Sales Health Audit


Sales Health Audit

To assess the success of your sales organisation, simply ask yourself the following questions. Answer "yes", "no" or "don't know" and make a tally of the results. The questions fall into the following categories:

  • Have you a plan?
  • What does your company do?
  • What you are selling and why is it different?
  • Who are you selling to?
  • How do get in the door?
  • What are the customer’s needs & wants?
  • How do you highlight return on investment?
  • How do you measure sales performance?

If your “no” or “unknown” tally is more than three, you are seriously impacting your ability to generate quality revenues.

Sales Plans

  • Is there a sales plan?
  • Does each sales person have one?
  • Is it written down?
Sales plans should highlight three things:
  • Quantity (quota, order size, deals, meetings, calls etc.)
  • Quality (knowledge, market, competition, product etc.)
  • Direction (markets, companies, people etc.)

Do your sales plans set this out?

Strategic sales positioning

  • What does your company do?
  • What problem does your company solve?
  • Why should someone pay for it?
  • Does the description fit on the back of a business card?
  • Does everyone say the same thing?

Sales propositions

  • What you are selling?
  • Can you articulate the five features that make your product stand out?
  • Does everyone say the same thing?
  • Is it on the website & in your collateral?
  • Can you articulate what advantages these features confer?
  • Are the features and advantages linked?

Sales targets

  • Who are you selling to?
  • Can you say who you’re selling to?
  • Can you identify all the criteria? (e.g. Size, revenues, shape, industry, location, economics, culture, management)
  • Can you quantify these criteria?
  • Do you know who you shouldn’t sell to?

Sales approaches

  • How do you get in the door?
  • Who is the “right” person?
  • What is the ideal job title?
  • What is their level?
  • What are their responsibilities?
  • How do you reach them?
  • What is your plan for getting past “gatekeepers?”
  • Why should they talk to you?
  • How do you motivate them to listen?

Identify customer needs and wants

  • What are the customer’s needs and wants?
  • How do you find out a customer’s needs?
  • How do you find out a customer’s wants?
  • Are your initial questions all the same?
  • Are the follow-on questions planned?
  • Are they linked to your features and advantages?

Identify customer pay-offs

  • Do your questions identify the payoff or benefit of your solution to each customer?
  • Is the ROI linked specifically to unique features in your solution?
  • Can you quantify that ROI in each case?

Measuring sales effectiveness

  • Can salespeople explain what their quota is?
  • Can they explain what activity is required to achieve it?
  • Do you have regular forecasts?
  • Do you have clear forecasting rules?
  • Do you review forecasts?
  • Do you have a defined sales process?
  • Is each step clearly identified?

Sales forecasting

For every deal, can salespeople explain:

  • When will the deal close?
  • How will it be funded?
  • What is the process by which the purchase is made?
  • Who has to sign-off on the purchase?
  • Who is involved in approving?
  • What is the alternative or competition?

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