11 STEPS FOR DEVELOPING A SUCCESSFUL SALES PROCESS

An understanding of the key principles around business development enabling the development a disciplined sales approach based on marketing and sales techniques.

COMMON BUSINESS DEVELOPMENT CHALLENGES

FOR START UPS• Lack of knowledge• Limited resources • Focus on internal capabilities• Undisciplined approach• Passive prospecting

WHAT THE ELEVEN STEP PROCESS ACCOMPLISHES

• Market driven offerings • Thought leadership• Disciplined pipeline

management• Engaged prospects

STEP 1 - WHAT DOES SUCCESS LOOK LIKE

STEPS 2 – 10 THE SALES ECOSYSTEM

Competitive edgeMarket

demand

Product offering

Positioning

Sales Generation

Leads

Prospect

Opportunity

Prospect engageme

ntAttracting prospects

Needs assessment

Solutioning

COMPETITIVE EDGE

COMPETITIVE EDGE

• Market demand – needs of the market, what are unmet needs

• Product offering – focus on needs of the market

• Positioning – better, different, and / or unique

Focus on you and your capabilities

WHY IS THIS IMPORTANT

• Right leads / prospects• Sales playbook and

marketing collateral• Engaging prospects• Packaging and pricing

options

SALES GENERATION (AKA PIPELINE GENERATION)

SALES GENERATION STATUSES

Managing different stages of the sales process. Success includes:

• Dedicate resources• Determine ownership of tasks• Measure results• Repeatable process

Lack of a disciplined approach

LEAD• Determine target audience• Techniques to contact leads• Maesureable metrics

Focus on only one approach

LACK OF NEED / PROSPECTPossible status after the lead has been qualified.

• Lack of need – prospect is not interested or fails to meet qualification standards

• Prospect – the individual has basic interest and is qualified but not in a buying stage.

Minimum of five touches to move an opportunity stage, give up after one touch.

OPPORTUNITY

Requesting information to work with your organization to solve a problem.• Specific initiative• Start date• Budget• Known decision makers

Mistaking basic interest as an opportunity

PROPOSAL / NEGOTIATION Driven by needs identified via prospect engagement phase. Success includes: • Identified needs• Return on investment• Understand and agree on the scope

Focus on technical approach and capabilities

PROSPECT ENGAGEMENT

ATTRACTING PROSPECTS

Outreach, credibility, and visibility.• Locate and connect with the

RIGHT decision makers• Determine the best mediums• Peak curiosity for follow up

Rely exclusively on inbound marketing techniques

NEEDS ASSESSMENT

• Focus on the specific customer

• Questions driven by competitive edge.

• Focus on the P and I in the SPIN approachPresent features and capabilities vs asking questions.

SOLUTIONING

Goal - engage the prospect in building the deliverable• Develop solutions together• Use “Give to Gets” to get started• Build credibility with content

marketing strategy to nurture clients

Follow up to check in without an agenda.

STEP

11

WH

Y I

S C

L OS

I NG

NO

T E

MP

HA

SI Z

ED

99.9% OF ISSUES - IMBALANCE IN THE SALES ECOSYSTEM

Competitiv

e edge

Market demand

Expertise

Positioning

Sales

GenerationLeads

Prospect

Opportunity

Prosp

ect

engageme

nt

Attracting prospects

Needs assessment

Solutioning

ADDITIONAL THOUGHTS ON CLOSING

• Approach to negotiating• Build proposals together• Small deals lead to bigger

deals

OUR APPROACH: OLD SCHOOL AND NEW SCHOOL

Old school• Customer outreach • Solution sellingNew school• Content marketing• Prospect engagement

Christopher KellyEdgy Planet Sales ConsultingChristop.kelly50@gmail.com978-771-1752www.edgyplanet.com

QUESTIONS