Webinar: 16 Steps to a Repeatable Sales Process
Building a repeatable sales process is easier said than done, but our friends at Vouris want to help! In this webinar recording, we share a framework to help you supercharge your sales efforts.
Here are a few of the things we cover:
- ✅ How turn a struggling sales team into a deal-closing machine.
- ✅ How to build a sales team from scratch without years of trial and error.
- ✅ How to use sales data to consistently identify bottlenecks and solve them before it's too late.
- ✅ Actionable next steps to improve your sales team's performance.
Here are the resources we discussed:
If you have any questions, you can reach out to Kyle at kyle@vouris(dot)com and Basile at bsenesi@arc(dot)tech. Enjoy!
P.s. if you're looking for a new cash management, we'd love to help! Get in touch!
Transcript
So what are we talking about today? We're talking about how to build a repeatable sales process and everyone here saw the title of this thing, the 16 Steps to Building a Repeatable Sales Process. And it's a lot of material. I'm going to be talking a bit quick here, but I promise you, you're going to get everything you need to be able to figure out exactly what your sales process needs to look like in order to hit whatever revenue target you're trying to hit.
-
That's all. Ultimately the goal, that's why we have salespeople, is we want to hit specific targets. We have growth goals and the, we need to create a culture where we achieve 'em. And I'm gonna show you exactly how to do that. There's 16 steps. I'm gonna show you exactly how to go through the process of each 16 of the steps to creating a repeatable sales process.
-
I've worked with over 60 B2B software and service companies and this is the process that I've used for a really long time. Of course it didn't start off very structured. I've massively simplified everything to make it really actionable for you. But let me give you a quick run through of my background.
-
I got a couple bullets points here cuz some of you might not know who I am. Real quickly here, so I've worked with over 60 software and service. Companies specifically around helping them build a repeatable sales process. I've written two Amazon bestselling books, one on cold outreach, another one on leading sales team.
-
If you look at my name on Amazon, you can find 'em if you're curious. And then finally, I've helped our clients sell over a hundred million in software and services. They've raised over 280 million in most of that venture capital. And I've traded over a thousand salespeople, so I've been around the block quite a bit.
-
And here's what you're gonna learn in this presentation. Really four key things. One, how to make sure that you're targeting the right market. This is very important and a lot of the organizations we work with think they have this right, but they don't. The next is how do you structure your sales team to actually win market share?
-
Sometimes the biggest lift you can make in your sales organization is changing the structure. And or the distribution of different types of reps that you have at your company. So we're gonna talk about that. I'm gonna talk about the importance of tracking the right metrics. Hopefully if any one of you, any of you follow me, you know that this is one of my favorite topics, metrics are really important.
-
I'm gonna talk about that. And then finally, how to organize your leads so that they get better over time. Not worse, if you're doing outbound. Especially with outbound, but really any type of even inbound, just sales in general, but especially outbound if you are not getting better at converting over time.
-
Something's wrong, and typically it's operational. I'm gonna walk through that today. So let's talk quickly about why this is important now. We mentioned this right at the top of the of the hour here. Most sales advice that we have learned is dead wrong. More activity is not leading to more sales.
-
In fact, 58% of sales organizations are missing quota. This was a study that was done by Gartner in like 2020. I can't even imagine what it is now. Okay. I don't know if I've met a sales team that has hit quota in a while. It is really a struggle for everybody. And another thing I'll throw out here is more technology is not leading.
-
The more sales either, there's more tech stacked tool items that, that we can buy today than ever before, and they all have the same promise. We're gonna increase your rep sufficiency, they're gonna close more deals, yet we're still not hitting quota. So it, when you look at all these things together, it's very easy to say like, all right, then what do we do?
-
Oh, actually one more thing. There's more competition today than ever before.
And then I'm gonna walk through the 16 steps. So who is this for? If you have a sales team and you want to hit your revenue target, this is for you. If you're building a sales team and you wanna prevent all of the trial and error, don't jump off a lot of this stuff. Almost all of it applies to you. If you wanna hit your revenue targets consistently, this is absolutely for you.
-
If you wanna be able to scale your sales team, if you wanna figure out why your sales team is missing targets so you can actually fix 'em, this is for you. And also to get very specific, if you're worried about your customer acquisition costs, because your net revenue retention has dropped. This is absolutely for you.
