How to build a sales system for consistent revenue growth

• Your business can not grow without a proper sales system in place
• Most business owners understand growth correctly: more sales and revenue
• But they take the wrong approach to sales growth
  • Increase marketing budget and leads
  • Rapidly add people and train them, because higher revenue is all that matters
• As a result
  • Most funded, ‘hypergrowth’ startups collapse under their own weight
  • Most bootstrapped companies struggle, make some failed attempts and settle at a lower level. Never growing to their full potential!

Because they don’t have the right systems in place

• The sales process is a mess
• Sales reps and managers are busy with repetitive tasks rather than building relationships and closing deals
• Important leads don’t get the right attention
• Important deals are lost to competitors

So any attempt at growth fails and any temporary money injected ‘sales growth’ evaporates quickly. You can’t achieve profitability and sustainable consistent sales growth without the right sales systems.

What is a sales system?

A sales system is a structured and organized approach towards sales management and helps in optimizing the entire sales process, from lead generation to deal closure and beyond. It encompasses a set of tools, processes, methodologies and best practices designed to streamline sales activities, improve efficiency and drive consistent revenue growth. Here’s a detailed breakdown of what an efficient sales system needs to achieve and how you can do that

How to implement a sales system to optimize your sales process

You can’t just optimise your sales process.

You have to break it down and then improve the critical pieces.

The only way you can know you have a great sales system and process in place when and only when

• Your people doing their best work
• Your prospects and customers are having a great experience they can’t stop talking about
• Important opportunities are never missed
• The system raises the right alarms when something is wrong
• As a business owner, you have a clear visibility of the entire process
• The system gives you a clear idea of what changes you need to make to unlock the next level of growth

Now let’s look at specific steps that you can take to optimise and improve each of these aspects

People doing their best work

To get the best out of your team consider implementing a sales management software like Telecrm. You’ll be able to perform manual tasks on complete automation like:

1. Automate repetitive tasks
   1. Bulk add and auto-assign leads

2. Automated follow-up reminders on WhatsApp/SMS/Email

3. Automated WhatsApp and email campaigns
4. Auto-payment link generation

5. Lead scoring, deal progress tracking and generating comprehensive sales report

3. Automatic renewal reminders
4. Customer segmentation with sales pipeline
5. Help them focus on the right leads so that they can just build relationships and close deals
   1. Build a systematic sales pipeline
   2. Setup alerts for any activity on important leads
   3. Create automatic tasks for assignees on specific activities by important leads

Your prospects and customers have a great experience

It’s all about delivering a personalised, individual experience to every prospect

1. Take note of every interaction

2. Log and keep track of the entire history with every lead

2. Filter subsets of leads and run targetted calling/WhatsApp/SMS/Email campaigns

2. Send automatic personalised reminders to prospects before the call with them

Important opportunities not getting missed

1. Make the first connect FAST: auto-capture and assign leads, send WhatsApp confirmation to lead and prioritise the first connect in your sales SOP
2. Create and monitor your sales pipeline: so that you can keep track of the hottest leads and biggest deals
3. Automatically nurture leads and keep them warm: using WhatsApp, SMS and email campaigns and automated follow-ups
4. Automatically score leads based on their engagement history: So that sales reps can pay more attention to the right leads

The system raises the right alarms when something is wrong

You can set up systems to monitor your sales process and get alarms on events like

1. Too many follow-ups and tasks are being missed
2. Important deals getting lost due to specific reasons
3. A sudden increase in negative feedback from customers
4. Too many leads are not being acted upon
5. The quality of leads is poor and unresponsive

These alarms can give you instant feedback on actions you need to take to fix your sales process

Having visibility of the entire process

It’s all about getting the key insights needed to run and improve your sales process from a single dashboard

1. Track revenue with sales pipeline monitoring: with total number, size and revenue from past, current and upcoming deals, conversion and growth rate, average deal size and duration
2. Lead gen and lead sources monitoring: See the closures and ROI by sources, monitor, prune and optimise the sources that are not performing as per expectation. Implementing conversion rate optimization strategies can help maximize lead efficiency, ensuring that traffic translates into higher-quality conversions.
3. Monitoring of key CRM metrics: like CAC, LTV, retention rate, communication quality score and customer feedback
4. Team productivity: Number of interactions by each rep, time spent, effectiveness, overall impact

A clear idea of the impact of the changes that you make

You monitor, spot problems, make changes and then compare the reports to see which changes are effective and which are not!

1. Monitor the impact of changes that you make: by comparing time-wise reports/charts

2. Set up targets and track progress in your campaigns: compare them with progress in the previous period to figure out if further iterations and improvements are needed.

3. Analyze the detailed history of a random sample of leads: you can only figure out if the changes you make are being implemented by analysing the history of your team’s interactions with leads and prospects.

4. Define a north-star metric of improvement: and evaluate the impact of changes based on how much that metric moves.

To summarise

• Don’t depend on ‘marketing budget’ or fire-fighting
• Build systems for sustainable sales growth
• Break down the sales process into critical parts
• Take specific steps to optimise each part
• Build a system
• Monitor and constantly iterate

If you have a 25+ member sales team and you are struggling with your current sales process and system, consider booking a consulting call with Telecrm (Sales CRM) to see exactly how you can optimise and improve your system.