If you sell anything, you have a sales process. But for many, it’s a messy structure with sales inquiries not only coming from several sources, but the management of them is also diverse. When you decide to grow and scale, you need to design your Signature Sales Process.
- What is a Signature Sales Process?
- How do I know I need one?
- When is it time to design one?
- How do I design one?
Let’s dive in!
What is a Signature Sales Process?
A signature sales process is a process that enables you to manage all your sales inquiries in a systematic way. It has a certain structure that fits your business and revenue model, and it’s efficient and joyful to execute.
“Can sales be joyful? I dislike sales”
Yes, sales can be joyful. The problem with many business owners is that they have been taught sales techniques that are sleazy and not suitable for the value-based entrepreneur. Also, many creative entrepreneurs feel uncomfortable selling their services or products because it’s so personal. Fear of rejection keeps us from making sales the number one priority, which, in turn, unfortunately too, leads to a lack of growth.
How do I know I need one?
- If your sales are all over the place and don’t really have a clear structure, then you need to have a Signature Sales Process.
- Also, if you experience that clients and customers come from all different channels, and you and your team are always acting ad-hoc on inquiries, then you need a Signature Sales Process.
- If you find sales cumbersome, difficult, and less enjoyable, then you need to have a Signature Sales Process.
- Lastly, if your sales are not working, but you have prospects, meaning your marketing works, you need to have a Signature Sales Process.
When is it time to design one?
As soon as you want to have customers and clients, it’s time to start thinking about your Signature Sales Process. However, it will make more sense to design your systems when you already have had some clients, since you need experience from past client projects to set up systems that work for you.
Having said that, if your sales is not working now, for example, you get a lot of inquiries but they stop somewhere along the journey, then you should start setting up your Signature Sales Process to improve your sales.
But, like with all systems and business in general, be open to tweaking and optimizing your them while you grow and get more experience.
How do I design A Sales Process?
First, you need to ask yourself: what is your offer and revenue model? A Signature Sales Process looks very different when you are selling high-ticket, white-glove services versus if you sell products online. Also, it looks very different depending on your positioning and market presence!
For example: if you are a household name, your audience already trusts you, so your sales process can be shorter and more automated. People are likely to purchase based on brand equity, reputation, and social proof. But if you’re not a household name (yet), you’ll need to build more touchpoints that establish trust, credibility, and authority before asking for the sale.
Read: Luxury Brand vs Household Name – How Brand Position Shapes Your Sales Process
Secondly, if you have diverse revenue streams, then you need to have diverse Signature Sales Processes as well. Decide what you start with, build one at a time, and then move on to systemizing the other revenue streams!
Once you have identified what offer you want to start with, then you need to map out your complete client journey. Then you identify where it can be improved, for example where in the journey you lose most of the sales.
After that, you need to start designing the small steps and delightful touches that will move the prospective clients on their journey toward the purchase, one step at a time!
A typical Signature Sales Process has 3-4 phases
Break out the buying process into the following phases where the sales event is the actual sales conversation, while the other phases are highly important to make the event itself as effective and successful as possible.
Before the sales event
- What do you need to DO to get the person to inquire to work with you?
- What do they need to KNOW about your business to effectively do that?
- What do YOU need to know about the prospective client in advance, so that your sales event is going to be as effective and joyful as possible?
- How can you ensure only the right people continue on the buying journey?
During the sales event
- What kind of an environment will make your prospective clients say yes to you?
- What kind of assets do you need to be able to turn uncertainty into certainty?
- How is your actual sales event going to happen?
- Who is involved in the sales event?
- What tools are used to effectively conduct your sales events?
- What can go wrong at this phase?
After the sales event
- What happens after your sales event?
- When are you going to follow up?
- What assets do you use to follow up?
- What else could happen at this phase?
Lost client recovery
- What do you do when the clients cannot make up their minds?
- How do you keep up the flame even if it feels like a lost case?
