How to Develop Your Sales SystemYou can do better than "hope" you hit your sales goals. Here's how.
In the last post, we talked about my friend Gary Indiana, who was able to sell more simply by knowing his numbers and analyzing his data. So now the challenge becomes how to develop your own sales system; what are the elements that help you?
Don’t be scared off by the terminology — if “revenue” and “conversion rates” send you diving under the bed, we’re going to change all that with this simple system.
Set your revenue goal
To improve your sales, you must have a goal. It’s not enough to say you just want to “sell more;” you actually have to know what numbers you’d like to hit.
But a lot of people are afraid to set that kind of goal. They worry that they don’t know what the number should be, so they just don’t pick one at all.
To which I say: baloney. (Or, I usually use other words, but you get the picture!)
The very first thing that I like to understand when I’m working with somebody one-on-one is: what do you actually need to make your life work? I’m talking about, how much does your business have to make to keep you fed, clothed, and living in the style to which you are accustomed.
…but suffice it to say, your business needs a revenue goal grounded in your own personal reality and you need services priced to support that.
That is your personal sales target. Quite simply, you attach income to your business. You can download my Profit Clarity Blueprint to go deep into that process for yourself, but suffice it to say, your business needs a revenue goal grounded in your own personal reality and you need services priced to support that.
So for my client Maria, for example, we very quickly identified that, for her to make her life work on a personal and professional financial level, she actually needed six clients a month.
Fill out your ratios
The next step is to take that goal and work backwards to fill out your ratios. Using Maria’s ratios, it was easy to identify her most important action steps:
Sales ratio (How many people you have meetings with actually buy?) – 60%
To get 6 people to purchase services, she needs to have consults with 10 people per month.
Hold ratio (How many meetings or consults you hold?) – 80%
To hold 10 consults per month, she needs to schedule 13 consults per month.
Schedule Ratio (How many people you talk to schedule a meeting?) – 50%
To schedule 13 consults, she needs to get 26 people to complete a prospect intake.
Talk To (Of your total leads, how many do you actually reach?) – 33%
To get 26 people to complete a prospect intake, she needs 75 people to be interested.
Total New Traffic Needed – 75 new warm bodies each month
Now these are Maria’s initial ratios, but the more she refines her system, the more effective she will get at converting. We’re conservatively saying that she needs 75 new people each month to market to, but that might be even less as people throw themselves back into the funnel. 900 people per year. Now that, in the grand scheme of things, is pretty easy.
Maria thought so too. With her public speaking, her online outreach, even Facebook ads, she felt she could very easily get 900 new people into her funnel every year.
I’ve created a free ebook with this worksheet you can download to work out your own ratios and design your own sales system. Click here to download.
Improving your sales system
I don’t harp on the numbers because I am such a number lover (okay, I am); I harp on them because by using them, it becomes crystal clear where someone’s system is breaking down.
For many years, I did everything myself, so I built in efficiencies. Now that I have a team, those efficiencies are managed by them.
Once you have your ratios, you can see which are low, and where you can improve. But HOW do you improve those numbers — and your sales system?
- Goal reality check. Given what you want to have happen financially and for your business, what is the goal reality of all these different funnel points? This helps you create targets to reach on a weekly or monthly basis. For Maria, 75 prospects a month was no problem, but for someone else that might be a BIG problem.
- Follow the prospect path. What I mean by this is you need to look at your website with absolute fresh eyes and say, “Okay, when somebody lands on my website what is the logical progression to get them to an intake form or get them to a conversation with me?” (if that’s your goal; your goal might be different). And for extra credit, you can look at your email opt-ins. So if somebody is moving along your website, how do you get them to opt in, what does that look like, and what does your autoresponder series look like to get them to a one-on-one appointment or a sale?
- Automate and use technology. Every process point in my own sales process is either handled by a team member, a standard email template or technology. Just some examples:
- Prospect intake – Wufoo Forms
- Scheduling – Schedule Once
- Email Templates – Canned Responses (Gmail)
- Follow Up. When I hired my teammate Melissa, my conversion went up by 20%… Why? I wasn’t getting better at sales, she was simply following up more with everyone with whom I held consults, and so my ratio got much better.
For many years, I did everything myself, so I built in efficiencies. Now that I have a team, those efficiencies are managed by them. I do nothing except market and talk to qualified prospects. Oh, and actually deliver my services!
If you want to read in more detail about my Sales System and the key points of each, you can download my free ebook Create Your Own Sales System.
ABOUT MINDY CRARY
If you want to work on your sales process, check out Mindy’s excellent (and FREE) ebook Create Your Own Sales System. Mindy Crary, MBA, CFP® is a QPS Strategist and a personal finance expert who helps both you AND your money succeed. From growing your wealth to the actual person behind it, Mindy bridges the gap between the energetic, spiritual and practical with a creative twist.