10 Quick Tips on Having a Sales Process

There are myriad reasons to follow a sales process. Here, Bill Farquharson shares his thoughts on the why, the what, and the how. Just one piece of the puzzle we’re working on for April. Let’s establish a repeatable, reliable process that works for YOU, to grow with confidence and consistency.

Sales Without a Process Is Just Hope Successful salespeople don’t rely on luck. A defined sales process helps you stay organized, focused, and intentional. It provides a repeatable structure that makes your actions measurable and your results predictable. Without a clear plan, it’s easy to get overwhelmed, skip steps, or give up too soon. A sales process keeps you moving forward, helping you follow up at the right time, with the right message, using the right medium.

One Size Doesn’t Fit All
Selling to new prospects requires a different approach than selling to existing clients. New business is about education and trust-building; existing clients already know you and need reminders of your value. Use separate processes for each audience. Treating everyone the same causes missed opportunities. Customize your messaging, your timing, and even the type of outreach based on where the client is in their relationship with you.

Don’t Just Sell—Sequence
Sales success comes from having a plan that unfolds over time. A single message won’t do it. Think in terms of a sequence—multiple, intentional steps delivered over days or weeks. Introduce yourself, provide value, follow up, share a case study, then ask for a meeting. Prospects respond better when they’re warmed up through a series of touches rather than hit cold with a sales pitch. Sequence builds trust and familiarity.

Use Multiple Mediums
Different people respond to different forms of communication. Don’t rely on just one channel like email. Use a mix of phone calls, LinkedIn messages, handwritten notes, printed mailers, social media, video messages, and even in-person drop-bys. A varied approach increases your chances of cutting through the noise. If one method doesn’t get a response, another might. Using multiple mediums shows effort, creativity, and persistence—qualities clients respect and respond to.

Tailor Outreach by Generation
Not all clients communicate the same way—especially across generations. Baby Boomers may prefer phone calls or face-to-face meetings. Gen X is typically email- and phone-savvy. Millennials often favor text, DMs, and short videos. Gen Z? Think social media and mobile-first interactions. Knowing your audience helps you choose the right method and tone. A generational mismatch can make your message easy to ignore. Meet clients where they are, not where you’re most comfortable.

Consistency Beats Intensity
A single, high-energy email or voicemail isn’t enough. Real results come from steady, well-timed outreach over several weeks. A consistent process builds awareness, familiarity, and trust. Spread your touches out—one contact this week, a follow-up next week, something personal the week after. It’s better to have six meaningful touches over a month than six in one day. Selling is a marathon, not a sprint. Be reliably present, not annoyingly persistent.

Process Helps You Scale
When your sales process is written down and easy to follow, everything gets easier—especially growth. You can repeat what works, teach it to others, and make adjustments based on results. A good process is your playbook. It lets you focus on execution, not decision-making. Instead of wondering “What do I do next?” you simply follow the plan. It’s the difference between driving with a GPS or wandering without a map.

Existing Clients Deserve a Plan Too
Most salespeople focus their process on winning new business but forget that current clients also need attention. You already have trust and a relationship—don’t lose it. Use a process to check in regularly, suggest new ideas, upsell, and cross-sell. A steady communication rhythm helps clients feel supported and reminds them of all you offer. Don’t assume they know everything you do. Keep showing up with value, even after the sale.

Test, Tweak, Improve
Even the best sales process isn’t perfect forever. Track your performance and review your steps regularly. Are emails getting responses? Are your voicemails being returned? Which parts of the process lead to meetings, and which ones flop? Use that feedback to refine your plan. A sales process is a living system—it should evolve with your experience, industry changes, and client behavior. Small tweaks can lead to big improvements in results.

Process Builds Confidence
When you know what to do next, you feel in control. A solid sales process gives you that confidence. You’re not guessing or hoping—you’re following a plan that’s been thought out. That confidence shows up in your tone, your follow-up, and your conversations. Clients can sense when you’re organized and on top of things. And when you believe in your own process, others are far more likely to believe in you.

April 2025: Systematic Selling Series