Sales Model Canvas: How to Optimize Your Sales Process
Sales Model Canvas is a new methodology for visualizing and structuring sales processes. The name refers to a classic method of Design Thinking – Canvas – and, in this text, I will explain exactly what this novelty is.
Having your salespeople follow the sales process is the dream of many sales managers.
The truth is that we have seen a lot of evolution in the digital marketing edge and we are now moving towards more efficient commercial operations, and for that we only have one way: to build a smarter sales process.
For a long time, I struggled with sellers, trying in every way to get them to follow my process. This took me a lot of time, long explanations and I always had a very low adherence.
The vast majority of salespeople don’t want to follow a sales process, they simply want to close more sales.
That’s where the insight that allowed me to come up with the idea of the Sales Model Canvas was born. I wanted a way to bring my team together, I wanted to help them execute sales and make them more productive, in addition to generating the information needed to optimize the operation.
I learned that the best way to engage a team in a process is to call it to design and it was precisely from this idea that the Sales Model Canvas emerged.
After all, what is Sales Model Canvas?
Sales Model Canvas is a collaborative sales process design methodology that uses design Thinking, simplification, and neuroscience to help create sales processes.
Its great strength is that the sales team participates in the design, which consequently reduces the team’s resistance and also brings a vision that a sales manager would hardly have.
See the model below:
How the Methodology works
The methodology separates the creation of the Sales Canvas into 6 activities that need to be developed in each of the stages of the sales process.
These activities help the salesperson perform each of the steps necessary to get to the sale and help standardize the fulfillment of their opportunities.
Basically, Sales Models Canvas Blocks are divided into:
- Objective – What is the main objective of this step in the sales process? What does the seller need to do to move forward with the prospect?
- Validation – What needs to be validated in an opportunity to move to the next step?
- Tools – What are the tools used during each step of the process?
- Stagnation Time – Stagnation time is the maximum number of days an opportunity can stay in each of the stages.
- Loss Reasons – What are the loss reasons by step of your sales process?
- Conversion Rate – Conversion rate is the percentage of opportunities that have moved to the next step.
- Breakthrough Goal – How many opportunities does it take to build enough pipeline to hit goal?
Once each of these blocks for each step of the sales funnel is created, the sales process is documented. In a 4-hour group dynamic, it is possible to define a sales process that will help the company meet its goal and generate more sales.
How to use dynamics
As in Design Thinking, the construction of the Sales Model Canvas is done collaboratively.
We usually use an A0-shaped sheet and the team glues post-its to fill each of the blocks. The purpose is to allow everyone to give their ideas and make it easy to modify and prototype the sales process.
It is important that it works like a brainstorm, where there is no boss or censorship. Each one gives their ideas and in the end the team prioritizes what will be kept or removed from the canvas.
Every time there is a conflict a facilitator will help resolve the issue. It’s always good to come up with different experiences and points of view, to make it more dynamic and even richer.
At the end, the 4 steps and 7 blocks must be described. As the process is defined, the salesperson’s advancement goal must also be well defined to help achieve goals.
If the salesperson knows how many opportunities he needs at each stage, it is much easier for him to manage the evolution of his pipeline.
How to take it to CRM
Each of the points defined during the dynamic should be taken to the CRM in order to help the sales manager to follow the team more easily.
Some information helps to know if the team is following the process and others provide feedback to the company in order to know how to gain more sales.
Once everything is set up correctly, it takes some work to migrate from the old funnel to the new one. Lots of attention and care not to miss opportunities. A tip I give to my clients is to discard what is dead and only take to the new funnel what really has a chance of becoming a business.
Help your team practice letting go.
where to learn more
This and other tools are available on the Growth Machine channel and at our gym. We recently launched a free course that helps managers run Sales Model Canvas dynamics within their companies.
In my companies and my consulting clients, I learned that every investment made in structuring processes and in the sales team gives a very positive return. This is the only real way to build a vending machine.
The sales process needs to help your team sell more and generate the information that allows you to optimize your operation and help you gain productivity and efficiency.
If it’s simple, even better. When it’s easy, the team learns faster and doesn’t resist following the process, especially when they realize that the process is helping to gain more sales.
What did you think of the Sales Model Canvas? Got any questions? I will love debating it.