Understanding an account does not only mean knowing who the decision makers are and the company’s organizational structure; one of the worst things you can do is to go into a sales call and not fully-understand and be attempting to solve one of their business problems. Coming in to relieve a pain within a company is a much more effective approach to selling than pitching your product blindly to an exec that you have pegged as the exec with the money burning a hole in his pocket.

Structure and continuity are extremely important in keeping a sales team functional and the sales process successful. Keeping things organized and requiring a specific progression of steps in the sales cycle ensures that corners are not cut, the prospect is well-qualified and well-nurtured, as well as making sure that no information is lost. The steps of the process must be clearly defined and simple to follow; the more you can avoid confusion and make this process visible, the more it will actually be followed.