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Designing or re-designing the sales processes ready for CRM


How to design an efficient sales process?

To design an efficient sales process you need to prepare a preliminary (standard) sales process and then... start selling yourself. Yes, yourself! Our experience shows that if you don't feel the product and the market, the sales process will be more or less detached from the reality. Just after a few calls, a couple of meetings, certain nuances become visible that deem the process successful. 

What are the phases this process should have?

Generally speaking the sales process is like looking for a wife. First, you need to introduce yourself, and "wow!" the other party. Afterwards, you talk and figure out what SHE wants and needs, build a relationship and, in the end, sign the proper documents. 

Here, we give you a standard sales process that you can reshape to fit your needs:

  • Phase I- Introduction
    • Introducing yourself
    • Elevator Pitch
    • Questions that open up Phase II
  • Phase II- Development
    • Needs analysis (a minimum of 3 real needs of a customer)
    • Diagnosing the Customer Typology
    • Presentation of the product or service
    • Calculation and presentation of the results
  • Phase III- Closing
    • First (preliminary) intent to close the deal (3xYES rule)
    • Second (main) intent to close the deal (3xYES rule)
    • Third (last) intent to close the deal (3xYES rule)
    • Affirmation of the decision
    • Recommendations

Differences between sales to SMB and corporate clients

  • Length of the sales process.
    • With SMB customers the sales process can be aimed at closing during the first meeting
    • Selling to bigger clients always requires longer time
  • Decision maker
    • SMB – typically a business owner or a person closely tied to the owner
    • Big companies – typically a manager of the corresponding department. Oftentimes, different people from different departments are involved in the sales process
  • The place of sales
    • SMB – typically the place where the customer physically conducts his business. Sometimes it's a dedicated office, but the sales reps who work in the field know that at times it's just the back of the store where the meeting is held while standing. 
    • Big companies – typically a conference room or a manager's office
  • Form of presentation– dependent on the place of sale
    • SMB – printed folder with information, short presentation on a laptop
    • Big companies – Power Point presentation and supplementary materials 

The difference between sales in the field and telesales

  1. Advantages of telesales
    1. Cost reduction (mainly savings in the fuel consumption)
    2. Great supervision – all sales reps in one place
    3. Easier training – all it takes is sitting next to a sales rep and connecting a headset
    4. Greatly improved number of contacts with the clients per day. There should be around 10 sales talks aimed at the presentation of the product or service, or about 70-80 initiation calls, aimed at scheduling the product or service presentation
    5. Selling over the phone can be used to generate leads, if the end customer wishes to meet the sales rep in person 
  2. Advantages of selling 'in the field'
    1. Close contact with the customer and forming closer relationships
    2. Easier presentation of the product or service compared to telesales
    3. Possibility to analyze and better understand the business of the customer on site
    4. Some of the products or services cannot be sold any other way. If the customer needs to see something, touch it, smell it, taste it and touch it, field work is often the only solution.
    5. The customers better respond to the company since the sales rep is "a real person", and not just a voice over the phone

How to use lead generation in the sales process?

Lead generation can be easily implemented in your sales process.

The most important things are:

  • providing the sales team with useful information
  • training the sales team, so that the sales reps can effectively engage in a conversation with generated sales leads
  • teaching the sales reps not to drop the ball on leads
  • having the sales team report to the marketing department about the efficacy of the campaign

I have a sales process that doesn't work properly.

If you already have the sales processes set up, but they don't work properly, make sure to review the given information and try to diagnose the causes or contact us about auditing your sales processes.

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