To define a sales process that is profitable, successful and effective is challenging. Therefore, it is necessary to build a marketing flow that works, that is replicable and scalable as required by the company for the sale of greater volumes of products.
The sales process consists of a series of steps that aim to take the clients from the state of “prospect” to the state o “clients in the portfolio”.
Steps to define the process
- Review the successfully closed agreements
We must check the contracts or agreements that were closed successfully in order to reflect on it by making a series of questions:
- Which ones were the steps to follow during the process?
- Which ones were the contact points with the customer?
- How long did the process last?
- How long did it elapsed between each phase?
- Turn the observations into an example
Each sales process is different, but there are commonalities that can be distinguished that, although they may be a bit generic, are a good starting point. During this step, not-listed and relevant stages to the construction of this overarching framework should be included in the previous sections.
- Define actions to move the clients to the next stage
Our goal during this step is to figure out why the potential clients go from one stage of the process to another one. We must identify the reasons for the progress of the prospect.
- Replicable in time
One of the more important aspects to keep in mind is that the design of this process, although it delivers good results, will never be terminated. At first, after the research, some adjustments may be required due to unforeseen situations or exceptions that were not addressed. In the long term, the sales
team must find ways to work more efficiently, within the addressed framework for the process, that will evolve the sales process.
Measuring of the sales process
After answering the question “how to define a sales process?”, as the plan is implemented, it will be necessary to identify which are the key metrics that must be quantified at each stage.
Such questions may be asked:
- How many prospects were achieved? How many were lost in a determined period of time?
- Which is the average time spent by the potential clients in each stage?
- In which sections can this process be accelerated?
These are the measurable basic aspects that can be found in the vast majority of sales teams. It is very likely that there are other specific metrics, according to each business line, that will be very useful for measuring the stages of the process, for identifying the success achieved, and for improving them.