Six Simple Steps to Defining Your Sales Process

Six Simple Steps toDefining Your Sales Process

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1. Understand the buyer’s journey

2. Define repeatable process steps facilitating buying

process

3. Leverage standard methodology for mapping sales

process steps to key selling skills

4. Align enablement tools with key selling skills/process

steps

5. Identify internal/external deliverables

6. Define qualifying elements for grading pipeline

milestones

Defining Your Sales Process

Alignment with Buyer’s Behavior

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Needs

Solution

Risk

Phase 1Solution Development

Phase 2Evaluation

Phase 3Commitment

Time

Lev

e l o

f B

uye

r C

on

cer n

People Product Company

Cost Price

Why Process Is Important

• A documented set of repeatable sales activities

• Consistent positioning of offerings

• Objective assessment of progress

A repeatable process provides…

…resulting in a sustainable competitive advantage.

4

Sales Process Control Letters

“…clearly defined steps…”

Sales Process Control Letters

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Key Selling Skills = Key Selling Conversations

Milestones Key Selling Skill Conversation to Practice

A to G ProspectingHandshake through menu of

Goals/Reference story until Goal/CBI is admitted

G to C Solution Development Solution Development

C to E Buyer QualificationChampion letter follow up, Negotiating

Access to other Key Players & Decision Maker

E to VOpportunity Qualification

& Control

Set up Sequence of Events and Pre-Proposal Review via the Opportunity

Qualification meeting

V to W NegotiationPolite ‘NO’s

and Give-Get strategies

W to A Account ManagementRefocus Meeting to set up/Interview

customer for quantified results

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Grading Opportunities – Pipeline Milestones

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G “Goal Shared” 10% CoachLetter

Champion Letter

Sequence of Events

Letter

A “Active”

C “Champion” 20%

E “Evaluating” 50%

% difference between ‘E’ and ‘V’ = 40% Divided by # steps in the Sequence of Events Equals incremental % value of each step

W.MWin (100%)

V.mVerbal (90%)

P.mProposal (20%)

L.MLoss/Walk (0%)

Signed documents Update database with

competing vendor info

Verbal approval received Contract negotiation in process

Proposal issued & outstanding

Update loss report database with vendor, No

Decision or reason for walk

“Inactive” Pro/reactive contact made Interest expressed Initial conversation scheduled

Goal(s) shared with seller Conversations documented Sales Process Control letter sent

Solution(s) developed Solution(s) documented & confirmed Access to Key Players agreed to

Key Player Interviews in progress Goal(s) and solution(s) verified Key Players’ Sequence of Events

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• What do buyer’s need from your sales people to make a buying

decision (needs analysis, price quote/proposals, proofs, cost/benefit

analysis, implementation planning, and the like)?

• What skills do sellers need to facilitate the buying process

(solution development conversation, developing a value

proposition, identifying and negotiating access to key players,

managing demos and other proofs, and the like)?

• What enablement tools support the sales process

• What are the internal/external deliverables from the sales process?

• What will be the key qualifying elements to validate pipeline

milestones for the sales process, e.g. “Champion Letter” email?

Questions for Key Stake Holders

Contact:

Jim Naro

President

The Naro Group

Business Partner, CustomerCentric Selling®

Tel: 603.881.7712

[email protected]

www.TheNaroGroup.com

http://www.linkedin.com/in/thenarogroup/

Need help defining your sales process?

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