How to Build a Strong Sales Backlog with Michael Wills
A strong sales backlog is more than just a list of potential deals—it’s the foundation of business confidence and long-term growth. In this episode of the 4M Strategies™ podcast, Carl J. Cox, CEO of 40 Strategy and 40 Accounting, and Michael Wills from Top Line Solutions shares actionable strategies to help businesses create and maintain a robust sales backlog. By refining processes, defining roles, and empowering sales teams, companies can ensure they’re set up for success.
Why a Sales Backlog is Essential
A sales backlog provides visibility into your company’s future revenue potential. It acts as a safety net, allowing businesses to forecast accurately and make informed decisions. However, Michael points out that many companies struggle to build and sustain a backlog because they fail to give their sales teams the time and focus they need to develop opportunities effectively.
Freeing Sales Teams from Non-Selling Tasks
One of the most common challenges is that sales teams are bogged down by non-selling activities. These include administrative tasks, internal meetings, and other responsibilities that take time away from selling. Michael emphasizes the importance of identifying these tasks and delegating them to other departments, such as operations or finance. This allows salespeople to focus on what they do best: building relationships and closing deals.
Differentiating Hunters and Farmers
Michael explains that sales teams often fail to separate hunters and farmers, which can lead to inefficiencies. Here’s the difference:
- Hunters: These salespeople focus on lead generation, prospecting, and developing new opportunities. Their primary goal is to bring new business into the pipeline.
- Farmers: These individuals concentrate on maintaining and growing relationships with existing customers. They excel at customer service and identifying upsell opportunities.
By clearly defining these roles, businesses can ensure that hunters have the time and resources to focus on new opportunities while farmers maintain and grow existing accounts.
Mapping and Streamlining the Sales Process
To create a strong backlog, Michael recommends mapping out the entire sales process. This involves:
- Identifying all tasks and activities performed by the sales team.
- Separating selling activities from non-selling activities.
- Delegating non-selling tasks to other departments.
- Standardizing processes to ensure consistency across the team.
A well-mapped sales process not only improves efficiency but also helps sales teams prioritize high-value opportunities and avoid wasting time on low-quality leads.
The Role of High-Quality Leads
A sales backlog is only as strong as the leads within it. Michael highlights the importance of focusing on high-quality leads—those that align with your ideal customer profile and have a strong potential for conversion. By filtering out low-quality leads, sales teams can spend more time on opportunities that are likely to close.
Key Takeaways from the Episode
Michael shares several actionable steps to help businesses build and maintain a strong sales backlog:
- Define Roles Clearly: Separate hunters and farmers to ensure each group can focus on its strengths.
- Eliminate Non-Selling Tasks: Delegate administrative and operational tasks to free up sales teams.
- Focus on High-Quality Leads: Prioritize leads that align with your company’s value propositions and expertise.
- Map Your Sales Process: Identify inefficiencies and standardize workflows to improve consistency.
- Support Hunters: Provide hunters with the tools and time they need to develop new opportunities.
The Impact of a Strong Sales Backlog
A well-maintained sales backlog doesn’t just drive revenue—it creates confidence. It allows businesses to forecast more accurately, plan strategically, and make better decisions about resource allocation. By implementing Michael’s strategies, companies can ensure their sales teams are working efficiently and effectively.
Final Thoughts
Building a strong sales backlog requires more than just hard work—it demands focus, strategy, and alignment. By freeing sales teams from non-selling tasks, clearly defining roles, and streamlining processes, businesses can create a backlog that drives growth and sets them up for long-term success.
Tune in to this episode of the $4M Strategies™ podcast to learn how to transform your sales process and build a backlog that delivers results.
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