Success Isn’t Accidental
To be successful in any venture, you need a plan. This includes sales. A well thought out sales strategy makes you significantly more likely to close sales at a higher rate. Once you learn the mechanics and understand the process, you will gradually begin to shape it as your own. As the saying goes, learn the rules like a pro so you can break them like an artist.
Selling is a skill. It is both an art and a science. To be successful, you need to first learn, then sharpen, then modify those specific skills and make them uniquely yours. You cannot rush that process. You cannot skip steps. By taking the time to train yourself and practice the fundamental concepts of the sales process you will lay a solid foundation that will create a successful career. A skilled salesperson, like a professional athlete, makes their job look easy. What we don’t see are the countless hours spent perfecting every nuance of their profession.
If we slow the sales process down and dissect it, we can see there are actually seven phases of the sales cycle. To perfect your craft as a salesperson, you need to become familiar with the components of each phase and create opportunities that will allow you to advance to the next level.
Prospecting: Welcome to the hunt! In this stage, you will qualify potential clients; meaning you will determine whether they have a need for what you are offering and if they can afford what you are selling. Remember, there may be multiple prospects at one company.
Preparation: Once you have qualified your lead, you will begin the process of position- ing your product to fit their situation. By researching the client, their business and goals, you will gain a better understanding and align what you are selling to your potential customer.
Approach: In the approach stage, you make the first contact with your lead. This can be done in a variety of ways: a face-to-face meeting, a video meeting, like zoom or over the phone.
Presentation: In the presentation phase, you actively demonstrate how your product works and meets the needs of your potential customer. Your presentation may take the form of an actual PowerPoint presentation, a product demo or even a simple, well- planned conversation. Remember, when you are discussing your product, highlight the benefits not just the features. What is in it for your client? How can what you are selling make their life better?
Handling Objections: This is arguably the most crucial step of the process as it opens the door to a potential close. This is where you listen to your prospect’s concerns and address them. It is also where many unsuccessful salespeople drop the ball. Objections are not to be feared; however far too many salespeople walk away from a potential sale after a single objection. Successfully handling objections separates good salespeople from bad and great from good.
The Close: In the closing stage, you will position your product and gain permission from the client to move forward.
Follow-Up: Once you have closed the sale, your job is not done. In a way, a new relationship has just begun. The follow-up stage keeps you in contact with customers you have closed, not only for potential repeat business but also for referrals.
The more you familiarize yourself with each phase of the sales cycle, the more comfortable you will become. Your goal is to be determined, view each challenge as an opportunity and continue to move the process in the right direction. Given enough time and effort, you will be able to morph your career from good to great.