Sales Process Chart

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You will not share the specifics of your solution at this stage. What you will do is help the customer determine the qualities of the product they will eventually acquire. Keep in mind you are not “selling” at this point. The customer is still in the process of defining their strategy for the business challenge they face. Your subtle guidance will naturally lead them to the value statement of your solution later in the sales process.

While exploring opportunities with the client you must look for an intent to purchase. This is hugely important. The customer must convey a compelling reason to act in relation to their needs. Step two of the Sales Process Chart is the time to make this determination. If the customer does not convey a reason to act, consider moving to your next opportunity.

Don’t get caught up the any sales process model if the customer doesn’t feel the urgency to buy. This is a trap many sales professionals can’t get out of. The cost of wasting time on a long-shot deal, while not pursing a more realistic one has dragged many salespeople down.

The best salespeople can recognize if an opportunity is real or a lark. Don’t be afraid to walk away. You can always come back in a month, six months or a year.

Once you have determined the customer is in a position to make a purchase, you are ready to begin shaping your point of view. Using thought leadership, present ideas outlining your understanding of the customer’s challenge. It is important you explore these ideas from the customer’s point of view. This will help show the customer your intent is to help them with their business requirements – and not just make a sale.

When the customer acknowledges your intention is to help solve their business challenge, you have had success. This revelation will make the upcoming steps in the sales process chart flow naturally. You are setting yourself apart by talking in terms of their business, not just in the terms of your product or service.

Another important item to consider at this stage is whether or not you are calling on the right people. Make sure you are engaged at the right level of the organization. Make sure you have face time with the decision maker. You also need to understand the decision making process. Will the recommendation go to a committee? If so, who else do you need to convey your value statement to?

Too many salespeople just make the “easy sales call”. They call on who they know and not always who they “ought to know”. If there is more than one decision maker or influencer you need to get to them NOW.

Once you understand the decision making process, you’re ready to present your unique benefit statement. This is a statement you have been formulating since day one. In step three of the sales process chart you are going to share your potential solution while highlighting the business value your product or service delivers.

You can be confident you are ready to share your solution because you have accomplished the following; you and the customer have jointly explored options together, you understand the decision making process and most importantly the customer has conveyed a compelling reason to act.

You are positioning yourself for a consultative sell and a possible long-term relationship with the customer. You are ready to move to the next phase on the sales process chart. Good luck and go stick it to your competitors.

Thanks for reading.

Good selling.

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