Sales Process Versus Art

There are a variety of sales approaches and systems that a company can employ.  When designing these things, begin by figuring out where the company should lie on the Process and Art Sales Spectrum.

On the far left of the spectrum is sales as a pure Process.

• Variability in products and/or services are not valued by customers.  They don't want choices or they only need a few simple choice options.
• Prospects are easily identified and the message is easy to deliver.
• Prospects are highly sensitive to price.
• Training is basic and focuses more on order taking and customer service.
• Best practices are easily codified, trained, and monitored.

On the far right of the spectrum is sales as an Art.

• HIgh output variation creates customer value.  Sophisticated solutions or provocation is expected.
• Prospects, specifically decision makers, are sometimes difficult to identify and are hard to access.
• Prospects are value sensitive and focused on ROI.
• Training of sales professionals is critical for long term effectiveness.
• Creativity and problem solving ability are highly valued skills.

Of course, there is no such thing as a sales process without art nor can an artist succeed without process.

All companies are going to fall in between the extremes, especially if they have multiple products, services, or client profiles.

Where a company and their products and services fall on this spectrum impacts how they market and to whom, the sales systems they develop, and the people they hire to do sales.

Are your companies sales processes and people aligned with your position on the spectrum?