The Sales Process: You need more than Objectives

Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares. Rosser Reeves

Sales processes are typically confusing to many so it’s no surprise that many business owners can’t tell you what theirs is and the ones that can, typically frame it as high level objectives. And even though I’ve inquired to some very accomplished sales people what methodologies they feel are most appropriate, most have had trouble detailing them. The classic response is that sales is about building relationships and it is but there’s a reason people have trouble finding good sales representatives, it’s because many simply don’t know how to go about building relationships with prospects in an effective way that works for their business. Talking about objectives isn’t specific enough; you need to drill down to techniques and methodologies (they’re synonymous) and decide which ones are most appropriate for a given situation.

For example, knowing that increasing the number of touch points will increase the probability of a close isn’t enough. Nor is indicating that a sales representative needs to keep in touch, they need to know how to do it comfortably. Sales people need to have methodologies such as knowing to call to inquire if the prospect has been able to connect with a reference or e-mailing to summarize offerings, etc. It may seem like micromanaging but I’ve never been in a sales strategy meeting where it didn’t get down to this type of detail and the participants didn’t feel it was worthwhile. It’s about making sure the sales rep is well prepared so they’re more likely to be successful.

Sales objectives should precede methodologies but both are important to develop and understand well. Sales are too important to be done in a cavalier fashion.

Sales Process

1.       Objective: Identifying and connecting with prospects

There’s confusion as to how to effectively prospect. I can’t tell you how often it becomes the focal point of conversations I have with business owners as they struggle to figure out how to best go about it. Everyone wants the secret sauce; I believe it’s unique for every business and needs to be pertinent to the times. What this means is that the business offerings (their value propositions) need to be relevant and promotional tactics and strategies need to be able to make it on to people’s radar.

Sales focus (push):  it’s about getting to meet with prospects

·         Leveraging networks to facilitate introductions. I’ve heard this suggested as being the most effective tactic/method but it’s important to note that developing a network takes time.

·         Leveraging referrals

·         Buying prospect lists, and cold calling

Marketing focus (pull): it’s about getting found

·         On line: Websites, Blogs, SEO, etc.

·         Off line: Signs, Events, etc.

·         Common to on or off line: Advertising, e.g., promotions, Calls to action, video (YouTube, TV), audio (Radio), etc…

Considerations:

·        Given the increase of on line/social forums, consumers have a much louder voice than ever before which has created a shift, where pulling more and pushing less is considered more productive. This is because manipulative tactics are less effective as consumers are becoming savvier and more cognizant of disrespectful and manipulative behaviours. There is some confusion about this as the effectiveness of Neuromarketing tactics has not changed, i.e., humans are still very predictable in how they will react to certain stimulus. For example, using contrast (before and after examples) is an effective and compelling technique to demonstrate benefits. The trick is that it has to be credible.

·        Marketing is typically a key component in any sales process given its purpose is to generate leads. Many factors go into it but it’s always about communicating in a way that resonates with prospects and generates interest.

·        A common tactic regardless of a sales or marketing focus is to go to or be where the best prospects are. 

2.       Objective: Get to know your prospect, and make them comfortable. Build rapport.

·        This about communicating in a way that puts prospects at ease by conducting yourself in way that generates trust. Trust maybe earned over time but you need to establish it as soon as possible. The better you can “read” a prospect the more likely you’ll be able to respond to him or her in an effective manner. Many experts suggest mirroring (literally adopting their posture) and using the prospect’s language.

3.       Objective: Investigate/discover their need/problem. Ask questions – generate interest.

·        The objective is to discover how you can help them in a non-threatening, comfortable manner. Being respectful of their time while taking the time required to discover their concerns is a balancing act. Efficiency is important to keep a prospect from disengaging.

4.       Objective: Show you can solve their problem. Provide solutions.

·        Using Storytelling to demonstrate how you can solve their problem is considered to be very effective but an actual demonstration is good too. You need to show them, in a compelling manner, that you can solve their issue(s), while being efficient and respectful of your prospects and their time. Pitching is an art and taking the time to learn how to do it well can be a great investment. Think about what a difference a minor change in closing ratios can make. Avoid use of methodologies that are likely to be perceived negatively such as “death by Power Point”.

5.       Objective: Involve the client in the solution.

·        Have them try it. There’s a reason so many businesses offer free samples. Try it, you might like it.

·        Education: Sometimes free samples aren’t practical so another very effective method is to “educate”. Obviously this needs to include benefits but it can also be a very effective way of establishing your business as an authority. If a prospect feels that you can provide the best product or service then they’ll do business with you.

6.       Objective: Negotiate. Overcome objections. Ask for action. Close the sale.

·        I like the Win, Win or walk philosophy meaning it needs to work for everyone or there’s no deal.

·        When it comes to objections many successful sales people like to include rationalizations for the most common ones in their pitch. It can save time if the prospect has those concerns but it wastes it if they don’t. To the extent possible, customize the sales presentation so that it is most applicable to the prospective client.  As well, address objections as they become evident. The key is to be comfortable in addressing objections which means doing the required preparation work.

7.       Objective: Sustain – Follow up. Nurture the relationship.

·         Ideally you want them to be so thrilled with your product or service that they actively advocate for you and, unfortunately, that takes a lot of work.

Additional Considerations

Cost of acquisition: There are always many potential permutations and combinations but typically the most important consideration in sales is the cost of acquisition of a new customer. If your budget is limited then lower cost methods will be used but at the end of the day they better attract business or you’re wasting your time.

Relationships: It’s always about developing relationships which in turn, is always about developing and maintaining trust. The telemarketers that keep talking even while you’re hanging up are a great example of what not to do. And while you may think the need to build relationships isn’t necessary for one transaction businesses it is if they want to get any referrals. It’s even true for a restaurant where someone may try it on a whim, but it’s more likely that they’ll go there because it was recommended and they won’t return if it wasn’t a good experience.

Focus: Strategizing to figure out what methodologies will prove effective is necessary if you want good sales numbers. And as with everything, it takes lots of practice before proficiency is established.

Context is an important part of focus. Trust is important in the context of the product or service you provide. It’s not about making friends although that may happen. Friendship implies a mutually beneficial relationship that’s not based on money. An example of not considering context is when I saw a “professional” spend a lot of time telling jokes in an effort to put prospects at ease. It didn’t work because even though he was funny people weren’t there to listen to unrelated jokes. Focus needs to be maintained on why the prospect is giving you their time.  You wander off, so will they.

Flexibility: A common mistake is to think of the sales process as linear. It will be much more effective if you think if it as, “If x, then a.”, “If y, then b.” etc. Or think of it as using the appropriate methodology, technique or tool for the situation.

Credibility: A good test for whatever you do is to ask whether it will increase your business’s credibility. If it doesn’t then don’t do it. And trust your gut, it always knows what right for you.