Use a process for better sales results

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Sales is a process just like any other business function.There are steps that every salesperson must go through in order to be successful over the long term.

There have been numerous books and articles written about the pro’s and con’s of relationship selling but one thing to remember, sales activity invariably involves an interaction between people. We all have our internal thought processes, attitudes, and personality traits and that will spill over to both the buyer and seller in the sales process.

 A quote from Zig Ziglar says it very well, “If people like you they’ll listen to you, but if they trust you they’ll do business with you”.

So they have to like you enough to listen to your preliminary fact finding questions, and you have to use that opportunity to build trust.

The illustration below was discussed in my book, “Bottom Line Focus” relative to the steps in the buying process

The first step is you must develop a basis of trust between you and the prospective customer. They must trust and like you before they will even look beyond that.

Then they have to trust your company. Does your product or service have a solid reputation in the marketplace?

Third they have to have a need and understand that your product or service is the best solution for that need.

Then they will move on to price and delivery.

Taking a shortcut on any of these steps introduces doubt into the equation. If you walk in the door and cut price immediately you may get a quick sale but you will have cheapened you product or service in the eyes of the customer. Any effort to increase prices without establishing value and trust will be met with opposition.

Sales is like any other worthwhile venture, for better sales results, follow the process.