Closing a sale is extremely gratifying for a business owner or sales professional. For me, it’s not just a “win.” It’s knowing I have satisfied a sincere want or need for another human being. I have helped them in some way. I have provided so much value that they willingly compensate me for what they are receiving.
I just completed 2 days of sales coaching and training with a local franchise owner. I shared my belief that traditional sales training doesn’t work.
Previously, I’ve written about the Top 10 Selling Skills. In that, I talked about the “Sales Process.” This is how a sale happens. It looks something like this:
The Initial Conversation
Initial Conversation – Selling Conversation – Objections – Close – Deliver
The goal is to start building a connection. I like to think of it as the first step in making a new friend. My aim is to engage them warmly, positively, and sincerely. Don’t be fake here! Take a genuine interest in them, and look for ways to serve them and add value.
It helps to ask questions that share general knowledge and that they don’t mind answering. Almost everyone enjoys speaking about themselves, so keep the focus on them. Make the initial conversation enjoyable for them.
The Selling Conversation
This is a longer conversation where you can conduct a needs assessment. The initial conversation may flow naturally into a deeper level, or this may be another appointment where you have more time to learn more about them and their business.
I like to ask S.P.I.N. questions. Learn about their Situation. Explore what Problems they may be having that you are uniquely qualified to help solve. Take time to dig deeper into the Implications for them if they don’t resolve this problem. Then ask questions about the Need–payoff. In other words, how will their life be better if they solve this problem?
The final part of the Selling Conversation is offering a tailored solution. But don’t go here too quickly. Give them time to reflect on the implications and the need-payoff so they will want the solution you have to offer. This solution may be presented as a proposal or a quote.
Handling Objections
Invite objections! That’s right. Objections are typically the points of uncertainty or lack of clarity. Follow the objection carefully to understand what additional information they need to make a buying decision. Remember, you’re not trying to “sell” them. You are simply trying to make it easy for them to buy. No one likes to be sold, but everyone likes to buy!
Close the Sale
If we do a good job in the Selling Conversation and then respectfully and satisfactorily answer their questions and objections, the sale will almost close itself. If you need force or pressure to close a sale, you are either not doing a good job of understanding their problem or you are not doing a good job of showing the value you can bring.
Finally, once you close the sale, be sure to deliver on your promise. Make sure your customer is totally satisfied.
It helps to keep the sales process clear in mind. This way, we can be prepared for every step.
What would you add to this process?
Great stuff in here Glenn. Thanks for sharing. My question is, what do you advise as the average lead time between these steps ,thus ,worthy considering to take before moving to the following stage / step.