AG SurveyofSalesEffectiveness
AG SurveyofSalesEffectiveness
AG SurveyofSalesEffectiveness
n
e
s
h
o
w
w
e
s
e
ll.
1
6
.
1
M
y
o
r
g
a
n
iz
a
t
io
n
p
r
o
v
id
e
s
r
e
s
o
u
r
c
e
s
a
n
d
t
o
o
ls
t
o
h
e
lp
s
a
le
s
p
e
o
p
le
t
o
r
e
s
e
a
r
c
h
a
n
d
u
n
d
e
r
s
t
a
n
d
c
u
s
t
o
m
e
r
s
a
n
d
t
h
e
ir
m
a
r
k
e
t
s
.
1
6
.
6
O
u
r
c
o
m
p
a
n
y
o
b
je
c
t
iv
e
s
a
r
e
c
le
a
r
t
o
s
a
le
s
p
e
o
p
le
.
.440
1
1
1
1
1
1
1
1
1
1
1
1
.685
.455
.763 .418
.542 .564 .552
.494 .521 .520
.573 .486 .486 .390 .381
.540 .507 .380 .445 .243 .273
.397 .454 .514 .514 .384 .532 .469
.624 .423 .404 .511 .544 .481 .498 .516
.476 .398 .589 .491 .483 .447 .464 .324 .363
.438 .410 .427 .458 .495 .458 .424 .442 .389 .355
.468 .407 .316 .476 .354 .393 .348 .409 .287 .278
35 | A SURVEY OF SALES EFFECTIVENESS
Preparing to Sell
Total <$10,000
$10,000 -
$99,999
Average Deal Size Companys Annual Revenue
$100,000 -
$499,999 $500,000+
Less Than
$50m
$50m-
$149m
$150m-
$499m $500m+
Have a complete understanding of the
products and/or services being sold.
Actively build and maintain a network
of contacts.
Understand the competition within your
marketplace.
Have an in-depth knowledge of the
customers industry.
Develop formal strategies for territories,
accounts, and opportunities.
Set personal sales goals.
Understand the strategy of your organiza-
tion and salesperson's role in its execution.
Accurately forecast and track sales results.
70.1%
52.6%
43.9%
41.3%
30.5%
26.7%
23.0%
11.8%
1(76.8%)
2
3
24.6%
32.9%
1(68.7%)
2
3
33.2%
1(64.1%)
2
3
33.6%
22.3%
1(60.2%)
3
2
39.6%
22.5%
1(77.1%)
2
3
22.4%
8.7%
1(65.0%)
2
3
38.3%
14.0%
1(63.0%)
2
3
38.7%
17.5%
1(66.0%)
2
3
36.2%
Developing Business
Total <$10,000
$10,000 -
$99,999
Average Deal Size Companys Annual Revenue
$100,000 -
$499,999 $500,000+
Less Than
$50m
$50m-
$149m
$150m-
$499m $500m+
Efectively use telephone/in person/electronic
means to secure appointments with
decision makers.
Generate referrals from the existing customer
base and contact network.
Prospect continuously to keep the pipeline full.
Identify new opportunities in existing
accounts.
Quickly and accurately qualify prospects.
Aggressively pursue leads.
Conduct in-depth research of prospect
organizations.
Use social media to network and source leads
to secure appointments with decision makers.
48.1%
49.9%
44.6%
44.1%
41.1%
35.8%
21.4%
14.9%
1(55.3%)
3(50.1%)
2(51.6%)
36.7%
45.3%
10.7%
2
1(49.2%)
3
32.4%
21.5%
17.9%
1
2(53.8%)
3
32.3%
29.1%
3(39.7%)
37.8%
40.5%
2
1(51.4%)
29.0%
42.2%
9.8%
1
2
3(41.0%)
38.3%
42.4%
15.6%
16.3%
2
1
3
25.7%
16.0%
1
2
3
26.7%
27.6%
17.0%
3
2(51.1%)
1(49.5%)
31.5%
24.1%
8.3%
Appendix 2: Key Sales Activities and Their Relationship to Numerous Variables
A SURVEY OF SALES EFFECTIVENESS | 36
1
2
3
38.4%
1
3
2(53.1%)
1
2
3
15.6%
1
2
3
22.1%
1(73.5%)
2(47.2%)
3
1
2
3
1(66.1%)
2(60.0%)
3
1
2(44.4%)
3
34.6%
33.5%
13.4%
1
2
3
38.3%
12.8%
Sales Position Sales Focus Sales Performance
Outside
Sales
Sales
Dir./Exec.
