创建销售流程的最终指南

Imagine you were asked to speak at an event. How would you prepare?

您会翼并说什么想到吗？还是您会创建一个明确定义的大纲，以为您的谈话添加结构吗？

Unless you’re a master of improv, you’ll likely create an outline if you want your audience to gain value from your talk.

Similar to a good speech, your B2B sales efforts also need a bit of structure or process.

有效的销售流程可以提高转化措施，将更多的潜在客户变成封闭的交易，并确保您的所有代表为客户提供积极，一致的体验 - 无论他们与谁交谈。

However, many销售经理struggle with building scalable sales processes that bring in repeat business consistently.

That’s why we've created this guide to help you find the best tactics for building a sales process tailored to your business.

为什么要建立销售流程？

You can think of a sales process as a map that guides your sales team on their journey to turn potential leads into customers. Without the map, your marketing team's lead generation efforts would quickly go to waste.

由于大多数销售人员从同龄人那里学习，因此拥有标准化的销售过程将有助于经验不足的代表迅速通过最佳实践加快速度，并在不同的销售阶段学习该做什么。

现在，您知道了什么是销售流程，以及为什么要创建一个销售过程，让我们考虑典型的销售过程所遵循的阶段或步骤。

1. Prospect.

Prospecting is the process of sourcing new, early-stage leads to begin working through the sales process. It's a vital part of the sales process and part of most reps' daily or weekly workflow.

Prospecting might involve online research on sites likeLinkedInorQuora。它也可能发生在会议或行业活动。此外，您可以通过要求当前的客户或同事推荐可能对您的产品或服务感兴趣的个人进行前景。

2. Connect and qualify leads.

这connect step of the sales process involves reps initiating contact with those early-stage leads to gather information. The second part of this step is qualifying new leads — deciding whether or not they're a good-fit lead for your business and whether or not they'll likely move forward in the buyer's journey.

代表通常可以通过“连接”或“ Discovery”调用（有时是通过电话通过电话）来识别合格的潜在客户asking qualifying questionslike:

• “What is your role within your company?"
• “What do you do day-to-day?"
• “What problem are you trying to solve?"
• “Why is this a priority for your business?"
• “What other solutions are you evaluating?"

3. Research the company.

Next comes the research step, when reps learn more about each prospect and company.

Research helps your reps put themselves in the customer's shoes to offer a more tailored and personalized experience, thus improving the likelihood of closing a deal.

这crucial part of this stage is understanding each prospect's challenges and needs and establishing the solution your product or service can provide.

You might need your rep to speak with other people at the company in different departments to get a holistic view of the business and its objectives. A good salesperson is expected to understand the company better than the individual prospect who works there.

4.给出有效的音高。

这presentation step is typically when your salesperson runs a formalproduct or service demonstration为您的前景。

This step is time-consuming, so it typically comes later in the sales process and is reserved for more qualified prospects — which is why the connecting and qualifying step is so critical. You don't want a sales rep wasting any of their valuable time if it's avoidable.

Tailor each presentation to meet the specific prospect's unique use case and pain points. Additionally, a rep might bring an engineer or executive to the meeting with them to demonstrate the level of service the customer will receive when doing business with your company. This also allows them to answer more technical questions the rep might not be best suited to answer.

5. Handle objections.

It's没有少见的潜在客户反对意见销售人员的演讲和建议。实际上，这是预期的 - 这就是为什么这是销售过程中的特定步骤。您的销售团队应该准备handle any and all objections。

聆听潜在客户的反对意见和问题可以帮助您的代表更好地调整您的产品以满足他们的需求。通过他们的研究和演示准备，代表应识别并预期可能的异议，无论是成本，入职还是拟议合同的其他部分。

6. Close the deal.

This step of the sales process refers to any late-stage activities that happen as a deal approaches closing. It varies widely from company to company and may include delivering a quote or proposal, negotiation, or achieving the buy-in of decision-makers.

Closing a sale what every salesperson wants to achieve. It should result in a mutually beneficial, contractual agreement between the prospect and the seller. Once a deal closes, the salesperson receives a commission on the price they negotiated with the customer, and the account usually passes to an account manager or customer success representative.

7.培养并继续出售。

尽管结束交易是销售的最终目标，但销售代表并不是停止与客户合作的地方。不仅应该监督客户收到他们购买的产品，而且还应在将客户转变为负责入职和客户成功的任何团队中发挥作用。

销售过程的最后一步还包括continuing to communicate and reinforce value to customers. This can provide opportunities toupsell and cross-sellas well as secure referrals from delighted customers.

