team's sales skills?*

YesNo

Q 19 : You regularly measure how your clients rate your service?*

YesNo

Q 20 : Do you have a documented account management process?*

YesNo

Q 21 : You adapt your product or service in response to changes/developments in the market?*

YesNo

Q 22 : Are you systematically up-selling?*

YesNo

Q 23 : You have a client referral program in place?*

YesNo

Q 24 : Do you have a system to assess, digest and respond to any complaints?*

YesNo

Q 25 : Do you use key performance indicators to track and improve your business development activities?*

YesNo

Q 26 : Are senior management spending significant amount of time per week on business development work?*

YesNo

Q 27 : You have a commercial culture/environment that values and supports your sales?*

YesNo

Q 28 : Do you have weekly and monthly structured sales meetings with clear deliverables?*

YesNo

Q 29 : Are your targets purely based on numbers of sales made?*

YesNo

Q 30 : Do you have a training and coaching programme for your sales team?*

YesNo

Total of Positioning
Total of Interest
Total of Lead Conversion
Total of Onogoing
Total of Track
Total Overall Score
Your overall score
Positioning
Interest
Lead Conversion
Onogoing
Track

CONGRATULATIONS
FOR TAKING THE REFINE SALES SCORECARD!

Your overall score:

{yos}

The scorecard acts as a benchmark demonstrating your ability to create leads, win new clients, grow accounts and identify opportunities for improvements. The scorecard assesses the five key areas needed in a robust sales function to produce consistent and predictable results. Businesses that are effective in their sales activities typically score about 75% and above, scores below represent significant opportunity for improvement.

SCORES EXPLAINED

{positioning}

1. Positioning

The foundation of any sales operation is in knowing with complete clarity which clients to target, understanding their challenges and producing a unique and valuable solution.

{interest}

2. Interest

A full pipeline of new leads is fundamental to any sales process. A framework of systems and processes using both digital and traditional strategies creates predictable numbers of new target clients.

{leadconversion}

3. Lead Conversion

A simple standard sales system provides your team with the structure and skills to convert more leads, reduces the need to find star salespeople and offers clear benchmarks for performance.

{ongoing}

4. Ongoing

Providing remarkable delivery and reliable, continuing service creates loyal, long-term clients. In turn they will support you by growing your business through referrals and additional work.

{track}

5. Track

Continuing success relies upon effective but simple sales management. A focus on a few key metrics, goals and accountability ensures sustainable performance.

SALES IN A COMPETITIVE AND EVOLVING WORLD

In every industry, there are a handful of businesses at the very top of their game, they have the best clients, charge the highest fees and appear everywhere. Then, there are the rest; those who are mostly under the radar, have flat-lined in terms of sales, and are all quite alike. The only real difference is the successful businesses know how to sell, and the others have yet to learn.

Using the five, interconnected strategies you can create a sales engine to make your selling effective, efficient and become an industry leader. You will be able to:

• Position yourself so clients see your unique value

• Build a sales framework based on processes and metrics – rather than gut feeling

• Employ a simple, practical sales system for uniform, consistent selling

• Manage your sales activities with visibility and accountability

• Create long-term, loyal clients who help grow your business

THE RESULT

A valuable organisation that consistently finds leads, wins clients and grows accounts.

1. Positioning
{positioning}

Business development activities are typically unfocused with salespeople trying to secure any lead whether they are ‘on profile’ or not, with an unclear value proposition. This disorganised approach results in wasted time, chasing the wrong type of client, has no differentiation from other companies, and ultimately fails to secure further business.

At a very basic level, a coherent sales plan ensures your business is offering a valuable product to an attractive market. It establishes complete clarity on where to focus your selling, the value you provide and enables you to craft sales messages that resonate. Combine this with sales and marketing collateral such as brochures, case studies, guides and testimonials to nurture leads in their buying process, and you will succeed.

How to improve

✔ Work out who your target clients are – who do you like working with? Who can afford your products and services? Who really needs and values what you offer?

✔ Understand what your clients are buying – it is not what you ‘do’ but the problems you solve!

✔ Clearly articulate your USP - differentiators come from: who your target clients are, your business’s unique approach, or your ‘why’ - why you do what you do

2. Interest
{interest}

The lifeblood of all businesses no matter size, industry or ambition is their ability to generate leads. Successful businesses have processes in place that produce a consistent numbers of leads, providing an element of predictability to their revenues. For example, for every 100 leads, they will meet 10 and convert 3 into customers.

