When selling it is your job to make the customer aware of her needs and to reinforce her desire to make the decision to purchase from you!
1. To find out wants; this is the requirement (probing)
2. Match what you are offering to the requirement (presentation)
Selling is a procedure!
Selling is a procedure, and therefore it's a discipline that any small business owner can master. Learn and practice the following steps, and you will help you on the way to being a better salesperson;
Preparation: (Unsuccessful selling is generally the result of too little thinking and planning)
- Always prepare - including mental/emotional preparation
- List points and questions that need to be asked to identify:
- Right people - decision-makers/influencers/buying process
- Business problem/opportunity
- The decision-making process
- Opposition/competition
Attention:
Always check before you start the selling process that you are presenting to the right person i.e. one who can make the decision to buy, or influence the decision in some way
Interest:
Establish needs by asking open and probing questions - how, what, why, where, when, who
Desire:
Heighten the prospect's reason to buy based on the need, give benefits and gain agreement on each
Action:
Firm close on a next action; or order, price and delivery
Handling resistance:
Objections do not always mean 'No'. An objection is an opportunity to sell.
Is it an objection or an excuse? If an objection arises:
- Question it e.g. “I'm sure you have a very good reason for saying that. Do you mind if I ask you what it is?”
- Confirm it is the only objection
- If it is true – he will restate and clarify it
- He may even answer it himself
- When you have the true objection commit to the way forward
- “So if I can answer your concern about... you will be happy to buy? Wait for her commitment
- Answer her objection
- When handling objections make it less personal e.g.: “Other customers have found it useful because…”
Closing:
If you do not ask for a 'next action' it has all been a waste of time.
Easiest closing techniques:
Direct – just ask!
“You appear to like our product how many would you like to order?”
Assumptive – assume she will purchase
“May I go ahead and send you a…today?”
Alternative – a choice of doing this or that, but not if!
“When would you like it delivered Thursday or Friday?”
Thank the customer for the order.
Finally:
Be positive and enthusiastic
Be patient – You may have many conversations to achieve a ‘yes'
