Sales Choreography

Sales choreographyIt is absolutely critical that you know all the touch points that your company and product has on your prospects and customers. The vast majority of salespeople out there worry only about their direct touch points, such as calls, visits, emails and the such – but you don’t want to act like that masses, you want to stand out.

We need to think about our sales position as if it were our own business and act accordingly. I’m talking about treating anyone and everyone in your organization as if they are part of your sales team. Don’t like the way the receptionist answers the phone; then write them a new script.

Sit down and go through your company’s entire system to see where your customer gets touched from initial inquiry through sales fulfillment. The list is long and is different for most companies, but here are some examples:

  • receptionist
  • accounts payable
  • accounts receivable
  • customer service
  • MSDS documentation
  • Web site
  • building (if it’s a local business)
  • shipping documents

Let me just take the last bullet as a quick example. Let’s say that you sell widgets and each one that gets shipped contains a packing list. What does it look like? Most of them look like something thrown together by an intern the day before they left to go back to school. Why not put in the two hours some evening and design a nice clean one to give to your shipping department? Many of your customers will be given a copy of all shipping documents when they receive their package from their shipping department – and for many of us, our customer is also the shipping department.

A messy packing list reflects that you might not really care about anything after closing the sale.

My point is twofold:

  1. understand that the sales process involves your entire organization and lasts the entire life of your customer, and
  2. take the time to choreograph your sales process and your sales funnel will thank you for it.
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