-
Cause I'm gonna show you how you can do more with less. Okay, so before I jump into the 16 steps, I wanna make a quick confession here. Building a repeatable sales process is challenging. It takes time and iteration and sometimes I feel like it's. People oversimplify things, they act oh, this is the easiest thing of all time, and it's all hypey and weird, and I don't wanna be that person.
-
So I wanna say upfront it is difficult. Okay? I'm gonna massively shortcut it for you, but it is difficult. So if you're feeling that difficulty, you're not alone. It is a difficult process. And there's really 16 steps here. Oh, geez. Okay. I have weird animations. Let's just get all 16 showing. Okay, so we have 16 steps here.
-
To building a repeatable sales process. This is all 16. I cannot get through all of these in detail in 30 minutes, but I can cover the ones that I see people make the most mistakes. At the end of this conversation we're about to have, I'm gonna give you a PDF that walks through every step. As well as highlight, or, sorry, highlight as well as go into detail about each step and how to do it.
-
It's like 26 pages. You're gonna love it. You're gonna be like, oh my gosh, I can't believe you gave this to me. It's gonna be great. But you need to buckle up because we have a we're gonna go through five today, and they're pretty detailed. And these are the five we're going through my stupid animations again.
-
Okay we're gonna talk about step 2, 4, 5, 11, and 14. Now these things crescendo, so if you're earlier on in your journey, the earlier steps are gonna be the ones that you're gonna primarily be focused on with some exception. I, look, I've worked with I worked with one company that had a hundred million in a r r.
-
And they're like, target markets were all messed up, which was nuts to me. So you can't outwork a bad target market sometimes. But anyway, so these are the ones we're gonna cover. As we get later on into the steps, they get a little bit more advanced, more for people who have teams already that are operational.
-
But let's jump in immediately here to step number two, which is deciding on your target vertical. So we all think about. Total addressable market. And in every market it gets cut down into potential verticals that you could be targeting. And one of the mistakes I see pretty often is folks focusing on way too many verticals.
This even applies to larger companies. Sometimes there's vertical that just doesn't make sense and you should cut it out. But for earlier companies, you really need to focus on one at most. Three, but one is ideal. So every market can be chunked down into segments or verticals. So an example of this would be if you're let's say you target appointment-based medical providers.
-
That's a broad target market. It's more the smb. This is probably a high volume approach. You're taking well, What do we do? Do we just call all service-based medical providers? No. We break that down into chiropractic, dental, private practice, MD optometry, and now you have a list of verticals and you separate these and you build out what the markets look like for each.
-
Right now you're immediately probably asking, if I break down my target market into all these little verticals, how do I choose which one that I should be targeting? Especially at the early stage, we run into this a lot. So the first thing that I usually ask is, which ver vertical do you have the most traction in?
-
This is the obvious one. If 70% of your customers are chiropractors, then pick chiropractors right now. That's pretty obvious you. You may have already done that one before. The next here is, which vertical do you have the most experience in? So really early stage I always ask do you have friends or family that are optometrists?
-
If so, you probably speak that language better than somebody who knows nobody who's an optometrist. So go that direction. And start, doing the activity and then let the data tell you if this is the right market or not. And then finally, the, which vertical makes logically the most sense. So if dentists are more, most impacted by the challenge that you solve, then pick dentists, right?
-
So I really encourage everybody here to break down your market into the sub-verticals, and then go through and look at each vertical and decide which one you should put the most energy towards. I promise you it. Always increases performance because you get really focused around a specific message, a specific problem, but more importantly than all that, a specific buyer, the buyer's, everything.
-
I often say it, the product doesn't matter, the prospect does. So the better you can speak to the buyer, the more effective your sales efforts are gonna be. So to continue on this let's talk about different size of company, because I imagine your solution doesn't work for literally every chiropractor or every dentist.
-
In this example, so let's say you want to target chiropractors with clinics between 10 and 30 employees, or dental offices with 30 to 20 employees, optometrists with. 15 to 50 employees, you wanna really have a good breakdown of where you live so that way you can target those people, get folks out that aren't part of that market, but also collect the information of where they land, because then your database gets better.
