In our latest episode of Mastering Modern Selling, Brandon, Carson, and Tom welcome the brilliant Liz Heiman. With deep roots in sales, thanks to her father’s seminal book Strategic Selling, Liz brings invaluable insights on how to transform sales operations.

Here’s a breakdown of her expert advice on building robust sales systems that drive sustainable growth.

• Sales Strategy Over Process:

Liz emphasizes that most companies mistakenly start with sales processes without a clear strategy.

For an effective sales operating system, it’s crucial to first define your business strategy. Understand your goals, target audience, and market positioning.

Without a well-defined strategy, any process you put in place is just guesswork.

• Lead Generation & Pipeline Clarity:

A successful sales system combines marketing and sales efforts to generate quality leads.

Liz highlights that organizations need to understand where their leads are coming from (inbound, cold calls, trade shows, etc.) and have a clear plan for lead generation.

It’s not just about setting revenue targets but knowing how many leads, proposals, and conversations are required to hit those numbers.

• Sales Management as a Support Function:

Effective sales management isn't about controlling salespeople but rather supporting them.

Liz points out that management often falls into the trap of funnel reviews that lack substance.

Instead, managers should focus on providing clear meeting agendas, timelines, and coaching sessions tailored to individual needs. This creates a supportive environment that helps salespeople thrive.

• Sales Compensation and Alignment:

Misalignment between sales strategies and compensation structures can lead to salespeople prioritizing short-term wins over long-term goals.

Liz stresses the importance of incentivizing behaviors that align with company objectives.

If your salespeople are not following the strategy, it's often due to a lack of clear expectations and reinforcement.

• Leveraging Technology Wisely:

While technology can enhance efficiency, Liz warns against overwhelming sales teams with multiple tools that create chaos.

The goal is to streamline processes, making it easier for salespeople to focus on selling rather than managing tools.

Implement technology that truly supports the sales journey and integrates seamlessly into daily workflows.

Liz Heiman’s insights are a masterclass in designing sales systems that are strategic, scalable, and supportive. By focusing on strategy first, aligning compensation, and using technology judiciously, companies can build a sales ecosystem that drives consistent growth.

Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

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