Structured or Unstructured?
Some businesses need a highly structured sales process that dictates specific activities sales reps need to execute. These might include things like a discover call, a demo, a pricing meeting, proposal, signature meeting, etc. Often a structured process is needed for more junior sales reps and where the volume of sales activity is high and the dollar value of the sale is low.
For complex sales cycles and when selling professional services, sales teams do not need a highly structured process. For these teams, a stage-based marketing and sales process works better. In each stage, there are a range of activities, strategies and tactics teams will use to engage the buyer and DMU (decision making unit) across the buyer’s lifecycle.
Buyers Don’t Care
The buyer wants a simple and clean buying process. They don’t care if they are engaging with your marketing a sales team. They are simply following their buying process – often in an unstructured and unpredictable way. The typical stages of the buyer process are: