The shortest distance between any two points is a straight line.

The shortest distance from a customer enquiry to a successful sale is also a straight line. So, why not design a sales process that takes the customer through a series of well-designed steps that produce predictable great outcomes? I can’t think of any good reason not to, but my experience is that most businesses don’t have a sales system. They rely on the flawed strategy of recruiting good salespeople and hoping they stay.

The benefits of designing and implementing a sales system with steps that progress a customer along a straight line are enormous – shorter lead times, higher prices, increased conversion rates and less time wasted with tyre kickers.