Tuesday, July 4, 2017

Do You Know Which Is The Key To An Efficient Sales Process?

The Key To An Efficient Sales Process
Whenever I make a statement like this, I like to use an example to illustrate it.

In this case I would like to tell you about the phone conversation my youngest kid had with the sales representative of a company a couple of weeks ago.

I was working at my desk, when the phone rings and my youngest one, Gabriel David, picks it up.

Suddenly, I began to listen to my son in an anguished tone, because he didn’t know how to get rid of the person who was on the other side of the phone.

From the things my son said, I assumed that the person would be the representative of a telephone company, whom have us all accustomed to those sales-driven, pushy phone calls, in which the seller does not even pay attention to a single word we say.

When I heard my son was already having a bad time, I said, "Gabriel David, tell him you're only a 12-year-old boy and ask him to leave you alone," and so my son did. It was only at that moment that the person on the phone decided to hang up.

And I asked myself after thinking about the whole situation: Did not that person realize that he was talking to a child? Did not that sales representative realize that he was not going to close the sale as long as we kept on talking to a child?

We all want to sell the most. It doesn't mean though we can sell to everybody.

Obviously we all know we want to sell our products and services.

In fact you have a business because you want to sell the products and services you offer. However, to have a really efficient sales process there is something you definitely have to take into account.

Have you noticed how the bigger buildings have to have strong, solid foundations? The same things goes for your sales process: to be truly efficient, solid, it must have a solid foundation.

Which are these foundations?

The key is to know who you are targeting to.

It's obvious we all want to sell. The purpose of running a business is to sell the products and services you have to offer. Only by selling, and as much as possible, your business will move forward and grow.

However, taking into consideration time is really the most valuable and limited resource we have to manage our business, we must necessarily ensure that time is used in the most efficient manner, at all times and in all areas. And sales is no exception.

All the time you spend in a non-buying prospect is more useful when used to approaching one more likely to buy.

That is why the key to having a really efficient sales process is based on the selection of individuals who will be the center of all your attention and efforts.

Furthermore, while it is true we all want to sell as much as we can, it is also true we can’t sell our products to everyone.

There is no product so generic that everyone is going to buy it. Such product doesn’t exist. That is why you must make a very careful and serious selection of the people to whom you are going to direct all your sales, marketing and communication efforts.

In short, you have to define very clearly who is your target market, which is the market you will be approaching to and will spend most of your time and energy on.


It’s natural for most business owner to have the desire of selling their products to the largest market possible no matter what, without any kind of distinction or segmentation.

However, in this post we are not talking about whether or not you can sell to everyone but about the key to having the most efficient sales process.

And it is at this point, when we talk about efficiency, that it becomes evident your need to be very selective when choosing a person or company as a possible sales opportunity (or sales prospect) for your products and services.

You must always start by defining your product’s natural target market.

All the products that exist in the market have a natural audience. In fact when any entrepreneur decides to develop a product, they do it based on the results of a analysis (sometimes more serious than others, according to each person or company) of the existing market conditions at the time.

Based on this analysis the entrepreneur considers there is a clear and feasible opportunity, that there is a need that is not properly covered, or even not covered at all, and therefore there is the opportunity to create a product to fill in that gap.

Your initial target market must always be people who need, or might need, your products or services.

And behind every need, there is a person, a community or a company. And that's where you find your natural market, the main one.

Your natural market is the audience you should focus your attention on, because they are the people who truly need, or will need the products or services you offer at some point or time.

Again let's look at an example: You sell acne creams. Who will be your first customers? Which will be your natural market?

The answer is obvious: your natural clients, your target market gathers all the people who have an acne problem. And the same criterion applies to all products and services.

If we make an honest and adequate analysis of the product we have, we can certain and easily find out which the natural market is, most often called the "target market", that is, the audience you will have to be approaching to from the very first moment.

Yes, it is clear that you can end up selling your products and services to many people, not only those within your natural market, your target market. That's true.

But as I told you at the beginning of this post, we are talking about an efficient sales process.

And it is at this point in the sales process, when it comes to identifying your market for potential customers, that the more specific and thorough your selection of those people you are going to approach, will be key on achieving your best performance therefore the best results of your efforts.

If the quality of your "potential customers" is very low, your salespeople will find it much more difficult to close the sale, so the process will cease to be efficient.

And the opposite is also true: the higher the quality of those prospects, the easier it will be for your sales team to close the sale, so they will sell more in less time. A much more efficient sales process.

Now do you see why choosing the right target will be key to developing an efficient sales process?

Photo credit: Kardd - View portfolio

Other articles in this blog that are related and you will like to read
How can you professionalize your sales team? Why do you need to do it?
How Can You Recognize When A Prospect Is Really Good And Not Just A Waste Of Time?
How Can You Be More Effective When Making Sales Calls?
Are You Aware Of The Tricks Your Salespeople Use To Close More Deals?

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