Choosing the right sales methodology is crucial for your organization's success.

With the correct approach, sales teams can significantly boost their performance.

For example, companies using structured sales methodologies report up to a 20% increase in deal closure rates, as noted by the Sales Management Association. CSO Insights highlighted that sales reps following a specific methodology are 15% more likely to hit their sales targets.

The most successful and fastest growing companies proof the point. Consider HubSpot's success with Inbound Selling, attracting and delighting customers to drive revenue growth. Similarly, Salesforce's use of Solution Selling has deeply addressed customer needs, securing its CRM market dominance. These examples show the impact of aligning your sales strategy with your organization's goals and market needs.

In this blog post, we'll guide you through selecting the best sales methodology for your team. We'll provide you with an overview of the most common sales methodologies. And we’ll help you choose the right sales methodology depends on the company's business model, sales cycle, product or service complexity, and customer base.

I’m going to show you the top sales methodologies out there in 2024, tell you how to choose the right one for your sales organization, and explain how to successfully roll it out.

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What is a Sales Methodology?

A sales methodology is a framework — a set of rules and principles, actionable steps — that guides how a sales team approaches each phase of the sales process.

It provides a systematic approach to

• identify prospects
• engage with prospects
• present solutions
• handle objections
• close deals

Sales methodologies are designed to create consistency and efficiency in sales efforts to ideally help increase win rates and close more deals. The are used to ensure that sales teams have a clear roadmap for moving prospects through the sales funnel to a successful close.

Implementing a sales methodology helps sales teams to:

• Standardize their sales approach.
• Improve communication with prospects and customers.
• Enhance the ability to identify and qualify leads.
• Develop more effective sales strategies tailored to customer needs.
• Increase the predictability and repeatability of sales success.

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How to choose the right Sales Methodology for your business?

Different sales methodologies are tailored to various selling environments and customer buying behaviors. They often include specific techniques, strategies, and best practices for salespeople to follow, based on the underlying philosophy of the methodology.

Choosing the right sales methodology depends on the company's business model, sales cycle, product or service complexity, and customer base. It's often integrated with a company's sales training and supported by CRM (Customer Relationship Management) tools to track and measure its effectiveness

For example, some methodologies focus on understanding and addressing the customer's pain points (Solution Selling), while others emphasize challenging the customer's thinking and offering unique insights (Challenger Sale).

There are many criteria to take into account when choosing the methodology that is the best fit for you, like product and service complexity, sales cycle length, seller skills, buyer profiles, coherence with marketing processes, scalability, technology capability, cultural fit or training resource availability.

For a transactional sales process, which typically involves shorter sales cycles, lower-cost items, and less complex decision-making processes, the best sales methodology often emphasizes efficiency, simplicity, and scalability.

For complex sales processes, which often involve multiple stakeholders, longer sales cycles, and higher levels of product or service customization, the best sales methodologies tend to be those that emphasize consultative selling, deep understanding of customer needs, and strategic alignment with customer goals

Choosing the right sales methodology depends on multiple factors. Many companies use a combination and/or modified version of sales methodologies. In any case, it is essential to fill the framework with your company specifics (e.g. questions, qualification criteria, value propositions) before you introduce it to your team. You will also find that the methodology changes over time as the company evolves - the best sales methodology for your situation is not static.

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15 most commonly used Sales Methodologies in 2024

We've compiled a comprehensive overview of the 15 most commonly used sales methodologies for 2024, including MEDDIC / MEDDPICC, BANT, SPIN, Challenger Selling and many more. This framework helps you pick the right for your business needs depending on product complexity, sales cycle length, team skills and buyer profile. You can download the Google Sheet Template here and adapt it to your needs.

The Challenger Sale

Based on research by Matthew Dixon and Brent Adamson, this approach suggests that the most effective sales reps challenge customers' thinking, offering unique insights and solutions that directly address their core challenges.

The Challenger Sale methodology focuses on "commercial teaching." It's about teaching buyers about problems they might not know they have. Your product solves this problem.

