Process- Process it
We may not achieve
the desired results when we fail to define a process. A result is completing a
specific set of activities outlined in the process. Sales is no exception; when
a salesperson does not achieve the desired results, they should first examine
whether they have followed the defined process. If gaps are identified, it's essential
to address and fill them. While market conditions and customer responses can
impact sales, it's crucial to focus on what can be improved on our end first.
If the company needs a well-defined process, the team should come together to compile
successful sales calls and identify the parameters contributing to those
successes. This collaborative effort will help develop a structured sales
process based on proven strategies, allowing the company to create case studies
and a reliable framework for future sales efforts.
Older processes may
become ineffective due to market conditions or buyer preference shifts. In such cases, it's essential to study the market and understand
customer behavior to revise the sales process accordingly.
The world has seen
successful companies, like Toyota, that are both process-driven and
market-oriented. It can be beneficial to analyse organizations that you
consider role models in sales, identify their best practices, and implement
relevant strategies tailored to your company’s needs.
As Edward Deming
once said, "If you can't describe what you are doing as a process, you
don't know what you're doing."
Go back to your
boardroom to revisit your process or develop a new process to achieve your
desired sales results.
M.L. Narendra Kumar
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