And lastly: when you enroll a client in your service, what happens then?
- How do you charge for your services?
- What payment terms do you offer?
- How do you onboard a client in your services?
Design Your Signature Sales Presentation
A compelling sales presentation is a crucial element of your Signature Sales Process. It serves as the structured and persuasive way to communicate your value, address potential client concerns, and ultimately guide them toward making a confident purchasing decision. Whether you are presenting in person, over a call, or through digital means, your sales presentation should be designed with clarity, engagement, and conversion in mind.
Why Do You Need a Signature Sales Presentation?
- Consistency in Messaging – Ensures that you and your team deliver a uniform, powerful sales experience every time.
- Increased Confidence – Having a well-structured presentation reduces hesitation and uncertainty when pitching.
- Higher Conversion Rates – A carefully designed sales presentation eliminates objections and reinforces trust.
- Time Efficiency – Saves time by systemizing your key talking points and responses to common questions.
Elements of a Signature Sales Presentation
A strong sales presentation is not just a pitch; it’s a structured conversation designed to lead to a commitment. The key components include:
1. Captivating Opening
The first impression sets the tone for the entire conversation. Your opening should:
- Establish rapport and build a connection.
- Frame the conversation by stating the purpose and what the prospective client will gain.
- Share a powerful insight, question, or statistic to immediately capture interest.
2. Defining the Problem
Before jumping into your solution, you need to clearly articulate the problem your prospect is facing. This phase should:
- Show that you understand their challenges deeply.
- Evoke emotion by discussing the consequences of not addressing the problem.
- Use relatable examples or case studies to make it personal and tangible.
3. Presenting Your Solution & Unique Mechanism
Now, introduce your offer in a way that directly addresses the problem you just outlined. This step should:
- Clearly explain how your product or service solves the problem.
- Highlight the unique value of your solution (why you vs. competitors?).
- Provide a structured breakdown of your offer, ensuring simplicity and clarity.
4. Demonstrating Value
Clients need to see real, tangible proof that your solution works. This section should:
- Include testimonials or case studies with measurable results.
- Show before-and-after transformations.
- Use visual elements like graphs, images, or videos to reinforce credibility.
5. Overcoming Objections
Objections are a natural part of the sales process. Instead of fearing them, anticipate and address them:
- Identify common objections and proactively provide reassuring answers.
- Use stories of past clients who had similar concerns but found success with your solution.
- Offer guarantees or risk-reducing elements to build confidence.
6. The Call to Action (CTA)
A great presentation guides the prospect toward a clear next step. Your CTA should:
- Be direct and specific (e.g., “Let’s book your onboarding session now”).
- Offer an easy, low-resistance step for commitment.
- Reinforce urgency or limited availability to encourage immediate action.
Structuring Your Sales Presentation for Different Sales Environments
Your Signature Sales Presentation may look different depending on how you engage with potential clients. Here’s how you can adapt it:
- One-on-One Consultations: Personalize your approach by referencing past interactions or specific client needs.
- Group Presentations or Webinars: Ensure that you engage the audience and leave room for interactive elements like Q&A.
- Email or Digital Presentations: Use storytelling and strong visuals to keep it engaging and avoid overwhelming the reader with too much text.
- Sales Videos: Keep it concise, high-energy, and visually compelling to maintain attention and drive conversions.
Tools to Support Your Signature Sales Presentation
To enhance your sales experience, consider using:
- Slide Decks (PowerPoint, Keynote, Canva, etc.) for structured, visual storytelling.
- CRM & Sales Automation Tools to track interactions and follow up effectively.
- Live Demonstrations to showcase the impact of your product or service in action.
- Proposal Software to generate customized, professional-looking sales proposals quickly.
Part of your Signature Client Experience
It doesn’t matter what you sell, every business has a client experience.
Your sales progression is part of your client experience, and it determines your success, not only your revenue at the time but also the success of your deliveries and client (and personnel) happiness.
