More often than not, our Sales Doctor Specialists get called in when our patientâ€™s sales operations are not performing up to management expectations.Â When the Sales Dr. is called in at this stage, it usually indicates that the situation has reached an acute state and calls for immediate attention, or the enterpriseâ€™s viability is in jeopardy.
Just as with any healthcare specialist, the Sales Dr. must alleviate the immediate acute pain as well as identify root causes and prescribe long-term preventative corrective action therapy, in order to avoid future occurrences of acute pain.Â To determine root causes, our Sales Dr. must first diagnose the two primary root causes of poor sales performance improper sales execution and/or market acceptance of the offer.
The initial diagnosis is to get a picture of what is being sold to whom and why, and then determine if the selling activities are focusing on the right customers and communicating the customer value.Â Typically these are at the center of root causes.Â If, when diagnosed, we discover a disconnect between what is an ideal customer and who sales should be calling on, we then need to refocus sales attention via clearly identifying ideal customers/industries, channels, territory and account assignments.Â If the diagnosis determines that sales is focusing on ideal customers, then we determine if sales is communicating an acceptable offer.
To know if sales is communicating the offer effectively requires us to determine if the offer is for commonly understood capabilities (a commodity) or highly innovative (paradigm shift or disruptive) capabilities. Our Sales Dr. then examines the sales execution model to determine if, appropriate for selling commodities or innovation.Â The Sales Dr. diagnoses the sales execution coverage model and call pattern processes to determine if sales is calling on appropriate decision makers.Â Once it is determined that sales is calling on ideal customer decision makers, then the last two processes to inspect are: 1) sales execution model, to determine how well the offer is being communicated, and 2) market acceptance of the offer itself.
Regarding sale execution model, one cannot be successful selling transactionally on â€śpriceâ€ť, when the customer does not even know they need your capabilities.Â You must assist the customer in recognizing that they have a problem, that you have a proven capability to solve, and that the customer will derive sufficient benefit to motivate them to take action.
The Sales Dr. then diagnoses the offer to determine if it is perceived by the ideal customers as having sufficient merit to motivate them to avail themselves of the offer capabilities.
The diagnosis of the offerâ€™s market acceptance starts with the diagnosis of the following:
- What are the offer capabilities
- Who are ideal customers
- Why will they buy
- Where will they buy (channels)
- When will they buy
- How will they buy
Once this diagnosis has been completed, the Sales Dr. is in a position to prescribe an Rx for the immediate acute pain and an Rx for preventative measures to avoid acute pain in the future, and place the sales execution in motion to meet/exceed managementâ€™s expectations.
Please note that when our Sales Doctor is called in for routine examinations, then acute pain situations can be avoided and healthy, highly productive sales performance ensured.
If you would like to know more about how you can get our Sales Doctor to diagnose your situation and put you on the road to recovery and long-term revenue and margin growth, email us at Sales-Dr@prismbusdev.com or call us at (720) 352-3407.