The Softer Side of Sales

Bizmanualz Solutions

We have used our recent series of articles to talk about applying the philosophy of the continually improving process philosophy to business operations outside of the factory floor. Specifically, we have talked about viewing Sales and Marketing as a business process.

The concept of the continually improving process involves creating a clear plan based on company policy, overall and particular business objectives, history and experience, knowledge and research, and accepted best practices. Another important aspect of the plan is to decide what and how to measure key aspects of the process.

As the plan is executed and when important data is captured then how the process is functioning becomes easier to discern. The better you understand how the process is working, the easier it becomes to see required corrective actions and improvements. Then it is a matter of setting priorities as you implement the improvements into your documented plan. And there you are - your plan-do-check-act cycle is complete!

Acknowledging the Subjective Aspects of Sales

Implementing procedures that institute best practices and measurements into the sales processes is certainly an important step. It moves the sales operation to more objective ground. There are elements of sales, however, that are not so easily defined in a process plan.

For example, certain personality types seem more suited to sales. Having to force conversation or feeling uncomfortable while interacting with customers is probably not going to help sales. While interviewing and closing skills can be learned, a friendly, comfortable approach seems to be second nature for some. Good salesman intuitively steer conversations, recognize and accommodate personality types, and avoid inappropriate comments. These kinds of skills that can be take a long time and be difficult to learn if it is not part of your nature.

But just because we recognize the subjective side of sales doesn’t mean we should simply give up on trying to measure, control, and improve the sales operations. There is always room for improvement.

The Usefulness of Using Process Approach with Sales

No matter how great your intuitive approach, ultimately sales is a relentless pursuit of numbers. What does your sales pipeline look like, in terms of suspects, prospects and leads? How many calls do you need to make to get the necessary number of qualified leads? How many sales calls do you need to make to close the needed number of sales?

Thinking of sales this way makes it suitable for a well-thought out, measured and controlled approach – a process approach. If it usually takes 50 phone calls to set the necessary number of sales appointments, who wouldn’t want to improve and set the required number of appointments in 40 calls? That is the opportunity a continually improving process provides. The goal is for you to be in control of your sales cycle.

The process approach also ensures consistency in handling sales. Making sure research is conducted on potential clients, pre and post sales call sheets are completed, specific goals are set and activities needed to reach the goals are carried out. The sales process can also be designed to ensure meaningful, regular reports are submitted to management and to the marketing department, which should be using sales data to monitor and adjust marketing techniques.

The Bizmanualz Policies, Procedures & Forms product line follows the Plan-Do-Check-Act approach, moving philosophies that incorporate improving processes, defect reduction, and lean thinking from the factory floor to vital business functions. Our newest release is Sales & Marketing Policies Procedures & Forms.

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