The title of this post may lead you to believe I’m against sales process which couldn’t be further from the truth… I’m all for sales process and what’s more; I earn a living out of helping companies implement sales methodology and sales process.

The problem that I often see is that most companies use and abuse sales process for reasons other than selling. How could they do that? They need the sales don’t they? Surely the sale process is to help get sales?

A process is a series of steps, tasks or actions. A methodology is the guiding principles underlying the art and science of selling. The problem with sales process is that it is often regimented so tightly that it stifles sales. For example a company will implement a pipeline management system to help load the factory. A customer may order 1,000 units to be delivered at 200 per month over 5 months. The sale is not the delivery of the 200 units each month, but the 1,000 unit order. However, the process is set up to track the 200 units. From a sales view point this is daft. Equally a number of companies set up their sales pipeline to track revenue and will pay the sales team on revenue. So sales now not only have to mange the sale, but also the delivery. It takes their eye off the selling ball.

To help manage the ‘process’ they provide data reporting tools to the sales team; these tools are often referred to by the acronym CRM. CRM systems that have been implemented in a sales environment stifle the sales effort by sucking in irrelevant data for the benefit of management. These tools and the data within them are often so political that the sales professional has no choice but to play the political game in order to keep their job.

What needs to be done?… Put a proper methodology and process in place that helps the sales professional to plan how they are going to make their number, provide the tools for developing the opportunity and provide the sales management support that adds value to the process and you will find that more people will hit target. Show me how you are going to make your number is all about good pipeline management which is not to be confused with CRM pipeline reporting.