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Do You Have a Big Deal Sales Process?
Blog / Sales Management / Mar 21, 2019 / Posted by Lisa Magnuson / 736 

Do You Have a Big Deal Sales Process?

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Most sellers don’t want to think about their sales process, let alone their ‘Big Deal’ sales process. Even tenured account executives believe that sales is more ‘Art’ than ‘Science’, comes naturally, and that every sales situation is unique. Let the sales leaders think about it, the sellers just want to sell.

Sellers, wouldn’t the below benefits be helpful?

  • Improved close ratios by following a successful template
  • Predictable sales results because you have a ‘System’ that produces results
  • Clarity on next steps to progress your sales efforts
  • An approach that is quantifiable and repeatable
  • A way to avoid sales pitfalls and stalls
  • A handy reference for sales tools at the correct stage

Before we go any further, let’s get on the same page by defining a Sales Process. A sales process is a step by step approach to selling designed for salespeople. It should represent best practices, not ‘What is’. It covers initial contact with a prospect through contract and beyond.

It sounds as if there is no downside (but lots of upside) to putting a sales process into place for your sales organization. But what about a big deal sales process? What’s that all about?

A big deal sales process integrates the activities and tools required to land really large contracts. (i.e. 5x your average contract size) It’s an overlay to your existing sales process, not separate. All the same benefits outlined above apply but we can add a few more powerful ones to the list:

Huge contracts are game changers for a sales organization. Why?:

  • Big revenue impact – many times the impact lasts for years
  • Banner account – case study, customer reference, stories
  • Resources – big contracts might mean additional resources
  • Future expansion opportunities – large contracts tend to expand over time
  • Top salespeople retention. Top sales people who land big accounts tend to stay with your company.
  • Advanced sales skills. Account teams who secure large contracts become skilled in all the aspects of identifying, developing and closing big deals. These people and their skill sets can change the sales culture in a transformative way.

A Brief Example of Unique Activities for a Big Deal Sales Process (these are in addition to all the aspects of your regular sales process):

Phase: Interest

  • Pull together the account based selling team
  • Gather insights
  • Pre-call planning with the team for prospect meetings

Phase: Qualify

  • Score the account
  • Schedule a war room account strategy session
  • Determine tools and resources who can help
  • Identify the executive sponsor and key stakeholders
  • Pre-call planning with the team for prospect meetings

Phase: Develop

  • Engage the account team in the development of the Strategy Brief (i.e. Relationship Map, Pre-Strategy SWOT, Strategy Chart, Win Theme™ development, Competitive Analysis)
  • Use strategy tools such as the RFP/Big Deal Success Calculator™
  • Engage the executive sponsor
  • Schedule more war room account strategy sessions
  • Pre-call planning with the team for prospect meetings

Phase: Propose

  • Continue work on the Strategy Brief (i.e. Relationship Map, Pre-Strategy SWOT, Strategy Chart, Win Theme™ development, Competitive Analysis)
  • Schedule more war room account strategy sessions
  • Pre-call planning with the team for presentations, proposals or demos (Use Win Themes™)

Phase: Conclude

  • Continue work on the Strategy Brief (i.e. Relationship Map, Pre-Strategy SWOT, Strategy Chart, Win Theme™ development, Competitive Analysis)
  • Schedule more war room account strategy sessions
  • Pre-call planning with the team for prospect meetings
  • Conduct win retrospective with new customer
  • Win celebration for the entire account team

Phase: Expand

  • Develop executive engagement roadmap
  • Update research and insights
  • Create pro-active account management approach
  • Refresh the Strategy Brief (i.e. Relationship Map, Pre-Strategy SWOT, Strategy Chart, Win Theme™ development, Competitive Analysis)
  • Pre-call planning with the team prior to important customer meetings

Follow a big deal sales process and watch your win rates skyrocket. As sales leaders embrace the future skills needed for large scale enterprise selling success, their teams will ring the bell more often with TOP Line Account™ victories!

    About Author

    Lisa Magnuson is an expert in corporate strategic sales and TOP Line Account™ revenue building. As a respected sales consultant and author, she works with clients to build successful strategic sales programs that drive revenue from large new accounts and enable growth from existing high value customers.

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