Selling can be dependant on a number of different variables. One of these is the process a sales person goes through each time they conduct a sales call or meeting. Developing a sales process that you follow every time can eliminate some variables, which in turn will improve your conversion rate. The key to success is to follow the same process every time with every sales person. This consistency will then allow you to measure which steps do and which don’t work.
Build the process – The first stage is to build the process. White boards and flip charts are great tools for this. Start by laying out, in an ideal world, what you’d like each of your customer’s experience to be. This may start with them calling or coming into your business and showing an interest in a certain product. What information do you then give them? Do you need a one to one sales meeting? Do you need to supply them with a quote? When should you be making the follow up call? All these elements should be built into the process. Remember, the more touches, the better the relationship can become; but be careful, as overdoing it can cause them to feel like they are being oversold to.
Support documents – What documents do you need to back the process up? Try and standardise these, so there is no confusion on what to send. Make them personal, an information pack can be sent out as standard, but add a personal cover letter – 80% systemised 20% personalised. The use of scripts for phone calls can help to make sure you cover all the necessary points and gain all the information you need.
Use the team – Team members will all have their own strengths, try and use these strengths to build the best process possible. If one team member follows up very well ask them to script what they do and teach the others. If one person is better face to face, what is it they do? Using the team to build and assist in the process can be a great way to get the best results.
Feedback – Feedback on the process is possibly the most important part. What is and isn’t working? Get the team’s feedback and also the customer’s if possible. Feedback will allow you to tweak the process for optimal performance. If one person is struggling with a certain element, get them to ask their colleagues to support and provide feedback for them.
Following the process is key. If you don’t follow the process fully and embrace it, you can’t get a true understanding of whether or not it is working. To help get the team on board, make sure you use their expertise and assistance in building the process to start with. That way they will have a certain level of ownership and be more likely to embrace it.
Testing and measuring each stage is key. If you can break it down and use some generic strategies to analyse which elements are working, you will then be able to adjust the process accordingly. Unique email address, phone numbers and web address can help track what stage of the process your customers are responding to and buying.