Our Approach to Sales Performance Optimization

Our Approach to Sales Performance Optimization

The Five Core Components:

Target Goals

When it comes to company goals, most organizations typically set top-line forecasts based on an annual growth percentage. The issue begins when the sales people are asked to come up with their own projections. In most cases, sales people will arbitrarily build a balance between extremely conservative new account revenue and overly optimistic existing account growth. The challenge with this approach is that it lacks alignment and is solely based on hopeful inference. At Venator, we take a highly collaborative approach with both management and their sales team. We utilize processes and tools to analyze past successes in order to determine what can be repeatable and leveraged, versus reactive orders that lack predictability. The ultimate objective is to create mutually agreed upon revenue goals, paired with a sales plan for proactively reaching those targets.

Deliverables & Tools:

  • Company Sales Quota Development
  • Individual Sales Territory Plans
  • Compensation Models
  • Large Account Targeting
  • Key Growth Account Segmentation

Segment & Goals

Sales Training

The greatest challenge with sales training is the gap between comprehension and execution. It’s one thing to learn a concept, but will they own it and apply it in the field? Most sales training programs lack the coaching components that are necessary to break deeply engrained bad habits. At Venator, we realize that sales people will always default to their comfort zone when faced with resistance. Our sales training programs are built on a framework for helping sales people think critically, work collaboratively and embrace coaching. Our training is based on creating alignment between the sales person, sales management and the prospect. We believe in interrogating reality, rather than a process based on hope and fear. This is why we call it the Venator Sales “Coaching” Process.

Deliverables & Tools:

  • Sales Messaging
  • Prospecting "Pitch Tracks"
  • Sales Process Qualification Questions
  • Stakeholder Navigation Map
  • Pre-call Planner
  • Custom Guided Questions

Managing Roadblocks

Sales Management

Most sales managers will manage their team, the same way they would like to be managed; hands off and with minimal oversight. The greatest challenge is that sales management’s top skills are sales oriented; closing deals and building relationships. Very few, if any, possess the tools and strategy for creating scale and replication. At best, they ride-along with sales people closing the top deals for them. At worst, they’re in the office all day and have no visibility into where their sales people are spending their time. These issues are compounded by the common practice of promoting star sales people to management positions, without giving them the education and processes to successfully make this transition. At Venator, we take a hands-on approach to modeling and demonstrating proper methods for successful sales management. We deliver a management culture that results in three core components for the sales organization: accountability, compliance and critical thinking.

Deliverables & Tools:

  • Pipeline Review Process
  • Pipeline Stage Coaching Tips
  • Structured Deal Debriefs
  • Weekly & Monthly Planners
  • Sales Performance Scorecards
  • Key Account Expansion Plans

Sales Performance Scorecard

CRM Adoption

Most sales people utilize the company CRM as a “glorified rolodex” for opportunity tracking, entering the minimum amount of information to keep management off their back. Industry statistics state that close to 50% of sales people are using informal methods like Excel sheets and email programs to store customer data and ignoring the company's CRM. The greatest challenge with CRM adoption is that it’s viewed as a technology for reporting, as opposed to a critical tool for finding and closing business. At Venator, we recognize that sales management’s intentions are the key to successful CRM adoption. Our philosophy is that you can’t coach what you can’t see, and you can’t manage what you don’t review. This is why our team gets fully immersed and becomes part of the redeployment process by working with management to retrain, retool, and ultimately repurpose the CRM.

Deliverables & Tools:

  • Unified Company Pipeline Stages
  • Pipeline Validation Rules & Coaching Tips
  • Venator Sales Process & Planning Tools
  • Custom Reports and Dashboards

Video Testimonials


The typical sales candidate presents very well during the interview process and starts with an initial burst of energy. Unfortunately, as time passes, their lack of results makes you second guess your decision in hiring them. You discover they were much better at selling themselves than they are at selling your company's products and services. The mistake companies make is they blame the sales person for misleading them on the interview, rather than looking at the broken recruiting process. They are destined to repeat this cycle over and over again. At Venator, we break this cycle with a step-by-step process to interrogate reality from resume to offer letter.

Deliverables & Tools:

  • Job Profiles & Target Models
  • Interview Process
  • Interview Question Sets (for hiring Sales & Sales Managers)
  • Sales Assessment Tools
  • Role Play Scenarios
  • Onboarding Plans

CMG Plastics Video Testimonial


We are often called upon by executive leadership regarding their concerns about inconsistent sales performance and the need to regain control over their organization’s growth. Companies are driven to work with us with a vision to infuse a scalable sales culture built on discipline and accountability. Unfortunately, relying on the sales force to be self-driven beyond just sending proposals and maintaining their existing accounts is no longer an option.

At Venator, our approach to optimizing sales performance is built on five core components: Target Goals, Sales Training, Sales Management, CRM Adoption, and Recruiting.