What is a Sales Process? 

A sales process is a flow, and it is usually brand-free. It’s a systematic framework that outlines the steps, actions, and stages involved in converting leads into customers. It provides a roadmap for sellers to follow, ensuring consistency and efficiency in their approach. A typical sales process includes stages like prospecting, qualification, needs analysis, solution presentation, negotiation, and closing. Many enterprise organizations create their own sales process(es) with their specific sales stages, and they incorporate elements from one or multiple sales methodologies into it.

A Sales Process Typically Includes These 10 Elements: 

1. It is usually customized to reflect the unique selling environment, organizational structure, sales channels, and customer segments (selling situations also referred to as sales motions). 
2. Well-defined stages; each of which usually has a name like “Identify Requirements” or “Negotiate”. 
3. Each stage has its own buyer-related exit criteria that captures the buyer-specific actions that indicate a deal has moved from one stage to the next. 
4. Specific steps (also called activities) in each stage that are clearly defined. 
5. A goal of reducing cycle time and increasing win rate. 
6. The ability to create a sales forecast from a pipeline of opportunities by stage. 
7. Role-specific guidance that directs the activities of the rep, the manager and the pre-sales support along with any others involved in the process; everyone knows what to do. 
8. Some form of lead management process is integrated with the sales process at the beginning (prospecting, for example). 
9. Some form of implementation and/or customer success is integrated with the sales process at the end (for example, sharing an implementation overview and introduction to the Services and/or Customer Success teams) 
10. The sales, revenue/rev ops or sales enablement function typically “owns” the process and can improve and change it over time.

Sales Methodology Defined 

A sales methodology, on the other hand, is the “how” to sell as a skillset. It’s the set of principles, practices, and strategies that guide the overall sales approach. It focuses on the philosophies and techniques that sales and revenue professionals adopt to engage prospects, qualify deals, uncover needs, address objections, and close deals successfully. Methodologies are usually thematic in nature and often branded by the individual or organization who owns it.   

Miller Heiman’s Conceptual Selling, Jill Konrath’s SNAP Selling are two examples of such branded methodologies. Methodologies usually come with job aids, templates and tools are used to support and execute the selling technique or philosophy. They’re typically sold based on a fee charged for the intellectual property, combined with a per-person, per-year charge for training and license fees. Some sales methodologies boast automation modules within CRM applications, but they lack the discipline of a structure.  Results will not be predictable or repeatable.  Even more important, there is little to no measurement unless it’s somehow connected to your sales process.  

Target Account Selling (TAS) Combines Methodology and Process 

Target Account Selling (TAS)(also referred to as account-based selling) is one of a select few sales disciplines that has both a methodology and a sales process baked into it. Many think that MEDDIC is a sales process, but it’s really a deal qualification framework with multiple processes for decision criteria, decision process, etc. aimed at helping sales teams assess the viability of a sales opportunity. Many companies that use MEDDIC still have to incorporate it into their actual sales process for it to be successful. A sales methodology, meanwhile, complements the sales process by offering specific training, job aids, templates and tools for different activities in the stages of a sales process. 

Sales Process vs Sales Methodology – Real World Scenario 

Now that we’ve articulated the distinct differences between process and methodology, it’s vital for sales leaders to understand – practically speaking – the importance of fully grasping their different but complimentary natures.  

What I see too frequently in business is sales and revenue leaders failing to fully grasp that difference – however nuanced it may be – and therefore making a costly mistake.  

Here are two common scenario I often come across: 

1. Sales and revenue leaders buy a sales methodology, and it’s not easily adopted by their team. This is, in large part, because they don’t always know where or how to incorporate those job aids, templates and tools into their organization’s sales process(es).
2. Sellers are following a sales methodology that is completely disconnected from their CRM where their sales process (stages and activities) lives. 

Taking a step back and designing your sales process to be inclusive of your sales methodology(ies) is worth the extra effort, and it’s not hard to do. Just knowing the difference between your sales process and your sales methodology will help you tie the two together in a meaningful way.

Benefits of More Than One Methodology in the Same Process 

One last point on sales methodology: you aren’t married to just having one. 

In fact, I’ve seen several successful B2B organization incorporate multiple sales methodologies into their sales process. Here are two benefits of incorporating more than one sales methodology into the same sales process.

• Enhanced Adaptability: Every sales situation is unique. By incorporating multiple sales methodologies into your sales process, you empower your sales team to adapt and tailor their approach to the different business drivers of each buyer. 
• Comprehensive Skill Set: Different sales methodologies emphasize distinct skills and techniques. By integrating multiple methodologies, your sales team can develop a broader skill set that encompasses various approaches. This enables them to handle a wider range of scenarios and respond effectively to different buyer behaviors. 

Achieving consistent revenue growth requires an approach that combines the structure of a sales process with the strategies of a sales methodology.

Why having an established sales process is vital in account-based selling 

Lastly, let’s highlight the specific importance of having an established sales process in account-based selling. If you didn’t know, companies with a defined sales process are three times more likely to increase revenue and outperform peers. Let’s dive a little deeper into the importance of a having a defined sales process in account-based selling. 

Account-based selling (ABS) is a strategic approach that focuses on targeting and engaging a select group of high-value accounts. To maximize success in this methodology, having a well-defined and executed sales process is paramount. It provides structure, consistency, and efficiency, ensuring that sellers make the most of each and every interaction with key decision makers in the buying process.

Here are five specific areas of focus where having a defined sales process can have an outsized impact on a sales team’s success in account based selling.

Alignment and Collaboration

A clearly defined sales process fosters alignment and collaboration among sales teams. It ensures that everyone is working towards the same goals and understands how their role influences the sales cycle. By outlining specific steps and responsibilities, sales teams can eliminate confusion and prevent missed opportunities. Furthermore, a clearly defined sales process encourages teamwork and knowledge sharing. Without this vital piece, revenue teams can’t make the most out of interactions with key decision makers.

Increased Efficiency

A structured sales process streamlines the sales cycle, reducing the time and effort required to close deals. By defining specific activities and timelines, sales teams can prioritize their efforts and focus on high-impact activities. This efficiency not only improves productivity but also allows sales reps to spend more time building relationships with key decision-makers within target accounts.

Improved Customer Experience

A well-executed sales process contributes to a positive customer experience. By providing a consistent and predictable journey, sales teams can build trust and confidence with target accounts. When customers know what to expect at each stage of the sales cycle, they are more likely to be satisfied with the interaction. Additionally, a well-defined process helps to ensure that all customer inquiries and concerns are addressed promptly and effectively.

Data-Driven Decision Making

A sales process that incorporates data collection and analysis enables sales teams to make more informed decisions. By tracking key metrics such as conversion rates, deal velocity, and customer satisfaction, sales reps can identify areas for improvement and optimize their approach. Data-driven insights also help to allocate resources more effectively and prioritize target accounts based on their potential value.

Scalability

A scalable sales process is essential for supporting the growth of an ABS program. As the number of target accounts increases, it becomes increasingly difficult to manage sales activities without a structured approach. By defining repeatable processes and leveraging technology, sales teams can scale their efforts efficiently and maintain high levels of performance. A scalable sales process also provides a foundation for future expansion and growth.

A well-defined sales process is a critical component of successful account-based selling. By providing structure, efficiency, and alignment, a robust process helps sales teams to maximize their impact on target accounts. By focusing on customer experience, data-driven decision making, and scalability, organizations can build a sustainable and successful ABS program.

Happy selling!