Selling is a pretty misunderstood concept. In most people's minds it seems like a difficult job that requires special skills. The biggest issue for our customers is getting new customers. Below are the 5 steps in the sales process. The success of each step is based on the correct implementation of the previous steps.

Step 1 - Finding Prospective customers

As we mentioned in a previous tip, finding prospective customers is clearly a numbers game. The more you promote your business (through advertising, the internet, personal letters, e-mails, phone calls, etc.), the greater the response you get. You don't have to spend large amounts to reach prospective customers. There are smart and economical ways that are very effective.

Also, a very important but underrated tactic is getting recommendations from your existing customers. Don?t hesitate to ask for recommendations. Receiving recommendations is the natural consequence of a proper service. Just ask your customer: "Do you know someone who might need my products or services?" A satisfied customer is usually willing to make recommendations.

 

Step 2 - Listen carefully to your prospective client

A good salesman is like a good doctor. Show genuine interest in the buyer and let him/her tell you about himself and his company. Pay all your attention to the customer and earn his trust. A common mistake many salespeople make is that they are starting to talk and argue over and over about the benefits of their product or service. You are not showing interest when  you are talking about your product or service. Your desire to know more about your customer is what makes him feel important and feel that he is being cared for. Communication doesn't just mean talking. It mainly means being able to listen.

Find out as much as you can about the person you have in front of you. Ask him clever questions that allow him to talk enough and develop his views. E.g. "Tell me about your business" or "What do you think about the future of your business?". The more you learn about your prospective customer, the easier it is to understand what he really needs and so make a sale.

 

Step 3 - Find Your Prospective Client's Buying Argument Business

When we say Buying Argument, we mean the strongest reason or motive because of which the prospective customer is going to buy from you. It is the buyer's most sensitive "button", which is your best friend on sale. Properly evaluate the information you received from Step 2 and find out what would drive the candidate to get your product or service. Every customer has their own Buying Argument. E.g., someone makes a life insurance because they feel uncertain about the future and another because they want to be tax-exempt.

Ask questions that will help you discover the Buying Argument. You can ask the prospective buyer ? What do you think is most important about your product or service?? or ?What would be the consequences of a right purchase decision?? or ?What would be the consequences of a wrong decision??. Βρείτε τι είναι αυτό που τον απασχολεί περισσότερο. It could be a reflection, a fear, a desire or whatever. Also, don't just focus on why someone should buy from you. Put the buyer?s attention on what they can lose if they don?t buy from you.

 

Step 4 - Present and propose

This step is a transition from asking questions to getting the right information (where the customer is mainly talking) to presenting the product/service and the solution you are proposing (where the customer is mainly listening). Customize your presentation to each candidate based on the information you collected in the previous steps. Emphasize those features of the product or service that match that candidate's Buying Argument. Keep the presentation simple, without difficult words or technical terms that may create misunderstandings.

Suggest to the candidate what needs to be done to solve their problem, to ensure that their desire is met or to avoid the bad consequences of making the wrong decision. Get the customer's attention on the solution and get their agreement. The proposal should be relevant with his problem, his fear, his desire or anything else. It must relate with their Buying Argument. If the customer does not seem happy with what you are proposing, you should go back to the previous steps and get more information.

 

Step 5 ? Closing of the sale

Closing the sale involves the customer's formal written commitment to purchase the product or service and collecting a down payment by the seller. The ability to control the closing of a sale is directly proportional to the degree of confidence you have gained from the customer in the previous steps.

At any time during the appointment, you may receive an indication (greater or smaller) that the customer is ready to close. For example, he might ask you "Will I get a discount if I order more?" or ?You also accept checks?? or anything else that indicates a willingness to cooperate. As soon as you receive such an indication, stop any other action and proceed directly to the closing step.

Do not be disappointed if the prospective client objects. Do not put yourself in a defensive position and do not feel annoyed. The objection is just a different view of the client and is quite normal. The fact that he expresses a view (albeit a different one) means that he listens with interest to what you are saying. If what he hears does not make him feel anything, he wouldn't even bother to object. Tell him that you understand his objection and get in touch with him about the issue that concerns him.

View every objection as an opportunity to close. Treat any objection as a problem that the candidate has to solve and help him solve it. Give him more data and find ways to overcome the various obstacles and start working with him. Make sure you are well-informed and ready to propose alternatives to price, product delivery, payment methods or anything else that may occur.

Selling is an action that must be done in a comfortable and natural way. Practice the 5 steps of selling until you feel confident that you can handle even the toughest buyer.

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