Last week we talked about the Buying/Selling process and focused our attention to Why People Buy. In this continuing article based on the wonderful minds at Resource Associates Corporation, our partners in bringing you the best developmental improvement processes in the world, we focus on THE SELLING PROCESS, and learn that it is not about us and our businesses, but instead all about our prospects or clients businesses.
It has been said that nobody ever pulled a rabbit out of a hat without carefully putting one in there in the first place. The same is true of sales. Consistent success in sales requires careful planning and strategizing. The purpose of a clearly defined and strategically designed sales process is simple: It is designed to help you keep your focus on the prospect and to help them buy from you.
There are six basic phases to the selling process:
- The Introduction
- Gaining Favorable Attention
- Discovering Wants and Needs
- Presenting Benefits and Consequences
- Getting Commitment
- Follow-Up
Each phase of the selling process is integral to the next phase. It is possible that it will take six meetings to get through the six phases, or one, depending on the product or service type and the clients readiness to move forward. Let's briefly review the importance of each phase.
The Introduction
During the introduction your prospect will formulate their initial impression of you and your organization. Each and every prospect will form an early opinion of you based upon what they see and feel when you enter the room (or call them on the phone). The introduction is the foundation of your relationship with this new prospect.
Gaining Favorable Attention
This is your opportunity to establish a positive atmosphere and develop rapport. Create a dialogue by asking questions, showing interest and LISTENING. It is here that you must establish the trust necessary for the prospect to buy from you.
Discovering Wants and Needs
Once a positive atmosphere is created and the prospect is open, relaxed and talking, you must establish a reason for the prospect to buy from you. Before prospects will buy from you, they must understand and believe that they have a need for your product or service. Once the prospect understands the need, your job is to emotionalize the need. This means creating a mental state in which prospects begin to realize the benefits of satisfying the need or the consequences of not satisfying it. Until this is accomplished, you cannot move toward the next phase.
Presenting Benefits and Consequences
The objective is to present the features of your product or service, and the benefits of doing business with you in terms that speak to the needs of the prospect. This is best accomplished by focusing on benefits or consequences that are significant to the prospect. The prospect must be sending you "buying signals" during this stage before it is safe to move to the next phase.
Getting Commitment
If you delivered a well prepared presentation with enthusiasm, emphasizing the benefits of your product or service as they relate to the prospects needs, then getting an order should be the natural conclusion. You have a right and an obligation to ask for the business.
Follow-up
The final step in the Buying/Selling process is follow-up. Receiving the order should not be viewed as the end of the sales process, but rather the beginning. It should be the start of a continuing relationship with your client. The direct benefit is additional business to be conducted with your new client, and the indirect benefit is being referred to your client's circle of influence in order to sell to other potential clients.
SUMMARY
Violating the order of the Buying/Selling Process can cause a disconnect, even though the prospect might try and accelerate it by asking questions prematurely. In each step of the process with your prospect, reaffirm your standing by retracing previous steps. Be prepared -- be thorough. Keep your prospect involved throughout the process. Will Rogers once said, "It's always easier to ride the horse in the direction in which it is going!" If you would like to know more about the sales development processes, assessments and sales coaching available at Houston Partners International, send us a request at info@houstonpartnersinternational.com.
Have a Great Week!
Jerry
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