One of the first things I usually find out when I visit a new client is that they don’t have a sales process mapped out for their company. Every company’s sales process should mirror their customers buying process. Without a sales process, the selling experience is much more difficult to manage or to obtain consistent results … it also can cause major confusion all round!
Selling is a process, without a sales process the buyer will feel at least one the following…
“You had a chance to gain my commitment but missed it”
“You didn’t know how to justify the cost of your product/service”
“You’ve left it too long to follow up”
“You’ve just talked at me at not helped me”
Selling is just like any process, a good one will help us be more effective and focused on what we are trying to achieve at each stage.
The Sales Process: Step-by-Step
1. Qualifying Leads
According to the ISMM, 79% of all marketing leads don’t convert into sales. That’s why it is crucial to qualify leads effectively from the start, focusing on the 21% that do convert. At this stage, we ask the tough questions to determine if the prospect is genuinely interested in engaging in our sales process. The goal isn’t to convince them to buy immediately but to decide if they are a suitable candidate for us to sell to. If they are, we should ask directly for their commitment to move to the next stage.
2. Discovery
Once a prospect is qualified, it’s time to delve deeper into their needs. During this stage, we explore their motivations for purchasing, using open-ended questions to uncover both their business requirements and emotional drivers related to our products or services. Here, we identify the gaps we can potentially fill and demonstrate the value our offerings provide. It’s crucial to secure their commitment to move to the next stage, confirming they are serious about doing business with us and are ready for a solution that adds value to their organisation.
3. Proposal
After the discovery stage, it’s time to present a solution that meets the prospect’s identified needs. This can be done through various formats such as an email, a written proposal, or a full presentation, depending on the buyer’s expectations and the deal’s value. The key is to show that we understand their requirements and have a compelling value proposition to meet them.
4. Negotiation
Negotiation isn’t just about price—it’s often about clarity. Some buyers enjoy negotiating, while others may need clarification, or their requirements may have changed. This stage is a chance to ensure that everything is understood, that the solution aligns with the prospect’s needs, and that they feel confident moving forward. Don’t skip this step—it’s your opportunity to address any remaining concerns and to reinforce the value you’re offering.
5. Asking for the Business
If you’ve followed the process correctly, asking for the business should feel like a natural next step. You don’t need to know 100 different ways to close a sale; just ensure that at each stage, you’ve qualified the prospect and gained their agreement to proceed. When you ask for the business—politely, of course—the prospect should already be expecting it!
A well-defined sales process aligns your sales efforts with your customer’s buying journey, ensuring clarity, focus, and ultimately, success. If you’d like to learn more about creating an effective sales process for your business, please feel free to contact me. I’m here to help!
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