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Core concepts

The building blocks of your method.

SalesDNA is not a fixed sales method you adopt. It consists of concepts you fill in yourself and put together into one coherent whole of your own: your SalesDNA. Every concept has a fixed place, the content is yours and grows with what you learn. These are six of the most important ones.

Six core concepts

  • Sales foundation

    A one-sentence promise

    What is a one-sentence promise? One sentence that says what a customer gets from you and not from anyone else, with a measurable long-term goal. Everything that follows builds on it: your win points, your activities and your KPIs. This is how you write the promise, with five examples.

    For example: an installation company promises that every breakdown is fixed within 24 hours, by a technician who knows the installation. That sentence comes back in the sales conversation, in the quote and in the questions you ask a new technician.

  • Customer journey

    Win points

    What is a win point? A concrete moment in the customer journey where you do things just a little differently from the competition. Small enough to deliver every time, big enough to remember. Per moment the customer can give feedback, so you see whether the promise is experienced that way too. The workshop format is in finding win points in one afternoon.

    For example: a machine supplier calls two weeks after the first delivery to ask whether everything is running, before the customer has a question. A wholesaler sends a short video after the first order from the person who prepared the shipment.

  • Sales process

    Exit criteria per phase

    What is an exit criterion? What the customer must have done before a deal moves on to the next phase. Your sales process in phases, from preparation to customer relationship, each with an exit criterion: what has to be in place before a deal moves to the next phase. Activities, KPIs and learning points hang on these phases. Read how to write an exit criterion per phase and qualify with four fixed questions.

    For example: the phase Appointment is only complete once the decision maker has been at the table and the budget has been discussed. A quote without those two points does not go out, however much the sales rep wants it to.

  • Activity matrix

    Contact cadence per customer class

    What is a contact cadence? The agreement on how often and through which channel you speak to each customer class. The account matrix divides your customers into classes; the contact cadence sets per class how often and through which channel you are in touch. Agreed, not accidental, so attention goes to the customers that matter. See contact cadence per customer class and the weekly rhythm of an account manager.

    For example: A customers get four visits a year and a call every month, C customers an email twice a year and a yearly phone call. A new sales rep sees on day one what is expected of them with which customer.

  • Organization

    A job profile from your DNA

    What is a job profile from your DNA? Per role, a job profile you build from what is already in your SalesDNA: phases and handovers, win points, the weekly rhythm, core values in behavior and KPIs. The same profile is the frame for hiring, onboarding and coaching. You build it in the workspace Job profiles.

    For example: the profile of an account manager contains the task of visiting A customers four times a year, because that is in the contact cadence. Change that cadence and the profile is marked as possibly outdated, so you review it.

  • Steering

    KPIs per phase

    What are KPIs per phase? Per phase, the numbers you steer on, with a norm, a measurement source and an owner. Not a list from a book, but the numbers that belong to your process, so the sales meeting is about the same things as the playbook. Read choosing KPIs per phase and a forecast that holds up.

    For example: in the phase Quote a team steers on the number of quotes followed up by phone within three working days, with the CRM as the source and the sales manager as the owner. If that number drops, the conversation about it is already on the agenda of the weekly meeting.

Your own language

A standard CRM does not know your words. SalesDNA does.

Sales methods are often flattened into a generic pipeline. That is when exactly the words that set you apart disappear: the names of your phases, your conversation method, your win points. In SalesDNA they stay, and they come back in every document you share with your team. All 40 building blocks are listed under the seven building layers.

What that gives you

  • New colleagues learn the method in the words the team uses
  • Partners tell the same story as your own team
  • Marketing builds campaigns on what sales actually does
Demo · 30 minutes · online

Build the first building layer of your SalesDNA. Together, in 30 minutes.

You tell us how you sell, we capture it in building layer 1. After that you know whether SalesDNA fits your organization.

Pick a time Take the quick scan first
  • No preparation needed
  • Data in the EU
  • Confirmation within one working day
  1. You pick a timeRight in the form, in two steps.
  2. We confirm by emailWith two short questions about your team and your current playbook.
  3. Together we build building layer 1Your promise and ambition, captured in SalesDNA.