National Sales Center

The Sales Process Is The Only Way To Sell

I’m challenged to find a more confused, if not abused term than the “Sales Process”. So, where are we now with the term “sales process?

The Sales Process Definition

We are all entitled to our own opinion when it comes to defining the sales process. The first step is to identify what we are trying to define. As a life long salesperson, I view the sales process as the steps required to sell something to someone. From that perspective, I have my own opinion about the sales process and I welcome the opportunity to share it with you.

I’m amazed at how many variations there are about the sales process. I’ve seen everything from five steps to twelve steps in the sales process. Some variations start with prospecting and some start even earlier.

I prefer a definition that leaves prospecting out of the equation. For me, the sales process begins when a salesperson is “face to face” with a suspect. I prefer the term “suspect” over “prospect” because the potential prospect has yet to be qualified. Qualifying must be part of the sales process.

Steps In The Sales Process

Some sales training material combine steps in the sales process while others add steps. For example, after interviewing your prospect in an attempt to uncover needs, you should summarize all that you learned. This allows your prospect to correct any misunderstanding. So, should this “recap” be part of “uncovering needs” or should it be an additional step in the sales process? I feel it should be an additional step only for those reps that forget it. That’s how I teach it in my sales training programs.

The same holds true for qualifying. You may include it as part of “probing” or you may elect to make qualifying a separate step in the sales process. I’m fine either way so long as the rep remembers to qualify.

As I mentioned, some add steps to the sales process. One common addition is asking for a referral after the sale is closed. I have no issue with it so long as the salesperson asks for a referral.

Nine Step Sales Process

I promote a nine step sales process.

Pre Appointment Plan
Building Rapport
Qualifying
Probing To Uncovering Needs And Recap
Presenting Solutions
Trial Closing
Overcoming Objections
Closing
Referral

When successfully set in motion, the sales process is a wonder to observe. It’s the process that creates clients. At times, the sales process can be completed on one appointment. In the case of complex sales, it could take years to complete the sales process.

Knowing the steps in the sales process is not going to guarantee sales success. Sales success will always go to those few reps that took the time to master the execution of the sales process. They are, and always will be, the Sales Champions!

I wish you great sales success!

Nick Moreno

Tags: sales process