To craft an effective commercial teaching pitch, Dixon & Adamson want you to follow these six steps:

1. The Warmer: Present the problem in a way that resonates with the buyer.
2. The Reframe: Provide a new insight about the problem, encouraging the buyer to see it from a different angle.
3. Rational Drowning: Quantify the problem's costs to make the buyer understand its severity.
4. Emotional Impact: Share a story that illustrates the problem's negative effects on similar companies, making it relatable and urgent.
5. Value Proposition: Suggest changes the buyer can implement to address the problem effectively.
6. Your Solution: Finally, introduce your product as the best means to implement these changes, showcasing its unique advantages.

Commercial teaching is most effective in new product categories in competitive markets, allowing you to highlight unique offers or differentiators through the Challenger Sale methodology. However, it's less effective with inexperienced salespeople lacking business knowledge and domain expertise, as credibility is key. Additionally, it's challenging with buyers who feel insecure about their authority, requiring salespeople to be particularly tactful. Success with this methodology demands substantial domain knowledge and support from marketing to equip sales teams with necessary information on the market and buyer personas.

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Account Based Selling

Target Account Selling (TAS) or Account Based Selling (ABS) is a B2B sales methodology that identifies and strategically sells to large enterprise accounts. Sales and marketing teams collaborate closely to target and engage specific high-value accounts rather than focusing on individual leads.

Key Components of the ABS Methodology:

1. Account Selection: The process begins with identifying and selecting high-value accounts based on predefined criteria such as industry, company size, revenue potential, and strategic fit. This selection is often supported by data analysis and predictive modeling.
2. Research and Insights: Detailed research is conducted on each selected account to understand its business challenges, goals, decision-makers, and influencers. This phase aims to uncover insights that can guide personalized engagement strategies.
3. Personalized Engagement: Sales and marketing efforts are tailored to the specific context and needs of each account. Personalization extends across all interactions, from targeted content and messaging to customized solutions.
4. Collaboration Between Sales and Marketing: ABS requires a high degree of alignment and collaboration between sales and marketing teams. Both teams work together to create account-specific strategies, with marketing generating targeted content and sales engaging in personalized outreach.
5. Measuring Success: Success metrics in ABS are focused on account engagement, pipeline growth, and revenue generated from targeted accounts. Metrics might include account penetration, deal size, and sales cycle length, among others.

Target Account / Account Based Selling is particularly effective for companies selling complex solutions with longer sales cycles and higher contract values.

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MEDDIC / MEDDPICC

MEDDIC was created by Dick Dunkel and Jack Napoli at the PTC corporation in the mid-1990s and is still the dominant methodology used in lead qualification. The methodology focuses on the decision-making processes in complex organizations and helps sales teams to systematically evaluate and pursue the most promising leads.

MEDDIC stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion:

• Metrics: Understanding the quantifiable impact of a solution on a customer's business.
• Economic Buyer: Identifying the person with financial authority to buy the product.
• Decision Criteria: Learning what criteria the customer uses to make purchasing decisions.
• Decision Process: Understanding the steps the customer will take to make a purchase.
• Identify Pain: Identifying the customer's pain points that the product can solve.
• Champion: Finding an advocate within the customer's organization who supports the sale.

MEDDPICC expands on MEDDIC by adding two additional components: Paper Process and Competition.

• Paper Process: Understanding the documentation, legal, procurement, and other formalities involved in finalizing a sale.
• Competition: Identifying and understanding the competitive landscape within the customer's context.

The MEDDIC/MEDDPICC sales approach is most effective when dealing with organizations that have a complex buying ecosystem, involving five or more decision-makers and intricate internal dynamics. It guides you through understanding the roles of each member on the buying committee and strategizing your interactions to enhance your chances of success.

For transactions involving fewer than three decision-makers, however, this methodology can be unnecessarily complicated. If your sales team primarily targets small businesses with a limited number of key decision-makers, MEDDIC might not be the best fit. The utility of MEDDIC increases with the complexity of the sales scenario.

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Solution Selling

The Solution Selling framework is a sales methodology that emphasizes identifying the specific needs or pain points of potential customers and solving them through tailored solutions. Developed by Michael Bosworth in the 1980s, it focuses on diagnosing the customer's situation before recommending solutions that add tangible value.

The Solution Selling process looks as follows:

1. Prospect: Target customers who are most likely to have problems that the product or service can solve.
2. Qualify: Ensure the potential customer has a need, a desire to solve it, and the budget and authority to make a purchase.
3. Discover: Through consultative questioning, uncover the specific challenges the customer faces and the impact of these challenges on their business.
4. Add Value: Tailor the product or service offering to directly address the customer's needs, customizing the solution to fit their unique situation.
5. Present: Clearly articulate how the proposed solution solves the customer's problems, focusing on the benefits and ROI.
6. Close: Once the customer is convinced of the solution's value, move forward with the purchasing process.

