Greg Bennett Sales Blog

10 Mistakes to Avoid When Implementing "Mini-Steps"

In my experience in helping clients to implement the "Mini-Step" concept into their sales processes, here are 10 mistakes I've encountered that you should try to avoid:

1. The Mini-Steps are not defined.
   • Clients will know about the mini-step process, but won't take the time to lay them out in a timeline on a conference table (just one way to do it).
2. The Mini-steps are not focused enough on adding value for the client. 
   • Clients will make all the mini-steps about their own internal processes and needs, and forget about creating steps that can add value for the client, like "brainstorming sessions" and "new client parties and special events"
3. There are no Mini-Steps in the "Post Sale" process.
   • Clients will forget to think about developing steps in the most important part of the sales process: AFTER the client takes ownership.   Post-sales mini-steps are important to communicate to the client that we care as much about what happens after they buy as before.
4. The Mini-Steps are not made standard in the organization.
   • Clients sometimes allow salespeople to each develop their own mini-step process.  And while that's not a bad exercise, when there isn't one standard set of steps everyone is using, it can lead to confusion in forecasting and pipeline management.
5. The Mini-Steps are not communicated internally or externally.
   • Clients forget to share the standard mini-steps steps with everyone involved in the sales, service and production processes within their organization...and they also forget to share the mini-steps with clients during the sales call.
6. The Mini-Steps are not readily available by the salespeople.
   • Salespeople forget to keep the mini-steps in front of them when they're selling...things like posting the steps on  the wall of a cubicle or office, maybe printing off laminated cards salespeople can take on calls could help keep them front and center with sellers in the heat of battle.
7. The Mini-Steps are not used to develop effective Closing Plans.
   • Salespeople forget to project-plan a "path to closure" with the client.  Using mini-steps, a seller should layout the proposed mini-steps and then attach assignments (who is to do what), and timelines (when will this step be done).
8. The Mini-Steps aren't effectively tied to the pipeline tracking process.
   • I find that clients tend to err in one extreme or the other, either they attach every single mini-step to a percentage of closing or they don't attach any step at all.  I find it's best to bunch a series of steps into stages within the process...then attach a percentage of close to the various stages.  So if you have 20 steps in your (before the sale) process, you could bunch them into 4 stages, with each having roughly 5 steps...then as salespeople achieve the steps they'll complete the stages and it's easier to track progress.
9. The Mini-Steps are not being used by managers to drive accountability.
   • Sales managers should not forget about using the mini-steps and the stages to improve accountability in daily and weekly meetings with their sellers.  Instead of just asking "so where do you think Client X is Tom?" and allowing Tom to say something like, "I think he's still pretty much on board for doing something with us soon"...the manager should say, "Let's review the steps Client X has taken to this point, and tell me about your plan for the remainder of the steps"...
10. The Mini-Steps are not continually reviewed and tweaked.
    • We can't forget the constant change we all go through in our various product offerings, sales processes, procedures, etc. when developing mini-steps.  Just because we've got them down and completed once, doesn't mean it's the final processes forever.  Depending on the amount of change within your industry and company...along with the amount of change in the market and with your clients...you should plan on reviewing the steps, stages and associated percentages of close on at least a quarterly basis.

How Mini-Steps Provide Value for the Client DURING the Sales Process

We just want clients to feel smart all the time we're closing them! -- GB

One of the many little bi-products of my Mini-Step closing process (featured in my book "Consultative Closing") is how they ADD VALUE for the client during the sales process.   

I know we don't stop and think about what it's like for the client going through our sales process, but it's typically not very pretty.  Usually the sales process for the client is uncomfortable because he or she is dealing with a hard-charging salesperson who is focused on what amounts to getting a one-night stand: 

• The seller is calling all the time, trying to push the client to say YES...
• The seller is sickeningly sweet - with insincere flattery, invitations to lunches and dinners, etc....
• The seller is promising the moon..."You will be so happy...and I PROMISE to always be there for you..."
• No matter what the client's objection, the seller has a comeback...and an attitude that says, "If you disagree with me, you're an idiot" ...
• And they look like every other seller who walks in the door...everyone is "number one"... everyone says "We'll work with you after you buy"...everyone promises to deliver...clients aren't sure WHAT to believe...

Not only do these behaviors cause clients to feel uncomfortable in the sales process, they also don't trust their own judgment and are often less informed than the salespeople calling on them. 

