© 1987 – 2008 Infinite Horizons

Developing & Using a Sales Process

How the customer explained it

How the project leader understood it

How the engineer designed it

How the programmer wrote it

How the sales executive described it

How the project was documented

What operations installed

How the customerwas billed

How the helpdesk supported it

What the customer really needed

© 1987 – 2008 Infinite Horizons

Creating a Sales ProcessElements of a sales process include:

Method for creating and handling leads

Networking and referrals

Presentations/demonstrations

Evaluating prospects

Closing process

Follow-up procedures

Pipeline

© 1987 – 2008 Infinite Horizons

Creating a Sales Process

Review and document your current sales cycle.

Create a time line for your current sales cycle.

When your sales cycle is fixed, salespeople become much more effective!

© 1987 – 2008 Infinite Horizons

Creating a Sales Process When are contacts made between the

salesperson and the prospect?

Within what time frames are contacts made between the salesperson and the prospect?

© 1987 – 2008 Infinite Horizons

Creating a Sales Process

What do you want the salesperson to do?

What do you want the prospect to do?

What should be achieved after each contact?

© 1987 – 2008 Infinite Horizons

Creating a Sales ProcessFeatures versus Benefits

Feature: A feature is a factual statement/specific detail about a product or service.

Benefit: A benefit explains how the product fits into a person’s life or makes their lives easier or better.

© 1987 – 2008 Infinite Horizons

Creating a Sales Process

1. List the features of your product or service. (You and or your company’s history may be a feature.)

2. Now list the benefits of those features.

© 1987 – 2008 Infinite Horizons

Creating a Sales ProcessWhat is the overt benefit for each of your features (WIIFM)? These are the benefits your product or service will deliver.

Is the benefit clear and obvious?

Is the message specific about what’s in it for them?

Does the idea excite their interest?

Is the concept clearly unique versusthe competition?

© 1987 – 2008 Infinite Horizons

Benefits vs. Overt Benefits

Protect Your Shoes

Durable Shoeshine

Salt Guard Protects fromWinter Damage

Armor Shoeshine Lasts 7 Days

Fast Shoeshine 2 Minute Shoeshine

Benefits Overt Benefits

© 1987 – 2008 Infinite Horizons

Creating a Sales Process Create a questionnaire to use with

prospects that focuses on all your listed overt benefits.

Based on the prospect’s answers, you will hopefully resolve any challenges or meet the expectations the prospect may have.

© 1987 – 2008 Infinite Horizons

Creating a Sales Process Identify what differentiates you from

your competition.

How do the features of your product or service differentiate from your competition?

Identify your competition’s pricing

© 1987 – 2008 Infinite Horizons

Creating a Sales Process You must Quantify (ROI) your product

or service to the prospect

Dollar amount

Emotional

Strategic

© 1987 – 2008 Infinite Horizons

Creating a Sales Process Create a list of typical objections or stalling

tactics you receive from a prospect.

Develop a response to overcome each objection and/or counter act the stall.

© 1987 – 2008 Infinite Horizons

Creating a Sales Process

You have just created a sales process.

© 1987 – 2008 Infinite Horizons

Creating a Sales Process

• Review your company sales cycle

• What needs to be improved to make the cycle shorter?

© 1987 – 2008 Infinite Horizons

Creating a Sales Process

• Increases Revenues

• Increases Profits

• Increases the Value of Your Business

© 1987 – 2008 Infinite Horizons