Solution Selling is complex and very question-heavy. Typically, only those facing complex issues with equally complex solutions are willing to engage in such detailed discussions. This makes Solution Selling ideal for complex deals in which sections of your sales process are purely dedicated to discovery calls. Solution Selling is a poor fit for transactional sales environments with a standardized, simple solution.

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ValueSelling

Developed by ValueSelling Associates, the ValueSelling methodology emphasizes understanding the prospect's business, identifying their key challenges, and articulating how the offered solution can address these challenges in terms of quantifiable business value.

At the core of their framework is the Qualified Prospect Formula™. It’s a quick way to assess any opportunity. If any element equals zero, the entire sum equals zero and you move on:

QP = VMD x V x P x P®

Determine the value of each element by answering these questions:‍

• Differentiated VisionMatch: Does the buyer’s world improve if they buy your product? Be sure there’s a match between your offering and their pain points.
• Value: Is your product worth it? Uncover and test whether the buyer sees enough value in it to actually buy it.‍
• Power: Does your buyer have the authority to make final buying decisions?‍
• Plan: When will they buy? Develop a Mutual Plan in agreement with the buyer. Don’t create a plan without them, only to find out they won’t buy because there’s not enough value, or that they can’t buy because they lack the authority.

ValueSelling is particularly effective in B2B sales environments where the buying process is complex, and decisions are made based on the potential business impact. By aligning sales efforts with the prospect's objectives and demonstrating clear value, sales professionals can navigate complex sales cycles more successfully and achieve better results.

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Conceptual Selling

Conceptual Selling is a sales methodology developed by the Miller Heiman Group (acquired by Korn Ferry), focusing on customer-centric interactions and understanding the buyer's concept of value to guide the sales conversation. Unlike traditional sales approaches that might push a product or solution too early, Conceptual Selling emphasizes the importance of gathering detailed information about the customer's needs, goals, and challenges before proposing a solution.

It unfolds through 5 key phases:

1. Preparation and Research: Before engaging with the customer, sales reps conduct thorough research and preparation. This involves using the Green Sheet for planning the objectives of the sales call, identifying the information needed from the customer, and preparing strategic questions.
2. Opening the Conversation: The dialogue begins with building rapport, smoothly transitioning into discussing the customer's situation and objectives.
3. Identifying and Exploring Needs: Through strategic questioning, reps delve into the customer's challenges and goals, aiming to uncover their core needs and the value they seek.
4. Presenting the Concept: The solution is introduced in a way that aligns with the customer's identified needs, emphasizing how it can achieve their desired outcomes.
5. Gaining Commitment and Next Steps: The conversation concludes by agreeing on actionable steps forward, securing a commitment to progress the sale.

Exchanging information builds trust and helps you and your buyer engage in more consultative discussions. In turn, you can better qualify buyers and position your value during your close.

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GAP Selling

GAP Selling is a sales methodology developed by Keenan, a well-known sales leader and consultant. This approach focuses on identifying and leveraging the gap between the current state of a prospect's situation and their desired future state. By concentrating on this gap, sales professionals can more effectively demonstrate the value of their product or service as the solution that bridges this divide.

Key Concepts of GAP Selling:

1. Identify the Gap: Understand the difference between the prospect's current and desired states.
2. Problem Identification: Uncover and explore the prospect's underlying problems.
3. Impact Analysis: Quantify how these issues affect the prospect's business.
4. Solution Alignment: Show how your solution bridges the gap, emphasizing tangible benefits

Implementing GAP Selling requires sales teams to develop strong questioning and listening skills, as well as the ability to analyze and articulate the business impact of solutions. It's particularly effective in complex B2B sales environments where the buying decision is driven by a clear need to solve specific business challenges.

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CHAMP Selling

The CHAMP Selling Methodology offers a modern approach to sales, focusing on understanding and aligning with the customer's needs and decision-making process. Developed as an alternative to traditional sales methodologies like BANT (Budget, Authority, Need, Timeline), CHAMP stands for Challenges, Authority, Money, and Prioritization. It's designed to help sales professionals navigate the sales process more effectively by addressing the most critical aspects of a sale in today's dynamic market environments.

