How To Define The Selling Process

Jun 10, 2022 | sales

If you ask any salesperson what their selling process or model includes, chances are they will tell you different methods each time you ask. Most salespeople do not stick to a single routine. They do not want to read a script or follow a template. Why? Because most have never really given a sales process template a chance. They attempt the process for a day, find it does not provide them with a quick enough sale, and revert to their old methods.

As a business owner, this can be frustrating. The key, however, is to take the time to develop a unique sales process designed specifically for your business—one that will drive sales efficiently. But it doesn’t happen overnight.

Here, we focus on the overarching methodology and how to build a sales process for your business.

What Is A Selling Process?

Let us answer this seemingly simple question before we dive further. What is the sales process? In layman’s terms, a sales process is essentially an outline or a set of steps one would follow to guide a prospective buyer from discovery to a closed sale. It is a repeatable set of actions that help convert a prospective customer into a repeat customer down the line.

Your sales process steps are likely thorough and unique. Therefore, you will need to build a relationship between your company and your customers that helps establish trust, educates the community, and solves any pain points your customers have.

For example, if you run an air-conditioning repair company, it is safe to assume your customers are homeowners who are, at this time, without heating or cooling capabilities. Their broken air-conditioning system is the pain point. Your repair service is the solution.

Unfortunately, the issue here is that you are competing with countless other local businesses. And by local, we do not mean solely in your city. If you have nearby towns or cities in your county, then businesses in those places are in competition as well.

Your business’s sales process map may be intricate or it may be straightforward. The critical thing to remember is that your sales process steps must be unique to you and your company. A template is a fair starting point, but it is only that—a starting point.

What Makes A Strong Selling Process?

If you want repeat business, start with a robust sales process. Ideally, yours will feature all of the characteristics below.

  • Repeatable — At its core, a sales process is repeatable. Your sales team will follow the steps, with your flair included, and repeat each strategy.
  • Concise — If your sales process is convoluted or confusing, you will lose sales. It must be clear and straightforward for the salespeople to follow.
  • Results-Driven — Your end goal is to make money. If revenue is not what you seek from your sales process, you may have to change your priorities.
  • Measurable — A successful sales process is about data. Throughout the entire step-by-step approach, you should record data and implement changes.
  • Customer-Oriented — The customer is your sole focus. You are there to solve their pain points, so the sales process needs to focus on the customer and their journey above all else.

Do You Need A Long Or A Short Selling Process?

Well, it all depends on your product. You will typically find a long sales process at a company where:

  • Your company is more passive, meaning they wait for customers to come to them.
  • The product is somewhat expensive, like electronics or home appliances.
  • The product is built for businesses rather than individual consumers.
  • You offer a specialty product.

In short, most long sales processes stem from B2B products and services.

In comparison, a short sales process is typical of a company with:

  • Relatively inexpensive products.
  • A product focused on consumers.
  • Individuals that buy your product for general use, not specialized service.
  • Customers actively seek out the product, not the other way around.

No matter the length of your sales process, the basics remain the same. You will follow along from the Prospecting phase to the Follow-Up to ensure repeat customers. It is what is in between that stretches out the process.

This has been quite a ride. We hope that, after all of this information, you walk away with a better understanding of not only how a sales process functions but how to use the template found here to start a unique sales process for your company—or, better yet, how to update your current sales process to bring in increased revenue and boost your repeat business this year.

But do remember that unique is the keyword here. Your business is unique. It is yours—your hard work and your venture. The sales process you create is not exactly like any other sales process. It’s tailor-made to help your particular business achieve the most success possible.

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