What is a Sales Clinic?

1. Sales Clinic is a process for creating, developing, managing and executing strategic account planning, applied to key or strategic accounts • The process involves the following elements: • Begins with a half day workshop, or sometimes a full day depending on account complexity • Hosted and run by SalesBenefits, attended by appropriate sales personnel and other parties relevant to the business opportunity • The workshop objective is to conduct an analysis of a key account that may be described as strategic • The outcome is a documented STRATEGY that describes the Goal, Objectives, the Plan of Action and what’s known (or not known) about the target company so that a sales team can determine what they need to do to win identified opportunities, sustainable over the longer term • We use a template called the Strategic Account Planning tool, or SAP, to capture this information, via discussion / interrogation, role play, analysis, competitor assessment, and so on • Following the workshop, the elected facilitator updates the SAP and assigns tasks and actions, agreed from the workshop, to appropriate individuals • Thereafter, a series of interactions occur via audio calls, Webex, Skype, face to face meetings, etc, to drive the agreed actions forward. This activity is managed by the elected facilitator until the agreed Goals and Objectives are achieved • The SAP typically resides within the company CRM, usually sitting as a Report within the field selected for the name of the client What is a Sales Clinic?

2. Most sales organisation don’t have any formal & rigorous process for defining a winning strategy for targeted key accounts Any information regarding a potential strategy is usually incomplete and out of date This information, if it exists, is hardly ever reviewed or put to the test – i.e. validated as viable Usually, no one really owns the process, although the account manager may claim they do – but see above points which are rarely managed with sufficient precision Senior management are rarely if ever involved in the process which means the C-Level strategy is often never tested Tactics happen based on what the customer may or may not decide rather than initiatives created by your sales operation Plans hardly ever include a Social Media Contact Plan (how to leverage LinkedIn Twitter, etc) In reality, most sales organisations don’t have a strategic account planning process The Benefit of Sales Clinics is that the points above disappear What is the benefit of running a Sales Clinic?

3. A Typical Sales Clinics Process Facilitated by Sales Clinic lead: • Clarify Goals & Objectives • Discuss and define the STRATEGY and TACTICS - the thinking required to qualify, develop & position your proposition • Assess the Competitor Threat and create a counter-strategy • Determine the politics and Contact Plan • Output: • clear steps on ‘what do we need to do to win?’ • Everyone knows their contribution • Update the SAP 3 2 1 In Field Reinforcement (with managers) Sales Clinic workshop • Opportunity Owner begins to take over updating the SAP whilst SMgrs drive implementation • Sales Clinic process continues back in the field: • Live Meet: sales person and SMgr review selected Opportunities with SalesBenefits • Sales Mgr /SB Qtr reviews • Output: • Accurate and effective strategy for winning the deal • Accurate forecasting • Incremental business • Sustained skills uplift being applied and measured on real deals • Winning against competitors Preparation & Planning (with sales managers) • Planning: • Identify Key or Strategic Accounts to work on during workshop • Select attendees for the workshop • Preparation: • Begin to populate the Strategic Account Planning tool – assisted by Sales Clinic facilitator