What is a Sales Process?

By Tom Ennis, Sr.

I view business in two segments. The first segment is getting the work. The second segment is doing the work. Simply put, get, then do. If you perform both segments well, then you will be successful. However, my experience has shown that the two segments are not always equal. If you need both segments to succeed, then why do so many firms focus most of their time and resources on the doing side? Time and again, I see companies with comprehensive policies and procedures for the operational side of the equation, while passively avoiding the sales side. The marketplace tells us that most firms do not have a formal sales process. How can this be? How will you achieve and maintain growth? I recall the sage words of one of my greatest mentors when Ken said, “We have never built a project that we were not awarded.” Wise words, simply put.

A formal sales process is a systematic approach that establishes the actions to move prospects from awareness to award. It provides a step-by-step guide that helps everyone in your firm work more efficiently and effectively in marketing, business development, and sales.

There are many benefits to having a formal sales process in place:

• You will increase sales productivity by providing a clear action plan. This direction can lead to more sales and higher revenue.
• Identify and qualify leads by ensuring that the team spends time with prospects who are likely to convert.
• Create and deliver effective sales presentations tailored to each client’s needs.
• Improve client satisfaction by treating clients consistently and meeting their expectations, thereby gaining their loyalty.
• You will boost sales team morale by giving structure and purpose. This culture will increase motivation and productivity.
• Increased sales visibility provides leadership with a clear view of the sales pipeline, and this helps identify potential problems and adjust as needed. Forward-thinking management can improve sales forecasting and future planning.
• A clear and concise path to the award will help secure new business.

Tips for creating and implementing a successful sales process:

• You can start by defining your sales goals. What do you want to achieve with your sales process?
• Identify your target markets. Who are you trying to sell to? Once you know your target markets, you can tailor your sales process to their needs.
• Create a step-by-step sales process. Your sales process should outline the steps to move a prospect from awareness to award.
• You can train your sales team on the sales process. Ensure your sales team understands the sales process and how to implement it effectively.
• You can track your results and adjust as needed. Once you implement your sales process, tracking results and adjusting as needed is essential. These metrics will help you ensure your sales process is working.

PS: A formal sales process is a valuable tool for every organization. It is your most valuable means for securing sales, increasing backlog, and improving profitability.