Finding
New Business
Servicing Existing
Customers High Medium Low High
Receiving Coaching/Training
Moderate Low
1
2(56.2%)
3
41.3%
24.2%
5.3%
Sales Position Sales Focus Sales Performance
Outside
Sales
Sales
Dir./Exec.
Finding
New Business
Servicing Existing
Customers High Medium Low High
Receiving Coaching/Training
Moderate Low
1
3
2
1
3
2
2
3
1(58%)
31.9%
2
1
36.8%
3(48.0%)
2
3
1(50.0%)
30.0%
24.5%
1
2
3
35.3%
25.1%
3
1
2
41.0%
41.6%
15.8%
2
3
1
39.3%
21.4%
2
1
3
3
33.1%
1
3
2
28.1%
13.1%
37 | A SURVEY OF SALES EFFECTIVENESS
Establish Relationship
Total <$10,000
$10,000 -
$99,999
Average Deal Size Companys Annual Revenue
$100,000 -
$499,999 $500,000+
Less Than
$50m
$50m-
$149m
$150m-
$499m $500m+
Ask questions to uncover customer needs
and motives.
Build trust during each customer interaction.
Listen actively by expressing interest and
asking follow-up questions.
Identify all the key players who participate in,
or inuence, the buying process.
Uncover needs the customer might not be
aware of.
Understand the customer's buying process.
Establish rapport with shared interests in
non-work topics.
Create a call strategy before meeting with
the customer or prospect.
59.5%
57.4%
47.9%
42.4%
33.3%
27.6%
14.7%
17.1%
2
1
3
37.0%
22.6%
1
2
3
28.1%
2
1
3
28.4%
1
2
3
26.0%
39.7%
2
1(62.0%)
3
1
2
3
1
2(50.3%)
3
1
2
3
Presenting a Solution
Total <$10,000
$10,000 -
$99,999
Average Deal Size Companys Annual Revenue
$100,000 -
$499,999 $500,000+
Less Than
$50m
$50m-
$149m
$150m-
$499m $500m+
Congure solutions to meet the unique
needs of the customer.
Clearly explain the links between solutions,
benets, and customer needs.
Ofer unique ideas and insights that
prospects have not considered before.
Articulate a business case to show how a
solution will nancially benet the
customer's organization.
Highlight the value of your organization as
compared to competitors.
Communicate solutions through engaging
presentations and proposals.
Tell stories to illustrate important points.
63.7%
63.5%
46.3%
39.2%
36.8%
31.6%
18.8%
1(65.0%)
2(58.4%)
3
35.0%
42.6%
28.7%
1
2(64.4%)
3
44.3%
28.1%
2(55%)
2(69.6%)
3
30.4%
1
2(69.6%)
3
27.0%
3(43.2%)
1
2(60.3%)
3
39.0%
1
2
3
33.0%
2
1
3
34.0%
2
1(70.1%)
3
36.1%
29.6%
A SURVEY OF SALES EFFECTIVENESS | 38
Sales Position Sales Focus Sales Performance
Outside
Sales
Sales
Dir./Exec.
Finding
New Business
Servicing Existing
Customers High Medium Low High
Receiving Coaching/Training
Moderate Low
Sales Position Sales Focus Sales Performance
Outside
Sales
Sales
Dir./Exec.
Finding
New Business
Servicing Existing
Customers High Medium Low High
Receiving Coaching/Training
Moderate Low
1
2
3(54.5%)
24.6%
16.1%
1
2
3(45.7%)
34.1%
8.5%
1
2
3
47.5%
20.6%
2
1
3
38.5%
29.3%
1
2
3
1
2
3
1
2
3
1
2
3
38.8%
37.6%
21.7%
1
2
3
34.0%
1
2
3
48.9%
25.7%
13.1%
1(67.8%)
2
3
14.8%
1(59.1%)
2
3
21.3%
2
1
3
1
2
3
1
2
3
15.3%
1
2
3
19.1%
2
1
3
22.0%
2(58.0%)
1
3
41.9%
40.0%
1
2
3
37.4%
31.0%
1(74.0%)
2
3
32.9%
27.0%
39 | A SURVEY OF SALES EFFECTIVENESS
Closin The Sale
Total <$10,000
$10,000 -
$99,999
Average Deal Size Companys Annual Revenue
$100,000 -
$499,999 $500,000+
Less Than
$50m
$50m-
$149m
$150m-
$499m $500m+
Resolve customer concerns including price
objections.