The concept was introduced by Zorian Rotenberg in 2007 and is focused on authentic, genuine customer-centric process with a motto: “Make Your Customer a Champion”.

While CHAMP is a full system, it also includes a CH.A.M.P acronym used in a discovery process:

1. CHallenges. The CHAMP Selling Methodology prioritizes identifying the customer's challenges first, shifting the focus from budget-first (as in BANT) to understanding and solving the buyer's problems. This customer-centric approach ensures that addressing the buyer's needs is the primary qualification step, recognizing that solving these challenges is key to successful sales.
2. Authority. Who has the authority to make a final decision, to sign, to be involved in the decision, and also who can be a detractor. It’s important to know all the key people involved in the buying decision process.
3. Money. Today it’s much less about the allocation of a budget for the SaaS subscription and more about the money required to invest and get the ROI on the money.
4. Priority: how much of a priority is it to solve the business challenge and when does the prospective buyer wish to have the solution, next 60 days, 3 months, etc? P in CHAMP is also about the Process (the buyer’s internal Process for decision-making) and Plan (what is the Plan to move forward).

CHAMP comes with a repeatable and predictable Sales Process, and a Sales Management blueprint that helps apply CHAMP insights across the sales process and department. CHAMP is meant to be a data-driven system for scaling SaaS companies fast. CHAMP is particularly effective in complex B2B sales where buying decisions are influenced by multiple factors and where the alignment of the solution with the prospect's strategic challenges and priorities is crucial.

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SPICED Framework

The SPICED sales framework was developed by Winning by Design and aims at helping you better diagnose your prospects. Just like a doctor, your prescribed solution should help them achieve their desired outcomes—and that prescription requires you to solve the source of their pains, not just the symptoms.

SPICED stands for:

• Situation: Facts, circumstances, and background details about your prospect.
• Pain: The challenges that brought the prospect your way‍
• Impact: How you impact your prospect’s business‍
• Critical Event: Deadline to achieve that impact‍
• Decision: The process, committee, and criteria involved in purchasing a solution

SPICED is primarily designed to help sales professionals navigate complex sales processes by focusing on key aspects of the customer's decision-making journey. But the framework can be used during any stage in the sales process - e.g. to gather information on calls, for hand-offs between teams, (e.g., prospecting to sales, sales to customer success), or for summarizing deals during internal forecasting meetings.

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SPIN Selling

SPIN Selling is a sales methodology developed by Neil Rackham, based on extensive research and analysis of sales calls. The acronym SPIN stands for four types of questions that sales reps are encouraged to use throughout the sales conversation:

• Situation: Designed to gather background information on the customer's current environment and context.‍
• Problem: Problem questions aim at identifying specific problems, difficulties, or dissatisfactions that the customer is experiencing‍
• Implication: Implication questions are used to explore the consequences or implications of the customer's problems. They help to amplify the customer's awareness of the need for a solution.‍
• Need-Payoff: Focus on getting the customer to articulate the benefits or value that a solution would bring, effectively allowing the customer to see how solving their problem can add value.

This consultative approach is particularly effective in complex sales environments where the customer's needs are sophisticated and the solutions may require customization or detailed explanation. But its structured approach to identifying customer needs and guiding them towards a solution can also be effective in transactional sales. The key is to simplify the SPIN questions to suit quicker decision-making processes.

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NEAT Selling

NEAT Selling is a sales methodology that provides a framework for understanding and addressing the needs of potential buyers. Developed by The Harris Consulting Group and Sales Hacker, NEAT stands for Needs, Economic Impact, Access to Authority, and Timeline and was developed as an alternative to BANT. This methodology is designed to help sales professionals navigate the sales process more effectively by focusing on the key factors that influence buying decisions.

It boils them down to their most important elements:

• Needs: Which of your buyer’s core needs does your solution address? Sales professionals are encouraged to ask probing questions to uncover these deeper needs, which can then be directly addressed with the proposed solution.
• Economic Impact: What economic impact will your solution have on your buyer?  It involves demonstrating the ROI (Return on Investment) of the solution and how it can contribute to the prospect's business objectives.
• Access to Authority: Who are the decision makers involved in the buying process? This involves identifying and building relationships with key stakeholders within the organization.
• Timeline: What event/deadline will force your buyer to make a decision? This component addresses the urgency of the prospect's needs and aligns the sales process with their expected timeline.

