Recently, a reader asked: “What is the 20% of sales process improvement that generates 80% of the results?”
It’s a great question, because it is the right way to think about business in general, and the sales process in particular. Here is our list of the six most important components of a healthy functioning sales process.
Get these down, and you’ll get an 80% improvement … or better!

1) Know Your Customer’s Journey

Ever since I read Hugh Macfarlane’s book, “The Leakey Funnel,” I’ve harped on this issue. Every day, companies waste millions of dollars on ads no one reads, cold calls no one wants, and efforts to sell products to people who are not really interested.
The way to start solving that problem is to figure out the stages your customers go through. You can ask them. Their answers could fascinate you.
One medical equipment supplier found their prospects weren’t getting the help they needed to put internal proposals together. A financial services company learned that the people they normally gave demonstrations to could not make decisions unless a senior VP was involved.
What you assume about your prospects might not be true. Ask them!

2) Align Your Sales Process

If prospects don’t realize they need your product, you have to start by helping them see their need. Anything else is waste. If they must be ready to buy before you can help them (e.g., a commodity market), then you have to find only those kinds of prospects. Anything else is waste.
Aligning your selling process to the customer’s problem solving journey is key to getting more traction in the market. It will show you things customers wish someone would do that no one is doing (competitive advantage). The medical equipment manufacturer found that by helping their prospects prepare professional internal proposals, they were included in more sales opportunities.
It will also show you things you’re doing that customer’s doesn’t respond to (i.e., waste). The financial services company found they actually did their constituents a great service when they insisted the senior VPs be involved in their demonstrations. Their sales cycle in these cases went from 24 months to six.
As I’ve said for years: “If you design a sales process that customers will follow, salespeople will follow it too.” Aligning your sales process correctly solves an awful lot of systemic, seemingly intractable problems.

3) Define Observable Qualification Criteria

This is where the hard-edged world of face to face selling meets the hard-edged world of the quality sciences. Salespeople are interested in whether their prospects are really going to buy. They want to know the value proposition to the customer, and to their own company. They want to know if they can win, if they can get access to the decision maker, if coaches and sponsors will help them, or if gatekeepers will block them.
The scientific culture is interested in identifying the presence or absence of observable attributes that can be counted and analyzed. Ask your sales people to define the observable attributes associated with whether they are likely to win or lose their deals, You’ll be in for a productive conversation.
Start measuring and analyzing these and you will be in for some productive surprises. One software company increased its new account close ratio by 25% without any change in the quantity or quality of leads. Forecast accuracy increased to 90% at the same time.

4) Map Customer Value

Once the customers journey is identified, your selling process is aligned to the way customers buy, and concrete observable attributes are identified, you are ready to start improving your value propositions.
The cardinal characteristic of B2B selling is that there are many buying influences. Marketers and salespeople need to understand the perspectives and motivations of those departments if they are going to help them build a consensus on anything valuable.
Customer value mapping is a systematic way of figuring out your value propositions with these various players. It provides questions and interactions that speed things along. It enables marketers and sellers to work from the same base of knowledge about the customer, which improves sales productivity.
A chemical manufacturer thought its salespeople should start calling on senior level managers, something they could see no reason for. Customer value mapping showed them value propositions they had not been aware of for several different departments. It gave them intelligent, value propositions, and the confidence to test these with some senior level people in their accounts. This lead to some major wins that increased their market share.

5) Market Information to Generate Leads

In today’s market, lack of enough qualified opportunities is almost a universal problem. This is not just because of the recession or the financial crisis. It is because all of your prospects and customers would prefer to use search engines like Google to find information they need than to put up with salespeople who might try to twist their arm.
Good lead generation builds on knowledge of the customer’s journey, and on insight to problems they need to solve. It offers information that attracts the right kind of prospects, and interactions that increase the commitment and information the prospect must provide.
In this way, good lead generation can produce qualified sales opportunities that are ready to talk with a sales person. What could be more valuable than that?

6) Implement Nurturing Campaigns

Five percent is a great response to most marketing campaigns. But, no matter what, most of those responses won’t be ready to buy now. Since salespeople are paid to close business now, these future potentials usually fall through the cracks. This reduces the financial return on sales and marketing investments.
Great nurturing programs plug this gap by maintaining a relationship with these prospects. Whether contacting them regularly with simple metaphorical reminders they might enjoy, or hooking them up to an educational series of autoresponders, nurturing programs do valuable sales work, so salespeople don’t have to. They create value for customers, and keep you on the top of their mind. They make deposits in the relationship bank by providing thoughtful, useful information for free.
Six months, or two years from now, when the time is right, these prospects will come back to you. Their perception will be enhanced. They’ll be more qualified than they were at first. And your salespeople will be able to close the business more easily.

Conclusion

Examine your sales process, or your distributor’s sales process. How many of these elements does it contain?
Chances are, by installing one or more of these features, you’ll get a sure fire boost to your sales productivity almost immediately. And, best of all, each of these elements contributes to your ability to measure, and improve the sales process moving forward.

