[The Goal of a Quality Sales Process]
I often start out sales classes asking this question, "What is the goal of a quality sales process?" The answer I hear most often is, "a sale." While this is true for a typical sales process, it does not hold true with a quality sales process. To better understand the question, we need to take a step back.
Let's begin with how quality is defined. It is defined by the customer, only. As the seller of a product or provider of a service, our opinion doesn't fit into this equation. Our job is to ensure our clients find value at every touch point. That begins with sales.
Every sales representative has run up against the prospect who makes it clear they are so happy with their current solution and they have no intention of switching. Moreover, these are the customers who are recommending the competitor's product or service to their peers. Often, it is the sales professional who is the face of your company and is the starting point of this loyalty. Therefore, your sales team needs to build these relationships. Your sales team needs to follow a process that results in this level of satisfaction.
If your sales process is engineered to be a quality process, your probability of building customer loyalty improves. Your sales reps understand what they need to do. As a leader, you have specifics around which you can coach your team towards success.
You have probably heard the saying, "The easiest person to sell to is a current customer." You also know the best advertising is word of mouth. The quality sales process is not a method of fighting the uphill battle, it is about removing the hill.
Don't hope for the behavior that sells, plan for it.
The Sell More While Spending Less methodology guides our clients through quality sales process engineering. Tools and techniques for this top and bottom line approach will be covered in upcoming issues of this newsletter.