2011 Sales Performance Study
CSO Insight's recent Sales Optimization Report reveals the following data about creating a new customer versus continuing to sell to an existing one:

5 Calls or Less to Close:
- Existing customers = 80%
- New customers = 36%

1-3 Months Average Sell Cycle Length
- Existing customers = 71%
- New customers = 31%

4-9 Months Average Sell Cycle Length
- Existing customers = 21%
- New customers =48%

10+ Months Average Sell Cycle Length
- Existing customers = 3%
- New customers = 19%

The Art and Science of Great Salesmanship
We see a lot of salespeople who are seasoned and experienced in sales and account management. Likewise we see a new generation of reps who, by all appearances, have the competencies to sell and produce numbers.

So what's the problem?

None, really. Nevertheless it's still an 80-20 world where the top 20% stand out like beacons in a dark night. While selling competencies are increasing across sales organizations, the differences between the "cream of crop" and the masses are still stark and a mystery to many.

It shouldn't be. Top producers are still smarter, work harder, more knowledgeable, more systematic, and practice their trade with an artist's touch and natural style aligned with their true self and personality.

No surprises. No magic. Simply a comfortable balance of salesmanship that we've always seen as the intersection of art and science. Some things never change or go out of style.

Rule #39 - Use a Customer Decision Plan
(Excerpts from 42 Rules to Increase Sales Effectiveness, by MXL founder, Michael Griego.)

There were five vendors competing for the business of a billion dollar organization. The solutions were similar but one vendor stuck out like a sore thumb and won the business. The sales rep was able to differentiate herself from the others in a subtle yet powerfully effective way - she developed and used a Customer Decision Plan.

...The Customer Decision Plan is a statement of the sequence of events or activities throughout the sales cycle, as articulated by the customer and discussed with the rep. These are work items or tasks that need to get done, meetings that need to happen, introductions to be made, milestones and dates that are known or need to be established, and finally decision-making dates and the implementation time-table.

...These plans can be informally stated in an email, a document or a spreadsheet. It is to be sent to your key contact and hopefully Champion/Executive for input and approval. This now becomes a mutually important working document throughout the sales cycle. The sales rep selling to that billion-dollar organization used this method in articulating back to the key contact all that had been discussed relative to the decision-making and budgeting processes. From the very first meeting, this rep stood out amongst her competitive peers in her professionalism, thoroughness, and listening skills. The key customer contact said that she held him accountable for each milestone and in essence helped him "keep the project on track and do his job well." With a Decision Plan as a consistent guide, she effectively closed a significant contract with this significant customer.

Are you utilizing a Customer Decision Plan?

Optimizing Excellence
"Good, better, best. Never let it rest. Until your good is better and your better is best." - Tim Duncan, San Antonio Spurs