AllShelter are an Australian-owned manufacturer of mobile shelters designed for the mining, industrial, construction, and agricultural industries. Operating for over 30 years, they distribute products throughout Australia, Asia, Africa, Europe, and North America.
Background
AllShelter had noticed changes to the volume and value of opportunities in their sales pipeline. The number of large and more complex sales opportunities had grown to represent more than 50% of the overall value of the pipeline. This segment required a longer sales cycle compared to other customer groups and had a lower win rate. As a result, monthly sales results decreased, and overall business performance was impacted. Although the pipeline was full of large opportunities, year-to-date sales results were significantly below budget. Monthly forecasts appeared strong, but conversion slowed without clear indication of blockages.
The Opportunity
Strategic Specialists Group were engaged to undertake a review of the sales function of the business.
The Solution
Strategic Specialists Group placed an experienced Chief Sales Officer (CSO) in the business to analyse the structure, resources, processes, systems, and sales pipeline. Analysis of the pipeline included review and diagnosis of opportunity value, volume, quality, and conversion probability.
The Process
The CSO was engaged on a part-time basis to work within the business alongside the sales team. To conduct the review and analysis, the CSO introduced a weekly sales meeting to review win/loss ratios and sales forecasts against budget. Through this process, the CSO introduced the Sales Opportunity Analyser Planner system, used to refine reviews and align the sales process with business strategy. A three-phase approach was undertaken:
Phase 1: Establishment
A review of the business’ sales and marketing capabilities identified five key priorities:
- Set up a regular weekly review of large sales opportunities with each of the three sales staff
- Introduce a ‘sales winning’ methodology and sales concepts to the team
- Tailor the Sales Opportunity Analyser Planner system to suit the AllShelter sales process
Phase 2: Gaining traction
- Facilitated sales pipeline review sessions with the Sales Manager and sales team
- Designed a sales strategy and action plan as output from the Sales Opportunity Analyser Planner system
Phase 3: Adoption
- Tailored the Sales Opportunity Analyser Planner system to AllShelter’s specific sales process and success factors
- Developed sales team capabilities to utilise the system effectively
- Trained, developed, and mentored the Sales Manager to run the process efficiently, freeing time for sales strategy and action plan development
The Outcome
- Increased monthly sales forecasting accuracy by 50%
- Adopted a ‘sales winning’ methodology and implemented the Sales Opportunity Analyser Planner system tailored to AllShelter’s products, markets, and objectives
- Built knowledge about variances in opportunities and their impact on team capability, sales process, resources, and effort
- Used the Sales Opportunity Analyser Planner to gain a 360-degree view of the competitive landscape and align data, resources, marketing, and tactics to nurture leads through conversion
- Developed over 50 tailored sales strategies and action plans
- Increased sales conversion rates through data-driven tactics
- Identified and recovered opportunities previously at risk of loss by using the system to enable targeted conversion tactics
- Achieved increased win rates on large opportunities within six months of CSO engagement