FlexTraining 10-step Sales Process Outline
Timeline
Step (Event)
1. Initial Contact –
Inbound or Outbound
2. Identify and Qualify
3. Training Needs
Assessment
4. Short Demo
5. Full System
Demonstration
6. Demo Follow-up
and Issues Resolution
7. Proposal
8. Contracts
9. Payment Receipt
10. Delivery and
Implementation
Each step is explained in more detail below.
Jan 2013
Step 1 – Initial Contact
Step (Event)
Description
Documents
Receive Inbound lead or
make Outbound Call
from targeted list.
Lead comes in from web or rep makes
targeted call from list.
Communication
Inbound: Web form for inbound lead.
Good time to email the FlexTraining
Overview document
Inbound: Rep calls immediately upon
receipt of lead. Start making notes in
Prospects database.
Outbound: Script for Outbound call.
May follow up wit Overview doc.
Outbound: Call until prospect reached, or
give up and leave a “When can we talk?”
voice mail.
Tasks
For Inbound Leads:
1.
2.
3.
4.
5.
Check e-mail frequently so incoming leads get immediate attention.
When prospect email arrives, check Prospects database to see if prospect already assigned to another rep.
View web site for prospect’s organization.
Call prospect as soon as possible – one hour or less.
Schedule next event before terminating call.
For Outbound Leads:
1.
2.
3.
4.
5.
Select call target based on Industry, follow assigned group or leads.
Use outbound script, tailor if necessary.
Schedule next event before terminating call.
Use Outbound database to note call and results, set next call date.
Copy to Prospects database if worth closer management and following.
Notes
Fast callback to inbound leads is critical. Prospect will likely have completed web forms for several competing vendors, and you want to get “in the
game” with a strong follow-up call immediately. Assume the person completing the web form is NOT the buyer or decision-maker.
For outbound calls, mention other FlexTraining customers in same industry early in call, or in a voicemail (if leaving a voicemail).
Step 2: Identify and Qualify
Step (Event)
Description
Documents
Rep asks key questions,
qualifies prospect:
Interest? Authority?
Budget? Timeframe?
Reps calls prospect, asks questions about
current training, training costs, why
FlexTraining, benefits, prospect’s decisionmakers. Discuss need for demo.
Prospect Questions list and Talking
Points sheet used as basis for
conversation. Good time to email the
Reducing Training Costs doc.
Communication
Rep has a positive, “yes-based”
conversation with prospect. Agree on
next step.
Tasks
1.
2.
3.
4.
5.
Identify economic buyer (and/or decision-maker), and other key players and plan to include in sales events.
Identify budget available for e-learning software.
Identify timeframe for going live and derive planned purchase date by working backwards from that.
Assess prospect’s commitment to e-learning project, and authority to make it happen.
Use above information to qualify prospect and prioritize in comparison with other prospects.
Notes
Expect prospect to be reluctant to reveal decision-maker, or to lie about his own authority over the project and purchase.
This is your original opportunity to build trust – be prepared to listen more than talk.
Much of this information will also be captured in next step, “Training Needs Assessment”
Step 3: Training Needs Assessment
Step (Event)
Description
Documents
Communication
Training Needs
Assessment
Rep and prospect walk through TNA
questionnaire together over the phone.
TNA questionnaire – NEVER send for
prospect to fill out alone.
Walk through each question, then get
back to him with results and
recommendations. Agree on next step.
Determine responsibility
for building courses
May be an internal resource of may be NTS
course-building service. Questions in TNA
will bring this out.
TNA questions concerning coursebuilding.
Need to involve CS to discuss
requirements and estimate the effort and
cost of NTS providing these services.
Tasks
1.
2.
3.
4.
5.
6.
7.
8.
Once prospect is qualified, schedule the Training Needs Assessment (completing the questionnaire) as a 30-minute event
Send the TNA document JUST BEFORE the event, or use Go To Meeting to show it to him as you enter the answers
Make sure the TNA questionnaire is completed in its entirety, except for the section with your recommendations.
