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About Sales

Written by: Craig Jennings

Article Overview: There are as many different ways to do sales as there are salespeople! This installment of the Build-Your-Business newsletters will try to focus on some of the best and most effective techniques. Is sales really important? There are a lot of aspects to running a business. I suspect that sales is the only one which, if ignored, absolutely guarantees failure! On the other side of it, businesses with a successful sales program can have a lot of other things wrong with them, and still work!

About Sales

There are as many different ways to do sales as there are salespeople! This installment of the Build-Your-Business newsletters will try to focus on some of the best and most effective techniques. Is sales really important? There are a lot of aspects to running a business. I suspect that sales is the only one which, if ignored, absolutely guarantees failure! On the other side of it, businesses with a successful sales program can have a lot of other things wrong with them, and still work!
We'd like to acknowledge our indebtedness to Elizabeth Kallen, of Exceed Associates, www.exceedassociates.com, who provided the resources for this roundup of sales techniques. Any mistakes or misstatements are my responsibility, not hers.

Self-assessment.
Let's start with a self-assessment - what you need to know about yourself before you begin. Click here for a one-pager.

Now that we've got some more insight about your favorite salesperson, let's explore sales. What is it? It's the process whereby a prospect becomes a customer. Most of us have plenty of the former, not enough of the latter. Sales is the conversion process.

In fact, there's a four-step selling process which should be your guide. It helps the salesperson avoid short-cutting the process out of hurry or fear, and it allows the customer to get the full value of the upcoming decision.

Process. We'll call it SCAN

Situation
Challenge
Affect
Need

Explanation:

Step 1 - Situation: is where you and the prospect have a look at what's going on for him, right now. Cheesy Example: He lost his watch, he's a candidate for a new one. Is there a Situation in his business or his life that you two might explore? Is it important for him to be on time? Many salespeople rush ahead to identify need and fulfill it with their product. Resist the impulse, give your client an opportunity to appraise the situation thoroughly.

Step 2 - Challenge: - when he has no watch, what problems, challenges, concerns does that raise? what are the choices before him? Buy a watch, not buy a watch? Spend the money, keep the money? In real life, it's more complex. Ask questions that will help him see that this poses a real discomfort and problem. Help him understand the details of the Challenge. Take your time with him. You're building a powerful structure for agreement.

Step 3 - Affect: - If he doesn't have a watch, how will that Affect his business? What are the impact would "not being on time" have on him, on his work? Does the value of the Affect overshadow the cost of the watch?

Step 4 - Need: - At the beginning of this conversation, your prospect might have agreed that he Needed a watch, but he'd get around to it sooner or later. Now that he's been through the first three steps, it's totally clear to him that not having a watch is a major problem with a very simple solution. He "Needs" a watch, and he shouldn't wait any longer to handle the problem. It's important, however, that your prospect come to this realization because of the questions you ask, not the answers you give. This is vital, because people believe what they say, not what you say!

While the "watch" as sales target is a bit trivial, have a look at the first three steps. Can you see the value they bring to your conversation? Would you be willing to try this structure in your own practice, and see how it worked?

Remember SCAN - Situation, Challenge, Affect and Need. If you're willing to work through this little process, and practice it a bit, you'll find that it fits almost every selling situation you find yourself in. Also, you will find that it adds an extra dimension to your selling efforts that shows up in more customers, and happier, better served customers as well.

Features vs. Benefits

This is an oldie but goodie, and it traps the most effective salespersons over and over again. Your product is a handy-dandy knife, fork spoon and oyster-shucker. Your owner is excited that it's 100% stainless steel, mirror-polished, shiny. He's proud of his dream tool. You think that the primary selling point is the benefit of convenience, one tool does all. Which will your customer value most highly, and close more easily with? Answer: The benefit, not the feature.

Your owner, however, points out how difficult it is to make the device out of stainless steel. He wants validation - the customer should respond to all the effort and expense he's gone to, and he needs your commitment to this end. You're sympathetic. You may even try his approach on a customer or two. Odds are, however, that anyone who actually buys your product does so because they want the convenience of a combination knife, fork, spoon and oyster-shucker, not because it's steel or shiny.

As you work with your customers, listening and questioning are by far the best techniques for finding out what it is they really want to buy. Simply let them buy it, and remember why when you present for the next customer.

Sanity = SW, SW, SW, MO

My compliments to John Hajisava at Global Results Unlimited for this little treasure - a salesperson's sanity tool. Whatever your relationship to rejection, try John's reminder after each sales call. The letters translate as follows:

Some Will
Some Won't
So What?
Move On!

Repeat this little mantra after each sales call that doesn't result in a sale.

Difference is everything!

One of the most extraordinary time-savers available to the salesperson is describing your ideal client. Many hesitate to do so for fear they'll be limiting their marketplace. In fact, defining your ideal client is a first step towards focusing your efforts where they will do the most good (and put the most money in your pocket. Here are some useful questions on identifying your ideal client.

What distinguishes your ideal client from everyone else?
Where are your ideal clients located?
What are their perceptions?
What are their attitudes?
What are their feelings?
What are their preferences?
How do they decide to make a purchase?
Getting the answers: First, answer these questions yourself. Second, survey your past and present customers. Some will, some won't, so what? Move on! And you may be surprised by what you learn.

At the corporate level

What organizations do you most want to work with?
What organizations are most likely to want or need your services?
Take on getting really clear about who you want, and what you want to say to them.

In the next newsletter, we'll cover the following:

Prospecting for leads
Networking
Asking for referrals
Follow-up planning
Setting agendas and generating customer qualification
Objection management

Related Articles
  Why Follow a Sales Process?
  The simple truth to increasing sales; follow up, follow up, follow up!
  Sales Manager Excuse: Dreading a Sales Meeting
  Empower Your Sales People By Providing Them With Positive Behavioral Feedback
  It Is All About the Buyer

Article Tags: failure, many different ways, running a business, salespeople, successful sales



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Re: Online Sales and Marketing vs Traditional - [quote="ltrahan":31w9r2iz]Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz] I second the request...
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