Lead generation is a notoriously inconsistent area. There is so often an individualistic approach it's little surprise that results are mixed. This in turn makes management impossible, as it is hard to interpret what is, and what is not, working. Furthermore, with no clear structures and processes, it is easy for basic mistakes to be made such as salespeople not completely focused on selling or prospecting.

Educating and nurturing your potential client is key. Tools such as webinars, guides, videos and blogs can be used. This creates a ‘path’ where target clients learn more about your product or services in a non-pressurised manner and are given an option to engage with you at various stages.

How to improve

✔ Work out the stages your buyers go through in order to buy your product or service, from gaining their initial attention to being motivated to make the end-purchase

✔ Clearly document sales processes and address buyer requirements. Incorporate scripts and sales collateral to be used at each stage and train the team how to use them effectively

✔ Create tools / ‘magnets’ that target clients and teaches them about your products, essentially qualifying themselves for a potential conversation

3. Lead Conversion
{leadconversion}

Much of the frustration in selling comes from a lack of following clear structures. The prevalent, incorrect approach is to succeed through charm and pressure. However, by not using a consistent, standard approach to selling, it essentially leads to a different conversation each time you speak to a potential client. This steers towards a whole range of problems, is hugely inefficient and produces unattractive outcomes such as ‘good meetings’ that head nowhere, or the classic dreaded responses ‘send me a quote’ or, ‘I’ll think about it’.

A good sales system should be simple, practical and address the main buyer concerns. Sales should be broken down into three distinct phases, each fundamental to success: before the meeting (Preparation), during (Execution) and after (Progress).

The result is a uniform, group wide approach to selling which increases the chance of a sale, and also enables clear accountability and straightforward management.

How to improve

✔ Implement a documented sales system (covering pre, during and post selling jobs) for consistent selling

✔ Measure performance against the system allowing management to understand the strengths and weaknesses of the team, and support them where necessary

✔ Adhere to the overriding sales principles: listening, understanding and only present if there is a good business fit

4. Ongoing
{ongoing}

A strategy based upon purely winning new clients actually breaks the first rule of business - look after your existing clients – without happy customers, growing your business is much, much harder. To do this requires an account management plan which produces consistency in service and delivery.

Unfortunately coordinated plans are rare, with only lip service paid to customer satisfaction. The result is clients who are often not engaged or nurtured, and therefore unlikely to be active in helping grow your business through referring their contacts.

An attractive customer journey addresses the delivery or effectiveness of your product or services and associated customer experience. It is therefore quite conceivable you solved a client’s issue but they are unhappy with how it was delivered – eg poor communication, late delivery, unfriendly service etc.

A customer plan ensures consistency of delivery and a positive customer experience. This is achieved through mapping out delivery touch points using scripts and collateral (emails, brochures etc) to support.

How to improve

✔ Draft an account management plan – covering the delivery process and ongoing customer service

✔ Regularly assess customer satisfaction using a measurement system such as the Net Promoter Score

✔ To harness the commercial relationship with your clients, develop a referral process and upselling matrix

5. Track
{track}

The previous four stages have resulted in a sales framework – this covers the fundamental areas of sales and prospecting and ensures they are clearly defined and mapped out with corresponding scripts and collateral. In addition, you will have extracted your most important numbers to measure – Key Performance Indicators (KPIs).

These numbers are essentially your tools ensuring simplicity in your sales management and can include conversion rates, leads created and prospecting activity. To guarantee the process continues it is vital these are regularly measured and used to address day-to-day performance issues and influence overriding sales strategy.

The coordination should be undertaken at short but regular sales meetings, using a dashboard of KPIs for accountability to address underperformance.

How to improve

✔ Establish your most important business numbers. If you have selected these well, they will ensure a focus on the most valuable activity and enable clear accountability

✔ Manage the sales with short, dynamic, metric-based meetings to avoid wasteful sales meetings

✔ Make it happen - create an inventory of all your sales and prospecting processes, key numbers and collateral. Allocate responsibility and create the framework

What's Next?

Call us!

Want to learn more about Refine and how we support ambitious, midsized companies? Great! We’d love to chat and find out about your sales challenges.

Read the book!

Download a free copy of The Sales Plan. Learn how to build a business that generates leads and secures more business. Explore the problematic prevailing sales environment, the five stages in the PILOT Programme and gain access to online resources.

Watch the webinar!

Book on the webinar at a time which suits you! Explore the main sales challenges facing smaller companies and the mistakes they make in fixing them. Discover how to build a robust sales framework using the five key sales strategies.

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