Sales Effectiveness Snapshot 20 Key Competencies

Analysis

This Sales Effectiveness Snapshot is designed to help managers and business owners objectively evaluate the strengths and development needs of their sales operation.

Since 1985 Prosell has been at the forefront of providing Corporate and SME Clients with proven, objective-led business performance improvement solutions. Prosell has built its reputation by partnering with companies large and small, in industries across the broadest business spectrum.

Based on its research Prosell has identified 20 key competencies across 4 topics that are vital in delivering high quality execution.

The key to evaluating how well these competencies have been mastered within your sales operation is to collect data that allows an objective analysis to be made. To help you build a snapshot your own operation, on the following pages each competency is listed with a supporting definition together with how you should evaluate it.

For each competency you should use the following scoring system:

1 = I disagree with this statement
2 = I am uncertain or neutral
3 = I agree with this statement

Once you have completed the snapshot you can create your own analysis or alternatively send it to Prosell by post or fax and we'll create a graphed analysis for you.

Interactive Skills		Score
Personal Dexterity	Ability to adapt to different customer types (e.g. high v low reactor)
Personal Dexterity	Evaluated by in-call execution observation
Relationship Skills	Ability to build trust, manage expectations and deal with conflict
Relationship Skills	Evaluated by in-call execution observation Evaluated by frequency of post-implementation issues
Questioning Skills	Ability to identify, develop and gain agreement to customer requirements
Questioning Skills	Evaluated by use of need development questions during in-call execution observation
Meeting Process Skills	Ability to open sales calls with clear objectives and close calls with agreed actions
Meeting Process Skills	Evaluated by in-call execution observation
Presentation Skills	Ability to plan, structure and present a persuasive argument
Presentation Skills	Evaluated by standard of written proposals Evaluated by observation of sales presentation or demonstration
Total Interactive Skills score out of possible maximum of 15

Company Knowledge		Score
Company Knowledge	Ability to access company resources required to fulfil sales role
Company Knowledge	Evaluated by ability to access information and required support to help win sales and implement solutions
Process Knowledge	Ability to deliver solutions without causing a strain on internal processes & systems
Process Knowledge	Evaluated by frequency of complaints from other departments (finance, support, logistics, etc)
Organisation Alignment	Ability to act as a 'customer advocate' by utilising internal networks
Organisation Alignment	Evaluated by frequency of unresolved customer issues (billing, service, etc)
Product Knowledge	Ability to articulate product capabilities, applications and benefits relative to customer requirements
Product Knowledge	Evaluated by use of benefits statements during in-call execution observation Evaluated by standard of written proposals Evaluated by interview
Understanding of Value Proposition	Ability to articulate organisation's value and positioning
Understanding of Value Proposition	Evaluated by use of benefits statements during in-call execution observation Evaluated by standard of written proposals Evaluated by interview
Total Company Knowledge score out of possible maximum of 15

Market Knowledge		Score
Customer Knowledge	Ability to capture and document information on structure, 'political mapping', priorities and challenges
Customer Knowledge	Evaluated by depth & accuracy of customer records
Competitive Awareness	Ability to identify competitive activity within clients & prospects and recognise potential threats
Competitive Awareness	Evaluated by in-call execution observation Evaluated by level of opportunity losses to competition
Competitive Positioning	Ability to successfully position own company and product proposition against competitors
Competitive Positioning	Evaluated by use of benefits statements during in-call execution observation Evaluated by standard of written proposals Evaluated by level of opportunity losses to competition
Vertical Market Knowledge	Ability to recognise and understand implications of trends in customer and prospect environments
Vertical Market Knowledge	Evaluated by pre-call planning Evaluated by use of need development questions during in-call execution observation
Business Awareness	Ability to understand and use knowledge of general business practice to create value
	Evaluated by pre-call planning Evaluated by use of need development questions during in-call execution observation
Total Market Knowledge score out of possible maximum of 15

Strategic Thinking		Score
Campaign Planning Skills	Ability to create and execute sales campaign plans
Campaign Planning Skills	Evaluated by pre-call planning Evaluated by use of objective qualification process Evaluated by accuracy of sales forecasting
Account Development Planning Skills	Ability to create and execute plans to develop customer revenue and loyalty
Account Development Planning Skills	Evaluated by documented account development plan Evaluated by increase in customer spend over time
Territory Planning Skills	Ability to segment a territory and create a coverage strategy to meet territory development objectives
Territory Planning Skills	Evaluated by level of target achievement Evaluated by presentation of coverage strategy
Qualification Skills	Ability to accurately assess sales opportunities
Qualification Skills	Evaluated by use of objective qualification process
Sales Pipeline Skills	Ability to prospect for and develop a sales pipeline sufficient to deliver revenue plan
Sales Pipeline Skills	Evaluated by level of target achievement Evaluated by size of pipeline Evaluated by strategy for new business generation
Total Strategic Thinking score out of possible maximum of 15