CEO’s Worst Nightmare
Raise Sales or We’re Dead in 6 Months
Triage Sales Tactics That Builds
C-R-P to Save Businesses
Cash is king as they say, which makes sales revenue the Achilles heel for business leadership. Without adequate sales, the cash flow will not keep the business alive. What would you do as a business leader if your head of finance says “we’re dead in 6 months unless we get sales up 40% so margins cover mounting debt?”
If you are a business leader in this predicament, you should not want to see the company fail. Nor should you prefer to see “the powers that be” fire you and put another leader in place to attempt a turnaround. Maybe you are the owner who has grinded out years of blood, sweat and tears to the company and the heat is on you and your people to save everyone from unemployment because cash flow spiraled and/or expenses skyrocketed.
To survive and reverse a severe business trauma to cash flow (reduction of 40% or greater), a precise triage of events is necessary for the business leader to urgently pursue. Otherwise, the chances of survival are estimated at less than 30% (based on research conducted by C-Level Global). When every day counts for your survival, what do you do besides cut expenses? Cutting business developers is tough because they are the ones who are supposed to help save the company. Yet it is this very business development group that helped cause these dire straits. Something has got to be done by the leader who allowed the situation to occur. Now is behavior change time or die for leadership and the people who get to remain!
When a CFO says 6 months to live, it is too late to turn back time and begin to properly build and implement the Renaissance Methodology for substantial sales growth. It would take about 18 to 24 months to implement Renaissance Methodology. However, there is time to implement Renaissance’s C-R-P Triage (C-R-P meaning Consistent-Repeatable-Processes). The C-R-P Triage immediately identifies and starts getting the “Champions” in your company to set more sales opportunities, attend more sales opportunities, follow-up in a timely manner and track results using win/loss analyses. In fact, the entire company is prompted to innovate and re-engineer the go-to-market approach. The triage is all about creating a more robust and effective “Sales Engine.”
The philosophy used in the triage is simple; spend maximum time from your exclusive best sales people with the best buyers. When your back is against the wall and it is “get sales results or die,” then the only thing that matters is “how many qualified buyers your people meet each critical day that goes by while cash-flow is threatening to close the company.” Stop listening to all the rhetoric people are saying about how to increase sales effectiveness to save the business and focus on what the people who get buyers to listen are saying about saving the company. These are your Champions and they will be instrumental in the turnaround. Getting the best people vested and involved in innovating marketing and sales processes to buyers has helped deliver over $4 billion in results.
2 Case Studies: Renaissance’s C-R-P Triage proves time after time to save business leaders from peril. Most recently, Renaissance Methodology took an operational consulting firm based in New York City that was less than 6 months from going under and turned around sales to save the company. The company had lost money for 20 straight months and was in severe cash flow jeopardy. The President chose a trained expert in Renaissance Methodology and C-R-P Triage to hit the ground running and help re-engineer the sales model. In 2 weeks the quantity of multi-million dollar sales prospects were lining up weekly to meet. It was hard work but in just 4 months this company captured enough new revenue to sustain operations and in under a year, a million-dollar annual profit run-rate was securely in place. The President of this company said the following; “it was flat out amazing how we got with more buyers, we couldn’t have turned around the company without the C-R-P Triage!”
Prior to the turnaround with the NYC company, Renaissance Methodology was successful when used by a software company in Silicon Valley. The company’s accounting solution was not selling enough to stay in business. After 4 years of developing the proprietary software the $3 million invested to start-up operations had run dry. The main investor was wary of investing any more money until sales could be proven, and the Founder risked loosing rights to the intellectual property unless $1 million in sales were not captured in 6 months. All the marketing and sales efforts were failing until the Founder implemented the C-R-P Triage. Fortune 500 companies began meeting on a weekly basis. The company reached a break-even run-rate 5 months into implementation. The CFO reported profits to the Founder for the first time by the end of the 6th month. The Founder gave this quote about C-R-P Triage directly after learning the company was back in the black; “why the hell did we wait this long to build our system so it forces our people to get in front of buyers!”
Measuring and Policing may sound like ugly words but Too @*#! Bad because Results are What Matter!
Renaissance Methodology helps turn companies into lean-mean selling machines by building measurable and scalable people and processes for 5 mission critical sales tasks. This is what the real blocking and tackling of marketing and sales is supposed to be about, but these 5 tasks mostly get lost in the business development people’s workday instead of driven to new heights. The Renaissance C-R-P Triage uses these same 5 mission critical sales tasks as its Sales Engine’s components;
- Finding/Researching Qualified Leads Daily
- Setting Qualified Leads Daily with Buyers
- Attending Sales Meetings with Best Practices
- Following-Up in a timely manner with Buyers
- Closing More Business Deals to Exceed Quota
The success of Renaissance Methodology relies on its scientific and psychological success factors that enable people to make desired behavioral changes and work closer together to sell more. The key in Renaissance is the focus on building C-R-P for measuring and putting high visibility and emphasis on spending time with buyers. At the end of the day, “the only thing that truly matters in business is the time we spend convincing buyers to choose us.” So, when time is limited to turnaround sales, the following sequence of events can change leadership’s nightmares into sweet dreams.
C-R-P Triage Step-By-Step:
The first step to successful triage may be the most critical because without it, the aggressive momentum necessary to make behavioral changes and system changes will not be captured. Barring one big win that comes through, nothing significant will happen to save the business unless you make up your mind to implement Renaissance Methodology to immediately start getting your people and channels to be accountable and begin producing more qualified leads daily.
