sale process development case study business process ... - ism

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Processimprovementiscriticaltomaintainingadynamic,growing,customer-focusedbusiness.Customers,theeconomy,businessconditions,technology,andsocialnormsareconstantlychanging.Thus,theneedforcompaniestocontinuouslyevolvetheirbusinessesandbusinessprocessestomeetnewconditions.Yet,processdevelopmentcanbecomplex,timeconsumingandoverwhelmingtomanyorganizations.ISMfollowsarigorous10-stepapproach,illustratedbelow,toenhanceexistingbusinessprocessesanddesign/implementnew,“to-be”processes.Formorethan30years,ISM’sapproachhasmetwithexceptionalsuccess.

Followingisacasestudy,whereweshareasuccessfulapplicationoftheISM10-stepapproach.

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TheClientISM’sclientisamanufacturerthatprovidesproductsandservicesfornewconstruction,retro-fits,andtenantimprovementprojects.Thecompanyisarecognizedleaderinitsindustry,withago-to-marketstrategythatincludesdirectsalesandaninternationaldealernetwork.Projectsareinfluencedbyanetworkofarchitects,owners/developers,mechanical/electricalprofessionals,andgeneralcontractors.Recently,thecompanyembarkedonamulti-yearefforttoenhancebusinessprocessesandleveragecustomer-facingtechnologytodriveimprovedsalesresults.TheCommercialChallengeCentraltothecompany’slong-termstrategywasenhancingtheirabilitytowinmoreworkwithexistingresources,whileconcurrentlymanagingacomplexandgrowingsalespipeline.AdditionalObjectiveswereto:

• Betterpreparesalesrepsforspecifieranddealervisits/reviews.• Helpdealerandspecifiersprioritizeandmanageprojects.• Improvecommunicationswithdealers,specifiers,ownersandgeneralcontractors.• Moreaccuratelyforecastrevenues.

WhatWeDidThecompanycommittedstrongexecutivedirectionandactivesalesmanagementparticipationtotheinitiative.ISMwashiredtoprovidesenior-levelsubjectmatterexpertiseinthekeyareasofprocessdevelopment,technologyimplementation,andchangemanagement.UsingISM’s10-stepapproach,companyparticipantsdismantledandrebuiltanewenterprisesalesprocessthatincludedthebestelementsofexistingprocessespluscriticalnewprocessesandtechnologycomponents.Majortasksincludedmappingkeysalesmilestones,definingcoreactivities,establishingmetricsforkeystepsoftheprocess,andconfiguringCRMtechnologytoautomatethenewsalesprocess.Fundamentalaccomplishmentsincluded:

• UsedCRMtoautomatetheentiresaleslifecycle,fromlead,throughprojectopportunity,toorder,tocreatesalesefficiencyandcompetitiveadvantage.

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• Createdanewlead-managementprocessbyintegratingCRMwithanexternalleaddatasourcetoimprovethequantity,quality,andaccessibilityofleads.Enhancedleadmanagementresultedinanimprovedopportunitypipeline.

• Builtarobustquote-reviewprocesswithdealersandspecifierstomaximizeselectionofcompanyproducts.CRMautomationprovidedinformationondemandtosalesrepsduringthereviews.

• Createdcomprehensivedealer,specifier,andprojectprofiles.Theseprofilesgavesalesrepstheabilitytocapitalizeonproprietaryknowledge,betterservecustomers,andincreasetheprobabilityofwinningwork.

• Builtanewsalesforecastingprocessthatallowedcomparisonofexistingforecasts,basedonhistoricaltrends,tonewforecastsbasedonaforward-lookingsalespipeline.

ISMalsohelpedbuildrobusttrainingandcommunicationprograms,toacceleratechangemanagementandmaximizeadoptionofthenewsalesprocesses/systems.ImpactThecompanybenefitedtremendouslyfromitsprocessenhancementefforts.Keyimpactsincluded:

• Increasedsalesgrowth,significantlyhigherthanindustryaverages• Moreaccurateforecastingoffuturesales,enablingadjustmentofsalesstrategiesto

optimizeresults.• Practicalbenefitsforsalesrepsandsalesmanagersincluding:

o Repsbetterpreparedandmoreknowledgeableforsalescallso Enhancedabilitytomanageandprioritizeleads,andprojectopportunitieso Improvedabilitytofocussaleseffortsandwinmorebusinesso Increasedefficiencyofinternalcommunicationsandreportingo Bettermanagementtoolsforsalesrepmentoring

Ifyouwouldliketoreviewand/orenhanceyoursales,marketingandcustomerserviceprocesses,andleveragetechnologytodriveprocessefficiency,thanksforgivingusacallat(301)656-8448orcontactingusatcontact@ismguide.comsothatwemaylearnmoreaboutyourneeds.