Using the right sales methodology improves efficiency, lowers operation costs, and increases revenue. It also lays a foundation that any sales team can follow and iterate on.
The problem is businesses can get tunnel vision and stick with what they think works. Growth remains stagnant. Opportunities start falling through the cracks. Things fall apart as you scale.
Businesses that want to scale sustainably need the right sales methodology. We’re here to help you find the most effective one for your team. But first, let’s go through the basics.
Sales Methodology Vs. Sales Strategy
We need to clearly define sales methodology to find one that best fits your needs. Sales methodology is often used interchangeably with “strategy.” Both are different, but closely related.
What is a Sales Methodology?
Sales methodology is a framework that guides sales reps through the sales process and outlines actionable tasks at each stage of the customer journey. It deals with the “how” of selling.
- How do you engage with prospects?
- How can you build relationships?
- How do you identify needs?
What is a Sales Strategy?
Sales strategies are high-level plans that cover sales goals, target markets, competitor research, and resource allocation to help you achieve those goals. They deal with the who, what, and why.
- Who are you selling to?
- What can you offer customers?
- Why should customers buy from you?
How Does Sales Methodology and Strategy Work Together?
Your sales strategy is your roadmap. It guides the overall direction of your sales process. Think of it as the destination, goal, or objective.
The sales methodology you choose is the vehicle for navigating that roadmap. It provides specific and actionable steps to reach each milestone or goal.
The 10 Most Effective Sales Methodologies
In this section, we’ll highlight 10 of the most popular and effective sales methodologies, what industry or business it’s best for, and the pros and cons. Find what works for you and iterate.
SPIN Selling
SPIN is an acronym for Situation, Problem, Implication, and Need-Payoff. It’s all about asking the right questions, discovering customer needs, and offering solutions to pain points.
- Situation: Understanding the customer's current situation.
- Problem: Identifying the customer's problems and challenges.
- Implication: Exploring the consequences of those problems.
- Need-Payoff: Showing how your solution can address the customer's needs.
Since SPIN selling deals with identifying needs, it works best for businesses with longer sales cycles. The more you nurture your leads, the stronger the customer relationship becomes.
The downside is that it’s time-consuming. Sometimes, reps can nurture leads for weeks, only for them to say no to moving forward. To avoid this issue, implement strict lead-scoring strategies.
This sales methodology is best for industries like SaaS, financial services, consulting, and high-end manufacturing. These industries have long, complex sales cycles that require extensive nurturing, research, and back-and-forth negotiations.
Challenger Sale
Most customers already have a preconceived idea of what needs to be done to grow and objections to new strategies and technologies. Challenger Sale “challenges” these assumptions and presents unique insights. It leverages a three-step framework:
- Teach: Offer customers new perspectives on their business.
- Tailor: Personalize your message to resonate with needs.
- Take Control: Lead the conversation and guide the customer toward your solution.
The challenger sales methodology works best if you have disruptive products that can easily differentiate themselves from competitors. Take Instantly Dealflow CRM as an example.
Most CRMs let you pay for each seat, making them expensive as you scale. Dealflow only needs one subscription for unlimited seats. You can invite your entire team for no extra charge.
MEDDIC
MEDDIC is a sales methodology that focuses on one of the most important steps of any sales process—lead qualification. It helps you find leads that fit your ICP using a set of criteria.
- Metrics: Defining the economic impact of your solution.
- Economic Buyer: Identifying the decision-maker with budget authority.
- Decision Criteria: Understanding the customer's buying process.
- Decision Process: Mapping out the steps involved in the decision.
- Identify Pain: Pinpointing the customer's key pain points.
- Champion: Finding an internal advocate for your solution.
MEDDIC is great when you’re in B2B and sending propositions to multiple stakeholders. Let’s say you have a company contact list. In most cases, you’d want to target decision-makers.
But they might not have the time or be that receptive to something like a cold email. So instead, you use MEDDIC to find a champion to advocate for your product and take it up the ladder.
The main issue with MEDDIC is that it can be a time-consuming and complex sales methodology to implement. But do things get simpler when you have access to great CRM tools.
Sandler Selling System
David H. Sandler was a disruptive force during his time. He strayed from the traditional pushy sales approach that was the “golden standard” in the 1960s and developed an alternative.
His method focused on building trust and rapport through a consultative approach. This is the sales methodology that some of the best salespeople still preach today.
- Bonding and Rapport: Establish a genuine connection with the customer.
- Up-Front Contracts: Set clear expectations and agreements.
- Pain Points: Uncover the customer's challenges and pain points.
- Budget: Determine if the customer has the resources to invest in your solution.
- Decision: Guide the customer toward a decision.
- Fulfillment: Ensure a smooth post-sale experience.
You essentially pivot from being a salesman to more of a consultative role. Prospects come to you with questions or suggestions, and you nudge them slowly toward your products.
This method is best for businesses looking to build long-term relationships with customers. Think professional services, digital agencies, financial planning, or even luxury goods.
Conceptual Selling
Each business is unique. The solution that worked for one business might not work for another. This even applies to businesses that are selling the same products in the same industry.
That’s because we all have different “concepts” of the problem. Conceptual selling is all about tailoring your solution to fit your customer’s concept. You do this in three simple steps:
- Get information: Ask open-ended questions to uncover the customer's concept of their problem, their needs, their goals, and their decision-making criteria.
- Give information: Share relevant information about your product or service, but focus on how it addresses the customer's concept of their problem.
- Get commitment: Guide the customer towards a commitment by asking for their feedback, clarifying their understanding, and addressing any concerns they may have.
This sales methodology fits in industries like marketing, software development, or design firms where customers need tailored solutions for their unique pain points.
