The Importance of Using a Planned Sales Process

Written by Drew Cameron    Comment & Respond    Print Article

As it appeared in the September 2007 issue of Oilheating Journal of Indoor Comfort Marketing.

This is the 1st article in a series discussing the sales process...

According to a study by the Brooks Group, you have a 42% chance of closing a sale without a sales process and a 92% chance with one. Do you think it may make sense for you to follow a planned, not scripted, process when selling? It appears that in sales as in life that you can plan or be planned for. In other words, you can be in control and part of your own sales process, or the customer can be in control and you are part of their buying process, but not both. You decide. With the customer in control, there is nothing in their process that says you earn their business.

Before we can open a sales call, we need to have a good an understanding of the consumer buying process and an effective sales process, or we cannot develop an efficient selling system, style and philosophy. Sure, you could go out and “wing it” or “shoot from the hip” as most salespeople do, but studies have shown that does not work too well:

• 98% of salespeople do not follow a consistent integrated differentiated sales process
• 86% of salespeople ask the wrong questions and miss opportunities
• 99% of salespeople do not set the right objectives for sales calls
• 82% of salespeople fail to differentiate themselves from competitors
• 62% of salespeople fail to ask for a commitment
• 93% of salespeople volunteer a price discount/reduction or other concession without being asked
• 97% of salespeople “bail out” on a sales call without making multiple “closing” attempts
• 95% of customers say salespeople talk too much and listen too little
• 87% of prospect inquiries are NOT followed up appropriately by salespeople

Sales IS rocket science. And just as rocket science is built from a foundation of physical and mathematical laws and principles, sales can be distilled to its very simple laws and principles, which have remained relatively unchanged since the beginning of time.

Here's the bottom line for your records...fluff removed. Use it as a guide for the in-house sales training of your team or for your personal sales skill development. Assuming your company’s products’ or service’s features and benefits have been defined, you’ve identified your target market and you have a pre-qualified and scheduled lead or appointment, the sales process is structured as follows:

1. Pre-call planning, pre-survey and approach
2. Opening and introduction
3. Initial interview and set the buying criteria and process
4. Analyze needs and application
5. Discuss money, terms, and decision making process and timeline
6. Restate findings and mutual commitment to outcome
7. Develop solutions and recommendations
8. Fulfillment presentation
9. Mutual discovery
10. Verification
11. Delivery, service and follow-up

Success in sales comes down to your positioning and timing. Positioning is everything you do, say, and share, including your sales tools and investment guide. Timing is critical, as you need to present the right information, at the right time to the right people.

Eerily, this sounds a lot like marketing. In fact, selling is essentially a myth or fallacy. You cannot sell anything to anyone, as the customer’s wallet, cash, purse, checkbook, or credit card is out of your control. You can only present a compelling value-based proposition in a manner that is consistent with what a prospect tells you they really want. The prospect must discover on their own that your recommendations and the investment you seek will give them what they want for what they are willing to pay.

At the end of an effective selling system you must find your prospects saying to you or in their mind essentially this: “I’d have to be a fool to do business with anyone else regardless of price.”

A planned process will be your most effective tool in achieving this objective and help you maintain control and the timely flow of the proper information.

Published: May 25, 2007 9:00 AM by Drew Cameron