Tips for Building (or Rebuilding) Your Sales Process

Nathan Lenyszyn, Strategic Solutions Specialist
May 6, 2010

After having worked in sales, management and recruitment roles, I have learned that simply pouring more effort into a process that works beautifully during the best of times can prove to be fruitless when the market turns sour. After reading " Selling through a Slump," an E-book by The Customer Collective, I was inspired to summarize some of the universal tips outlined in the article that rang truest for me. If you are fortunate enough to not be facing a tough market right now, remember that it is all too easy to pick only the low-lying fruit. It makes sense to regularly focus on what works, what doesn't work, and what new ideas are coming down the pipe. Take a moment to examine your sales, management or recruiting process. If you realize your process has become stale, take advantage of the tips below to refresh your sales process.

Know everything there is to know about your product. Your prospects and customers need to see you as a consultant in your field. Find a way for your clients and prospects to see strong value in every conversation they have with you. Do not call until you are able to provide your prospect or customer with value for their time. They will appreciate your planned correspondence.
Strengthen your corporate and personal online presence. Social Media is still in early adoption for the business world. Learn how to use LinkedIn and Twitter to your advantage now or risk playing catch-up.
Become a peddler of ideas. Colleagues, competitors, clients and prospects all have great ideas - be willing to listen.
Don't forget your best customers. It is more important than ever to build customer loyalty and find new ways to help your long-standing clients.
Build reference lists. A good reference list is nearly instant credibility (this also helps to bolster a consultant image). Share how other clients are benefiting from your help.
Keep up with the latest news. Use Google Reader to alert you when a prospect or client puts out a press release. Think of new ways to help clients and prospects while you follow their progress.
Audit client's usage of your product. Offer client suggestions on how to take greater advantage of your product based on other clients' experiences.

Once you build a new plan and process, follow it for a defined period of time before making changes. I recommend setting up monthly or quarterly plans and processes. Have a list of both objective and subjective measures to review.

I would like to hear your ideas. What do you find to be working? What would you like to work better? What new ideas have you seen on the horizon? Email me at nlenyszyn@billian.com.

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