I was with a client yesterday who had recently attended a meeting with a prospective client. He positioned his proposal (in this case an audit which was £250), to which the prospective client fell off his proverbial chair and promptly posted on LinkedIn asking for a freebie!
My (new) client doesn’t have a robust sales process… yet, which means he is running all over the place chasing unqualified leads, resulting in a poor conversion ratio and never having enough time.
If you don’t have a robust sales process for you and your team to follow, you will always be chasing the dream. A robust sales process is the cornerstone of sustainable growth and success for small business owners.
From my 30 plus years in sales, running businesses and working with SME leaders, here’s why having a well-defined sales process is essential:
- Consistency and predictability: A structured sales process provides consistency in how you approach and engage with potential customers. It establishes clear steps from prospecting to closing deals, ensuring that every interaction is purposeful and effective. This consistency leads to more predictable outcomes and helps you forecast revenue more accurately.
- Efficiency and productivity: With a defined sales process, small business owners can streamline their efforts and maximise productivity. By knowing exactly what steps to take and when, you can avoid wasting time (yours and the prospects) on unqualified leads or ineffective sales tactics. This efficiency allows you to focus your resources on activities that have the highest potential for conversion and revenue generation.
- Improved customer experience: A well-executed sales process is not just about closing deals; it’s also about delivering value to your customers. By understanding their needs and pain points at each stage of the process, you can tailor your approach to provide solutions that truly resonate. This personalised experience builds trust and strengthens relationships, leading to higher customer satisfaction and loyalty.
- Adaptability and scalability: A robust sales process is adaptable to changing market conditions and business goals. As your small business grows, you can refine and optimise your process to accommodate new products or services, target markets, or sales channels. This scalability allows you to expand your operations without compromising efficiency or quality.
- Measurable results and continuous improvement: By implementing a structured sales process, you gain valuable insights into what works and what doesn’t. Metrics such as pipeline value, conversion ratio, burn time, and customer acquisition costs provide you tangible data to evaluate the effectiveness of your efforts. This data-driven approach enables you to identify areas for improvement and refine your strategies over time, ensuring ongoing success and competitiveness in the market.
Every client I work with and implement an improved sales process with, increases their pipeline value, conversion ration and revenue. They also get more time back and deal with fewer tyre kickers. It is a no brainer.
A robust sales process is a critical component of small business success. It provides you with consistency, efficiency, and customer-centricity while enabling adaptability and facilitating continuous improvement. By investing in developing and refining your sales process, you can unlock new opportunities for growth and achieve your business objectives more effectively.
Do you have a robust sales process or are you constantly frustrated with the number of prospects that don’t convert when you have been through the motions?
If it is the latter, it is time for a re-think. Want to discuss? Book a free 30 minute Discovery Call.
