Developing & Implementing Your Sales Process & Selling Strategies
Part 2 Sales Process
Your sales model - Order Taker, Soft Sell or Problem Solver - has implications for your sales organisation, sales structure, selling skills, systems, resources, sales cycle, and not least your selling process - the more complicated and higher value your solution the longer your sales cycle and the more complex your sales process.
For the Order Taker the steps in your sales process will pretty much match the four phases of a sale – 1.Initial Contact, 2.Understanding Needs, 3.Matching Capability, 4.Closing the Sale. However, for Soft Sell and Problem Solver your selling process will be more complex, contain more steps and re-iterations and involve more people in the decision process.
A generic sales process might include the following steps:
For the Soft Sell several of these may be merged into a single step while for a Problem Solver there may be several iterations of a single step – e.g. several meetings with different people, or need assessment which may require months of investigation and the preparation of a valuable insight.
Develop your sales process to reflect your sales model, target customer, your solution type, value and complexity.
Each of the steps in your process, to be effective, requires the appropriate resources both people and sales aids, for example Prospecting:
Once you have established and documented your sales process steps and the resources required at each step you can develop your sales playbook - what resources to use when and how to apply them, calls to action and next steps for sales, marketing and support - matching your activities to the customer's buying cycle.
Of course you will not be starting from a clean sheet, so to get your sales programmes up to standard you will need to confirm your existing process, and review existing resources to identify short comings and missing tools.
The next stage is developing your sales strategy - but more of that later!
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