How to Build Consistent Sales Processes

When my client took over as Sales Director at a cybersecurity company two months ago, he walked into a situation many leaders would recognize. An organization built entirely on raw talent with zero process. No phone blocks. No time management. No pipeline visibility. No forecasting capabilities. No documentation. No Salesforce discipline (reps going entire quarters without logging activities). The company had been stagnant for three years. They were consistently missing their targets ($45M annual), tracking toward just $39M this year. Despite having genuinely talented salespeople, they couldn't grow. Why? Because talent without structure has a ceiling. Here's the three step process he implemented to create immediate structure. 1️⃣ Daily Architecture Method I mapped every rep's day hour by hour, creating specific blocks for prospecting, follow ups, and admin work. The goal wasn't micromanagement but rather intentionality. Ensuring high value activities receive adequate time. 2️⃣ Mandatory Pipeline Visibility I established the core principle: if it's not in Salesforce, it doesn't exist. Two reps hadn't entered data for an entire quarter. They were the first to go. Harsh? Perhaps. But you can't improve what you can't measure and if you’re not coachable? You can’t be on the team. 3️⃣ Standardized Sales Process I helped build a repeatable selling system that worked with their unique 3-4 week sales cycle. This included consistent discovery frameworks, value articulation methods, and urgency creation techniques. The results after just 60 days? $7.3 million in new pipeline and, for the first time, the ability to forecast our business with confidence. Most importantly, we've shifted from a "referral and relationship" business model (which is inherently limited) to a proactive, scalable approach. Here’s some truth for you… If your sales organization runs on tribal knowledge and raw talent alone, you're leaving millions on the table. Structure isn't boring. It's the foundation that makes predictable scale possible. — Hey Sales Leaders. Want to build a top 1% sales team? Let’s talk: https://lnkd.in/gfn_qi9E

“You’re not scaling excellence. You’re just celebrating survivors.” Most sales teams aren’t following a process. They’re surviving one. I worked with a B2B sales org where three reps consistently smashed quota. Everyone else? Average at best. Leadership said, “Let them do their thing — it works.” But here’s what “their thing” actually was: – A jumbled blend of SPIN, Challenger, MEDDPICC, Sandler and instinct – CRM updated only when deals closed – Coaching sessions that relied on anecdotes, not systems When one of those top reps quit, the pipeline fell apart. Why? Because success lived in their head, not in the process. Here’s the uncomfortable truth: – If only your best reps can navigate your system, you don’t have one – If deal reviews sound different every week, your methodology is broken – If forecast accuracy depends on “gut feel,” you’re scaling luck, not learning ✅ Want to fix it? – Shadow your best reps — not for charisma, but for structure – Document their patterns in a step-by-step format anyone can use – Build coaching and CRM workflows around that structure, not in parallel to it 🎯 Psychological landmines to watch for: – Outcome Bias: Just because a deal closed doesn’t mean it was the right process – Survivorship Bias: Don’t replicate what worked for one without knowing why – Resistance to Codification: Top reps may resist standardizing what makes them feel unique Process isn’t about rigid steps. It’s about giving everyone a fair shot at consistency, especially your middle 70%. 📌 You don’t need 10 reps winning 10 different ways. You need 1 way that scales to 100 reps. 🔁 Repost if your top performers have become your entire process 💬 What happened when your star seller left? 📥 Follow for repeatable systems that scale skills, not just results

This myth costs companies millions: “Hire great sales reps, and they’ll figure it out.” Even elite reps crash without: • A repeatable process (not guesswork) • Real-time coaching (not annual SKOs) • Accountability to their personal sales plan (not sink or swim ) Take a commercial glass and glazing contractor we worked with. Their “experienced” reps kept losing bids. Why? → No system for qualifying leads → Inconsistent discovery questions → Competing on price (not value) Their closing rate? Less than 10% We got it up to more than 20%. We fixed it with our framework (ATTMO): Step 1 - Analyze Audited their team’s gaps in 21 sales competencies. (Hint: "Experience" ≠ skills.) Step 2 - Train Role-playing drills for consultative selling + AI proposal tools. (No more winging it.) Step 3 - Transformative coaching Ongoing review of game film. Strategizing and debriefing actual calls in the field. Step 4 - Measure What gets measured can be improved. Tracking their personal income goals and sales KPIs. Step 5 - Optimize Automated recruiting funnels + career ladders to retain stars. This simple framework literally doubled the clients’ revenue in a matter of months. Moral of the story? Talent matters. Systems matter more. STG - Sales Transformation Group replaces “spray and pray” with science. Your pipeline shouldn’t depend on luck. Ready to turn bids into wins? Let’s talk.

