Ensuring The Next Step In The Sale

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Ensuring The Next Step In The Sale

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Many salespeople work for months to get a conversation, quote, or a purchase order in front of a qualified decision-maker.

Unfortunately, this is also where many of us drop the ball.

After all that work, we often leave the next step of the sale to our prospects, waiting for them to get back to us with their ideas, appointment confirmations or orders.

This does nothing to serve them, and it also extends our sales cycles.

To learn how we can own the next step in every sale, we sat down with Matt Rose, executive vice president of sales at H-Wave and former US Army medic. He showed us exactly how he coaches his sales team to ensure that each conversation with a decision maker is never the last one they have.

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: To trigger this system, Matt says we must be certain of the needs of our customers. This means being familiar with the type of business they have and the key performance indicators of their business model. Without having this information ahead of time, we are shooting in the dark and taking a chance that our value proposition will land on deaf ears.

Once we map out the things our prospects are most likely concerned with and the challenges they face, we are ready to conduct outreach in a way that ensures we own the next step in every conversation.

R – Repeatable: The first step in making this a repeatable system is to identify what a win looks like for this particular customer. What results do they need to see to consider doing business with you a good decision?

Second, ensure that during your conversation with prospects, you are mapping out their goals alongside them. Sometimes the biggest value we can add is in helping our potential customers better define what success would look like in their personal and professional lives.

Third, identify all the stakeholders you will need to communicate with to manage this deal. This will depend on your prospect’s individual purchasing process, but you don’t want to leave the call without getting their names and contact information so that you can own the next step of reaching out to each of them.

Fourth, determine what a great return on investment looks like at an exceptional level for your prospects. You can enter conversations having a fair idea of what this looks like, but you will want to clarify it with individual prospects to ensure that you communicate it during each step of the sales process. Instead of selling them what do you think they need, find out what success looks like to position what do you sell as a bridge to that objective!

I – Improvable: To improve this system, gather weekly feedback where your teammates and sales representatives can talk about the challenges and successes that they encountered during their conversations. Often, salespeople will discover solutions that we didn’t think of when developing call scripts and email templates. We want to make sure those are built into future outreach so that as one salesperson learns a better way to serve, everyone on the team benefits.

M – Measurable: To measure the success of this system, Matt recommends measuring the amount of business we do with each customer, and measure how in compliance we are with our own sales process.

Next, ensure that you are measuring how aligned your actions are with your onboarding and delivery process, as they will also be critical in ensuring that you own the next step of any follow-on sales or referrals after the sale is made.

It is not only possible, but essential that we own the next step of every conversation and the next step of every sale!

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