How many times have you heard the phrase, “process is key.” Over the years, I’ve heard this phrase countless times (and said it a time or two). But when it comes to sales and marketing, how do you know if you have a good process? What are the key elements of a good sales process you absolutely must implement for success?
The Goal of Good Process
Before we dive deep into this subject, we should start with the end in mind. Why should we invest in developing good sales process? Here are a few great reasons:
- Predictable results – a good process is dependable and predictable. It removes randomness and uncertainty.
- Repeatable activity – a good process can be duplicated and repeated for consistent outcomes.
- Tangible outcomes – the output from a good process is measurable.
But, having “a process” in place doesn’t guarantee success. You can buy exercise equipment, but that won’t necessarily lead to good health. It’s the use of the equipment that counts. A good process must constantly be in use and improved for maximum results.
The Outcome of Good Sales Process
When your sales process is humming, it is a great feeling. New leads are constantly flowing into the business. Sales pipelines are growing. Deals are closing. Your growth requires new hiring. And, new thinking about the future. Nothing replaces a repeatable, efficient sales process.
The 3 Key Elements
The list below outlines the key elements of a good sales process with which we see businesses struggle with time and again. Getting these processes working will bring strong and measurable results to any organization. I’ve included a few questions so you can assess your sales process health:
- Lead generation Do you have daily marketing campaigns to your target markets to proactively generate leads?
Do you have outstanding content to support your lead generation efforts?
- Sales planning Do you have an intentional plan to achieve your annual sales goals? Are you realistically budgeting and planning the resources required to reach your goals?
- Team building Are your professionals focused on selling activities, or are they distracted and inefficient? Are you regularly training and coaching your client-facing teams based on the requirements of the position?
By focusing on improvement in these areas, most organizations will enjoy a marked increase in their sales results. Sure, there are other key areas of any sales process, but if I had to start somewhere, this is definitely where I would begin to look for opportunities to improve.
I’m happy to discuss ideas, should you have specific questions on how to improve your sales processes.