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Establish What Their Needs Are
• Explain How Your Product Will Satisfy Their Needs
• Ask/Close The Sale
Before someone can determine what their sales process is they should first understand what process their prospects go through BEFORE they buy their products. The selling process should closely mirror the customer prospects buying process.
Typical Buying Process of a Customer
1. Awareness of Needs: Sometimes this is extremely obvious and the prospect doesn’t require a salesperson to tell them about their needs. For example if the motor in my vacuum cleaner suddenly blows up and stops working I know I need a new one. However, your client isn’t always going to be this aware of all of their needs and how your company can satisfy them. Have you ever made a purchase after watching an infomercial? I recently watched a commercial selling workout cd’s that promised to get you ripped in 90 days, no matter what shape you were in. The commercial effectively made you aware of your need to get into shape. People are made aware of their needs in different ways. Some by TV or radio, some by print ads and some by a salesperson. In any case the message is always short and immediately points out the benefit to the audience.
2. Interest in Having Those Needs Satisfied: Once a prospect discovers their needs and benefits of having them satisfied they will be well into to the buying process and will stop at nothing at getting their needs met. This is where they will need questions answered as to how your product/service will best serve their needs. This is a broad subject and will vary depending on what you sell.
3. Preference of Using One Product Over Another: By effectively addressing how your company can meet your prospects needs the customer will choose to do business with one company over another.
4. Commitment: At this stage the customer has recognized their needs and how a specific product would benefit them and now they have made a decision to buy the product/service.
As written the Sales Process must mirror the above buying process. Here is a clear example of how this would flow:
Create Interest – The Opening:
Every sales call must have a compelling opening. When we fail to have an opening that gets the prospect interested then nothing else we say or do will ever matter because we won’t get the chance to.
Think of the opening as a 30 second commercial. Just like television and radio commercials you have 30 seconds to get the listeners interest before they decide if they are interested in hearing more about what you’re selling. The 30 second commercial must quickly and clearly explain the benefit that THEY will get from talking with ME. Most sales organizations often refer to this as the WIFFM, or the “What’s In It For Me”. We must understand that our prospect does not care how big our company is, how long we’ve been in business or how many awards our company has won, at least not at this point in the presentation. At this point all they know is that we have interrupted their day and you better have a good reason or you’ll be talking to a dial tone in thirty seconds. Let me give an example of a well written opening. A colleague of mine once worked for a Real Estate magazine that sold display ads to realtors. Her opening was built on the bragging points the company could rightfully claim. So why then for years did she struggle getting past her opening? Let’s take a look at her 30 second commercial. Her original opening sounded something like this,
“Hello, my name is Jane calling for xxx Realtor magazine. For the past 10 years we’ve been the areas largest magazine that showcases homes for sale and the reason for the call is we reach out to over 50,000 potential home buyers in the area and I think we could help grow your business by putting it in front of our readers”
Notice that her opening was talking more about their company and their product and not enough about what’s in it for the prospect? Remember, at this point the prospect does not care about me or my company, but they do care about their own company or needs.
My friend had successfully helped other realtors grow their customer base but her opening line didn’t really grab the realtors attention but after we made a couple changes she instantly saw significant results! Her 30 second commercial now sounded very different. Let’s take a look.
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