By: Stephen Novak
Everything we do requires some form of a process. From brushing our teeth to planning a trip, there is always a chain of events. Merriam-Webster defines a process as:
1 a : progress, advance <in the process of time>
b : something going on : proceeding
2 a (1) : a natural phenomenon marked by gradual changes that lead toward a particular result <the process of growth> (2) : a continuing natural or biological activity or function <such life processes as breathing> b : a series of actions or operations conducing to an end; especially : a continuous operation or treatment especially in manufacture.
We learned as a child how to brush our teeth, walk, and eventually ride a bike. These processes took practice and determination to perfect. A novice salesperson should constantly read new books, continually train with knowledgeable teachers, and diligently practice with the same resolve as a strong-minded child. Come to think of it – experienced salespeople should do the same thing!!!
As an exercise, let’s look at a basic step-by-step approach to sales – The ever enduring 5 Steps To A (Anything) Sale:
1) Friendly greeting.
2) Assess needs.
3) Make recommendation.
4) Explain benefits and features.
5) Ask for the sale.
If we left out step 2, we wouldn’t have any idea which product or service was right for the customer. It would not help to push the two-car garage if the buyer’s main concern is the age of the roof. Your job as a salesperson is to seek out what the customer wants.
If we did not explain the benefits and features in Step 4, it would be impossible for the customer to differentiate our product or service from our competitor.
If we did not even ask the customer for the pleasure of his or her business…well, we probably should be doing something else for a living.
Just as if we had forgotten to use a toothbrush while brushing our teeth, we could not be as effective as we should have been.
BEWARE: Do not allow yourselves to become slaves to any process just for the sake of the process. If what you are doing ain’t working, you MUST try something else. If the process gets in the way of customer communication, scrap it…amend it…modernize it (Read, train, practice). Every sales process should enhance customer interaction, and keep a salesperson on track. A process should NOT be there just to hook customers into buying something that will later regret.
“We must first identify, before we can satisfy the customer’s proclivity…profitably”.
Copyright © Stephen Novak 2011 Rising Moon Publications. All rights reserved.