A sales process is made up of a series of stages, activities, and verifiable outcomes. It should be developed to be customer-focused.
During the development process, each stage and activity, and metric should be established to ensure that the sales team is always acting in the best interest of the customer. This means eliminating unproductive activities and adding activities to build momentum to the close.
The sales process should be flexible and scalable so there is room in the execution of the process for good judgment.
The sales methodology supports the sales process. Therefore all of the practices outlined in the methodology should also be customer focused.
An important part of the sales methodology is having the right tools in place to support the desired practices and behaviors. These tools include:
Optimize your sales process by anchoring to verifiable outcomes and discover a proven path to improved sales team performance.
Richardson Sales Performance’s Momentum Methodology is a dynamic set of practices for developing an intentional pursuit strategy to win and grow business.
When applied in sales opportunity pursuit, the methodology is used for assessing a customer relationship, developing a strategy, and taking internal and external actions to proactively build customer relationships.
As the business environment has become more complex and difficult for customers, these changes have been reflected in the customer’s Buying Journey becoming more dynamic and extended.
Trusted Advisors can play a key role in helping customers navigate or simplify that complexity. An effective methodology for developing an opportunity pursuit plan provides a set of practices and tools that helps sellers build trusted advisor relationships that create value throughout the sales opportunity pursuit process.
The key difference is that a sales methodology is a collection of practices NOT a process. Each of these components of your sales strategy should work in tandem to improve the customer experience and build momentum towards the close of the sale.
The Key Differences Between Sales Process and Sales Methodology
Developing an effective sales strategy is crucial for any business looking to drive revenue and scale efficiently. Two integral components of an impactful sales approach are the sales process and sales methodology. Though these two terms are sometimes conflated or used interchangeably, they refer to distinct concepts that serve unique purposes.
In this article, we’ll break down the core differences between sales process and methodology, why both are essential for sales teams, and how to leverage them in tandem to optimize results.
Defining Sales Process
A sales process refers to the specific stages or steps a prospect moves through on their path to becoming a customer. It lays out a repeatable path sales reps follow to guide prospects from initial outreach to closed deal.
Sales processes vary from company to company based on factors like industry, product/service, and target buyer personas. But most contain the following core stages:
- Prospecting: Identifying and qualifying new potential customers
- First contact: Reaching out to prospects through cold calls, emails, etc.
- Discovery: Learning about the prospect’s pain points and needs
- Presentation: Demonstrating how your offering solves the prospect’s challenges
- Handling objections: Addressing prospect concerns and questions
- Closing: Asking for the business and finalizing the deal
The goal of a sales process is to systematize and optimize the path from stranger to customer. It aims to maximize deal conversion rates by guiding reps through the most effective sequence for moving prospects through the funnel.
A streamlined sales process enables consistency across the sales team by ensuring reps take a uniform approach. It also makes onboarding new hires simpler by giving them a repeatable playbook.
Defining Sales Methodology
While a sales process lays out procedural steps, a methodology refers to the underlying philosophy or school of thought guiding the process. A methodology provides principles, strategies, and best practices to inform execution at each process stage.
Some well-known sales methodologies include:
- Solution selling: Focuses on identifying customer pain points and positioning your product as the best solution
- Challenger: Based on teaching prospects and tailoring messaging to individuals
- MEDDIC: Emphasizes qualifying leads with rigorous criteria before pursuing
- Spin selling: Uses a tactical questioning approach to uncover buyer needs
- Inbound: Focuses on attracting prospects through content before selling
Unlike sales processes, which differ by company, methodologies are not proprietary. They provide broad frameworks sales orgs can adopt and customize to their process.
Methodologies aim to optimize the selling approach by equipping reps with proven techniques. They offer guidance on mindsets, skills, and strategies for navigating the buyer’s journey.
The Difference Between Process and Methodology
While sales processes and sales methodologies are complementary, there are some key differences:
- Process = Tactical steps; Methodology = Guiding philosophy
- Processes are unique to each company; Methodologies are reusable frameworks
- Processes focus on sequencing; Methodologies focus on skills/strategies
- Processes lay out procedural steps; Methodologies shape the approach
- Processes are fixed; Methodologies are open frameworks
In essence, the sales process charts the journey while the methodology equips reps with the best route to take.
