Cheryl Harding | Vistage UK
Speaker Bio

Cheryl Harding

Loaded with 22 years of real life experience in the sales arena Cheryl’s areas of expertise are Sales Strategy, Leadership and Transformation.

Working with Sales Directors, C-Level executives and with a soft spot
for ‘Start Ups’ she designs and delivers solutions for the challenges facing Sales Division. The focus is on tangible results and top line growth.

Cheryl’s Philosophy – Start with a strong Sales Strategy:

Sales Directors have one of the loneliest positions in a company. Often the expectation is that if a sales director has experience they should be able to deliver quarter after quarter after quarter. In my experience businesses do not give as much thought to the help a sales director might need in putting together their strategy as they do with other departments, instead they are largely expected to know instinctively what it should be.

The business strategy should lead the sales strategy. Often sales directors are under so much pressure to manage the tactics of the sales group that they struggle to find the time to step back and put together an effective and motivational sales strategy. Using business model canvasing , we can help an organisation channel their knowledge and experience into a sales strategy which gives clear direction to the sales team and makes managing processes and behaviours much easier.

Whether it be helping define a strategy, restructuring a sales group, defining/designing the sales process or up-skilling your people, we will work with you to deliver the specific results you want.

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Experience
• In 2005 I founded Effectiv8 Ltd, committed to designing and delivering consulting, training and strategy which brings top line growth. The business has gone from strength to strength, with a loyal client base, equally focused on results.
• For the 4 years previous to that I was Director of Training for SBR Consulting, having primary responsibility for the writing, development and delivery of consulting and training. At the same time, I personally exceeded the revenue target given to the Business Development Managers.
• I was a sales manager/director for 12 years, building a team of over 150 salespeople and 35 managers, averaging over 30% growth per year. Working in both the States and the UK.
• Working with Strategy Regeneration (linked with INSEAD), designing blue ocean/ value innovation programmes designed to bring the Exec and the Sales group closer together with the aim of developing an innovative culture which proactively looks at opening new markets, develop new products or changing existing offerings to be game changers.
A long time ago…
• 2002 named International Sales Professional of the Year (at the National Sales Awards)
• 2000 named Sales Trainer of the Year

Paula joined the Vistage Speaker Bureau in August 2018 from the Academy of Chief Executives.

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My programmes
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Sales Strategies for the Real World

Cheryl's workshop explores both the bigger picture on sales strategies and delivers practical tools that can be used immediately.

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Sales Strategies for the Real World

Overview:

A workshop of 2 halfs; The first is spent looking at the key elements to a successful Sales Strategy, the second half is spent designing a tool to use immediately in your business to help you make smarter sales resourcing decisions.

This is a workshop that both explores the bigger picture and delivers practical tools that can be used immediately.

It is not a presentation – it is a hands-on practical workshop where everyone contributes, and the takeaways are tangible.

Part 1 – The Strategic Overview:

This can be tailored to the group based on the types of challenges they have been bringing up in their ‘board sessions’, and also any specifics that they have raised with their chair. The topics include:

  • The sales landscape - simple but not easy
  • Current processes – make sure your basics are there
  • Myths
  • Trends
  • Stages – all sales pipelines are not the same!
  • Buying Criteria
  • Generational considerations

Part 2 - When to Resource and When to Walk Away:

This is where members will be walked through designing their own matrix – called the ‘Arc of Action’, which will enable them to logically prioritise opportunities and most importantly – know when to walk away. They will be provided with an excel template that they can quickly populate with their own criteria and use immediately.

What material will you be able to give your members?:

  • Full PowerPoint (including useful material that isn’t used in the workshop).
  • PDF’s of all the research referenced in the workshop.
  • Template for the ‘Arc of Action’ tool that they can customize and use immediately in their business.

Sales Opportunity Prioritisation

Starting with 2 simple questions we will build out a series of criteria and each attendee will design a matrix during the workshop - which they can then take back to their business, run a ‘key person’ meeting with to take on board the opinions of their team and then start using it immediately.

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Sales Opportunity Prioritisation

Overview:

When it comes to sales, companies of all sizes have similar challenges – unpredictable pipeline, overly optimistic sales people, getting dragged into price negotiations, lack of scaleable process, CRMs not used properly etc. The impact of some of these challenges on SMEs tends to be greater, simply because they can’t absorb the costs as readily.

