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Topics Covered: <a href='/resources/search/?query=Sales Management'>Sales Management</a> | <a href='/resources/search/?query=Sales process'>Sales process</a> | <a href='/resources/search/?query=sales approach'>sales approach</a> | <a href='/resources/search/?query=sales advice'>sales advice</a>
Sales Strategy
Jul 21, 2016 | Rhys Metler, SalesForce Search lock

There’s no doubt that having a clear, consistent, and well-defined sales process is critical to success in sales. Your sales people need a proven and documented approach to sales in order to effectively close sales time and time again. It offers them guidance, tools, and metrics to do their jobs more effectively. In fact, a sales process can take your business to the next level.

However, even though you might already have a sales process in place, it doesn’t mean that it’s effective. It doesn’t mean that your sales people are benefiting from it. In fact, it could be hindering their efforts.

You need to continuously improve and update your sales process in order to ensure that it remains relevant, current, and effective. Here are some easy things you can do to improve it today.


1. Understand Your Ideal Buyer
Not everyone is interested in what you’re selling. That’s just a fact of life. To start off your sales process as strongly as possible, make sure that your sales people first understand your ideal buyer.

Your sales people should only be targeting leads that are actually willing and able to buy what you sell. Otherwise, they’ll end up wasting a lot of time, resources, and efforts on leads that will never purchase from them.

To make sure they’re focusing on the right leads, create buyer personas and an ideal buyer profile. They should be researching their leads and prospects and ensuring that they match your ideal buyer before they start to pursue them. Once you understand who is most likely to buy from you—what industry they’re from, how big their companies are, what geographic locations they’re in , etc.—the more likely you are to get the sale.

2. Get Personal
Customers today want to feel a personal connection to the brands they buy from. And they expect to get tailored solutions for their exact needs, wants, and pain points. This means that your sales people need to start getting personal. They need to tailor their content, their conversations, and their solutions to their buyers’ unique needs. They need to spend the time required to develop trust and build relationships.

3. Become Buyer Centric
To be effective, your sales process must now be buyer centric. There’s no longer a question of where the power lies—the customer has all of the control. Therefore, your sales people can no longer act as if they have all the answers, that they know what’s best for the buyers, and that the sale is all about them and their commission cheques. They must demonstrate that they can add value that the buyer will appreciate. They must understand that they must work with the buyers to come up with solutions together. They must be buyer centric in their words, their actions, and their selling techniques.

 4. Turn Your Sales People into Advisors
Sales people today should no longer sell—they should advise. This is the role that buyers want them to have. Your reps who use aggressive sales tactics, who are tenacious, and who doggedly pursue leads and don’t give up won’t succeed in today’s sales environment.

Instead, you must guide them to become advisors during the buyer’s journey. This is how they’ll close sales. They need to focus on offering help, on giving recommendations, on thoughtfully answering questions, and on providing valuable content if they want to gain a prospect’s attention.

 5. Automate the Sales Process
If you want to help your sales people succeed, then there’s one simple thing you can do: automate your sales process. By giving your sales reps the tools and technologies they need, you can improve efficiency ten-fold. Implement a customer relationship management software program to eliminate mundane data entry, to help your sales team keep track of client data and interactions, to help them gain valuable prospect intelligence, and to help them communicate more effectively.

About the Author: 
Rhys-MetlerRhys is a tenacious, top performing Senior Sales Recruiter with 11+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and two daughters, BBQing on a hot summer day, tropical vacations and cottaging.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.

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