Next, let's unpack how you can improve this process.

这五个最佳实践将帮助您改善团队和客户群的销售流程的影响。

1. Analyze your current sales process.

Consider what is and isn't working for your sales reps to tailor your new process to fit their needs better, as it will help close more deals and delight more customers.

One way to analyze the success of your current sales process is to observe reps as they work through the sales process.

Look back at the last five or 10 deals you closed. What did these deals look like from beginning to end? What were the touchpoints with the customer?

Consider roughly how long the entire process took and how much time elapsed between each step. The more examples you have (and the more people on your team those examples come from), the better.

一旦您概述了该时间表，请向后工作，以了解每笔交易的时间表。例如，如果在大约六周内完成这10笔交易中的六笔，请查看在此期间到达那里的平均步骤。

向后工作可能看起来像这样：

• One week of deliberation before a signed contract (during the "closing" step)
• 三到五个后续电子邮件和电话（在“处理异议”步骤中）
• 一个演示（在“呈现”步骤中）
• 一个电话和两到三封电子邮件（在“研究”步骤中）
• One discovery call (during the "connecting" step)
• Two warm emails and three phone calls to prospect (during the "prospecting" step)

You can also dig a bit deeper to understand the subtle motivations and pain points that drove each deal to close.

2. Outline the buyer’s journey for your target persona.

概述买家的旅程对于您的目标受众或您的buyer personas。This will allow you to look at your sales process from the perspective of your customers. You'll be able to get a better understanding of the interactions they have with your reps, the pain points they experience, and why they need your product or service.

当您概述买方的目标角色旅程时，您会深入了解如何定制销售流程，以确保您的团队拥有与潜在客户建立牢固关系并完成更多交易所需的一切。

特色资源：Buyer Persona Templates

使用这些免费模板来建立您的买家角色

3. Define the prospect action that moves them to the next stage.

You should understand what causes a prospect to move from one stage to the next in your sales process. Ideally, the reason or cause will be based on the prospect's actions, not the perception of the sales rep.

要确定将潜在客户转移到下一阶段的动作，请提出以下问题：

• “而进行温暖的外展,却代表了一个specific pain point(s) that motivated the prospect to schedule a discovery call?“
• “During the demo, were there objections that stalled the deal or featured that moved it forward?“
• “When a rep made a pitch, was the answer an immediate ‘yes’ from the customer? If so, consider carefully why that happened. How did they build up to the pitch?"

4. Define exit criteria for each step of the sales process.

Define theexit criteriafor each step of the sales process for your team. This means you should identify the things that need to happen for your prospects to move from one step of your sales process to the next. You can refer to the sales process steps and the buyer's journey (as mentioned above) to get started with this.

For example, suppose you're working through the "presenting" step. In that case, your reps might determine they need a specific type of content — such as customer testimonial videos — to share with your prospects to move them to "closing."

When determining exit criteria for each step of the sales process, consider the following questions to ensure all of your reps have the same information. That way, they’ll provide all of your prospects with positive, professional, and on-brand information.

• 在与潜在客户联系之前，代表应该了解哪些信息有关您的品牌，他们的销售以及您的销售过程步骤？
• 您的代表在整个销售过程的每个步骤中都应采取什么行动？
• What should your reps say throughout each step of the sales process? Make sure your reps are aware of the multiple ways a conversation could potentially go and that they know how to manage all of them.
• What specific types of content should your reps show your prospects during different steps of the sales process? This is especially important in the "presenting" stage, where your reps might need to provide your prospects with videos, blogs, testimonials, or case studies to move that prospect to close.

5.衡量您的销售过程结果。

随着您的团队找到更有效地工作并通过管道更快地移动潜在客户的方法，您的销售流程将不断发展。当您定义和增强销售流程时，您需要衡量自己的成功，以确保成功协调团队的努力并吸引目标受众。

For example, note how many prospects transitioned in and out of each step of the sales process over a given period.

This way, you can conclude, “In July, we started with 75 prospects in the ‘awaiting demo’ step ... at the end of the month, we had moved through 28 prospects and added 19, leaving us with 66 prospects in the ‘awaiting demo’ step。“

以下是其他一些指标示例，要考虑您的流程的不同步骤：

• 这average time prospects stay in each step
• 潜在客户需要花费太长时间的步骤（如果有）搬出
• 演示后关闭的前景百分比
• 这percentage of prospects who request a demo after a discovery call
• 这churn rate(i.e., if certain customers are churning quickly, how can you use this data to identify mismatched prospects early in the sales process?)