Stay alert to buying signals and ask for the
business at the right time in the sales cycle.
Look for innovative ways to meet client
needs.
Efectively use closing skills to gain customer
commitment to complete the sale.
Craft agreements that balance the needs of
the customer with the needs of your
organization.
Develop creative trade-ofs and alternatives
during negotiations.
Efectively use internal resources to close the
business.
63.4%
51.5%
50.0%
48.6%
38.2%
28.2%
20.0%
1
2(57.4%)
3
28.4%
22.5%
13.8%
1
2(55.8%)
3
25.2%
19.5%
2
3(45.5%)
1
35.7%
27.6%
1
44.1%
2
3(45.9%)
35.4%
26.7%
1
3
2
32.0%
25.1%
16.1%
1
2
3
43.8%
35.7%
20.4%
1
2
3
43.8%
33.4%
1
3
2
29.8%
Following Up After the Sale
Total <$10,000
$10,000 -
$99,999
Average Deal Size Companys Annual Revenue
$100,000 -
$499,999 $500,000+
Less Than
$50m
$50m-
$149m
$150m-
$499m $500m+
Establish regular contact with customers to
maintain long-term relationships.
Ensure that your organization delivers what
was promised to the customer.
Quickly resolve service issues and requests.
Provide customers with ongoing advice and
information.
Act as the customer's advocate by taking
the responsibility to meet their needs.
Actively manage all post-sale interactions
with the customer.
Request customer feedback.
66.1%
62.4%
45.7%
34.2%
31.3%
26.8%
26.5%
1
3
2(59.2%)
23.0%
1
2
3(53.9%)
1
2
3(49.0%)
33.0%
1
2
34.2%
3
1
2
3
27.4%
2
1
3
35.7%
2
1
3
32.1%
1
2
3
35.6%
A SURVEY OF SALES EFFECTIVENESS | 40
Average Deal Size Companys Annual Revenue
Sales Position Sales Focus Sales Performance
Outside
Sales
Sales
Dir./Exec.
Finding
New Business
Servicing Existing
Customers High Medium Low High
Receiving Coaching/Training
Moderate Low
Sales Position Sales Focus Sales Performance
Outside
Sales
Sales
Dir./Exec.
Finding
New Business
Servicing Existing
Customers High Medium Low High
Receiving Coaching/Training
Moderate Low
1
2
3
25.2%
1
2
3
37.5%
1
2
3(53.3%)
31.1%
1
2
3
43.3%
40.3%
1
2
3(45.8%)
1
2
3
1
2(55.5%)
3
1
3
2(56.8%)
31.7%
1
3
2
46.0%
40.2%
1
2
3
39.2%
42.5%
1
2
3
2
1
3
1
2
3
38.5%
1
2
3
30.8%
12
1(67.2%)
3
1
2
3
29.2%
1
2(54.3%)
3
39.1%
1
2
3
26.6%
33.8%
1
2
3
32.1%
25.3%
1
2
3
36.5%
19.6%
41 | A SURVEY OF SALES EFFECTIVENESS
Personal Attributes
Total <$10,000
$10,000 -
$99,999
Average Deal Size Companys Annual Revenue
$100,000 -
$499,999 $500,000+
Less Than
$50m
$50m-
$149m
$150m-
$499m $500m+
Be direct and honest in all communication.
Treat prospects, customers, and internal
partners with respect.
Maintain high ethical standards.
Invest the time and efort needed to get
the job done.
Exhibiting sales tenacity.
Remain optimistic about future success
when faced with setbacks.
Take an organized selling approach.
Successfully navigate within your organiza-
tion to secure needed resources.
