Do you have the right Sales Selling System?

A Fractional CRO can help you build the correct selling system for your business.

This is a tricky subject… First, there are three equally important but very different terms which often get confused: Sales Process, Sales System, and Sales Selling System.

A Sales Process is a series of steps or stages that a salesperson follows to move a prospect through the buying process. When structured correctly, it is a series of stages and gates that define specific actions and behaviors at each stage and the criteria by which a prospect moves from one stage to the next to either Closed Won or Closed lost. When executed consistently companies develop a common language and understanding around prospect status. In addition, visibility regarding probability and time to close are elevated. Consistency is the key! Consistency requires discipline, and discipline is the result of training, coaching, management, leadership, and instrumentation.

Sales Systems encompass the entire sales ecosystem; in this sense, each Sales System is a cross-functional framework for revenue generation. Defining the Ideal Customer Profile (ICP) along with demographic detail, likely business drivers and motivations including pain points are part of the Sales System. Locating and aggregating prospect data and translating it into action across the marketing and sales spectrums are also part and parcel. This brings into focus investments around lead generation such as cold calling, email marketing, and use digital and traditional media to drive high funnel action. Further, the process by which leads are qualified, sorted, and directed are part of the, ideally, automated handoff from Marketing to Sales.

Sales Selling System (aka Sales Selling Methodology) also used as a synonymous term is one component of the Sales System. That said, it is a very important part and defines the behaviors and tactics that enable sales people to successfully convert through the stages of a sales process.

Not every Sales methodology is a fit for your company, culture, and type of sale. Following a focused selection process, the Sales Selling System chosen will define the character, tone, and tactics used by Salespeople to move Sales prospects through the phases of the Sales process to Close. Sandler, SPIN Selling, The Challenger Sale are some of the prominent examples and we will review each in detail in future blogs.

For example, the Sandler Sales Methodology (aka Sandler Selling System) emphasizes the central importance of qualifying over persuading or “selling”. “Always-Be-Closing (ABC)” is replaced by “Always-Be-Qualifying (ABQ)”. The backdrop is a thoughtful exchange enabled by mutual respect and trust. The salesperson is directing a structured repeatable process, often considered “No-pressure” in which they are a valued and trusted advisor. That said, the objective is to gather and use pain points, anticipate and mitigate threats, and move the prospect to Closed Won.

The Sandler Selling System has seven steps (not to be confused with sales process stages): Bonding and rapport, Up-front contracts, Pain, Budget, Decision, Fulfillment & Post-sell. Sandler is often deployed with transactional sales types with low to moderate levels of complexity. Highly complex and conceptual sales types require additional navigational skills and strategic mindset then necessarily prescribed in the Sandler System.

Salespeople can sometimes struggle with the rigorous reality of ABQ and first need to unlearn something learned as a child in order to master this sales methodology. It is perfectly ok, actually imperative, to respond to certain questions with questions (hence, ABQ). Not easy since many of us can still hear our parents and grandparents’ words scolding such behavior.

Treeline offers Fractional Chief Sales Officer services that helps companies define the right selling system for their sales environment.

For more about Treeline CRO services, please visit https://www.treelineinc.com/sales-recruiting/fractional-cro-service/