The Art of Selling: The Six-Step Process

By | 15 June 2017

I used to be a gross sales marketing consultant for the Yellow Pages for 25 years. I went by a six-week course designed to offer me all of the instruments crucial to realize success. It started with an outline of the six step gross sales process that’s frequent in a single type or one other in most gross sales organizations. In case your specific promoting group is just not within the loop or someway missed this fundamental approach, I will attempt to recreate what goes on and into it. Right here they’re, so as: FYI: I’ve additionally written a separate article describing every, in additional element.

(1) PREPARATION: That is the what goes on earlier than the gross sales name. It is the place you analysis the account previous to a sale. When you do not you would possibly find yourself manner over your head. What is required is a top level view and a few normal information of the corporate relating to whom they have been calling. With the arrival of the Web, that is inexcusable. The power to analysis a particular firm or trade has change into as simple as clicking a mouse. In my day, I needed to learn journals, look within the telephone e-book, or ask round to get even a glimmer of data. However I might arm myself with no matter was accessible earlier than getting into the enterprise.

(2) THE “ICR”: Assuming you might have made an appointment to see the shopper or buyer, or you’re about to attempt to make a sale over the telephone, you will need to start with an ICR or “curiosity creating comment.” It is the very very first thing you say after you have launched your self and your organization. Usually occasions, its units the temper for the whole construction of the gross sales name. Relying on what you are promoting, the ICR could be very highly effective. Listed below are a number of examples:

Are you able to spare 5 minutes to make $10,000?

I observed that you simply agency is permitting it is greatest competitor an unfair benefit.

Have you learnt the place you’re losing cash the quickest?

(three) FACT-FINDING: You may assist management the early a part of the gross sales name by doing all your fact-finding proper up entrance. In case your get the Q & A out of the best way, the decision will go smoother. It accomplishes a number of issues. First, the enterprise particular person will really feel you might have a real curiosity of their firm. It reveals you’re involved and it reveals you’ll be able to soak up what is claimed. I all the time had a memo pad open and made copious notes. Even when it was simply gibberish, it made the shopper suppose what they have been telling me was vital. Many occasions I might uncover a gem or level I may relate to later within the name.

(four) THE PRESENTATION: So as to get the sale, it’s a must to make the presentation. Whether or not it is promoting a line of sneakers, tires, or insurance coverage, you may be placing your proverbial playing cards on the desk. It is the present and inform portion of the sale. Over a interval of 25 years, I noticed a median of 300 prospects a yr after I was a gross sales marketing consultant for the Yellow Pages. That is 7500 gross sales calls and due to this fact 7500 gross sales shows. I discovered loads about what to do and what to not do. One suggestion is, do not finish the gross sales name with, “What do you suppose?” As a substitute, make a robust gross sales assertion. It is best to finish with assertions that assume the sale is made. You would possibly strive: “You need to agree that is simply excellent in your firm” or “You may see we have considered the whole lot you may want. What number of do you need to order?”

(5) OVERCOMING OBJECTIONS: After I first began with the Yellow Pages, we got a listing of the 100 hottest objections and a few typical attainable solutions. We have been purported to memorize this record which was considerably impractical. We have been informed to maintain it with us. I could not think about that the shopper that had simply informed me it was too costly would look ahead to me to scan the record to search out the suitable response. Listed below are the principle objections:

It is too costly. It does not go well with our wants. We’re going out of that enterprise.

We have already got a very good supply. We’re gong a special course. I am retiring subsequent yr.

I can I belief you to do what you say? You competitor costs are decrease. We solely purchase from minority-owned companies. We do not like long-term contracts. My account says to chop again. We’re in a recession. We have already spend our price range for the yr.


Overcoming objections is so simple as altering the angle. In the event that they informed me that junk mail was cheaper, I might inform them that our product lined a bigger base and reached extra potential prospects for a lot much less per 1000. Concentrate on the optimistic points of the merchandise.

(6) THE CLOSE: That is when one asks for the sale. It follows a terrific presentation and assumes that you simply had overcome all the principle objections. It is the purpose the place there may be nothing left to say besides, “Can I get your signature on this contract?” Okay, not precisely like that, nevertheless it implies that you are feeling the shopper is able to purchase what you might have provided. However there are exceptions to each rule. If, after you might have lined the opposite 5 steps and there are too many objections you’ll be able to’t management or reply, you might have an alternative choice. You may again out of the decision earlier than the shut. There have been many occasions that I felt uncomfortable and determined to desert the assembly and requested if I may come again at a later date. You possibly can say, “I can see you continue to have a number of questions however we have run out of time. Can we meet once more?” or “I might love to point out you one other concept for your corporation at a second assembly.” Use your personal judgment and determine what’s greatest for you and your buyer.

If you’re inquisitive about how I offered and the way I used to be a high performer for 25 years as a Yellow Web page marketing consultant, you’ll be able to go to my web site at http://www.poweradbook.com and be taught extra. You may then order one in all Amazon’s best-selling books in regards to the Yellow Web page trade, my life within the publishing enterprise, and the artwork of promoting, and designing higher advertisements.

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