EDGE Process

When All Else Fails1

By Tibor Shanto – tibor.shanto@sellbetter.ca 

I recently had the pleasure of recording a podcast with Jeb Blount, as part of the addition of Proactive Prospecting Program to Sales Gravy University. One area we explored was what we can do when we are having a day, or a streak, where everything we touch turns to shite, and it makes us afraid to touch the phone or the next opportunity. Now I know we pundits are supposed to be an optimistic lot, almost intentionally ignoring the dark side of sales, rah rah, and all that stuff. Fortunately, Jeb is a more real than that, and wanted to explore a reality all in sales face, and regularly.

As with most things in sales, the outcome is not based on one single thing or action, but a series of connected and incremental factors, executed simultaneously that lead to results.

This is why, those who do see sales as a science artfully executed will have an advantage, not just when things are going well, but more importantly, when they are not. At the heart of this is having a clearly defined, better yet, clearly “followable” process.

When in doubt, work your process. If you are a successful sales person, one that usually makes quota, and you have done that by sticking to your game plan, based on a clear road map, highlighting desired outcomes, paths to that outcome, contingency plans, and more; then you know that what got you there. Your process! Your consistent execution, your success, especially when almost half your peers are not making quota, is all driven by your process. At a time of struggle, don’t abandon it, double down, recommit and execute.

This isn’t about blind faith. Part of any successful sales process is that it is dynamic in nature. Meaning it evolves with your markets, not locking you into a singular means of execution, but instead reflecting changes in the market. For this to take place, a dynamic process, is an ongoing “feedback loop”. That feedback is captured from two key sources.

EDGE ProcessThe first is the customer; as their expectations, reactions, objections, change and evolve, so should your process. Many companies make the mistake of designing a process; then altering it not to reflect the market, but the inadequacies of their CRM. The second is the rep, if they fail to contribute their experiences in the field, and fail to contribute to process reviews (these are not opportunity reviews), then the process will stay as is. This allows your sales enablement team (when they are not fiddling with the latest app), to combine these two inputs, along with market sources to ensure that your process not only reflects the market, but that allows your sellers to leverage that view, and allow them to win not only more deals, but more predictably. This is how the process evolves, stays dynamic, and provides you with a proven and fair advantage.

If you have that process in place, and you hit a slump, as every pro does along the way, then the resolution is simple, stick to what got you there. If you don’t have that kind of process in place you have two choices. One, find a company that does, and you’ll make money. Second, Hope the pinball ride ends and you bounce back before your run out of time.

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