I want to share a quick bit about a sales process / methodology that I’ve found to be invaluable – and I’ve had to train people dozens of times. It is a helpful framework for both sales and marketing professionals because it covers the life-cycle of customer on-boarding. In simplest terms, the process is this: ALPAC. Audience, Lead, Prospect, Account, Customer.
Here are the sales & marketing stages, broken down with greater detail.
This is fundamentally a Marketing stage. Audience comprises everyone who isn’t yet in your sales funnel. The Audience can really be broken up in to 2 groups: Audience we want to reach, and Audience we don’t care about reaching. Audience converts to the next stage by progressing those people through the AIDA marketing process: Attention, Interest, Desire, Action. I’m going to write more in the near future about the importance (and measurability!) of AIDA in social media campaigns, but for now just suffice to say that the general population needs to become aware of your product / service / business, become interested, gain desire, and finally, take action. Depending on the nature of your product, that action is typically self-designation as a person who wants more information – and turns themselves in to a lead. Continue reading The ALPAC Sales Methodology