Process: Sequence of interdependent and linked procedures which, at every stage, consume one or more resources (employee time, energy, machines, money) to convert inputs (data, material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage until a known goal or end result is reached.
Sales Process: A series of stages and/or steps across the sale, requiring the execution of specific actions by both the buyer and seller, leading to a consistent, predictable and repeatable set of actions used to uncover and understand buyer’s objectives in order to present solutions and obtain the purchase commitment.
An effective sales process needs to have two attributes:
- It needs to be dynamic and evolve with your markets
- It needs to facilitate you buyer’s buying or decision making process
Supported by metrics, a defined and adhered to sales process not only facilitates execution using specific work-flow and action items, but is a key element in development and recruitment of sales teams.
On a broader organizational level, the sales process allows for better alignment with other internal teams, and more importantly alignment with the buyer. This in turn reduces risk, and allows for scalable and sustained growth.
Given that the process facilitates the acquisition of a client and/or orders from a buyer, it is important that the sales process is aligned with the buyers’ buying process; misalignment here is the cause of many failed cycles, or inability to engage with buyers altogether.
Arriving at that alignment requires engaging and working with buyers to understand and map out their buying process. Critical elements at each stage include:
- Desired Outcomes
- Go – No GO/Next Step
Stages and activities vary based on products, the market, and specific factors, allowing your team to execute in a way that facilitates the sale, rather than using a generic process. The EDGE Framework, allows us to tailor and develop a process suited to your team and market. The key is to address the core elements of targeting, engaging, defining the solution/offering, buyer acceptance and deliver.
With a dynamic and evolving process, Management and sales teams are in a better position understand what needs to be done to win, diagnose performance and market shifts, to leverage leading and lagging indicators ensuring continuous development and revenue growth.