62.3%
55.8%
47.1%
42.0%
32.0%
22.4%
22.1%
16.4%
1(66.4%)
2(64.7%)
3
9.3%
1
2
3
17.0%
1
2
3
25.3%
1
2(46.8%)
3
23.7%
1(65.1%)
2
3(45.3%)
11.7%
1(63.8%)
2
3
11.1%
2(51.8%)
1
3
22.9%
1(59.7%)
3
2(57.1%)
18.1%
A SURVEY OF SALES EFFECTIVENESS | 42
Sales Position Sales Focus Sales Performance
Outside
Sales
Sales
Dir./Exec.
Finding
New Business
Servicing Existing
Customers High Medium Low High
Receiving Coaching/Training
Moderate Low
1
2(60.5%)
3
1
2(52.0%)
3
1
2
3
1
2
3
1
2
3
36.2%
1
2
3
31.2%
1
2
3
28.6
1
3
2(55.5%)
1
2
3
1
2
3(40.7%)
A SURVEY OF SALES EFFECTIVENESS | 34
An online survey, launched in August 2010, was com-
pleted by a panel of 875 sales professionals from the
US (550), Mexico (50) UK (100), Germany (100),
Singapore (25), and Australia (50), and an additional
170 respondents selected from 17 other countries.
Of the 170 additional respondents, 43% are from India,
15% from Portugal, and the remaining 58% from 15
other countries.
Respondents tend to be more tenured sales people from
smaller companies operating in both a business-to-busi-
ness and business-to-consumer capacity. They are more
likely to focus on servicing existing customers, and they
are evenly split between sales people and sales managers
or executives.
We surveyed business-to-business sales professionals
from a variety of industries that are inside sales people
(13%), outside sales people (37%), sales managers (27%)
and sales leaders (22%). About 46% of respondents are
engaged in business to business only selling while 54%
sell both to businesses and consumers.
Of the 1,045 respondents, 38.5% have fewer than 10
years experience in selling, 32% have 10 to 20 years,
and 29% of respondents have 20 or more years of
sales experience.
To identify if sales professionals would respond dif-
ferently, depending on their responsibilities, we asked
them to tell us if they are primarily involved in Finding
New Business (28%), Servicing Existing Customers
(54.9%), or involved about equally in both New and
Existing Business (16.9%).
Sales professionals responding to the survey represent a
wide variety of industries and company size. Reecting
the general population of business-to-business compa-
nies, 57% of respondents are from companies with less
than $100 million in revenue, 20% reported revenues of
$100 million to $500 million, and 17% are from compa-
nies with more than $1 billion in revenue.
For all of these demographic groups of sales professio-
nals, we asked them to select the three sales related
activities for each phase of a sales cyclefrom prospec-
ting to following up after the salethat contributed most
to successful sales outcomes. We then asked respondents
to rate the level of support activities they received from
their organization in their day-to-day sales eforts.
Appendix 3: Research Process and Demographics
World Headquarters
8875 Hidden River Parkway, Suite 400
Tampa, Florida 33637 USA
Toll Free: 800.456.9390
www.achieveglobal.com
2011 AchieveGlobal, Inc. No. M01372 v. 1.0 (03/2011)
About the Contributors
Mark Marone, Ph.D.
Research Consultant, AchieveGlobal
Mark is an author and professor with over 15 years of
research experience with companies across all industries.
Mark earned a Ph.D. from Indiana University and has
served as an adjunct professor of management at the
University of South Florida.
Chris Blauth
Director of Product Strategy, AchieveGlobal
Chris, Director of Product Strategy, spearheads
AchieveGlobals eforts to develop and maintain
products that will prepare leaders at all levels of an
organization. Chris holds a B.S. in Accounting and
Finance from the University at Bufalo, and an MBA
in Marketing from Canisius College.
About AchieveGlobal
In the 21st century, the level of human skills will
determine organization success. AchieveGlobal
provides exceptional development in interpersonal
business skills, giving companies the workforce
they need for business results. Located in over 40
countries, we offer multi-language, learning-based
solutionsglobally, regionally,
and locally.
We understand the competition you face. Your
success depends on people who have the skills to
handle the
challenges beyond the reach of technology. Were
experts in developing these skills, and its these
skills that turn your strategies into business success
in the 21st century.
These are things technology cant do. Think. Learn.
Solve problems. Listen. Motivate. Explain. People
with these skills have a bright future in the 21st cen-
tury. AchieveGlobal prepares you for that world.