Jonathan Ratcliff's guest appearances

Jonathan Ratcliff

The Next 100 Days Podcast

OTTpodcast

It's All Narrative

Michael Bungay Stanier

Phil Jones

Casanova Brooks

Duncan Wardle

Robert Wright

Mike Morrison

Dan Wells

Jason Van Orden

Meryl Johnston

John Davidson

Adam Witty

Mary Shores

Chris Martin

Anthony Evans

Peter Osborne

OwlTail

Jonathan is someone who spends his life implementing powerful change in business. He helps Managing Directors of Companies who are frustrated with their Field Sales Performance, to get more from that resource. This is achieved by Field Sales Accompaniments which very few other Trainers undertake.  Jonathan believes that there is no better way of understanding the strengths and weaknesses of individual Sales people than by seeing them in action with their Customers. Only in this way can I tailor the training to their requirements and observe what they REALLY do rather than what they think they do.  In this podcast Jonathan and I discuss why many field sales professionals fail and he provides tactics to help them hit their goals and become a powerful resources for business owners. We also take a deep dive into balance and finding winning mindsets in a world of constant pressure and uncertainty.

Jonathan is someone who spends his life implementing powerful change in business. He helps Managing Directors of Companies who are frustrated with their Field Sales Performance, to get more from that resource. This is achieved by Field Sales Accompaniments which very few other Trainers undertake.  Jonathan believes that there is no better way of understanding the strengths and weaknesses of individual Sales people than by seeing them in action with their Customers. Only in this way can I tailor the training to their requirements and observe what they REALLY do rather than what they think they do.  In this podcast Jonathan and I discuss why many field sales professionals fail and he provides tactics to help them hit their goals and become a powerful resources for business owners. We also take a deep dive into balance and finding winning mindsets in a world of constant pressure and uncertainty.

Welcome to Jonathan Ratcliff, a sales and mindset expert who takes us on a journey into finding consistent success whilst keeping a focus on balance within our lives

Jonathan Ratcliff shares his sales strategy insights on The Next 100 Days Podcast.Jonathan Ratcliff, an expert in sales strategy, left corporate over 12 years ago, to set up JMR Sales &amp; Consultancy Ltd. He helps a variety of clients with short to mid-term contracts by solving a wide range of their business challenges. His primary skill is Sales Management. His sales perspective has been enhanced through roles as a Purchasing Director, Marketing Manager, Commercial Director and Sales Director.Jonathan usually focuses on strategy development with his clients.  He has worked with Retail, Hospitality, Primary Care, Caterers, Automotive, Pharmacy, Financial sector and Drinks. His early career gave him real understanding of handling national accounts. This has helped him develop highly tailored sales training and coaching answers for sales problems in his target £5 to £50m target companies.Working for Carlsberg, he “probably” figured out how to run a p*ss up in a brewery! He loved working there and was promoted through the ranks, including helping them develop an innovative non-beer sales strategy. After Carlsberg, he started to get asked to do purchasing for companies. For a hotel group and Little Chef! They gave Jonathan an insight to selling from a buyer’s perspective.What has Jonathan observed? 	The relationship between buyer and seller is of paramount importance. The buyer needs to understand the business. The buyer’s need to understand requirements, how much and what things do they need? So, when sales people asked him as a buyer, he knew. That enabled him to be prepared. So, sales people are advised to investigate what the branches and parts of the group at an operational level need. What would they like head office to buy for you? What are your current suppliers not doing what they should be doing? Knowledge is power.His experience as a buyer showed him that skills between national account managers were great. Some were good and others woeful. The good ones did their homework. Planning and preparation – who were you going to see, objectives, objections, etc. The worst NAMs didn’t have an agenda, didn’t have a plan, which allowed Jonathan win advantages that he wouldn’t have expected. 	Listening and understanding. Good sales people are great listeners first. Active listening incorporates non-verbal cues too. How is the buyer being measured? In 3 ways, day to day, regional or site objectives and long term company strategic objectives. Knowledge of these layers – strategic, regional and specific. The more you understand of these issues, the greater the opportunity to sell more successfully.A sales call can be very expensive, so companies need to understand the financial metrics as they relate to sales visits.How does Jonathan advise MDs of businesses where sales are disappointing? 	Jonathan investigates the business strategy, including the margins being earned to pull together a cost benefit analysis. 	Is the business strategy translated into a sales strategy? 	Which products should we offer, to which markets, at what margins, to achieve what goals, over what period?It is primarily these gaps in products, customer base and skills that Jonathan addresses. 	One tool he uses powerfully, is accompaniment. He goes to sales calls with sales people to identify their performance. 	His focus is on planning and preparation. Objectives, knowledge, insight, listening, interrupting buyers, talking over them, hence they don’t get over the results. 	Jonathan provides positive honest feedback, highlighting the good points and creates an environment that is open to receiving feedback. Good sales people love getting the feedback. Those that don’t Jonathan adopts the Scottish mantra…“Save your breath to cool your porridge” 	The MD gets a report based on the accompaniment. Nobody is beyond hope. Every day is a school day.Apart from sales skills. What about strategic coaching?

Jonathan Ratcliff shares his sales strategy insights on The Next 100 Days Podcast. Jonathan Ratcliff, an expert in sales strategy, left corporate over 12 years ago, to set up JMR Sales &amp; Consultancy Ltd. He helps a variety of clients with short to mid-term contracts by solving a wide range of their business challenges. His primary skill is Sales Management. His sales perspective has been enhanced through roles as a Purchasing Director, Marketing Manager, Commercial Director and Sales Director. Jonathan usually focuses on strategy development with his clients.  He has worked with Retail, Hospitality, Primary Care, Caterers, Automotive, Pharmacy, Financial sector and Drinks. His early career gave him real understanding of handling national accounts. This has helped him develop highly tailored sales training and coaching answers for sales problems in his target £5 to £50m target companies. Working for Carlsberg, he “probably” figured out how to run a p*ss up in a brewery! He loved working there and was promoted through the ranks, including helping them develop an innovative non-beer sales strategy. After Carlsberg, he started to get asked to do purchasing for companies. For a hotel group and Little Chef! They gave Jonathan an insight to selling from a buyer’s perspective. What has Jonathan observed? 	The relationship between buyer and seller is of paramount importance. The buyer needs to understand the business. The buyer’s need to understand requirements, how much and what things do they need? So, when sales people asked him as a buyer, he knew. That enabled him to be prepared. So, sales people are advised to investigate what the branches and parts of the group at an operational level need. What would they like head office to buy for you? What are your current suppliers not doing what they should be doing? Knowledge is power.His experience as a buyer showed him that skills between national account managers were great. Some were good and others woeful. The good ones did their homework. Planning and preparation – who were you going to see, objectives, objections, etc. The worst NAMs didn’t have an agenda, didn’t have a plan, which allowed Jonathan win advantages that he wouldn’t have expected. 	Listening and understanding. Good sales people are great listeners first. Active listening incorporates non-verbal cues too. How is the buyer being measured? In 3 ways, day to day, regional or site objectives and long term company strategic objectives. Knowledge of these layers – strategic, regional and specific. The more you understand of these issues, the greater the opportunity to sell more successfully. A sales call can be very expensive, so companies need to understand the financial metrics as they relate to sales visits. How does Jonathan advise MDs of businesses where sales are disappointing? 	Jonathan investigates the business strategy, including the margins being earned to pull together a cost benefit analysis. 	Is the business strategy translated into a sales strategy? 	Which products should we offer, to which markets, at what margins, to achieve what goals, over what period? It is primarily these gaps in products, customer base and skills that Jonathan addresses. 	One tool he uses powerfully, is accompaniment. He goes to sales calls with sales people to identify their performance. 	His focus is on planning and preparation. Objectives, knowledge, insight, listening, interrupting buyers, talking over them, hence they don’t get over the results. 	Jonathan provides positive honest feedback, highlighting the good points and creates an environment that is open to receiving feedback. Good sales people love getting the feedback. Those that don’t Jonathan adopts the Scottish mantra…“Save your breath to cool your porridge” 	The MD gets a report based on the accompaniment. Nobody is beyond hope. Every day is a school day. Apart from sales skills. What about strategic coaching?

#58 Sales Strategy Insights with Jonathan Ratcliff