Customer-Centric Selling
Customer-centric selling means creating a tailored buying journey. The goal is to provide value at every stage of the sales process. Here’s how you do customer-centric selling:
- Connect: Build a genuine relationship with the customer by actively listening, asking insightful questions, and showing you understand their needs.
- Consult: Uncover the customer's goals and challenges through open-ended questions and attentive listening.
- Collaborate: Work hand-in-hand with the customer to create a tailored solution that addresses their specific needs.
- Close: Guide the customer towards a decision by highlighting the value of your solution and addressing any concerns they may have.
- Cultivate: Nurture the relationship even after the sale by providing ongoing support, gathering feedback, and looking for opportunities to add even more value.
Customer-centric selling can apply to several industries that emphasize building long-term customer value like tech sales.
Gap Selling
Customers want to go from point A to B. Gap selling creates a bridge that gets customers from their current state, point A, to their desired state, point B. The process of gap selling includes:
- Focus on the Problem, Not the Product: Understand your customers' pain points. Focus on their problems and challenges.
- Identify the Current State: What processes are customers using? What tools do they have in place? How are they performing?
- Define the Desired State: What does their ideal future look like? What goals are they trying to achieve? This helps you create a clear vision of where they want to be.
- Quantify the Gap: Measure the difference between point A and B. Look into key performance indicators. Placing a number shows the impact of your products or solution.
- Position Your Solution as the Bridge: Present your product or service as the bridge that closes the gap. Show how your solution addresses specific needs.
This sales methodology is effective in industries where customers might not be aware of what they need to grow. Examples include consulting, business coaching, or technology solutions.
Inbound Selling
With inbound selling, qualified leads come to you. These are evergreen campaigns meant to nurture and provide value to prospects. Think blogs, content marketing, or gated content.
The process for inbound selling includes:
- Creating and sharing valuable content that attracts your target audience
- Using lead nurturing techniques to engage with leads
- Personalizing sales approach based on lead behavior and interests
To make inbound selling effective, marketing and sales must be aligned. The language used in marketing must be the same as that used in sales.
This sales methodology best suits businesses with a strong online presence, whether on social media or in search engine results pages (SERP), like SaaS and eCommerce.
N.E.A.T. Selling
N.E.A.T. is an acronym for Needs Assessment, Economic Impact Evaluation, Authority Identification, and Timeline Confirmation. It helps focus your time and energy on the leads that matter most.
By zeroing in on prospects who have a genuine need, the budget to make a purchase, and the authority to make decisions, you'll boost your chances of closing deals and shorten those sales cycles. The process of this sales methodology includes:
- Determining if the lead has a genuine need for your offer
- Assessing the economic impact of your solution to your lead’s business
- Identifying the decision-makers within the organization
- Finding their timeline to purchase
This methodology is ideal for businesses with limited resources, like small and medium businesses or those with small sales teams.
SNAP Selling
Customers can find information on any product or service at any time. When they have all the necessary information, customers can make decisions in a SNAP.
Your task here is to adapt to the customers’ fast-paced decision-making. Sales reps must focus on providing simplicity, relevance, and value. Here are the key principles of SNAP selling.
- Keep It Simple (S): Buyers are bombarded with information. Keep your message short and sweet, focusing on the key points that truly matter to them.
- Be Invaluable (N): Show expertise and value right off the bat. Focus on the results your service delivers. Address pain points and offer solutions that make a difference.
- Always Align (A): Make sure your solution fits with the buyer's goals. Understand their needs and tailor messaging to align unique selling propositions to prospect goals.
- Raise Priorities (P): Help the buyer see the urgency of their problem and why your solution is the answer. Make your offering a top priority for them.
SNAP is best for fast-paced sales environments and industries with busy decision-makers, like advertising, media, and event planning.
How to Find The Best Sales Methodology For Your Business
To help you find the best sales methodology for your business, consider the following checklist:
Industry
Different sales approaches work better in different industries. For example, MEDDIC is great for enterprise sales, while Inbound is a good fit for tech companies.
Sales Cycle Length
How long does it usually take to close a deal? Short sales cycles might need a more direct approach (like SNAP Selling), while longer ones might require a more detailed process (like SPIN or MEDDIC).
Product/Service Complexity
Is what you're selling easy to understand or does it need a lot of explaining? Complex offerings might call for a consultative approach (like Conceptual Selling or Solution Selling), while simpler products might do well with a more persuasive technique (like the Challenger Sale).
Target Customer
Who are your ideal customers? What are their pain points, motivations, and buying behaviors? Some customers respond better to a challenger approach, while others prefer a more collaborative style (like CustomerCentric Selling).
Sales Team Size and Experience
How big is your sales team? Are they seasoned pros or new to the game? Some methodologies need more training and expertise (like MEDDIC or Challenger Sale) than others (like SNAP Selling or Solution Selling).
Current Sales Process and Goals
Do you already have a sales process? If so, what's working and what's not? This helps you find methodologies that build on your strengths or fix your weaknesses.
What are your short-term and long-term sales goals? Are you looking for quick wins or sustainable growth? This will help us prioritize methodologies that match your objectives.
Key Takeaways
Using the right sales methodology helps you better optimize the entire sales process. You get to focus on leads most likely to convert, reduce customer acquisition costs, and boost revenue. To recap, here are some of the most popular sales methodologies to consider:
- Consultative and Relationship-Focused Methodologies: SPIN Selling, Conceptual Selling, CustomerCentric Selling, Sandler Selling System, Gap Selling, Solution Selling
- Efficient and Results-Oriented Methodologies: Challenger Sale, MEDDIC, Inbound Selling, N.E.A.T. Selling, SNAP Selling, Target Account Selling
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