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Sales Process as a Risk Management Tool - Clarity Advantage

2004 Clarity Advantage Corporation All rights reserved 1 Sales Process as a Risk Management Tool By Nicholas T Miller _____ ur customers revenues drive their

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	© 2004 Clarity Advantage Corporation. All rights reserved. 
           
              
By Nicholas T. Miller
______________________________________________________________________________ 
ur customers' revenues drive their ability to
 repay loans. Banks' revenues drive their 
stock prices. How much risk surrounds 
your borrowers' abilities reach their sales 
goals this year? How certain are you that 
© 2004 Clarity Advantage Corporation. All rights reserved. 
           
              
While many bank and customer sales managers 
still resist the idea of a formally defined 
sales process, saying, "You don't manage sa
les like manufacturing," and "We hire good 
people, and we expect them to go out there 
and sell," sales managers who can't answer 
the question, "What activities 
 your sales?" are generating 
results essentially at random, unable to identi
Management of the Sales Process Reduces Risk  
ented its sales process, sales managers 
must monitor opportunity flows, cycle times,
opportunities to make improvements and to catc
h adverse changes early. They must then 
use this information to direct 
and coach sales team members.  
© 2004 Clarity Advantage Corporation. All rights reserved. 
           
              
Balanced Scorecard
: "(The Balanced 
iness unit's mission and strategy into tangible objectives 
and measures (that) represent a balance be
tween external measures … and internal 
measures of critical business processes…. 
The measures are balanced between outcome 
measures…and the measures that drive fu
ture performance. 
balanced between objective, easily quantif
ied outcome measures and subjective, 
somewhat judgmental, performance drivers of the outcome measures."  
The Idea is to Reduce Risk  
Every sales organization must address the 
unsystematic risks inherent in its sales 
activities. To begin, they must define a sale
s process that focuses sales teams on the right 
customers and prospects at the right time 
performing the right ac
tivities in the right 
frequencies in the right volume to generate
 revenue. A formally defined and documented 
sales process enables sales teams to systema
Nick Miller is President of Clarity Adv
consultancy that assists clients to generate more profitable sales, faster.