-
So hopefully, like if you didn't catch that, I want to really re reiterate it. Anything that you can't just get from a data provider accurately, which, by the way, employee count often is one. If you can't accurately get the information as your team is going through, calling the leads, researching the leads they need to be logging where they belong in this world, are they 10 to 30 employees?
-
Are they 50 plus? Are they a hundred plus? Are they thousand plus? This is a fortune and 500 company, whatever it might be. So then that way, Your efforts compound over time because you can get more detailed with your targeting and that detail is accurate. It's really important. And this is more of a struggle for larger target markets than it is for if you target the enterprise of Fortune 500.
-
All right, so now what I, a what I will ask you to do for each vertical that you end up picking, including the, like company size or whatever the maybe it's revenue size, whatever it is for you. Ask yourself these K these questions. The first is, why is your solution a good fit for this vertical?
-
Specifically has to be specific to the vertical. Why should a company in this vertical invest in your solution? Now, how does one of your feature help solve a vertical specific challenge? And you repeat that question for three a thousand, hopefully you don't have that many, but for features that you have, features are providing a benefit.
-
Typically it's solving a problem that they have. You need to link these, and in your head, they might be linked, but if your reps don't have 'em linked, it's gonna be disaster. Because they're not gonna be speaking to it correctly. They're gonna be like, oh, we do this thing. I was telling my daughter last night, actually she's six maybe early for these conversations, but I said if you're selling shoes, people aren't buying shoes.
-
They're buying the comfort of walking around in shoes. And she was like, oh, great. But my point is your sales reps are doing that with features. They're saying this is a shoe. So I want you to make sure it's very clear. Again, you as a founder might have in your head, your reps don't.
-
And I promise you that, right? Do I need to repeat the 58% of sales organizations already in quota? These are part, this is all part of it. It compounds. Alright. Step number four here is clarifying your go-to market approach. We're gonna get flow charting. I hope you love them because we're gonna talk about too, today I really break down, go-to market approach into two main categories.
-
And this is, in this I get, there's a lot of categories. So right here, two main categories. I have marketing led, and then sales led. And everyone always goes what about product led? We're a product-led company almost. No, almost all product-led companies are marketing led companies.
-
They just shove all of their budget into ad spend to get trial signups and then hope that they convert after the trial and they try to build products that like increase that conversion. They spend the exact same amount on marketing as anybody else does. So there's exceptions to that, like especially with lower a c V, but for the most part, the b in the B2B world, a lot of sale product led companies are marketing led.
-
But okay. Let's talk about marketing led first. From a traditional sense of, hey, we're gonna be running ads. Doing organic posting in order to get people to register or sign up or download something on of our, on our website. So here's what the flow chart looks like. As you can see, we have some kind of inbound action in the upper the upper left here where they might have downloaded an asset, they might have requested a demo maybe they signed up for a webinar that did something right.
-
And for webinar signups, I usually delay this process still after the webinar, but you get the idea they downloaded something from your website. The next thing here is we notify the team. Great. Then two minutes later, that person's getting a call. Two minutes. That's my rule. Everyone always says, but Kyle, that's so fast.
Should it be that fast? Yes, it should be that fast. And what I would recommend doing is Google the studies they have done around inbound follow-up time. All of the research shows the faster you follow up with somebody wants to take an inbound action, the higher chance you have of conversion two minutes is what I'm looking for here.
-
And if you have questions, definitely put 'em in here. I'm gonna try to have enough time. I'm doing pretty good right now. Okay, so two minutes later we call. We either book a meeting or we put 'em in some kind of sequence where we're calling them. At a high level, like we're adding v there's a lot of velocity here on the front end in order to get an appointment.
-
If we don't, then we put 'em into a nurture sequence. That's when marketing comes over again. You're gonna see this stuff in the guide I give you at the end of this too, so you don't have to screenshot everything and piece together yourself. All right, let's talk about sales led. Now, what does sales led look like if we're doing mostly outbound prospecting?
-
It all starts with the list. The list is incredibly important and it's something you should cherish it very closely. You almost wanna put it under your pillow every night. And what you're gonna do is you're gonna distribute that list. And like I said earlier, you're rep gonna go through it. And a big part of the initial kind of go through of the list is to qualify it.
