Skip to main content

System 3: Sales Systems

Role: The bridge between interest and revenue.

1. System Purpose​

To convert qualified leads generated by Marketing into paying customers for both educational courses and tech support services, through a structured, efficient, and customer-centric sales process.

2. Key Components​

  1. Lead Intake → Qualification → Conversion: A defined pipeline for receiving leads, assessing their fit and readiness to buy, and guiding them through the sales journey.
  2. HubSpot Pipeline Design: Customization and management of the sales pipeline within HubSpot to reflect the company's specific sales stages for courses and services.
  3. Pricing Models: Clearly defined and communicated pricing structures for all products and services.
  4. Sales Scripts / Talk Tracks: Standardized guidance for sales conversations, ensuring consistency and effectiveness, especially for common objections or product features.
  5. Proposals & Contracts: Standardized templates and workflows for generating, sending, and managing sales proposals and contracts.
  6. Reporting & Forecasting: Tools and processes to track sales performance, predict future revenue, and identify areas for improvement.

3. Tools Used (Within Current Stack)​

  • Lead Intake/Qualification/Conversion: HubSpot CRM (deals, contacts, companies, lead scoring, activity tracking).
  • HubSpot Pipeline Design: HubSpot CRM (custom deal stages, properties, automation).
  • Pricing Models: Microsoft Loop (master pricing documentation, FAQs), HubSpot Products (catalog of offerings with pricing).
  • Sales Scripts / Talk Tracks: Microsoft Loop (repository of approved scripts, FAQs, objection handling), Microsoft Teams (sharing best practices, training).
  • Proposals & Contracts: HubSpot Sales Hub (quotes, templates, e-signatures), Microsoft Word (complex custom contracts).
  • Order Processing & Enrollment: Zapier (middleware connecting Sales to Fulfillment), Thinkific (LMS checkout/enrollment).
  • Reporting & Forecasting: HubSpot CRM (sales dashboards, custom reports).

4. High-Level Workflow (Step-by-Step)​

  1. Lead Hand-off from Marketing (HubSpot):
    • System 2: Marketing qualifies a lead as a Marketing Qualified Lead (MQL) in HubSpot.
    • An MQL automatically triggers a task or notification for the Sales team.
    • A new deal record is created in the sales pipeline within HubSpot.
  2. Lead Research & Initial Contact (HubSpot/Loop):
    • Sales Agent reviews the lead's activity history in HubSpot (website visits, content downloads, email opens).
    • Agent uses Sales Scripts/Talk Tracks from Microsoft Loop for initial outreach (email/call).
    • Initial contact aims to understand the lead's needs, confirm fit, and book a discovery call.
  3. Discovery & Needs Assessment (HubSpot/Teams):
    • Conduct a discovery call/meeting, documenting key needs, pain points, and budget in HubSpot.
    • If applicable, determine if the need aligns with existing course offerings or requires custom tech support services.
  4. Solution Presentation & Proposal (HubSpot/Loop):
    • Based on discovery, the agent presents relevant course bundles or a customized service plan.
    • For services, generate a professional proposal using HubSpot Sales Hub templates (pulling pricing from HubSpot Products).
    • Complex proposals or custom contracts may be drafted in Word, referencing approved language in Loop.
  5. Objection Handling & Negotiation (HubSpot/Loop):
    • Sales Agent addresses client concerns, leveraging objection handling guides in Loop.
    • Any concessions or negotiated terms are documented in the HubSpot deal record.
  6. Contracting & Closing (HubSpot):
    • Send proposals/contracts via HubSpot Sales Hub for e-signature.
    • Monitor contract status and follow up as needed.
    • Once signed, the deal is marked as "Closed Won" in HubSpot.
  7. Hand-off to Fulfillment (Automated via Zapier):
    • A "Closed Won" deal triggers automation via Zapier:
      • For Courses: Client is automatically created and enrolled in Thinkific (System 4).
      • For Services: A new project/ticket is created in Microsoft Planner (System 4).
    • Internal team members (Fulfillment, Finance) notified via Teams.
  8. Post-Sale Follow-up (HubSpot):
    • Automated sequences in HubSpot for onboarding new clients, collecting feedback, and identifying upsell/cross-sell opportunities.

