Standard Operating Procedure (SOP): Sales Process

For: Citadel Innovations
Tagline: Secure choices, made clear.
Effective Date: [DATE]

Purpose

This SOP outlines the standardized sales process for Citadel Innovations, a cybersecurity reviews hub. The goal is to ensure consistent, efficient, and high-conversion sales practices tailored to the cybersecurity industry. This document provides clear steps for prospecting, discovery, proposal creation, objection handling, pricing presentation, negotiation, closing, and post-sale analysis.

Scope

This SOP applies to all sales team members at Citadel Innovations, including Sales Development Representatives (SDRs), Account Executives (AEs), and Sales Managers. It covers the end-to-end sales process for engaging cybersecurity solution providers, SaaS vendors, and enterprise clients seeking cybersecurity review services.

Definitions

• Prospect: A potential client who fits Citadel Innovations' target profile.
• Discovery Call: An initial meeting to understand the prospect’s needs and qualify them.
• Proposal: A formal document outlining the services, pricing, and terms offered to the prospect.
• Objection Handling: Addressing concerns or hesitations raised by the prospect.
• Win/Loss Analysis: A review of closed deals to identify success factors or reasons for lost opportunities.

Responsibilities

• Sales Development Representatives (SDRs): Responsible for prospecting, initial outreach, and scheduling discovery calls.
• Account Executives (AEs): Handle discovery calls, proposal creation, objection handling, pricing presentation, negotiation, and closing.
• Sales Managers: Oversee the process, provide coaching, and conduct win/loss analyses.

Step-by-Step Procedures

1. Prospecting

Objective: Identify and engage potential clients in the cybersecurity industry.

Methods:

1. Targeted Outreach:
   - Use LinkedIn Sales Navigator to identify cybersecurity solution providers, SaaS vendors, and enterprise security teams.
   - Focus on companies with annual revenues of $5M–$50M and a demonstrated interest in third-party reviews.

2. Inbound Leads:
   - Monitor inbound inquiries from [WEBSITE_URL] and ensure follow-up within 24 hours.
   - Use HubSpot CRM to track lead sources and assign to SDRs.

3. Industry Events:
   - Attend cybersecurity conferences (e.g., RSA Conference, Black Hat) to network and collect leads.
   - Follow up with event contacts within 48 hours.

4. Content Marketing Leads:
   - Leverage whitepapers, webinars, and blog downloads to capture leads.
   - Use gated content forms to collect contact information.

Tools:

• LinkedIn Sales Navigator
• HubSpot CRM
• ZoomInfo for contact data enrichment

Metrics:

• Number of new leads added weekly (Target: 50 per SDR).
• Conversion rate from lead to discovery call (Target: 20%).

2. Discovery Call Framework

Objective: Qualify the prospect and uncover their needs.

Agenda:

1. Introduction (3 minutes):
   - Brief overview of Citadel Innovations and our value proposition: "We help cybersecurity solution providers build trust by showcasing unbiased, expert reviews."

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

   • "What challenges are you facing in building credibility with your target audience?"
   • "How do you currently gather and showcase customer reviews?"
   • "What is your timeline for improving your review strategy?"

3. Solution Overview (5 minutes):
   - Highlight services: expert reviews, comparative analysis, and review amplification strategies.

4. Next Steps (2 minutes):
   - Confirm interest and schedule a follow-up for proposal presentation.

Tools:

• Zoom for video calls
• HubSpot CRM for call notes and follow-up tasks

Metrics:

• Discovery-to-proposal conversion rate (Target: 50%).

3. Proposal Creation Process

Objective: Deliver a tailored proposal that aligns with the prospect’s needs.

Steps:

1. Use the Citadel Innovations proposal template.
2. Include:
   - Executive Summary: Recap the prospect’s challenges and goals.
   - Scope of Services: Detail the review services, timelines, and deliverables.
   - Pricing: Provide transparent pricing based on the selected package (e.g., $5,000 for 5 expert reviews, $8,000 for 10 reviews).
   - Case Studies: Include relevant examples of past clients.
3. Review the proposal internally with the Sales Manager before sending.
4. Deliver the proposal via email and schedule a review call within 48 hours.

Tools:

• PandaDoc for proposal creation and e-signatures
• HubSpot CRM for tracking proposal status

Metrics:

• Proposal acceptance rate (Target: 40%).

4. Objection Handling Playbook

Objective: Address common objections specific to the cybersecurity niche.

Common Objections and Responses:

1. "We already have a review strategy in place."
   - Response: "How are you ensuring the credibility and visibility of those reviews? Our expert reviews are independently verified and optimized for maximum impact."

2. "This seems expensive."
   - Response: "Our pricing reflects the value of unbiased, expert-driven reviews that directly influence purchasing decisions. Clients typically see a 20% increase in conversion rates after implementing our reviews."

3. "We’re not ready right now."
   - Response: "I understand. Can we discuss a phased approach to align with your timeline?"

Tools:

• Objection Handling Cheat Sheet (stored in the sales team’s shared drive).

Metrics:

• Objection resolution rate (Target: 70%).

5. Pricing Presentation Strategy

Objective: Present pricing in a way that emphasizes value.

Steps:

1. Use tiered pricing to offer flexibility:
   - Basic: $5,000 (5 reviews)
   - Standard: $8,000 (10 reviews)
   - Premium: $12,000 (15 reviews + amplification services)
2. Highlight ROI: Share data on how expert reviews improve lead conversion rates.
3. Offer limited-time discounts for early commitment (e.g., 10% off for signing within 7 days).

6. Negotiation Guidelines

Objective: Close deals while maintaining profitability.

Guidelines:

1. Offer discounts only for multi-year contracts or volume commitments.
2. Avoid discounting below 10% of the listed price.
3. Use value-adds (e.g., additional review amplification) instead of price reductions.

7. Close Procedures

Objective: Finalize the deal and onboard the client.

Steps:

1. Send the final agreement via PandaDoc for e-signature.
2. Confirm receipt of the signed agreement and initial payment.
3. Handoff to the Client Success team for onboarding.

Metrics:

• Close rate (Target: 30%).

8. Win/Loss Analysis

Objective: Learn from closed deals to improve future performance.

Steps:

1. Conduct a review within 7 days of deal closure.
2. Document:
   - Key factors for winning/losing the deal.
   - Feedback from the prospect.
3. Share findings in the monthly sales team meeting.

Tools:

• HubSpot CRM for tracking outcomes.

Commission/Incentive Structure Framework

• Base Commission: 10% of closed deal value.
• Accelerators:
• 12% for deals above $10,000.
• 15% for deals closed within 30 days of initial contact.
• Quarterly Bonus: $2,000 for exceeding quota by 20%.

Review Schedule

• This SOP will be reviewed quarterly by the Sales Manager to ensure alignment with market trends and business goals.

By adhering to this SOP, Citadel Innovations will maintain a consistent, high-performing sales process tailored to the cybersecurity reviews niche.