Lesson 1 | Sales process mapping: discover how to identify bottlenecks and improve sales team performance


Sales process mapping

Within a company, it is common to find some bottlenecks that prevent teams from reaching their maximum performance. Those points that are like a “bottled tunnel” so that processes and results can flow at the ideal pace. Have you identified issues like this in your management?

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As far as the commercial sector is concerned, these restrictions can manifest themselves at different stages of the sales process and compromise the financial performance of the business – a true chain effect that impacts all areas!

With this in mind, it is extremely important to map the sales process in order to identify such bottlenecks and correct them as quickly as possible.

Here, in this first content of the series, we will explain what it is, why it is important and how to map processes in the commercial sector, step by step:

  1. Identify the stages of the customer’s purchase journey;
  2. Point out the actions planned for each stage of the sales process;
  3. Identify bottlenecks and opportunities for improvement;
  4. Reassess the goals set for the sales team.

What is sales process mapping?

Sales process mapping can be defined as referring to a business management practice that consists of outlining all the steps that need to be taken for a sale to materialize.

In this type of mapping, all phases of the business process are identified and evaluated, as well as the tasks that need to be performed at each stage and their respective persons responsible.

By mapping the sales process, it becomes clearer about the flow of leads, the potential of the sales team and the goals to be achieved in each phase.

How important is it to map processes in the commercial sector?

The mapping of commercial sector processes is important, in the first place, because it favors the understanding of the journey that the lead must take until he becomes, in fact, a customer of the company.

In addition, this practice makes it possible to identify the bottlenecks present in the sales process that have prevented the company from achieving more satisfactory results from a commercial and financial point of view.

Mapping the business processes makes it possible to increase the profitability and efficiency of the sector, as well as promote the continuous improvement of the sales team.

Here are some of the key benefits of sales process mapping:

  • Greater productivity;
  • Operational cost reduction;
  • Decrease in failures and reworks;
  • Standardization of processes;
  • Shortening the sales cycle;
  • Greater customer satisfaction;
  • Improvement in the working environment.

Step by step: how to map the sales process?

In order to map the sales process and identify bottlenecks that need to be fixed, it is important that you follow a few essential steps.

Read on and find out what they are.

Step 1 – Identify the stages of the customer’s purchase journey

From the first contact that the prospect has with your company to the closing of the sale and loyalty, what are the steps that customers take in their purchase journey?

In this first step of how to map the processes of the commercial sector, you must survey the phases the lead goes through to acquire and implement your solution, the internal responsible for each one of them and what determines the lead’s advancement to the next stage.

Be clear and document when each step starts and ends and what to follow in mapping your sales process!

Step 2 – Point out the actions planned for each stage of the sales process

For each of the steps of the commercial process, there are actions that must be put in place in order to lead the potential customer to the next step, until he finalizes the purchase.

In pre-sales, for example, it is common to apply a lead qualification methodology, an initial presentation of the solution and the decision whether or not the contact should go to a salesperson’s portfolio.

Your activity in this step, then, is to survey these actions and those responsible for each stage that you mapped in step 1.

Step 3 – Identify bottlenecks and opportunities for improvement

Now that you know the steps in the sales process, the actions that must be taken in each of them, and those responsible for those actions, it’s time to identify the bottlenecks that are preventing the sales team from boosting its performance.

The CRM system is an excellent ally at this time, as it will be possible to see where commercial opportunities remain stagnant for the longest time, where the greatest conversion loss occurs, among other factors.

There are also the sellers’ own impressions, which can bring objections from customers, materials they miss to speed up the negotiation, etc.

So be sure to look at the data and listen to the actors most important to your business process in order to understand what a bottleneck really is!

Step 4 – Reassess the goals set for the sales team

When mapping the sales process, it is also important to reassess the goals of the commercial sector in order to adapt them to the reality of the company and the market.

Especially in times of economic instability, this review needs to be carried out continuously. After all, what may be being treated as an internal bottleneck may actually be a situational factor, which affects the entire market and impacts sales?

Internal issues, such as team turnover and engagement, can also be decisive. That’s why the role of the team’s leadership in monitoring all these factors is fundamental!


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