What’s a sales process?

 A sales process is a set of repeatable steps that a sales

person takes to take a prospective buyer from the early
stage of awareness to a closed sale.
 Simply put, it is a potential customer’s journey from
realizing they have a need for a product to making an
actual purchase.
 And since the sales process is a journey for a prospect,
it is a roadmap for a sales person.
sales process consists of 5-7 steps
SALES MANAGEMENT PROCESS OF
COCA COLA

Salesforce
Describing the Strategic Role
Developing Directing the Effectiveness
personal of the Sales
the Salesforce Salesforce and
selling funtion Function
Performance
Following type of sales people
include in personal selling:
 Order Takers
 Seek repeat sales, make certain that customers have sufficient product
quantities where and when they need it. Do not require extensive sales
effort. Arrange displays, restocks them, answer phone calls. Low
compensation, little training required. High turnover of personnel.
 Inside Order Takers receive orders by mail/phone, sales person in a
retail store.
 Field Order Takers travel to customers.
 Order Getters
 Sell to new customers and increase sales to present customers,
sometimes called creative selling.
Generate customer leads, provide information, persuading customers
and closing sales. Required for high priced, complex and/or new
products. High pressure, requires expensive, time consuming training
 Trade Salespeople
 May perform order taking function as well. Spend
much time helping customers, especially retail stores,
to promote the product. Restock the shelves, set up
displays.
 Team Selling
 Team selling is “selling using multiple people who
each bring something unique to the sales process,
especially when specialized knowledge is needed to
satisfy different interests in customers' buying centers.
Elements of the Personal Selling
Process
 Salespersons use exactly the same sales method, but it
is generally a seven step process:
 Prospecting and Evaluating
 Making the Presentation
 Closing
 Following Up
Functions Performed by salespeople to
manage their customer
Sales Custom
Call er Order

Follow Purchase
Up Order

Order
Delivery
Specific Characteristics which
makes sales manager effective:
 1. Coaching
 2. Critical Thinker
 3. Hiring
 4. Be a team player
 5. Treat all your salespeople equally
 6. Give positive feedback
Sales Process and how to Prospect
New Account
 1. Get a decent list of prospects.
 2. Create a qualifying script.
 3. Set reasonable prospecting goals.
 4. Get into a positive mental state.
 5. Make the calls.
Sales channel use in Coca Cola:
 Trade Shows: We conduct our trade shows in the following ways:
 Business Theater: We set up our business theater where our well
trained sales rep
gives the potential customers the presentations regarding our product.
 Brief Overview: A brief overview of the company is given to the
attendees along with all the exciting things that they would find inside
our booth. They are also giving a brief introduction regarding our
product.
 Booth Activities: Fun activities are offered at the booth where people
can play different games and are offered prizes.
 Team Selling: We practice team selling in our organization. It is
implemented in the following ways
 Distribution:
 Direct Distribution (Company 2 Company)
 Indirect Distribution (Company to Distributor)
Suggestions:
 Just as we always encourage our sales people to follow up with potential
clients, be sure to follow up with your sales team on discussions
brought up in coaching, training, or sales meetings. Ask them whether
the information was useful, how they are able to apply it, what issues
they are still encountering. When you follow up on key discussions,
your sales people will be more likely to actively apply the material to
their daily activities.
 Managers often emphasize to their employees the necessity for
constant development and training. Don’t forget that the same applies
to you. Consider taking a professional sales management or sales
coaching course to help you manage your sales team toward more
productive and profitable possibilities.
 Goals do not have to be just about hitting numbers; you should also set
developmental goals with your sales people. Tangible goals around
habit and attitude improvements as well as knowledge and skills
acquisition goals will produce well-rounded professionals who will
better be able to achieve their sales targets.
 Be a resource for your team. Share your own success stories, best practices, and
advice on your areas of expertise, and direct them to appropriate external
resources when needed. Show your team that they can come to you with
challenges and questions.
 Do you know your sales team and how they learn best? Take some time to
identify the personality types and learning styles of the people within your
team in order to help you deliver your sales meetings, coaching, and training
sessions in the most effective way.
 Don’t allow negative morale to pervade your company culture. When signs of
negative morale become apparent, find out what is at the root of your
employees’ concerns, and then have an informative and open conversation with
them about their concerns.
 With your sales team at the heart of your business, it’s important to keep them
in constant development in terms of industry, product, and sales knowledge.
Early in the year, work out a training and development plan with each sale
professional, and stick to it, no matter how busy things get. Ensuring that your
sales team is equipped with the latest knowledge will translate into more
opportunities for new business and innovation.
Conclusion
A defined sales process can help you do the right things right and know for sure what
works and what doesn’t. Equipped with this knowledge you can avoid making the same
mistakes.
The long-term advantages of adopting a well-tuned sales process are plenty.
 Your sales team can:
 create and maintain long-lasting customer relationships,
 ensure higher customer lifetime value,
 reduce customer retention costs,
 get more referrals,
 increase sales revenue.
For a sales manager, following a standardized sales process creates a possibility to
concentrate on the things that matter most: planning, distributing leads, prioritizing tasks,
managing your team’s time and work load better, as well as making more accurate sales
forecasts.
To make sure your team sticks to the process, you need a CRM. A CRM system will automate
every sales stage and prompt what actions to take, when to follow up, send information and
when to start preparing your sales pitch.
CRM allows you to easily program all sales stages, document all communication and move a
prospect from one stage to another at the right time. Less work, more sales. What more
could you ask for?