Simple sales processes

Very Simple Sales Processes

Recently, I spoke with a business owner who told me that networking at his local Chamber of Commerce just didn’t work for him. He said he saw the same people there every week, everyone was there to sell and no one was there to buy.

I said, “tell me about your process for attending Chamber functions.” He cocked his head to one side, looked at me funny and said, “What do you mean process? I go to the Chamber function, I see the same people all the time and no one is interested in buying anything. There’s no process.”

“There’s always a process,” I told him. “Even when you don’t think you have one, you have one. Here’s what I mean,” I continued. “Right now, you described your process as follows: 1. Go to Chamber Function. 2. See the same people you saw the week before. 3. Sell nothing and 4. Repeat the process next week. Is that pretty much it?”

“Well, I’m not going to keep doing that forever,” he laughed, “but yeah, that’s pretty much it.”

“Okay,” I told him, “before you bag the Chamber entirely, let’s see what happens if you change your process a bit. Here’s what I recommend you try next week: 1. Go to the Chamber Function. 2. Ask each of the people you meet who in their organization buys the products you sell. 3. Jot down the name. 4. Ask the person to introduce you to the buyer and 5. Document your results. It’s a very simple process,” I told him, “but it will very likely change your results.”

Sure enough, about a week and a half later I spoke with the gentleman again and asked what happened. He said, “It was nuts. For the first time in months, I actually walked out of that event with some solid leads. Two people offered to personally introduce me to the buyer, while a third said that I should contact the buyer directly myself, and just let the person know that my Chamber contact suggested I call.”

“That’s great,” I said. “Same Chamber, same faces, but your new process got you a much better result.”

To be candid, that recommendation could have gone the other way. If the people at his local Chamber either didn’t know the buyer or didn’t want to introduce this person to the buyer, he might not have gotten those referrals. But as this example demonstrates, even minor changes to the Sales Process can provide dramatically different and better results.

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