Are Sales Processes the Death of Creativity?

I'm the queen of creativity. When it comes to, "How can we do this better and differently?" I'm the first to start brainstorming. But guess what? I am also a huge fan of sales processes. 


Unfortunately, every time I have heard the term "sales processes" presented in a training program, it's been met by major resistance from the reps. Experienced folks think a sales process is a cookie-cutter approach used only for entry level sales. Others feel a company is unreasonable to make reps to use a sales process.  More importantly some sales experienced professionals are concerned that the sales process will destroy the uniqueness that makes them a successful performer and they really don't want to change what they are already doing. As my grandma use to say, "If it ain't broke, don't fix it", and a lot reps follow my grandma's line of thought!  Unfortunately, I believe if we want to keep developing our talents, that isn't how it works.

I've been a sales rep, a consultant and a sales trainer, so I understand the concerns, and admit to maybe have grumbled once or twice about the newest management process plan.   I know some companies have unrealistic, outdated or just plain awkward sales process. When good sales teams are forced to use these dinosaur-like processes they do nothing to drive the business and improve sales. 


However if a training team can be astute and lead the charge with management to fix the process, they can implement a great sales process. Only then should they roll the program out to the sales force and show the sales people how they can be more productive and effective process.  The organization connects with more customers, shares best practices and companies make more money.  Cool!

But what about the reps who don't want to even look at a good sales process? Well as I said early, being a fan of them, I'm not willing to throw the process-baby out with the bad-process-bath water! I am absolutely hard on reps who won't use the sales process or managers that don't believe their organization can be more productive using a sales process.  If a good sales process embodies best practices, is based on maximizing profitability/ productivity and shortens the sales cycle, it's wrong not to use the sales process.  If the sales process is the key to success, and closing the deal, sales people refusing to use it are in a word--- foolish!

It's my belief, and I believe it to be backed up by research, that a good sales process is not just a nice idea. To maximize personal and organizational development and performance, it's mandatory.  It also requires a real buy in from the management team.   To produce the best results managers have to train and coach their people how to use the process, and keep reinforcing its use. Additionally, the reps refusing to use the process are choosing to be less than they can be. Consequently, these processes need to stay up-to-date, use best practices and be applicable to the current sales environment. Doing so encourages top performance and still allows for the personal innovative touch in a sales person's day. It's not the death of creativity, but the birth of sustained sales success.

Do I sound brainwashed?

Note:  The thoughts and opinions on Training Wheels are my own, unless otherwise referenced, and are to be food for thought.  If contemplating business changes, these blog posts are not a substitute for consulting your lawyer or accountant. I"ll bet you already figured that out, didn't you?