This post is the 3nd in a series of 5 posts
highlighting best practice tools to measure winnable
opportunities. Here we had a medium average selling price and this scorer is integrated into Goldmine.
I used a simpler approach to ‘winnability’
tracking with a sales force that hadn’t been using opportunities to track deals. They were selling into an emerging market so a combination of solution fit and the ‘desire to buy anything’ was a good proxy
for ‘winnability’ -- our competition was prospect inaction vs. specific
Many of the reps came from relationship sales backgrounds (versus solution selling backgrounds) so once
they had client interest, standard operating procedure was to send out a quote and hope for the best while they used a combination of charm and persistence to try and forge a friendship.
But in fact, they were often engaged
in a ‘create demand’ sale with multiple buying influences and a product that
had an implementation period of a few months. Placing all their chips on a
typically low-level friend in the account wasn’t helping drive the
opportunities and so there were many stalled accounts. To win more
consistently, they needed to add more value during the buying process and also qualify opportunities better by asking the right questions and talking to the right people.