on sales diagnostic process


1. What Is it?

2. Why am I being asked to complete this?

3. How long will it take?

4. How will it help me?


5. When does it have to be completed?

6. Can I complete it in stages?

7. Is my information confidential? who will see my answers?

8. Is this diagnostic assessing me?

9. What if i don’t know, or are uncertain of an answer?

10. Should the diagnostic be completed by new hires?


11. What is the purpose of the diagnostic?

12. Is this for me, or for my manager?

13. What are the benefits?


14. What is the diagnostic?

15. What is the science behind it?

16. How are the questions chosen?

17. What areas are addressed by the diagnostic?

18. How does it accelerate the process of planning and priority setting?

19. Our business/industry is different, will this apply?


20. What happens after it is completed?

21 . How is it used to identify sales process opportunities?

22. How will the priorities identified be addressed?

23. Is this just another report?


1. What Is it?

The Sales Engine Diagnostic is an online survey holds a mirror up to your organisation’s sales and marketing. It gathers the information necessary to present a detailed profile of how your organisation’s sells (through its own eyes), focusing in particular on the greatest opportunities for improvement.

2. Why am I being asked to complete this?

You are being asked to complete this online diagnostic in order to get your views (as well as those of the rest of the team) of sales and marketing in your company and to arrive at a consensus as to the key priorities for next quarter and thereafter.

3. How long will it take?

The online sales diagnostic will take approx. 25 minutes to complete.

4. How will it help me?

The diagnostic and the resulting report will help you in the following ways:

– Highlight important opportunities / priorities with the potential to impact on your sales success and suggest how they can be tackled.

– Ensure that your priorities are reflected in the agenda for the next

– Draw your attention to minor problems that could become major ones if overlooked.

– Enable you to benchmark against the key success factors of 1000s of other sellers, as well as the demands of buyers in some of the world’s largest organisations

– Put key sales gaps, or barriers in respect of process, skills, systems, etc.) that you may be facing on the agenda

– Facilitate a more systematic and structured approach to sales, including a more consistent and repeatable sales process


5. When does it have to be completed?

Typically you will have two weeks from receipt of your email to complete the survey. After that time the link you received is likely to be deactivated.

6. Can I complete it in stages?

You can complete it in one go from start to finish, or complete it in stages. If you click the ‘SAVE and return later’ link at the bottom of any of the pages you will receive an email reminder to complete the survey from where every you left off.

7. Is my information confidential? who will see my answers?

Your responses are confidential. They will be merged to create an aggregate view. Only high level details will be visible to the manager.

8. Is this diagnostic assessing me?

No. The diagnostic focuses on sales opportunities and priorities in respect of sales and marketing in your company. It is not about rating, or evaluating you. It is about you identifying what you feel are the priorities and the barriers for
the coming quarter(s). That includes any gaps that may existing in terms not just of sales skills, but also sales process, sales systems and so on.

9. What if i don’t know, or are uncertain of an answer?

Don’t worry just answer the questions as best you see fit. it is your views that matter. For most questions you can tick the ‘neutral’ box where you are unsure of the answer.

10. Should the diagnostic be completed by new hires?

New hires can bring a fresh perspective which is well worth capturing. However, managers typically find unless new hires have been with the company for at least 4 weeks they will struggle to answer many of the more detailed questions in the diagnostic (unless they have had previous experience with the company working as a contractor, or perhaps employed by a customer/supplier).


11. What is the purpose of the diagnostic?

The diagnostic is aimed at identifying (in as efficient way as possible) what you feel are the priorities and indeed the gaps with regard to sales and marketing in your organisation. This information will then be used to arrive at a consensus across your team and set the agenda for the coming months.

12. Is this for me, or for my manager?

Both. The diagnostic will have benefits for you, as well as for your manager. It is aimed at identifying the sales priorities (opportunities and gaps) that apply to the sales team, as well as those specific to each sales person.

13. What are the benefits?

This tool is designed to tell you exactly where to focus or plan for maximum performance. In order to do this it is designed:

1. To gain a clear consensus regarding key opportunities and priorities, as well as an impetus for change.

2. To present a detailed profile of any gaps that may exist today in terms of systems, skills and strategy.

3. To assist in implementing a more consistent, effective and repeatable sales process.

4. To benchmark against competitors and peers.

5. To provide a framework for coaching and provide personalized pathway (e learning) to the tools and insights salespeople need based on the skills gaps / the challenges they face


14. What is the diagnostic?

The Sales Engine Diagnostic™ holds a mirror up to your organisation’s sales and marketing. It provides a detailed profile of how your organisation’s sells (through its own eyes), focusing in particular on the greatest opportunities
for improvement. But it does this without lots of meetings, planning sessions and one to one discussions. It helps teams to speedily arrive at a consensus regarding priorities using an online diagnostic.

