Three Foundations of an Effective Sales Process

A business sales methodology without an effective sales process can be rendered useless.

Even the best sales tools, skills, and techniques cannot overcome the obstacles presented by the lack of a clear and implemented sales process that is based upon how your customers buy and how you differentiate and position yourself in the marketplace.

If your sales process is lacking any of the following three attributes, get the process right before looking into other areas:

1. Customized: It should be designed to align 100% with the unique sales culture, organizational structure, marketplace, industry, target clients, solution sets, go-to-market strategy, and target buyers.
   
   
2. Defined Sales Stages: Simple, clearly articulated and agreed-upon sales stages related to verifiable buyer behavior/criteria/evidence prove that a deal has moved from one stage to the next. These stages typically come with associated percentages to help with pipeline forecasting, sales coaching, and job aids. Each stage also has predetermined guidelines for actions and corresponding support tools to help the sales rep succeed.
   
   
3. CRM: Regardless of size or deal complexity, technology is a “must” to effectively organize, track, automate, and align sales, sales management, marketing, customer service, and support.

Using Referrals to Sell to Executives

Referral selling is a powerful, and greatly underutilized sales tool to gain access to executive buyers.

An executive referral means that you receive an introduction to a target executive buyer. An introduction is very different than just “getting a name” from a friend or colleague.

Remember, when you contact someone who doesn't know you, and doesn't expect your call, you are making a cold call from their perspective. This does not work with executive buyers.

Here's a more effective executive selling scenario:

1. Introduction: You receive a personal introduction from a common connection.
   
   
2. Willingness: The executive you want to meet takes the time to talk to you based upon the recommendation of your common connection.
   
   
3. Get the Meeting: You arrange a meeting where you can identify their most pressing needs, link your solution(s) to their challenges, and articulate your value in a way that makes sense to them.

Referrals allow you to get meetings with powerful C-Level buyers, significantly shorten your sales cycle, fill your pipeline with more qualified leads, and close more than 50% of your pipeline.