Developing Sales Process

By Thomas Fee

Sales process is the description of the recommended steps for conducting a sale. For some organizations the cycle is lengthy and complex. For others, it is simple.

If the process is a bunch of complicated and disconnected issues, it is not worth the time necessary to create a document. If, on the other hand, the Sales Process is documented properly, it will prove to be a very important tool for sales and management alike.

Design Process

First, the phases of the sales cycle should be identified. These are the broad elements of the process. They are common to all sales processes but may require tailoring for specific approaches.

Here is an example of phases of the Sales Process:

    • Prospecting – identification and selection of prospective customers

    • Qualification – defining whether a sales opportunity exists

    • Discovery – data gathering, information exchange, needs analysis

    • Solution – demonstration of compatibility and solution fit

    • Implementation – execution of agreements, hand off to client services

These phases are the foundation on which the process will be built. They should be few in number, simple and descriptive. Try to avoid phases that emphasize individual accomplishments in the sale, such as closing. Instead try to make each phase as broad a possible.

The Documentation Matrix

Once the phases of the Sales Process have been identified and defined, develop a matrix that identifies the steps within each phase. For example:

The steps, objectives, participants and deliverables are defined as follows:

    • Steps describe the events or activities involved in accomplishing each phase of the Sales Process. There are several steps within each phase.

    • Objectives describe the desired results or outcomes of each step.

    • Participants are those individuals or entities involved in executing each step.

• Deliverables are a list of the means, resources and collateral materials available to help perform each step.

Documentation Process

Note, that in our examples, we state a single objective for each step. In reality, steps may have multiple objectives. Starting with the first phase, list all of the events and activities used in lead generation.

Here are some examples of the steps used in prospecting:

    • Step:................... Direct Mail

    • Objectives:........ Create response leads for telephone contact by sales

    • Participants:...... Communications Department, Advertising Agency

    • Deliverables:.... Marketing Data Base, lead-tracking system

There should be as many steps as necessary to describe each of the major activities involved. Steps should include general descriptions of the activities.

Next, move on to the qualification phase. Here is an example:

    • Step:................... Opportunity assessment

    • Objectives:........ Determine whether a sales opportunity exists

    • Participants:...... Sales Rep, Account

    • Deliverables:.... Sales Plan section on qualification, Buying Readiness Assessment

Sales Process can be confusing because there is some overlap between the phases. The process helps to remind the sales team of two things; the progress of the sale at a given point in time and the events and activities they should emphasize at that point in the sale.

Once basic qualification is complete, the process moves on to the discovery phase.

Here is a sample step for discovery:

    • Step:................... Determine Client business objectives

    • Objectives:........ Identify application requirements

    • Participants:...... Account, Sales Rep, Pre Sales
    • Deliverables:     Sales plan section of defining account need or problem, identify key solution criteria

The solution phase moves the sale into activities having to do with positioning (i.e. your competitive position in the sale) and strategy (how you plan to improve your position):

    • Step:................... Solution strategy

    • Objectives:........ Document solutions to account business problems

    • Participants:...... Sales Rep, Pre Sales, Client Services

    • Deliverables:     Strategy to win the products/services sale, sales plan section on competitive strategy

Implementation is the process of completing the sale, signing agreements and handing the account off to Client Services.

Here is a sample step:

    • Step:................... Hand off to Client Services

    • Objectives:........ Formal introduction of implementation teams

    • Participants:       Client Services, Sales Rep, implementation teams from vendor and account

    • Deliverables:.... Conference room pilot

For each step, include the objectives, participants and deliverables, which facilitate or result in the execution of that step.

Benefits of Having A Well Documented Sales Process

Having a well-documented Sales Process is inherently valuable; but, beyond this, it provides a framework for tracking sales in progress. A well-documented Sales Process is one-way organizations can simultaneously develop competency while creating a useful tool.

About the Author:

Thomas Fee is the founder of Performance Management Consultants™. Performance Management Consultants™ is dedicated to providing the next generation of professional development enhanced by technology and coaching to enable users to change their behavior resulting in improved performance.

They have developed numerous programs and processes to enhance the skills, behaviors and activities of managers, sales, client service and pre-sales (SE) professionals. Performance Management Consultant’s™ programs address the specific challenges faced by those working in the areas of business practice known as Customer Relationship Management and Complex Sales.

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