Do you view sales as a quick trip around the block or a journey that needs preparation? Is your product or service such that a one-time sale is your focus or do you strive to build a book of business that will continue to yield prosperity over time? Regardless if your goal is short or long-term success, sales has always been and always will be a process that must be carefully navigated to achieve positive results. The principles to obtaining your aspirations remain the same.
The formula for sustained success lies within one's ability to execute these four steps:
- Understand the Buyer
- Understand the Buyer's Needs
- Present the Solution
- Ask for the Business
If you can utilize these fundamentals more effectively than your competition, buyers will respond and you'll accomplish what you set out to do. Let's explain each a little further to help you understand the practical and simple concepts behind each.
1. Understand the Buyer - Too often sales reps limit themselves to a "cookie cutter" world and treat all customers the same. If that's your approach to sales then STOP. Everyone is unique. Everyone is motivated differently to make certain decisions, which includes spending money.
To differentiate yourself from others, you need to have a clear understanding of who your individual buyers are. Understanding the client's personality can help you begin to understand what will motivate that person to make a buying decision. For example, you may have a personality that is very detailed in nature. The primary factor that will influence him or her to buy is driven by the details of your product's claims. The buyer wants proof to substantiate your statements. On the other hand, if your customer is one who is very outgoing and seems to be the life of the party, then people tend to matter most to this buyer, which means you'll benefit by focusing on the impact your product will have on those around the buyer.
Of course, it's also important that you understand who you are and how prospects perceive you. This knowledge will help you "shift" your personality to more effectively deal with others for positive results.
If you're not familiar with different personality types and the factors that motivate them to make buying decision, then take some time to learn more. The knowledge you gain will contribute greatly to your success.
2. Understand the Buyer's Needs - How many times have you seen a sales rep jump the start to present his or her product? He or she has devoted much time to learning the products and can't wait to share the ideas with a long list of prospects. The flaw with this is the lack of understanding the client's needs.
A sales rep needs to take time to uncover the problem for which he or she has the answer. Mistakes are commonly made when the solution is presented before the need is established. There are two key components to exposing a prospect's desires. First you need to use probing questions to reveal the opportunity. Then you need the customer to realize that such a need exists.
When asked the questions "how many times does a person have to hear something before they comprehend it" respondents will often reply "three," "ten," or some other obscure number. The reality is someone only has to hear something one time. Unfortunately they don't hear it from us. They have to internalize what's being said and repeat it to themselves or stated differently, they have to hear it from themselves. Then and only then do you have the buyer's full attention and can present your solution.
3. Present the Solution - Once you've truly uncovered the buyer's needs, then it's appropriate to present the solutions you have to offer. We've all heard the "Feel, Felt, Found" process for overcoming objections to close a sale. However, I believe one important F-word has been overlooked. That word is "Finalize."
As you present solutions you believe are in the client's best interest and will solve the issue, and then you need to confirm the buyer agrees with you. That's the "Finalize" portion of your solution.
This step doesn't require a drawn out process. A short question such as "Mary, does this make sense for you?" The buyer will confirm his or her position and let you know if any objections exist.
4. Ask for the Business - A common mistake made by everyone at times is to fail to ask someone for their business. Success' enemy is not asking a prospect to move forward.
Yes, the sales cycle for some products dictates you can't move forward immediately. What about the failure to set a follow up call? That too is the failure to ask the client for the business. Yet for whatever reason it's often overlooked.
If you've effectively used the "Feel, Felt, Found, Finalize" process through the presentation process, then you've likely made the buyer comfortable saying "yes." Therefore, when it's time to ask he or she to sign the bottom line, it should be an easy question.
Hesitation during a close will cast doubts on your solution. When you ask for the business, do it with confidence to instill confidence in the buyer. For many just starting out in sales, this is very common but you'll soon overcome it as you land more deals. For veterans, the confidence can become complacency and communicate an undesirable message as well.
Plan your close and you'll plan your success.
Sales is a process. Once you understand the steps in any process, you can accomplish it. Your success destination awaits you if you can effectively navigate the defenses offered by the prospects and the persistence of the competition. In his role as Coach Norman Dale, Gene Hackman reminded his players the only way to be successful on the basketball court was to understand and implement the fundamentals. Are you prepared to implement the fundamentals of sales?
Allen Guy is the author of "Playing to Win: The Sport of Selling and How You Can Win the Game." He is a veteran sales representative and manager with experience that spans more than twenty-five years and multiple industries. His training and success is evidenced by numerous awards from different companies recognizing him as one of the top performers among his peers. Allen currently serves as Senior Vice President of Business Services for State Bank and Trust Company.