The Harris Consulting Group introduced the NEAT sales methodology in response to emerging trends in software-as-a-service (SaaS) sales and complex B2B sales environments where understanding the buyer's business, demonstrating value, and engaging with decision-makers are key to closing deals. It provides a structured yet flexible approach that can adapt to different sales scenarios, helping sales professionals navigate the sales process with a clear focus on the factors that most influence buying decisions.

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BANT

The BANT sales methodology is a traditional framework used for qualifying prospects based on four key criteria: Budget, Authority, Need, and Timing. Developed by IBM in the 1960s, BANT has long been a staple in sales processes, particularly in B2B environments, to help sales professionals determine the viability of prospects and focus their efforts on the most promising leads.

The 4 components of BANT are:

1. Budget: Determines whether the prospect has the financial resources or budget allocated for the solution. This step helps assess the prospect's ability to purchase the product or service.
2. Authority: Identifies who has the decision-making power within the organization to approve the purchase. Understanding the decision-making hierarchy ensures that sales efforts are directed at the right individuals.
3. Need: Focuses on uncovering the prospect's specific needs or challenges that the product or service can address. A clear understanding of these needs is crucial for tailoring the sales approach and demonstrating value.
4. Timing: Establishes the prospect's timeline for implementing a solution. This component considers how urgent the need is and whether there are any external factors influencing the purchase decision timeframe.

While BANT has been a foundational sales qualification tool, modern sales environments often require a more nuanced approach. Critics of BANT argue that it can be too rigid and may not fully account for the complexities of today's buying processes, where decision-making can be more collaborative and budgetary constraints more fluid.

To adapt BANT to contemporary sales challenges, sales professionals may need to use it as a starting point rather than a strict qualification checklist. Combining BANT with a deeper understanding of the prospect's business context, strategic goals, and buying journey can enhance its effectiveness and relevance.

BANT remains a valuable methodology for structuring initial qualification discussions, particularly in industries with clear procurement processes and well-defined buying criteria. However, its application may vary depending on the complexity of the sale and the dynamics of the buying organization.

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Sandler Selling System

The Sandler Selling System was developed by David Sandler in 1967. It transforms the sales process so buyers feel they are leading the deal. The method positions sales reps as consultants rather than traditional salespeople, emphasizing trust-building over product pushing. This strategy contrasts with the Challenger sales model, which focuses on challenging the buyer's assumptions. Sandler's approach is less about persuasion and more about partnership, avoiding high-pressure tactics in favor of consulting and relationship-building.

Key to the Sandler system is its seven-step process:

1. Bonding and Rapport Building: Establish a trusting connection through open dialogue to set a comfortable foundation for the conversation.
2. Up-Front Contracts: Set clear expectations for the meeting, including topics, objectives, and potential decisions, to manage both parties' expectations.
3. Pain Discovery: Identify the prospect's challenges through targeted questioning, focusing on the impact of these issues.
4. Budget: Discuss budgetary considerations to ensure the prospect's investment willingness aligns with the solution's cost.
5. Decision Process: Understand the prospect's decision-making process, including decision-makers and constraints, to tailor the sales strategy.
6. Fulfillment: Present a solution that addresses the identified pain points, highlighting benefits and value within the agreed budget.
7. Post-Sell: Finalize the agreement, address any remaining objections, and set the stage for implementation and support.

Sandler's method is unique in its avoidance of direct selling, focusing instead on a consultative approach that fosters a cooperative relationship between the sales rep and the prospect. This method is particularly effective in scenarios where building trust and understanding the buyer's perspective are crucial to closing the deal, especially in Customer Success. The Sandler methodology applies to most selling situations, it can work with sales teams of any size in almost any industry. It’s particularly effective in B2B industries, but any sales rep can use it effectively as long as each deal is valuable enough that they can afford to take a high-touch approach with prospects. It does require your reps to have an in-depth knowledge of your industry in order to be an effective consultant.

