Sales gates are an excellent way to ensure a structured, consistent approach to sales progression and improve the quality of deals moving through your pipeline. Here’s a framework to consider:
- Define Clear Criteria for Each Stage: Think of your sales process as a series of checkpoints rather than a straight line. For instance, to move from "prospect" to "qualified," the rep should answer key questions like: Is there a defined need? Is there a timeline? Who are the decision-makers?
- Align Criteria with Sales Methodologies: Use methodologies like MEDDPICC or BANT to structure these gates. For example, MEDDPICC’s Metrics, Economic Buyer, Decision Criteria, etc., can help create specific questions that must be answered before advancing stages. This avoids prematurely pushing unqualified leads forward.
- Document Knowledge Gaps: Require sales reps to record missing information in the CRM at each gate. This practice ensures everyone is aware of gaps and can prioritise information-gathering, leading to more strategic follow-ups and avoiding surprises later in the sales cycle.
- Foster Accountability with Check-ins: Have regular check-ins around these gates to coach reps on progressing deals. Ask, Have we uncovered the pain points? What is the prospect’s urgency? This ensures a steady flow of quality deals.
- Review and Refine: Sales gates need continuous improvement. Gather feedback from your team on what’s working and adjust the gates to better align with your buyer’s journey and your team’s experience.
Implementing gates requires a mix of strategic insight and operational discipline but can lead to significantly improved sales outcomes and alignment across your team.
