The Dos and Don'ts of a Defined Sales Process

The Dos and Don'ts of a Defined Sales Process


High growth agencies are winning by design. It’s embedded into their culture and resonates outward to their clients, prospects and their community. This leads to a question you may be thinking now: “how can my agency embrace a defined sales process so we can be high growth?”

Through our extensive travels to agencies across the country and having spent thousands of hours in alone coaching producers and executives, it’s becoming clear the importance of having a clearly defined sales process.

Here are some Dos and Don’ts when implementing the sales process:

The Dos

  • Establish expectations for tracking, implementation, training, coaching and adaption.
  • Incorporate sales process milestones into your pipeline management system.
  • Provide regular training sessions on the sales process.
  • Coach ALL your producers 1-on-1.
  • Have a process playbook that serves as a “cheat sheet” for all to reference.
  • Conduct regular pipeline reviews for each producer.
  • Keep it simple.
  • Build your sales process from your ideal customers’ viewpoint.

The Don’ts

  • Forget collaboration. Get alignment on change from your top producers first.
  • Allow producers to pick and choose when they use the sales process.
  • Throw money at a solution hoping that it gets fixed.
  • Do your research on solutions! Establish goals, develop milestones, implement, document, train and coach.
  • Expect producers to fully understand the sales process after the first training session.
  • Don’t accept mediocrity.

At this point, the choice is yours. You should have a clearly defined sales process, and now have an idea of how to go about implementing one. If you already have a sales process, take a closer look and consider how your agency is adopting it to drive revenue.