15. What is the science behind it?

The diagnostic adopts a scientific approach developed based on research with:

1. Buyers in many of the world’s biggest organizations

2. Salespeople in hundreds of organizations selling complex/high-value B2B solutions.

3. Best practice in some of the word’s largest B2B sales organizations

16. How are the questions chosen?

Almost 100 variables directly correlated with success in respect of the complex B2B sale are examined in the diagnostic. The variables measured have been carefully selected for the following reasons:

1. Enables sales teams to scientifically benchmark their organization in terms of key sales issues and to generate a consensus around key priorities. To do this it focuses on the specifics of ‘How’ your organization sells.

2. Presents a 360 degree view of sales – addressing each stage of the sales process and customer lifecycle (from the generation of the lead to the receipt of the purchase order and thereafter to the repeat sale). This is importantin the context of a more integrated, structured and systematic approach to selling.

3. Focuses on key issues from the buyer perspective, as well as the sales perspective. For example addressing issues of the buying process and the business case, in addition to the sales process and the sales proposition. In this way it results in a more buyer-focused approach.

4. Views marketing and selling as inter-related and inter-dependent. This is important in the need for greater co-operation and integration between sales and marketing and in particular the newly merging role for marketing.

5. Adopts a process-driven mindset to selling, focusing not just on skills issues, but also on other important factors, such as sales; systems, strategy and structures. These are clearly emerging as a key success factor among sales organizations.

17. What areas are addressed by the diagnostic?

The tool focuses on all key aspects your organization’s sales and marketing across 5 universal stages that can be overlaid on any sales process for the complex sale:

1. Sales Leads: How more and better sales leads can be generated and nurtured to sales meeting readiness.

2. Sales Meetings: How the effectiveness of sales meetings, particularly the tentative first meeting with the prospect, can be increased.

3. Sales Cycles: How sales opportunities can be more effectively managed from the point of the first meeting to the point of writing the proposal.

4. Sales Orders: How we can increase our win rate by improving the effectiveness of sales proposal, closing and negotiation.

5. Repeat Sales: How we can generate more business from existing customers as well as from referrals, including the role of more effective account management and project management / delivery.

18. How does it accelerate the process of planning and priority setting?

The methodology has been designed to accelerate and indeed simplify the gaining a consensus regarding sales improvement opportunities by:

– Streamlining and automating the process of analysis

– Minimizing the degree of personality and politics involved

– Facilitating greater collaboration / input from all across the team

– Ensuring a more consistent and less unambiguous language around selling

– Reducing the time spent on analysis to arrive faster at an agreement on priorities

– Focusing on those areas of greatest importance, where quick-wins are possible

– Ensuring a perspective on sales and marketing that is more integrated and strategic

19. Our business/industry is different, will this apply?

The diagnostic lets you apply your knowledge of your business and its industry to set your own priorities. In this way it fully customised to your business.


20. What happens after it is completed?

As your colleagues complete the diagnostic all the information gathered will be aggregated to present a unified view as of opportunities, priorities and gaps in respect of sales and marketing. This will be used to help shape the team-wide
sales improvement agenda for this quarter and the next.

While arriving at a unified view of priorities is important, each member of the team is likely to have opportunities for improvement that are of specific relevance to them.

Thus, you will receive a one page summary based on areas that you identified as being of particular importance to you.

21. How is it used to identify sales process opportunities?

The results of the diagnosis will be collated in order to identify the key priorities highlighted by you and your colleagues. This sets the agenda for sales improvement. From here you select a small number of opportunities to focus on immediately (plus some more for next quarter). For each opportunity you will be provided
with tips, tools and techniques to assist in their implementation.

22. How will the priorities identified be addressed?

The diagnostic will take you through a wide full range of key success factors at each stage of the sales cycle – from how leads are generated, to the closing of the sale. You will be asked to rate them in terms of scope for improvement. The result is an agenda for sales improvement.

23. Is this just another report?

No. You will receive a summary of the result, but more important is a the agenda of sales improvement opportunities / priorities. You can use this to achieve your sales success. A range of tools, tips and techniques will be provided to
assist in exploiting each of the opportunities selected.