Standard Operating Procedure (SOP): Sales Process for Archive Compass

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

Purpose

To establish a structured, repeatable, and measurable sales process for Archive Compass, ensuring consistent client acquisition, high conversion rates, and a professional client experience tailored to the genealogy and records research niche.

Scope

This SOP applies to all sales team members at Archive Compass, including inside sales representatives, account executives, and sales managers. It covers the entire sales lifecycle, from prospecting to closing and post-sale analysis.

Definitions

• Prospect: An individual or organization interested in genealogy research services, including family historians, genealogists, legal professionals (e.g., probate attorneys), and academic researchers.
• Discovery Call: An initial conversation to understand the prospect's needs and assess fit.
• Proposal: A formal document outlining the scope of services, pricing, and timeline for delivering genealogy research solutions.
• CRM: Customer Relationship Management software used to track leads, opportunities, and sales activities (e.g., HubSpot, Salesforce).

Responsibilities

• Sales Representatives: Execute the sales process, maintain CRM data, and achieve assigned quotas.
• Sales Manager: Oversee team performance, provide coaching, and ensure adherence to this SOP.
• Marketing Team: Support lead generation efforts and provide sales enablement materials.
• Operations Team: Collaborate with sales to ensure feasibility of proposed timelines and deliverables.

Step-by-Step Sales Process

1. Prospecting

Objective: Identify and qualify potential clients who need genealogy and records research services.

Methods:

1. Online Directories: Use platforms like Ancestry.com forums, GenealogyBank, and LinkedIn groups focused on genealogy and historical research.
2. Social Media Engagement: Participate in Facebook groups and Reddit communities dedicated to family history and genealogy.
3. Content Marketing Leads: Follow up with individuals who download whitepapers, attend webinars, or subscribe to the Archive Compass newsletter.
4. Partnership Referrals: Build relationships with probate attorneys, estate planners, and historical societies to generate referrals.
5. Cold Outreach: Use targeted email campaigns and phone calls to reach out to individuals or organizations expressing interest in genealogy services.

Tools:

• CRM: [CRM_TOOL_NAME] for lead tracking.
• Email Automation: Mailchimp or ActiveCampaign for nurturing campaigns.
• Social Listening: Hootsuite or Sprout Social to monitor genealogy-related discussions.

Metrics:

• Number of new leads added to the CRM weekly.
• Conversion rate from lead to discovery call (target: 20%).

2. Discovery Call

Objective: Understand the prospect's needs, establish credibility, and qualify the opportunity.

Framework:

1. Introduction (2-3 minutes):
   - Briefly introduce Archive Compass and its expertise in records and archive research.
   - Share a relevant success story (e.g., "We recently helped a client trace their family lineage back to the 1700s using rare probate records.").

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

   • "What specific records or information are you looking to uncover?"
   • "Have you encountered any challenges in your research so far?"
   • "What is your timeline for completing this project?"
   • Identify pain points (e.g., difficulty accessing international archives, lack of time to research).

3. Solution Overview (5-7 minutes):
   - Explain how Archive Compass can address their needs.
   - Highlight unique capabilities, such as access to rare archives, multilingual researchers, or expedited document retrieval.

4. Next Steps (2-3 minutes):
   - Schedule a follow-up to present a tailored proposal.
   - Confirm the best communication method (email, phone, video call).

Metrics:

• Discovery-to-proposal conversion rate (target: 50%).
• Average discovery call duration (target: 20-30 minutes).

3. Proposal Creation

Objective: Deliver a clear, customized proposal that outlines the scope of work, timeline, and pricing.

Process:

1. Gather Information:
   - Review notes from the discovery call.
   - Consult with the operations team to confirm feasibility of timelines and deliverables.

2. Draft the Proposal:
   - Include the following sections:

   • Introduction: Recap the prospect's needs and goals.
   • Scope of Work: Detail the specific records to be located, research methods, and deliverables (e.g., digital copies, family trees, research reports).
   • Timeline: Provide a realistic timeline (e.g., 4-6 weeks for domestic records, 8-12 weeks for international archives).
   • Pricing: Use the standard pricing model (e.g., $500 for basic record retrieval, $2,000 for comprehensive family history research).
   • Terms: Include payment terms (e.g., 50% upfront, 50% upon completion).

3. Review and Send:
   - Have the proposal reviewed by the sales manager.
   - Send the proposal via email with a personalized message.

Metrics:

• Proposal acceptance rate (target: 40%).
• Average time from discovery call to proposal delivery (target: 2 business days).

4. Objection Handling

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

Common Objections & Responses:

1. "This seems expensive."
   - Response: "Our pricing reflects the expertise and time required to access rare records and provide accurate results. For example, locating international records often involves navigating complex archives and language barriers."

2. "I’m not sure I need professional help."
   - Response: "Many of our clients start their research independently but find they need expert assistance to access restricted archives or verify information. We can save you time and ensure accuracy."

3. "I’m not ready to commit yet."
   - Response: "That’s completely fine. Would it help if I shared a sample report or connected you with a past client who faced similar challenges?"

Metrics:

• Objection resolution rate (target: 70%).

5. Pricing Presentation

Objective: Present pricing in a way that emphasizes value.

Strategy:

1. Use tiered pricing:
   - Basic Package: $500 - Single record retrieval.
   - Standard Package: $1,500 - Multi-record retrieval and analysis.
   - Premium Package: $3,000 - Comprehensive family history research.

2. Highlight ROI:
   - Emphasize the time saved and the value of accurate, verified records.

3. Offer payment plans for higher-tier packages.

6. Negotiation

Objective: Close deals while maintaining profitability.

Guidelines:

1. Avoid discounting unless absolutely necessary. Instead, offer value-adds (e.g., additional consultation hours, expedited service).
2. Set a minimum acceptable price for each service tier.
3. Use silence strategically—allow the prospect to process the offer.

Metrics:

• Average discount percentage (target: <10%).

7. Closing

Objective: Secure the client’s commitment and ensure a smooth handoff to the operations team.

Steps:

1. Confirm agreement on the proposal.
2. Send the contract for signature via DocuSign or similar tool.
3. Collect the initial payment (50% upfront).
4. Introduce the client to their assigned researcher and provide an overview of the next steps.

Metrics:

• Close rate (target: 30% of all leads).
• Time from proposal to close (target: 5 business days).

8. Win/Loss Analysis

Objective: Identify patterns in successful and unsuccessful deals to improve future performance.

Process:

1. Conduct a post-mortem for each closed or lost deal.
2. Document reasons for the outcome in the CRM.
3. Share insights during weekly sales meetings.

Metrics:

• Percentage of deals with documented win/loss analysis (target: 100%).

Commission & Incentive Structure

• Base Commission: 10% of revenue from closed deals.
• Bonus: Additional 5% for deals exceeding $5,000.
• Quarterly Incentive: $1,000 bonus for meeting or exceeding quarterly quota.

Review Schedule

This SOP will be reviewed quarterly by the sales manager to ensure alignment with business goals and market conditions.

Escalation Path

For any issues or deviations from this SOP, contact the sales manager at [EMAIL] or [PHONE]. If unresolved, escalate to the Director of Sales.

End of Document.