Control Your Process

To be effective in solution sales or any complex sales process, you must be in control of the process.
The metrics may vary from product to product but the goal always remains the same: getting your product/service/solution to your customers.
Imagine the process as a funnel, with contacts and leads pouring in through the top and purchase orders and engagement contracts coming through the narrow end.


To maintain this consistency, you must always be striving to keep your funnel full by adding new leads and contacts.
This is achieved through a variety of different marketing and lead development methods, some of which we have already discussed and more that we will address in future posts. But for all intents and purposes the funnel will look the same.
Awareness-Interest/need-Evaluation-Purchase.
If 1-2% of the people who you develop as leads become actual clients then you are managing the process effectively.
The top is wider than the bottom because not all those who are leads will become customers, if they did; old hacks like me would not be needed to direct campaigns and to write about the process for others.
So, if only 1-2 of the 100 people you engage with are actually going to by your product and or engage your services, you'd better have a solid and repeatable process for keeping that funnel full.
Leads are expensive to your organization, manage them wisely. I typically try to imagine each lead as already being my customer. I treat my customers very well, by acknowledging their needs and by my commitment to deliver the best possible solution I can.
If you treat each lead as a customer, listen effectively and use your customers own words to set expectations and acknowledge needs, then you are doing your job.
Remember, that nothing comes out of the narrow end unless you are constantly replenishing the wide end of your funnel.
Q: Who is responsible for lead generation and sales in a start up environment?
A: EVERYBODY.
If you are in a startup and you believe otherwise, you are not working for your company and you most certainly are not working for me.