This is where having Mini-Steps in your selling process can HELP the client feel more comfortable.  Here are some positives of Mini-Steps for clients:

• Educating the Client -- If you have Mini-Steps that involve an analysis or a review (e.g. an engineer's site analysis, a policy review, etc.), the client will gain knowledge and not feel so clueless and susceptible to being sold...
• Helping the Client Get the Best Value - Your Mini-Step process will help the client with proper planning...a client's fear of making a decision often leads to delays and last minute scrambling that can lead to lesser value (for instance, if the client waits and waits to decide on buying a widget to the very last minute then suddenly says 'okay, let's do it', there may be rush charges, inventory issues, or production delays)....
• Ensuring Proper Execution -- You should have Mini-Steps that help the client properly use your product or service...remember, clients don't care about what happens before they buy, they focus on what they hope will happen AFTER  they take ownership...so the more pre-planning you can do with the client the more you'll be hitting their sweet spot.  These steps could be things like meetings with the client's internal production team to discuss proper roll-out... or with their sales team to discuss how they could use your service to create new business, etc....

All of these positive value-adds are taking place AS you're also moving the client through the closing process...so you're adding value AND closing harder and faster...at the same time!!!

Mini-Steps are indeed magical and I hope you'll figure out how to make them a part of how you sell form here on out.

GB

The Magic of Mini-Step Closing: Why the Old "Two Step" Doesn't Work

Most sales processes are set up in very traditional two-step fashion:

• STEP 1: Opportunities enter the sales pipeline (after an initial presentation/proposal)
• STEP 2: Opportunities exit the sales pipeline (through a YES, NO, or just fade away in MAYBE)

In between steps 1 and 2 there is a gap of time that could range from 1 hour to 1 year (and beyond), depending on the industry and nature of the sale.  In most cases, the gap is a few months.

While this 2-step process works okay...it has several limitations:

• Opportunities can become derailed between step 1 and step 2
  • Prospects change their minds
  • Competitors woo them away
  • Dollars are allocated elsewhere
  • Priorities change
• Salespeople end up pushing too hard and can ruin the relationship
  • All they do is call and ask the same type of questions-- e.g. "How is it looking?" or "Are we ready to move ahead?"
  • They try to close on the only other "thing" they have, which is Step 2...it's too much for most prospects who usually have more questions or more complicated decision-making steps
• There is a lot of inaccurate and dangerous guessing and assuming about the chances for a successful close
  • Prospects act more "interested" than they are in order to avoid conflict
  • Salespeople over-inflate opportunities in the pipeline in order to avoid pressure from management
  • Managers believe the deception which can lead to bogus sales estimates and disappointing returns

The Magic of Mini-Step Closing, which I developed several years ago, is all about adding several steps to the old "Two Step Process"...which will add much more accountability and clarity to the entire sales organization.

GB

Mini-Steps Are Incredibly Powerful, But Almost TOO Simplistic to Believe

You Can't See the Forest For the Trees...

I believe the most profound things in life are often-times the most basic and simple things.  We just don't always WANT to see them for what they are...or we believe there MUST be more to the story: The solution can't be THAT basic...

In the world of sales some examples would be:

• If you make more prospecting calls, you'll schedule more meetings...and
• If you schedule more meetings, you'll make more sales...

You almost want to say "Duh!" after those, right?  I mean come on, how simple are we?  Anyone can figure out that if you make 10 calls and get 2 appointments, you'll make 20 appointments if you make 100 calls...right?  Right?   So why don't we just do it?????

Well, we may KNOW these things are true...but we for some reason choose to deny they exist, or we think there must be MORE to the story than simply making more calls.  TheWe start to think -- Perhaps I need to learn some new strategies...or maybe get a new list of prospects...or figure out a new way to approach.

No...you just need to accept reality for what it is...you make more calls, you make more appointments...you make more appointments, you make more sales.  Don't fight it!

I find the same is true with the Mini-Steps Closing concept I created several years back...the concept is so simple -- instead of a closing process with two main steps: enter pipeline, exit pipeline - we break it down into multiple steps we can close on along the way....yet for some reason we want to over-complicate the concept, or just deny it exists

So please allow me to share some of the basic reasons why Mini-Step Closing works:

• When you break down a complicated concept into small actionable steps, it becomes manageable...
• When you have manageable steps, you have a process you can more easily track...
• When you have a process you can more easily track,  you have much more control and accountability...
• When you have more control and accountability, you'll close more sales...

I've personally put this concept into action at several large and small companies and have seen its magic to transform salespeople, sales managers and entire sales organizations.   And now, with our on-line and written materials being widely dispersed, hundreds and thousands of other people and organizations can experience the Magic of Mini-Steps.

My hope is that you won't over-complicate these concepts, or deny their power to truly transform your sales efforts!

GB