As 2011 is upon us, here are my Top 5 sales effectiveness items that I am suggesting to our clients for inclusion in their list of New Year’s Resolutions …

1. Include social media in your marketing plans. Did you know that 85% of people 45 to 54, and 79% of people 55 and older spend at least one hour a week on a social media site? Most of these people are the same ones who decide if they want to buy your products and/or services.

2. Get the most out of your CRM investment. Have you considered how to take your existing investment in CRM and get more leverage out of it? Ninety percent of the companies with CRM can get more leverage (a lot more) out of it. Not sure where to start and/or how to prioritize opportunities? A small investment in a sales effectiveness assessment will provide you with a list of 3 to 5 significant opportunities to improve your business and increase the return on your investment in CRM.

3. Sell to the “white space” in your existing accounts. Are you existing clients buying all of the products and/or services that you offer? Cost of sales is usually lower to existing accounts, so make the most out of your current client relationships. Seems like a “no brainer”, but we speak with a lot of clients who have significant internal barriers to cross-selling their suite of products and/or services.

4. Be absolutely certain of the Customer Satisfaction and customer care within the Top 10% to 20% of your clients. This group deserves more than just an email or survey. At least a phone call if not a face to face meeting is warranted, and it’s a great way for senior executives to stay engaged with key clients. Carry the “corporate flag” and ask open questions: “How are we doing”? “What can we do better”? “What can we do for you that we aren’t doing now”? Would you like to ask something “meatier”? How about “What financial impact have our products and/or services had on your business”? If they aren’t sure (a bad thing), offer them a professionally developed Business Case/ROI analysis. You will solidify the value that you provide to your clients, and you will take a big step towards that elusive “trusted advisor” status!

5. Turn the “pains” of 2010 can into the “gains” of 2011. Did you lose a key order in 2010? If yes, pick up the phone and speak to the exec in charge and ask how it’s going with your competitor. Ask “is XYZ Company meeting your expectations”? “How do you rate their performance on a scale of 10″? If the answer is not “10″, then ask what would make it a 10? If you can provide the missing component(s), you may get back in the door. If the client is satisfied with the competitor, your courtesy call will keep you “top of mind” for the next deal. Top 5 Sales Effectiveness New Year’s Resolutions for 2011