这se are the basic metrics most teams find value in measuring. Give some thought to metrics specific to your business that will help you define success or the need for improvement in a particular step.

通过免费的HubSpot Academy课程如何绘制销售流程，了解如何通过免费的HubSpot Academy课程创建一个强大的以买方为中心的销售流程。

衡量结果的另一个好方法是三个级别的销售过程成功。确定您所处的成功水平将为您提供更多了解您为团队微调和有关销售过程的前景所需的内容。

Level 1: Humming

Your sales process is humming when 80% or more of your reps are hitting their quota every month. This is also when all of your new hires are being ramped up quickly to target performance, and your team isn't providing you with any negative feedback about the sales process.

Level 2: Experimenting

实验是您的销售过程不是quitehumming, so your team is experimenting and testing different tactics to determine what's most effective.

For example, a team might be experimenting with different modes of contact in the "connecting" step of the sales process to get sales discussions going with prospects. They can test whether or not their prospects respond best to a specific email template when starting a discussion with a rep.

Step 3: Thrashing

Thrashing is when a team is rapidly moving from one solution to another within a specific sales process. Thrashing is ineffective and something you'll want to ensure your team gets out of as quickly as possible if you're ever experiencing it.

例如，您的代表可能会在“呈现”阶段尝试不同的演讲技巧，从而无法确定对大多数前景有效的作用。

Remember, your sales process is never perfect, but it should constantly be evolving to fit the needs of your team, business, and prospects.

Now if you have a sales process already, but haven’t mapped it out yet, here’s where to start.

Mapping your sales process is the practice of walking through each step in real-time and understanding how it applies to your business, sales team, and customers.

此过程使您可以发现效率低下，了解有效的方法，并将您的销售流程与业务目标保持一致。它可以帮助您的团队制定适合长期增长的可持续战略。

When you map your sales process, you answer the "why" behind every decision you make — which is critical because your sales process is the foundation of everything your team does. Let's walk through how to map the sales process using a fictional business example.

推荐资源：Free Sales Plan Template

Download for Free

1. Start at the end.

要知道要去哪里，您必须知道目的地。在销售过程映射方面，这涉及为您的销售团队设定目标。保持您的计划具体但简单。

Example：Fred's Vegan Food Supply is mapping its sales process. They've set their destination "goal" to increase theirwin rateby 5% next quarter.

2. Bring all stakeholders aboard.

Your sales team can't meet their goal alone. Other departments across your organization — including marketing, product, customer service, IT, and more — have a stake in your sales process and impact your customer experience. Gather these stakeholders, share your goal, and involve them in your process.

Example：Fred brings together his sales team, marketing managers, customer service leaders, product designers, and distributors. These teams touch potential and current customers and can, therefore, affect the sales team's win rate.

3. Outline the sales process steps.

We covered the sales process steps above, and now it's time to walk through each step as it pertains to your business, products, and sales team. Take a look at your sales process history. What steps were effective, and where did prospects fall off?

此外，平均每一步需要多长时间？与利益相关者一起使用，您可以绘制哪些团队会影响每个步骤以及他们可以采取哪些行动，尤其是您的销售团队。

Example:假设弗雷德（Fred）的销售团队将六个销售过程的步骤映射，并记下他们在每个阶段所采取的行动。他们还审查了有关每个步骤的销售活动的最后12个月，以更好地了解可以改善新销售流程以实现新目标的地方。

4. Map the buyer's journey.

Next, take a look at your sales process from the customer's perspective. On the same document, jot down your customers' actions and reactions to your sales process. Keep your buyer personas handy to ensure your team stays customer-centric.

Example:让我们回到弗雷德。他的销售团队现在地图买家的旅程within their established sales process. By aligning these actions, the team can identify where their team is experiencing inefficiencies, what steps are working well, and where they need to improve to meet their goal.

5. Implement changes, test, and measure.

一旦您从卖方和买方的角度绘制了销售流程，就可以将其付诸实践。您将不知道该过程是否有助于您的目标，直到您进行测试并测量结果。

Example:Let’s check in on Fred, who puts his new sales process into action with his team. They walk through each stage and the appropriate actions, and they pay close attention to how their customers react. As they move through each step and towards their new goal, they tweak the parts of their process that aren't working so smoothly.

Since we’ve covered the details of creating and mapping your sales process, let's review the answer to a common question: What's the difference between a sales process and a sales methodology?

