The Benefits of Defining Your Sales Process

By Kathryn McDowell: 

Whether you realize it or not, the people who have the most success with sales have a formal process for making those sales even if they might not be aware of it. Regardless of what service or product your company sells and regardless of how large or small your business is, you can and will benefit from defining and identifying the process of sales.

If you don't have a defined sales process then how will it be possible to manage the operation of sales? You will be able to know what you have or have not achieved but you won't know how you achieved it or what went wrong to make you not achieve it.

Management is not just about getting results, it is about being able to get consistent results. In order to effectively accomplish this you will need to both know and understand how to get consistent results and why you need them. These are some of the elements of sales that can be monitored and acted upon when the need arises for them to be refined and corrected.

Being able to achieve consistently better results is the outcome when you do all of the right things correctly and having a sales process will assist with this. When you miss out with possible sales and you are not using a defined sales process, you will not have the ability to know what prevented the sale and what areas need to be improved on.

Organization that use a defined sales process will find it easier to:

  • Introduce new services and/or products
  • Sell discount and value less
  • Effectively up and cross sell
  • Present benefits and features effectively
  • Qualify leads
  • Target prospects

Those who do not have a process or even those who do not consistently use this process in sales will find that they are seriously underperforming in the sales arena.

There are key principles that can be part of any sales process. They include having a flow that is logical and easy to be broken down into various parts that can be monitored and adapted to various selling situations and altered to allow for variable market conditions.

Many times, organizations will develop sales techniques and processes that will fit the way the organization would like to sell as opposed to developing these processes based on the way their clients/customers buy. That said, all customers will not buy in the exact same way so it can be a challenge to create a process for sales that can accommodate this.

There is a great deal of evidence for the effectiveness and power of a well thought out and consistently used process for sales. For those who may already have a process for sales, when was the last time it was revised?

When was the last time it was reviewed? No matter what your situation might be, what is it that is stopping you from improving or instituting a process for sales? All evidence points to it being a tremendous help to performance.

Kathryn McDowell has over 20 years of sales and management experience. She feels the best way to boost sales is to provide excellent sales training and incentives to the sales force

Date Posted: 
15 Jan 2015 - 12:15pm