The second step requires Restructuring the go-to-market approach. This entails changing the daily people and processes to focus on activities that get measurable and tangible qualified leads set up daily, or at least weekly. Break Even projections must be calculated along with sales goals for putting the business in a profitable cash flow position. In addition to the plan to sell more effectively to your target audience, special provisions for “big game hunting” needs to be prepared to help accelerate meeting sales goals.
The third step calls for the newly restructured plan to be created with select key people from the business development team. Some people may be let go (only A and B Players can stay. Using A Players to re-engineer the plan creates buy-in to the plan’s development and stronger commitment to implementation. Additionally these people can help make the re-engineered plan great based on their deep understanding of these situations. These select people should be considered the “Champions” for relaying the plan to others and getting buy-in. Champions will make or break the implementation and innovation of the plans success.
The fourth step applies Integrated Shared Services to Reduce Cost and Focus on Selling. Since it may be necessary to reduce the labor size to survive, the business developers need to be scrutinized before cutting or reorganizing the people and processes. Construct a shared services plan and use shared services team members to help keep sales people with buyers. Use the Contact Record Management system in your company to help track and report each person’s daily results with buyers. Some people need to find and set up buyers so the best sales people can do what they do best, successfully sell.
The fifth step involves Accelerating People’s 5 Daily Mission Critical Tasks; Find Buyers, Set Leads, Attend Meetings, Following-Up and Close More Business. After the re-engineered emergency plan is created with the help of Champions and the people and processes have metrics set to measure everyone involved, then the implementation is in full swing. Leadership needs to be open-minded to change and encourage innovation. The objective is to have the business development team working together focused only on the tasks that get buyers and sellers together. Policing the system is important as people and behavioral change requires pushing and rewarding.
The sixth step is for Negating Barriers with Measurements, Reports and Policy to promote A Players and Cut C Players. The C-R-P Triage uses high visibility on daily results of all the people involved with the 5 critical tasks. Clear measurements and team-focused processes prevent barriers from occurring and overcome barriers when they do arise. Also Renaissance’s business model structure requires “vesting the people with results” which inadvertently reduces barriers. Also with the A Player mentality created by the triage, the problem people in the system are flushed out. Removing people barriers around productivity opens up the floodgates to lead setting.
The seventh step builds Binding Communication from Top to Frontline with a Vertical Two-Way Communication System. Communication consistently ranks in the top 3 causes in business failures. Most leaders lack real time feedback from buyers and customers whose invaluable feedback on the customer experience is the key to success. The triage sets up a Champion at each level and group in the company right through to prospects and customers too. Then these Champions meet regularly to cross communicate and focus on implementing the 5 mission critical steps for the turnaround. Once communication begins flowing from top to bottom sales rise.
The eighth step is for Evolving Effective Selling by Boosting Morale with Visibility, Incentives, KPIs and Dash Boards to Measure Performance. Connect reporting, tracking and sales funnel management to the Contact Record Management system. The call to action is for the people to collaborate and strive to open more doors to qualified buyers and as long as the triage evolves with a continuous improvement spirit—then complacency can be thwarted. Evolve the company to a philosophy of, “if the time and money being exerted does not increase the company’s exposure to buyers and help meet the weekly quota for set and attended meetings with buyers, then look at alternatives ASAP”. Evolution comes from scaling up the attended meetings with buyers weekly and the closing success rate too.
Question: What do you want your Sales Engine to do daily and what should the results look like?
Conclusion on turning around Cash Flow Crises:
C-R-P Triage will call for “bloody leadership to re-engineer and implement the plan,” as it’s likely not everyone in the company will remain going forward. Other people will be lost along the way. New people will replace them as capacity needs and cash flow allow. The company’s survival takes priority over individuals. In crises, remember that a leader is not someone who takes action or sole charge of an issue or situation: great leaders bring a group of colleagues together to solve the problem or react to the situation. By doing this not only is the leader better off, but also the entirety of the workforce. C-R-P Triage helps leaders avoid poor decisions causing wasted time, resources and money. Renaissance’s triage methodology has been studied and tested in numerous industries around the globe. Its success comes from reverse engineering people and processes so that all the energy is spent on getting buyers to meet and buy. C-Level Global’s research finds that between 65 and 75 percent of business development people’s time is not spent on buyers. Wow, that is shocking and disappointing statistic since that is where the money is. By solving this capacity and productivity issue, miraculous turnarounds can be achieved.
Question: Why does the C-R-P Triage work when all else failed leadership?
Answer: Because finally leadership puts its foot down and measures what matters (5 mission critical tasks) while highlighting individual results and rewarding A Players while cutting C Players fast.
Think of C-R-P Triage like a 2-minute hurry-up offense. When the heat is on and the game is on the line, winning leaders focus only on the plays that can get in scoring range. Coaches order that just the A Players are given the remaining opportunities to get the ball and score. All the players focus to get the A Players the ball so they can help win. Getting a quantity of quality shots to win the game becomes the narrowed focus of the hungry Champions on the field.
The same type of hurry-up offense applies when the CFO says; “we’re dead in 6 months if sales don’t go up!” Learn more about the process that entrepreneur and CEO, David Rose created. David is famous for coining this phrase to hundreds of CEOs around the world; “you have heard that CPR saves lives but what you need to learn is that C-R-P for setting and attending qualified sales meetings saves businesses!” If you are a leader who is in a proactive growth mode and not lacking cash flow then fantastic, but do not become complacent. Consider what it would take and how long to double revenues and profits. Look deeper into building the high producing Sales Engine that Renaissance Methodology manifests. Challenge yourself as a leader today and get rid of the dead weight in your organization. Check out this link to read more about implementing Renaissance.