Sales Process Management x 3

by Dalton McLaughlin
(Corona, CA)

I like how you talk about 3 kinds of sales process management and not just one or two. Most articles on this topic discuss things from either a sales or marketing perspective and it is refreshing - and enlightening! - to see this analysed from a customer perspective.


Too often we forget that our customer has a separate process and a separate agenda that they need to complete in order to be able to do business with us. This is especially true in large organizations with complex sales. It is too simplistic to think, "if I show them value, they will buy" or that you only have to take them through the steps of your sales process management flow as dictated by your company and managers.

Understanding the sales process management from the buyers perspective is simply taking the idea of being customer-focused into the arena of process as well. Just like we are trying to stay focused on customer benefits and solving customer problems in order to demonstrate value for a sale, so we should be cognizant of their process in getting things done. Instead of saying, "this is what I have to do next" why not ask "what do you have to do next"? Big difference!

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Jul 16, 2011
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Thank You
by: Hussain

I appreciate the great post, Dalton!

I love how you say that we should become customer-centric in our process; I think this hits the nail on the head in terms of sales process management from a "you" perspective. We need to be thinking about the customer - "you" - in whatever we do, from product or service design to messaging to engaging them in the process of buying. We have to keep asking ourselves if we are making everything as easy and appealing as possible for our customers and this includes the way we do business with them.

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