Key Stages In Making A Sale

There are some key stages in trying to achieve a sale.

1. Opening. Let's assume someone has contacted you about buying your product or service. This is not a closed deal. There is still a lot of work to do. Ask them why they contacted you, what they intend to use your product/ service for. Try and understand their need. Try and understand what is important to them.

2. Meeting. First impressions count for a lot. It is very important that your potential client likes you. And trusts you. Help them build up that like and trust from the start. Listen to what they're saying and give feedback to demonstrate understanding.

3. Gather information. In the beginning, do not give too much information away. They have contacted you, so they have some idea of what you're offering, but you have no idea about them or what they need. Try and understand where the client is now (A), and where (s)he wants to go (B). What has to happen for them to get from A to B?

4. You may have to make a presentation. Armed with the information you have gathered in the previous two stages, you are in a good position to make a presentation to suit the client's needs. Make your recommendations fit their goals. Help them to get to B! Start with a high price and go lower - not the other way round. Tell stories to help them relate what you're selling to real situations.

5. Experience will soon help you understand all the questions that may arise. The next stage in your development, therefore, is to pre-empt these by including the answers in your presentation. Common objections are around the budget, the timing and the decision-makers so find out the answers to those questions in the information gathering stage.

6. Closing. This is a critical stage. Try to asking test-closing questions as you present. Questions such as "does this seem like a good idea?", "can you see how this will help you?", "Is there anything that needs clarifying?" are very useful. Try to recognize buy decision signals. Behavior often changes when the decision to buy has been made. Experience will help you spot that. If your test closure reveals uncertainty, then go back over the points to help understanding. Have empathy with the client: "I understand you...", "I know how you feel...". In this way you helping to build harmony and rapport with your client.

7. Cementing. When the client has agreed to buy, treat them as a client. Thank them, send them a letter, tell them what happens next and when. They could be great for future referrals.

Author: Garry Pierrepont

Interested in selling? Want to make it a career? Before you do, find out more about the truth behind sales. See http://www.thetruthaboutsales.co.uk

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