This article addresses the question: how to build sales process algorithms? What is a conveyor? Can every business use this methodology?
This article addresses the question: how to build sales process algorithms? What is a conveyor? Can every business use this methodology?
Henry Ford was the first to introduce the separation of processes in the automotive industry, which led to the creation of an assembly line. His approach significantly increased efficiency, reduced costs, and shortened production time. Ford divided the production process into separate, sequential stages, each of which was performed by a separate worker or machine specializing in one task. This made it possible to standardize the work and make it more predictable and efficient.
In White Sales, we were inspired by Henry Ford's idea and adapted it to the sales process. Sales is a process consisting of stages that must be completed from the moment a customer's request is received to the moment of sale, payment, or signing of a contract. We call this process a “conveyor”.
Analyze current processes
First of all, you need to analyze how your salespeople currently process customer requests (or “leads” in sales parlance). Let's take 2 types of companies as an example:
1) selling a personalized service - a digital marketing agency that creates websites, promotes SEO, and sets up advertising campaigns on Google.
2) a company that sells a ready-made product - a real estate developer.
Receiving a lead - a new request from a client through a website, social media, referral program, or other lead generation channels.
Briefing - communication with the client to identify their needs.
Presentation of the solution and agreement of terms - presentation of the offer and agreement of terms (price).
Contract and payment - agreeing on the terms, payment, and starting the interaction.
Modeling the stages
There are four main stages of the process:
New - getting a lead.
Brief - the first communication to identify customer needs.
Offer - presentation of the offer.
Contract - agreeing on the terms, payment, and signing the agreement.
Receiving a lead is a new request from a client through a website, social media, referral program, or other lead generation channels.
First communication - communication with the client to identify their preliminary needs and invite them to a consultation.
Consultation and presentation of products - identifying the client's needs, selecting and showing relevant offers.
Reservation - booking an object and agreeing on the terms and conditions
Contract and payment - payment and signing of the contract.
Modeling the stages
There are four main stages in the process:
New - receiving a lead.
Communication - an invitation to a consultation.
Consultation - briefing, selection and presentation of proposals.
Reserve - booking an object.
Contract - payment and signing of the agreement.
Tip: The fewer stages, the better. Don't plan 10-15 options for moving a deal through the pipeline at once. You can always increase the number of stages, but it's important not to confuse the checklist action with the stage.
Deals can only move to the right: At each stage, they can theoretically be lost. Therefore, it is also worth highlighting the main reasons why the deal will be stopped.
A clear algorithm of the manager's actions: Each stage has its own logical order of actions.
The ultimate goal is to win the deal.
What should I do if the client has disappeared?
Contact at least 3-4 times before losing the deal with a certain interval and different communication channels. For some businesses, it is advisable to make 2 attempts to contact 2 days in a row and make an interval. For others, it's better to make a longer interval and stretch it out over time (for example, make 5 communication attempts within 2 weeks).
The whole team works on a pipeline in CRM: It is the primary source of information.
Each action with the client should be followed by the next action: We always plan the next communication.
Work through objections: Identify the client's true questions because people don't always say what they think. The phrase “I'll think about it” usually means “I'm in doubt.”
To create an effective pipeline, use the templates below and adapt them to your specific needs. And if you want us to help you create a sales pipeline, don't hesitate to contact us!
Thus, the sales conveyor helps to structure the sales process, while making it more transparent and manageable. Use this guide to systematize your sales and increase their efficiency.