46 seconds is all you have... The average time spent by an Internet user on a web page is a mere 46 seconds (Source: Clickz.com). Within these 46 seconds an online business needs to attract the customer, make a compelling proposition and close the deal. The competition in the virtual world is growing day by day. Verisign reported 16% growth in domain name registrations in 2003. The total number of registered domain names now stands at a staggering 60 million, with .com consuming the largest share. What can YOU do to stand out in the clutter and achieve E-Success? We think the following 10 tips can substantially increase your chances of online business success:

1. Target the Un-Targeted:
   Know your customers thoroughly and target those needs that are unseen by your competitors.
   
   eBay is a bright example. eBay was quick to recognize peoples' desire to earn economic profits by trading second-hand products. eBay realized the need for a platform where such buyers and sellers could meet and trade. ECommerce technologies helped eBay to create the required platform required and the rest is history.
   
   When you are new to online business- Start Small but Start Right.
   
   
2. Strong Business Planning:
   Have complete knowledge of your revenue source, break-even duration and other important strategic details from the beginning, and decide on the milestones that are to be achieved. You should know the right moment to expand your business and plan for future sources of revenue.
   
   The Internet business has a cruel history of bringing about disastrous changes at phenomenal speed. Be prepared to face such upheavals and have plans in place to manage such turbulent times.
   
   
3. Business Friendly ECommerce Software:
   Always choose software that is easy to manage and allows you to focus on your core business activities.
   
   Choose an ECommerce solution that fits your business requirements. Analyze ECommerce software in terms of its scalability, security and the amount of customization allowed.
   
   Invest in a solution that not only meets your present requirements, but also is capable of accommodating your future business needs.
   
   
4. Create a Web Store with a Difference:
   Visual memory is more enduring than textual memory. Correct branding is important for the success of your online business. Increase your brand recall by creating an estore that is in tune with the likes and dislikes of your targeted customers.
   
   Learn more about your customers and create unique branding by using distinct color combinations, site layout and innovative logo. Attractive display of your domain name can also play an important role in branding your online store.
   
   Be different (but not vague) in order to create a positive appeal in the minds of your customers for achieving esuccess.
   
   
5. Make your “Hot Sellers” most Visible:
   Attract a customer and advertise your USP first.
   
   Create your estore in such a manner that when a visitor leaves your online store, s/he is aware of your specialty even if they do not intend on purchasing those products.
   
   To clarify: Let us assume you are an online flower vendor specializing in selling fresh red roses. Create your online storefront in a way that when a visitor leaves your storefront, s/he is aware about your specialty even though he may not have seen the Red Roses section. So the next time the visitor intends to buy red roses, they will be very likely to recall your storefront.
   
   Highlight your best product/service first in your estore.
   
   
6. Do not let your Customers forget you:
   Customer Relationship Management is of prime importance, especially when you are small and struggling to build a persistent customer base. Develop innovative ways to inform past customers about new products and the latest updates to the web store. Your chosen ECommerce solution should have provisions for incorporating various CRM campaigns. Adopt Innovative communication for communicating with your customers.
   
   Pamper your customers to generate permanent sales in order ensure the success of your online business.
   
   
7. Increase your Web Presence:
   Make your presence felt by carrying out intelligent marketing over the Internet. Perform search engine optimization (SEO) for your site, since the majority of buyers visit websites after spotting them come in the first three or four pages of search engine results. You can either hire professional services or carry out Internet marketing by yourself.
   
   Associate yourself with web sites providing complimentary products or services on the Internet. This helps you in increasing your web presence both for search engines and for your customers.
   
   Intelligent marketing alone will get you customers.
   
   
8. Build Robust Backend Operations:
   Backend operations are the backbone of your online storefront. Spend time in analyzing the backend operations provided by the ECommerce software. Features such as Inventory management processing, credit card processing, reporting systems etc. will shape your first impression.
   
   All your backend operations are expected to be accurate, scalable and provide real time data. Your choice of ECommerce solution would largely determine the strength of your backend operations.
   
   A potential threat to your ECommerce operations is systems failure owning to faulty backend operations. Ensure the existence of a strong backend platform before opening for business.
   
   
9. Learn Faster and Better:
   To err is human, but failing to cover yourself and allowing your competitors to exploit your loopholes, is suicidal and is a major threat to E-Success.
   
   Always have an unbiased assessment of your online business and be prepared to spot your mistakes. Learn the art of covering your mistakes and rectify them before your competitors come to know about them.
   
   Business is all about speed. Speed is essential in identifying and rectifying mistakes. You need to learn about your loopholes and mistakes faster than your competitors and rectify them effectively.
   
   
10. Surprise your Customers:
    Surprise your customers with frequent changes in your business offerings. Add incentives by providing surprise offers, price discounts etc.
    
    Your estore can also help to add life to your business enterprise. Perform regular enhancements to look and feel, the display of products etc of your online storefront. Make changes that do not detract from the brand image in the minds of your customers. Make sure, as well, that the changes are not unattractive or are too frequent.
    
    Constantly innovating while remaining focused on your business goals will lead to success in your online business.