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The Sales Process

The sales process is enacted by creating events and measured by gaining commitments.

Event – an activity that moves the sale forward.
Commitment – an action that you want your prospect to carry out.

The approach means that organisations can inspect and measure the progress of complex sales in a qualitative way. Equally importantly, it enables management to coach individual salespeople effectively, add value to sales campaigns and ensure that necessary skills and processes pervade throughout the organisation. See the impact of doing this by  looking at the mathematics of selling.

Salespeople respect what you inspect ... not what you expect!

The ability to measure and inspect activities within complex sales cycles is essential.

Most organisations do inspect. But few inspect the events that are required to control and win the right business. This is because the correct skills and processes for their business model are not in place. They measure what they can, usually internal measures such as number of sales calls or prospect names. These measures don’t add value to the management of the sales process, so don’t help to deliver results in today's complex and highly competitive market place.

Looking at the Whole Sale as a Process

There are three basic types of salespeople:

• Those who can only see the next meeting, and essentially work blind
• Those who concentrate on the evidence they can provide to prove they can meet a prospect’s needs
• Those who plan who they are going to see, when and what actions they are going to get them to take: what commitments they are going to secure

All salespeople need to think beyond the next call, think in terms of commitments, not just evidence and always have a plan that looks at the whole sale as a process.

How we can help

We work with you to develop your salespeople into:

• Counsellors who create or uncover needs in the prospect’s mind
• Storytellers who give evidence in the form of relevant cases and references
• Businesspeople who qualify in or out of opportunities objectively and quickly
• Project Managers who get the customer or prospect to commit to actions that will progress the sale

We focus on the skills of Need Creation, Giving Evidence, Qualification and Gaining Commitment, on sales patterns and on how to manage and control campaigns. This helps your salespeople to be first past the winning post or to drop out of the race quickly to free up time to find better opportunities.

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