To run and build a successful agency, you’ve got to be committed.
You’ve got to be “all in”… or not at all.
That’s exactly what Roy Gilbert is when it came to his sales system.
In a recent conversation, he told me about his sales system. It was working “ok” but far from great. When I asked him which parts specifically were ‘far from great’ he was quite unsure. In fact, he could not pinpoint it – he didn’t have any of his sales processes written down.
In other words, he hadn’t properly committed to his sales process and he alone was the system!
Maybe you’re the same?
And if you are, you could well have a sales process that may not be getting results for you now and will certainly not give you the results you will want in the future as you tire of this approach.
Here’s the thing…
If you’re not tracking your sales processes, you don’t have a sales system. There is no mechanism for feedback and feedback is what is needed for improvement.
That means you probably don’t know where exactly your leads come from or where they are in your funnel. Most importantly, you don’t know where the weak spots are in your funnel, where the biggest leaks are and where you should focus your efforts on making improvements.
These are all good reasons why you need a proper sales system.
So here are the five steps for systemising a sales process and turning it into a system:
Step 1 – Get Clear on ‘how to filter, fast’
You need to get clear on who you talk to and who you don’t want to talk to. If you don’t get that right, you’re going to waste your time dealing with people in your funnel who should not even be there..
Step 2 – Break down and know the specific stages of your sales process
Break it down into clear steps of engagement and relationship development. The more steps, the more precisely you will be able to identify specific improvements. Don’t overdo this though – it’s a case of diminishing returns.
Step 3 – Record and understand your numbers
Knowing your numbers at each of these steps helps you make incremental and consistent improvements. Keep records on a weekly basis.
Step 4 – Develop a sales process timeline
Putting your sales system on a timeline not only adds another dimension of management feedback but it also helps you form disciplines that will improve results further.
Step 5 – Develop an operational cadence
Commit to the process and keep running it the way you have systematized it. Over and over. A routine will help with efficiency and proficiency.
Step 6 – Regularly review
Review the overall performance of your system on a regular basis – not every day or every week, but typically monthly, to avoid over-analysing and meddling. Use the numbers to make sound improvement decisions. Update your process formally each time you make a change and adhere to it from then on.
A proper sales process creates predictability. You create a system that you can teach to your team that generates the outcomes you want and expect.
The alternative is to run around frantically, hoping that you can luck-out and make some sales. Put the work in and your entire business will benefit massively in the long run.