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The Significance of a Consistent Sales Process

What would you think of an airline pilot who taxied out for takeoff without a process and system for the operation of the aircraft; that he or she just improvised. How would you feel if you were onboard this plane? Scary thought.

Shouldn’t you feel that way about any profession? Accountants have systems for audits, lawyers have systems for creating contracts, financial planners have systems for developing investment strategies and surgeons have a process for operations.  Most professionals have some kind of system in their professional practice. Systems insure efficiency and a consistent level of competency. If these type of professionals have a system for what they do – why should it be different for the professional salesperson or business owner with sales responsibility?

Sales top the list of importance in the success and survivability of small business. To be successful at selling you need a system, a process for selling that insures you do the right things in a precise way, every time you meet with a prospect. A selling system is a strategy and skillset that ensures your business optimizes every sales interaction with your prospects.

Business Truths


Hire on talent and values, not just a resume. “Look for intelligence and judgment and, most critically, a capacity to anticipate, to see around the corners.

Master the details at the same time as you attend to the bigger picture. “If you don’t know what information is flowing through your organization, you don’t know what is going on in your organization.

Untidy truth is better than smooth lies that unravel in the end anyway

Don’t accept things at face value. Maintain a healthy dose of skepticism. Often things are not as they appear. Do a gut check. Dig below the surface.

Remember that success can breed failure, and that complacency is the enemy. In today’s world contentment with the status quo is dangerous. Lead with a healthy dose of paranoia.

Execution matters. A plan is only as powerful as the zeal to execute that lies behind it.

You give me the right people and I don’t much care what organization you give me. Good things will happen. Give me the wrong people, and it doesn’t matter what you do with the organization. Bad things will happen. People are the solution to the puzzle.



Case Study 1

A private company is a reseller of heavy manufacturing machinery. Two partners both of whom are looking forward to retirement have owned the business for the past 20 years. Brenark was hired to provide insight into enhancing the value of their business, in preparation for a possible sale of the company.

We began with basic questions related to how the business owners felt about their business:

What is it that you really want to be and do?
What are you doing really well that is helping you get there?
What are you not doing well that is preventing you from getting there?
What will you do differently tomorrow to meet those challenges?
Where do you need the most help?

The next step was to determine more specfically the strenths and weaknesses in their business by having each owner complete a Brenark BEE (Business Effectiveness Evaluation). The questions are specific (scale of 1 to 10) and provide an accurate, owner based, assessment of a business in the following  areas:

Customer Servive
Human Resources
Business Systems
Succession Planning
Financial Management
Personal Effectiveness
Strategic Planning

Once it was determined that Brenark could help improve the value of their business – we held weekly 2-hour, agenda based, meetings with both owners to discuss, agree and move forward with an action plan that addressed the weaknesses in their business. We set goals, measured our progress and held both owners accountable for their commitments. Brenark was also available for phone or email consultation throughout the process. A succession plan was implemented and the business was purchased by several senior employees.