It has been said that "a sale is the logical conclusion to a masterful presentation" (Author unknown).
We respectfully disagree.
The masterful presentation is only one step in the sales process. Other factors such as making a great first impression, establishing rapport, identifying and addressing customer needs, matching your product to the stated needs, delivering the proposal, and overcoming objections are equally important and part of the equation for sales success.
We all know the answer to the question, "how many chances do you get to make a good first impression?" First impressions are critical in the sales process because often times people don't buy the best product, or even the best value in a product class. They buy people. Customers buy personalities; they buy sincerity, honesty, and integrity. They buy from salespersons with whom they can find common ground.
That leads us to the first step which is establishing rapport. Establishing rapport is as easy as observing signs that tell you what your customer's interests are. It might be the bumper sticker on their vehicle you saw as you entered their driveway. It might be the 9 pound bass mounted on the living room wall. In an office environment, it might be a diploma or plaque on the office wall, or possibly something you can pick out in the background of the family picture in the office space. Each of these observations is a clue to the interests of your potential customer, and an opportunity to ask a question that will cause your prospect to like you. Yes, that's right. A simple question that demonstrates interest will cause a prospect to like you. How so, you may ask? It's simple. People love to talk about themselves. Once you get most people started, you can't stop them. There is nothing that makes a person feel more important or liked than to be asked about their interests. This stage in the sales process is critical. Allow people to talk as long as they want. The more important you make them feel, the more they'll like you. The more they like you, the more likely they are to purchase from you.
After enthusiastically elaborating on their interests, eventually you'll come to the inevitable "pregnant pause." This is the time in the sales process to transition to your presentation. It should be well structured and include a company introduction including mission, vision, and value statements. The presentation must be well-structured to highlight the features and benefits of your products, the cost and competitive advantages, and pride of ownership.
I could continue and write a dissertation about the sales process as it's used by successful salespersons. But that's what I do. Pro Business Writers Plus contracts with business owners to formulate the successful sales process that will dramatically increase your company revenues. We counsel and teach everything from presentation to closing skills, and I might add, we're particularly strong in closing skills which can double revenues, or better, for many small businesses.
If you have a great product or service and your sales are lagging, call the professionals at Pro Business Writers Plus to see how we can structure a complete and efficient sales program for you. We can help in a variety of industries from home-improvement sales to high-tech hardware and software sales. We'll structure your entire sales process for you including:
- Product and pricing review
- Value Proposition Statements
- Presentation Materials
In addition, we'll train your sales staff to effectively represent your company and products/services including:
- Introduction and first impressions
- Establishing rapport
- Identifying and addressing customer needs
- Matching and presenting your product/service to satisfy customer needs
- Delivering the proposal (pricing)
- Trial close process
- Overcoming objections
- Closing the deal