After more than 30 years in B2B consultative sales, I often find myself reflecting on what I\u2019ve learned along the way. One thing I wish I had prioritized earlier in my career is creating a “Steps to a Sale” document\u2014laying out each stage of the sales process from start to finish before making any outbound calls.<\/p>\n
In my line of work, selling high-value products and services, I frequently collaborate with subject matter experts (SMEs). These are people like software developers, engineers, and CPAs, who play a crucial role in the sales process. However, they often have little interest in, or understanding of, sales itself. Many of them are far more comfortable with their technical expertise than with the mechanics of closing deals. Early on, I found this intimidating\u2014especially when I was working alongside industry veterans or company partners. I assumed they\u2019d naturally know how to handle potential customers, but I quickly learned that wasn\u2019t always the case.<\/p>\n
Early in my career, I made the mistake of moving on to the next lead after booking appointments for SMEs with qualified prospects, assuming they\u2019d take it from there. But in some instances where we lost the deal, it was the SME\u2014not the client\u2014who had dropped the ball. I\u2019d hear things like, \u201cI got too busy with a current client and didn\u2019t follow up,\u201d or, \u201cI sent an email and never heard back.\u201d These moments were frustrating. I\u2019d put in the hard work to find the prospect, only to watch the opportunity fall through because of inaction.<\/p>\n
It took some time, but I eventually came to terms with the fact that, in the end, my success is measured by closed deals\u2014whether or not I was involved in every stage. So, I began taking ownership of the entire sales process, even when it wasn\u2019t part of my official role. I started documenting and sharing the sales journey, not just with my sales team but also with the SMEs and leadership. This step-by-step plan outlined each phase of the sale and assigned clear responsibilities to each team member.<\/p>\n
Creating a \u201cSteps to a Sale\u201d document didn\u2019t just improve accountability; it also provided valuable insights into what was working and what wasn\u2019t. Over time, this framework revealed trends and patterns that helped refine our approach and prevent future missed opportunities.<\/p>\n
I\u2019d love to hear your thoughts on how you manage team sales efforts. How do you ensure everyone stays on track in collaborative sales projects?<\/p>\n
About David Westdorp<\/strong><\/p>\n David Westdorp is a seasoned B2B sales professional with over 30 years of experience driving results through consultative selling and innovative strategies. As a contract sales specialist, he helps companies unlock new revenue channels by bridging gaps between their goals and the independent sales community. Passionate about empowering both principals and reps, David is a trusted voice on sales success in the rapidly evolving business landscape.<\/p>\n