Afterward, complete the Recommendations section and schedule another event
The last task/event is a phone or Go To Meeting session where you review and explain your recommendations
It is OK to email the completed TNA form back to the prospect if scheduling a review session is not possible
Schedule your next activity before terminating the TNA review session, which should be a short demo
Schedule call between CS and prospect if prospect is even CONSIDERING using NTS to build courses.
Notes
The TNA is important as an ACTIVITY, not a set of data. The value in the TNA is the time spent talking with the prospect and building confidence
and trust. So the TNS should NEVER be emailed to the prospect for him to complete on his own.
If TNA indicates an opportunity for course-building services, these should be included in the Proposal (a later step below).
Step 4: Short Demo
Step (Event)
Description
Documents
Web Site visit /
Feature Demo
Customer and rep visit demo center at
www.flextraining.com/demo together, to see
demos. Rep should talk him through each
demo, and identify benefits from each.
Notes taken on questions asked,
concerns raised. Update notes in
Prospect database.
Communication
Rep should “hand-hold” prospect as he
looks through multimedia demos, while
identifying benefits of each feature.
Tasks
1.
2.
3.
4.
5.
6.
This step is an overview of the software and a detailed view of several online demos. Prospect needs to have audio on his computer.
In a phone session, direct the prospect to www.flextraining.com/demo.
Explain what the three groups of demos are, and why each is important. Stress BENEFITS, not features. Explain each demo as well.
View the demos with the prospect, soliciting questions after each demo is viewed. Try not to skip any of the demos as possible.
When all demos have been viewed, ask if the system appears to meet his needs.
Schedule next event while he is still looking at the demo page.
Notes
The short demo is easier than a full, custom demo and has less risk of unexpected errors or problems. It lets the prospect see actual screens and
software features while you are present to stress the positive aspects of each demo. Since there is audio narration in most of the demos, it is
better to direct the prospect to the demos page, rather than using Go To Meeting, which would introduce audio quality problems.
Step 5: Full System Demonstration
Step (Event)
Description
Documents
Full Online Software
Demonstration
IF NEEDED, Rep conducts web/phone
based demo with prospect team and
decision-makers.
Notes taken on questions asked,
concerns raised.
Communication
1-hr Demo must be relaxed, positive,
content adapts to prospect questions.
Demo ends with FIRM next step
identified and scheduled.
Tasks
1.
2.
3.
4.
5.
6.
7.
8.
Prepare for the demo by researching the prospect’s company, and grabbing a logo and a picture from their web site.
Put the logo and picture on the login page of your demo area using the FT feature made for this purpose.
Ask the prospect questions such as “Who are you training” and “Where will your content come from”?
Use Go To Meeting to schedule the demo and invite the prospect (decision-makers, buyers). Schedule for 90 minutes.
Create a plan. Before the demo, text out every screen and piece of data you plan to show the prospect, to avoid surprises.
When the demo starts, ascertain who is present on the other end. Re-introduce yourself and tell why you are here.
Set expectations, go slowly, and keep everything positive. Follow your plan but be flexible. Describe benefits, not features.
When the demo is complete, ask for questions, and thank each person for participating. Schedule the next event.
Notes
This step is the centerpiece of the sales process. It is your chance to demonstrate your command of the software, demonstrate the features of
greatest interest to the prospect, and build additional trust and confidence. It is not the time to solve every potential problem.
If you schedule a demo with only one person, there is a good chance that there is someone else you are missing. Ask “who else do we need”?
The result of a good demo is not a detailed knowledge of FlexTraining for the attendees. It is a warm and fuzzy feeling about you, and about
FlexTraining, and maybe 2-3 visuals in their mind from the system itself.
A full system demo is a fair amount of work – don’t expect to average more than 2-3 per week. Don’t do one unless the prospect has a budget
and a timeframe, and you have access to the decision-maker.
Step 6: Demo Follow-up and Issue Resolution
Step (Event)
Description
Documents
Demo Follow-up
Thank-you card, additional phone calls,
maybe more demos as needed. In some
cases prospect will ask for a 7-day trial.
