What's the Most Important Part of the Sales Process?
|Tags:||process, training, management, qualification, closing|
Before you read the article below let us know what you think is the most important part of the sales process.
A much debated topic from all walks of sales life, it’s one of those topics and discussions many can have over and over but everyone rarely agrees – what do you think is the most important step?
9 times out of 10 people are going to saying closing and this is sort of right – however way too much emphasis gets put into this one step of a large process. With the closing stage you ultimately have one issue; nothing is guaranteed.
You could think to yourself that this deal is practically closed and it’s a done deal but human beings have a tendency to swap their mind if something better comes along.
Something better doesn’t just sit with the basic theories either such as newer model, cheaper price etc – ‘something better’ is also heavily influenced by trust, image and solutions. So it’s essential to focus on making this closing process easy for yourself and most importantly the customer.
Brilliant qualification is the key to that easy close you’re after, doing this stage correctly means you’ve got the client interested early in the process and you need to put a lot less effort into the hard close.
Qualification should be thought of as a 2 sided process:
For the sales person
- Understand the customers’ needs/problems to create an effective solution.
- Ask the hard questions to fully understand the buying power and stage that the customer is currently at.
- The hard questioning is rapport building too – trust building is vital to ensure the closing process is a simple transaction.
- Determine now if this is going to be a close or not – it’s pointless spending your time trying to convince someone who are just not going to buy or have the power to buy.
For the customer
- Determine if the sales person and company can deliver a solution to the current problem – effectively and efficiently too.
- Consider if this person is trustworthy enough to do business with – have they created a solution? Are they a non-cliché pushy salesperson? Have they done everything they can to ensure we will benefit entirely?
Always remember that you’re not the only one doing the qualification there and then; also remain versatile with your qualification approach as the customer may have a different need and process too.
Some may argue that qualification and trust are two separate parts of the sales process and they may be right but you have to consider that when you’re asking the ‘probing’ questions you’re essentially getting all of the background & detail information that many others wouldn’t bother about.
You have the details, the client will be expecting an in-depth solution – going above and beyond the expectations is going to make that closing process even easier, right?
Ultimately early & effective qualification will entitle you to a simplified closing process, where you won’t need to be pushing hard or annoying the client.
Qualification is the best return on (time) investment; you can cut your ties way before any serious time is put into creating documents, putting massive strategies together and everything else you may have to do right before you push for the close.
By: John Perrin