HOW TO DESIGN A KILLER SALES PROCESS

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Jordan Muela
CEO, LeadSimple
www.LeadSimple.com
 OUTLINE FOR TODAY
WHY PROCESS MATTERS
+
5 Step model for refining
your sales process
 Why
Process
Matters
The Average
Sales
Process
$ALES
comes down to

50% lead quality

50% sales process
PROCESS
ELIMINATES
PROCESS
UNIFIES
PROCESS
EMPOWERS
 PROCESS
DIFFERENTIATES
PROCESS
SCALES
PROCESS
LASTS
PROCESS
ADAPTS
“When each step in the
sales process is handled
correctly, the close is

”
the natural conclusion.
- TOM SOMMERS
BOTTOM LINE
Your sales process will define
your sales results.
Period.
5 STEPS TO
A PERFECT
SALES PROCESS
DOCUMENT
CURRENT
PROCESS
1
 MOST
IMPORTANT
STEP
LAST
15
LEADS
Where did each
lead come
from?
How were they
distributed?
How was the
responsible
party notified?
How long did
that take?
Was the lead
emailed or
called first?
How long did it
take to make
the first call?
How did the first
call go?
How did the
second call go?
How many calls
did it take to
make contact?
How many
leads were
unreachable?
How many calls
and emails were
made?
How many leads
agreed to
meetings?
How many of
those meetings
were completed?
What forms and
files were sent
to each lead?
At what step in
the process
were they sent?
How many leads
were won or
lost?
What was the
reason for the
leads lost?
How were
followup actions
scheduled?
WHAT
WILL
YOU
FIND?
 YOUR AGENT

Could This Be Your Process?

MAP
NEW
PROCESS
2
RULE 1:
ALWAYS START OFF BY
LAYING OUT YOUR
SALES STAGES.
INSERT SCREENSHOT
RULE 2:
ALWAYS CREATE
STAGE SPECIFIC
FOLLOW UP ACTIONS
STAGE + WORKFLOW + TEMPLATE

New
Email Templates: 4
Day 1 - Call in 5 Minutes
Day 1 - Send E-mail #1 (See Template) Email Templates: 2

Day 1 - Call after 30 Minutes

Email Templates: 3
Day 2 - Call
Day 3 - Send E-mail #2 (See Template) Email Templates: 1

Day 5 - Call

Document Library
Contacted

Meeting

Won
EXAMPLE:
 Lead Find Available Agent
Arrives
Assign Lead

1 If lead was not called Notify

min Call #1 within 5 minutes Sales Manager

Lead
Answers NO Do Nothing

30 Call If lead has not been

Reassign Lead
min #2 called after 30 minutes
 Lead
YES Answers NO Leave Voice Mail

Schedule In Person Meeting

Was Meeting
YES NO
Scheduled?

Change Stage to Meeting Change Stage to Contacted

Send Confirmation email Send Email

Schedule Reminder Add to Follow Up Schedule

FOCUS ON
IMPROVING
ONE STEP
3
Image credit goes to Brian Balfour, VP Growth @ HubSpot who blogs at coelevate.com
Starting
Points...
FIRST CONTACT
Focus on driving down initial lead
response times. Start by
implementing tracking and then
move to add automation.
APPOINTMENTS
Create one significant piece of
sales collateral and then embed
it in your sales process so every
prospect sees it.
MEETINGS
Start sending out automated
meeting reminders to leads via
AppointmentReminder.org.
CLOSING LEADS
Test a new promotional offer and
track close rates for the people
you offer it to vs. those you
don't.
LOSS TRACKING
Start tracking a specific reason
for every lost deal and tally them
up over time to identify common
patterns you may be able to fix.
LEAD NURTURING
Create a long term follow up
schedule and nurturing
campaign.
DEVELOP
YOUR
SLA
Service
Level
Agreement
4
SLA Performance for Q1 2015 (Jan. 1 - Mar. 31)
Agent: Dave Metzger

Speed To Call (For initial call)

Format Response Time Goal Violations Compliance

Phone 14 minutes 5 minutes 37 77%

Number of Contact Attempts (For non contactable leads)

Format # of Attempts Goal Violations Compliance

Phone 14 minutes
3 5 12 67%

Email 5 5 8 79%

Total 8 10 20 73%
 “People respect
what you inspect.”
Chet Holmes
Author of “The ultimate Sales Machine”
3
SLA BEST
PRACTICES
MONTHLY
REVIEWS
1
DISPLAY
PUBLICLY
2
CONNECT IT
TO PAY
3
PROCESS
OVER
OUTCOMES
5
 Outcomes are
what happened.
Process is why it
happened.
PLAN THE WORK
WORK THE PLAN
Results are what ultimately matter...
And results are easier to assess and more objective than evaluating processes.
But managers often make the critical mistake of assuming that good outcomes
are the result of a good process and that bad outcomes imply a bad process.

In contrast, the best long-term performers all

emphasize process over outcome.

Michael Mauboussin
Author of “The Success Equation”
MONTHLY
WEBINAR
(Second Thursday of Each Month)
webinar.leadsimple.com
leadsimple.com/sales-course