One of the biggest impacts to both your cash flow and the morale of your group is when you ‘lose slowly’, you have all the cost of sale with none of the revenue return. Often times we lose slowly when we chase business we never really had a chance of winning in the first place. If you ask the sales team why they didn’t walk away, the answer comes back as ‘the senior leadership team would never allow that’. If you speak to the senior team, they are frustrated because the salespeople chase unrealistic opportunities! Sound familiar? That is one of the reasons why ‘Macro Qualification’ is only effective when it is a top down strategy.It is different to opportunity qualification – it sits above it and can be changed to reflect changes in company direction, priorities or resources.

This workshop is designed to help you as the business leader identify which type of business you want to go after in the first place and therefore you are willing to put resource behind; conversely it also puts logic into knowing when to walk away.

Starting with 2 simple questions we will build out a series of criteria and each attendee will design a matrix during the workshop - which they can then take back to their business, run a ‘key person’ meeting with to take on board the opinions of their team and then start using it immediately.

Sales Strategies for the Real World

Cheryl's workshop explores both the bigger picture on sales strategies and delivers practical tools that can be used immediately.

Read more

Sales Strategies for the Real World

Overview:

A workshop of 2 halfs; The first is spent looking at the key elements to a successful Sales Strategy, the second half is spent designing a tool to use immediately in your business to help you make smarter sales resourcing decisions.

This is a workshop that both explores the bigger picture and delivers practical tools that can be used immediately.

It is not a presentation – it is a hands-on practical workshop where everyone contributes, and the takeaways are tangible.

Part 1 – The Strategic Overview:

This can be tailored to the group based on the types of challenges they have been bringing up in their ‘board sessions’, and also any specifics that they have raised with their chair. The topics include:

  • The sales landscape - simple but not easy
  • Current processes – make sure your basics are there
  • Myths
  • Trends
  • Stages – all sales pipelines are not the same!
  • Buying Criteria
  • Generational considerations

Part 2 - When to Resource and When to Walk Away:

This is where members will be walked through designing their own matrix – called the ‘Arc of Action’, which will enable them to logically prioritise opportunities and most importantly – know when to walk away. They will be provided with an excel template that they can quickly populate with their own criteria and use immediately.

What material will you be able to give your members?:

  • Full PowerPoint (including useful material that isn’t used in the workshop).
  • PDF’s of all the research referenced in the workshop.
  • Template for the ‘Arc of Action’ tool that they can customize and use immediately in their business.

Sales Opportunity Prioritisation

Starting with 2 simple questions we will build out a series of criteria and each attendee will design a matrix during the workshop - which they can then take back to their business, run a ‘key person’ meeting with to take on board the opinions of their team and then start using it immediately.

Read more

Sales Opportunity Prioritisation

Overview:

When it comes to sales, companies of all sizes have similar challenges – unpredictable pipeline, overly optimistic sales people, getting dragged into price negotiations, lack of scaleable process, CRMs not used properly etc. The impact of some of these challenges on SMEs tends to be greater, simply because they can’t absorb the costs as readily.

One of the biggest impacts to both your cash flow and the morale of your group is when you ‘lose slowly’, you have all the cost of sale with none of the revenue return. Often times we lose slowly when we chase business we never really had a chance of winning in the first place. If you ask the sales team why they didn’t walk away, the answer comes back as ‘the senior leadership team would never allow that’. If you speak to the senior team, they are frustrated because the salespeople chase unrealistic opportunities! Sound familiar? That is one of the reasons why ‘Macro Qualification’ is only effective when it is a top down strategy.It is different to opportunity qualification – it sits above it and can be changed to reflect changes in company direction, priorities or resources.

This workshop is designed to help you as the business leader identify which type of business you want to go after in the first place and therefore you are willing to put resource behind; conversely it also puts logic into knowing when to walk away.

Starting with 2 simple questions we will build out a series of criteria and each attendee will design a matrix during the workshop - which they can then take back to their business, run a ‘key person’ meeting with to take on board the opinions of their team and then start using it immediately.

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