销售量Process vs. Sales Methodology

Understanding the distinction between a sales process and sales methodology is essential. Although closely related, a sales process and sales methodology are two very different things.

As we reviewed above, a sales process is a concrete set of actions your sales team follows to close a new customer.

销售方法是您如何执行销售流程以及如何帮助您的业务发展的框架。

Here's a diagram to help you visualize this:

将您的销售流程视为团队采取的步骤的高级地图，而您的销售方法是团队可以处理销售流程的不同方式。

销售量Methodologies

Choosing asales methodology在您的团队接近您的销售流程时为团队设定基础。您可以选择合并一个，因为它们是简化客户买家旅程并确保这些客户与销售团队之间的专业，有影响力和有益的互动的另一种方式。

这是五种流行的销售方法。

1. Challenger Sales Methodology

这Challenger Sales methodis an approach to sales that says the seller, or Challenger, must teach the prospect. Sellers learn about a customer's business, tailor their selling techniques to their needs and pain points, and challenge any of their preconceptions throughout the process.

2.解决方案销售

解决方案销售要求代表仅专注于客户的痛点，而不仅仅是销售产品或服务。产品被构成解决方案，重点放在客户的痛点上。

3.桑德勒销售系统

这Sandler Selling Systemsays the buyer and seller are equally invested in the sales process. Good sales managers train their reps to address customer objections early to save valuable time for both parties. And the buyer is almost convincing the seller to make the sale.

4.咨询销售

Consultative selling强调销售人员成为客户的值得信赖的顾问，随着时间的流逝而获得了权威和信任。当销售与客户的购买经验保持一致时，就会发生咨询销售。换句话说，客户销售关系定义了销售。

5. Inbound Selling

这inbound sales approachis characterized by attracting buyers with tailored and relevant content rather than advertising irrelevant messages and hoping they'll buy.

图像源

With so many choices in today's marketplace, sales teams need to put the needs of their buyers ahead of their own.

这inbound approach came from the belief that：

• 现在，买家可以在与销售人员互动之前找到有关公司产品或服务所需的大多数信息（在线或其他地方）。raybet电子竞技
• Buyers have become better at blocking out cold and interruptive sales techniques (cold calls and irrelevant sales emails, for example).
• Buyers have heightened expectations around the experience of buying. They can control the experience and move through the process primarily on their timeline.

这se shifts in buying trends are examples of how buyers have seized control of the sales process from the sales reps who once held all the power.

考虑到这些变化，对于销售团队来说，采用更有帮助，人类的销售方式很重要 - 或inbound selling。

常见的销售过程错误

Let's take a look at some common mistakes made when developing sales processes. These will help you create a sales process ideal for both your team and customers.

1.离开销售流程步骤开放以解释

It’s essential to define specific, concrete actions that move your business's prospects from one stage to the next. If you don't identify these triggers, your sales team might come away with a less than accurate understanding of what is and isn't working for prospects, potentially causing them to mishandle part of the process.

Once you define your sales process, document, share, and practice it with your team. Role-play exercises to drive home the valuable techniques your team should take away from each step.

2. Expecting one Sales Methodology (if you use one) to be the "Silver Bullet"

虽然有些团队选择坚持并仔细遵循一种方法，但其他团队则宁愿研究几种流行的销售方法，并结合他们发现每种方法有用的碎片。

无论您采用哪种方法，最好随着时间的流逝而了解新事物和变化是一个好主意。随着买家的需求和欲望以及您的业务变化，管理销售流程的不同方法，方法和方式将落入和失利。

在这一点上，重要的是要记住您的整个销售过程也在不断变化。

3. Forgetting Your Sales Process WillAlways进行

您的销售过程永远不会完整或完美，应该始终是一项正在进行的工作。

因此，除了始终如一地衡量您的成功外，您还应该对代表进行签到。这些检查有助于发现有关您的流程的任何重大问题或危险信号。

请记住，不断发展和改善销售流程将使您的工作更加简单，并改善客户与销售人员和整个业务的互动和体验。

潜入您的销售过程

创建和映射销售流程将帮助您的销售团队完成更多交易并转换更多潜在客户。这还将确保您的团队为您的品牌代表提供相同类型的一致经验。

Follow these steps to create and map a sales process tailored to your business, sales team, and customers to begin boosting conversions and building lasting relationships today.

Editor's note: This post was originally published in November 2020 and has been updated for comprehensiveness.

Originally published May 25, 2021 1:30:00 PM, updated May 25 2021

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