Full Sail Partners Blog
As the leaves change from a cool green to the burning hues of fall, you can almost hear the annual groan that emanates from marketing and business development departments everywhere as we ponder next year’s budgets. We’re feverishly cramming numbers into spreadsheets, struggling to get that final hit rate report from the ERP system, and perhaps even consulting with a local palm reader, all with the goal of accurately predicting the future - next year’s sales!
In this article, we'll break down the often-overwhelming process of developing an annual sales budget, providing a clear guide to understanding key sales metrics, evaluating your firm's capacity, and crafting a realistic strategy. We’ll explore different approaches to achieving sales goals by analyzing key combinations of services and clients, offering practical insights into how firms can align their business development efforts with broader growth plans. Whether you're working with existing clients or exploring new markets, these strategies will help you set and meet achievable targets for the year ahead.
Review Your Professional Services Sales Vocabulary
Many of us in the professional services industry don’t approach our sales vocabulary as clearly as we should – or worse, it’s just that “s” word that nobody wants to talk about. Let’s quickly review some common numbers:
- New Backlog: The rest of the world usually calls this number sales. It generally answers the question about the measured period, such as, how much NEW billable work did we book/contract/sell? You might sell the project in one year but could deliver it over several years.
- Earned Revenue: This number values the work we actually did in the measured period, and is recognized as such, whether we billed for it or not. Learn more about earned value in this article.
- Billings: This number is the total of all the invoices your firm sent in the measured period. Again, depending on how you count the beans, this number may or may not match Earned Revenue.
It’s imperative that we clarify what thing we’re aiming for and how to budget for it. Most professional services firms have a theoretical limit to what they can deliver, based on staff size and utilization. But is there a limit to how much new work you can sell?
Let’s Work Backwards
It’s important to know what your firm’s revenue goals are. There will be ongoing work and repeat work to put toward those revenue goals. The difference is the number that the sales team, whether dedicated sales team or seller-doers, will need to secure. You will also want to take your hit rate into consideration, perhaps from the last three years. Learn from it! How much work do you need to chase to secure the right amount of dollars?
Metrics are valuable to track and being in tune with your firm’s key performance indicators is a must. What targets can you manage weekly and monthly to help reach your goals annually? And how does that fold into the firm’s goals? Alignment is key.
Mix Up Your Sales Efforts
Once you know the goals, you’ll now turn to the “how.” Here’s the point – these numbers all work together, but marketing and business development departments are usually focused on “New Backlog” when discussing sales. So, where does the new backlog come from? It comes from the strategic combination of two variables: The services you sell and who you sell to—your clients. Your job is to figure out the best mix of these combos to achieve the firm’s overall growth plans. Easy right?
Let’s have a brief look at the different ways we can combine our new backlog variables.
Combo 1 - Sell the Same Services to Existing Clients
Unless you offer bread, milk, or toilet paper, this combo can only take you so far. If you sell a corporate headquarters design project to ACME, Inc., when will they buy the next one? Large retail rollout programs and compliance-required assessments/surveys/reviews are good exceptions to this challenge. Watch out for “better, faster, cheaper” competitors led by well-dressed daredevils focused on Combo 4 described below.
Combo 2 - Sell the Same Services to New Clients
We should always analyze how to position our core offerings to new clients – in new markets or new geographies. Many firms claim about 80% of the new backlog is repeat work, meaning 20% has to come from this combo and Combo 4. Leverage your highly experienced professionals who like to build new relationships.
Combo 3 - Sell New Services to Existing Clients
Maybe ACME, Inc. doesn’t need a corporate headquarters designed this year but really needs help with a facilities management system. Here’s a little secret: Your existing clients trust you and would prefer to buy new services from you rather than from someone they don’t know. Build internal partnerships between your key relationship managers and the technical leader(s) of the new services. These communications and relationships can be tracked in your CRM for better management. This cross-selling method can often result in additional work for your firm. Watch out for experienced competitors focusing heavily on Combo 2.
Combo 4 - Sell New Services to New Clients
Get into LinkedIn and line up the cold calls! OK, that may be excessive, but this is definitely the final frontier in selling professional services. You’re convincing people who don’t know your firm to buy services for which you don’t have a track record. Totally possible, but not for the faint-hearted. This combo often requires strategic hires or acquisitions, which might be the only way to beat the competition in the other combos. Do your research. You may get lucky, but your competition in Combo 1 knows you’re coming.
Serving Over Selling in the Professional Services Industry
While we can’t completely avoid the annual budgeting process, we can look at it differently. You’re in the business of professionally serving others. Instead of simply looking for more projects, more offices, or more technical credentials, why not look for the best ways your firm can serve more people next year, and get paid for the value you created?
Use the combinations above as a framework and correlate the targets for each to your firm’s overall strategic plan and annual business plan. Tada! Now you’ve got a growth target that everyone can embrace. Happy budgeting, and more importantly, happy serving!
Learn How to Streamline Your Sales Process with a Successful CRM Rollout
If you're looking for more insights on how to successfully implement a CRM system to support your firm's business development and sales goals, be sure to check out our recent LinkedIn Live session, "How to Successfully Roll Out a CRM System." In this session, we share best practices, common challenges, and tips for ensuring a smooth rollout that drives both adoption and results. You can watch the full discussion by clicking the image below.
