The purpose of any sales presentation is to advance customers toward agreement that they should purchase what you are offering. That is your goal. Accomplishing this, of course, requires a great deal of communications skill, as well as a thorough understanding of what will motivate every person on the buying team to choose your solution.
When a customer is making a major purchase decision, especially for something they buy infrequently, there can be substantial decision hesitation. It’s your job to fully understand all of the customer’s needs in order for them to trust you enough to buy.
Does your business call for long-term repeat purchases, up-sells, cross-sells, or referrals? Of course it does. Every satisfied customer (and even some people who liked you but bought elsewhere) becomes a valuable source of more business. So an important part of everything you do is building long-term customer relationships.
Top sales professionals do not “Handle” objections and they don’t “Overcome” them either. The highest performing reps treat objections as buying signals – questions by interested customers who want you to give them more reasons to make positive decisions.
For most purchases, especially high-value purchases, people don’t just go from prospect to customer in a single step. They pass through a series of information-gathering and decision stages along the way. Many customers don’t even realize they have a buying cycle. So your job is twofold: help the customer define or refine their buying cycle, and then tailor your selling process to the customer’s buying cycle.
A sale happens only when you achieve a comprehensive level of agreement with your customer. Some of these may be different than what you think of as necessary points of agreement in the selling process. So it is important for you to understand the Four Agreements that must be achieved for every successful sale.
So much of your time goes into prospecting, and your successful sales career requires you to close a large percentage of your most qualified prospects. And not just close them, but to turn them into loyal customers having great lifetime value to your book of business. Here’s what you must do when some of these valuable prospects go cold.
Your title may be sales manager, but you probably also have a few accounts of your own. Your dual roles – developing and managing others while also being a major-account producer – calls for a difficult balancing act. One that you must master to achieve your total goals.
If the customer offers a tangible reason for not buying now, you know what to do: You dig down for the underlying issues and then respond to them. Often, though, customers don’t have specific issues; they just have a fear of moving forward with a decision. So you must know how to respond when they express a need to “think about it.”
Buyers, whether consumer or business, need to make many small decisions on their path to making the final purchase decision. You, as a sales professional, need to serve as a buying consultant, helping guide each buyer through each of these steps. Skip those baby steps and rush to the close, and you will lose more than you win.