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Is It Time To Systematize Your Sales Process?
Blog / Leadership / Aug 11, 2017 / Posted by Colleen Stanley / 7979

Is It Time To Systematize Your Sales Process?

1 comment

Sales is the department that drives all the other departments. Without revenue, there is nothing to ship, install or invoice. So why is it that this important department is often the last one to be systematized?

Can you imagine your accounting department not having systems for paying employees, vendors and the government?

Or, how about a company manufacturing products not having a repeatable process for producing high quality products? There are several reasons for lack of systems and processes, but here are a few common reasons (and excuses).

#1: I hired veteran salespeople. Translation: Your sales department looks like the Wild West with everyone running their own playbook. Sadly, most of the methodology is outdated because business has changed dramatically in the last five years. Without a sales playbook, it also takes longer to onboard new hires because, well, which playbook should you teach the new hire? Betty, Bog or Joe’s?

#2: Delayed gratification. This is the ability to put in the work to achieve the reward. In this case, work is needed to document your selling stages, scripts, frequently asked questions, competitor information, product knowledge and the list goes on. In smaller companies, this job often falls on the sales managers to lead this project and guess what? They like closing deals, not documenting how deals get closed.

#3: Inability to transfer knowledge. For many sales managers, the biggest challenge is transferring the knowledge that made them successful. They are unconsciously competent, often not knowing just how they do what they do.


Documenting your sales organizations sales approach can seem overwhelming. Apply the very savvy advice of eating the elephant—one bite at a time. Based on your time and talent, you might consider hiring outside help to get this important job done.

Let’s just look at three areas for getting started. (There are many more……)

#1: Hiring process. Work on this process first because if you don’t hire well, you will need to learn how to fire well.

Create a customized hiring manual filled with 20 to 40 great questions testing the key competencies identified for success at your company. Get clear on your go/no go questions (your non-negotiables) that help disqualify candidates early in the process.

#2: Business development. There’s a lot to document at this selling stage, however, start with your value propositions. Without these, salespeople can’t get a sales conversation started. Create customized value propositions designed for the specific industry and the buying influence. Ie. CFO in healthcare.

#3: Sales meeting. Document the key questions your sales team should be asking and will be asked by prospects. And I am not talking a product dump. Questions such as, “What are the changing demands from your customers? What are you doing to keep up with those demands?” Include the responses because if your salespeople knew what to say, they would! If you are up against a tough incumbent, design questions that expose competitor gaps, without ever mentioning the competition.

If you’re serious about scaling your sales organization and revenues, get serious about systematizing your sales department.

Good Selling!


Pipeliner CRM is completely customizable to a company’s processes–one or more. Get your free trial of Pipeliner CRM now.

About Author

Colleen Stanley is the author of Emotional Intelligence For Sales Success, and Growing Great Sales Teams. She is an international sales keynote speaker and has been recognized as one of the Top 50 Sales Bloggers in the world for the last 3 years. She is also the creator of the Ei Selling® System.

Author's Publications on Amazon

Emotional intelligence plays a vital role in every stage of the sales process. It’s easy to get defensive when prospects challenge you on price or to quickly cave and offer discounts in response to pressure. Those are examples of the fight-or-flight response--something salespeople learn to…
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Finally, a business tool that sales managers don't have to plug in, recharge, or invest in software - the dynamics of old-fashioned principles that build high-performance sales teams. Using powerful lessons learned growing up on an Iowa farm, Stanley weaves "heartland" principles with tactics and…
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Comments (1)

Hey Colleen!! I like the way you present the sales process idea, it’s very structured. I work with sales myself and I believe that the best good practices in this area come from having organized and clear processes. I just wanted to share with you this blog post that talks about the importance of starting any sales process with transparency to identify value for both parts:

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