If you sell anything, you have a sales process. But for many, it’s a messy structure with sales inquiries not only coming from several sources, but the management of them is also diverse. When you decide to grow and scale, you need to design your Signature Sales Process.
- What is a Signature Sales Process?
- How do I know I need one?
- When is it time to design one?
- How do I design one?
Let’s dive in!
What is a Signature Sales Process?
A signature sales process is a process that enables you to manage all your sales inquiries in a systematic way. It has a certain structure that fits your business and revenue model, and it’s efficient and joyful to execute.
“Can sales be joyful? I dislike sales”
Yes, sales can be joyful. The problem with many business owners is that they have been taught sales techniques that are sleazy and not suitable for the value-based entrepreneur. Also, many creative entrepreneurs feel uncomfortable selling their services or products because it’s so personal. Fear of rejection keeps us from making sales the number one priority, which, in turn, unfortunately too, leads to a lack of growth.
How do I know I need one?
If your sales are all over the place and don’t really have a clear structure, then you need to have a Signature Sales Process. Also, if you experience that clients and customers come from all different channels, and you and your team are always acting ad-hoc on inquiries, then you need a Signature Sales Process. If you find sales cumbersome, difficult, and less enjoyable, then you need to have a Signature Sales Process. Lastly, if your sales are not working, but you have prospects, meaning your marketing works, you need to have a Signature Sales Process.
When is it time to design one?
As soon as you want to have customers and clients, it’s time to start mapping out your Signature Sales Process. However, it will make more sense to design your systems when you already have had some clients, since you need experience from past client projects to set up systems that work for you.
Having said that, if your sales is not working now, for example, you get a lot of inquiries but they stop somewhere along the journey, then you should start setting up your Signature Sales Process to improve your sales.
But be open to tweaking and optimizing your systems while you grow and get more experience.
How do I design one?
First, you need to ask yourself: what is your offer and revenue model? A Signature Sales Process looks very different when you are selling high-ticket, white-glove services versus if you sell products online.
Secondly, if you have diverse revenue streams, then you need to have diverse Signature Sales Processes as well. Decide what you start with, build one at a time, and then move on to systemizing the other revenue streams!
Once you have identified what offer you want to start with, then you need to map out your complete client journey. Then you identify where it can be improved, for example where in the journey you lose most of the sales.
After that, you need to start designing the small steps and delightful touches that will move the prospective clients on their journey toward the purchase, one step at a time!
A typical Signature Sales Process has 3-4 phases
Break out the buying process into the following phases where the sales event is the actual sales conversation, while the other phases are highly important to make the event itself as effective and successful as possible.
Before the sales event
- What do you need to DO to get the person to inquire to work with you?
- What do they need to KNOW about your business to effectively do that?
- What do YOU need to know about the prospective client in advance, so that your sales event is going to be as effective and joyful as possible?
- How can you ensure only the right people continue on the buying journey?
During the sales event
- What kind of an environment will make your prospective clients say yes to you?
- What kind of assets do you need to be able to turn uncertainty into certainty?
- How is your actual sales event going to happen?
- Who is involved in the sales event?
- What tools are used to effectively conduct your sales events?
- What can go wrong at this phase?
After the sales event
- What happens after your sales event?
- When are you going to follow up?
- What assets do you use to follow up?
- What else could happen at this phase?
Lost client recovery
- What do you do when the clients cannot make up their minds?
- How do you keep up the flame even if it feels like a lost case?
And lastly: when you enroll a client in your service, what happens then?
- How do you charge for your services?
- What payment terms do you offer?
- How do you onboard a client in your services?
Part of your Signature Client Experience
It doesn’t matter what you sell, every business has a client experience.
Your sales progression is part of your client experience, and it determines your success, not only your revenue at the time but also the success of your deliveries and client (and personnel) happiness.