Social Smart Sales™

There are four distinct phases to the buying cycle that you need to be aware of. Learn to recognize these phases when talking to your prospective clients and save yourself time and heartburn down the road.

• Phase I: Need – your prospect is aware that some sort of change is required either in themselves or in the company they work for; they may feel uneasy or possibly under pressure to quickly find a solution to the problem.
• Phase 2: Learn – knowing there is a need; your prospect sets out to research products or services that may potentially fix their problem. They are asking themselves who offers the best solution, so they will compare the offerings of several different companies during this phase.
• Phase 3: Buy – fear about choosing the right solution is weighing heavily on your prospect’s mind at this point. They’re thinking: “What if I make a mistake? What if the sales person oversold the capability of their product or service? What if I commit to this approach and it doesn’t solve the problem like I think it will? Will my career be in jeopardy if I make a mistake with this decision? Will we be able to agree to terms?”
• Phase 4: Value – in the value phase, your prospect is considering whether or not they will see the results that they’ve been promised. They might be wondering if they’ll really end up satisfied with the solution. They are weighing the value of the solution against the problem they need to solve and evaluating the risks involved with potentially making the wrong decision.

Make sure you understand what phase of the buying process your customer is currently in. This will help you be more aware of the issues at stake and make you better prepared for selling your solution.

In most things in life, a one-size-fits-all approach is rarely effective. This is especially true with selling. Approaching the sale the same way with every person just doesn’t work. Sure, you might be marginally successful with a few who have a similar style to yours, but you’ll be losing the chance to sell your product or service to about 75% of those others who are very different from you.

As you meet prospective clients observe their pace – do they walk fast, talk fast and ask rapid fire questions? If the answer is “yes”, your best bet is to dispense with the pleasantries, cut to the chase, tell them what results they’ll get when they work with you, and then get out of their office. Others you’ll encounter will want detailed explanations and facts and figures to back up what you are offering, to be reassured that the buying risk they are taking won’t leave them twisting in the wind.

DIFFERENT PERSONALITIES COMMUNICATE DIFFERENTLY

To get started you’ve got to know yourself first. Assess your current sales strengths and capabilities. Get to know what you’re really good at and definitely get to know where you have challenges in the sales process. What comes next is learning about the personality styles of other people and what works for them in the sales process.

An important tool that you can use is the Everything DiSC Sales Profile to help you understand exactly where you excel and where you will need help. And more importantly, you will learn exactly what you need to do adapt your communication and pace in order to better connect with your prospect. When you understand how to meet people where they are and give them what they need during their buying process, your sales success will definitely soar!

Once you’ve secured the appointment, the real work begins. You must decide what your objective for your meeting – whether it’s face to face or on the telephone – actually is and then create questions that lead the conversation to the destination you have in mind. I cannot stress strongly enough how important it is for you to PLAN for your meeting BEFORE walking in the door or calling them on the phone. Shooting from hip gets your nowhere, so if you are serious about closing sales, you need to do your homework.

DETERMINE YOUR OBJECTIVE

The first thing you need to do is determine your top 1-2 objectives for your sales meeting. It might be to generate enough interest to secure another meeting or get the purchasing commitment right on the spot. Whatever your goal, you must be very clear what outcome you expect to achieve when you sit down to meet.
KEEP THE MEETING FOCUSED

To keep your meeting on point and focused on your objectives, I recommend that you sit down and plan at least 10 questions that you will ask during that meeting. Think about how you can create them in two ways, just in case the answer to your first question falls flat. For example, if you ask: “How was your most recent quarterly sales performance?” and they say “fine”, you need to be prepared to ask the question another way in order to get more information.

Frame your questions using “how” and “what”. Open ended questions tend to elicit answers that give you more than a simple “yes” or “no”. Preparing questions ahead of time keeps your conversation focused and flowing, and you are far more likely to listen to the answers and learn what you need, when you have considered your questions in advance.

Let’s say you’ve been consistent and persistent and you finally get your prospect on the line. Do you know what you plan to say?

The reality is that 65% of all sales are lost in that opening telephone call. And frankly, this could apply to how you leave voicemails also.

If you think back to my very first blunder, I talked about how most people selling a product or service tend to default to a feature dump. That usually happens in telephone calls too. This is NOT the time to “sell” your prospect something or to be talking about yourself.

Here are the elements to think about before making your call:

• Introduction – A great call starts with this foundation! Clearly introduce yourself – first name, last name, your company – be confident and above all, be articulate. You don’t get a second chance to make that critical first impression, so take it seriously. If you are leaving a phone mail ALWAYS leave your telephone number at the beginning and end of your message.
• Grab their interest – determine what might capture their interest long enough to spend a few minutes talking with you. What economic trends might be affecting their industry? What challenges do your current clients mention to you that might also apply to your prospect? Take the pressure off yourself and them by getting them engaged in a conversation with you.
• Ask for time – Once you’ve captured their attention, ask them for a few more minutes. Then stick to the agreement. If you asked for 10 minutes, end the call in that time or less. Demonstrate that you are a professional who respects their busy schedule. Your goal is to secure a future appointment, so don’t try to sell them in the first call. Get them interested and they’ll be far more likely to want to meet with you.

Don’t just roll into your sales pitch. Take the time to put a framework in place for building a relationship with your prospect. Using this approach, you capture their interest in a way that lets them know you are a professional, that you understand their world. And you’ve gotten them to talk about issues that you know your product or service can help them solve. Now, that’s a great first step!