1 . Prospect and qualify: Prospecting means identifying potential customers.
Qualifying means choosing those who are most likely to buy your product. Choosing
the right prospects makes salespeople more efficient, since it helps them focus their
limited time in areas that will yield results. Companies find prospects in a number of
different ways, from trade shows, to direct mail, to cold calling. In a retail
environment, everyone who walks in the door is a prospect, so salespeople either ask
questions or look for visual cues to qualify customers.
2 . Prepare: Before making a sales call, research is critical, especially in a businesstobusiness environment. What are your prospect's wants and needs? What are his or
her current product lines? Who are the key competitors? What are the biggest internal
and external challenges? How much time is your prospect willing to give you? The
answers to these questions will help you customize your presentation for maximum
effectiveness.
3 . Present: You've probably heard that you don't get a second chance to make a
good first impression, and that's especially true in sales. With so many options and so
little time, buyers often look for reasons to eliminate choices; a weak first impression
provides an easy reason to eliminate you. Your presentation itself should match the
features of your product to the benefits that your customer seeks (a chance to use all
that preparation). Testimonials, letters of praise from satisfied current customers, can
push forward the sale by reducing risk for your prospect. And in many categories, a
demonstration can be the clincher. For some products, a demonstration is a no-brainer
—testdriving cars, for example. But in other categories, technology can help
demonstrate products that are too big to move.
4 . Handle objections: The key to success here is to view objections as opportunities
rather than criticism. Objections give you a chance to learn more about the needs of
your prospects and to elaborate on the benefits of your product. You should definitely
anticipate as many objections as possible and prepare responses. One response may
be connecting prospects with others in your company who can better handle their
concerns. This approach offers the additional benefit of deepening ties between your
prospect and your company.
5 . Close sale: Closing the sale—or asking the prospect to buy—is at the heart of the
selling process. The close should flow naturally from the prior steps, but often it
doesn't—sealing the deal can be surprisingly tough. One approach may be a trial
close: "Would you like the 15inch screen or the 17inch screen?" If your prospect is
still reluctant to buy, you may want to offer another alternative, or a special financial
incentive. Even if the prospect doesn't actually make the purchase, remember that he
or she may be willing in the future, so keep the door open.
6 . Follow-up: The sales process doesn't end when the customer pays. The quality of
service and support plays a crucial role in future sales from the same customer, and
getting those sales is much easier than finding brand new prospects. Great
relationships with current customers also lead to testimonials and referrals that build
momentum for long-term sales success.
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