Post on 17-Jul-2015
HOW TO DESIGN A KILLER SALES PROCESS
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Jordan MuelaCEO, LeadSimple
OUTLINE FOR TODAY
Step model for refining your sales process5
WHY PROCESS MATTERS
+
Why Process Matters
The Average Sales Process
50% lead quality50% sales process
comes down to
$ALES
PROCESSELIMINATES
PROCESSUNIFIES
PROCESSEMPOWERS
PROCESSDIFFERENTIATES
PROCESSSCALES
PROCESSLASTS
PROCESSADAPTS
“”
When each step in the sales process is handled correctly, the close is the natural conclusion.
- TOM SOMMERS
Your sales process will define your sales results.
Period.
BOTTOM LINE
5 SALES PROCESS
STEPS TOA PERFECT
DOCUMENT CURRENT PROCESS 1
MOSTIMPORTANT
STEP
LEADS
LAST
15
Where did each lead come from?
How were they distributed?
How was the responsible party notified?
How long did that take?
Was the lead emailed or called first?
How long did it take to make the first call?
How did the first call go?
How did the second call go?
How many calls did it take to make contact?
How many leads were unreachable?
How many calls and emails were made?
How many leads agreed to meetings?
How many of those meetings were completed?
What forms and files were sent to each lead?
At what step in the process were they sent?
How many leads were won or lost?
What was the reason for the leads lost?
How were followup actions scheduled?
WHATWILLYOU
FIND?
Could This Be Your Process?
YOUR AGENT
MAPNEWPROCESS 2
RULE 1:ALWAYS START OFF BY LAYING OUT YOUR SALES STAGES.
INSERT SCREENSHOT
RULE 2:ALWAYS CREATE STAGE SPECIFIC FOLLOW UP ACTIONS
Won
Meeting
ContactedDocument Library
Day 1 - Call in 5 Minutes
New
Day 1 - Send E-mail #1 (See Template)
Day 1 - Call after 30 Minutes
Day 2 - Call
Day 3 - Send E-mail #2 (See Template)
Day 5 - Call
Email Templates: 4
Email Templates: 2
Email Templates: 3
Email Templates: 1
STAGE + WORKFLOW + TEMPLATE
EXAMPLE:
Lead Arrives
Call #1
Do Nothing
If lead was not called within 5 minutes
If lead has not been called after 30 minutes
30 min
Assign Lead
Find Available Agent
Call #2
Notify Sales Manager
Lead Answers NO
Reassign Lead
1 min
Send Confirmation email Send Email
Add to Follow Up ScheduleSchedule Reminder
Was Meeting Scheduled?
Change Stage to Meeting Change Stage to Contacted
YES NOLead
Answers Leave Voice Mail
YES NO
Schedule In Person Meeting
FOCUS ONIMPROVINGONE STEP 3
Image credit goes to Brian Balfour, VP Growth @ HubSpot who blogs at coelevate.com
Starting Points...
Focus on driving down initial lead response times. Start by implementing tracking and then move to add automation.
FIRST CONTACT
Create one significant piece of sales collateral and then embed it in your sales process so every prospect sees it.
APPOINTMENTS
Start sending out automated meeting reminders to leads via AppointmentReminder.org.
MEETINGS
Test a new promotional offer and track close rates for the people you offer it to vs. those you don't.
CLOSING LEADS
LOSS TRACKINGStart tracking a specific reason for every lost deal and tally them up over time to identify common patterns you may be able to fix.
Create a long term follow up schedule and nurturing campaign.
LEAD NURTURING
4DEVELOPYOURSLA Service
Level Agreement
Speed To Call (For initial call)
SLA Performance for Q1 2015 (Jan. 1 - Mar. 31)
Format Response Time Goal Violations Compliance
Phone 14 minutes 5 minutes 37 77%
Agent: Dave Metzger
Number of Contact Attempts (For non contactable leads)
Phone 14 minutes
Format # of Attempts Goal Violations Compliance
Phone 3 5 12 67%
Email 5 5 8 79%
Total 8 10 20 73%
“People respect what you inspect.”
Chet HolmesAuthor of “The ultimate Sales Machine”
SLA BESTPRACTICES3
MONTHLY REVIEWS
1
DISPLAYPUBLICLY
2
CONNECT IT TO PAY
3
5PROCESS OVER OUTCOMES
Outcomes are what happened.
Process is why it happened.
PLAN THE WORK
WORK THE PLAN
And results are easier to assess and more objective than evaluating processes. But managers often make the critical mistake of assuming that good outcomes are the result of a good process and that bad outcomes imply a bad process.
Results are what ultimately matter...
In contrast, the best long-term performers all emphasize process over outcome.
Michael MauboussinAuthor of “The Success Equation”
MONTHLY
webinar.leadsimple.com
WEBINAR(Second Thursday of Each Month)
leadsimple.com/sales-course