The sales process is the sequence of well-defined intertwined actions to ensure sales success. It is the programming and mapping of the sales engine to define how it will work. It is undoubtedly the backbone of any sales operation and must be understood thoroughly for a successful sales process design and CRM implementation concurrently.
There are seven attributes of a well-designed sales process and CRM:
Designates action to be taken
It clearly leads the sales team for a specific action to be taken. It can be comprised of several sub-actions contributing to one meaningful progress to help the prospect through the sales funnel.
Tells how to do, not just what to do
Sales process DNA does not have room for hows. Successfully executing a sales process is another thing and falls into the category of sales playbooks, best practices, etc…
Specifies the info to be gathered
Before you have an appointment, you should know the decision-makers name. Before you submit your proposal, you have to assess the need. Sales process conveys the labels of the info you should get before moving to the next step.
Guides judgement and decisions to be made
At each step, the salesperson submits their relevant judgment and their decision. There should be some criteria set to help them verify their decision to move forward or take alternative action.
Shows the best route to success
It is not just the quality of action steps that makes the sales process well-designed. It is how they are brought together to ensure sales efficiency and effectiveness.
No lead or prospect falls into the cracks in a masterly crafted sales process and disappears. There are a bunch of customer statuses where you can be sure why they are there, when and what will happen to them.
With the help of a well-structured CRM, sales process inherently collects and records data of actions and results. There is nothing like an ultimate sales process but just an ongoing sales process optimisation.