For those who wish to increase sales from SOHO, small business owners, independent contractors, service professionals to C-Level executives, much is written about selling systems and processes. Many times these two terms are used interchangeably and herein lies a significant problem because they have totally different meanings. This difference may possibly help to explain why so many fail to realize their sales targets.

Webster's New World Dictionary shares that the origin of the word system is Greek and means from syn for together and histanai to set. In contemporary terms, the definition is a set of arrangements of things so related as to form an organic whole. By this definition a sales system is more about the people and how they function together rather than how to work through the individual selling process.

Now reviewing the origins of the word process from the same dictionary, we learn that this word's origins are Latin and come from the word proceed where the pro means forward and the cedere means to go. Furthermore, the third contemporary definition of this word is a continuing development involving many changes. In other words, a process is about going forward with the ability for continuous improvement and may involve many changes.

So between these two words, what better describes the interactions between you as the salesperson and the potential customer (a.k.a. prospect)? For me the answer is process.

When one focuses on a system, this suggests a more structured environment such as the solar system where overall there is not a whole heck of a lot of change respective to the location of the planets. Also, this word does not provide a lot of flexibility respective to change and continuous improvement.

Now a process sets an entirely different mind set. The biggest one is about moving forward. When your role is to gather revenue for the business or organization you begin with a handshake or a smile and then move forward to:

• Building the relationship
• Discovering the pains and gains
• Presenting the whys an why nots to take action
• Earning the commitment
• Delivering the sale

Any backward movement would suggest that you will be either extending your overall selling cycle time or never securing the signature on the bottom line. So if you wish to increase sales, find a sales process that is easy, flexible and allows you to be authentic in your behaviors. By leaving the systems to the universe and understanding what truly works will allow you to truly be the Red Jacket in a Sea of Gray Suits.