A Sales Support Gap Analysis is a review of your selling process and the tools you use at different stages of the sales cycle. We look for holes in your communication strategy and offer counsel to strengthen your arsenal. Our review is guided by the scientific principles of behavioral change, so that each tool in the process has a specific purpose, a specific message and an appropriate delivery system.

We work with a sales model of six stages. We’ve learned, though, that every client has its own approach. Our approach is adaptable to your system, because ultimately, it’s our reliance on principles of behavior change, not the number of stages in your sales process, that matter. Regardless of the number of stages in your sales cycle, each stage is associated with a process (ideas, information and behaviors) that is effective in provoking a prospect further down the buying path. Our goal is to be certain you have the correct tools in place, which in turn remove many of the barriers to the sale.

A Gap Analysis begins with a comprehensive audit of your marketing and sales materials for a given product, service or brand (print, ads, tradeshows, web, video, etc…). We then outline the behaviors of your sales force (lunch and learns, sales calls, gifts, proposals, diagnostics or pilot projects). After gathering this information we assign each to a stage in the sales cycle and make recommendations for tools and behaviors that might be removed (duplication in a given stage creates confusion and inefficiency) or added (a gap creates a barrier that is hard for a prospect to leap across). Our report includes written ideas in outline format and short narratives about recommendations.

NOTE: a Sales Communication Tool Audit naturally accompanies a Gap Analysis. While a Gap Analysis is a review of messages at various points in the sales cycle, a Competitive Audit is a study of how you speak to prospects.