The 'it' approach to business is utilizing strategic partnerships via a refreshing tactic called co-selling. Here's how they can help grow your...
How To Build a Scalable and Winning Sales Process
There's a specific way to build collaborative partnerships, grow your network & cultivate loyal customers who happily share warm introductions. Here's how.
In sales, we’re all on common ground.
We’re contacting total strangers and converting them into long-term, repeat customers. On top of that, we are building collaborative partnerships, growing our network, and cultivating loyal customers who happily share warm introductions. A tall order, right? Yet, there is a specific way to achieve this. How? By building a scalable, winning sales process.
The Secret Sauce
What if we had a perfect process? What if we knew the exact formula for a conversion from stranger/prospect to repeat customer? What if we knew the precise steps to discover what people need, offer a valuable solution, and solve their problems so much that they come back over and over for years to come?
We’d be pretty confident that we’d discovered a hidden treasure. This gem is what my friend Steve, * a salt of the earth sales consultant, likes to call, the “IT”.
The “IT” is a shorthand way of saying, “you’ve got the secret sauce.” You know exactly what to do to quickly discover core needs, offer valuable solutions, and convert new prospects into loyal customers.
There’s good news here.
It’s not just a fantasy. It’s not a dream. The secret sauce for building a scalable and winning sales process is more than a whimsical notion.
As you’re an experienced sales professional, I bet you’ve done this. Not just once. But, many, many times. Only thing is, you may not have noticed.
Just like a natural-born dancer easily does certain moves that look impossible. Or a talented musician plays a rhythmic beat—and it takes off like crazy. But he or she doesn’t even know it.
As a skilled sales professional, you have danced your moves and played your songs in the form of sales successes.
Let’s look at what you did to win loyal customers in the past. And then, let’s use your own experience to build a powerful, scalable, and unique system going forward.
Designing Your Successful Sales Process
What makes a successful sales process—in simple terms?
To explore this, take a moment to think about a big sale you had in the past. Pick a favorite one that developed into a long-term relationship with a loyal customer. No doubt, you went through a specific series of steps. These steps may not have been clear at the time.
But, you know that saying about hindsight being 20-20. With a little distance, you can apply your awareness, and identify the key steps you took.
They probably are the same steps you’ve taken over and over again. Only, you were like that natural talented dancer or musician we just talked about. You just did what came naturally. You didn’t step aside and observe your actions from a balcony view.
You followed 8 distinct steps. They probably were some variation on the themes present in most sales interactions. Let’s just jostle your memory a bit and see how things line up.
Finding people who require your products or services. This often falls into two groups. First, the folks who you are convinced of need what you offer. Second, the people who have expressed in some way that they may be interested in what you offer.
Discovering and uncovering core needs is a critical part of building a scalable and winning sales process. While you may search social media, scour news sites, and be on the pulse of trends—research is an ongoing part of selling. Why? Because there’s more to discover as everything is subject to change, flux, and new developments.
Yup. This is a key step—you’ve got the people in mind, you’ve got data in hand…what’s next? Getting in touch. This may be emails, videos, blogs, or good-old-fashioned cold calling. However, you slice the pie, connecting is a definite part of selling.
Whether a formal demo of your software, a walk-through of your service, or a show-and-tell session, at some point in selling, you are presenting. Presenting your offer is how people learn more and discover the value you’re sharing.
As you’ve been in sales for some time, you know that addressing objections is a must-have. People will have questions, concerns, and objections about price, timing, selection, change, and decision-making. It’s up to you to anticipate the objections, address them, and even use these objections to find new ways to accelerate a sale.
You’ve gotten this far – now it’s time to bring it home. This may be as straightforward as asking for the sale. It may be helping your contact through internal processes to become a customer. In terms of your product or service, closing is a necessary step to having your prospect become a customer.
Now it’s time to deliver your product or service—and keep up with customer service. You’ll want to stay in close touch to deliver on the value promise you’ve made. Plus, by being in close contact, you’ll identify opportunities to deliver exceptional value.
Expanding can apply to expanding what you’re selling, cross-selling, and identifying new opportunities. This may be referrals—both internal and external to people who would benefit from what you’re offering.
Ultimately, your clients become a collaborative partnership network. This is where you can share warm introductions, offer solutions, and accelerate growth.
O.K…. it’s a clear set of steps. In your line of work, you may have different names for the steps. You may have additional steps, as well as sub-steps.
What do you notice about this sales process?
Your Successful Process Is Scalable
When you look at the steps, one thing is clear: it is repeatable.
This is great news because it works whether a salesperson is new or experienced. It works whether the person is working solo, in tandem, or with a team. It works with other people on your team. In other words, your process is functional without you. This is the key to scalability.
It can be challenging if you’re the solo hero in your sales delivery. But ultimately, developing a successful process is radically more profitable and productive than being the only rainmaker for your organization.
It works in different environments, across language differences, cultural variations, and educational differences. It works across a variety of customers, regions, and countries.
And, it works for service or product sales.
Making It Yours
My hunch is you’re already grabbing a pen or rattling the keyboard, making notes. The wheels are turning. You’re already thinking about how to apply it. That’s great.
The best place to start? Start with research. Identify the prospects that match your criteria. It may be a certain need for the product and service you offer. It could be a timing issue. It could be a growth or expansion issue. It could be a need to work more efficiently in a virtual environment.
Look at your list and then prioritize.
Prioritize according to needs—the greatest need is the one who knows they have the need and are committed to solving it. Prioritize according to budget—the best budget is one that is earmarked for the solution you offer. Prioritize according to decision-making power—the ideal is the decision-maker who has the need, budget, strategic priority, and signing authority.
Finally, prioritize according to values—look for businesses, organizations, and individuals whose values align with yours and you’ll go further in building long-term collaborative relationships.
Putting It Together
In today’s business environment, building a scalable winning sales process is vital. It’s a critical factor in collaborative partnership selling — and getting stellar results.
The good news is: you are already doing the steps. You are already familiar with the key steps of selling: prospecting, researching, connecting, presenting, handling objections, closing, and expanding.
It’s now all about putting these principles together for a collaborative sales process. With this clarity, exploring partnerships, creating new offerings, and making warm introductions to the right people in your industry has never been easier.
With partnership Co-Selling, you can scale your process. You can research your prospects, take action, and get team buy-in. With Co-Selling you’ve got all the tools to succeed.
With the shift to virtual selling, successful businesses are defining scalable sales processes, shortening sales cycles, and realizing significant revenue potential. Partnership Co-Selling is how you can virtually boost sales, expand your network, and work efficiently in any business environment.
Using a platform like CoSell.io is the simplest way to get your sales team on board. CoSell is a robust platform that makes it easy and fast to automate and scale collaborative co-selling across sales teams.
If you’d like to explore how partnership co-selling can help you and your team boost sales and win major clients fast - check out our selection of free eBooks.
* Names changed to respect the privacy