The challenges for a salesperson or a sales manager are numerous. One such challenge that often arises during the sales process is the realization that a crucial step has been skipped. This situation is not uncommon and is faced by many salespeople. However, it’s not a moment for reprimanding or pulling out an accountability chart. Instead, it’s a moment of realization and an opportunity to rectify the error to avoid ending up in the ‘no decision lane.’
I have written about the importance of skipping stages of the sales process elsewhere on this site, most recently in “The Key to Profitable Sales Organizations: Understanding and Adhering to the Sales Process,” where I remind you that, according to the Harvard Business Review, 28% of companies that master at least three stages of their sales process will see an increase in revenue growth.
When you recognize you’ve missed a step in your sales process, it resembles backing up a train. You’ve got a lot of cars put together, but one is out on its own. Addressing this situation requires a specific style and approach. As a sales leader, your focus should be on the next step in the process. Have you covered this step from a question in the sales meeting? It’s important to ask questions like, “What is next? What is missing? What is now?”
As a salesperson, if you realize you’ve missed a step, address it head-on. This approach allows you to rectify your error and builds trust with your prospect by demonstrating transparency and accountability.
Sometimes, the missed step in the sales process is not a tactical miss but a failure to qualify the prospect correctly. You need to back up and restart the sales process in that situation.
You might realize that you didn’t spend enough time with specific key decision-makers in the company or underestimated the number of people you need to convince for the deal to go through. In such a scenario, you need to go to your Champion, the person who wants you to win, and ask for their help getting everyone on board.
The tricky question often skipped is, “Why won’t you buy this?” This question is crucial and can serve as an early indicator of a potential “no.” Every company has limitations and priorities. Understanding these limitations and priorities allows you to navigate the sales process better and effectively address any issues that may arise.
The sales process is a journey fraught with challenges and obstacles. However, these challenges also present opportunities for growth and learning. By backing up your sales process when necessary, being transparent about your mistakes, and leveraging your champions, you can navigate the sales maze and achieve your goals.
Here are four direct steps you can take as a sales leader, starting today, to enhance your sales process.
- Focus on the Next Step: Always watch what’s next in your sales process. Make sure to cover each step thoroughly during your sales meetings. Ask questions like, “What is next? What is missing? What are we doing now?” to ensure the team doesn’t overlook a step.
- Admit and Address Mistakes: If you realize you’ve missed a step in your process, don’t ignore it. Be upfront about your mistakes and inform your prospect that you overlooked a step. This discipline helps rectify the error and builds trust with your prospect through transparency and accountability.
- Qualify Your Prospects Correctly: If you’ve failed to qualify a prospect correctly, don’t hesitate to restart your sales process. Spend adequate time with key decision-makers and ensure you’ve convinced all of the influencers for the deal to go through. If needed, approach your Champion, the person who wants you to win, and ask for their help getting everyone on board.
- Ask the Tough Questions: Don’t skip asking, “Why won’t you buy this?” This question can serve as an early indicator of a potential ‘no.’ Understanding a company’s limitations and priorities can help you navigate the sales process more effectively and address any arising issues.