Rep MAY send detailed Industry
Feature Comparison worksheet by
email. Use “Thank You” stationery.
Communication
Phone call to smooth over any
roadblocks, mention any docs being
sent, schedule next event.
Tasks (may vary widely depending on the prospect and the circumstances)
1.
2.
3.
4.
5.
6.
7.
8.
9.
This step is a catch-all for all the activity between conducting a short or full demo and creating a proposal. Tasks may be omitted.
Ask your primary contact how the decision-maker liked the demo. Did he say anything about it? Any problems?
Conduct an additional demo (short or full) for the important person who could not attend your first demo.
Research and respond to any functionality issues. For example: “How can I load my own company banner onto the screen”?
Discuss the project status with the decision-maker, confirm budget and timeframe, identify roadblocks.
Based on your demo and feedback, is this a “A”, “B”, or “C” prospect? Update the Prospects database to reflect.
Identify a price level based on number of users, modules included, and need for support/upgrades.
Keep in close touch with each the decision-maker and your primary contact during this period.
If the customer is highly qualified as to budget, authority, and timeframe, you may grant them a 7-day trial. Notify Operations of this need
and the trial area will be set up. During the trial period, stay VERY CLOSE to the prospect, and monitor his activity in the trial area.
10. Send Thank You card and sales collateral - “Info Book”, “Quick Reference Card” and the “Ideas Book” if you haven’t done so earlier.
11. Discuss the fact that you will be sending a Proposal document in the next step.
Notes
This step may take a week or several months. Prospects are known to generate unexpected delays at a time when you thought a sale was
imminent. If you expect a long delay, stretch out the sending of sales collateral. Keep pressing and stay close – do not let weeks pass with no
phone contact.
Expect that your emails will be discarded. Only use e-mail to schedule the next phone conversation. All important information should be
discussed over the phone, not in an email.
When you call, never ask for a status or if they have any questions. ALWAYS have some good news for them. Give them something.
Do not get frustrated and start offering discounts during this period – it creates a bad impression of you and the FlexTraining system.
Step 7: Proposal
Step (Event)
Description
Documents
Proposal
If prospect is ready and able to make a
purchase decision, send edited Proposal
document with product info, pricing, and
course-building estimates. (Proposal not
always needed - some prefer quote doc).
Proposal document – customized to
this prospect and their e-Learning
project, or quote sheet with pricing.
Separate sheet describing coursebuilding services and levels..
Communication
Rep Fed-Exes or e-mails document to
prospect’s decision-maker, who knows
what it will contain. No surprises. Should
send to all important members of
decision-making or buying team, in case
one person drops the ball.
Tasks
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
This step results in a formal proposal being sent to the prospect’s buyer and/or final decision-maker.
Ensure that the prospect is highly qualified and all sales roadblocks have been removed or addressed.
Review pricing with the buyer before sending – there should be no surprises.
The proposal is created from the boilerplate Proposal, but must be customized for each prospect.
Include pricing with the proposal, - however some customers prefer a separate “quote” document with pricing numbers.
Proofread your proposal carefully after it is created – ask for help if necessary.
The proposal document should normally be sent via FedEx to the prospect to underscore its importance. Email is a second choice.
After sending, call the decision-maker and see if he has reviewed it and ask for any questions. Ask for the business now.
If course-building services are being considered, be sure CS has a personal conversation with prospect.
Agree with the decision-maker on the next step, and the time frame for it.
Notes
The proposal is the official document asking for the business and stating our case. Prepare it very carefully – no typos or bad grammar – and
make sure we use their branding (logos and names) and use upbeat language.
Do not commit to anything we cannot deliver. Misleading customers is not an option when a satisfied customer base is so critical.
Customize the proposal with the prospect’s logo, name, and verbiage about their company and its training project. Include whatever you have
learned about them – target training audience (customer or employees, for example), scope and subject matter for the training, etc.
Step 8: Contracts
Step (Event)
Description
Documents
Communication
Get Involved in Buying
Process
Must understand and inject ourselves into
actual buying process – approvals,
paperwork, PO, budget, and check
production. Or else the process dies here.
