New Rules for Generating Sales Revenue

The idea that only salespeople are responsible for sales is antiquated thinking. The notion that they hire hunters to bring in new accounts and hire farmers to grow existing accounts has gone the way of the dinosaurs. Today, both sales functions have commingled in to sales function. The people that sell our products and services must be able to defend existing accounts from competitive encroachment while growing profitable revenue streams in those accounts; and they must be able generate demand for business in new accounts. Title is not the critical factor in the new global economy, roles and duties are the critical factor. The function of generating revenue can be accomplished by salespeople, practice heads, consultants, subject matter specialists, executives, managers, and the front-line employees that deliver our products and services. To gain a competitive advantage they must implement the new rules of play that govern the current sales surroundings.



The Hypothesis

one) Everybody sells. The likelihood for generating sales revenue is shared across disciplines every time a businessperson from enterprise interfaces with a businessperson from another enterprise. In other words, in case you "face the client" you have a chance to make a sale.

The Rules

a) Are you willing to commit time to the decision making system?

two) Ask the Right Questions. The alter in the business paradigm has made time management a priority. When you are in the sales mode, recognize that your contact must be willing to answer the essential questions:

b) Are you willing to assess need using the point of view of people from outside your organization and explore potential contributions of new vendors that can add value beyond that of an incumbent?


d) Are you willing to help me build a business case so they can get funding for the proposed solutions?

c) Are you willing to become my ally and sponsor me up and down the worth chain so they can reduce and or eliminate the troublesome business issues?

three) Sales Method Schooling is Mandatory. Sellers are necessary to educate themselves about sales method and to integrate that knowledge in to their particular professional discipline so when they interact with client contacts they are better positioned to identify, qualify, and pursue legitimate sales opportunities.

a) A formal strategic selling method for complex sales opportunities

c) A common sales language that makes communications between employees of different disciplines, backgrounds, and locations more effective and more efficient

b) A formal account management method for accounts that can generate significant ongoing revenue streams

four) Align behavior With the Sales Practices

d) Diligent utilization the a CRM to exploit information concerning sales pipeline management and performance improvement statistics

a) Generate Demand by linking to the buyer's pain points and engaging the buyer to solve an existing issue

b) Service Demand when responding to the buyer's request for information or request for proposal

d) Defend & Farm by defending key accounts from competitive encroachment and by selling additional products and services, including pursuing sales opportunities in different business units and geographic locations

c) Satisfy Demand by managing repeat business when you are the preferred seller

a) The Commodity Buyer who focuses on cost and is motivated by a fast fix

five) Alter Sales Strategies Based on the Buyer's Focus and Motivation

b) The Product Buyer who focuses on purchasing a state-of-the-art product or service and is motivated by a clearly defined need


d) The Consultancy Buyer who focuses on the seller's consulting experience & willingness to make a long-term dedication, & is motivated by strategic initiatives

c) The Solution Buyer who focuses on the seller's core competencies & is motivated by critical business issues