In part 1 of the series, we talked about the key fundamentals for staying ready so you don’t have to get ready to sell and win remotely!
In part two “Mastering Your Sales Process” we will share the best sales process set up and management that Linehan Group and Awarathon are seeing work best in the fast-changing world of Outbound!
Your morning routine has an incredible impact on how your day unfolds. As Stephen Covey says “Management works in the system leadership works on the system.” Getting your morning ritual optimized is a critical first step in your macro process. We start here because the self-discipline and leadership in managing your time is a critical element of moving through the sales process. Here is what we see works best.
Create – Document – Execute – Feedback – Measure – Improve.
Whether you are selling in the field, selling in the office, selling from home or even your gym you need a process.
Having a solid step by step, go to market plan on an individual, team and company basis is the most critical building block of business development. Great companies have created an optimal sales process, specifically designed for the type of market they are in and the type of product or service they sell.
Beyond price and product/service type, lead time decision-maker level, buyer persona, and ideal specific buyer journey need to be considered.
The sales team leader must set up a best-fit process. One that can be measured and improved. An important question to ask is: “have you or your sales leader thoroughly audited and maximized your sales process’s effectiveness and considered any changes that are needed because of a move to remote working.”
Here’s how to do it:
As a remote salesperson, you can easily begin to feel isolated or siloed. This is not conducive to authentically enthusiastic outreach. Remember, as Ivern Ball said, “knowledge is power, but enthusiasm pulls the switch”. Use video and chat apps like Slack to call your “sales counterparts” for inspiration and sharing of great conversations or wins outside of block booked client call slots.
Putting more emphasis on regular communication will ensure you and your entire team are updated on company wins and developments you can use to influence deals. It allows you to stay united and help each other when necessary.
Reach out and connect with friends and contacts in other industries and parts of the world to refresh perspective and to zoom out to 30000 feet before you zoom back into a surgical approach to selling.
When we think of a sales process, we want to understand it from the perspective of our internal identification of where the client is in the sales cycle. It does however help to align that with where the client or customer is in the buyer journey.
At Linehan Group we use Unaware – Aware – Understand – Believe – Act to determine where our potential customers are in getting to a place where they are ready to act, sign a service agreement.
Step one in the traditional sales process is always identifying your ideal buyer or client. Knowing who the right people are to call and pitch and organizing that outreach is your starting point. In some cases, it is a group of titles within a group of companies and industries who we know to influence the decision. For example, Marketing Directors and Finance Directors in FMCG companies. In some cases, it’s one person, Head of HR for learning and development budgets for example. Many companies spend hundreds of thousands of dollars on buyer persona research projects to make sure they have identified and understood the “ideal client”. Many sales units now have sophisticated lead generation software like our partner White Rabbit which seamlessly aligns with the marketing team’s processes to identify and target the “right people”. The known universe of potential buyers must be identified, prioritized, organized, and engaged through a combined, omnichannel marketing and sales process to have the best results.
As mentioned above the more nurtured and qualified a lead is the better for your momentum and control over next steps in the sales proves. However the lead arrives you must still continuously qualify that lead. This is the part of the process that ensures the person you are speaking to has the budget, authority, need for what you re offering and that the timing is right. Linehan Group offers training on pitch development to ensure you know what to say and how to say it at every stage in the pitch to ensure your clients are moving forward in a committed way at each stage of their buying journey; message us directly to improve your pitch now.
World-class call planning guarantees more productive customer meetings, increased credibility, a shortened sales cycle, and increased sales results. Using an efficient methodology for call planning helps to ensure that each customer call advances the sale. Set unambiguous call objectives, anticipate customer needs, identify potential value, prepare, Keep in mind your clients are also going through big changes and uncertainty. It’s never been more important to sell from your heart. Its also never been more important to ask questions through a world-class consultative, diagnostic process. Even the most basic assumptions can no longer be made. As well as selling empathically, there is a great opportunity for hero selling.
Companies don’t just need more understanding they need cutting-edge interventions to survive and thrive through this uniquely challenging time in history. Salespeople solve problems, and solutions are at an extreme premium in a time of crisis. By getting organized, by getting clear on how you can help your clients by getting disciplined and proactive to execute product and service delivery beyond your client’s expectations, you will help your industry. You also help their industry and the economy at large. You will be using your unique skills and powers to help the world not just make a comeback but to make a leap forward and get in front of objections and visualize the call flow based on role-plays and previous live calls of the same type. This is another reason why you must get your conversations up to sharpen the axe that cuts through dead air and defensive or hostile target objections.
1. Your sales process starts with your preparation and organization. If you are not in the right mindset with an aggressive activity plan, no tools or process will magically get you the results you need to hit your target. Regimented, rituals are the key to unlocking consistent success in the sales process.
2. Review every element of your current process to expose the gaps, leaks and inefficiencies to be addressed and improved on.
3. Remove randomness from language. Understand the customer journeys and how it synchronizes with the internal sales process.
4. Know who you want to engage, and how.
5. Don’t waste time on non-buyers or non-deal influencers.
6. Execute world-class call and meeting preparation so every touchpoint is a “WOW” moment for your potential client.
In Sales masterclass part 3 we will discuss negotiation, closing, follow up and retention!