How to Create a Great Sales Process

Creating an effective sales process is the backbone of any successful business. It’s not just about making the sale; it’s about guiding potential customers through a journey that ultimately leads to a mutually beneficial decision. In this blog, we’ll explore the key components of a great sales process, including the concepts of red brain and green brain selling, a two-step sales approach, a robust nurture system, and the power of price anchoring.

Understanding Red Brain vs. Green Brain Selling

Before diving into the steps of a sales process, it’s essential to understand the psychological dynamics at play. The concepts of red brain and green brain refer to the emotional and rational parts of a customer’s decision-making process.

• Red Brain: This is the emotional, impulsive side of decision-making. It’s driven by desires, fears, and immediate gratification. When selling to the red brain, you’re appealing to emotions, using urgency, scarcity, or appealing visuals to trigger a quick decision.

• Green Brain: This is the rational, logical side of decision-making. It’s where the customer evaluates options, compares benefits, and seeks out value. When selling to the green brain, you focus on facts, data, and clear value propositions that justify the purchase.

A successful sales process will balance these two approaches, engaging both the emotional and rational sides of the customer’s mind to create a compelling and well-rounded offer. To understand more about analyzing different business aspects to align your sales process, check out our article on The Four Parts of a SWOT Analysis.

The Two-Step Sales Process: Discovery and Exploration

A great sales process often involves a two-step approach: the discovery process and the exploration process. Each step plays a critical role in guiding the customer from interest to commitment.

1. Discovery Process

The discovery process is your first interaction with the potential customer. The goal here is to understand their needs, pain points, and what drives them. This stage is all about asking the right questions and actively listening. It’s about identifying whether there’s a fit between what you offer and what they need.

During this stage, engage the green brain by focusing on fact-finding and understanding. Use open-ended questions to gather information and encourage the customer to share their thoughts and concerns. This not only helps you tailor your approach but also builds trust and rapport.

For more on effectively engaging customers, HubSpot offers a comprehensive guide on Customer Discovery.

2. Exploration Process

Once you’ve gathered enough information, the exploration process begins. This is where you present your solution in a way that aligns with the customer’s needs and desires. Here, you’re transitioning from understanding their problem to offering a solution.

This stage should appeal to both the red brain and green brain. Use compelling storytelling, case studies, and testimonials to engage the emotional side while providing clear, logical explanations of how your product or service meets their needs.

Developing a Strong Sales Nurture System

Not every prospect will be ready to buy immediately, which is why having a strong sales nurture system is crucial. A nurture system keeps potential customers engaged and informed, guiding them through the sales funnel until they’re ready to make a decision.

• Email Campaigns: Regular, value-packed emails keep your brand top of mind. Share useful content, success stories, and product updates that address the needs identified during the discovery process.

• Personalized Follow-Ups: Tailor your follow-ups based on the customer’s responses during the discovery and exploration phases. Personalization shows you’re attentive and responsive to their specific situation.

• Retargeting Ads: If a prospect has shown interest but hasn’t yet converted, retargeting ads can be an effective way to bring them back into the sales process. These ads should highlight the benefits and solutions that align with their identified needs.

For more insights on nurturing leads, check out this article on Sales Funnel Stages and Strategies.

The Power of Price Anchoring

Price anchoring is a powerful technique that can influence how customers perceive the value of your offer. The idea is to present a higher-priced option first, which sets a mental “anchor” for the value of your products or services. When you then present a more affordable option, it seems like a better deal in comparison.

For example, if you’re selling a service package, start by showing the highest-tier package first. This package might include all the bells and whistles and be priced at a premium. Then, when you present the mid-tier option, it appears more reasonable and attractive in contrast.

Price anchoring works because it leverages the red brain’s impulse to find a good deal while the green brain justifies the perceived value based on the options presented.

For a deeper dive into the psychology behind price anchoring, take a look at this article on Behavioral Economics.

Final Thoughts

Creating a great sales process is about understanding and guiding your customer through a well-defined journey. By balancing red brain and green brain approaches, using a two-step discovery and exploration process, nurturing leads effectively, and applying price anchoring, you can build a sales strategy that not only closes deals but also fosters long-term customer relationships.

Master these techniques, and you’ll find your sales process not only more effective but also more rewarding for both you and your customers.