The Ultimate Sales Process Guide

The only way to Increase Sales

1. Increase Sales Activities (contacts, marketing, etc.)
2. Increase Average Transaction Size
3. Increase Conversion Rate
4. Introduce New Products and/or Services
5. Expand the Market
6. Discover and then satisfy your client’s authorized buyer’s emotional Wants & Needs through the integration of your products/services into their process. Help Client understand a “Want” vs. “Need” (as applicable).
7. Create a profoundly deep and professionally intimate relationship with your client (become part of their process to achieve success)
8. Capture the Niche by establishing Unique ability to serve the Market (provide a unique solution)

Table of Contents

The Ultimate Sales Process Guide			1
	The only way to Increase Sales		1
	An Effective Sales Process		2
	Sale Classifications		3
	Sales Phases		3
		Before you try to sell anything – Prepare well	3
		Identify Target Clients	4
		Discovery	5
		Guidelines for Discovery	6
		The Most Important Sales Tool	6
	Closing		6
		Value Points	8
		Advanced Skills	8
	The line of Inquiry — Pattern of Questions		8
		The goal of every sales contact is to advance the opportunity	8
		1. Current State	9
		2. Desired State	9
		3. Obstacles/Challenges	9
		4. Issue Motivators	9
		5. Buying Motives	9
		6. Resources, Authority, Probability	10
		7. Past Solutions	10
		8. Ask for the sale	10
Key Marketing Concepts			10
	The Marketing Challenge		10
	Fighting the Clutter Factor		11
	Effective Strategy to Increase Sales		12
		Identify and Avoid/Satisfy Prevailing Customer Complaints (by Industry)	12
	Competitive Advantage		12
	Avoid Platitudes		12

An Effective Sales Process

1. Is a multi-step methodology that is:
   • Repeatable
   • Manageable
   • Consistent
   • Sequential
   • Transferable
   • Client Focused
2. Transforms services/products into revenue in a cost-effective way
3. Includes performance goals, measurement procedures for those goals and analysis
4. May be composed of many sub-processes
   • Engaging in a Common language (learn the client’s language and technical terms)
   • Learning the Client’s: Needs, Wants, Emotional Hook, Company’s Internal Dynamics, etc.
   • Development Steps, Marketing, Discovery (Line of Inquiry), Closing
   • Ongoing process for
     • Analyzing sales opportunities
     • Prioritizing strategies
     • Managing / Measuring / Tracking objectives attainment
     • Overcoming Pricing Pressures
     • Training, Professional Development and Energizing the Sales Team
     • Deepening the Relationship
5. An Effective Sales Process Develops a Close & Long-term Relationship with the Client
6. The foundation of an Effective Sales Process is proper & timely questions
7. The goal of every contact is to advance the opportunity.

Sale Classifications

1. Simple
   • Few applications /options / One Decision Maker
2. Complex – Usually involves multiple players
   • Buyer has many options
   • Seller has many options
   • Many levels are involved
   • Organizations decision-making process is complex
   • There are several/many Influencers

Sales Phases

Before you try to sell anything – Prepare well

• Secure a competent understanding of your products/services, including real Value (to your Client)
• Conduct Competitive Intelligence
• Complete your Unique Selling Proposition Analysis
• Ensure that your Sales team understand your Client’s products/services, as well as their processes, methods of selling, etc. How do your products and/or services fit into the client’s world (both, within the Big Picture and precise application(s)) according to their perspective?
• Creating an effective online presence of

To be continued…

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