Sales Is Simply Another Part of Marketing
Sean McCool
The Profit Funnels Guy™
In past issues of the Slippery Rock Gazette, we’ve talked about all types of marketing tips and strategies. Today, I want to show you what you need to be aware of once that marketing pays off.
I’m talking about the face-to-face sales process.Following a clear-cut sales process will help you get – and keep – more estimate appointments with your potential customers, convert them to customers, and retain them for repeat business and referrals in the future. There are basically 7 steps in the sales process. Review the diagram of the sales process and then take a look at the explanation of each step below.
Step 1 – Prospecting The first step of the sales process starts with targeting and contacting leads. It’s where you implement your marketing plan and make appointments to meet prospects. Research your prospect before making contact. Then be sure you have your elevator speech, in which you state your unique selling proposition, polished well in advance of your first call.
Step 2 – Initial MeetingDuring your first meeting with your prospect, your goal is to build rapport and trust while starting to explore needs. You need to gain the right to move ahead to the data-gathering step, where the prospect is willing to share essential information with you.
Step 3 – Data-GatheringDuring this next step of the Sales Process, you will gather the specific data you need in order to design different possible solutions for your prospect. Depending on the trust you have built with the prospect, you may even be able to do this step during your initial meeting.
Step 4 – Design ProposalOnce you have gathered the data you need, it’s time to go back and design proposed solutions for the prospect. Always prepare more than one option that will meet the prospect’s needs. I suggest you not do this in the same meeting as steps 2 and 3. The reason is that figuring prices and quotes in the field while the prospect is watching, can often lead to mistakes. The other reason is that many consumers are wary of on the spot pricing. They want to know you put some thought into the deal. But here’s where most sales teams go wrong.You must set the appointment for step 5 before you leave. Get commitment to move forward. This will give you an idea if there are any objections at this point. I suggest no more than 3 business days between step 4 and step 5.
Step 5 – Present SolutionsAt this step of the process, you propose the different solutions you have designed. But, before you layout the numbers, you need to do a 5-minute recap of Step 4. Show them that you heard them and that what you prepared is exactly what they asked for. Also, restate all your credentials. Then, you are ready to explain the features and benefits of each solution, recommend the option you think is best for them, and ask for the business.
Step 6 – ImplementationOnce you have finalized and closed the sale, the implementation step begins. This is where you deliver the service or product you have agreed on. Be sure to adhere to all the details you have agreed on and over-deliver where possible. The quality of your delivery will be the determining factor for asking for referrals both now and later on.
Step 7 – Ongoing Service and Follow-upEven if your service involves a one-time delivery, vs. ongoing, you need to schedule regular follow-up communication and meetings. Stay in touch to monitor any questions or service problems. Arrange a follow-up meeting where you can discuss any additional needs and explore other solutions you can provide. This is also one of the best times to ask for referrals and recommendations to other prospects.
So, that’s it. Seven simple steps – many I’m sure you are already doing and some that could be added or modified. The main thing is to create a process that can be duplicated and refined over time. Why is this important? Because increasing the effectiveness of your sales process means you get more dollars back in new business for every dollar you spend on marketing. And that allows you to market more and to dominate your local market.
Sean McCool is an award-winning copywriter and the author of Marketing Secrets of the Ice Cream Man. He is known as The Profit Funnels Guy™ because Sean shows businesses how to set up multiple Profit Funnels™ throughout their business. Sean can be reached through his website, www.SeanMcCool.com