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  • Duane Cashin

Are You Driving Your Sales Team Through The Fog?

Updated: Feb 17



If you’ve ever driven in fog, you know how absolutely disorienting it can be.

I remember one night specifically, driving home from the office, I hit a dense patch of fog. I was on the same road I traveled daily to and from work, so initially, I didn’t panic. I had a sense of the upcoming curves in the road and how to navigate them.

But then the fog got thicker...and thicker. Everything that was once familiar to me looked mysterious. I could see only bits and pieces of the road, nothing like the full picture I was used to seeing.

Was there a car in front of me about to turn? Was someone going to pull out in front of me? I could see no lights. I was disoriented.

I remember this trip so vividly. What was once a simple, familiar road to travel had become a chore, difficult and potentially treacherous.

The inability to see where I was and the road ahead of me is exactly the experience most salespeople have when they sell. Lacking a formal, structured, milestone-centric sales process to follow, they can't possibly know where they are or where they need to go.   

My partner organization, Objective Management Group, has released data from evaluations and assessments of 1,914,233 salespeople with regard to sales process. The results are stunning:  

  • 55% of all salespeople fail to see where they are and where they are going during their sales calls, meetings, and sales cycles.  

  • Most companies do not have their sales processes properly integrated into their CRM applications, so navigation is difficult even when there is a process. 

  • Most existing processes are missing key stages and key milestones, and are not properly sequenced so that the process can build on itself. Are yours?

How can we expect salespeople to be successful in this environment? The answer is, we can’t. Something has to change.

The only way to truly move the needle on sales is to be able to quickly see where you are, where you are going, and how you’ll get there. 

That requires a formal sales process. Without one, you are just driving blind -- like me in the fog.

When you’re ready to improve your results, please reach out.

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