5. Detailed SOPs​

SOP: Lead Qualification Call for Sales Agents​

  • Goal: To efficiently determine if a Marketing Qualified Lead (MQL) is a Sales Qualified Lead (SQL) and has a genuine need for our services/courses.
  • Roles: Sales Agent.
  • Steps:
    1. Prepare for Call (HubSpot CRM):
      • Review the lead's full history in HubSpot (website activity, downloaded content, email engagement).
      • Identify the content that led to their MQL status.
      • Note any specific questions or interests they've expressed.
      • Open the relevant Sales Script/Talk Track in Microsoft Loop.
    2. Initial Greeting & Purpose:
      • "Hi [Lead Name], this is [Your Name] from The Tech Deputies. I saw you recently downloaded our guide on [Relevant Topic] and wanted to connect briefly to see if you found it helpful and answer any questions you might have."
    3. Discovery Questions (BANT/MEDDPICC principles):
      • Budget: "Do you have a budget allocated for solving [pain point]?"
      • Authority: "Who else is involved in the decision-making process for this type of solution?"
      • Need: "What specific challenges are you facing with [current situation]? What are you hoping to achieve with [our solution/course]?" "How is [pain point] impacting your business/workflow today?"
      • Timeline: "By when are you looking to have a solution in place?" "Are there any deadlines driving this?"
      • For Courses: "What specific skills are you looking to develop or problems are you hoping to solve with this course?"
      • For Services: "Can you tell me more about the scope of the tech support you might need?"
    4. Identify Fit & Value:
      • Based on answers, determine if our courses or services are a good fit.
      • Articulate how our offerings directly address their needs, referencing Atomic Knowledge Units if applicable (e.g., "Our 'Malware Detection' course covers exactly how to identify the types of phishing attacks you mentioned").
    5. Address Initial Objections:
      • Refer to Microsoft Loop for common objection handling responses.
      • If an objection cannot be overcome, document it in HubSpot.
    6. Next Steps & Call-to-Action:
      • If qualified: "Based on what you've shared, I think a deeper dive into [Course/Service] would be beneficial. How about we schedule a dedicated demo/consultation for [Date/Time]?" (Book directly in HubSpot).
      • If not qualified (or not ready): "It sounds like [reason]. I'll send you some additional resources on [topic] and check back in a few months."
    7. Update HubSpot CRM:
      • Log the call details, lead notes, qualification status, and next steps in the HubSpot deal record.
      • Update the deal stage (e.g., from "New Lead" to "Discovery Call Scheduled" or "Disqualified").

6. Documents to be Created​

  • Sales Playbook
  • Pricing Sheet & Configuration Guide
  • Sales Proposal Templates (HubSpot)
  • Standard Contract Templates (Word)
  • Objection Handling & FAQ Document (Loop)
  • Sales Onboarding & Training Manual

7. Required Flowcharts​

  • Sales Pipeline Flowchart
  • New Client Onboarding Flowchart (Post-Sale)

8. Dependencies on Other Systems​

9. MVP Version vs. Scaled Version​

  • MVP (Phase 1):
    • Basic HubSpot CRM pipeline for courses and services.
    • Manual lead assignment and follow-up.
    • Simple pricing models.
    • Ad-hoc proposals using Word templates.
    • Focus on converting initial inbound leads.
  • Scaled Version (Phase 2+):
    • Automated lead routing and task creation in HubSpot.
    • Advanced sales forecasting and analytics.
    • Sophisticated pricing models, including discounts and bundles.
    • Full utilization of HubSpot Sales Hub for quotes, e-signatures, and sales collateral.
    • Structured sales training, coaching, and performance management.
    • Integration with external tools (e.g., calendar scheduling, video conferencing).