It may seem obvious, but no organization can grow without winning sales and capturing contracts. The more intricate and complex the sale, the more vital good leadership becomes.
Nowhere is the sales process more complex than in government contracts. Known as Capture Management, the process involves responding to complex Requests for Proposal (RFPs) issued by the federal government with highly detailed written proposals that are often followed up with very meticulously delivered oral presentations.
Much is riding on the capture management process. A government award can mean billions of dollars and thousands of jobs; losing that contract can mean a plummet in stock prices or worse.
To help win these government contracts, contractors will hire Capture Managers—leaders who can guide the capture team through the process of developing a winning proposal.
Tom Sawyer is an award-winning Capture Manager who has helped large government contractors develop a capture process that results in new business. According to Sawyer, the number one issue in ineffective captures is a lack of strong leadership.
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The Art and Science of Capturing Contracts
Sawyer analogizes the capture process to water—H ₂O. In his analogy, it takes two parts Leadership (Corporate and Capture) and one part Capture Execution to win a contact.
As Sawyer puts it, only when these elements are combined in a dynamic way, without extra structures or processes, can a company master the art and science of Capture Management. “Unless an organization has effective leadership at the corporate and capture level, you just end up with a bunch of gas.”
Executing a successful capture strategy is not just relevant to government contractors. More and more, companies are being called on to work in teams to successfully capture large contracts, even in the private sector. Large, complex sales often require careful response to RFPs, competitive sales processes, multiple meetings or presentations, and detailed customization to suit specific needs of the customer.
In all these scenarios, effective leadership is the key to driving the sales or capture processes to improve business results.
Here are four ways leaders at the team and senior level can be more effective—and drive increased sales.
4 Ways Leaders Can Improve Effectiveness in the Sales Process
1. Invest in leadership development.
It can be easy to assume that the highest performing salesperson on a team or in an organization will naturally be the best sales leader. However, the skills that make a good salesperson don’t always translate well to a leadership role, and even a high performer might have trouble making that transition.
On the other hand, when a high-performing salesperson has the specific expertise and industry knowledge to promote consistently high sales across the organization, that person might make an excellent sales leader—with some development.
Senior leaders can take the time to carefully assess development needs in sales leaders and collaboratively develop an individual action plan to address gaps. It’s likely that some focused training or targeted coaching could make a good sales leader into a great one.
2. Hold an offsite.
The sales process has increasingly become a team sport. A telecom firm, for example, might have account managers, sales engineers, technicians across different sites, and other participants in a complex sale. Unique customer needs or a big multi-site sale might require approval or input from multiple levels, functions, and departments.
In such an environment, it is crucial that teams operate with a high degree of trust and understanding of how to best meet customer needs without damaging their teams or organizations. Salespeople should not promise technology that the engineers cannot deliver, for instance, and likewise, engineers should feel empowered to ask questions to make sure they’re solving the right problems.
An offsite can be a great way for an entire sales team to work on communication and develop processes for efficient sales that deliver big wins for the organization.
3. Hone presentation skills across the team.
It is not just salespeople who give presentations. Everyone on the team should know how to talk to prospects and customers about needs, solutions, and ongoing contracts. The entire sales team should be able to communicate with the clarity and precision that will help a customer feel confident in signing a contract.
Like anything, presentation skills can be developed and honed. Sales leaders can take the lead in giving everyone on the team an opportunity to develop, practice, and deliver the presentations that seal the deal. Consider sponsoring a team presentation competition or offer targeted coaching for team members who need support.
4. Prioritize strong teaming.
While offsites can be a valuable and important piece of developing a strong team, long-term teaming involves much more.
A successful team rests on three pillars: Clear Purpose, Positive Engagement, and Communication. When team members understand their purpose, remain engaged, and communicate clearly across the team and with leaders, the team will be set up to deliver solid results.
Sales leaders and capture managers who prioritize developing a strong team will drive both people and business results. Rather than leave the capture or sales process to chance, a good sales leader will take the time to build a strong team foundation where members have a high degree of trust with each other.
When everyone is focused on the same goals and has the same expectations for team operations, successfully capturing new contracts and delivering results for the business and customers becomes much more likely.
Capture managers and sales leaders are in a unique position to deliver both business and people results. When these leaders are effective, their teams will deliver great contracts and support customers in any industry.
Stewart Leadership can help you develop effective sales leaders and teams. From individual coaching to team assessments and development, our experts can help you craft a people solution that delivers business results. Contact us today.
Self-check:
- What is one way we can develop our current sales leaders or capture managers?
- What is one way we can improve communication across our sales team?
- Are we missing out on sales because of poor leadership? Why?
