How to Remove Doubt and Uncertainty from the Sales Process

Defining the sales process in detail is not as easy as one might think. Even professional salespeople have varying ways of defining the process and its stages though it usually follows a very familiar format which starts with prospecting and hopefully ends with closing the deal and following-up on additional business.

Given the emotional aspect of sales, two key factors that influence the success or failure of a particular sale are:

  1. Doubt
  2. Uncertainty

A salesperson who is timid, uncertain and full of doubt is unlikely to be able to complete a successful sale, especially in today’s competitive market. At the same time, sales reps who have high level of conscientiousness are likely to succeed, according to the Harvard Business Review.

However, training sales reps to project confidence and instill trust can be difficult. Below, we outline three steps that may help you do so.

1. Craft an effective sales playbook

Almost have half of all B2B sales teams do not have a formal sales playbook, reveals a study by HubSpot. For each stage of the sales process, outline clear and actionable steps. Note when to follow-up with prospects. Add directions for where to find certain pieces of sales collateral. Clarify how to customize different sales materials too. Then, make sure your sales reps are adhering to the strategy. Consistency will help your team stay on-brand and reinforce your company’s value proposition, which will, in turn, instill confidence in your customers.

2. Train your team to become better at qualifying leads

A vital element in the sales process is just how respected, trustworthy and effective a company is. Even if the product or service on sale is exceptional, it will rarely matter unless the customer feels like they can pour their trust – and their money – into the company. If there is any doubt here, removing it should be a first priority for a team’s manager. The client needs to know that the salesperson and the company behind them are focused entirely on their needs. This can be accomplished by keeping customers up-to-date, addressing both their latent and expressed concerns and needs, and generally making clients feel valued as people, not just as another sale.

Furthermore, prospects tend to trust salespeople more when sales reps are upfront about when a customer may or may not be the company’s ideal sales target. That often leads to more honest and transparent conversations about how two people can help each other in the long-run.

3. Personalize every customer interaction

Whether it looks like it or not, each client has unique qualities that sets them apart. Thus, the interaction between the salesperson and the customer can always be augmented by becoming familiar with each context. The presentation, for instance, should always be customized. A presentation that was considered a great success on one occasion may actually cost you the sale with a different customer who has different needs.

The above strategies constitute a basic but important framework that aims to aid in the sales process. It is vital for any organization to manage their sales reps efficiently, ensuring that all the proper guidelines are followed to the benefit of everyone involved.


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Danny Wong

Danny Wong

Danny Wong is a marketing consultant, sales strategist, and writer. He is a member of the marketing team at Tenfold, which provides a seamless click-to-dial solution for high-performance sales teams. Connect with him on Twitter @dannywong1190.

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