Chapter 5 The Unifying Process

The purpose of this chapter is to pull together the three elements (You, the Product, and the Customer) and the skills required to orchestrate these elements into a process called selling. Edward Deming the great business thinker on quality said “If you cannot describe what you are doing as a process; you do not know what you are doing.”

Sales is a process and designing sales processes for companies is something I have done for a living and they can vary immensely, but if we take a 30,000 feet view the new business sales process has 3 stages:

  • Finding Customers.
  • Finding & Managing Opportunities which splits down into – identifying requirements (opportunities) with customers and selling solutions to satisfy the customer requirements.
  • Negotiating to a close.

In this chapter I will add another topic which is Beating the Competition as it is separate from the process but fundamental to winning the deal.

I will also talk separately about Account Development ie selling new products or solutions to an existing account.

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About Michael

After studying Marketing at both Wollongong University and the University of Technology, Sydney, Michael Worked in B2B Marketing for the Cronulla Sharks Football Club for 3 years. Currently at CRMNow, he looks at Customer Relationship Management as a vital aspect of successful business and with a passion for Social Media and Digital Marketing he believes that all businesses have the potential to grow and remain profitable no matter the size.

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