Sales Scorecard For Success

April 18, 2009 by  Filed under: Sales 

I’m reading the book Who.  The author is not Dr. Seuss; it is Geoff Smart and Randy Street of Topgrading fame and fortune.  The book is about prospecting, evaluating, assessing, interviewing and selecting the right candidate for the job.  The job could be sales, management, finance or operations; it doesn’t matter.  As Jim Collins states in his book Good to Great, it is about getting the right people on the bus and in the right seats.  The same thing applies to you and your sales business.  You need a sales scorecard to make sure that you have the right prospects “in the right seat” to buy your products or services.

The best way to upgrade your client is to have a preferred customer or client base.  In banking, they identify segments such as business banking, middle market, retail and private banking.  Why wouldn’t this make sense in all sales?  The short answer is that it does.  I was with a company recently that specializes in helping companies build “green buildings”.  They have sales people that specialize in specific market segments.

If your company doesn’t look at marketing and sales that way, it doesn’t mean that you can’t.  You should have a scorecard to make sure that the people you are getting introduced to fit the mold of the “perfect client” for you.  When you work with your perfect client, you provide greater value because you are more familiar with that particular market segment; you know the solutions they typically need and you have a product that fits their specific needs.  However, the problem is that you don’t have a system or process in place to make sure that you are really getting the ideal client for your book of business. 

You need a sales scorecard.  So here it is.  Feel free to use, edit or reproduce this in any way you feel is appropriate to your specific business, but keep the primary concepts and make sure that you have some sort of accountability process in place to ensure you adhere to your scorecard. 

How to Creat a Sales Scorecard

Mission- Develop a short statement about why you want this type of client.  To better serve and develop specific products and services for those companies in the ABC industry.  Better serve means that “I will become an expert in that field, develop specific products and services for that market segment and become the dominant player and resource for those in that space.”

Outcomes- Develop 3 to 8 specific outcomes that you WILL achieve with these perfect prospects. These outcomes must be described and be reflective of “extraordinary” outcomes.  To do that you must not only describe the outcomes but set standards that you will measure against.

Demographics- Identify the demographics of the ideal prospect:  Volume of sales, # of employees, # of power units, # of locations etc.  You should also identify the specific market segment, geographic location, potential revenue volume and soft issues like “easy to do business with”, has a strong credit history and has an appreciation for an advisory versus price approach to doing business. 

Support- You must make sure that you have aligned your support staff and the resources within your company.  You may become an expert in waste hauling, but if your support and resources can’t provide you the product and service you need and cannot support the backroom requirements, then it doesn’t matter that you are an expert in the field.

Once completed, share this scorecard with anyone who can potentially interface with your clients to make sure there is synchronization in focus, effort and support in your efforts.

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