Why Sales Teams Need Both
Having both a documented sales process and a defined methodology is crucial for maximizing sales success. Here are some key reasons both elements are essential:
Provides a repeatable system. An effective sales process enables consistency and discipline. It takes guesswork out of day-to-day selling by providing a program reps can follow.
Optimizes conversion rates. Research shows companies with standardized sales processes enjoy higher win rates. A process based on best practices makes losing deals less likely.
Enables precise tracking. With clearly defined process stages, it’s easier to analyze trends and identify improvement areas. You can see where deals stagnate and address weak points.
Simplifies training. Documented processes codify institutional knowledge so new hires can get up to speed quickly. It provides a clear playbook for onboarding reps.
Supports scaling. As a sales team grows, a documented process helps maintain quality control across a larger rep team. It propagates successful techniques as an org expands.
Provides a philosophy. A methodology gives reps a model for how to think about selling, not just what to do. It shapes skills, mindsets and sales competencies.
Offers proven strategies. Leveraging established methodologies allows teams to apply industry best practices rather than reinventing the wheel. Reps learn techniques proven effective.
Encourages customization. Methodologies provide flexible frameworks sales leaders can adapt to the organization rather than prescribing rigid rules.
Adds structure. Methodologies give form and purpose to specific process steps. They align tactical activities with higher-level selling principles.
Boosts rep competence. Methodologies equip reps with actionable strategies for each step, from prospecting to closing. It boosts capability.
In short, a process provides the what while a methodology provides the how. Combining both gives sales teams a codified playbook and the skills to execute it effectively.
Implementing Processes and Methodologies
Looking to implement a sales process and methodology at your organization? Here are some best practices to drive adoption:
Choose a methodology
Research established methodologies like solution selling, challenger, spin, and MEDDIC. Choose one that aligns with your business model, industry, and messaging.
Define process stages
Map out a sales workflow with 6-8 high-level stages. Outline the core activities and goals for each stage.
Match methodology to process
Determine how the methodology will inform execution at each process stage. Identify techniques reps should apply.
Document and diagram
Visually map the process stages and steps for easy reference. Comprehensively document procedures.
Train reps thoroughly
Educate reps on both the process workflow and the underlying methodology. Ensure they understand the “why” behind the process.
Reinforce regularly
Continuously revisit methodology principles and process best practices in coaching sessions and team meetings.
Review and optimize
Analyze process efficacy regularly. Improve weak points and realign with the methodology as needed.
Allow flexibility
Give reps latitude to exercise judgment within the process framework. Avoid rigid adherence that limits customization.
Lead by example
Have sales leaders model the process and methodology principles to set expectations.
Celebrate successes
Highlight wins stemming from proper process execution to reaffirm its value.
An effective sales process provides guidelines and structure, while a robust methodology equips reps with the skills and strategies to maximize results. Adopting both in tandem can profoundly amplify a sales team’s impact and productivity. Take the time to research, document and train on both elements to drive higher conversion rates.
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Sales Methodology Vs. Sales Process in B2B Sales
What is a sales methodology?
A sales methodology is a broader philosophy or set of practices that can inform how a sales process is built and conducted. Almost every company has its own sales process — a progression shaped by factors like the nature of its industry, its target personas, its market position, and the structure of its sales organization.
What is the difference between a sales process and a methodology?
Sales processes are private unless an organization shares its process. Companies develop a sales process to accomplish their specific goals, so they’re unique. Sales methodologies are public for all organizations to use. Typically, a marketing and sales team chooses a methodology and uses it to develop their processes.
What is the difference between sales processes and sales models?
Methodologies or models tend to be best practices relevant to one specific part of the sales cycle — whether in the qualification, discovery, demo, or follow-up stages of the process. Another key difference between sales processes and sales models has to do with specificity and individual business needs.
Should you use a sales methodology?
Sales methodologies are meant to bring consistency and structure to your sales process, but it can take time to get it right. Remember, they only succeed when they align with the needs of your business and its customers. No matter what methodology you choose, build in the flexibility for your team to respond to unique situations as they come up.
