Is your sales process aligned with YOU?

Over the past few weeks I’ve been working with several private clients, leading our weekly business development coaching calls, and preparing for the November Value Creation Intensive.

A common question is “Ron, what would you do in this situation?”

Clients are a bit surprised, but then relieved, and then excited, when I tell them:

“What I would do is irrelevant to what you would do, could do, or should do.”

Not that I won’t offer you suggestions and ideas and help you learn and grow. I will. But my approach is based around my strengths, style, and ideal client. I’ve worked over the past year to align my own business and sales process to my strengths with great results. But what works for me is not necessarily the best approach for you.

A few years ago, my martial arts instructor was teaching a technique for breaking your opponent’s balance by hitting or kicking them in the throat before they can strike you. I learned the technique, but I found myself wondering if and when I would ever use it. My conclusion was likely never. Why? My instructor is 6’3″. I’m 5’7″. I don’t have the reach or flexibility for this technique to be reliable for me. I would much prefer to use a different technique, still using the principle of balance-breaking, to deal with the situation. A technique more suited to me.

A business owner worked with me this week on her business and sales process. Using several assessment tools and a comprehensive analysis of her ideal client, we mapped out a sales process that is ALIGNED TO HER STRENGTHS.

She works best in a structured conversation. She has developed powerful proprietary diagnostic tools that identify client needs. When she has the time and structure to ask specific questions, the client’s needs are quickly identified and her value proposition is compelling. Plus she feels prepared — which allows her to be relaxed and present with her client.

So her ideal sales process is all about getting the initial permission and agreement from her client to take this first step and complete this diagnostic process.

Another client is very intuitive. She likes to take in a lot of information from the client and then go for a long walk. During that walk, her mind is able to crystallize on the key issues for her client. If she tries to do that on the spot and then make a proposal right away, she misses the biggest part of her value — her unique insight.

So how to create a sales process that is aligned for her? Simple — create a two-step sales process. The initial conversation allows for total discovery and wide-ranging conversation — with no pressure on her to try to “make a sale” in that conversation. Then she can set up a second conversation a week or so later where she presents her insights, promotes further discussion, and determines whether or how to engage with the client.

Another client loves to teach. When he gets in front of a group to teach, his natural strengths shine through. So we’ve mapped out a simple lead-generation approach that gets him in front of his ideal clients to teach his material. Once he does that, the conversations around next steps are much easier.

One critical concept that I teach is the distinction of Framework vs. Formula.

The formula tells you exactly what you are supposed to do. Most sales and marketing training works this way.

The framework gives you a set of principles that you map to your business and your ideal client. It’s up to you (with my help, if you’d like) to map it to your specific scenarios. It seems like a bit more work, but it is way better for you and your client.

You don’t have to do it like everyone else. You’ll be much happier, get more clients, and make a lot more money when your sales process is aligned with you.