Most salespeople can tell you that the old business adage is true: "Nothing happens until somebody sells something." No matter what type of business you're in, the same principle applies--without sales, there is no business. That's why understanding the steps in the sales process is so important, both to business owners and sales professionals.
Pre-Sale Preparation
Thoroughly understanding your product's features, benefits, costs and advantages versus competing products is essential to the selling process. Without a comprehensive knowledge of your product, you'll be unable to respond confidently to questions and will seem tentative in your presentation. Enter each selling opportunity with an upbeat, optimistic attitude and demeanor.
Prospecting
Prospecting involves identifying potential customers and then qualifying them by screening out those who would have no interest in your product. Begin with a plentiful source of leads, such as advertising or out-bound calling. Then qualify each lead by asking questions that will reveal their need (or lack of need) for your product and their level of interest in buying.
The Initial Sales Contact
The initial sales contact is intended simply to introduce yourself to your sales prospect in a positive manner that's seen as non-threatening by the prospect. Rather than triggering your prospect's apprehension at having to deal with a sales person, soften your initial approach so that your prospect can perceive you as a possible partner and relax.
Assessing Prospects' Needs
Presenting your product to ensure a sale will rest on your understanding of your prospect's needs. What problem can you solve for the prospect that he will value enough to buy? You can best identify your prospects' needs by asking lots of questions about his business and listening carefully to the answers.
Sales Presentation
Once you know your prospect's needs, you can present your product's benefits in terms of meeting those needs. An effective presentation will demonstrate how your product benefits the prospect and help her to envision its use in her circumstances. You may also need to contrast your product's benefits with other products your prospect uses or is familiar with.
Dealing with Objections
Many prospects will voice objections to the purchase, indicating that they have unanswered questions or unaddressed doubts about your product. Ask questions that will elicit your prospect's true objection and then address it by educating your prospect. For example, demonstrate how your product's value will repay its cost.
Closing the Sale
While there are innumerable closing techniques, the essential element of each one is asking your prospect to commit to the transaction. Closing frequently uncovers new objections that must be addressed, followed by a renewed request to close the transaction. Continue addressing objections until your prospect is left with nothing to prevent the purchase.
Post-Sale Follow-Up
Successful long-term selling relies on developing trusting, partner-like relationships with your customers. By providing excellent service and communication after the sale, you show your customer that you care about her needs and her business. The rapport you build throughout this relationship will generate repeat sales as well as positive referrals for new business.
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