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Inbound Selling

The Inbound Sales methodology, popularized by HubSpot, is a modern sales approach that aligns with the inbound marketing philosophy, focusing on attracting, engaging, and delighting prospects and customers through valuable content and interactions. Developed as a response to the changing buyer behavior in the digital age, where buyers are more informed and have greater control over the buying process, Inbound Sales prioritizes the buyer's needs and timeline rather than pushing a sales agenda.

The methodology contains four phases:

1. Attract prospects with relevant content that addresses their needs.
2. Engage them by using insights from their content interactions to personalize communication.
3. Consult by understanding their challenges in-depth and offering specific solutions.
4. Delight customers post-sale to ensure satisfaction and foster loyalty.

Inbound selling thrives in sales organizations that have strong marketing support and sell to buyers who are proactively seeking solutions through search engines like Google. However, this method might not be ideal for sales teams without a steady stream of inbound leads actively looking for their offering, especially those in emerging markets or startups. Additionally, targeting high-level executives in large corporations, such as C-suite members, often requires a more direct outreach strategy as they are unlikely to initiate contact through a website request, typically necessitating a more proactive "hunting" approach.

Implementing an Inbound Sales strategy requires close collaboration between marketing and sales teams to ensure a seamless transition for prospects from marketing-qualified leads to sales-qualified leads. Sales professionals need training to adopt a consultative selling approach and to leverage customer relationship management (CRM) tools effectively for personalized engagement.

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SNAP Selling

SNAP Selling is a rather new sales methodology developed by Jill Konrath, designed to adapt to the fast-paced and often overloaded world of modern buyers. The methodology addresses the challenges salespeople face when trying to capture the attention and win the business of busy prospects who are constantly bombarded with information and decisions.

SNAP stands for:

1. Simple: Make the buying process and your solutions as simple as possible for the customer. Complexity and confusion are the enemies of decision-making, so clarity and ease are crucial.
2. iNvaluable: Position yourself as an invaluable resource to the prospect. In an era where information is abundant, being a source of valuable insights and solutions that can help prospects achieve their objectives is key.
3. Aligned: Keep your sales approach and solutions aligned with the prospect's objectives, challenges, and business environment. Understanding and responding to their context enhances relevance and resonance.
4. Priority: Focus on making your solution a priority for the prospect. This involves not only highlighting the value and benefits of your solution but also addressing the urgency of the prospect's challenges and how your solution can mitigate risks or capitalize on opportunities.

SNAP Selling's focus on simplicity, value, alignment, and prioritization makes it a versatile methodology that can be adapted across various industries and market conditions. However, its principles are particularly beneficial in scenarios where buyer attention is scarce and the need to quickly demonstrate value and relevance is high.

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How to successfully roll out a new Sales Methodology

Step 1: Ensure Buy-in Across All Levels

Achieving buy-in is essential, not just at the executive level but among all team members.

It's crucial to engage with executives to garner their support for the new sales process, but its effectiveness ultimately depends on those who implement it daily: your sales reps and frontline managers.

Step 2: Train the new Sales Methodology

Utilizing external experts can be incredibly beneficial here. External trainers not only specialize in deploying new sales methodologies but also signal to your organization the importance of this change, helping to ensure it's not dismissed as just another fleeting initiative.

This includes training your frontline managers and empower them to be good "coaches". There are many great sales trainers available, see here for a list of the Top 100 Sales Coaches of 2024.

It is also particularly important to show them what excellence looks like in action. They should see examples of what success looks like in various selling situations they might encounter. Whether it's a stellar commercial teaching pitch or an effective Solution Selling discovery call, provide access to a repository of call recordings for ongoing learning and emulation of effective sales behaviors.

Step 3: Ensure you code it into your tech stack and processes

Ensure you code it into your sales engagement, CRM, forecasting, call analytics, and other tech stack. This is even more important than training as it makes sure your sales methodology is followed and sticks.

Step 4: Monitor Adoption of the Sales Methodology

Once training and implementation is complete, the next step is to evaluate how well the sales team is applying the new methodology in real interactions with customers.

With Demodesk Coaching & AI, you can easily monitor if your team is incorporating the specific language and techniques of your sales methodology into their calls  - without spending time on watching recordings or reviewing transcripts. After setting up your methodology-specific monitoring, you'll be able to review calls within Demodesk at a glance hat showcase where and how the methodology's language is being utilized, offering insights into adoption and areas for improvement.