-
And then while we're doing that, we're gonna book some meetings. Cause we're calling them, we're gonna put 'em in a sequence. Cause we're doing calls, we're doing emails, we're doing LinkedIn, whatever you're doing. And when it finally ends, they're gonna be put into a nurture. I'm gonna show you how we organize these leads throughout this journey in a minute, but I want you to at least have a high level approach.
-
I can't stress enough on this slide. The list is one of the most important, if not the most important assets. People heavily underestimate the impact of list and operations when it comes to the outbound function. Okay. So the question sometimes becomes if you're early and you don't have any of this built out yet, or you're just starting to, is how do you choose between the two marketing led.
-
Or sales led? Ideally you don't. Okay? You just do both. That would be the dream. But a lot of times you can't, right? Cuz of resources and stuff. So evaluate your rece resource, determine which one makes the most sense. I can tell you outbound always works, and that's a very bold claim, but it's 100% true.
-
If it doesn't work, there's something wrong. It's not that outbound didn't work. There's nothing more powerful than having conversations with your prospects. So if you have a team cold calling, they're not booking meetings. There's something wrong. And I promise you it's not. The cold calling. That's not what's wrong.
-
It's you're targeting the wrong market. Your messaging isn't resonating. Your operations are terrible. Your leads are terrible. You have the wrong reps. I can go on forever, but I promise you, it's not the action of picking up a phone and actually talking to your prospect or you're crazy. That's the most valuable thing you can do.
If you can be in person, that's even better. So you have to look at your resources and figure it out. I usually recommend starting with outbound if you have the budget for marketing. I think it's probably one of the highest leverage skills you can learn as an early stage founder. All righty. Step number five.
-
This is team composition. This is what I talked about earlier. Super important here. You need to decide on your team composition So what roles to hire, and I'm gonna give you some situations to help you figure out what is right for you. So do I hire SDRs? Do I not hire SDRs? Do I hire more SDRs and AEs, or more AEs and SDRs?
-
I'm gonna walk through this right now. So there are a couple of categories here. So the first one, or the first situation is you're trying to get out of sales and you have limited capital. You are trying to get out of sales. And you raised capital in order to do you have a team and you wanna make sure that they, that you have the right ratio of SDR and ae.
-
So if you already developed a team and you're like, gosh, I'm not really sure if I have the right ratio here. Those are really the three key situations. So if you're trying to get outta sales with limited capital, and the question to ask yourself is, do I have the bandwidth to actually do the sales calls?
-
As the founder, if you do hire an SDR to fill your calendar up, that's gonna give you a lot of reps and let you figure out what's resonates with the buyers, what doesn't, and you can replace yourself later if you don't have the bandwidth, maybe you're, building the product or something, then. You wanna hire an AE early on, typically, and these are general rules.
-
If you type in Q and A, your question with more context, I can tell you what it should be for you. All right. Let's say you're trying to get outta sales and you raise capital. Congratulations. You're building a team based on the revenue target you told the board you were gonna hit. I've had people come to me with 2 million revenue targets in 12 months planning to hire one SDR and one ae.
-
I'm like, guys, you're like dramatically underestimating the amount of work it takes to actually get these numbers. Congrats. You're hiring a team. I recommend hiring in twos. So then that way there's a l there's some team stuff, there's some competition. Also you can evaluate them. Both in the same environment where they start at the same time.
-
Then you have the last one here is you have a team. You wanna make sure you have the right ratio of SDRs and AEs. Do the math is really the answer to this question, and I give you what you need to in the guide at the end. In order to do the math, a general heuristic is large total addressable market, plus short sales cycle, which is really less than 30 days equals more SDRs and AEs.
-
Larger medium tam plus medium length sales cycle, so around two to six months. Typically a one-to-one ratio, and then small tam and a medium to long sales cycle. It says two to 12 months. That's actually seven to 12 months plus more AEs and SDRs. These are just general rules, right? These get broken all the time.
-
Just to give you a little bit of guidance there. Alright. Right step. Hey Kyle, real quick. We just have one very pointed question to that last point. If you have 10 seconds to answer this, Asked, what if we're not able to call in the next two minutes? The marketing ad that is running is doing very well to get the leads, and the marketing team is worried that if they stop those ads and actually like action the inbound, it'll be really hard to get good results off that conversion later.
