Sales Methodology or Sales Process?

Sales Methodology or Sales Process?

When someone asks me "which sales methodology are you using?" - my favorite answer is “all of them”. In truth, there is no silver bullet in sales methodology. However, before choosing a sales methodology you probably need to clearly define your sales process.

A documented sales process serves as a guideline to help sales reps determine proper next steps to bring prospect through the buyer’s journey to that final sale.

Unlike a sales process, a sales methodology isn't applied to the entire sales cycle; rather, it focuses in one area of a sales process and builds unique approaches based on a business’s goals, culture, and values. It’s more of a strategy.

When it comes to sales methodologies, there are 9 most popular methodologies companies use: 

•  The Challenger Sale
•  SPIN Selling
•  N.E.A.T. Selling
•  The Sandler System
•  Solution Selling
•  Inbound Selling
•  MEDDIC
•  Conceptual Selling
•  SNAP Selling

Many of the sales training methodologies started with a specific focus. For example, SPIN Selling started with a focus on the discovery and a questioning methodology to understand and probe into customer problems. Miller Heiman’s Large Account Selling originally focused on expanding share and growing presence in large accounts.

Some methodologies tend to be focused more heavily on a certain part of the sales process. For example, Challenger focuses more on the very front end of the process, providing insights that motivate the customer to take action and change. Some methodologies focus on negotiation which occurs at the end of the sales process.

My strategy is to take the best from several methodologies, creating my own unique methodology. I know a number of companies that have purposefully leveraged a number of methodologies -- one year they might learn one, two years later another, two years later yet another. They then incorporate the best pieces into what works for them.

Sales process or methodology?

So do we need a sales process or a sales methodology? The definitive answer is, “Yes, we need both.” Make sure to invest the time in understanding and defining your own sales process. It’s the cornerstone to your success and differentiation. 

Overlay that, and sharpen the execution of your sales process with a great sales methodology. But make sure the methodology is integrated into your sales process. 

Don’t forget, you sustain your investment in any sales training by integrating it into your systems, processes, tools, and most importantly, coaching strategies."