Episode 144-Getting Your Sales Process Right with Sherie Smith
In this episode of The Prospecting Show, Dr Connor Robertson meets with Sherie Smith, a sales strategist and performance coach who helps business owners transform their selling from chaotic to consistent. Together, they uncover how process—not personality—drives predictable revenue and why even great closers fail without the right structure.
Breaking the Myth of Natural Sales Talent
Dr Robertson opens, “Sherie, everyone talks about being a ‘natural’ salesperson. You teach the opposite—that sales is a discipline. Why is that distinction so important?”
Sherie smiles, “Because if you believe success comes from talent, you’ll stop improving. Sales isn’t about charm—it’s about sequence. Once you have a process, anyone can perform at a high level.”
She continues, “Most entrepreneurs wing it. They handle each call differently. But top producers operate from frameworks—clear steps that move a prospect from interest to commitment.”
Dr Robertson adds, “That’s the same logic we use in acquisitions. Systems scale; improvisation doesn’t.”
Understanding the Core of a Sales Process
Sherie defines a sales process as “a repeatable path that guides both you and the buyer.” It begins with awareness, flows through qualification, and ends with decision and delivery.
“Think of it like choreography,” she says. “You don’t need to control the dance—you just need to lead it.”
Dr Robertson notes, “When teams document their process, they can diagnose problems instead of guessing. It becomes data-driven instead of emotional.”
Mapping the Customer Journey
Sherie emphasizes the importance of understanding the client’s emotional journey. “Buyers don’t move because of logic—they move because of trust. The process has to anticipate what they need to feel safe saying yes.”
She breaks it down into three checkpoints:
- Curiosity – The moment they discover you exist.
- Confidence – The stage where you prove credibility.
- Commitment – The point of emotional safety that allows a decision.
“If any of those stages are rushed,” she warns, “you create resistance.”
Dr Robertson adds, “That’s the exact pattern in investor psychology too—people don’t buy numbers; they buy certainty.”
Diagnosing Broken Systems
Sherie often starts consulting engagements by auditing her client’s sales process. “The first step is to record calls, analyze follow-ups, and identify bottlenecks. Most of the time, the problem isn’t closing—it’s qualification.”
She says, “If your calendar is full of the wrong prospects, even the best closer will burn out.”
Dr Robertson agrees, “You can’t optimize conversion until you optimize input quality.”
Building Systems That Scale
Once problems are identified, Sherie helps teams install repeatable workflows. “We automate the non-human steps—scheduling, follow-ups, CRM tasks—but we script the human ones for consistency.”
She adds, “Automation supports the process, but empathy drives it.”
Dr Robertson remarks, “That’s the harmony between systems and soul. You use technology to remove friction, not connection.”
The Psychology of Closing
Sherie shares her philosophy that closing is not about manipulation but about clarity. “When someone hesitates, it’s because something is unclear. It’s your job to illuminate the path, not to push them down it.”
She teaches clients to ask permission-based questions:
- “Would you like to see how this works in your case?”
- “What would need to be true for you to move forward confidently?”
She says, “When you create space for honesty, you remove pressure. And when pressure disappears, resistance follows.”
Dr Robertson adds, “That’s persuasion through partnership.”
Training and Coaching for Consistency
Sherie explains that most teams lack coaching rhythm. “You can’t improve what you don’t review. Every rep should have weekly feedback loops.”
She emphasizes roleplay as essential. “The game is won in practice. Once the words are muscle memory, confidence follows.”
Dr Robertson observes, “That’s like deal rehearsal in M&A—simulation reduces hesitation.”
Metrics That Matter
Sherie outlines five KPIs she tracks for every client:
- Contact Rate – How many outreach attempts connect?
- Discovery Conversion – Calls turning into demos.
- Proposal Rate – Qualified buyers moving forward.
- Close Rate – Deals finalized.
- Sales Cycle Length – Days from first contact to close.
“Improvement is math,” she says. “If you track these, you can fix anything.”
Dr Robertson nods, “That’s how professional operators think—numbers tell the narrative.”
Why Simplicity Wins
Sherie cautions against overcomplication. “I’ve seen companies ruin sales by adding ten-step funnels and endless automation. The best process is the one your team actually uses.”
She laughs, “Perfection kills execution.”
Dr Robertson smiles, “That’s operational truth in every industry.”
The Human Element of Selling
Beyond systems, Sherie believes authenticity remains the ultimate differentiator. “People buy from people who make them feel seen. Your tone, your presence, your empathy—those can’t be automated.”
She continues, “When you listen to understand instead of waiting to respond, you shift from selling to serving.”
Dr Robertson adds, “That’s what turns customers into advocates—relationship over transaction.”
Building a Culture of Sales Excellence
Sherie shares how leadership defines sales culture. “If your team sees you panic about leads or discount to close deals, they’ll mirror scarcity. But if they see you calm and process-oriented, they’ll mirror confidence.”
She advises leaders to celebrate behaviors, not just results. “Reward preparation, follow-up, and collaboration. Those are the seeds of consistent performance.”
Dr Robertson reflects, “Culture compounds faster than capital. Behavior is contagious.”
The Intersection of Data and Empathy
Sherie explains that balancing analytics with humanity is the key to long-term success. “You can’t scale emotionless metrics. Data tells you what happened, but empathy tells you why.”
She adds, “The best leaders blend dashboards with dialogue.”
Dr Robertson notes, “That’s exactly how we approach due diligence—numbers reveal patterns, people reveal purpose.”
Key Takeaways
- Sales success comes from systems, not charisma.
- Documented processes reduce emotional decision-making.
- Trust is built through empathy and clarity.
- Consistent coaching drives sustainable growth.
- Simple, human-centered systems outperform complex ones.
Dr Robertson closes the episode: “Sherie Smith reminds us that the art of selling is really the art of serving with structure. Process liberates potential.”
Sherie smiles, “And once you master your process, every conversation becomes an opportunity to help someone.”
Listen to the Full Episode:
Getting Your Sales Process Right with Sherie Smith