-
I guess the gist of this question, like. Why is it so important to hit it in two minutes? What are the trade-offs, right? Yeah. So they convert better. I don't think you shut off ads at all. If the idea is, hey, we have more of a campaign that we use paid advertising, and if we call between within two minutes, there's not enough time for them to take the action that the campaign is designed to get them to take, then sure break the rule.
-
But as a general, general rule here, what I recommend doing is a lead comes in. They downloaded something on the website, we call 'em. If you can't do it in 10 minutes, I would argue why not? And we need to figure it out. That's an operational thing almost every time. Now, if there's a strategic reason why you don't wanna do that's fine.
-
I'm not, the situation always matters, but as a general rule, I try to get it within two minutes. Makes sense, thanks. Awesome. Yep. Step 11, set clear expectations for the team. Really important. Really important. The real underlying question of this is how do you set really good sales targets that people can hit?
-
Really, we try to do this with a bottoms up model. There's several ways to do this, but we do a bottle bottoms up model. I'm not gonna go through all of this right now, but I wanna show you visually what it looks like. Essentially you're and I give you access to the sheet, by the way, it's in the pdf with a link to it.
-
You basically put in the numbers or either your estimates or your real numbers. And what the sheet is gonna do is work bottoms up to figure out if all of this stuff is true, then with the amount of people that you have, what revenue target you'll attain. And that gives you some guidance on what target you should set.
-
So that's in the sheet. I just wanted to give you a little visual. I. Your expectations are really important. And if you're early stage, you don't have expectations, you need to make 'em. It's really critical. I do not believe that you shouldn't set an expectation for a sales team just because you're at the early stage.
-
You don't have historical data. It's lazy. Okay, so you're the next thing is implementing a lead management process. I'm gonna go through this one quickly. Again, it's in the guide. Your reps should be organizing their leads based on their interaction so that outbound efforts improve over time. So we do this with lead statuses.
-
Here's the flow chart. It's in the guide as well. Essentially what they're doing is as they're calling through, they're putting leads in buckets based on the interaction that they're having. So if the person has never answered the phone, they'll stay in working. If they answer the phone and booked a meeting, they go into that bucket.
-
If they answer the phone, didn't book a meeting, but they answer the phone, they go in a separate bucket so that over time you can call more people who answered the phone, which. Means you're talking to more people, which you're gonna be getting more deals or getting more meetings booked. There's also disqualified, there's a couple other categories here, but ultimately what we're trying to do is call through qualify and bucket people actually answer the phone.
-
Cuz we know phone is a good channel for them. Is phone perfect for everybody? No, but that's why why you wanna do it this way. Again, it's in the guide. You'll be able to go through it in more detail. So why does this work? Why do the 16 steps work? Why do the ones that I showed you work? The real reason is because it covers all important areas that are involved in building a repeatable sales process, which makes it very easy to identify gaps.
-
When you have things structured very simply, it's easy to identify gaps. It also forces you to actually build a process. A lot of people they make shift their process. They MacGyver their process. And it doesn't work very well. And then they w they wonder why it's cuz we did this makeshift thing.
-
So it's really important that you're building a process now to close out here. Right now you're sitting at your computer, you're watching this webinar, and you've heard how this whole thing works and you're probably, I. Believing, hopefully, at least if I did a good job, that a defined process is key to increasing your sales.
-
So if you're trying to build a repeatable sales process, you might be wondering how to do the things I showed you today, as well as all of the 16 steps quickly and. Because I'm sitting here being hosted by arc, I put together something that I think is really fantastic for you, and I do not normally do this.
-
It's what I call the Sales Effectiveness bundle. I had to give it a name, so I did, and it really consists of four things. The sales team, Moneyball Bundle, sales Metrics training, AE Fundamentals course, and SDR Fundamentals course. So you get everything, frameworks, templates, calculators that you need to build a repeatable sales process and enable your sales reps to be effective.
-
Let me go through each one of them quickly here. The first is the sales team Moneyball bundle. What you're gonna learn in this one is how to effectively track prospecting data, how to analyze that prospecting data so you could actually figure out what we need to do to be successful, how to forecast SDR R performance and AE performance.
