Managing Sales Activities: From Quotes to Conversions
- Chad Lingafelt
- 5 days ago
- 2 min read
In the dynamic security industry, effective sales management is paramount for sustainable growth. In a recent episode of the "Unlocked" podcast, hosts Tony, Chad, and Lars delved into various aspects of managing sales activities, from structuring teams to refining quoting processes. They shared insights applicable to businesses of all sizes, from small, owner-operated shops to larger enterprises.
Evolving Sales Roles and Team Structure As a security business scales, the sales function naturally evolves. Initially, the owner often doubles as the primary salesperson, sometimes even performing installations themselves. However, as the company grows, this model becomes unsustainable. The hosts discussed the progression towards dedicated sales roles, often filled by individuals with strong customer service skills or those transitioning from field roles due to physical demands.
A key takeaway was the benefit of sales specialization. Instead of having generalists handle all types of inquiries, businesses can designate specialists for different segments, such as electronics or doors and frames. This approach ensures that customers are speaking with an expert who can quickly and accurately address their specific needs.
The Power of Relationship-Focused Sales The discussion highlighted the immense value of building personal relationships with customers. While technicians may be focused on their craft, a dedicated salesperson (or account manager) can cultivate strong, long-term connections. This relationship-focused approach creates "stickiness," making customers less likely to switch providers, even if they're passed to an internal technical expert for specific solutions. The hosts contrasted this with the impersonal experience of being "channeled through a call center".
Streamlining the Quoting Process One of the most eye-opening revelations from the podcast was the impact of quote efficiency on win rates. Many businesses, especially smaller ones, prioritize 100% accuracy in quotes, believing it saves time later. However, this can lead to delays that significantly reduce the likelihood of winning the job. Lars shared a startling statistic: nearly half of the quotes his company sent out were never even opened. By implementing a simple follow-up process, they saw a dramatic increase in sales, as customers simply needed a reminder.
The hosts advocated for a balance between accuracy and speed. While technical details are important for the installer, the end-user customer often "doesn't care the diameter of the cylinder or the tailpiece required". Over-complicating quotes with excessive technical jargon can deter potential clients. Instead, focus on answering the customer's core problem: "You want the door. You want to go beep in the door opens. Okay. Yeah I can do that".
Leveraging Data and Continuous Improvement To manage sales activities effectively, businesses need to track key metrics beyond just total revenue. The hosts discussed focusing on:
Gross Margin: Ensuring quotes are profitable, even if some jobs have lower margins to secure the business.
Acceptance Rate (Win Rate): Actively working to improve the percentage of quotes that convert into sales.
Quote Response Time: Recognizing the direct correlation between faster quote delivery and higher acceptance rates.
Regular sales meetings with a structured agenda can keep the team aligned and focused on these metrics. These meetings serve as a consistent reset, prompting sales personnel to review their pipeline and address any potential roadblocks. By embracing these strategies, security businesses can optimize their sales operations, drive higher conversion rates, and achieve sustainable growth.
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