It's no surprise that sales teams are most successful when they have an effective sales process in place.
Over the years, we've worked with hundreds of sales teams. And we've discovered that teams that follow a sales process are 4x more successful than teams that don’t.
Following a sales process allows deals to move more quickly and improves communication. And, as an added perk, it shines light on strengths and weaknesses to help you pivot your efforts more efficiently.
But what makes turns a sales process into an effective sales process?
Effective sales processes are adapted by the team. While most new things come with resistance, some things feel natural. The better your sales process, the less intrusive it will be to your sales team's day-to-day tasks.
In fact, when it is effective, it will feel seamless and your sales reps will want to use it.
Similarly, the best sales processes is thorough and documented. We recommend putting your sales process into your company's Sales PlayBook to ensure adoption and revisiting.
In conclusion, focus on making your sales process easy to find, easy to use, and that it covers all the bases!
Let's discuss the 3 simple steps to create a sales process.
3 Simple Steps to Create an Effective Sales Process
Now that we've discusses what makes a sales process effective, it's time to get to the mechanics of creating one.
1. Leverage Your Team
Your sales team is a powerful resource. Each and every person on your team is different, which is a good thing. This means that the varying perspectives and experiences are opportunities to learn from one another.
Leverage your team by sharing success stories and selling best practices.
Related: What Happens When Top Producers Share Their “Secret Sauce”
To make sure you're getting the most from your team when you create your process, you're going to want to ask a wide range of people the same questions. Run a survey on a platform like SurveyGizmo to get anonymous and honest answers.
Then, analyze the results of the survey to make informed decisions about your sales process. No only will this process give you the proper insight you need to make sure the process works, it will create buy-in from your sales reps.
With the survey, they will have made contributions to the success of the new process and will be more inclined to adopt it.
2. Document Your Sales Process
Let's start by comparing a sales process to a recipe.
Have you ever baked a dessert from a recipe? If you've made it twice, did you follow the recipe both times?
Documenting your sales process is a lot like having recipes, believe it or not. Sure, over time there are recipes that you make so many times that they become second nature. But until you learn the skill of baking or cooking, following directions is the difference between food poisoning and a delicious dish.
Once you become an experienced baker or cook, you also learn the power of quality ingredients, and the difference it makes in your dishes.
When it comes to creating an effective sales process, the same is true. If your team is “winging it” every time they’re out selling, they aren’t following the recipe. This means that they are missing opportunities where they otherwise wouldn’t. It also means that they are making mistakes or creating more work for themselves.
Documentation is a key to creating an effective sales process.
So, if you want to create an effective sales process, document each and every step in your Sales PlayBook.
3. Review & Revise Often
You’ve leveraged your team to build out the steps for your sales process and you’ve documenting it in your Sales PlayBook. Now what?
First, use the process! Have your team follow the effective sales process you’ve just built and gather as much feedback as possible. Ask prospects, clients, affiliate partners, and the sales team using the process what they think.
Consider asking the following questions:
- Did they feel negative or positive about the experience?
- Were there stages in the relationship that moved too fast or too slow?
- Did the process make sense, or were there gaps?
Things change quickly in sales. So, make sure to review and revise your process often. Add new success stories and include feedback in your Sales PlayBook. And as you craft your brand new, effective sales process, don’t forget to step back and appreciate the recipe for success that you’ve just created.
Remember, sales processes exist to make the sales process more enjoyable for everyone involved. Make sure you keep your sales process evolving with the needs of your sales team and your potential clients. Otherwise, you're setting yourself up to lose opportunities in the long run.
Building a Sales Process for Repeatable Success Read Now