CEOs: 4 Inside Sales Fundamentals

A predictable inside sales machine depends heavily on process, metrics and common sense across four main areas.

1) A STRATEGY THAT MAKES SENSE
This point applies most to new companies just figuring out their initial revenue strategy, as well as field sales-driven companies considering selling a new product with an inside sales arm. Does the company have a product that buyers need (not want), in a specific market? Does the packaging/pricing work for the new market? Don’t invest in a big sales team until your product is ready to be sold, and the pricing/packaging is tested! Beta test your product, market and inside sales process before investing heavily.

2) A CREDIBLE LEAD GENERATION PLAN
This is not a marketing plan, even if the plan is created by marketing. It can include information on how partners and salespeople will help generate leads, but the CEO needs to know how and who is going to fill the pipeline of the salespeople? Hope is not a strategy. Out of these four areas, in most companies this is the most likely place that people will just make crap up. Credibility means there is proof of results or at least initial test data. Show me the leads!

3) SALES ECONOMICS THAT WORK
Can a sales team bring in 3-10x more revenue than it eats in costs, month after month?
a) first make the process repeatable and understandable, then b) focus on making it more profitable or faster-growing. It’s hard to improve something you don’t understand.

4) DESIRED INVESTMENT IN CUSTOMER HAPPINESS
How much investment does it take to keep your customers happy? (To support and retain customers). How happy do we want them? Can you afford it? Word to the wise: word-of-mouth marketing is far and away the most effective, so think two or seven times before you wait to expand customer support as you grow. If you have the money and are on a predictable growth path, customer support/success should lead growth, not follow it.