Successful sales teams follow a sales process. Research shows that 95% of successful teams closely adhere to their sales process—while only 69% of underperforming teams do so.
What exactly is a sales process and how is it different from a sales methodology? Which should you focus on to get the best results?
In its simplest form, a sales process is a repeatable set of steps sellers use to guide prospects through each stage of the buyer journey. A structured sales process starts before reaching out to a prospect and continues after a deal is closed.
Teams that follow a straightforward sales process have a framework with multiple benefits. Most importantly, they can build strong customer relationships that are a foundation for future business.
How Does a Sales Process Differ from a Sales Methodology?
Sales methodologies are guiding principles that determine how to implement the sales process. The methodology drives the process and, in doing so, improves sales effectiveness and helps strengthen selling skills. Sales process and methodology work best when developed and implemented together.
For example, a consultative selling methodology focuses on the advisory aspect of sales. It prioritizes understanding customer wants and needs before proposing a specific product or service. Closing deals depends on asking the right questions and discussing solutions that will work best for your client.
It follows that a consultative sales process includes defined steps for investigating, questioning, and probing wants and needs before proposing solutions, convincing the customer, or asking for the business.
A methodology without a corresponding sales process is only marginally effective. Sellers have guiding principles but lack a step-by-step guide to sales activities. These teams don’t share a common language and don’t approach their prospects consistently across the sales organization.
Selling without a sales process is like filling your gas tank with premium but not having directions to figure out where you’re going. The result? Lots of aimless wandering.
6 Steps of a Successful Sales Process
A structured, sequential sales process is key to acquiring long-term profitable accounts and generating predictable revenue. A sales process doesn’t have to be complicated. The most effective ones include these six steps.
Step 1. Conduct Pre-Call Research
The first step in the process happens before the first meeting with a lead. Sellers research and investigate potential customers thoroughly. This information helps each seller provide value as an expert and strategic resource.
The type of information sellers should track down includes company updates, industry news, and market trends. Sellers must show up with enough knowledge to handle any question asked during discovery calls.
This type of pre-call preparation gives your sellers an edge over competitors who don’t invest time into learning all there is to know about the customer and current issues they may be facing.
Step 2. Determine Buyer Communication Style
Being knowledgeable about a potential customer’s business and possible needs is vital, but it’s not enough. Your sellers also need to be able to identify a buyer’s communication style so they can adapt and build trust with the client.
There are many clues to understanding a buyer’s style. Do they prefer small talk or do they get straight down to business? Do they like knowing all the details or are they more comfortable with bigger picture information to inform their decision making?
Sales assessments can help sellers understand their own behavior preferences and shed light on the different styles of their customers. Knowing the answers to these types of questions and figuring a prospect’s style out quickly goes a long way toward building rapport and closing the deal.
Step 3. Ask Strategic Questions
If you’ve been in sales for a while, you know it’s often the case that a customer is aware of a problem but doesn’t know the root cause.
For example, they know their manufacturing process could be more efficient, and they’re having issues with on-time delivery. But they either aren’t sure why it’s happening or they’ve decided on one cause while there are other issues at play.
To get to the root of your customer’s challenges, your sellers can use an open-ended questioning approach. These questions will uncover much-needed information and lay the groundwork for becoming a trusted partner rather than just another vendor.
Step 4. Apply and Recommend
When a sales professional has gathered all the necessary information, they can apply this knowledge to recommending a product or service that’s right for their prospect’s needs.
Unfortunately, many sellers try to shorten the sales cycle by jumping ahead to a recommendation before asking probing questions and guiding buyers through their decision-making steps.
Following all the steps in order is key to making sure your buyer feels like they’re making an informed choice based on the recommendation of a trusted partner.
Step 5. Convince, Negotiate, and Close
We see too many sales professionals rush into a sales negotiation with price alone on their mind. They focus on how they’re going to protect price, without really understanding what other terms are acceptable or safe for the client.
Before entering the final stage of the process, your sellers must define the unique value proposition your product or solution offers to the customer. Understand their specific pain points, objectives, and desired outcomes. Quantify the potential benefits—such as increased productivity, cost savings, or competitive advantages—to build a strong case for your offering’s value.
To foster a long-term relationship based on trust and mutual success, understand what constitutes a “good deal” from the customer’s perspective before asking for the business.
Step 6. Follow Up
The sales process doesn’t end once a seller marks the deal as “Closed/Won.” In fact, it’s important for your sales team to have a detailed follow-up plan whether the deal was won or lost.
Often, the best cross-selling and upselling opportunities arise after the customer has already made and enjoyed a purchase. Make it part of your sales process to follow up with existing customers to ensure they’re happy and to suggest appropriate upsells and cross-sells.
This will help your team build long-term relationships—even with those who didn’t buy from you in the past—and increase the likelihood of closing more deals than if they move on after the deal is closed.
Empower Your Sales Team with an Effective Sales Process
Does your sales team have a sales process? Do they follow it? Can they implement these tactics and avoid common selling mistakes?
Winning sales teams require a straightforward sales process, selling skills, and experience. Sales training can give your team a sales process that works to build your business. Find out how your sellers can be more successful with The Brooks Group’s IMPACT Selling® training program.
