The effective Head of Sales: managing the funnel, processes and the team

Programme

Block 1. The Head of Sales' role in the sales system

Goal: form a managerial mindset

Content:

• A Head of Sales is not the best salesperson
• 3 areas of the Head of Sales' responsibility:
• result (figures)
• process
• people
• Typical mistakes of sales managers

Practice:

• Self-diagnosis: «Where am I now as a manager?»
• Mini-case: «A Head of Sales in chaos»

Block 2. The sales funnel as a management tool

Goal: learn to work with the funnel as a system

Content:

• The classic B2B/ B2C funnel structure
• Control metrics at each stage:
• leads
• calls reached
• meetings
• commercial proposals
• deals
• repeat sales
• The sales formula
• Plan-fact analysis

Practice:

• Building your own company's funnel
• Calculating conversion rates
• Identifying «bottlenecks»

Block 3. Where we are losing money: diagnosing drop-offs

Goal: learn to identify the causes of falling sales

Content:

• Types of drop-offs:
• marketing
• sales
• product
• processes
• people
• A problem diagnosis matrix
• 5 levels of causes of drop-offs

Practice:

• Working with cases
• Analysing participants' real situations
• A map of sales department problems

Block 4. Operational management of the sales department

Goal: systematise day-to-day management

Content:

• The Head of Sales' management cycle:
• planning
• setting tasks
• control
• analysis
• adjustment
• Manager KPIs
• CRM as a management tool
• Regulations and standards
• Meetings: daily, weekly, monthly

Practice:

• Building the ideal meeting
• A Head of Sales' checklist for the week

Block 5. Team management and team building

Goal: increase the team's engagement and performance

Content:

• Stages of team development
• Types of employees in sales
• Motivation: money vs non-material
• How to create accountability
• Conflicts in the sales department

Practice:

• Diagnosing the team
• The exercise «Team as a system»
• Analysing difficult employees

Block 6. Delegation and control without micromanagement

Goal: free up the Head of Sales' time and increase the team's independence

Content:

• Why heads of sales don't delegate
• What can and cannot be delegated
• 7 levels of delegation
• Setting SMART tasks
• Control without pressure

Practice:

• A map of the Head of Sales' tasks
• Practising delegation on cases
• A feedback model

Block 7. Summary and implementation plan

Content:

• Key conclusions
• An individual improvement plan for 30 days
• 3 steps the participant will implement tomorrow

Practice:

• A personal action plan