Targeted Territory Selling (TTS) is a facilitated training and planning program for sellers who are assigned to cover designated territories of accounts.
Regardless if these territories are established on the basis of geography, industry, product, named account, or other criteria, TTS enables sellers to efficiently segment their accounts by sales potential and level of relationship, prioritize coverage on the most lucrative accounts, and develop effective business development plans for the entire territory. TTS produces a higher level of sales productivity, more effective use of sellers’ time, and more efficient application of sales resources.
TTS is based on a repeatable process for territory segmentation and analysis, prioritization of account coverage, and development of an effective territory plan, and includes supporting analysis and planning tools.
The Territory Planning Process
TTS is designed for any seller who must cover an assigned territory of accounts effectively. Whether a seller manages only a modest portfolio of accounts or a multitude of potential customers, TTS provides the planning tools needed to enable that seller to be more productive.
What is included in the Targeted Territory Selling program?
Designed to provide a repeatable methodology for territory planning and coverage, TTS enables sellers to:
- Determine the number and types of opportunities necessary to achieve sales revenue objectives
- Identify ideal prospect qualification criteria
- Segment accounts in the territory according to objective qualification criteria
- Identify the most promising accounts for business development
- Develop a territory coverage strategy for all accounts in the territory
- Build a plan of action for maximizing the results in the territory
Multiple Delivery Modality Options
TTS can be learned through live instructor-led training (ILT) workshops via virtual instructor-led training (vILT) sessions, or online through on-demand eLearning and video-based content. We find that a blended learning approach that incorporates a mix of delivery modalities produces the best results.
For ILT and vILT delivery, each SPI instructor has been certified to rigorous standards, and they each bring at least 15 years of sales and management experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.
Workshop Topical Agenda
TTS is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led TTS training workshop is a one-day, highly interactive program. The standard program includes:
Introduction to Targeted Territory Selling
- Position how to identify potential opportunities through planning
- Discuss the steps of an effective territory planning process
- Review territory segmentation categories (alpha, beta and delta) and how to prioritize them
- Review pre-work and use of Territory Plan analysis tool
- Perform an introductory exercise focused on introducing themselves
Identify Accounts and Prospecting Requirements
- Determine the amount of opportunities needed to meet goals through pipeline analysis
- Discuss the role of sales process within territory planning
- Identify potential actions to take to fill a gap in goal attainment
- Determine/calculate prospecting requirements
- Create and load territory account list into the analysis tool (if not done as part of pre-work)
Determine Qualification Criteria
- Identify the characteristics of an “ideal” customer in the territory
- Discuss traditional vs. non-traditional criteria
- Determine qualification criteria for current relationships and business potential
- Determine (or validate from pre-work) qualification criteria
- Discuss external and internal sources of account information
- Discuss other sources of account information
- Get account information and record information sources
- Introduction to the territory segmentation model
- How to grade and rank accounts and make adjustments before prioritizing them
- Review ranked results for reasonableness
- Enter account information (grade criteria)
- Sort the graded accounts
Select Coverage Strategies and Develop Plans
- Introduce the three territory coverage strategies
- Discuss how alpha accounts require creation of new opportunities (hunting)
- How to apply business development strategies and tactics to alpha accounts
- Discuss how beta accounts require reacting to active opportunities (farming)
- How to qualify and address active opportunities
- Discuss how delta accounts require minimal investment (gleaning)
- The role of marketing in applying coverage strategies
- Build Alpha account coverage plan (high business potential)
- Build Beta account coverage plan (high relationship)
- Build Delta account coverage plan (field marketing)
- Discuss best practices for implementing the territory planning methodology
- Develop a Territory Planning Implementation Plan
TTS typically includes a pre-workshop assignment consisting of reviewing brief eLearning content on essential territory planning process and principles, and then gathering information about accounts in the participant’s territory. In the workshop, participants work on application exercises to apply program concepts while developing their own territory plan.
The TTS workshop is designed to support adult learning principles. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate.
Useful Sales Tools and Job Aids
The TTS workshop incorporates the integrated use of SPI-Sales Process Playbooks – an easy-to-use, automated tool that includes a variety of helpful job aids. As participants complete the program, they capture the results of planning exercises in the SPI-Sales Process Playbooks application. After the workshop, sellers can use the application on an ongoing basis for effective execution of their territory plan, and for developing future iterations of territory plans.
The job aids provided in the TTS program toolkit include:
- Pipeline Analysis Worksheet – a tool for analyzing potential productivity gaps in a sales pipeline and determining the amount of business development required
- Account Qualification Criteria – captures the unique characteristics that make a given account highly qualified in a territory, based on indicators of business potential and current relationship
- Territory Segmentation Model – facilitates the scoring of accounts in a territory against the account qualification criteria, and sorts accounts into coverage planning categories
- Territory Coverage Plan – captures pertinent actions and priorities for covering accounts, with an emphasis on those with high business development potential
- 30/60/90-Day Implementation Plan – a planning tool for getting started with territory planning principles successfully
Targeted Territory Selling provides sellers with a repeatable and practical process for maximizing sales results for a designated territory of accounts. The outcome of this methodology are higher levels of sales from both new and existing customers, and more efficient use of sales and marketing resources, thereby lowering cost of sales and improving profitability.