I have been studying scriptwriting and one of the most incredible realisations during the course was how most movie scripts, regardless of the genre, follow the same basic formula – the same sequence of events – almost down to the minute. Now I can see how the same sequence of events applies to the Lion King as it does to Avengers, I can’t watch movies the same way anymore! Show
This is a little like the selling process. We have been researching selling for our Beyond Business Groups modules, hoping for a contemporary twist on selling that may be different from what I learned at The Body Shop all those years ago. But it seems the same 7 step selling process, originally developed some one hundred years ago, still applies today regardless of the product or service being sold! What has changedWhile the sales process is adaptive depending on the situation, the simple but logical framework of seven steps remains the same, even as the methods of communication and the way people interact with brands has changed substantially. What has changed is how each of the steps can involve much more collaboration between customers and salespeople (and even between customers) with the use of social networks, consumer reviews, wikis and other community-based tools. In theory, this should make the sales process even easier as technology allows you and your sales team to learn more about your target market at each step. This means you can provide more relevant and powerful solutions to your customers at each stage of the buying process. Combining your knowledge of your target market together with an understanding of the seven steps to sales will help you sell more to the people who want what you’ve got the most! If you are a retailer, wholesaler, work business to business (B2B), are a service provider or online store, there are tips and tricks you can take from the 7 step selling process to create your own sales and communications activities within the seven steps sequence. As the old adage goes, ‘Learn the rules like a pro so you can break them like an artist.’ The 7 stepsThe 7 step selling process comprises:
Step 1: Prospecting and qualifyingBefore planning a sale, do your research to identify the people or companies who might be interested in your product or service. This step is called prospecting, and it’s the foundational step for the rest of the sales process. A lead is a potential buyer. A prospect is a lead that is qualified or determined to be ready, willing and able to buy. The prospecting and qualifying step relates to the needs awareness step in the buying process. Step 2: Preparation/pre-approachBefore making a sales call, email or visit, it is important to do your homework by researching your customer and planning what you are going to say. A good salesperson researches a prospect, familiarising with the customer’s needs and learning all the relevant background info about the individual or business. Step 3: ApproachThis is where you make a first impression. You do this by introducing yourself, explaining the purpose of your call or visit, and establishing a rapport with your prospect. First impressions are crucial to building the customer’s trust. You work to establish a rapport with the customer first. This usually involves introductions, making small talk, asking warm-up questions, and generally explaining who you are and whom you represent. There are three common approach methods:
Step 4: PresentationYour research and preparation pays off during the presentation, when you propose your sales solution to your prospect. By the time you are ready to present you will understand your customer’s needs well enough to be sure you are offering a solution the customer could use. The presentation should be tailored to the customer, explaining how the product meets that person or company’s needs. Now is the time to focus on the benefits of your product or service. This might involve a product demonstration, videos, PowerPoint presentations, or letting the customer look at or interact with the product. At this point, the customer is using the information being shared as part of a suite of possible solutions. They might be researching your offer compared to others. It is during this part of the sale where you can use upselling and cross selling to engage the customer further. Once you have identified your customers needs you will know if you they would receive additional benefits from an enhanced product or service offering. This is upselling. Cross selling is pitching additional products that relate to the product your customer is considering or purchasing (also known as suggestive selling). Note: Never try to sell your customers something they don’t need. They may well lose trust or confidence in you. Step 5: Handling objectionsAfter you’ve made your sales presentation, it’s natural for your customer to have some hesitations or concerns, known as objections. Good salespeople look at objections as opportunities to further understand and respond to customers’ needs. Be prepared and use some of the following ideas:
Step 6: Closing the saleThe important – and sometimes challenging – part of the sale is closing it! This is where you actually have to ask if the potential customer is willing to make the purchase. If your customer has been convinced your product or service will meet their needs, you close the sale by agreeing on the terms of the sale and finishing up the transaction. Depending on your business, you might try one of these three closing strategies.
Step 7: Follow upOK, so you’ve made the sale. While it might seem like you’ve accomplished your goal, the customer journey continues. Follow-up is an important part of assuring customer satisfaction, retaining customers and prospecting for new customers. This might mean sending a thank you note, calling the customer to make sure the product was received in satisfactory condition, or checking in to make sure a service has met the customer’s expectations. Use the 7 step selling process to develop your own sales sequence and take your business beyond! Sales is a topic we cover in detail for our Beyond Business Groups members in the Customer Service and Sales module. What step in the personal selling process is associated with asking a prospect to buy a product?This step is called prospecting, and it's the foundational step for the rest of the sales process. A lead is a potential buyer. A prospect is a lead that is qualified or determined to be ready, willing and able to buy. The prospecting and qualifying step relates to the needs awareness step in the buying process.
What are the stages of personal selling process?Personal Selling Process. Prospecting.. Pre-approach.. Approach.. Presentation.. Handling Objections.. Closing.. Follow Up.. Which step in the sales process involves asking questions to gather information about the customer?Stage Three: Qualifying
During your first conversion, it's crucial that you ask qualifying questions. After all, you need to be pitching to someone who has the authority to make a decision.
What are the 5 stages in personal selling?5 steps of the sales process. Approach the client.. Discover client needs.. Provide a solution.. Close the sale.. Complete the sale and follow up.. |