If your organization’s sales department is like most, the majority of your sales are coming from your top sales people. So what are your top sales people doing differently? If you take a step back and observe your top sales people from the beginning to the end of the sales cycle, you’ll probably notice that your top sales people have a sales process that they have honed from experience that works for them and for your organization. By taking a cue from your top sales people and implementing a sales process for all of your sales people to follow, you can take your business to the next level.

Understanding the Sales Process

A good sales process provides a guide map for your sales people to follow through the sales cycle, but it is more than the sales cycle itself. A sales process gives your sales people indicators on what to expect, how to react to different situations, and when to move to a close within the context of what your organization expects the sales process to achieve. Successful sales processes are therefore measured by three key metrics: They are predictable, they are repeatable, and they provide results.

• Predictable: The sales process is designed so that the most likely outcome of a given action is known ahead of time.
• Repeatable: The sales process can be applied to the majority of prospects and clients to provide the same outcomes.
• Results: The sales process results in quantifiable sales on measurable timelines.

A Successful Sales Process is Designed for Your Business

A sales process must be developed specifically for your business in order to be successful. Your organization’s sales force, products and services, and ultimate desired outcomes are different from those of any other business; copying a process from elsewhere simply will not get your business where you want it to go. With this in mind, consider the following before constructing the sales process for your organization:

• What groups provide the highest quality leads for your business, and how can your sales people exploit that?
• What needs do your products and services truly solve for the customer (these may have changed since the last time marketing updated your sell sheets!)?
• Where do your most profitable sales come from, and are these sales coming from your most likely leads?
• What sales numbers does your organization need to post to meet its stated goals?

Designing a Sales Process that Delivers

In addition to providing a process for your usual business, a good sales process should build in the flexibility to deal with the unusual or the unexpected. Deciding what to do when normal conditions change ahead of a crisis can help your sales team and your organization make adjustments smoothly and with a minimum of disruption. The following should be outlined in your organization’s sales process:

• Requests for referrals and routine follow-ups as part of the normal sales process, instead of leaving these for “slower periods” that may come sporadically or not at all
• Contingency plans for your sales team that outline how your organization will handle sudden changes in demand, and how that will impact the sales process
• Predictions for how sales will be impacted due to certain events, such as a temporary manufacturing line shut down, and how your sales team will need to respond

If your organization is prepared and equipped for business with a strong sales process, the sky is the limit for your sales numbers. Successful sales processes make it easier to train new sales people and keep current sales people on the right track. A working sales process also allows sales managers and executives to focus less on daily sales and more on key business drivers and strategies. Take your business to the next level by developing and implementing a sales process designed specifically to provide guidance for your organization’s sales force and reach your business goals.