While sales is often about personality, passion and improvisation, the purpose of the sales process is to bring much-needed structure to selling a product.
Sales is a process, in simple terms it is a sequence of steps, actions and skills required to take a sale from beginning to close. Each step is made up of several key activities with predictable, measurable outcomes. My book analyses those steps closely outlining the principles together with providing practical examples aimed at improving your sales skills. Basically it’s a summary of the best practices and skills I have acquired during the 30 years of my sales career. These steps will allow you to avoid chaos and maintain order while incorporating your personality and knowledge into the process whilst enable you to achieve a high degree of success.
Before we get to the sales pitch, a successful sales process starts with detailed industry and lead research. Why is research important and what impact does it have on a sales pitch?
Once you have identified a prospect then of course you will need to speak with the right person to close a deal, the decision maker. What is the difference between decision makers and influencers? Why should we avoid pitching influencers? Most importantly I will give you tips and ideas on how to reach decision makers and avoid gatekeepers.
I will explain in simple terms each element of the 8 step sales pitch. It will also act as a guide on communicating with prospects and the importance listening skills play in closing deals. When communicating with prospects the best tip I could ever offer anyone would be to apply the “KISS Theory” at all times, “Keep, It, Simple, Stupid”.
I think it’s fair to assume prospects will only ever buy from people they like and trust. Occasionally prospects will buy products or services they don’t need or can’t really afford. Which is something I’m certain most people can relate. But from my experience they generally never buy products or services they don’t understand. Therefore if you over complicate your sales pitch in the hope it will impress a potential prospect it will generally be doomed to failure. If prospects don’t understand something they will generally give you a false objection which is usually difficult to overcome.
As to listening, the Pareto Theory applies here, meaning you should engage your prospect to a point where they are doing most of the talking.
Post sales follow-up will play a vital part in client development. I will give you tips and ideas on how to improve your relationship with clients and develop them into key accounts.
Personal goals and motivation play a key role in the sales process. You have to set yourself short, medium and long terms goals, reward yourself when you hit those goals and ensure you keep yourself motivated at all times even when the chips are down and believe me they will be from time to time. You will also need to be organized, methodical, dedicated and above all cool calm and collected. Very simply do not get emotional when trying to close a prospect. Your responses will not be measured if you do.