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The Secret Ingredient To An Effective Sales Process

Catherine Schalk • May 19, 2023

If you’re in sales, you will have heard the term Sales Process. But do we really need a sales process and what does it mean for your business?

A sales process is a predefined set of several repetitive steps sales teams follow to maximise every opportunity by conducting the right actions at the right time. There are internally focused activities as well as customer facing actions that must be taken to ensure prospective buyers and stakeholders remain engaged from the early opportunity stages right up to when the deal is closed and beyond.

A good sales process will ensure both the customer as well as doing what’s necessary to effectively run your business are at the centre of its design. According to a study conducted by Vantage Point, defined and executed effectively, a sales process has been shown to increase sales revenue by 18%.

The next question that has to be asked is, how exactly does it do that? The secret ingredient to a good sales process is something we like to call ‘Verifiable Outcomes.’ While there are multiple factors to a well defined sales process, verifiable outcomes will be one of the most vital components to get right. You

may have heard the term ‘Sales Stage Exit Criteria’ it's the same thing.

Verifiable outcomes are the critical seller and customer facing activities that must be completed before a deal is moved to the next sales stage.

Why Verifiable Outcomes Matter?

Firstly, they are leading indicators that create a predictive view of sales activities allowing for course correction if the exit criteria are below expectation or incomplete.

Second, they are verifiable which means they can be documented, captured in a system or are visibly completed actions that inform sales managers whether or not the criteria has been achieved.

Third, they boost pipeline confidence. Consistent execution and measurement of verifiable outcomes gives sales managers and business leaders confidence that an opportunity is viable and winnable.

And finally, verifiable outcomes capture customer engagement. True leading criteria must include some reaction from the customer that either confirms or changes the status of an opportunity.

What should you do now?

Take a look at your sales process and ask, for each stage across your opportunity lifecycle, what actions must be completed by your sellers and buyers before a deal can move to the next sales stage? Here are some examples to get your started:

Sales Verifiable Outcomes

Opportunity qualified based on chosen qualification methodology (ANUM, BANT, etc.)
Confirmed the customer buying process
Resolved final procurement objections

Customer facing verifiable outcomes:

Customer confirms a need or desire to address issues
Customer confirms business value and proposal meets commercial and business requirements
Customer provides all final signatures

Think of the verifiable-outcomes-driven sales process like Waze or Google Maps, not only do you know where you’re going but how you’re going to get there, how long it may take, what obstacles may be on route and how likely you are to arrive on time.

Aside from increased revenue, an exemplary sales process multiplies the number of new customers acquired; there is improved communication between the sales team, the customers, and the company is able to measure and predict its business effectively.

Do you have a well defined sales process? Reach out to us if you want to talk about creating a sales process or strengthening an existing one.

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Balancing the Style & Substance of Sales Kick Off Presentations

By Catherine Schalk • 30 Oct, 2023

Whether it be a virtual, face-to-face, or hybrid kick off, one of the most critical components in achieving event objectives is content. From videos and panel discussions, to award ceremonies and presentations, content must be engaging, effective, and well designed. But the brutal truth about sales kick off content is that there is a belief it doesn’t matter – anything will do. There is little investment made in the appropriate time and effort into creating a world class experience for sellers and presenters when it comes to content. In a world where your audience and participants are increasingly looking toward well-designed content, you cannot afford to keep looking at the creation process like a simple chore or leaving it entirely up to each presenter to simply show up with their presentations. We have worked with many companies to help them deliver world-class content on countless presentations and we want to help you accomplish the same. One of the key ingredients to world-class content is that it must be reality-fueled. In today's fast-paced and attention-seeking world, it's easy to get caught up in the allure of flashy visuals, gimmicks, and over-the-top presentations. However, when it comes to delivering a truly impactful message, it is essential to ground presentations in reality. Tips for creating reality-fueled content: Know your audience: Understand their needs, challenges, and interests so you can tailor your message accordingly. Craft a compelling narrative: Use storytelling techniques to create an emotional connection and engage your audience on a deeper level. Use real-world examples: Draw from relevant, relatable, and tangible experiences to illustrate your points and make them more memorable. Keep it real: Don’t sugar coat things unnecessarily, never lie to your audience, and avoid fancy jargon and words. Simplify and clarify: Break down complex ideas into digestible concepts your audience can easily understand and remember. Rehearse, rehearse, rehearse: Practice your presentation until it becomes second nature. This will help you deliver your message confidently and authentically. According to Harvard Business Review, great presenters rehearse and put in hours of deliberate practice to refine their skills and messages. And that’s not all… When preparing a reality-fueled presentation, where the focus is on delivering a clear and authentic message, presenters must not only craft compelling content but also consider their own presentation style and capabilities. By bringing these elements together, presenters can enhance their ability to connect with the audience, establish credibility, and create a lasting impact. Let’s take a look at the basics here: Presenters and content creators need to understand the speaker's presentation style. Every presenter has a unique style that reflects their personality, strengths, and communication preferences. Identifying and embracing your presentation style is vital to delivering an authentic and engaging performance. If you are a content creator, leverage the presenter’s current capabilities. Understanding a presenter’s capabilities allows a content creator to leverage the presenter’s strengths and deliver a more impactful presentation. While it is important to adapt to your presenter’s style and capabilities, it is also crucial to consider the audience's preferences and receptivity. Adapt your style to align with their expectations and needs. Research your audience beforehand to gain insights into their demographics, interests, and knowledge level. Tailor your content and your style to ensure it's relevant, accessible, and relatable to your audience. As a presenter, take stock of your own skills, talents, and areas of expertise. Are you a skilled visual communicator? Are you adept at simplifying complex concepts? Are you particularly knowledgeable about a specific subject? Capitalize on your strengths to deliver a reality-fueled presentation. Final thoughts While flashy visuals may momentarily grab attention, it is the content and authenticity of a presentation that truly leave a lasting impact. By focusing on delivering clear and genuine messages, presenters can establish genuine connections with their audiences, fostering engagement, trust, and motivation. So, embrace the power of substance and authenticity to make your presentations truly impactful and memorable instead of hyper focus on the visual appeal. If you have a sales kick off coming up, reach out to us today to talk about how we can help you build reality-fueled content… with a little flash of course.