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Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com Paperback – July 8, 2011
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From the Author
About the Author
Aaron graduated from Stanford University, is an ex-Ironman triathlete and graduate of the Boulder Outdoor Survival School. He lives in Los Angeles with his wife and five children (also expecting two other kids coming the way via adoption), loves motorcycles, and he keeps his work to 25 hours a week.
His next book is underway with Jason Lemkin, The Predictable Revenue Guide To Tripling Your Sales.
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Top Customer Reviews
I would have liked it to have been more specific, but it still fully deserves a 5 star rating for being the course on "Bay Area Lead Gen Scaling 101." Having built and managed a 5+ member lead generation team from scratch exactly like the author, here are my thoughts on the book:
1) Don't let the so-called "reality" stop you. (Love this comment)
2) Subteams and miniCEOs, cool idea for teams within companies. (Great vision, his best)
3) Design CEOs and VPs of Sales out of the sales process. (Hmm, interesting. Agreed)
4) The future of sales is on new user acquisition and important titles like VP of Lead or Demand Gen. (Agreed)
5) Design self-managing teams. (Good)
The 4 things Ross nails especially well:
1) "Prospects should earn proposals." (This is the best line ever, I always say this)
2) Always get prospects to talk about their business, not selling the product. Ask "why" 3x or more. (Great!!)
3) In 6 months, follow-up on all past opportunities. (Important)
4) Ask yourself in order, "what can I:"
1) "Short and sweet" emails get over 9% open rate vs. sales-y at 0%.
2) Responsibilities of VP Sales includes: goal setting, involvement in big deals, culture, etc. (See full list)
3) Most inbound leads come from small businesses, not enterprises.Read more ›
The fundamental premise is that the conventional wisdom of growing sales by solely growing the number of salespeople no longer works without having a highly structured and highly specialized sales process consisting of the following:
1. Begin with inbound lead generation via referrals
2. Employ dedicated Market Response Reps whose sole job is to qualify and pass inbound leads to Account Executives they are aligned to. Market reps should adhere to the following process:
a. Pre-qualify / score leads to remove junk
b. Respond immediately to “Contact Me” or “Request a Trial” leads. Respond in 24 hours to most other leads.
3. Employ dedicated outbound Sales Development Reps whose sole job is to qualify dormant accounts or targeted accounts meeting you Ideal Customer Profile (see 3a). They should use the following process:
a. Define an Ideal Customer Profile
b. Assemble lists consisting of 6-month or longer dormant accounts and/or those fitting the Ideal Customer Profile
c. Each day before 9am and then after 5pm, send 50-100 short and sweet plain text emails to high level executives
d. Follow up each email with a call.
e. Repeat the email + call cycle 3 to 5 times over 21 days until you set up a scheduled discovery/qualification call. After 21 days, recycle the lead.
f. Once you reach the prospect, start with “Did I catch you at a bad time?”
g. During the discovery/qualification call, your goal is to ask great questions and listen.
h. Hot hand-off leads to one of the 2-5 Account Executives they are aligned to.
i.Read more ›
We want to have a process to take leads and qualify them for our business to move them down that sales funnel.
If that’s what you’re looking for then this is a decent book to read. I say decent because it regularly feels like a ‘sales’ book for Salesforce.com (which was where this sales process was developed though the author is no longer employed there).
My favourite points were around how to nurture and qualify leads. It’s important not to just ABC (always be selling) and to ruthlessly qualify the leads that come in. You don’t have 50 ‘best’ leads you have 5 maybe 10 that you should be working on the rest are a waste of your time.
I feel that this book is better for larger organizations that have a dedicated sales team. Smaller business like mine (which is just me) can benefit from the talk of process and cutting leads so you only focus on the ‘best’ ones, but are going to struggle with parts of it since a 1 person business by definition struggles with having many duties divided up on one person.
I'd recommend this book to small/mid-sized business owners who have grown naturally from referrals and word of mouth who are looking towards being able to further automate themselves out of the company and free up more of their time for bigger thinking. A naturally grown business tends to have a smaller sales engine- and in some cases barely one, but a heavy dependency on the owner/operator for the referral modality to function. This book outlines a proven practice to transform and automate that.
Most Recent Customer Reviews
Great book for the C-Suite in determining best organization if he workforce. Not as helpful if you are an individual contributor.Published 2 days ago by Nathan Simmons
Awesome book for those looking to implement a different sales modelPublished 29 days ago by Pablo M. Povarchik
I found this book to be very useful in starting my new role in sales. Aaron Ross provides great insight in the behind-the-scenes of a sales cycle. Read morePublished 1 month ago by Megan
A lot of step by step examples, I recomend this book for all business owners that want to know about prospectingPublished 1 month ago by Jose J. Villarreal Garza
Great read. Makes a salesperson feel understood, and provides a great framework for setting up a great sales organizationPublished 3 months ago by Amazon Customer