The Selling Process
According to Zig Ziglar, sales at it’s simplest is a communication process. So in order to be successful at sales, you need to have a process.
At the very least, you need understand that there is a process. And as such, there is a beginning and an end. You have to figure out where your prospect is in the process and meet him or her there. If you’re not on the same page here, the sale won’t happen.
Who Should Implement a Process?
Every salesperson who wants to be successful should have a sales process. By having a process in place, you will always not where you are with the client. You will also know when you get off track and will be able to bring the prospect back to the process.
Your Sales Process Should Be Logical and Client-Oriented
And the end of the process, closing should be the logical conclusion to your sales activities.
Your sales process will help you identify if your prospect is receiving the message that you think you are delivering. Often times, the customer hears something different than what you actually say.
And you always, always, always need to listen for more than words. Listen for meanings of words (intent). You’ll get in trouble if you don’t.
Zig Ziglar Uses 4 Selling Principles in His Sales Process
1. When you’re selling you’re engaged in a process, not an event.
This means there is a beginning, a middle and an end. Do you know where your customer is in the process? Do you know where you are in the process? If the answers to these questions don’t match, then you won’t sell.
If you’re not at the same place with your client, you’ll be frustrated. But worse, your client will be frustrated. Chances are that a frustrated client will not be a buying client.
To reiterate the point, you need to meet the client where he’s at. You’ll only know where he’s at, if your listening to the words and the intent.
2. You make more money solving problems (needs, issues, concerns) than you do selling product.
Again, listen to your client to find the problems. Once you know the problem, you’ll know how you can solve the problem with your product.
3. People have their own reasons for doing things. They don’t do things for your reasons.
Align your sales process with your clients reasons, not yours.
4. Learn more about your prospect than about your product.
You don’t need to be the client’s best friend, but you do need to know about her. What makes her tick? What makes her happy? Why is she looking at your product?
Do you have a process for your sales? If you don’t you’ll need to start implementing one immediately. Zig Ziglar promises that you will see your sales soar once you put a sales process into place, identify where your prospect is at in that process, meet your client where he’s at, and lead your client to the conclusion.
Filed under: Sales-Training