When does the sales process begin and end? This is a big question, because we need to define “what is not sales” to determine what is sales. If I search the internet I get the following definition:

“Sales ” (As defined on the internet)

Sales (plural only) is activity related to selling or the amount of sold goods or services in a given time period. The seller or the provider of the goods or services completes a sale in response to an acquisition, appropriation, requisition or a direct interaction with the buyer at the point of sale.

I would like to invite us to open up our thinking for a moment to a bigger picture of a company so we can explore the accuracy of this definition of SALES.

If I’m a sales person for my company and I discover that a customer has a problem to solve that we can contribute to, then I make a sale by making the customer a PROMISE that we will fix that PROBLEM.

Then once the customer pays for that promise to be executed, does the operations team have a role to KEEP the PROMISE ? Isn’t that also a part of the sales process? Won’t that determine the future relationship with that customer or the number of referrals or the amount of up-selling and cross selling?

Of course it does. I’m suggesting that if we look at sales as a global set of activities throughout the company, not as an isolated action to close the deal, the company will be much healthier.

Let me breakdown the Macro Stages in a sales process and the consequences of performing them Correct or Incorrectly.

Stage 0: Building A Pool of Suspects:  Within your market, build a set of target suspects which will fit as clients if you earn the right to contribute.

Done Correctly – You understand the spectrum of problems or issues this group of people has, and how the consequences of those problems impact them.

Done Incorrectly – You waste time chasing the wrong clients.

Stage 1: Outreach:  Having multiple strategies to introduce yourself to your suspect will increase your odds to having a meaningful conversation.

Done Correctly – A meaningful conversation that disqualifies or qualifies a suspect to become a prospect, in addition a reason is established for the relationship to mature then moving on to Stage 2.

Done Incorrectly – Raising the defenses of the suspect such that they avoid you or don’t want to talk to you.  Typically is the sign of a sales fraud or amateur sales person.

Stage 2: Commitment:  The customer has committed to investing time to explore a solution to their problem by working with your company and to measure your ability to contribute.

Done Correctly – You have enough time committed and scheduled to have a disarmingly honest conversation with the person of authority.

Done Incorrectly – You’re handed off to a gatekeeper or someone to receive a price, or you’re chasing/following-up with the prospect that seems to be avoiding you.

Stage 3: Discovery:  Meaningful honest conversation(s) with the person(s) of authority to diagnose the spectrum of problems and issues the customer has, so you can recommend the right solution(s).

Done Correctly – You disqualify them, or you find a Compelling Reason this prospect should invest Time, Money and Resources to solve the problem and they agree if you will ‘solve the problem’, then they will buy it.

Done Incorrectly – The prospect will stall; make excuses and find reasons why now is not a good time, they don’t have money, or they will run it up the flag pole.  You will chase or may provide tons of information, ideas and solutions that enable the prospect to solve the problem without you.

Stage 4: Diagnosis:  Proposing a way to solve the problems for this prospect, proving that you are the best partner to team up with to make their life better.

Done Correctly – You prove beyond a doubt you solve the problems, the impact for today, the future for the business and also the people making the decision. You leave with a commitment.

Done Incorrectly – You have confused, over presented, pressured or created doubt about committing to performing business with you, but the customer doesn’t feel like he can say that, so he lies to you and provides strokes about your great presentations, and how they will get back to you.

Stage 5: The Close:  An honest conversation about the future which determines a healthy and respected relationship and Removes any “After the sale” regret or remorse.

Done Correctly – The legal process is started, contracts are signed, the operations’ teams are cued up for success and expectations for the customer are set for success. You have laid down land mines for the competition if they try to weasel into the account or customer.

Done Incorrectly – The deal becomes about price, you are compared against other providers as a commodity, and your margins are sacrificed.

Stage 6: Client On-Boarding:  Kick off the relationship correctly and establish a healthy communication method.

Done Correctly – You become a partner, the client feels like they know who to hold accountable and you know how to escalate problems without the threat of being fired or upset. In fact the customer invites you to partner at a strategic level.

Done Incorrectly – You become a vendor, we hope the client likes the service or is successful using our products.  We unexpectedly find the competition sneaking in and undercutting us or creating fear with the client.

Stage 7: Client Acceleration and Expansion:  You’re invited to meet and referred to other people and divisions within the account and client base. You maximize the revenue from this client by solving bigger problems or penetrating wider within the account.

Done Correctly -The executives respect you because your relationship strengthens, the frequency of upsell/ cross-sell is increased and revenue is maximized.

Done Incorrectly – You are relegated to procurement and the buyers are always asking you to cut the cost of your line items, if not threatening you, “they are talking to your competition”.

Stage 8: Client Maturity:  You have maximized your client’s mindshare  and know every division and key executives and team member.  Transitioning to strategic roadmaps and how to ensure the client will overcome obstacles either of you’ll currently understand.

Done Correctly – The trust of your company from the client is high and you are valued as a strategic partner.

Done Incorrectly – If you still have the account, you are holding on by a thread and your margin is suffering, or you’re held hostage by this client because they dominate the percentage of revenue for the company.

Stage 9: Change Management:  Every company has external and internal events that create or upset the company, or threaten its existence. Your clients are not immune.

Done Correctly – You adapt, modify and restart your relationship and leverage all the good will that has been established, by starting back at stages 5, 6 or 7.

Done Incorrectly – Likely you will be fired, down scoped or eliminated altogether.

Stage 10: Off Boarding:  Exit interview, understanding the root cause of the reasons for the break up.

Done Correctly – You learn and grow from the feedback because you found the real reason for the exit not the excuse.

Done Incorrectly – You make yourself feel good or make decisions based on bad data.