“what” represents the approach or methodology
that your organization selects to ensure sustainability
of sales practices and predictability of sales efforts.
The success of a methodology is directly related to the
alignment of all customer-serving functions and the ability
of sales management to reinforce and coach.
Methodologies provide discipline and ensure a professional
approach to markets and customers, they represents the
image you want to project to your markets, through your
field force. Because it guides your field force's
actions and optimizes the utilization of your resources,
it protects your bottom line. Your methodology can
be viewed as a 'bottom line' approach to selling.
call this Sales Operations Excellence.
“how” of selling refers to the sales professional's
ability to execute the methodology. It is the grouping of
competencies or skills that are demonstrated when your field
force is face-to-face with your customer or prospect.
When developing skills, the return on your investment is
almost immediate as the skills can be applied at once, and
with the proper coaching, they will continue to be applied
with each client or prospect interaction. Skills
are the 'top line' in selling; they generate revenue while
the methodology protects the net income. It is important
to note, however, that without the proper skill sets, even
the best methodology can have, at best, mediocre results.
call this Selling Execution Excellence.