How do you create and embed a sales process?
Firstly, map all of the touchpoints that a sales rep would have with a prospect. From email, to LinkedIn, to proposals, to pitches, contracts and final engagement plans. Understand exactly when and how the contact happens.
All these steps require a script, a process or a template. Whether it’s a call, email or LinkedIn outreach, there ought to be discovery and qualification processes at play. Sales Operations can help you with this, and marketing can add great value here.
Don’t leave this to sales. Work with the analytically-minded Sales VP on systems but use marketing’s know how to assist and enforce strong sales processes.Introduce cheat sheets / playbooks
Recent studies such as The Checklist Manifesto
shows how human error can be reduced significantly with the introduction of simple checklists.
Here’s three examples of basic checklists I’ve used in the past:How I prepare for sales calls & meetings1. Align who owns relationship and client preparation.2. Design story, talk-track and research key contacts (2-3 days before call).3. Map agenda and outcomes of the call.4. Send email note looking forward to call 24 hours prior.5. Close “call” with direct question on “next steps” and double meeting confirmation.6. Have ready follow up email post-call with stats and ROI.7. Spend 10 minutes visualising “intention to action” and “performance”.8. Do facial exercises to deliver clearly.How to run a sales process
OVERVIEW FOR SELLING:
1. LEAD with business case outcomes
2. FIND mobilisers in the sales cycle
3. PRODUCE more prescriptive content in the sales cycle
1. ALWAYS send pre-meeting confirmation email
2. UNCOVER key reasons for the meeting
3. ALWAYS loop in extra colleagues (find and assess "who" is mobiliser)
1. DURING meeting look to double book next appointment
2. ALWAYS send post-meeting email with ROI and outcomes
3. CONNECT with other colleagues in org on LinkedIn
4. SEND follow up confirmation email (affirm understandings)
1. SEND Engagement plan
2. SELL your ability to help build a business case
3. SEND procurement value document
4. POSITION pricing around value statements (especially when adding services)
1. ALWAYS proof proposal with Ed / Hannah / Pete
2. MUST lead with Business "Outcomes"
3. ATTACH timelines and expectations of next steps
1. ALWAYS use Docusign
2. OFFER closing offers before end of quarter
4. SEND information regarding next "upsell" opportunity to client teamHow I follow up calls & meetings
Confirm a list for use and completion before the end of the working day the meeting happened.
1. In room: Get/confirm mobile number of key client(s).
2. In room: Agree next action and next contact date.
3. Debrief outcome/process/relationship 1-4 with all internal attendees.
4. Write echo-confirm-note and send from deal lead - use templates.
5. Add internal notes, debrief scores/notes, cover BAN,T save to Hubpost, share with Topcover / team.
6. Hold back one share/extra from echo note, diarise to send separately 24 hrs later.
7. Add client to database/mktg list.
8. Diarise time / reason to call / text key client(s) within 48hrs.
9. Thank / update other clients / introducers who weren’t present.
10. Identify two relevant nudges and diarise sending for +5 / +10 days.
Question: will this person buy? Do they have the buying power? Find the wider buying circle and team to engage
Sales playbooks can dramatically increase outputs.Create a series of cheat sheets for the sales team to refer to.
Every time they have a meeting, a call or an interaction, what checklist do they need to follow? This process of simple engagement plans ensures opportunities aren’t missed.