The 6 Step Sales Routine
Every product is unique. Just like every sale is going to be unique. With that being said, it is critical for every sales team to develop their own sales process to ensure that sales reps follow a path to success.
In this Whitepaper we will cover the 6 Step Sales Pitch. The purpose of this document is to help sales reps better understand what is needed in order to close a deal and necessary steps that they need to take. Your team should be creating its own deal stages and exit criteria.
Below are each of the steps:
6. Follow Up / Pitch —> Free Product Available
As always, every team is different. Take what you can from each of these stages and implement.
Research and preparation are a HUGE portion of your sales process. Most organizations do not train their sales reps on what they should be searching for. This is a major problem with the current approach to sales training. Stop measuring KPI’s and “activities”. Train your team on how to evaluate a good account before they even step into a meeting.
Your team should be researching the below details before they ever step into a meeting:
· Potential Decision Makers
· Experience and Tenure of Contacts
· Revenue and Financials
· Outside Investors & Stakeholders
· Company Culture
Separating rapport from discovery is a strategy that many sales teams are beginning to establish. Why? Humanizing yourself allows a sales rep to gain more flexibility with their call.
Rapport Building should not be a large portion of your call. Allocate 2–3 minutes ONLY. By allowing this time to build a relationship your contacts will feel more comfortable with your reps, thus more likely to be truthful and honest when asked questions about “pain” or “challenges” later on.
Most sales reps struggle with discovery. The reason for this is that they overpower their contacts by talking too much. Less is more.
Discovery is typically a 5–10 minute portion of your sale where a sales rep is discovering more information about their contact, not the opposite. Use the 1-to-1-to-1-to-1 rule: 1 question — 1 answer — 1 statement — 1 response.
Rep asks a question
Buyer answers the question
Rep makes a statement about how they have a solution
Buyer responds / reflects
….then on to the next question
Avoid yes/no questions… always strive for a question that requires more than a one word answer. Try questions like:
“what kind of effects does this have?”
“can you elaborate on that a bit more?”
“what happens if you don’t make a change?”
Believe it or not, the product presentation should be the easiest portion of your sales process. If your sales reps are no longer on “ramp” they should know the in’s and out’s of your product and should be able to navigate through it with ease.
The major tip here is: less is more.
Depending on how many presentations you will make of your product, it is imperative that you make your product presentation simple.
As a sales rep you will hit your “ah haa!” moment. Meaning, they finally get your product and understand it. When this happens, a sales rep will want to feature dump. This will overwhelm the buyers on the other end of the call.
The equation isn’t: the more features you show the, more the product is worth (unfortunately).
Buyers want products that make their life’s easier. SO, make your product presentation simple and a no-brainer.
Typically, this should be a 2nd call or meeting… depending on your sale/product of course.
During the Commitment stage your reps will cover pricing, application, timelines, as well as receive a commitment from the buyer. This area of the sales process includes very important details, hence why it could have a stronger impact if scheduled as a meeting of it’s own.
Your team knows how to talk pricing, application, and timelines… let’s talk commitment.In today’s selling atmosphere every buyer wants to “get something” out of the deal. Maybe that means a discount, quicker onboarding, favorable terms… whatever it is, it is normal.
What isn’t normal though, is giving something away for free.
Your sales team needs to feel comfortable receiving a commitment from their buyers. “I can do XXXX for you, if you can commit to XXXX.”
Successful sales reps require commitments from their buyers and hold them to those commitments. This is top down. As Managers, Leaders, Sales Execs, we need to train our team on how to express these commitment terms, and then hold the buyers to them. If not, sales reps will automatically give discounts or terms away for free.
By establishing a commitment strategy, your reps will be more credible and thus less likely to have buyers walk all over them. Eliminate blackholes and ignored timelines. Buyers will begin to follow your timelines, rather than the other way around.
Follow Up / Sales Pitch
Sales Follow Up is an area that most people misunderstand, as well as lack necessary resources to accomplish strategically. Essentially, a follow up strategy needs to be built around two buying personas: Direct and Indirect Buyers.
Direct Buyers: are those who you will meet in person or over a presentation. Typically, this is only going to be 1–3 people. These are your champions. You’ll train them on how to sell your value to the rest of their team. Steps 1–5 above relate to your Direct Buyers.
Indirect Buyers: these buyers are probably the most important to win over,yet you will never have a chance to meet with them. Nearly 80% of the buying team will be hidden away and never available to meet with you. These are going to be the C-Levels, Execs, etc. This is why your follow up is so important.
To properly achieve good follow up the first 5 steps (above) need to be done well enough where your Direct Buyers really understand your products value and understand the timeline/expectations. Now that they are on board, your follow up pitch MUST be built perfectly.
Here’s what you need to include in your follow up pitch: important docs, product videos, presentation decks, and anything else that sells value. Each of these pieces of content SHOULD BE TAILOR MADE to those who are viewing the pitch. Meaning, don’t send a master sales deck via PowerPoint. They all look the same. Ask the Direct Buyers what type of people the Indirect Buyers are. If it’s a CEO, a video is better. If it’s a Director of Engineering, maybe a securities pdf is needed.
Build your follow up sales pitch to accommodate the different buying personas