As a Sales Leader, structuring a repeatable top-of-funnel process is crucial for sustainable growth. Here’s a 9-step checklist you can use to build a durable sales funnel that not only fills the pipeline but ensures its longevity and effectiveness. 👇 1. Identifying and Understanding Your Ideal Customer Start with a clear picture of who you’re targeting. Analyze market data and customer feedback to define your ideal customer profile (ICP). This understanding directs all other sales efforts, ensuring they’re focused and effective. 2. Crafting and Communicating Your Value Proposition Your value proposition should resonate deeply with your ICP. It’s about clarity and relevance—make sure it addresses the specific needs and pain points of your target audience. 3. Developing a Targeted Outbound Strategy Tailor your outreach to the preferences and behaviors of your ICP. A targeted strategy ensures that your efforts are concentrated on the most promising leads. 4. Writing Sales Copy That Generates Pipeline Effective sales copy is clear, compelling, and directly speaks to your ICP’s needs.  Ensure your messaging consistently aligns with your value proposition and appeals to your audience. 5. Optimizing and Managing Outreach Channels Choose your channels based on where your ICP is most active. Regularly review and optimize these channels to maintain engagement and improve response rates. 6. Building and Maintaining Effective Sales Sequences Develop sequences that nurture leads at every step of the funnel. Automated workflows can help maintain timely follow-ups and consistent engagement. 7. Mastering Objections with Curiosity and Confidence Equip your team to handle objections by fostering a mindset of curiosity and confidence. This approach not only addresses concerns but also opens up opportunities for deeper engagement. 8. Conducting Discovery Meetings and Building Relationships Discovery meetings are crucial for understanding the prospect’s needs in-depth. Focus on building relationships rather than just selling, fostering trust and collaboration. 9. Creating Repeatable Processes to Ensure Durable Growth Systematize successful strategies to create a scalable and repeatable sales process. Continuous training, regular audits, and adaptability to market changes are key to sustaining success. ✨ Leadership Takeaway - Implementing these steps requires more than just strategic planning; it demands a commitment to continuous improvement and adaptation. Focus on these fundamentals to build a robust sales funnel that drives sustainable growth. Need a helping hand? Shoot me a DM and we can chat 1:1. #GTMAdvisor #SalesConsultant #SalesTraining #SalesProcess

Sales are predictable, only if you have the right people and playbook. Here's part of my playbook after helping guide 12 companies to unicorn status: Most startups struggle with sales not because their product isn’t great. But because they’re winging it instead of following a proven process. Here’s the process I’ve used to scale 1 in every 5 companies I've worked with to unicorn status or 9-figure exits. Step 1: Be clear about your ICP Most startups think their audience is "everyone." Wrong. - Who has the biggest pain that your product solves? - Who has the budget and urgency to buy now? - Who will refer you to others after buying? - Who is easiest to get ahold of? Pro tip: If your sales team is chasing everyone, they’re closing no one. Step 2: Fix your sales messaging If your pitch sounds like everyone else’s, your prospects zone out. Don’t say “We’re an innovative AI-powered solution…” Instead, lead with outcomes. ❌ “We help companies streamline operations.” ✅ “We helped Scott cut CAC by 37% in 60 days. Any reason you couldn't get similar results?" Buyers don’t care about your product. They care about how it fixes their problem. Step 3: Build a repeatable sales process. If you don’t have a process, you have a guessing game. Here’s what I set up: - Outbound Sequence – Cold outreach that feels warmed up - Inbound Strategy – Attract buyers to you through content - Go To Network Strategy - Get intros to the interested - Sales Stages – Steps from discovery to close - Follow-Up – “No” is better than nothing Sales should feel like a well-rehearsed dance, not an improv session. Step 4: Data-driven sales execution Gut feelings don’t scale. Data does. We track: - Conversion rates at every stage - Sales cycle length - Top-performing reps (What are they doing differently?) The fastest-growing startups aren’t guessing. They’re iterating based on numbers. Step 5: Optimize & scale A great sales strategy isn’t set in stone, it evolves, so revisit every 6 months. - Are deals stalling? We learn why. - Are leads ghosting? We refine messaging. - Is the close rate dropping? We help fix it, quickly. Sales isn’t magic. It’s a system. Build the system, and the revenue follows. If your startup’s sales feel random instead of codified, it’s time to get serious. DM me, let’s build a sales engine that actually works.

I used to think hiring salespeople was the key to scaling. I was wrong After 5 companies and $440M in sales, I've learned the REAL secret: Not more salespeople. Better process.. Here’s how to do it (and 10x your sales results without 10x the team): Most founders dive into hiring, burning cash on reps who underperform. I did this too. At my first company I hired "experienced" salespeople, gave them targets … and watched them fail. I was trying to build a rocketship without understanding physics. Expensive. Frustrating. Pointless. But here's the truth: PROCESS TRUMPS TALENT So, before you hire anyone, become a scientist, and an engineer: ENGINEER V.1 1. Wear all the hats yourself (SDR, AE, Sales Ops) 2. Track EVERYTHING (leads, conversions, time-to-close) 3. Build a repeatable system Only then should you consider hiring. And when you do: SCIENTIST V.1 1. Hire in pairs (A/B test your talent) 2. Train relentlessly (recorded calls, role-play, constant feedback) and test the results 3. Cut fast (60 days max for underperformers) SCIENTIST V.∞ Your sales process should NOT be static. The market changes, your talent changes, your product changes. Always Be Testing. Never, ever stop this. You are the architect of process. No one will ever sell like the founder. But with the right process, you won’t have to. Ignore the "rock star" hype. Focus on the science. (For more, see my free Scale with Science Mini-Masterclass)