Refining Your Sales Process: What to Stop, Start, and Continue
The sales process in the corporate world can feel like a never-ending cycle of proposals, pitches, and follow-ups. But with the increasing competition, it’s critical to be strategic and thoughtful in approaching prospects.
Some long-standing practices can hinder your ability to build strong client relationships. So, here’s a breakdown of what companies should stop, start, and continue in their sales process to be more effective, impactful, and, ultimately, more successful.
Here’s What You Should Stop:
Stop Sending Your CEO to Charm People. CEOs can be brilliant visionaries and inspiring leaders, but they’re not always the best people to send into every sales pitch. Most clients don’t expect or even want to be “charmed.” They’re looking for expertise, specific solutions, and a straightforward approach. Instead, send the people working on the account and let the talent speak for itself.
Stop Talking About Success Stories in Unrelated Industries. Your stellar results for a high-growth DTC brand may sound impressive, but a B2B SaaS client probably won’t find it relevant. Tailor your case studies and examples of the industry or challenge your prospective client faces. They must see a direct connection to their situation, not a highlight reel of unrelated success.
Stop using Vague Terms. Avoid generic statements like “We create value for our clients” or “We have a unique approach.” Be specific! Explain your process, methodology, and what drives your team. Prospects will appreciate transparency and details because they show you know what you’re talking about and can actually deliver.
Here’s What You Should Start:
Start Building Rapport on LinkedIn Before the Call. Connect with prospects on LinkedIn ahead of your scheduled meeting. Drop them a note expressing your excitement about the upcoming chat. This subtle gesture warms up the relationship and can make the initial conversation feel friendlier and more engaging.
Start Executives Following Up with Prospects After Calls. Executives should follow up with prospects after the sales call to check in and ask for honest feedback. This shows dedication and interest in the prospect’s perspective. Did the team meet their expectations? Is there anything that wasn’t clear? This proactive approach can help you course-correct before it’s too late.
Start Developing a Process Deck. Prospects want to know what working with you is like, not just hear why you’re great. Create a deck that outlines your methodology, approach, and process. Share it during the call and leave it with them afterward. A well-prepared deck explains your value and helps you stand out from competitors by showcasing your structured and transparent approach.
Here’s What You Should Continue:
Continue Involving Subject Matter Experts (SMEs) on Calls. There’s a time and place for leadership in sales, but for most prospect conversations, nothing beats having your subject matter experts (SMEs) on the call. SMEs provide depth and credibility, especially when they can answer specific questions. When both teams have a collaborative, productive conversation without needing a CEO to step in, it shows mutual respect and expertise.
Continue Creating Case Studies from Every Engagement. Your work is only as good as you can demonstrate it to be. Every successful project or engagement can be an asset to your sales process. Case studies add a tangible quality to your pitches, allowing prospects to visualize what you can accomplish. Keep a running record of your successes; don’t be afraid to get detailed.
Continue Involving Current Clients in Reference Calls. Nothing speaks more highly of your work than happy clients who vouch for you. Make it standard practice to include reference calls with current clients in the sales process. And don’t wait for prospects to ask—proactively suggest this as a next step. It can help prospects move from interest to trust and ultimately to commitment.
The Bottom Line: There Are No Heroes in Sales
Sales isn’t about superheroes swooping in to “save” the pitch or close the deal. It’s about preparation, alignment, and authenticity. Companies can build more sustainable, authentic, and prosperous sales processes by focusing on these stop, start, and continue recommendations. Ultimately, success comes down to being prepared and understanding what prospective clients need.
