Standard Operating Procedure (SOP): Sales Process for Carmel One

Effective Date: [DATE]
Prepared By: [REPRESENTATIVE_NAME], [REPRESENTATIVE_TITLE]
Approved By: [REPRESENTATIVE_NAME], [REPRESENTATIVE_TITLE]

Purpose

This SOP outlines the sales process for Carmel One, a travel guide business specializing in providing curated experiences, itineraries, and recommendations for visitors to Carmel-by-the-Sea. The goal is to ensure a consistent, efficient, and customer-focused approach to converting leads into paying clients while maintaining the brand ethos: "Plan less. Wander more."

Scope

This SOP applies to all sales team members at Carmel One, including sales representatives, account managers, and team leads. It covers the entire sales cycle, from prospecting to closing, and includes post-sale analysis and commission structures.

Definitions

• Prospect: A potential customer who fits the target audience for Carmel One's services.
• Discovery Call: An initial conversation to understand the prospect's needs and introduce Carmel One's offerings.
• Proposal: A customized document outlining the services, pricing, and value proposition for the prospect.
• Objection Handling: Strategies to address and resolve concerns raised by prospects during the sales process.
• Win/Loss Analysis: A review of closed deals to identify success factors or reasons for lost opportunities.

Responsibilities

Step-by-Step Procedures

1. Prospecting

Objective: Identify and qualify potential clients who are planning trips to Carmel-by-the-Sea.

Methods:

1. Inbound Leads:
   - Monitor inquiries submitted via [WEBSITE_URL], email ([EMAIL]), or phone ([PHONE]).
   - Qualify leads based on their travel dates, group size, and interest in curated experiences.
   - Use tools like HubSpot or Salesforce to track inbound leads.

2. Outbound Prospecting:
   - Use social media platforms (Instagram, Facebook) to identify individuals engaging with Carmel-related hashtags (#CarmelByTheSea, #CarmelTravel).
   - Partner with local hotels, wedding planners, and event organizers to access their client lists.
   - Attend regional travel expos or networking events to build relationships with potential clients.

3. Lead Qualification Criteria:
   - Budget: Minimum spend of $500 for itineraries or $1,000 for group packages.
   - Travel Timeline: Within 3-6 months.
   - Interest: Specific interest in curated experiences, local guides, or unique itineraries.

Tools:

• CRM: HubSpot or Salesforce
• Social Media Monitoring: Hootsuite or Sprout Social
• Email Outreach: Mailchimp or ActiveCampaign

2. Discovery Call

Objective: Understand the prospect's needs, establish rapport, and position Carmel One as the ideal solution.

Framework:

1. Introduction (2-3 minutes):
   - Briefly introduce yourself and Carmel One.
   - Share a quick anecdote or fact about Carmel to build rapport.

2. Needs Assessment (10-15 minutes):
   - Ask open-ended questions:

   • "What brings you to Carmel?"
   • "What type of experiences are you looking for?"
   • "Are there any specific activities or themes you'd like to include?"
   • Identify pain points:
   • "Have you had challenges planning trips in the past?"
   • "What would make this trip stress-free for you?"

3. Value Proposition (5 minutes):
   - Highlight Carmel One's unique offerings:

   • Local expertise.
   • Access to exclusive experiences (e.g., private wine tastings, hidden beaches).
   • Time-saving, stress-free planning.

4. Next Steps (2 minutes):
   - Confirm interest in receiving a proposal.
   - Schedule a follow-up call to review the proposal.

Tools:

• Video Conferencing: Zoom or Google Meet
• Call Recording: Gong or Chorus.ai

3. Proposal Creation

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

Process:

1. Use the Carmel One proposal template.

2. Include the following sections:
   - Introduction: Brief overview of Carmel One and its services.
   - Proposed Itinerary: High-level outline of activities and experiences.
   - Pricing: Transparent breakdown of costs (e.g., $500 for a 3-day itinerary, $1,000 for group packages).
   - Value Add: Highlight exclusive perks (e.g., discounts at partner wineries).
   - Next Steps: Instructions for booking and payment.

3. Review the proposal with the Sales Manager for approval.

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

Tools:

• Proposal Software: PandaDoc or Proposify
• CRM Integration: HubSpot or Salesforce

4. Objection Handling

Objective: Address common objections to build trust and move the sale forward.

Common Objections and Responses:

5. Pricing Presentation

Objective: Clearly communicate pricing to avoid confusion and build confidence.

Strategy:

1. Present pricing as a value-driven investment, not a cost.
2. Use tiered options:
   - Basic Itinerary: $500 (3-day plan, no concierge services).
   - Premium Itinerary: $1,000 (5-day plan, concierge services, exclusive perks).
   - Group Package: Starting at $1,500 (customized for groups of 5+).
3. Offer limited-time discounts for early bookings (e.g., 10% off for bookings within 7 days).

6. Negotiation Guidelines

Objective: Close deals while maintaining profitability.

Guidelines:

1. Avoid discounting unless necessary; instead, add value (e.g., free concierge service).
2. Use a "give-and-take" approach:
   - If a discount is requested, ask for a commitment to book immediately.
3. Escalate to the Sales Manager for discounts exceeding 10%.

7. Closing Procedures

Objective: Finalize the sale and transition the client to the operations team.

Steps:

1. Confirm the client's agreement via email or signed proposal.
2. Collect payment (50% deposit upfront, balance due 14 days before the trip).
3. Introduce the client to the Operations Team for itinerary finalization.
4. Update the CRM with deal details and mark the opportunity as "Closed-Won."

8. Win/Loss Analysis

Objective: Learn from each deal to improve future performance.

Process:

1. Conduct a bi-weekly review of closed deals.
2. For wins: Identify key success factors (e.g., effective objection handling).
3. For losses: Document reasons (e.g., pricing, timing) and adjust strategies.
4. Share insights during monthly sales team meetings.

9. Commission/Incentive Structure

Objective: Motivate the sales team to achieve and exceed targets.

Framework:

1. Base Salary: $40,000 annually.
2. Commission:
   - 10% of revenue for deals under $1,000.
   - 12% of revenue for deals $1,000-$5,000.
   - 15% of revenue for deals over $5,000.
3. Bonuses:
   - $500 bonus for exceeding monthly quota by 20%.
   - $1,000 bonus for top performer of the quarter.

Metrics and Review Cadence

Escalation Path

1. Sales Representatives escalate complex objections or discount requests to the Sales Manager.
2. Sales Manager escalates unresolved issues to the Director of Sales.

Review Schedule

This SOP will be reviewed quarterly by the Sales Manager and updated as needed to reflect changes in market conditions, pricing, or company strategy.

End of Document