Making Sales

Sales: Sales' job is to help prospects overcome their fear so they can commit to something they'll end up glad they invested in. 

Marketing: The goal of marketing is to make it easy for the salespeople to manage the buy step. 

"SALE" is not a four letter word! 

Sales is the system that creates business and since you are in business you are a SALEs person. Unless you are taking orders via the internet as in most B2C business, professional personal interface - selling - is needed to close the buy transaction.  

Overview

A professional sales process in when an organization starts with existing customers as all revenue generation ultimately is based on customer experience. In the diagram below notice that a great customer experience spawns: 

- customer Rebuy;

- the ideal client image; 

- the perfect prospect profile;

- the buy step thru the 7 Step Marketing System

- an ultimately the grand prize, more incremental revenue.

 Now the challenge is developing a professional sales culture in your organization revolving around process, skills, and attitude. 

Lets take a closer look.

Process 

Lead Conversion in Three Steps = Discovery, Presentation, and Transaction

The marketing process has brought you a lead, so most of the heavy lifting has been done.  Compared to the oldest sales paradigm the  Attention, Interest, Conviction, are completed when the prospect raises their hand asking to "Try". Now its your job to create Desire and Close the sales. 

- Discovery = You will use your knowledge of industry, competition, product and most important value to discover the prospect true intentions.  Does the lead posses the qualities of a prospect - Money, Authority, and Need? Are they a Yes, No, or Maybe prospect.

- Presentation = Depending on the answers in the discovery step you will decide to proceed with one of two presentations:

1. A presentation aimed at the prospect that is not quite ready to buy - a quick overview leading them to a multi faceted nurture program;

             OR

2. A presentation used to prepare a prospect for the buy transaction whether it is taking an order, closing the sale, or setting an appointment for a follow up call, client, or patient. 

- Transaction = When you make a conversion call from your lead generations efforts, expect to convert the prospect to a client and simply move the meeting to the next phase. Don't be one of the multitude of small businesses people who do not have a process to serve the customer's needs and communicate key information.  

Sales Skills

Here's where traditional selling plays a hugh part. As much as we don't want to be referred to as "SALEs people" it still remains that several traditional sales skills will serve us well.

- Questions = Learn the 4 styles of questions the best of which is the open ended question.

- Give preference to prospects that fit you PPP, but

- Don't be to quick to qualify as what the prospect say they want may not be what they need.

- Don't talk past the sale.  This is one of the most important sales skills to acquire.  (Watch The Shark Tank TV show to see how this mistake costs entrepreneurs millions of dollars.)

Attitude  

Very simply, developing a culture of revenue generation is dependent on one principal. Every employee is a sales person whether customer facing or back room bound, on the phone with customers or making command decisions. 

- Marketing and sales communications should be broadcast to all employees. 

- Recognition for successful sales effort should be given freely. 

- When interviewing, look for the traits of a sales person in all you hire.

General Sales Thoughts

Whether you like "selling" or not it is the life blood of any growing small to medium business. Make decision about revenue generation the same way you would any other part of your business.  Too many times the decision to "hire a sales person" is an emotional decision rather than one that reflect the strategic planning of the firm. Wanting to delegate more of one's work is admirable but be aware the managing sales people can be a full time job in itself and most business owners have never had education let alone experience in selecting and developing a savvy sales staff. 

More Info on the subject of marketing successes is available to you here.

DevCom is exerpienced with helping SME's organize their sales efforts, revenue generation efforts, and implement important sales skills. To learn more about DevCom's experience contact us today!