Your sales process is not just about how you sell; it’s also about how your customers buy. When you think of your sales process in these terms, it’s easier to understand what to do and what not to do.

Let’s start with the do’s:

Do Understand Modern Customers’ Buying Habits

Modern customers don’t need you to explain to them that they need something. Through online information and technology, by the time they come to you, they’ve already done their research. In fact, not only have they decided that they need a product or service to solve a problem, but they’ve probably already done some comparison shopping as well.

Therefore, if your sales process includes finding a customer and explaining that they have a problem you can solve, you might just be pushing customers away. They’re already done with these steps by the time they come to you.

Instead, think about how modern customers buy. They go online and search for information. If they use a search engine, will your company’s website come up in the search results? If not, you need to focus on improving your web content.

Do Engage Customers Online

Your customers are online, but how do you engage them in conversations that will lead to sales if you’re not seeing them face to face?

Fortunately, there are many ways to engage people in conversations online. Your company can include a help chat option on your website. You could start a blog where people can have discussions in the comments sections of each post. You can use social media. You can create email newsletters that allow you to collect email addresses and other contact information. Use all of these communication methods in your sales process to engage customers.

Do Evaluate Your Sales Process Regularly

Markets are volatile, and you might need to change your sales process based on any number of factors: competition, changes in the economy, regulations, and changes in technology. 

Use reliable metrics as you evaluate your sales process, and make evaluation a regular part of your business activities.

And now for the don’ts:

Don’t Be Rigid

Your sales process is not a formula for the way every sales transaction has to go. If you view it in this way, customers and sales reps will feel that they’re just parts in a machine, that their opinions and concerns don’t matter, and that the company cares less for people than for policies. Give your sales reps some discretion when it comes to how they process orders and how they fulfill customers’ desires.

Don’t Forget to Follow Up

Many companies neglect to include following up as part of their sales processes. They end their sales process with the close of the sale and then move on to the next process. When you neglect follow-up, you miss out on all kinds of benefits.

Train your sales reps to follow up with every single person they talk to, whether or not that person buys. When they follow up, they’re more likely to upsell, get referrals, and make long-lasting business relationships.

Therefore, make sure your sales process includes following up as well as other aspects of selling. 

When you remember these important do’s and don’ts of your sales process, your sales reps will be more successful and your customers will be more satisfied.