Recently, I posted on where sales training is going (The Future of Sales Training), I got some flack (probably well-deserved) for not getting in to more detail on each of my points. Sometimes in a blog, you just don’t have space to address the whole topic.

So, today I’ll dive a little deeper into point 1, which I’ve inserted below as a reminder.

1 A lot more process work. A lot less technique work. Not saying you shouldn’t have the basic sales skills (which so few really have), but I’m seeing it become a “process world.” Get the sales process right–and make sure it’s right for the prospect–and results will flow. Most sales companies have no coherent, useful, meaningful sales process. Get one–or hire someone to help you design one.

There is a curse alive and well in professional selling. Most sales processes have been built by sales people (and sales managers, who once were good sales people). The problem with that is the one thing you know about most sales people. They have a tendency for lack of detail. Your accountant or attorney or doctor doesn’t suffer from this. But sales people do.

That’s not a bad thing. It’s just a thing. It becomes a problem though when a “lack of detail person” builds your sales process.

And what has been overlooked in building an effective sales strategy and process are the details of the sequence of events. You see, in every sales process there is a sequence of activities that happen (whether you’re aware of them or not).

Perhaps after the first call, two weeks go by before you get with your prospect again. Guess what? Time kills deals. Consequently, you should have a built-in section of your sales process to make sure no more than 3-5 days go by between contacts with you.

That could mean an article sent to the prospect. It could be a narrative/review of your first call (written of course). It could mean a white paper – or a case study – or a blog that you recently wrote on a topic he/she’s struggling with – or a podcast you’ve done (all the more reason to blog/podcast).

Bottom Line
You MUST think through all the gory details of the sales process. Most companies have not done that. You can do that by doing a Mind Map or a Flow Chart with each and every section of your sales process. Yes, it’s tedious. No, it’s not fun.

But all you have is your sales process. You could have a mediocre product, but with a good sales process, you will win a high percentage of time.