The Sales Process

Most small business owners like to (and do) focus solely on daily business operations and serving existing customer/client demands. But it is critical to your success to focus on getting new business from both current and prospective customers in order to sustain and grow your business.

The selling process has six key steps. Virtually every sales interaction will follow these steps, whether it lasts several minutes or several months:

1. Prospecting – Find Customers
2. Attract – Making Initial Contact
3. Inform – The Sales Presentation
4. Engage – Overcoming Objections
5. Close – Closing The Sale
6. Follow-Up – Service and Support After The Sale

As you develop a sales process that is right for you and your business, here are some other pointers to keep in mind:

• Always be selling. Every time anyone – family, friend, or associate – asks about your business, make a sale. Tell them, briefly and to-the-point, specifically what you offer and what benefits it provides them. DO NOT underestimate the importance of selling as a key part of your daily activity.
• Continuously improve and refine your sales skills. Learn from others, read about sales and selling, and be open to new ideas and approaches that may better meet your customers requirements and serve their needs.
• DO NOT FOCUS ON THE SALE. Focus on what your prospect or customer wants and needs. Be sincere in your desire to help and serve the prospect or customer. The sale is your ultimate objective, but not what comes first. This customer centric attitude will come through in every encounter. And it will help you establish and maintain mutually profitable long-term relationships.
• Contribute more than just your product or service to the relationship. Look for other value you can offer. Provide industry news updates, creative tips and ideas, and advice that can benefit your customers and educate them as part of the service you offer.
• Be direct when you communicate. Don’t beat around the bush, it frustrates people. Answer all questions, except when you don’t know or have an answer. When that happens (and it will) simply state that you “don’t know” or have an answer. Never patronize. And don’t make things up.
• Include a business card with every written letter or note. And give them out generously whenever you interact with someone personally.
• Thank people who refer prospective customers to you. Send a note or an email. If business results from a referral, send a small, business-related thank-you gift also.
• Never lie. Don’t say anything negative about the competition or their clients. Don’t gossip.
• Always respond. Never react. Reactions are the automatic emotional responses that appear when a question or situation arises. A response occurs when we allow that initial impulse to pass, and formulate our response in keeping with our values, objectives, and those of the other party.
• Don’t overbook yourself. Be sure to have time to listen and be available to your customers and respond to their questions and comments.