Standard Operating Procedure (SOP): Sales Process

For: Big Data Staging Academy
Effective Date: [DATE]
Prepared By: [REPRESENTATIVE_NAME], [REPRESENTATIVE_TITLE]

Purpose

This SOP outlines the sales process for Big Data Staging Academy, ensuring a structured, repeatable, and scalable approach to acquiring new clients. The process is tailored to the niche of data staging education, focusing on converting prospects into clients for our academy's courses and services.

Scope

This SOP applies to all sales team members responsible for prospecting, engaging, and closing sales for Big Data Staging Academy. It covers the entire sales lifecycle, from lead generation to post-sale analysis.

Definitions

• Data Staging: The process of preparing raw data for analysis by transforming, cleaning, and organizing it into reliable pipelines.
• Prospect: A potential client interested in data staging education or training.
• CRM: Customer Relationship Management software used to track leads and sales activities.
• ICP: Ideal Customer Profile, representing the target audience for Big Data Staging Academy.

Responsibilities

• Sales Representatives: Execute the sales process, maintain CRM records, and meet individual KPIs.
• Sales Manager: Oversee team performance, provide coaching, and ensure adherence to this SOP.
• Marketing Team: Provide qualified leads and support with sales collateral.
• Operations Team: Ensure smooth onboarding of new clients post-sale.

Step-by-Step Procedures

1. Prospecting

Objective: Identify and qualify potential clients who fit the ICP.

Methods:

1. LinkedIn Outreach:
   - Use LinkedIn Sales Navigator to identify professionals in roles such as Data Engineers, Data Analysts, and IT Managers.
   - Target industries like finance, healthcare, retail, and technology where data staging is critical.
   - Send personalized connection requests with a message highlighting the value of data staging education.

2. Content Marketing Leads:
   - Collaborate with the marketing team to identify leads who have engaged with blog posts, webinars, or whitepapers on [WEBSITE_URL].
   - Prioritize leads who downloaded resources like "5 Steps to Building Reliable Data Pipelines."

3. Email Campaigns:
   - Use tools like HubSpot or Mailchimp to send targeted email campaigns to prospects in the CRM.
   - Segment lists by job title, industry, and engagement level.

4. Referral Program:
   - Offer existing clients a referral incentive (e.g., $100 credit or a free course module) for introducing new prospects.

Tools:

• LinkedIn Sales Navigator
• HubSpot CRM
• Hunter.io for email prospecting

Metrics:

• Number of new leads added to CRM weekly: Target = 50
• Conversion rate from lead to discovery call: Target = 20%

2. Discovery Call Framework

Objective: Understand the prospect's needs, challenges, and goals to determine fit.

Call Agenda:

1. Introduction (3 minutes):
   - Briefly introduce yourself and Big Data Staging Academy.
   - Share the value proposition: "We help professionals turn raw data into reliable pipelines through hands-on, practical training."

2. Needs Assessment (10 minutes):
   - Ask open-ended questions:

   • "What challenges are you facing with your current data staging processes?"
   • "What tools or platforms are you currently using for ETL workflows?"
   • "What outcomes are you hoping to achieve with additional training?"

3. Solution Overview (7 minutes):
   - Share how the academy’s courses address their specific challenges.
   - Highlight unique aspects like hands-on labs, real-world case studies, and instructor-led sessions.

4. Next Steps (5 minutes):
   - Propose a follow-up to send a tailored proposal.
   - Confirm the best email and timeline for delivery.

Tools:

• Zoom or Microsoft Teams for virtual calls
• Gong.io for call recording and analysis

Metrics:

• Discovery call-to-proposal conversion rate: Target = 50%

3. Proposal Creation Process

Objective: Deliver a customized proposal that aligns with the prospect's needs.

Steps:

1. Use the proposal template stored in [CRM/Google Drive].

2. Include the following sections:
   - Overview: Recap the prospect's challenges and goals.
   - Proposed Solution: Outline the specific courses or training paths recommended.
   - Pricing: Include a detailed breakdown (see Pricing Presentation Strategy).
   - Timeline: Specify course start dates and duration.
   - Call to Action: Provide clear instructions for next steps (e.g., signing up or scheduling a follow-up).

3. Send the proposal via email within 48 hours of the discovery call.

Tools:

• PandaDoc or DocuSign for proposal delivery and e-signatures

Metrics:

• Proposal acceptance rate: Target = 40%

4. Objection Handling Playbook

Objective: Address common objections effectively to move prospects closer to a decision.

Common Objections and Responses:

1. "The price is too high."
   - Response: "Our courses are designed to save your team hundreds of hours by teaching them to build reliable pipelines efficiently. Can we discuss the ROI you’re expecting?"

2. "I don’t have time for training."
   - Response: "Our courses are flexible, with self-paced options and weekend sessions. Would that work for your schedule?"

3. "We already use [TOOL_NAME]."
   - Response: "That’s great! Our training complements tools like [TOOL_NAME] by teaching best practices for staging data effectively."

Tools:

• Objection handling scripts stored in the CRM

Metrics:

• Objection resolution rate: Target = 70%

5. Pricing Presentation Strategy

Objective: Present pricing transparently and confidently.

Pricing Structure:

• Individual Courses: $1,500–$2,500 per course
• Team Training Packages: $10,000–$25,000 depending on team size and customization

Best Practices:

1. Present pricing after demonstrating value during the discovery call.
2. Offer tiered options (e.g., Basic, Advanced, Premium) to give prospects flexibility.
3. Highlight any discounts or promotions (e.g., early bird discounts or bundled pricing).

6. Negotiation Guidelines

Objective: Close deals while maintaining profitability.

Guidelines:

1. Offer discounts only when prospects commit to multi-course packages or team training.
2. Avoid discounting individual courses below $1,200.
3. Use added value (e.g., bonus modules or extended access) instead of price cuts.

7. Close Procedures

Objective: Finalize the sale and transition the client to onboarding.

Steps:

1. Confirm the client’s agreement via signed proposal or email.
2. Process payment through Stripe or PayPal.
3. Notify the operations team to initiate onboarding.

Tools:

• Stripe/PayPal for payment processing
• Slack for internal handoff notifications

Metrics:

• Close rate: Target = 30%

8. Win/Loss Analysis

Objective: Learn from each sales outcome to improve future performance.

Steps:

1. Log the outcome in the CRM (won/lost).
2. For lost deals, document the reason (e.g., pricing, timing, competition).
3. Review win/loss data monthly in team meetings.

Metrics:

• Win rate: Target = 30%
• Loss reason analysis: Identify top 3 reasons quarterly

Commission/Incentive Structure Framework

• Base Salary: $50,000/year
• Commission:
• 10% of revenue for individual course sales
• 5% of revenue for team training packages
• Quarterly Bonus: $2,000 for exceeding $100,000 in sales per quarter

Review Schedule

• This SOP will be reviewed quarterly by the Sales Manager and updated as needed based on performance metrics and market changes.

End of Document.