• What is the nature of the opportunity, i.e., what does each decision maker define as what needs to be fixed, accomplished, or avoided?
• What is the driving inter- est in considering making a change now? In other words, why now?
This information takes time to assemble, and, as each piece of in- formation is uncovered and verified, the landscape of the opportunity changes. This dictates changes in the strategy and, ultimately, defines the next best actions a seller should take.
THE FOUR ESSENTIAL QUESTIONS TO GUIDE SALES OPPORTUNITIES Ideally, a seller should focus on four questions, which need to be answered/resolved in sequence: • What evidence is there that an opportunity exists?
• What evidence is there that we can compete?
• What evidence is there that we can win?
• What evidence is there that we can fulfill the collective value expecta- tions of the decision makers?
Asking these four questions and uncovering/validating the above data takes skill and practice. This is why training in sales strategy is essential and valuable.
MAXIMIZING ROI: USING CRM TO REINFORCE SALES STRATEGY TRAINING Consider for a moment how the in- formation above perfectly suits cus- tom fields in each CRM opportunity record. Yet so few companies make this connection. What happens as a result? Most of what is learned in strategy training lies fallow and is ultimately lost. Unless sellers have a mechanism to ensure that they master the process, the process will be lost. Using the CRM to reinforce the process is the most effective means of continuing post-training performance, generating adequate ROI and real change. The same principle applies to sales skills training. Whether the focus is on sales call execution, planning, demonstrations, or nego- tiations, little benefit will be gained from training unless the CRM is used effectively to record key information and determine the next best actions.
SELLING TIP Positive Energy Creates Success
Every great work and discovery first existed in some- one’s mind as a vivid positive image. Mental pictures can create physical manifestations. To create a climate for success to grow, think and speak well of your health and your work. Use positive self-talk on a daily basis. Don’t dwell on ailments and problems or they may become stumbling blocks. Do some type of exercise – anything that promotes cardio- vascular activity. A strong body and mind are insepara- ble. Regular exercise can add 10 years of healthy living to a person’s life. We become and achieve what we think about most.
We must set goals and get excited and enthusiastic about achieving them. Think about your goals every day. Successful individuals have clearly defined game
MAKING CRM VALUABLE FOR EFFECTIVE SELLING It is critical to remember that CRMs come with a potential curse. Because of the power of such platforms to generate great data and insights, every constituency and every depart- ment in a corporation wants sellers to supply data through CRM. What is of- ten overlooked is how the CRM best serves the interests of the sellers. The data they enter will be sporadic and random unless sellers find value in the CRM. If the seller sees a direct path to more effective selling by capturing essential data in the CRM records, the data will be cleaner and have a more significant impact. This raises an essential question: Why do more companies fail to rec- ognize this potential? Our research suggests it’s not deliberate neglect but rather a result of viewing sales training and technology as separate entities. Organizations can unlock significant untapped value and drive more impactful sales outcomes by shifting their perspective and seeing these elements as natural partners.
Tom Snyder is the founder and managing partner of Funnel Clarity.
plans which they review constantly. They know where they are going every day, every month, and every year. Things don’t “just happen” in their lives – successful people make them happen. To be successful, you must not let anything stand in your way. Remember: You never fail unless you quit. After you have built up your self-esteem through hard work, commitment, and self-sacrifice – and your en- thusiasm is bubbling over – keep it by associating with people who share your positive goals and work habits. Pattern your work after the leaders who are the best at what they do. We take on the attitudes and habits of people we associate with regularly, so be sure to associate with people who are going somewhere. Once you have achieved a level of success, reward yourself for your efforts. The success choices are yours. Make them every day and chart your own course straight ahead.
– ROBERT BOSHNACK
SELLING POWER MAY/JUNE 2025 | 35 © 2025 SELLING POWER
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