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Identify Your Ideal Marketing and Sales Process

Knowing the key steps and flow of your marketing and sales process is critical for success. Of course, every sales scenario and sales prospect is unique. But when we can map out the main marketing and sales steps that we should try to go through, we can greatly improve our sales effectiveness and consistency.


Without a Defined Process

Let’s look at a scenario where a sales and marketing process is not mapped out and see what the impacts of that can be. For this example, let’s consider a business or sales person that sells a software product or solution.

Without a defined process of what the key steps are that the sales person should go through, the process will take a shape closer to what the process that the prospect wants and chooses.

For example, the prospect could come to the sales person with different requests, like asking for pricing or a demonstration, and without a process defined, the sales person is more likely to respond directly to the request. If there is a request for pricing, they will give the prospect pricing. The prospect wants a demo, they will be likely to give a demo.

But the reality is that, maybe these different responses are not the best marketing and sales process that leads to the optimum results. Maybe there is a best time to share pricing. Maybe there are key steps that we want to complete before we show a demo.


With a Defined Marketing and Sales Process

Another way to approach this is to map out what the ideal sales process looks like step-by-step. Again, it is likely that sales prospect will not always fit exactly with each step, but when we know the best order to take steps in, we can then direct and lead prospects better and have more control over sales cycles.


Going back to our example, if we sell a software product, we may want to try to avoid just giving out pricing right away when a prospect asks for it. We also may want to avoid just giving anybody a demo that asks for one.

Regarding pricing, we may want to hold off on that because, for one, the pricing may vary from prospect to prospect. We may want to learn more about the prospect so that we can give the best and most accurate price. We also may want to show our product first so that the prospect can better understand just everything they are getting with the price.

We also may want to hold off when there is a request for a demo as we might not want to spend our valuable time showing a demo to a prospect that is not qualified. We also might want to have more information about the prospect before we show a demo.

For this scenario, there could be a marketing and sales process that could be built that requires the sales person to qualify the prospect and perform a discovery prior to giving any demonstrations. And when it comes to price, the providing of price, quotes, and proposals could take place after the demonstration where we have qualified the prospect and shown them all the value that we offer.



Launch Pad Solutions provides a sales script tool that helps businesses to build a marketing and sales process.


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This article was published on Sunday 02 September, 2012.
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