How to Define A Sales Process for Sales Success!

Defininga Sales Process

Insimple terms, a salesprocess is a systematic approach involving a seriesof steps that enables a sales force to close more deals, increasemargins and make more sales through referrals.

The'series of steps' are customer-centric and help the sales force of acompany to retain customers and increase sales volume as well asrevenues. The 'series of steps' are systematic and not haphazard.Random acts produce random and uncertain results. In sales, randomacts can be used occasionally, but a systematic and well-defined bestpractices approach can assure predictable results.

Theestablishment and implementation of a sales process with definablesteps in a company could result in:

•Predictable Outcomes -desired and predictable outcomes through a series of actions thatcould lead to more sales and higher margins.

•Repeatable Activities -activities that should be repeated to obtain the desired outcomesagain and again by any salesperson within the organization.

•Tangible Results - theoutcomes that can be measured and compared.

•Relevancy for Others -A good sales process may be cloned to suit other organizations andthey may emulate a successful sales process model. A group ofcompanies may apply a particularly productive sales process to all orsome of its divisions.

Simplyhaving a sales process in place doesn't guarantee anything, just likesimply buying and installing exercising equipment doesn't lead to achiseled body. Proper use makes the difference. Actively using and adesire to become willing to implement a sales process could lead tomore sales.

Normallya sales process involves the following key steps:

1.Prospecting

2.Qualifying

3.Proposal/presentation

4.Handling Objections

5.Closing

6.Follow-up for repeat business - referrals

Characteristicsof an Effective Sales Process

Anyordinary sales process may produce the desired results in normaltimes. But an effective sales process has elasticity to accommodateextra ordinary situations. Is your company prepared to meet a suddenspike in demand for your products or services?

Doesyour sales process have the elasticity to deal with fluctuations incustomer buying trends? Is your customer database current andup-to-date? Does your sales process take in to account the change inbuyer tastes and preferences?

Effectivesales processes stand the rigors of changing times and marketconditions and produce the best possible results in mostcircumstances. An effective sales process produces sales results withunerring precision as a manufacturing unit produces finishedproducts. An effective sales process manufactures customers. It's a'customer manufacturing system'. Isn't that an awesome productivitytool for any company to own?

Justas a manufacturing unit uses raw materials, strategy, technology, andmanpower to produce finished goods, a sales process can be viewed asan integrated method where manpower refers to the sales force, theproduct or service is the raw material, strategy refers to salesplans and methods, and technology refers to the latest communicationand sales technologies.

Aresults oriented sales process accomplishes the following tasks:

•Identifying andqualifying leads so as to take in to account only those prospectsthat truly have the potential to buy according to their importance toassign the right resources to each of them. Successful salespeoplespend more time with their top revenue producing accounts.

•Impress the customerwith the uniqueness of the product/service and your company.

•Talk about the 'need'of the customer and develop customized value propositions to solvetheir business issue.

•Convince the customerthat your company is the one that can take care of the 'need' andnone can do it better than you.

•Assess the purchasingpower of each potential customer.

•Larger percentage ofprofitable sales.

•Forge stronger bondsbetween the company and the customers through the sales staff.

•Exploring thepossibility of up selling and repeat business. Ensure repeat businessthrough adequate customer satisfaction and proper follow up. It costsfive to eight times more to acquire a new customer than selling to anexisting customer. (Source: Personal Selling Power Magazine)