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What Comes After The Sales Process?

by Dave Kurlan

2 minute read

    This is the third in my series on the crucial importance of Sales Process.

    In the popular first article I compared various types of shoes to the many different versions of sales processes that we see at companies.  In the equally popular second article, we discussed the benefits, both obvious and not so obvious, to a formal, customized, staged, milestone-centric sales process.

    I know it sounds scary and difficult, but it’s not.  We collaborate, retain the best of what you are already using, fill the gaps and focus on optimizing the sequence so that the process builds on itself.

    After demonstrating various states of incomplete processes and touting the benefits of a complete one, it’s only natural that our next discussion focuses on what to do after you have asked a sales expert to build a perfect sales process for your company.

    Step 1 – CRM Integration

    Depending on which CRM application you use, this can either be fairly easy, with little in the way of additional fees, or complicated, time-consuming and expensive.  Either way, if you don’t integrate your perfect customized sales process into your imperfect CRM application, you wasted your time and money rolling out both of them.

    Step 2 – Introduction to Sales Management

    Before you can introduce the new sales process to your salespeople, your sales managers must understand it, embrace it, own it, and be able to coach to it.  That requires some training and coaching for your sales managers.

    Step 3 – Introduction to the Salespeople

    It would be nice if you could simply introduce the new process with a power point and tout its benefits but that’s not realistic.  To get your salespeople to open their minds to a new way of selling requires a formal, day-long kick-off, where the sales process is not only introduced, but brought to life and demonstrated through role-play.

    Step 4 – Ongoing Training -

    The sales process introduction must now be reinforced through on-going training with repetition and the opportunity to go wider and deeper on each milestone and stage. Your salespeople should be exposed to the type of conversations they must have to move from milestone to milestone and stage to stage to more effectively move opportunities through process and pipeline.

    Step 5 – Consistent Coaching -

    Sales managers must coach their salespeople to reinforce the strategies, tactics, competencies and methodology required for success.

    Building a formal, customized sales process is only the beginning.  It’s only then that your training and coaching have context, a common language and understanding that will drive sales excellence and results.

    Dave Kurlan

    Dave Kurlan

    Dave Kurlan es un orador de alto nivel, autor de best-sellers, presentador de programas de radio, emprendedor exitoso y pionero de la industria de desarrollo de ventas.

    Dave es el fundador y CEO de Objective Management Group, Inc. (OMG), la empresa líder en evaluaciones de candidatos de ventas y evaluaciones de fuerza de ventas, donde obtuvo el reconocimiento a “la mejor herramienta de evaluación de ventas para 2011-2015”.

    También es CEO de Kurlan & Associates, Inc., una firma de consultoría internacional especializada en desarrollo de fuerza de ventas, y nominada en tres ocasiones al Inc 5000.

    Ha escrito dos libros, incluido el best seller Baseline Selling: Cómo convertirse en vendedor superestrella mediante el uso de lo que ya sabe sobre el juego de béisbol.

    Contribuyó con muchos otros autores como Stepping Stones, Deepak Chopra y Jack Canfield.

    Su popular blog Entendiendo la Fuerza de Ventas, fue nombrado el Blog de Ventas y Mercadotecnia más importante para 2011-2015 y fue incluido en el salón de la fama de ventas y mercadotecnia en 2012. También fue nombrado entre los 50 más influyentes en ventas por 4 años seguidos.

    Dave Kurlan is a top-rated speaker, best selling author, radio show host, successful entrepreneur and sales development industry pioneer.

    Dave is the founder and CEO of Objective Management Group, Inc. (OMG), the leader in sales candidate assessments and sales force evaluations, and named the Top Sales Assessment Tool for 2011-2015.

    He is also CEO of Kurlan & Associates, Inc., an international consulting firm specializing in sales force development, and named three times to the Inc 5000.

    He has written two books, including the best-seller Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball.

    He contributed with many others authors, including Stepping Stones, with co-authors Deepak Chopra and Jack Canfield.

    His popular Blog, Understanding the Sales Force, was named the Top Sales & Marketing Blog for 2011-2015, and he was inducted into the Sales & Marketing Hall of Fame in 2012. Dave has also been named to the Top 50 Sales Influencers for 2012-2015.

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