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Sales process audit – sounds boring (but necessary)

By Raz WahidSeptember 21, 2015Values

Confused shouldn’t be a word used to describe the experience of a customer.

And when it is, the company should do what it can to ease the confusion.

Unless it’s in Paris.

Then it just doesn’t care.

This isn’t about arrogance, elitism or any other stereotype the French are labelled with.

It’s about a company that hasn’t taken itself through the experience its customers go through. And resultantly (I know, resultantly), has a few gaping holes it can actually fix pretty quickly.

Case in point: Anticafé in Paris.

It’s a chain of co-working spaces in the city that look like a café, but are made purely for freelancers and entrepreneurs to work in peace.

You pay for the time you spend in the café, and in return, you get wifi, a printer, and all you can eat snacks and pots of coffee.

That’s the concept. And a pretty successful one at that.

But there’s only one problem.

You only know the concept if you do your homework. Or if you go there regularly. Everyone who works there assumes you’re aware.

And you know what they say about people who assume …

.. that’s right. They’re all working in the Anticafé in Paris.

The first time I went to the establishment was for a Meetup gathering earlier this year. I walked in, found my people, and got chatting.

Before I knew it, some random woman came to me, handed me a plastic card and smiled. I didn’t know what the card was for, didn’t have time to ask, and so left it on the table.

Two hours later, the Meetup finished, so had the coffee I’d been handed, so I bid my people bonne journeé and went on my merry way.

What I should have done is taken the plastic card I’d been given to the cash desk and paid for my time before I’d left.

But the staff didn’t tell me this. They all assumed I knew. Which means they missed out on earnings that morning – and I’m sure I wasn’t the only one in the group of 20 that had done this.

Imagine how much more money they’d make if they took some time to explain how the Anticafé concept works?

Quite a lot more, I imagine.

And how much of this can be applied to your sales process?

When you offer a product, service or free lead magnet/opt-in on your website, how obvious is the experience to your potential customer?

Do they know what happens after they enter their email address or hit the buy now button?

Does your follow up email sequence tell them exactly what’ll be happening, step-by-step?

Are there any unanswered questions that your customers have?

Where can improvements be made?

I’ve been going through the sales sequences of many successful coaches lately and I can wholeheartedly attest – improvements can always be made.

So here’s what I suggest you do:

Head down to your local store, buy the biggest bottle of rum and douse yourself in it. If successful coaches can’t make this thing work, we’re all screwed.


Here’s what I really suggest you do:

Ask someone you trust to go through your entire sales process and give you feedback on their experience. What made sense? What didn’t? What would make the experience better?

Do they have questions that the process didn’t answer?

Once they enter their email address, or hit buy now, what page are they taken to and what messages does it have?

What’s the first email they receive from you? Is it in line with their expectations?

What about the follow up emails? How many are there and do they all follow a rational order?

Once you have the feedback, review it in line with what you intended on offering to new customers.

Are your intentions in line with the feedback? If not, what can you change in the process to bring it more in line with your intentions?

Most people don’t take the time to do this. Especially when first setting up their lead magnet/sales page and autoresponder sequence.

In fact, most people set up the entire process, review it themselves, and forget about it.

They assume it all works ok.

And you know what they say about people who assume … (I hear Anticafé’s hiring).




What to do now?

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