Know and understand usage of their
documents and approvals, contacting
staff or management responsible for
each step.
Follow their documents and approvals,
contacting staff or management
responsible for each step.
Contracts
Prospect directed to complete Registration.
form at
www.flextraining.com/registration.asp or at
www.flextraining.com/lg_registration.asp
when ready to do business.
The online registration form is the only
required document. An Invoice or
Quote sheet should also be sent, as
customer prefers.
Let him know Quote or Invoice is on the
way, and let him know the exact amount
– No surprises!
Tasks
1. The contract step has been greatly simplified with the introduction of the online registration form several years ago. Together with
payment, it is what is required for us to ship software or set up a Login & Go account.
2. When ready for a software license purchase, direct the prospect to www.flextraining.com/registration.asp
3. For a Login & Go subscription purchase, direct the prospect to www,flextraining.com/lg_registration.asp.
4. Verify that the prospect has properly completed the form at http://dev.learning-center.net/registrations/reg_list.asp.
5. Ensure the customer knows the registration was received, and that completing the registration form without payment means nothing.
Notes
It is critical that we understand and involve ourselves in their internal buying process, Otherwise the process can simply stop and we are blind to
the cause and unable to do anything about it. Ask questions: What? Who? When? How?
The online registration form is considered a legal commitment to the terms and conditions of the sale. It is our software license, the only one the
customer will be asked to agree to. Treat it as your contract with this customer.
Occasionally a very aggressive prospect will ask to scrap the Terms and Conditions in the registration form and have a custom license/contract
created just for them. We don’t do that, since it could lead to a loss of liability protection and other negative outcomes.
Step 9: Completion
Step (Event)
Description
Documents
Completion
Online registration and payment verified at
National Training Systems.
Completed Online License (online
registration form), check made out to
National Training Systems.
Communication
Rep is notified that payment & online
license (registration) have been
received.
Tasks
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Verify that online registration is complete.
Send an invoice – verify accuracy carefully – if the customer requests one.
Review payment options with the customer: Check, Wire Transfer, American Express.
Customer can pay for Login & Go with the above options or with Mastercard/Visa.
If Amex or Credit Card is being used, send prospect authorization form and verify completion and signature.
If this is a Login & Go sale, set up payment as a recurring charge, if authorized by the customer.
If using a credit card, give the signed authorization form to designated management for processing.
Once payment has been received and the registration form verified, notify shipping so that software may be shipped or set up.
Ensure the customer knows that payment was received, and that payment without completing the registration form means nothing.
When payment has been received and deposited, and registration is complete, sales commission is then payable.
Notes
It is acceptable to furnish our FedEx number to a prospect to send us payment. However, this should only be done as a last resort because our
FedEx account number could be abused.
Please make sure customer has our correct address and makes his check out to “National Training Systems”. For customers in Florida, add 7%
sales tax to license purchases (but not Login & Go subscriptions), which we are obligated to collect.
Step 10: Delivery and Implementation
Step (Event)
Description
Documents
Communication
Delivery
Software shipped to customer (or Login &
Go account is set up on NTS servers)
FT box, software, Management Guide,
Authoring Guide shipped via FedEx.
Rep notifies customer of shipment and
FedEx tracking number.
Tasks
1.
2.
3.
4.
5.
6.
For Login & Go, we set the system up on our servers. You will send the customer URL and login information.
For software licenses, we ship the software – you verify a FedEx tracking number and inform customer.
For Login & Go subscriptions, guides are shipped to the customer – You may notify customer they are coming.
Expect calls for help to occasionally come to you from your new customer, as they get used to contacting Tech Support.
Stay in touch and maintain a relationship with each customer. Renewal revenue depends on it.
If the customer wants additional modules later, or wants to “upsize” (increase users), you are responsible to assist him.
Notes
Some hand-holding may be required as the new customer gets his feet wet building courses and operating FlexTraining. Expect them to turn to
you, because you are likely the only person they know here. Begin to transfer their queries to Tech Support as the customer gets comfortable and
gains experience.