A sales template can be created to capture and systematize the steps of the ideal sales process for a particular product or service. This sales template process is a way to assure that a consistent sales process can be followed regardless of the experience of individual salespeople.

In addition to making the management of sales easier, sales templates also improve the performance of a sales force. This discipline provides the salesperson with a structure to work within to better control sales situations.

Everyone in a sales force should contribute to developing a market segment’s sales template. This team involvement is vital if individual salespeople are to take ownership for using the template every day. The group deliberation process also helps everyone get a deeper understanding of the best practices their peers are using to sell your company's products or service to typical clients.

Step by step

The first step in creating a sales template is to identify the product and market that best represents a typical sale in the business and pick a sale that is common to most, if not all, salespeople in the company.

Next, salespeople must analyze the process they follow in making this kind of sale, step by step. It can be a bit of a struggle to get going at first, but a group will ultimately gain momentum in the process if they persevere.

Most will easily speak in generalities about what they do, but the struggle comes in defining and committing to any kind of consistent sequence. Often even veteran salespeople in a company follow different processes because of differences in their personality and style.

Once the big picture process has been thoroughly reviewed, the group can now consolidate similar steps by discussing until consensus is reached on each for a typical sale. Here is an example of what a final process may look like after consolidation:

Step 1: Analyze the market and choose a target company.
Step 2: Research the target company.
Step 3: Set an appointment with objectives for the visit.
Step 4: Make the initial visit to the company.
Step 5: Qualify or disqualify the prospect.
Step 6: If qualified, write a proposal.
Step 7: Present and close the sale.

Details, details...

With this outline in hand, the next step is to fill in the details of each big picture step with activities that must happen to complete each step. This is where the group needs to evaluate everyone’s activities before identifying and reaching some consensus on the "best practices."

Take caution that often it is the little details that can make or break a sale, and what is second nature to one person can be a revelation to another. Documentation of each step should also include guidelines that salespeople can use to determine whether they have completed the step.

For example: What questions have to be asked and answered with the prospect for the step to be completed? What qualifications does the prospect have to meet to proceed with the sales process? What approvals, if any, are needed to proceed with the process?

This outline and set of standards becomes the sales template -- a model or map that salespeople can follow for every selling process they conduct. On the other hand, the sales template should be a “living document” and should change as your product or the market changes.

And the discipline should be flexible enough to deal with exceptional circumstances; a good template should guide the process, but never tie the hands of the company to make a sale that is good for the company.

A well designed sales template helps assure that a consistent sales process can be followed in a dynamic company. It also makes sales management easier and can improve sales performance.

Joe Marr is a public speaker, sales and management consultant and trainer, and runs Sandler Training at 501 Avis Drive in Ann Arbor. To get more information on Selling Smart training sessions being conducted this season, call 734-821-4830 or visit his website at www.sandlerannarbor.com.