A good sales process will help you save time and sell more, but only works when you follow it! Do you have a sales process with rules that help you to sell more? If not here’s an idea about why you should. A couple of weeks ago I breached one of my own rules, guess what – I shouldn’t have done!
Selling more is not about the big close
Many business owners, especially more introverted ones, hate the idea of being “a pushy sales person”. This normally translates into not wanting to do the “big close”. For some it’s unnatural, for it’s increases a fear of rejection. But selling isn’t just about the big close and you can sell more, without the big close.
Having a series of steps in place reduces the need to be pushy, reduces the risk of “the big close” and can reduce the time that you spend selling.
Selling more is about trading commitments
If somebody is interested in buying, they’re willing to do something, even if they’ve not yet committed to the purchase. Think about when you want to buy things, is it true for you? You’re thinking about buying something, you will take some actions as long as you don’t have to finally but it…yet.
If you think of selling as a series of steps, where you and your customer each makes some form of commitment, rather than one big push by you – selling starts to feel easier.
If they don’t make any steps, ask yourself – are they really interested? If they’re not interested, why would you ask them to buy? If you focus on the next step, rather than the final sale, you’ll find it easier. You can save time as you’re not trying to take people all the way through your sales process.
A sales process helps you to sell more
If you like the idea of small trades of commitment and small steps in order to sell; put in place a sales process and always use it. Take all prospects through this series of commitments (on your side and theirs).
An example from my sales process
Have you seen businesses that offer a free consultation to people who are interested? Many businesses do, it’s a big commitment and the prospect gets a valuable session.
A local business recently changed their process and started to ask prospects to complete a questionnaire before the free consultation. The aim was to be able to give more value to the prospect by focusing on their issues more quickly. But it also shows the prospect was willing to invest in the process.
A few prospects didn’t want to complete it. The business owner ran the consultation anyway, and began to realise there was an attitude difference in those that did, and didn’t complete the questionnaire. Most prospects that wouldn’t complete it were not really interested. Now the business owner doesn’t bother meeting people who don’t complete it, has saved time and got the same amount of new business.
That’s the rule I broke
There was a prospect that I was very interested in visiting, we’d had many good conversations and she’d “made all the right noises”. But, on the day of our meeting there was no completed questionnaire, meaning I’d be less able to help her (would take longer to focus onto the key elements of her business).
I broke my rule and went ahead with the meeting. When we met it was obvious that she wasn’t really interested, so I’d blocked out time to help somebody that wasn’t interested in receiving that help.
What could you add into your sales process, I’d love to hear your thoughts.