TOP

12
TI PS
FOR DRIVI NG
CONSI STENT
SALES GROWTH
WRI TTEN BY:
SI MON WARMAN-FREED
CEO I NTELLI GENT BUSI NESS GROWTH

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Simon has over 25 years proven international
management, sales, business development and
strategy experience with particular emphasis on
new business start up, growth and acquisition:
He has built a number of highly successful
multi million start up IT and services companies.
Simon also spent time as a Sales and marketing
director with Big 4 professional services
frm with a focus on helping entrepreneurial
and mid-market companies optimise their
strategy to deliver signifcant growth.
Simon founded Intelligent Business
Growth which has successfully worked
with many companies to build and
implement sales and marketing strategies
and deliver signifcant business wins.
He has a deep expertise in understanding the
issues and pressures facing business owners
and people within businesses at all levels, and
a track record of delivering strong results.
SI MON WARMAN-FREED
CEO I NTELLI GENT BUSI NESS GROWTH

3
copyright Simon Warman-Freed 2013
1
SALES PROCESS
Develop a documented sales
process. It is the foundation
for continuous improvement,
measurement and focus. It is
the roadmap and framework for
coaching and for creating a common
language with the sales force.
2
GROWTH
STRATEGI ES
PORTFOLI O
Defne your top strategies for growth
each year. Research suggests that
Account Penetration, Retention and
New Business Acquisition are the
most important strategies. You must
do these three and then execute
them fawlessly. Pursuing too many
strategies dilutes your focus and
therefore impedes success.
3
REPOSI TI ONI NG
Reposition yourself as
a problem solver so you have
something for your solution or service
to fx. Broaden your perspective and
therefore your impact. Focus your
sales force on strategies that help
improve your customers business
results. Be aggressive in quantifying
the cost of the customers problems
therefore heightening the value of your
solution or service in solving
these problems.
4
METRI CS
Create deliberate measures
that refect both historical and leading
indicators of effectiveness. The number
of measures you select will depend on
your business and the level of rigour
you need to apply for your sales force.
TOP 12 TI PS FOR
DRI VI NG CONSI STENT
SALES GROWTH

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copyright Simon Warman-Freed 2013
5
CUSTOMER
BUSI NESS
REVI EWS
Make quarterly or semi-annual Business
Reviews a must for each salespersons
top fve customers. This customer
satisfaction measure must include
identifying any potential issues that
they may have with your organisation.
Enforcing Customer Business Reviews
is a proven strategy to build account
penetration and to establish customer
loyalty. It is the single best strategy to
change the customers perception of
your sales force from vendors
to advisors.
6
GROWTH
PLANNI NG
Establish accountability and discipline
for achieving fnancial goals through
Territory Growth Plans and Key Account
Strategy practices. Organisations that
are rigorous around territory execution
win more often than those that dont.
7
FORECASTI NG
Establish a monthly forecasting
system that looks at the pipeline
formally, and is a key element of the
formal coaching conversation. Ensure
your forecasting method communicates
clearly where each opportunity
stands in the sales process. Pipeline
management reminds the salesperson
of the need to think like a business
person and to make deliberate choices
on where to invest time in order to
move opportunities forward.
8
SALES
MANAGEMENT
PRACTI CES
Explicitly defne the practices you
expect of your sales managers.
Defne standards for their roles
as leaders, recruiters, strategists
and coaches rather than glorifed
salespeople. Choose sales managers
not for their selling skills but for their
desire to lead, teach and coach.

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copyright Simon Warman-Freed 2013
9
SEGMENTATI ON
Build intimacy and depth
of experience through customer
segmentation. Identify the critical
segments for your business and
consider organising your sales
team by market segments. Then,
create in-depth profles of every
segment and deliver aggressively
to the requirements of each.
10
SKI LLS
MASTERY
Be aggressive in developing and
training your sales force. The quality
of your frontline professionals drives
your business. Letting them work it
out on their own leaves too much
to chance. The cost of turnover is
prohibitive. Explicitly defne the
competencies required to win. Assess
your team and all future hires against
those competencies and invest
seriously in sales force development.
11
BUI LD A BENCH
Actively recruit. Being
reactive about fnding talent
hinders your growth. Seasoned
executives affrm they are more
constrained by the calibre and action
orientation of their people than
they are by capital. Reducing the
effect of staff turnover is essential
to sustain double-digit growth.
12
CUSTOMER
FOCUS
Finally, ensure that the voice of the
customer permeates everything
you do. Conduct Customer Value
Analysis quarterly or semi-annually
to determine what customers most
value about you. Identify and ward off
early-stage issues, essentially nipping
them in the bud, therefore eliminating
the risk of losing your customers. Not
every customer tells you that there is
a problem unless you specifcally ask.
Make listening to the customer, and
then acting on and communicating
back to them a core practice.

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copyright Simon Warman-Freed 2013
ARE YOU EXPERI ENCI NG
ANY OF THESE CHALLENGES
OR I S SOMETHI NG ELSE ON
YOUR MI ND?
If so, IBG have helped over 300 Business Owners
overcome many of the challenges that have been
identifed in this book and many other challenges
too. But its not what we say that is important. It
is what our clients think about us that counts! So
please feel free to look at http://www.ibg-world.
com for a video testimonial and http://ibg-world.
com/testimonials-2/ for written testimonials.
If you are experiencing any challenges within your
business and would like to get in touch please feel free
to call me directly on 020 368 6606 or alternatively
email me at simon.warman-freed@ibg-world.com.
YOU CAN ALSO FI ND ME ON
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copyright Simon Warman-Freed 2013
CLICK HERE
to contact us or Contact IBG on
+44 (0) 20 368 6606
or email at
si mon.warman-freed@i bg-worl d.com