-
So that way you're gonna know, hey, at the end of the month, we're most likely to land here at the end of the quarter, we're most likely to land here. It's critical for being able to properly plan and realize what revenue target you're gonna end up hitting Then. How do we diagnose SDR performance and how do we diagnose AE performance?
-
We have templates. This specifically is a framework. We have calculators to help you do this so that way you know exactly what's holding your team back from hitting their number. Also, I'm gonna show you in this how to perform an analysis across all SA sales data and model out your sales team growth.
-
So if you're trying to scale up your team or you're building your first team, you can model out your sales team growth to figure out what the team needs to look like, what composition needs to be in order to hit. The revenue target that you're setting for that team. The next thing here is a sales metric training.
-
This one's very unique because this is actually a recording of a talk that I did at Dan Martel's boardroom Mastermind, very high level mastermind. Each founder in here is doing over 3 million in a r every single year, and he brought me in to teach a couple of things. The main ones are how to create a plan to hit any revenue target, how to identify bottlenecks within your own sales process so you can actually start implementing systems and processes to overcome them.
-
How? To fix bottlenecks that are stunting your growth, and then ultimately how to iterate on your sales process. You're also gonna get AE fundamentals. What you're gonna learn here is how to run a high value discovery call. Conduct a demo slash sales call that actually converts close deals consistently, and then master follow up so you can give this, it's 42 lessons to your AEs to help them improve their own their own skills.
-
Or you can use it yourself to develop your own training. SDR r Fundamentals. 38 lessons, essentially the same. I'm gonna show you how to create a high converting cold call script, how to write cold emails, and actually convert how to leverage LinkedIn the right way and how to use video prospecting. It's a lot of stuff I know, but the thing is I want to give as many resources as possible so you actually start getting results with this stuff so it's not playing around and actually have a good year or turn the year around if things aren't mapping out the way that you're hoping.
-
I'm also gonna show you tech stack stuff. I forgot about that one. Alright, so again, for Arc, I'm doing something a little bit special here cuz if you were to buy all of these individually from us, it's $1,500. That's. Standard. All these things get sold independently through different marketing campaigns that we have.
-
I'm not doing any of that today. I also created all these images except the bottom one myself. I'm actually giving it to you for free, so that's why my free thing looks super weird. I'm gonna give the whole thing to you for free and you only have to do one thing, but I'm gonna give it to you for free.
-
This whole bundle is specifically designed to help you improve your sales, build your first team, improve your existing team, whichever one of those two you're at, create a repeatable sales process. And I honestly, the most important part, hit your fricking revenue target. That's ultimately what we're trying to do here.
-
So if all of that is interesting to you, if you fall into that category, it's specifically for you. That's why I'm speaking to you here, and here's how to get it. Very simple. What you're gonna do is you're gonna schedule an interview. Is that the greatest name for a next step of all time? Yes, it is.
-
I'm gonna, what it's gonna happen on this is I'm actually gonna interview you on your current state. I'm gonna share insights on where I think your biggest opportunities for growth are, and I'm gonna give you key focus areas so you can start improving your sales efforts fast. This is not a sales call.
-
This is me sitting down with you, giving you actual insight. If you fall into the 10% of people who fall into this, I'm gonna schedule an ob objective session with you at a different time where we can go deep into your actual goal and what it takes to hit it. And then I'll also walk through the program doesn't make sense for everybody, but for the few people it does, I think you're gonna find it interesting.
-
So if that's interesting to you, I'm gonna post it in the chat here. All you have to do is go to go gtm.voice.com/sales effectiveness. Quick recap. You go to the link. Schedule your Nest interview sales team Moneyball Bundle is gonna get sent to you immediately. You get instant access to it. You get instant access to the sales metrics training, the AE Fundamentals course, and the SDRs Fundamentals course.
-
So you've watched the entire presentation here. You want to increase your sales. You know that this is an excellent value. If you've gone to any of my other things, I don't normally give this kind of stuff away. So take advantages of the bonuses, the sales money ball bundle, the sales metrics training, the AE Fundamentals course, and the SDR Fundamentals course, and.
-
Ladies and gentlemen, that's what I have for you.