In my previous post — Sales Process? You Should Probably Call It a Pursuit Process — I talked about the different types of sales processes that companies have, if they have one at all.
In this post, I’ll add some proof points that speak to the value of using a dynamic sales process within your organization.
In my current role, I sit in countless interviews with top-performing sales professionals while in the process of working with companies to develop their own customized and dynamic sales processes. I get to hear what those who excel do and do well to get results, and these approaches become part of that company’s dynamic sales process. What they do might also be considered best practices that can be adapted and more broadly applied.
For example, in a recent interview, one top performer talked about considering not just his external clients but his internal ones as well. Imagine that! These were the company’s experts who he would be touching base with for their input and feedback as he assessed the prospect’s needs and his potential solution. He said that most sales professionals tended to look at their sales organization and the prospect’s organization, but there was great benefit in developing relationships with internal sources who might support the sale or provide key insights. His recommendation as a best practice: identify internal experts who should be a part of the process.
Whether or not this specific practice would work for his colleagues was not as important to them as the fact that a top performer provided real-world insights and tips that were then incorporated into the sales process. Sales professionals listen more closely to other sales professionals because they know what works better than an executive who never sits face-to-face with prospects does.
It’s this kind of input, discovered through interviews with numerous top performers and other stakeholders, that makes the dynamic sales process relevant, effective, and credible. The adoption rate is quicker, and people begin to see immediate benefits. In terms of quantitative measures, forecasts become more accurate and reliable. And while volume in the pipeline typically shrinks, there’s quality instead of quantity in opportunities, and the close rate improves.
This is why I say that a dynamic sales process is worth the time to invest in creating — because it has been shown to produce results for companies.